Authors: G. Muruganantham
Addresses: Department of Management Studies, National Institute of Technology, Tiruchirappalli, Tamilnadu, 620015, India
Abstract: The purpose of this paper is to provide an insight on the Indian consumer dynamics on green products by assessing the factors leading to consumers' attitude towards green products, and its effect on their purchase intention. This study has used a structured questionnaire that measures the following aspects: respondents' awareness about green products, factors influencing the formation of respondents' attitude towards green products and purchase intention. The collected data was analysed through AMOS 16 version for structural equation modelling. The study results show that psychological attributes and brand name positively influences the consumer attitude towards green products purchase. The study has led to a number of implications for successful marketing and advertising of green brands in India. Both researchers and practitioners would be benefited from this research finding. This research provides an extended scope for product specific studies and post purchase behaviour of select green products.
Keywords: green products; consumer behaviour; consumer attitudes; India; purchase intention; green marketing; environmental marketing; structural equation modelling; SEM.
International Journal of Social Entrepreneurship and Innovation, 2013 Vol.2 No.4, pp.293 - 311
Received: 22 Jun 2013
Accepted: 08 Jul 2013
Published online: 28 Feb 2014 *