The Influence of Environmental Concerns and Knowledge on the Consumers Purchase Intention of Environmentally Friendly Products in India

Abstract

This paper is an exploratory study on the relationship of environmental concern and environmental knowledge of consumers with their purchase intention of environmentally friendly products in India. A structured questionnaire was distributed to people in various major urban cities in India and various responses were collected towards their perceived views relating to their environmental concern, environmental knowledge, and general views and perceptions related to green products. Furthermore, the responses were analysed and partial least square-structural equation modelling was conducted to study the relationships of environmental concern, environmental knowledge, and purchase intention of environmentally friendly products. It was found that environmental concern had a positive influence on the purchase intention of environmental-friendly products, however environmental knowledge was not found to have a significant relationship with it. Environmental knowledge instead had an indirect influence on the consumers purchase intention by having a positive influence on environmental concern