DIVULGING YOUNG POPULATION’S WILLINGNESS TO PURCHASE GREEN PRODUCTS

Abstract

The aim of this study is to investigate the influencing factors of consumers’ purchase intention of green products. The population of this study was the young people who are basically students. For this study, data were gathered through a Google Form sent by email, along with a cover letter for respondent convenience. The respondents made up the final sample size of the research. The study collected data from current members of the several e-commerce website users in USA. They were sent invitation to take part in and after their approval, their responses were gathered. Five-point Likert scale has been used where ‘1’ stands for ‘Strongly Disagree’ and ‘5’ stands for ‘Strongly Agree’ to find out the item-wise questionnaire. The final sample size was n=514. Moreover, to evaluate the hypothesis, a 5% significance level and SPSS software was used to analyze the data for research purpose. The outcome of this study shows that health consciousness, environmental awareness, and green product knowledge have a positive and significant impact on consumers’ intention to buy green products. Overall these variables are able to explain 46.80% of the variance in predicting behavioral intentions to buy green products. It is found that among the three determinants, health consciousness ((β = 0.413) had the highest impact on the purchase intention of green products among USA young people compared to other variables. This research might provide significant clues to the manufacturers of green products that can severely influence to consumers to buy green products for their wellbeing.