Environmental Awareness as a Driving Force in Shaping Green Purchasing Behavior: Empirical Evidence from Indian Consumers

Abstract

Consumers are changing their behavior to integrate environmental consideration into their life-style choices as they have started becoming concerned about environment. Consequently, the purchase and consumption of environmentally friendly and socially oriented products are crucial to the protection of natural environment. The present study aims at establishing relationship between the environmental awareness and green purchasing behavior as shown by consumers. The study includes the respondents from Northern India having minimum educational qualification of graduation. The results confirm that environmental awareness among the people tend to make them indulge in green purchasing behavior. Moreover, awareness of readiness for environmental responsibility is found to be the most influencing factor that influences all the dimensions of green purchasing behavior. This means that more the people become aware of environmental responsibility, the more they show environmental buying behavior.

Keywords: Environmental Awareness, Green Purchasing Behavior

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