ANALYZING PSYCHOGRAPHIC FACTORS AFFECTING GREEN PURCHASE INTENTION

Abstract

Along with Businesses, consumers also play a vital role in promoting green revolution in any country by conscious environmentally responsible purchase decisions. And thus, understanding the consumer behavior towards environmentally safe products is important for enterprises. Studies have identified different psychographic factors that can be considered as predictors of environmentally responsible behavior. This paper tries to build a comprehensive regression model considering psychographic factors such as Environmental Attitude, Environmental Concern, Collectivism, Subjective Norms, Perceived consumer effectiveness, Self-transcendence and Self-enhancement as predictors of Green Purchase Intentions of consumers. A survey of students of a private university of India was conducted to collect the data. The correlation and regression model identified Environmental Attitude, Environmental Concern, Subjective Norms, and Perceived consumer effectiveness as strong predictors of Green Purchase Intention.