Title: Exploring factors influencing purchasing behaviour of consumers: an empirical study of green purchasing behaviour

Authors: Rohit Bhagat; Vinay Chauhan

Addresses: The Business School, Bhaderwah Campus, University of Jammu, Bhaderwah, Jammu and Kashmir, India ' The Business School, University of Jammu, Jammu, Jammu and Kashmir, India

Abstract: The recent past has witnessed a tremendous growth in the behavioural intention of consumers towards purchasing of green products. The paper aims at exploring the factors affecting green purchasing behaviour. The study has explored environmental attitude, subjective norms and perceived behavioural control as factors affecting the behaviour of consumers towards green products. The study further shows that consumer tends to show a positive attitude towards green products and the attitude becomes stronger when the product having tangible attributes is backed up by green attributes available in the product. A model has been suggested in the study showing the relationship among the factors explored and their impact on green purchasing behaviour. The study furthermore gives useful insight to the marketer in understanding the factors affecting consumers while making a green purchasing decision, which has made the organisations to adopt environmentally sustainable ways of product manufacturing.

Keywords: environmental attitude; subjective norms; perceived behavioural control; green purchasing behaviour.

DOI: 10.1504/WREMSD.2024.136954

World Review of Entrepreneurship, Management and Sustainable Development, 2024 Vol.20 No.2, pp.219 - 234

Received: 24 Aug 2020
Accepted: 03 Oct 2021
Published online: 01 Mar 2024 *

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