An Analysis Of Consumers’ Purchase Intention Of Green Fmcg Products

Abstract

Purpose many studies conducted on green consumer behaviour are related to environmental concerns, the motives behind green consumer behaviour and the impact of attitudes, perceptions & living standards on purchase intent is not studied at a city level. Hence, this study aims to analyse the green product purchase intent and factors influencing the decision of consumers of Hyderabad city along with attitudes, perceptions and living standards. Present study utilises survey-based research method. Primary data were collected from 766 consumers from Hyderabad city using a convenience sampling method. A Stepwise Hierarchical regression method with forward selection approach has been utilise to test hypothesized relationships in the study. The results confirms that perception, attitude and living standards does influence the consumer intent to buy Green Product or Eco-friendly products. However, interestingly out of three layers second model prove to be are better model predicting Consumer Intention to buy green products and his established as an optimised model. Whereas the third layer model prove to be having less predict model among all three models. Results discussed in this paper will help policy makers to formulate their policies in lieu of variables affecting the purchase decision.