Title: Impact of promotional strategies on green purchase behaviour of young consumers

Authors: Hitesh Jhanji; Rajesh Verma

Addresses: Mittal School of Business, Lovely Professional University, NH1 Jalandhar Delhi GT Road 144411, India ' Mittal School of Business, Lovely Professional University, NH1 Jalandhar Delhi GT Road 144411, India

Abstract: The consumer electronics market in India is expected to more than double by 2025. The main theme of this article is to examine the impact of various promotional strategies (advertising, direct marketing, internet marketing, personal selling, public relations and sales promotion) on the green purchase behaviour of young consumers and to identify the promotional strategy having maximum influence on the green purchase behaviour of young consumers towards energy efficient goods. Young male and female consumers between the ages of 15 and 29 were requested to fill out the survey. The data was filled from 630 respondents of Punjab state from India using quota sampling. The hypothesis was framed and tested using PLS SEM. Empirical findings have confirmed that there is an impact of various promotional strategies on the green purchase behaviour of young consumers. The young consumers can be successfully persuaded to purchase energy efficient goods through a well-rounded promotional strategy.

Keywords: green purchase behaviour; environment; young consumers; energy efficiency; promotional strategies; sustainable economic growth.

DOI: 10.1504/IJGE.2026.155230

International Journal of Green Economics, 2026 Vol.20 No.3, pp.289 - 308

Accepted: 19 Jan 2026
Published online: 29 Jul 2026 *

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