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An Empirical Study to Assess the Relationship Between Environmental Consciousness and Green Purchasing Decisions Among Youngsters

PRIMA: Practices and Research in Marketing

Volume 5 Issue 1/2

Published: 2014
Author(s) Name: Meenal Guglani, Tejinderpal Singh | Author(s) Affiliation:
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Abstract

Society has been becoming increasingly conscious towards social issues during past few decades. The concerns like deforestation, global warming and recycling have gained importance making the consumers awake and aware for the need to conserve the natural environment. This has convinced the ecologically conscious consumers to inculcate this concept in their purchase behavior and select the products that do not harm the environment. The need for such awareness gets deeper with the purchase of consumer durable products, particularly consumer electronics and white goods. Todays youth, representing a sizable pie of discretionary individual level consumption within the household, has got more access to information, financial independence and greater ability to influence the household level consumption. This creates a need to study the environmental concern of this segment of the society and the relevance of this concern in their purchase decision for consumer durable products. The study is an attempt to understand the relationship between the measures of environmental consciousness and green purchasing behavior of youngsters towards consumer durable products.

Keywords: Environmental Consciousness, Green Purchasing Behaviour, Youngsters

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