Determinants Influencing Towards the Consumption of Green Products among the Consumers: A Structural Equation Approach

Rationale of the Study: The extensive writing on consumer of green newly focus by the marketers and markets. Even though consciousness environmental in Indian consumers is examined through the literature, their buying behavior towards products green is not so far implicit. Therefore, the present study is contemplate on make out the determinants influencing the consumption of green products in Chennai city. Research Design: The research makes use of survey method technique to test a hypothetically grounded position of hypotheses. A simple convenience sampling method used and collected the data from 709 users of organic food products. To test the hypothesis of the study, the Structural Equation Modelling utilized. Findings: The determinants, namely environmental protection, environmental responsibility, Experience of personal, Social Appeal aspect, and Environmental kindliness, significantly influence the buying decision of green products in the study area. Implications of the Study: The study results are useful to the marketing professionals of green products. It also helps the organizations to frame the strategies of marketing aspect and also helpful to the organizations to identify the consumer’s perception and satisfaction of using green products.