DETERMINANTS OF GREEN PURCHASE INTENTIONS-EMPIRICAL ANALYSIS WITH REFERENCE TO HYDERABADJNDIA
Keywords:
SocialInfluence, HealthConsciousness, GreenPurchaseIntentions, ,Attitudetowards green productsAbstract
Increasing knowledge on various environmental problems among consumers has led them to move towards the path of sustainable consumption. As a result, attention towards the“ greenaspect” ofproducts,aswellastheireffectsonEarthhasgainedprominence. On the other hand concerntowardshealthisbecomingoneofthepriorconcernsofconsumers,makingthemadopta healthy lifestyle, which is being showcased in the form of purchasing and consuming greenproducts. The objective of this paper is to studythe individual’s attitude towards greenproducts, health consciousness andsocial influence on consumer green purchase intentions of organicfoodproductsamongtheconsumersofHyderabad.Thestudyisconductedbycollectingquestionnaires from the consumers visiting organic stores for buying organic food products.The samples collected were 200for conducting the data analysis. The statistical tools used inthe study are Correlation,Factor analysis, Multiple Linear Regression Analysis. Attitudetowards green products emerged as a predominant factor, positively influencing the purchaseintentions of individuals. The findingsdepicted that green market is in evolving stage indeveloping countries like India and opens an avenue for marketers to exploit the opportunities available ingreen marketindustry.
References
Ajzen, I. and Fishbein, M. (1980). Understanding Attitudes and Predicting SocialBehavior.Englewood Cliffs. New Jersey. PrenticeHall.
Ajzen.(200l).NatureandOperationsofAttitudes.Annul.Rev.Psycho,52,27-58.
Akehurst,G.,Afonso,C.,&MartinsGongalves,H.2012)Reexamininggreenpurchasebeha viourandthegreenconsumerprofile:new evidences.
Bandura,Albert(1986),SocialFoundationsofThoughtsandAction:ASocialCognitionTheory, Englewood Cliffs,NJ:Prentice-Hall.
Beckford,C.L.,Jacobs,C.,Williams,N.,andNahdee,R.(2010),6tAboriginalEnvironmenta1 Wisdom, Stewardship, and Sustainability: Lessons From the Walpolelsland First
Nations, Ontario, Canada” , The journal of environmental education, Vol,41 No. 4,pp.239-248.
B.DiPietro,R.,Cao,Y.,&Partlow,C.(2013).Greenpracticesinupscalefoodserviceoperations. International Journal of Contemporary Hospitality Management, 25(5),779 796.
Chan, R.Y.K, Yam, E., (2001). “ Green movement in a newly industrializing area:asurveyontheattitudesandbehavioroftheHongKongcitizens,” JournalofCommunityand
Applied SocialPsychology, Vol.5,No.2,pp.73-84.
Chen, Y., & Chang, C. (2013). Towards green trust. Management Decision,
Downloads
Published
How to Cite
Issue
Section
License
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
You are free to:
- Share — copy and redistribute the material in any medium or format for any purpose, even commercially.
- Adapt — remix, transform, and build upon the material for any purpose, even commercially.
- The licensor cannot revoke these freedoms as long as you follow the license terms.
Under the following terms:
- Attribution — You must give appropriate credit , provide a link to the license, and indicate if changes were made . You may do so in any reasonable manner, but not in any way that suggests the licensor endorses you or your use.
- No additional restrictions — You may not apply legal terms or technological measures that legally restrict others from doing anything the license permits.
Notices:
You do not have to comply with the license for elements of the material in the public domain or where your use is permitted by an applicable exception or limitation .
No warranties are given. The license may not give you all of the permissions necessary for your intended use. For example, other rights such as publicity, privacy, or moral rights may limit how you use the material.
