Green Purchasing Behaviour of Indian Consumers: An Environmental Protection Perspective

The rapid expansion in population and mass consumption has led to the emergence of many environmental problems. Environmentalism has become an important social and corporate issue, which has led to green movements for the conservation of the environment. This study is designed to examine the determinants of the green purchasing behaviour among Indian consumers. For this purpose, data were collected from 412 consumers using the structured questionnaire. Descriptive statistics and classic linear regression are used to test the proposed hypotheses. The result shows that environmental concern, perceived environmental responsibility and environmental awareness are positively related to the green purchasing behaviour.