Green Products: Factors exploring the Green purchasing behaviour of South Indian shoppers

Green Products: Factors exploring the Green purchasing behaviour of South Indian shoppers

HYPOTHESES

 H1: ME have positively associated with EK, EA and GPI.

 H2: EK has positively associated with EA, SNs, PBC and GPI.

 H3: EC has positively associated with EA, SNs, PBC and GPI.

 H4: EA has positively associated with GPI.

 H5: SNs has positively associated with GPI.

 H6: PBC has positively associated with GPI

 H7: GPI has positively associated with GPB

Figure 1 Hypothetical conceptual frame work for a research study

4. METHODOLOGY

Sample size 429 participants

Sample area Five cities of three states e.i Telanagna, Andhrapradesh and tamilnadu Sampling methods Non-probability sampling method i.e, Snow ball and purposive

sampling methods

Data collection Primary data and secondary data Data collection tools Survey and interview methods

Research Duration September 2019 to March 2020 (8 months)

Statistical tools Descriptive statistics, ANOVAs, Pearson correlation and Multiple regressions

Soft ware SPSS 23.0 Version, Ms-Word, Excel and power point

Cochran's Sample size formula Z

²

* P (P-1)

SS = --- e

²

SS = Sample Size

Z = Z-Value/ Confidence Level @ 95% level i.e 1.96

P = % of population picking choice from the total population (40%=0.4) e = Confidence interval/ Marginal error

1.96

²

* 0.4 * 0.6 SS = --- .0025

SS = 368.79 (369)

Table 1 Research sample size and rate of response S.n

o Cities State Sample Usable

Returns

Percentage rate 1 Secunderaba

d Telanagna 127 114 89

2 Hyderabad Telanagna 141 129 91

3 Vijayawada Andhra Pradesh 97 81 83

4 Amravati Andhra Pradesh 80 62 77

5 Chennai Tamil Nadu 72 43 59

Total 517 429 82

Descriptive statistics

Age

Frequency Percent Valid Percent Cumulative Percent Valid

Below 25 years

89 20.8 20.8 20.8

26-35 years

218 50.8 50.8 71.6

36-45 years

74 17.2 17.2 88.8

46 and above

48 11.2 11.2 100.0

Total

429 100.0 100.0

Gender

Frequency Percent Valid Percent Cumulative Percent

Valid male

284 66.2 66.2 66.2

female

145 33.8 33.8 100.0

Total

429 100.0 100.0

education

Frequency Percent Valid Percent Cumulative Percent Valid

Below degree

98 22.8 22.8 22.8

Degree

120 28.0 28.0 50.8

PG

139 32.4 32.4 83.2

Above PG

72

16.8 16.8 100.0

Total

429 100.0 100.0

occupation

Frequency Percent Valid Percent Cumulative Percent

Valid

Govt employee 131 30.5 30.5 30.5

Private employee 153 35.7 35.7 66.2

Own Business 51 11.9 11.9 78.1

others 94 21.9 21.9 100.0

Total 429 100.0 100.0

Monthly Income Level

Frequency Percent Valid Percent Cumulative Percent

Valid

Below 25,000 72 16.8 16.8 16.8

25,001 - 35,000 187 43.6 43.6 60.4

35,001 - 45,000 85 19.8 19.8 80.2

45,001 and above 85 19.8 19.8 100.0

Total 487 100.0 100.0

AUTHOR PREPARED

Shopper's Demographic statistics

Shopper's demographics (N=429)

Frequency %

Age

Below 25 years 89 20.7

26-35 years 218 50.8

36-45 years 74 17.2

46 and Above 48 11.2

Gender Male 284 66.2

Female 145 33.8

Education

Below Degree 98 22.8

Degree 120 28.0

PG 139 32.4

Above PG 72 16.8

Occupation

Govt employee 131 30.5

Private employee 153 35.7

Business 51 11.9

Other 94 21.9

Monthly income (in

rupees)

Below 25,000 72 16.8

25,001-35,000 187 43.6

35.001 - 45,000 85 19.8

45,001and Above 85 19.8

RELIABILITY TEST ME

Case Processing Summary

N %

Cases

Valid 429 100.0

Excluded^a 0 .0

Total 429 100.0

a. Listwise deletion based on all variables in the procedure.

Reliability Statistics Cronbach's

Alpha

N of Items

.788 5

EK

Case Processing Summary

N %

Cases

Valid 429 100.0

Excluded^a 0 .0

Total 429 100.0

a. Listwise deletion based on all variables in the procedure.

Reliability Statistics Cronbach's

Alpha

N of Items

.712 4

EC

Case Processing Summary

N %

Cases

Valid 429 100.0

Excluded^a 0 .0

Total 429 100.0

a. Listwise deletion based on all variables in the procedure.

Reliability Statistics Cronbach's

Alpha

N of Items

.810 4

EA

Case Processing Summary

N %

Cases

Valid 429 100.0

Excluded^a 0 .0

Total 429 100.0

a. Listwise deletion based on all variables in the procedure.

Reliability Statistics Cronbach's

Alpha

N of Items

.739 4

SNs

Case Processing Summary

N %

Cases

Valid 429 100.0

Excluded^a 0 .0

Total 429 100.0

a. Listwise deletion based on all variables in the procedure.

Reliability Statistics Cronbach's

Alpha

N of Items

.799 3

PBC

Case Processing Summary

N %

Cases

Valid 429 100.0

Excluded^a 0 .0

Total 429 100.0

a. Listwise deletion based on all variables in the procedure.

Reliability Statistics Cronbach's

Alpha

N of Items

.846 3

GPI

Case Processing Summary

N %

Cases

Valid 429 100.0

Excluded^a 0 .0

Total 429 100.0

a. Listwise deletion based on all variables in the procedure.

Reliability Statistics Cronbach's

Alpha

N of Items

.831 3

GPB

Case Processing Summary

N %

Cases

Valid 429 100.0

Excluded^a 0 .0

Total 429 100.0

a. Listwise deletion based on all variables in the procedure.

Reliability Statistics Cronbach's

Alpha

N of Items

.768 3

Descriptive Statistics

N Mean Std. Deviation

AvgME 429 3.9557 .75095

AvgEA 429 3.9406 .71181

AvgEK 429 3.7686 .79551

AvgEC 429 3.8345 .77282

AvgSNs 429 3.5113 .89547

AvgPBC 429 3.5711 .96104

AvgGPI 429 4.2502 .79952

AvgGPB 429 3.4810 .93754

Valid N (listwise) 429

AUTHOR PREPARED

Variable s

Item

s DC Mean Std. Deviation CA ( >

0.7)

ME 5 5 point LK 3.955

7 .75095 .788

EA 4 5 point LK 3.940

6 .71181 .739

EK 4 5 point LK 3.768

6 .79551 .712

EC 4 5 point LK 3.834

5 .77282 .810

SN 3 5 point LK 3.511

3 .89547 .799

PBC 3 5 point LK 3.571

1 .96104 .846

GPI 3 5 point LK 4.250

2 .79952 .831

GPB 3 5 point LK 3.481

0 .93754 .768

RESULTS OF FACTOR ANALYSIS

ME

KMO and Bartlett's Test

Kaiser-Meyer-Olkin Measure of Sampling Adequacy. .777

Bartlett's Test of Sphericity

Approx. Chi-Square 621.704

df 10

Sig. .000

Communalities Initial Extraction

ME1 1.000 .622

ME2 1.000 .662

ME3 1.000 .555

ME4 1.000 .370

ME5 1.000 .526

Extraction Method: Principal Component Analysis.

Total Variance Explained

Component Initial Eigenvalues Extraction Sums of Squared Loadings Total % of Variance Cumulative % Total % of Variance Cumulative %

1 2.736 54.712 54.712 2.736 54.712 54.712

2 .804 16.074 70.786

3 .617 12.336 83.122

4 .505 10.110 93.232

5 .338 6.768 100.000

Extraction Method: Principal Component Analysis.

Component Matrix^a Component

1

ME1 .789

ME2 .814

ME3 .745

ME4 .608

ME5 .725

Extraction Method:

Principal Component Analysis.

a. 1 components extracted.

EA

KMO and Bartlett's Test

Kaiser-Meyer-Olkin Measure of Sampling Adequacy. .730

Bartlett's Test of Sphericity

Approx. Chi-Square 315.032

df 6

Sig. .000

Communalities

Initial Extraction

EA1 1.000 .505

EA2 1.000 .606

EA3 1.000 .594

EA4 1.000 .454

Extraction Method: Principal Component Analysis.

Total Variance Explained

Component Initial Eigenvalues Extraction Sums of Squared Loadings Total % of Variance Cumulative % Total % of Variance Cumulative %

1 2.159 53.976 53.976 2.159 53.976 53.976

2 .767 19.176 73.152

3 .550 13.748 86.900

4 .524 13.100 100.000

Extraction Method: Principal Component Analysis.

Component Matrix^a Component

1

EA1 .711

EA2 .778

EA3 .771

EA4 .674

Extraction Method:

Principal Component Analysis.

a. 1 components extracted.

EK

KMO and Bartlett's Test

Kaiser-Meyer-Olkin Measure of Sampling Adequacy. .782

Bartlett's Test of Sphericity

Approx. Chi-Square 567.184

df 6

Sig. .000

Communalities Initial Extraction

EK1 1.000 .674

EK2 1.000 .688

EK3 1.000 .685

EK4 1.000 .506

Extraction Method: Principal Component Analysis.

Total Variance Explained

Component Initial Eigenvalues Extraction Sums of Squared Loadings Total % of Variance Cumulative % Total % of Variance Cumulative %

1 2.553 63.826 63.826 2.553 63.826 63.826

2 .643 16.073 79.899

3 .430 10.760 90.659

4 .374 9.341 100.000

Extraction Method: Principal Component Analysis.

Component Matrix^a Component

1

EK1 .821

EK2 .830

EK3 .827

EK4 .711

Extraction Method:

Principal Component Analysis.

a. 1 components extracted.

EC

KMO and Bartlett's Test

Kaiser-Meyer-Olkin Measure of Sampling Adequacy. .758 Bartlett's Test of Sphericity Approx. Chi-Square 429.934

df 6

Sig. .000

Communalities Initial Extraction

EC1 1.000 .611

EC2 1.000 .463

EC3 1.000 .684

EC4 1.000 .492

Extraction Method: Principal Component Analysis.

Total Variance Explained

Component Initial Eigenvalues Extraction Sums of Squared Loadings Total % of Variance Cumulative % Total % of Variance Cumulative %

1 2.251 56.264 56.264 2.251 56.264 56.264

2 .863 21.570 77.833

3 .538 13.442 91.276

4 .349 8.724 100.000

Extraction Method: Principal Component Analysis.

Component Matrix^a Component

1

EC1 .782

EC2 .681

EC3 .827

EC4 .702

Extraction Method:

Principal Component Analysis.

a. 1 components extracted.

SNs

KMO and Bartlett's Test

Kaiser-Meyer-Olkin Measure of Sampling Adequacy. .738

Bartlett's Test of Sphericity

Approx. Chi-Square 399.537

df 3

Sig. .000

Communalities Initial Extraction

SNs1 1.000 .717

SNs2 1.000 .737

SNs3 1.000 .687

Extraction Method: Principal Component Analysis.

Total Variance Explained

Component Initial Eigenvalues Extraction Sums of Squared Loadings Total % of Variance Cumulative % Total % of Variance Cumulative %

1 2.142 71.403 71.403 2.142 71.403 71.403

2 .463 15.448 86.851

3 .394 13.149 100.000

Extraction Method: Principal Component Analysis.

Component Matrix^a Component

1

SNs1 .847

SNs2 .859

SNs3 .829

Extraction Method:

Principal Component Analysis.

a. 1 components extracted.

PBC

KMO and Bartlett's Test

Kaiser-Meyer-Olkin Measure of Sampling Adequacy. .725

Bartlett's Test of Sphericity

Approx. Chi-Square 548.291

df 3

Sig. .000

Communalities Initial Extraction

PBC1 1.000 .718

PBC2 1.000 .811

PBC3 1.000 .764

Extraction Method: Principal Component Analysis.

Total Variance Explained

Component Initial Eigenvalues Extraction Sums of Squared Loadings Total % of Variance Cumulative % Total % of Variance Cumulative %

1 2.293 76.420 76.420 2.293 76.420 76.420

2 .422 14.055 90.475

3 .286 9.525 100.000

Extraction Method: Principal Component Analysis.

Component Matrix^a Component

1

PBC1 .847

PBC2 .900

PBC3 .874

Extraction Method:

Principal Component Analysis.

a. 1 components extracted.

GPI

KMO and Bartlett's Test

Kaiser-Meyer-Olkin Measure of Sampling Adequacy. .712

Bartlett's Test of Sphericity

Approx. Chi-Square 510.082

df 3

Sig. .000

Communalities Initial Extraction

GPI1 1.000 .692

GPI2 1.000 .779

GP3 1.000 .783

Extraction Method: Principal Component Analysis.

Total Variance Explained

Component Initial Eigenvalues Extraction Sums of Squared Loadings Total % of Variance Cumulative % Total % of Variance Cumulative %

1 2.254 75.131 75.131 2.254 75.131 75.131

2 .445 14.818 89.949

3 .302 10.051 100.000

Extraction Method: Principal Component Analysis.

Component Matrix^a Component

1

GPI1 .832

GPI2 .883

GP3 .885

Extraction Method:

Principal Component Analysis.

a. 1 components extracted.

GPB

KMO and Bartlett's Test

Kaiser-Meyer-Olkin Measure of Sampling Adequacy. .794

Bartlett's Test of Sphericity

Approx. Chi-Square 331.652

df 3

Sig. .000

Communalities Initial Extraction

GPB1 1.000 .659

GPB2 1.000 .673

GPB3 1.000 .717

Extraction Method: Principal Component Analysis.

Total Variance Explained

Component Initial Eigenvalues Extraction Sums of Squared Loadings Total % of Variance Cumulative % Total % of Variance Cumulative %

1 2.050 68.324 68.324 2.050 68.324 68.324

2 .517 17.220 85.544

3 .434 14.456 100.000

Extraction Method: Principal Component Analysis.

Component Matrix^a Component

1

GPB1 .812

GPB2 .821

GPB3 .847

Extraction Method:

Principal Component Analysis.

a. 1 components extracted.

AUTHOR PREPARED

Variables KMO

(NI) X

²

; DF EV %Var FL Media Exposure (ME)

ME1 0.777 (5) 621.704; 5 2.73 54.71 .789

(P<0.001) 6 2

ME2 .814

ME3 .745

ME4 .608

ME5 .725

Environmental Attitude (PC) EA1

0.730 (4) 315.032; 6 (P<0.001)

2.15 9

53.97 6

.711

EA2 .778

EA3 .771

EA4 .674

Environmental Knowledge (PA) EK1

0.782 (4) 567.184; 6 (P<0.001)

2.55 3

63.82 6

.821

EK2 .830

EK3 .827

EK4 .711

Environmental concern (EC) EC1

0.758 (4) 429.934; 6

(P<0.001) 2.25 1

56.26 4

.782

EC2 .681

EC3 .827

EC4 .702

Subjective Norms (SNs)

SNs1 0. 738

(3)

399.537; 3 (P<0.001)

2.14 2

71.40 3

.847

SNs2 .859

SNs3 .829

Perceived behavioural control (PBC)

PBC1 0. 725

(3) 548.291; 3

(P<0.001) 2.29 3

76.42 0

.847

PBC2 .900

PBC3 .874

Green purchase Intentions (GPI)

GPI1 0. 712

(3)

510.082; 3 (P<0.001)

2.25 4

75.13 1

.832

GPI2 .883

GPI3 .885

Green purchase Behaviour (GPB)

GPB1 0. 794

(3)

331.652; 3 (P<0.001)

2.05 0

68.32 4

.812

GPB2 .821

GPB3 .847

RESULTS OF CORRELATIONS

Correlations

AvgME AvgEA AvgEK AvgEC AvgSNs AvgPBC AvgGPI AvgGPB

AvgME

Pearson

Correlation 1 .541^** .509^** .459^** .256^** .239^** .514^** .461^**

Sig. (2-tailed) .000 .000 .000 .000 .000 .000 .000

N 429 429 429 429 429 429 429 429

AvgEA

Pearson

Correlation .541^** 1 .476^** .468^** .315^** .228^** .480^** .430^**

Sig. (2-tailed) .000 .000 .000 .000 .000 .000 .000

N 429 429 429 429 429 429 429 429

AvgEK

Pearson

Correlation .509^** .476^** 1 .577^** .432^** .408^** .486^** .496^**

Sig. (2-tailed) .000 .000 .000 .000 .000 .000 .000

N 429 429 429 429 429 429 429 429

AvgEC

Pearson

Correlation .459^** .468^** .577^** 1 .525^** .512^** .360^** .428^**

Sig. (2-tailed) .000 .000 .000 .000 .000 .000 .008

N 429 429 429 429 429 429 429 429

AvgSNs

Pearson

Correlation .256^** .315^** .432^** .525^** 1 .746^** .071 .084

Sig. (2-tailed) .000 .000 .000 .000 .000 .000 .083

N 429 429 429 429 429 429 429 429

AvgPBC

Pearson

Correlation .239^** .228^** .408^** .512^** .746^** 1 .489^** .388^**

Sig. (2-tailed) .000 .000 .000 .000 .000 .000 .069

N 429 429 429 429 429 429 429 429

AvgGPI

Pearson

Correlation .514^** .480^** .486^** .360^** .071 .489^** 1 .519^**

Sig. (2-tailed) .000 .000 .000 .000 .000 .000 .000

N 429 429 429 429 429 429 429 429

AvgGPB

Pearson

Correlation .461^** .430^** .496^** .428^** .084 .388^** .519^** 1

Sig. (2-tailed) .000 .000 .000 .008 .083 .069 .000

N 429 429 429 429 429 429 429 429

**. Correlation is significant at the 0.01 level (2-tailed).

AUTHOR PREPARED

ME EA EK EC SNs PBC GPI GPB

ME 1 .541

^**

s .509

^**

s .459

^**

s .256

^**

s .239

^**

s .514

^**

s .461

^**

s EA 1 .476

^**

s .468

^**

s .315

^**

s .228

^**

s .480

^**

s .430

^**

s EK 1 .577

^**

s .432

^**

s .408

^**

s .486

^**

s .496

^**

s

EC 1 .525

^**

s .512

^**

s .360

^**

s .428

^**

s

SNs 1 .746

^**

s .071 ns .084 ns

PBC 1 .489

^**

s .388

^**

s

GPI 1 .519

^**

s

GPB 1

**. Correlation is significant at the 0.01 level (2-tailed).

RESULTS OF MULTIPLE REGRESSIONS

 H1: ME have positively associated with EK and EA.

Model Summary

Model R R Square Adjusted R

Square

Std. Error of the Estimate

1 .612^a .374 .371 .59557

a. Predictors: (Constant), AvgEK, AvgEA

ANOVA^a

Model Sum of Squares df Mean Square F Sig.

1

Regression 90.255 2 45.127 127.226 .000^b

Residual 151.104 426 .355

Total 241.359 428

a. Dependent Variable: AvgME

b. Predictors: (Constant), AvgEK, AvgEA

Coefficients^a

Model Unstandardized Coefficients Standardized Coefficients

t Sig.

B Std. Error Beta

1

(Constant) 1.196 .176 6.796 .000

AvgEA .407 .046 .386 8.854 .000

AvgEK .307 .041 .325 7.447 .000

a. Dependent Variable: AvgME

 H2: EK has positively associated with EA, SNs, PBC.

Model Summary

Model R R Square Adjusted R

Square

Std. Error of the Estimate

1 .577^a .333 .328 .65201

a. Predictors: (Constant), AvgPBC, AvgEA, AvgSNs

ANOVA^a

Model Sum of Squares df Mean Square F Sig.

1

Regression 90.175 3 30.058 70.705 .000^b

Residual 180.676 425 .425

Total 270.851 428

a. Dependent Variable: AvgEK

b. Predictors: (Constant), AvgPBC, AvgEA, AvgSNs

Coefficients^a

Model Unstandardized Coefficients Standardized Coefficients

t Sig.

B Std. Error Beta

1

(Constant) .997 .195 5.104 .000

AvgEA .424 .047 .379 9.088 .000

AvgSNs .147 .054 .165 2.706 .007

AvgPBC .164 .049 .198 3.328 .001

a. Dependent Variable: AvgEK

 H3: EC has positively associated with EA, SNs, PBC and GPI.

Model Summary

Model R R Square Adjusted R

Square

Std. Error of the Estimate

1 .641^a .411 .407 .59522

a. Predictors: (Constant), AvgPBC, AvgEA, AvgSNs

ANOVA^a

Model Sum of Squares df Mean Square F Sig.

1

Regression 105.054 3 35.018 98.842 .000^b

Residual 150.570 425 .354

Total 255.624 428

a. Dependent Variable: AvgEC

b. Predictors: (Constant), AvgPBC, AvgEA, AvgSNs

Coefficients^a

Model Unstandardized Coefficients Standardized Coefficients

t Sig.

B Std. Error Beta

1

(Constant) .951 .178 5.330 .000

AvgEA .367 .043 .338 8.629 .000

AvgSNs .183 .050 .212 3.692 .000

AvgPBC .222 .045 .276 4.943 .000

a. Dependent Variable: AvgEC

 H1: ME have positively associated with GPI.

 H2: EK has positively associated with GPI.

 H3: EC has positively associated with GPI

 H4: EA has positively associated with GPI.

 H5: SNs has positively associated with GPI.

 H6: PBC has positively associated with GPI

Model Summary

Model R R Square Adjusted R

Square

Std. Error of the Estimate

1 .613^a .376 .367 .63607

a. Predictors: (Constant), AvgME, AvgEA, AvgEK, AvgSNs, AvgEC, AvgPBC

ANOVA^a

Model Sum of Squares df Mean Square F Sig.

1

Regression 102.857 6 17.143 42.372 .000^b

Residual 170.733 422 .405

Total 273.590 428

a. Dependent Variable: AvgGPI

b. Predictors: (Constant), AvgME, AvgEA, AvgEK, AvgSNs, AvgEC, AvgPBC

Coefficients^a

Model Unstandardized Coefficients Standardized Coefficients

t Sig.

B Std. Error Beta

1 (Constant) 1.229 .210 5.853 .000

AvgME .202 .062 .190 3.287 .001

AvgEA .174 .061 .155 2.853 .005

AvgEK .192 .057 .191 3.396 .001

AvgSNs -.062 .058 -.069 -1.060 .290

AvgEC .222 .086 .200 2.582 .010

AvgPBC .036 .078 .033 .465 .012

a. Dependent Variable: AvgGPI

 H7: GPI has positively associated with GPB

Model Summary

Model R R Square Adjusted R

Square

Std. Error of the Estimate

1 .219^a .348 .046 .91592

a. Predictors: (Constant), AvgGPI

ANOVA^a

Model Sum of Squares df Mean Square F Sig.

1

Regression 17.989 1 17.989 21.443 .000^b

Residual 358.217 427 .839

Total 376.206 428

a. Dependent Variable: AvgGPB b. Predictors: (Constant), AvgGPI

Coefficients^a

Model Unstandardized Coefficients Standardized Coefficients

t Sig.

B Std. Error Beta

1 (Constant) 2.391 .239 9.985 .000

AvgGPI .256 .055 .219 4.631 .000

a. Dependent Variable: AvgGPB

AUTHOR PREPARED Author Prepared

Summary results of Multiple Regressions

Mode

l IV DP R

²

F B t Sig. Results

1 EA

ME .

374

127.22 6

.407 8.854 .000 Supported

EK .307 7.447 .000 Supported

2

EA

EK .

333 70.705

.424 9.088 .000 Supported

SNs .147 2.706 .007 Supported

PB

C .164 3.328 .001 Supported

3

EA

EC .

411 98.842

.367 8.629 .000 Supported

SNs .183 3.692 .000 Supported

PB

C .222 4.943 .000 Supported

4

ME

GPI .

376 42.372

.202 3.287 .001 Supported

EK .192 3.396 .001 Supported

EC .222 2.582 .010 Supported

EA .174 2.853 .005 Supported

SNs -.062 -1.060 .290 Not Supported

PBC .036 .465 .012 Supported

5 GPI GP

B .

348 21.443 .256 4.631 .000 Supported

APPENDIX 1

Scale of perception: Tick the one answer for every question that comes closest to your view:

(Strongly Disagree – 1, Disagree – 2, Neutral – 3, Agree - 4, Strongly Agree - 5)

Variables Dimensions Sources

Media Exposure (ME)

TV

Iman Khalid A-Qader and Yuserrie Zainuddin in 2011 FM Radio

Newspaper & Magazine Outdoor

Internet Environmental

Attitude (EA)

Natural Food uses less agro-chemical.

Sanjeev Kumar et al.

(2012), Anbukarasi and Dheivanai (2017).

Green items with Eco-packaging

Eco-branding & labelling are Green items Green items are safer and healthier

Environmental knowledge (EK)

Sustainability of the ecosystem Sanjeev Kumar et al.

(2012). Anbukarasi and Dheivanai (2017) and Asha

and Ratiha (2017.) Bio-degradable

Recyclable Eco friendly Environmental

Concern (EC) Green goods help build a sustainable

environment Asha and Rathiha (2017).

Earth Friendly procurement of environmentally friendly goods

Reduce waste and recycle

The use of green goods makes you feel happy

Subjective norms (SNs)

My family thinks it's a good idea to buy

Green items. Kamonthip et al., (2016);

Richa Chaudhary, Samrat Bisai, (2018); Demirtas, Bekir. (2019).

Good opinion of my friend encourages me in buying green items.

I would rather buy green goods from people whose views I respect.

Perceived behavioural Control (PBC)

I believe that I have the capacity to buy ecological products.

Kamonthip et al., (2016);

Richa Chaudhary, Samrat Bisai, (2018); Demirtas, Bekir. (2019).

I have the time, the resources and the willingness to buy green goods.

I assume that in the future I will be capable to buy green goods.

Green Purchase intention (GPI)

I shall consider purchasing green goods because in the coming days they are less polluting.

Kamonthip et al., (2016);

Richa Chaudhary, Samrat Bisai, (2018); Demirtas, Bekir. (2019).

I shall consider changing to eco-friendly brands with respect to ecological issues, I prefer to spend more than average on ecologically friendly goods.

Green Purchase behaviour (GPB)

I've frequently purchased green goods Kamonthip et al., (2016);

Richa Chaudhary, Samrat Bisai, (2018); Demirtas, Bekir. (2019);

I have a green habit purchasing products for my daily needs.

I've had a green buying conduct for the

previous six months.