The antecedents of green purchase behaviour of Indian households

Environmentally friendly products and packaging are necessary for survival and competing in the current markets. This article examines the effect of green skepticism on green purchase intentions in the context of Indian households. The study proposed a model with relationships between the antecedents of green purchase intentions. The primary data (n=345) is collected through a structured self-administered questionnaire, establishing validity and reliability through confirmatory factor analysis (CFA). The results of structural equation modeling (SEM) support that green skepticism does not affect green purchase intentions directly but through environmental knowledge and concern. Environmental knowledge and concern have a robust direct positive effect on green purchase intentions. The study summarizes consumer skepticism as an essential indirect input to green purchase behavior. The research contributes to the marketing literature by supporting the contention that consumer skepticism plays a vital role in green purchase behavior and added further evidence.