An Empirical Study on the Purchase Intention of Green Products in India

Abstract

In this study, Theory of intended behaviorand reasoned action was considered to determine consumption of the green product by the consumers in India. Thegoal of this study is to test and develop a green consumption model using an additional construct environment concern and TPB. A sample of 512 consumers in India was considered for the survey. Research has found thatenvironmental fear has a mediationeffect on the final purchase intention of the consumer.