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Factors Affecting Towards Green Purchase Behavior Among Young Consumers in India

Factors Affecting Towards Green Purchase Behavior Among Young Consumers in India

Nagendra Kumar Sharma, Gyaneshwar Singh Kushwaha
Copyright: © 2018 |Pages: 28
ISBN13: 9781522550174|ISBN10: 1522550178|EISBN13: 9781522550181
DOI: 10.4018/978-1-5225-5017-4.ch009
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MLA

Sharma, Nagendra Kumar, and Gyaneshwar Singh Kushwaha. "Factors Affecting Towards Green Purchase Behavior Among Young Consumers in India." Green Computing Strategies for Competitive Advantage and Business Sustainability, edited by Mehdi Khosrow-Pour, D.B.A., IGI Global, 2018, pp. 183-210. https://doi.org/10.4018/978-1-5225-5017-4.ch009

APA

Sharma, N. K. & Kushwaha, G. S. (2018). Factors Affecting Towards Green Purchase Behavior Among Young Consumers in India. In M. Khosrow-Pour, D.B.A. (Ed.), Green Computing Strategies for Competitive Advantage and Business Sustainability (pp. 183-210). IGI Global. https://doi.org/10.4018/978-1-5225-5017-4.ch009

Chicago

Sharma, Nagendra Kumar, and Gyaneshwar Singh Kushwaha. "Factors Affecting Towards Green Purchase Behavior Among Young Consumers in India." In Green Computing Strategies for Competitive Advantage and Business Sustainability, edited by Mehdi Khosrow-Pour, D.B.A., 183-210. Hershey, PA: IGI Global, 2018. https://doi.org/10.4018/978-1-5225-5017-4.ch009

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Abstract

The objective of the chapter is to examine the factors that are essential for the green purchase behavior among the young consumers in India. The study consists of 343 young respondents, who were surveyed with the help of structured measurement instrument. The sample has been analyzed with the help of exploratory factor analysis and linear regression analysis. It was found in the study that the awareness towards the green product, attitude towards eco-labeling, and satisfaction via green products are significantly and positively linked to the green purchase behavior, whereas the attitude towards green pricing and ecologically concerned consumers are not associated with the green purchase behavior.

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