Title: Factors influencing green product purchase decision: cross-cultural evidence from tier 1 and 2 cities in India

Authors: Gunjan Sharma; Swati Soni; Priyansh Singh Yadav; Mohd Nasim Uddin; Meenakshi Ingle; Sanjeet Singh; Umang Sharma

Addresses: Institute of Business Management, GLA University, Mathura, India ' Jaipuria Institute of Management, Jaipur, India ' Department of Law, The University of Sheffield, UK ' International Business School, Teesside University, Middlesbrough, UK ' IES Institute of Technology and Management, IES University, Bhopal, India ' University School of Business, Chandigarh University, Punjab, India ' HR Department, Amity University, Gwalior, Madhya Pradesh, India

Abstract: Many studies are conducted on factors affecting green product purchase decision, yet no studies are available on cross-cultural evidence from tier 1 and 2 cities in India. Hence, this study aims to analyse the factors affecting green product purchase decision among the consumers from tier 1 and 2 cities in India. Quantitative data was collected based on convivence sampling technique and proposed hypothesis was testing using PLS algorithm and bootstrapping method. Findings confirm that supporting environmental protection, green product experience, environmental friendliness of companies, and motives behind green product purchase significantly influence the green product purchase decision of consumers from tier 1 city whereas supporting environmental protection, drive for environmental responsibility, green product experience, and motives behind green product purchase significantly influence the green product purchase decision of consumers from tier 2 city.

Keywords: green marketing; consumer behaviour; green product; purchase decision; India.

DOI: 10.1504/IJPQM.2026.153642

International Journal of Productivity and Quality Management, 2026 Vol.48 No.1, pp.107 - 125

Received: 30 Jan 2024
Accepted: 03 Mar 2024
Published online: 19 May 2026 *

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