Factors influencing green product purchase decision: cross-cultural evidence from tier 1 and 2 cities in India

Many studies are conducted on factors affecting green product purchase decision, yet no studies are available on cross-cultural evidence from tier 1 and 2 cities in India. Hence, this study aims to analyse the factors affecting green product purchase decision among the consumers from tier 1 and 2 cities in India. Quantitative data was collected based on convivence sampling technique and proposed hypothesis was testing using PLS algorithm and bootstrapping method. Findings confirm that supporting environmental protection, green product experience, environmental friendliness of companies, and motives behind green product purchase significantly influence the green product purchase decision of consumers from tier 1 city whereas supporting environmental protection, drive for environmental responsibility, green product experience, and motives behind green product purchase significantly influence the green product purchase decision of consumers from tier 2 city.