The role of subjective norms in purchase behaviour of green FMCG products

Abstract

The study aims to recommend and investigate a model of effect of constructs, word of mouth, motivation to comply and social influence on purchase intention and behaviour which are operationalised by a path model. The research has taken up a survey-based method to check a theoretically grounded set of hypotheses. A well-structured and closed ended questionnaire with nine-point Likert scales that were well established from previous researches was administered to collect responses from 501 respondents. The data was gathered from the respondents and analysed using SPSS and AMOS with techniques of CFA and SEM to get the results. The outcomes of SEM prove that subjective norms significantly impact the purchase intention of green products leading to purchase behaviour. The findings can help the marketers to formulate their policy with regard to actions which would enhance the purchase and usage behaviour of the consumers towards green products.