Antecedents of Green Purchase Behavior: A Study of Consumers in Northern India

Abstract

Environmental degradation and depleting natural resources are the biggest concern for the whole world. Green purchase behavior will go a long way toward bringing sustainability to the environment. It will help us in adopting ‘Responsible Consumption and Production,’ which is one of the 17 sustainable development goals (SDGs) of UN. This study is an attempt to find the gap in awareness about environmental concerns and actual green purchase behavior. The main objective of the study is to examine the antecedents of purchase behavior and their influence on green purchase behavior. A sample of 200 consumers from the Punjab region of India is used for this study. Factor analysis, regression analysis, and correlation analysis are used to analyze the relationship between green purchase behavior and its antecedents. The results of the study confirm that green purchase behavior has a positive and significant association with green attitude and green self-concept, whereas no significant relationship is found between green purchase behavior and green perception.