Green Buying Behavior of Young Indian Professionals Marketing Essay
This study examines the psychological factors that influence the green purchasing behavior of young consumers in India. Our primary question was: Our primary question was: 'What are the factors that play a crucial role in the acceptance and mitigation of green purchasing. Marketers of green products need to understand the importance of these variables and the factors that influence the purchasing behavior of young people. The present study identified four cognitive factors: environmental concern EC, perceived consumer effectiveness PCE, attitude towards green products AGP, Mohammed Naved Khan. Aligarh Muslim University. Citations 98 References 116 Summary. This study aims to identify the key antecedents that influence the environment of young Indian consumers. This study aims to identify the key antecedents that influence the environmental attitudes of young Indian consumers, which indirectly influence their green purchases. Using insights from TPB's theory of planned behavior, this study aims to investigate the determinants and their relative importance in predicting green purchasing. has experienced unprecedented economic growth in recent decades; environmental issues have only received attention in recent years. The young Chinese generation, as a major consumer group, has made efforts to achieve sustainable behavior and environmental protection. RYK Chan amp Lau, 2000 because they are, according to Ricci et al. 50 the academic literature on green behavior supports the finding that these norms can play an extremely important role due to the level of social influence. Second, it examines the relationships between both green self-identity and green peer influence, and purchasing behavior mediated by green consumption values, functional value, and social value. This. The study aims to investigate the extent to which green marketing tools, namely eco-brands, eco-labels, eco-packaging and environmental advertising, influence consumer purchases. Data was collected from a sample size of customers and the statistical findings implied a strong link between marketing strategies, product factors, green consumer values and the consumer. Antecedents of Indian consumers' green clothing purchasing behavior. Journal of Global Scholars of Marketing, 2 222-251. DOI: 10.1080 21639159.2021.1885301. Authors: Arpita. The main contributions of this work include: 1 It extends the existing literature by examining the key factors influencing the green purchasing behavior of young consumers. 2 The research results will help companies learn and understand the green purchasing behavior and perceptions of young consumers, and therefore,