Factors affecting consumers' green product purchase decisions

Purpose - The literature on green consumer behaviour recently focuses upon the Asian markets. Though environmental consciousness in Indian consumers is observed in the literature, their purchase behaviour towards green products is not yet clearly understood. So, the purpose of this paper is to study the factors affecting consumers' green product purchase decisions in India. Design/methodology/approach - The research employs a survey-based method to test a theoretically grounded set of hypotheses. Using a 38-item questionnaire and snowball sampling method, the data were collected from 403 working Indian respondents in Mumbai. The data were analysed using exploratory and confirmatory factor analyses. Structural equation modelling was used to test the proposed hypotheses. Findings - The results witnessed that the respondents possess willingness to support environmental protection, realization of environmental responsibilities, and inclination towards searching green product-related information and learning about green products. Supporting environmental protection, drive for environmental responsibility, green product experience, environmental friendliness of companies and social appeal are identified as important factors affecting green product purchase decisions. Research limitations/implications - Results of the research are useful for marketing professionals for green products to develop effective green marketing strategies emphasizing personal relevance, social importance and environmental significance of purchasing, using and disposing green products that produce increased levels of satisfaction for customers and influence their decisions to buy green products. Originality/value - This research provides valuable insights into green consumer behaviour in Indian context by examining the factors that influence their purchase decisions towards green products.