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Educated Young Consumer Purchase Behavior towards Green Products: An Empirical Study in India

Educated Young Consumer Purchase Behavior towards Green Products: An Empirical Study in India

Gyaneshwar Singh Kushwaha, Nagendra Kumar Sharma
Copyright: © 2015 |Volume: 6 |Issue: 1 |Pages: 16
ISSN: 1948-5018|EISSN: 1948-5026|EISBN13: 9781466679139|DOI: 10.4018/IJGC.2015010105
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MLA

Kushwaha, Gyaneshwar Singh, and Nagendra Kumar Sharma. "Educated Young Consumer Purchase Behavior towards Green Products: An Empirical Study in India." IJGC vol.6, no.1 2015: pp.48-63. http://doi.org/10.4018/IJGC.2015010105

APA

Kushwaha, G. S. & Sharma, N. K. (2015). Educated Young Consumer Purchase Behavior towards Green Products: An Empirical Study in India. International Journal of Green Computing (IJGC), 6(1), 48-63. http://doi.org/10.4018/IJGC.2015010105

Chicago

Kushwaha, Gyaneshwar Singh, and Nagendra Kumar Sharma. "Educated Young Consumer Purchase Behavior towards Green Products: An Empirical Study in India," International Journal of Green Computing (IJGC) 6, no.1: 48-63. http://doi.org/10.4018/IJGC.2015010105

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Abstract

Green marketing is one of the emerging fields in India. Educated young consumers are very advantageous segment for green marketing. This paper aims to evaluate the purchase behavior and reactions of educated young consumers towards ‘green products' which is an essential element of the green marketing. Various variables have been found on the basis of the literature review. The survey questionnaire was designed with the help of literature and expert's inputs and got 343 actual respondents. An exploratory factor analysis and linear regression analysis has been used to bring the findings of the study. The result of the study shows that EYCs (Educated young consumers) purchase behavior towards green product is positive. Green product awareness, Eco-labels and satisfaction and all these found significantly associated with the purchase behavior or intention, but premium price and consumer (those who are highly concern towards environment) has insignificant relationship with the purchase behavior. The concept of green marketing in India is emerging and the study can be a meaningful guide.

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