Influence of Consumers’ Socio-Economic Characteristics and Attitude on Purchase Intention of Green Products

Abstract

The purpose of this study is to investigate the influence of consumers' socio-economic characteristics and attitude on intention to purchase green products among the consumers in Chennai. The Theory of Planned Behavior is used in this study to investigate the consumers' attitude and intention to purchase green products. This study shows that the intention of consumers to purchase green products is determined by having a positive attitude, subjective norms (green movement) and perceived behaviour control (green foods are concerned about the environment and food safety). Furthermore, the findings of this study indicate that external variables such as educational qualification and monthly income are significant socio-economic determinants of consumers' intention to purchase green products. Consumers who have a higher monthly income and educational qualification are more likely to be concerned about the environment and therefore tend to purchase green products.