A study of media impact on purchase intent of green products in Pune City

All activities are designed to generate and to facilitate any exchanges intended to satisfy human needs or wants, such that the satisfaction of these needs or wants occurs, with minimal detrimental impact on the natural environment. Therefore, this study intends to identify the influence of media, on purchase green product in Pune city. The Puneit are not only conscious about their environment but also health conscious as well. This paradigm shift in attitude has made Pune consumers attractive to green marketers. Through the results of this study, media had a significant positive influence on Pune city customer to purchase green products. The theory of planned behavior supported the findings of this study for media and purchase intent, which is related to the motivation part of the theory which includes information about a behavior, resulting in motivation to perform a certain behavior.