Exploring the Factors influencing Consumers’ Green Purchase Intention and Green Buying Behaviour

Environmental degradation and its protection has become a trivial matter these days with almost all countries mutually driving their efforts towards environmental issues. Since the last decade, the subject of sustainability has gained drastic momentum because of continuous fall in the availability of resources on this planet and the deteriorating state of the planet, Earth. This increased awareness and concern has led policy makers to explore green marketing and green products as sustainability tools. This paper works in the same direction and makes an attempt to understand green marketing and green products. The paper discusses the various factors that determine consumers’ green purchase intention and attempts to establish a link between green purchase intention and green purchase behaviour. Moreover, the study proposes a conceptual model describing relationship between different variables. The model highlights consumers’ environmental knowledge, environmental concern, environmental awareness, environmental attitude, consumers’ green product perception, eco-label, eco-brand and eco-advertisement as significant predictors of green purchase intention. Further, the model shows green purchase intention as a predictor of green purchase behaviour. The demographics have shown to be moderating the relationship between determining factors and purchase intention. Finally, the paper concludes with recommendations for marketers and policy makers to increase acceptability for green products and increase chances of consumers choosing green products during their actual decision making process.