Volume 3, Issue 3,September- December 2012, Pages 32-41, Page Count - 10
A STUDY ON DETERMINANTS OF CONSUMERS` PURCHASE BEHAVIOUR TOWARDS GREEN PRODUCTSN. Mahesh (1) R. Ganapathi (2)
(1) Professor, Dhanraj Baid Jain College, Thoraipakkam, Chennai, Tamil Nadu, India.
(2) Assistant Professor, Directorate of Distance Education, Alagappa University, Karaikudi, Sivaganga, Tamil Nadu, India.
Manuscript ID:- 00000-52495
Access Type : Open Access
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Cite this article:N. Mahesh,R. Ganapathi, A Study On Determinants Of Consumers` Purchase Behaviour Towards Green Products, International Journal of Management(IJM), 2012, 3(3), PP.32-41
The purpose of this research is to study the determinants of consumers’ purchase behaviour towards green products. . The study reveals that Green Purchase Attitude (GPA) is positively and significantly correlated with Green Purchase Intention (GPI) and GPI is positively and significantly associated with Green Purchase Behaviour (GPB). Besides, Perceived Product Price and Quality (PPP and Q) is also positively and significantly related with Green Purchase Behaviour (GPB). A three-step hierarchical regression analysis shows that the moderating effect of Perceived Product Price (PPP) and Quality (Q) have higher and positive impact on GPB of consumers as compared to Green Purchase Intention (GPI). Besides, the interaction between Green Purchase Intention (GPI) and Perceived Product Price (PPP) and Quality (Q) has also had a positive impact on consumers’ GPB.
This shows that competitive price and quality of a green product have positive impact on consumers GPB, if they have high and positive intention to purchase them. This shows that if businesses offer environmentally friendly products to consumers with identical price and quality as compared to traditional products, along these consumers have positive intentions to purchase green products, GPB will be high. Therefore, businesses must ensure competitive pricing strategies along with strong green quality controls to attract the prospective green consumers.
Green Purchase Attitude Green Purchase Behaviour Green Purchase Intention Perceived Product Price and Quality
|ISSN Print: 0976-6502||ISSN Online: 0976-6510|
|Source Type: Journals||Document Type: Journal Article|
|Publication Language: English||DOI:|
|Abbreviated Journal Title: IJM||Access Type: Open Access|
|Publisher Name: IAEME Publication||Resource Licence: CC BY-NC|
|Major Subject:Social Sciences and Humanities||Subject Area classification: Business, Management and Accounting|
|Subject area: Business, Management and Accounting (miscellaneous)||Source: SCOPEDATABASE|