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Factors influencing green purchase behavior of millennials in India

Management of environmental quality, 2018-07, Vol.29 (5), p.798-812 [Peer Reviewed Journal]

Emerald Publishing Limited ;Emerald Publishing Limited 2018 ;ISSN: 1477-7835 ;EISSN: 1758-6119 ;DOI: 10.1108/MEQ-02-2018-0023

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Title:
Factors influencing green purchase behavior of millennials in India
Author: Chaudhary, Richa ; Bisai, Samrat
Subjects: Attitudes ; Behavior ; Boundary conditions ; Buying ; Consumer behavior ; Consumerism ; Consumers ; Cultural factors ; Education ; Environmental impact ; Environmental management ; Environmental perception ; Environmental quality ; Green marketing ; Green procurement ; Hotels & motels ; Hypotheses ; Industrial development ; Markets ; Millennials ; Model testing ; Motivation ; Natural & organic foods ; Perceptions ; Purchase intention ; Purchasing ; Structural equation modeling ; Studies ; Variables ; Willingness to pay
Is Part Of: Management of environmental quality, 2018-07, Vol.29 (5), p.798-812
Description: Purpose Building on the theory of planned behavior (TPB), the purpose of this paper is to understand the green buying behavior of educated millennials in India. The study also attempts to extend the TPB by including two additional variables, environmental concern (EC) and willingness to pay premium, in the framework. Design/methodology/approach Data were collected from 202 students from various departments of an institute of higher education in India. The proposed model was tested with the help of structural equation modeling using bootstrapping procedures in SPSS AMOS 24. Findings Except for the direct association between subjective norm (SN) and purchase intention (PI), the study provided support for the TPB framework. EC was found to exert an indirect influence on green PI through its effect on attitude, SN and perceived behavioral control. Willingness to pay premium moderated the relationship of PI with green buying behavior. PIs were found to successfully translate into purchase behavior (PB). Practical implications This research by promoting an understanding on the factors affecting the green buying behavior of educated millennials in India will assist green marketers to tap the tremendous potential inherent in this market segment by formulating customized market plans and strategies. Originality/value The study extends the existing literature by validating and extending the TPB framework in a unique cultural context and advancing the understanding of underlying psychological mechanisms and boundary conditions of the relationship between PIs and PBs.
Publisher: Bradford: Emerald Publishing Limited
Language: English
Identifier: ISSN: 1477-7835
EISSN: 1758-6119
DOI: 10.1108/MEQ-02-2018-0023
Source: ProQuest Central

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Factors influencing green purchase behavior of millennials in India

Emerald Publishing Limited ;Emerald Publishing Limited 2018 ;ISSN: 1477-7835 ;EISSN: 1758-6119 ;DOI: 10.1108/MEQ-02-2018-0023

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