Green product purchase decision: a conceptual model of factors influencing the decision of Indian consumers

Abstract

Purpose

Many studies conducted on green consumer behaviour are related to environmental concerns, the motives behind green consumer behaviour and the impact of demographic characteristics on purchase decisions are not studied yet in the Indian context. Hence, this study aims to analyse the green product purchase decision and factors influencing the decision of Indian consumers along with demographic characteristics.

Design/methodology/approach

Present study utilise survey-based research method. Primary data were collected from 367 consumers in Hyderabad using a snowball sampling method. A structural equation modelling approach was employed to test the hypothesis.

Findings

Findings confirm that supporting environmental protection, drive for environmental responsibility, green product experience, environmental friendliness of companies, social appeal and motives behind green product purchase significantly influence the green product purchase decision. Meanwhile, control variables such as gender, qualification and income also have a significant effect on the green product purchase decision.

Research limitations/implications

Results discussed in this paper will help policymakers to formulate their policies in lieu of variables affecting the purchase decision. Further, the findings of the current study can be utilised by managers to study the buying behaviour of green purchasers. This will help them to remain competitive in the Indian market.

Originality/value

This research presents a novel conceptual framework for the present study influenced by literature. The present study expanded the framework by adding a new independent variable: motives behind green product purchases and a control variable: demographic characteristics of Indian consumers.

Citation

Mishra, V. and Kulshreshtha, K. (2023), "Green product purchase decision: a conceptual model of factors influencing the decision of Indian consumers", British Food Journal, Vol. 125 No. 9, pp. 3160-3174. https://doi.org/10.1108/BFJ-09-2022-0783