Main Article Content
Environmental degradation and depleting natural resources are the biggest concern for the whole world. Green purchase behavior will go a long way into bring sustainability of the environment. This study is an attempt to find the gap in awareness about environmental concern and actual green buying behavior. The main objective of the study is to examine the antecedents of buying behavior and their influence on green buying behavior. A sample of 200 Punjab region of India is used for this study. Factor analysis, correlation analysis and regression analysis is used to analyze the relationship between green purchase behavior and its antecedents. The results of the study confirm that green purchase behavior has positive and significant relationship with green attitude and green self-concept whereas no significant relationship is found between green purchase behavior and green perception.
How to Cite
Green marketing, Green attitude