Green marketing practices and green consumer behavior: Demographic differences among young consumers

The research was undertaken to study the influence of demographics, especially gender, age, education, and income, on the green purchase decisions of Indian consumers. The structured close-ended questionnaire was distributed among millennials (graduate, post-graduate, and doctorate students) in educational institutions in the UT of Jammu and Kashmir. A total of 700 students participated in this study employing stratified random sampling. ANOVA and t-tests were used to analyze the data. The study results show that education and income significantly influence while Age and gender do not significantly influence the green consumer behavior of young Indian consumers. The insights in this study will be helpful to green marketers as they develop strategies for Indian consumers of various genders, age groups, educational backgrounds, occupations, and socioeconomic levels. Future academics and researchers might adopt this work as a starting point to further explore the idea of green marketing in India.