Examining the Influence of Consumer-level Psychological Factors on Green Purchase Behaviour: Analyzing Socio-demographic Aspects Among Indian Millennials
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引用次数: 0
Abstract
This study aims to examine the influence of consumer-level psychological factors like affordability, availability, awareness and apprehension on green purchase behaviour among Indian Millennials while buying fast-moving consumer goods. 651 responses were analyzed on SmartPLS 4, and was it found that affordability, awareness and availability had a significant positive impact on green purchase behaviour, while apprehension did not show any significant impact. To increase green purchase behaviour, managers should make eco-friendly products affordable and widely available while promoting consumer awareness. As per the results, addressing consumer apprehension is not a significant factor in influencing green purchase behaviour, which indicates that managers need not worry much about addressing consumer fears while promoting green products. Though the study found no significant difference in green purchase behaviour between genders; education, occupation and income groups showed significant differences in purchase behaviour. This nuanced understanding offers companies and marketers a foundation to craft targeted marketing strategies aimed at encouraging the Indian Millennials to choose sustainable options in their consumer habits.
期刊介绍:
Global Business Review is designed to be a forum for the wider dissemination of current management and business practice and research drawn from around the globe but with an emphasis on Asian and Indian perspectives. An important feature is its cross-cultural and comparative approach. Multidisciplinary in nature and with a strong practical orientation, this refereed journal publishes surveys relating to and report significant developments in management practice drawn from business/commerce, the public and the private sector, and non-profit organisations. The journal also publishes articles which provide practical insights on doing business in India/Asia from local and global and macro and micro perspectives.