AN EMPIRICAL INVESTIGATION OF FACTORS INFLUENCING GREEN PRODUCT PURCHASE INTENTION OF MILLENNIALS

https://doi.org/10.48185/sebr.v2i1.307

Authors

  • Mohd Maaz Khan Sherwani Aligarh Muslim University
  • Mohd. Azmi Khan Assistant Professor, Institute of Technology & Management, Aligarh
  • Mohd. Amanullah Assistant Professor, Institute of Technology & Management, Aligarh
  • Amgad S. D. Khaled Dep. of Management information system, Al-Rowad University, Taiz, Yemen

Keywords:

Green brand knowledge, attitude towards green brand, willingness to pay, green product purchase intention, millennials

Abstract

This paper looks into the sustainability aspect from millennials point of view and highlight the factors which influence their buying decision to prefer green or eco-friendly products over traditional products. Initially, those factors were identified which have an impact on green product purchase intention and their relationship is assessed. To explore the factors, an extensive literature review was conducted and three factors green brand knowledge, attitude towards green brand and willingness to pay were found to be pertinent. This study adopts a conclusive research design to investigate the impact of these factors on green product purchase intention. Data was analyzed through exploratory factor analysis, confirmatory factor analysis (CFA) and structural equation modeling (SEM) on a sample size of 376. Results of study showed that all the constructs namely green brand knowledge, attitude towards green brand and willingness to pay have direct and positive effect on green product purchase intention.

Published

2021-07-17 — Updated on 2021-07-17

Versions

How to Cite

Sherwani , M. M. K. ., Khan, M. A. ., Amanullah, M., & Khaled, A. S. D. . (2021). AN EMPIRICAL INVESTIGATION OF FACTORS INFLUENCING GREEN PRODUCT PURCHASE INTENTION OF MILLENNIALS. Studies in Economics and Business Relations, 2(1), 45–59. https://doi.org/10.48185/sebr.v2i1.307