Antecedents of Buying Intention towards Green Products - A Structural Equation Modelling Approach

The consumer in the present era is not only sensitive towards environment but also shows his concern towards environmental problem and health issues related to consumption of the non-green product. Hence the consumer ensures his consumption activity should not have any detrimental affect towards the environment; consequently the consumer shows favourable attitude towards the green product and strongly support for the consumption of eco-friendly product. This development of the green consumption behaviour is strongly preceded by the attitude and behavioural belief system of the consumer. Earlier cross-sectional studies have shown the attitude of the consumer is the important factor towards buying intention but earlier studies have not clearly stated the importance of social and control belief on the buying intention of the consumer. The thrust of the current study is to explore the relationship of attitude of green consumer towards their perceived subjective norms, perceived consumption effectiveness and buying intention. The data was collected from 428 respondents by adopting multistage random sampling procedures from important cities of Odisha. The collected data were analyzed with PLS-SEM technique. The findings of the study revealed that the attitude towards green product is the most important factor that influences perceived subjective norms, perceived consumption effectiveness and buying intention of the consumer. The current study unveils the basic understanding about the consumption behavior towards green product. Further, the findings of the study can encourage marketers in developing strategies to entice green consumers.