Determinants of Green Purchase Intention:An Empirical Study in India

Due to the challenges of global warming, nations and people these days have all time high concern for environmental protection. It leads to the emergence of a new way of business, Green Business. The industries who claim that they are environmentally friendly and have concern for society are known as green industries, their marketing philosophy is termed as green marketing and environment friendly products are referred as green products. The adoption of green marketing initiatives is principally a response to the increasing pressures of society on businesses to meet its comprehensive ethical and moral responsibilities. Such inclined trend towards eco-friendly initiatives has been measured by various researchers in different contexts, by emphasizing the measurement of consumers and industrys intention towards green marketing. Many of these researches have been conducted in developed countries and still there is required of putting more focus in the context of developing countries like India. The adoption of green marketing orientation by firms doing business in India is primarily based on intention to purchase green products by Indian consumers. Therefore, this study belongs to the identification and validation of prime factors responsible for affecting green purchase intention (GPI), in the concern context.