Exploring green purchasing behaviour of young urban consumers

Abstract

Purpose – The purpose of this study is to explore factors that affect green purchasing behaviour (GPB) of young Indian consumers. Design/methodology/approach – A total of 161 young Indian consumers between age group of 15 and 18 years residing in northern region of the country were surveyed employing researcher controlled sampling. Data was collected thorough structured refined research instrument that comprised scales to measure various facets of green purchasing behaviour using five point Likert scale. The research instrument also included questions for generating demographic profile of respondents. For the purpose of meeting the study objectives, research hypotheses, well-grounded in relevant theory were empirically tested using appropriate statistical tools. Findings – Exploratory factor analysis (EFA) revealed existence of five underlying factors namely green purchasing behaviour, environmental involvement, environmental attitude, environmental consciousness and perceived effectiveness of environmental behaviour that affect green purchasing behaviour of young urban consumers in India. Green purchasing behaviour and its variation across demographic variables has been ascertained by testing the considered hypotheses. Research limitations/implications – The results may not be providing generalizability. Practical/implications – This paper is expected to provide valuable insights in the area of green purchasing behaviour of young Indian urban consumers which can be of immense help to domestic and international marketers in dovetailing their marketing strategies and developing appropriate promotional messages. Originality/value – The paper attempts to provide a glimpse into the nature of green purchasing behaviour of young urban Indian consumers which has been scantily researched. Also the gender differences among young Indian consumers regarding green attitudes contributes to the worth of literature.