An Empirical Study on Purchase Intention of Green Mobile Phone

Environmental problems turn out to be a big concern due to its unremitted augmentation. Adoption of environmentally-friendly fast moving consumer goods, such as electronics can help to protect environment at certain edge. Going green is the latest vogue in the world and has been adopted by many organizations. In order to sustain our environment both marketer and consumers are becoming sensitive to the need for switch into green products and services. As per the Confederation of Indian Industry, 72% of India's population is below the age of 40. India has more than 50% of its population below the age of 25 and more than 65% below the age of 35. So, India's resurgence potential as an economic and a socially responsible power rests on the Indian youth. If marketers attempt to generate interest among young consumers to purchase green products, the upshot of this could potentially play an imperative role to hold up sustainable development.

Extant literature (Panwar, Han & Hansen, 2012), states that every generational cohort will have a different view on green products. According to (Heaney, 2007), young consumers play imperative role to be ‘the driving power ’behind the increased attention to green products. Chen and Chai (2010) pointed out that those individuals, who strongly believed in moral obligation to protect the environment, are more likely to engage in green consumption activities. But sometime even after positive attitude, purchasing behavior towards green products may differ (McDougle, Greenspan & Handy, 2011). Similarly in a study conducted by Paladino & Serena (2012) examined that the purchase intention towards eco-friendly mobile phones among young consumers and concluded that the extent to which a consumer held a positive attitude towards sustainability in general did not have any influence on the purchase decision.

The study will preliminary explore the purchase intention of mobile phones of youth in India. An extensive review relevant literature will be done for a clear understanding of the concept. Descriptive research design and a non probability sampling techniques will be used for the study. A sample of 100 mobile phone users of 18–25 years will be interviewed with closed ended questionnaire. The research will try to explore awareness and purchase intentions of young consumer towards Green mobile phone.