Predicting Green Product Purchase Intention

Abstract

Purchasing green products is an emerging concept that promotes producing and selling environmentally safe products and services. The concept of green marketing firstly came into practice in the 1980s resulting in rapid environmental deprivation experienced during the time. However, while research was done extensively in developed countries, consumer purchasing behavior associated with green products are not properly investigated in developing countries. Therefore, in this study, the researcher aims to identify the impact of multiple antecedents on customer purchasing intention. The data were collected from 250 respondents who were selected using non-random methods. The data were collected using attitudinal statements which were anchored on five points ranging from strongly agree to strongly disagree. The result reveals that customers' "attitudes” are positively related to green product purchase intention and at the same time "willingness to pay” is positively related to green product purchase intention. Moreover, environmental concern is positively related to green product purchase intention as well. Subjective norms and perceived behavior control have not shown any significant relationship with purchase intention as per the study results. The study shows that creating positive attitudes towards green products will significantly increase consumer purchase intention.