Abstract
Millennials have become more inclined towards buying green products in developing countries like India, but a very few literatures focus on this emerging market research in the past have discussed about the rising level of environmental concern but the factors affecting the buying behaviour of consumer towards green products are not clearly defined. The main purpose of this research is to identify the factors that form the consumer attitude and motivate them to purchase energy efficient appliances (green product) in India. Data were collected from a total of 410 respondents across India through self-administered survey method by contacting respondents. The structural equation modelling (SEM) has been used to confirm the result of hypotheses. The outcome of data analysis represents that social appeal, environmental friendliness of companies, ethical marketing practices, product experience were significant influencer of consumer buying behaviour.
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