FROM CONCERN TO COMMITMENT: ANALYSIS OF THE DETERMINANTS OF GREEN PURCHASE INTENTION AMONG INDIAN CONSUMERS

Meenu

doi:10.29121/ShodhPrabandhan.v2.i2.2025.105

Authors

Meenu Assistant Professor, Department of Commerce, C.R.S.U Jind, Haryana, India Author

DOI:

https://doi.org/10.29121/ShodhPrabandhan.v2.i2.2025.105

Keywords:

Green Purchase Intention, Environmental Concern, Perceived Consumer Effectiveness, Attitude Towards Green Products, Willingness To Pay Premium, Sustainable Consumption, Attitude-Behaviour Gap

Abstract

Sustainable consumption has been brought from the periphery into the mainstream of public, commercial and academic debate as a result of increasing environmental degradation, but there has been a long-standing disconnect between consumer declared attitudes and actual consumption patterns. The theoretical and practical need to understand what converts convert into commitment is thus critical. The study examines the cognitive, attitudinal and economic factors influencing green purchase intention in one integrated framework by integrating the concepts of environmental studies and marketing and consumer psychology. The descriptive and analytical approach used in this research was cross-sectional type, where primary data was obtained by distributing a structured questionnaire with five scales Likert in the middle level, which used purposive-convenience sampling technique to the consumer number 312. Reliability analysis, descriptive statistics, Pearson correlation, hierarchical multiple regression and one-way ANOVA with post hoc comparisons were used to analyze the data. Attitude towards green products, perceived consumer effectiveness, environmental concern and willingness to pay a premium all had significant positive effects on green purchase intention, with attitude being the most important, and these four above variables accounted for 46% of the variance, in addition to the demographic baseline. The purchase intention for green products was also found to be significantly different according to monthly household income. The results suggest that intention is more influenced by positive product attitudes, beliefs about personal efficacy and the perceived ability to incur a cost than by abstract awareness, and highlight the potential for policy and/or marketing measures based on targeted messaging and credibility.

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