Green purchasing behaviour: A conceptual framework and empirical investigation of Indian consumers

The findings unveiled that Green purchase intention (GPI) was significantly and directly driven by Attitude towards green products (AGP), Environmental concern (EC), and Perceived consumer effectiveness (PCE) directly and indirectly via the mediating the role of AGP however, perceived environmental knowledge (PEK) was found to be insignificant effect on both AGP and GPI in this study. Moreover the measure of GPI was found to be the fundamental predictor of Green purchase behaviour (GPB) in the model. Hence, the present model provides valuable inputs to policymakers and marketers to design from the perspective of green marketing policies and strategies in order to cope with the indigenous Indian context.