Investigating Predictors of Purchase Intention towards Green Products

Abstract

With increasing awareness as regards environmental problems and its consequences, most of the customer are changing their life style and started using green products. Because of changing behavior of customers towards environment, the companies are also giving emphasis on green marketing strategies. The purpose of this paper was to explore the drivers which affect consumer purchase intention towards green products in Indore city. A study was also made to analyze their impact on purchase intention towards green products. Data were collected in Indore from customers through self-structured questionnaire. Exploratory factor analysis was used to identify the drivers and their impact was analyzed through regression analysis. The results show that three drivers namely Functionality and Environment concern, Marketing mix and Social Status influences consumer purchase intention towards green products purchasing. The study revealed that functionality & environment concern as well as Social image has positive impact on purchase intention.