AN EMPIRICAL INVESTIGATION OF FACTORS INFLUENCING GREEN PRODUCT PURCHASE INTENTION OF MILLENNIALS
Keywords:Green brand knowledge, attitude towards green brand, willingness to pay, green product purchase intention, millennials
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.
- 2021-07-17 (2)
- 2021-07-17 (1)
How to Cite
Copyright (c) 2021 Studies in Economics and Business Relations
This work is licensed under a Creative Commons Attribution 4.0 International License.