Impact of Key Factors on Green Purchase Behaviour of Indian Consumers

Abstract

Purpose -The purpose of this study is to identify factors that impact green purchase behaviour of Indians. Methodology/Approach- Exploratory research was conducted to identify the variables, afterwards variables were explored with the help of literature review further data was collected through self structured questionnaire and analysed through regression analysis on SPSS 20. Findings-The findings of the study suggest positive impact of environmental knowledge, environmental attitude, and environmental value on green purchase behaviour. Research Limitations-The sample size under the study was 192 and confined to the state of UP. Further purposive sampling technique was used. Only those respondents were considered who had enquired about LED bulbs in offline store. Practical implications-The results of the study can be utilized in marketing of green products by the companies. Appropriate communication strategy may be designed to boost the sales of green products by converting non green purchases into greener one.