Evaluating the Factors Influencing Consumers’ Green Purchase Intention

Abstract

The rising awareness of environmental issues has led to a significant shift in consumer behaviour, with an increasing number of individuals opting for green products and brands, which in turn have encouraged the marketers to rethink their marketing strategies towards green marketing or sustainable marketing. This empirical study thus, aims to examine the factors that influences consumers’ intentions towards purchasing the green or eco-friendly products, particularly in the fast-moving consumer goods (FMCG) industry. The research being descriptive and explanatory in nature, utilised primary data that was collected from a sample of 386 consumers through convenience sampling method in the Kamrup Metropolitan district of Assam. The consumers were surveyed through the store or mall intercept method, using a structured questionnaire, to measure the factors’ effect on consumers’ purchase intention. Hence, the research focuses on four major factors namely, environmental concern, green product experience, health consciousness, and green promotional activities, to fulfil the purpose of the study. The data gathered were statistically analysed using factor analysis and regression analysis to assess the significance of the variables and impact of these factors on the green products’ purchase intention of consumers. The findings reveal that collectively all these four factors positively and significantly influence consumers’ intention to purchase green FMCG or non-durable products, with environmental concern and health consciousness emerging as the most significant predictors.