DETERMINING ECO-FRIENDLY PURCHASE INTENTION: AN EMPIRICAL ANALYSIS IN INDIAN AUTOMOBILE INDUSTRY

  • Dr.M.Sivakoti Reddy et al.

Abstract

Eco-friendly automobiles mitigates carbon emission and 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’s product and promotion factor that would
intends the most and intern leads to eco-friendly 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 eco-friendly
automobile purchase intention. An empirical examination was performed through a survey by considering
the sample size of 151 respondents who purchase eco-friendly automobile. Descriptive and inferential
statistical techniques are performed such as factor analysis and multiple regressions. By the observations
it is evident that demographics have 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