Analysing Green Purchasing Behaviour through Subjective Norms and Perceived Behaviour Control
Journal Title: MUDRA: Journal of Finance and Accounting - Year 2018, Vol 5, Issue 1
Abstract
The motive behind the research is to find and analyse the impact of subjective norms and perceived behaviour control on the purchasing pattern of consumers while selecting eco-friendly products. The increase in consumer awareness related to environment has led a complete change in his/her lifestyle. The consumer of today is well knowledgeable but there are also certain more factors which derive his attitude in a positive direction towards green purchases which will be studied through this piece of research. The purpose of the research is study the factors influencing eco-friendly behaviour of consumers. The study on basis of extensive literature review develops a structured questionnaire, which through SPSS shows that both subjective norms and perceived behaviour control effect positively while making a green purchase decision. The research provides a number of implications for the marketer which can be used in sustainable development of the society.
Authors and Affiliations
Vinay Chauhan, Rohit Bhagat
Keywords
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- EP ID EP624863
- DOI 10.17492/manthan.v5i01.13044
- Views 201
- Downloads 0
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