Understanding the Factors Affecting Green Purchase Behavior of Consumers with Special Reference to Uttar Pradesh, India

Abstract

The purpose of this study is to examine the factors affecting green purchase behavior of consumers in Uttar Pradesh, India. The Theory of Planned Behavior (TPB) contains five factors: attitude, subjective norm, perceived behavioral control, purchase intention, and purchase behavior to explain consumers' purchase behavior. This research investigates the determinants of the purchase intention for green products leading to the purchase behavior for the same. The data collected from 300 respondents for the study were analyzed using Confirmatory Factor Analysis and Structural Equation Modeling to validate the Theory of Planned Behavior. The study results indicate that attitude has a significant positive relationship with the purchase intention towards green products. The strength of the significant relationship between subjective norms and purchase intention was good. The relationship between perceived behavioral control and purchase intention was significant. The results of the last hypothesis were significant, which means there was a significant positive relationship between purchase intention and purchase behavior. This study is useful for policymakers, entrepreneurs, marketers, and academicians and gives insight into how to increase purchase intention and purchase for different kinds of green products.