Examining the Influence of Consumer-level Psychological Factors on Green Purchase Behaviour: Analyzing Socio-demographic Aspects Among Indian Millennials

IF 2.3 Q3 BUSINESS Global Business Review Pub Date : 2024-05-06 DOI:10.1177/09721509241238555
Amanpreet Kaur Mishra, Rahela Farooqi
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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.
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研究消费者心理因素对绿色购买行为的影响:分析印度千禧一代的社会人口因素
本研究旨在探讨印度千禧一代在购买快速消费品时,消费者层面的心理因素(如可负担性、可获得性、认知度和担忧)对绿色购买行为的影响。研究利用 SmartPLS 4 对 651 个回答进行了分析,结果发现,可负担性、认知度和可用性对绿色购买行为有显著的积极影响,而担忧则没有任何显著影响。为提高绿色购买行为,管理者应使环保产品价格适中、供应广泛,同时提高消费者的环保意识。研究结果表明,消除消费者的顾虑并不是影响绿色购买行为的重要因素,这表明管理者在推广绿色产品时不必过于担心消除消费者的顾虑。虽然研究发现不同性别的消费者在绿色购买行为上没有显著差异,但教育、职业和收入群体在购买行为上却存在显著差异。这种细致入微的理解为公司和营销人员提供了一个基础,以制定有针对性的营销策略,鼓励印度千禧一代在其消费习惯中选择可持续选项。
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来源期刊
CiteScore
7.10
自引率
12.50%
发文量
107
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.
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