Title: Determinant factors influencing green purchase intention of millennials in Delhi/NCR and green consumer needs

Authors: Samriti Mahajan; Rajat Gera

Addresses: School of Commerce and Management, Lingaya's Vidyapeeth, Faridabad, Haryana, India ' Faculty of Management Studies, Manav Rachna International Institute of Research Studies, Faridabad, Haryana, India

Abstract: Green consumption is witnessing an exceptional escalating trend among the millennials - the educated lot who are more conscious or progressively aware of their natural and social responsibility. This study attempts to understand green purchase intentions of young educated millennials on 'theory of planned behaviour' (TPB) with the two additional constructs - i.e., eco-consciousness and socially responsible consumption. Alongside that, we will aim to ponder the significant issues in green consumer behaviour identified with green needs and segmentation as how green products are designed to upgrade consumers' utility. Using cross-sectional descriptive research design, data were collected from 250 millennials from Delhi/NCR. The factors were identified through exploratory factor analysis and then validated through confirmatory factor analysis (CFA). The model was finally tested with structural equation modelling (AMOS-SEM). Thus, the study saliently validates and extends TPB framework in a unique way linking three constructs - eco-consciousness, attitude for green purchase and most importantly, socially responsible consumption that has been untouched in extant studies.

Keywords: eco-consciousness; theory of planned behaviour; TPB; theory of planned behaviour framework; green consumer needs; socially responsible consumption; green purchase; attitude; green segmentation; consumer behaviour; millennials; collectivism.

DOI: 10.1504/IJPSPM.2023.133586

International Journal of Public Sector Performance Management, 2023 Vol.12 No.3, pp.402 - 422

Received: 29 Jan 2020
Accepted: 05 Sep 2020
Published online: 22 Sep 2023 *

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