Young Consumer's Green Purchasing Behavior: Opportunities for Green Marketing

This study aims to identify the key antecedents that influence young Indian consumers' environmental attitudes, which indirectly affect their green purchasing behavior. A model is proposed to test the impact of factors affecting environmental attitude and green purchasing behavior. A convenience sampling method was employed to obtain 730 usable responses from young students. The study explores the hypotheses that altruism, interpersonal influence, and environmental knowledge of young consumers affect their environmental attitude. A path analysis shows that environmental attitudes of young consumers affect their green purchasing behavior, demonstrating the attitude-behavior model. The article concludes by presenting theoretical and practical implications for future research in environmental psychology.