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Abstract Green buying behaviour can stimulate firms and society in the pursuit of sustainability while balancing the demand and supply side of the business cycle with addressing the ecological and social benefits. The objective of this paper is to understand and test the integrative model of green buying behaviour in the Indian and Asian context of sustainable consumption. The model is tested by applying structural equation modeling of path analysis using the total of 410 valid responses. The data were collected from Uttar Pradesh (India) through a structured questionnaire using the purposive convenient sampling. The results validate that “green purchase behaviour” is significantly determined by “green purchase intention,” which in turn significantly and positively influenced by “attitude towards green products.” The results also revealed that the measure of “environmental concern” and “perceived consumer effectiveness” were found to be positive and significant predictor of attitude towards green products, however, “perceived environmental knowledge” was not significantly related to attitude towards green products and perceived consumer effectiveness in the model. The discussion and implications are manifested towards sustainable consumption in the context of emerging target markets.
Jaiswal et al. (2018) studied this question.