Green Products: Factors Exploring the Green Purchasing Behavior of Southern Indian Shoppers

Rambabu Lavuri(1), Gugyh Susandy(2),

(1) Osmania University, Department of Business Management, Hyderabad, India
(2) Sekolah Tinggi Ilmu Ekonomi Sutaatmadja, Department of Management, Subang, Indonesia


Based on the theory of planned behavior (TPB) approach, this exploratory study aims to examine factors exploring the green purchasing behavior of southern Indian shoppers. The research study seeks to expand the planned behavior to include three additional variables, namely, environmental concern, knowledge, and media exposure. Data was collected from 429 respondents from three southern Indian states. Purposive and snowball samplings were adopted in the selection of respondents. The data was analyzed using the IBM SPSS 23.0 package using factor analysis, Pearson correlation, and multiple regression. The findings concluded that subjective norms have no significant association with the green purchase intention. Variables such as media exposure environmental concern, environmental knowledge, and perceived behavioral control had a significant impact on the green purchase intention, which, in turn, had a substantial effect on the GPB. These results support the TPB model. This research will help green marketers to develop new green strategies and plans to increase sales volumes and build good relationships with targeted green customers.


environmental concern, environmental knowledge, green purchasing, perceived behavior, subjective norms






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Indonesian Journal of Sustainability Accounting and Management (IJSAM) 
p-ISSN 2597-6214 | e-ISSN 2597-6222 
Published by Universitas Pasundan, Indonesia.
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