EXAMININGTHE FACTORS INFLUENCING PURCHASE INTENTION FOR ECO-FRIENDLY PRODUCTS: AN EMPIRICAL ANALYSIS

  • M. Ramu et al.

Abstract

Eco-friendly products are highly sustainable, widely acceptable for consumers’ health aspects. In this
connation, it is considerable factor for a marketer to indulge his self to identify that what consumers’
percept about the company’sproduct and promotion factor that would intends the most and intern leads to
green purchase decision. By intensive literature review the three higher order factors along with age,
gender and educational qualifications are considered in the present study with price, product and
promotion as independent factors which influence green product purchase intention. An empirical
examination was performed through a survey by considering the sample size of 151 respondents who
purchase green products. Descriptive and inferential statistical techniques are performed such as factor
analysis and multiple regressions. By the observations it is evident that demographics has a considerable
intervention along with product and promotion on purchase intention and subsequently intention leads to
green purchase decision. Eventually, results along with discussions and conclusions are drawn in the
study

Published
2020-07-10