1Supervisor, IKJPTU and Director, RIMT University
2Research Scholar, IKJPTU and Assistant Professor, Vivekananda Institute of professional studies, GGSIPU
Online published on 20 June, 2019.
The study aims to propose and test a model of the effects of explicit attitudinal constructs on the frequency of green purchase behavior. Environmental concern, Green advertisement and Perceived quality of green products are operationalized by a path model hypothesizing effects of these antecedents on attitude leading to purchase intention and finally the purchase behavior of green products. The measures are obtained from a survey of a representative sample of 501 people and analyzed in a structural equations model framework. The best predictor of the intention to purchase green products is attitude towards the behavior. This study shows that the intention of consumers to purchase green products is determined by having a positive attitude toward green products. The results from the structural-equation modeling show the environmental concern has the highest influence on attitude towards green products among three personal variables including environmental concern, green advertising and perceived quality of green products.
Green marketing, Green purchase behavior, Attitude, Environmental Concern, Green advertising, Perceived quality of green products
