Abstract
Green purchasing behaviour or Environment-friendly buying behaviour is the consumption or use of products that are benevolent or beneficial to the environment, sensitive or responsive to ecological concerns. The environmental consciousness, willingness to pay higher price, perceived environmental performance of a product, and company's perceived environmental performance were identified as the factors that will decide the green purchase decision from the available literature and validity through pilot study. This was subjected to two and three wheeler customers in Kerala and the study showed that there are relevant factors which influence the green purchasing behavior.
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