Journal Press India^®

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With the growing importance of environment issues in a vastly competitive world, it is imperative for green marketers as well as green manufacturers to understand youth intention toward green products in a marketing context. For this reason, this study serves the function of examining the two variables namely, subjective norms and perceived behavioural control that could influence youth intention toward green products in India. Survey method has been used to collect data from P.G students of University of Jammu, using well-structured questionnaire. Extensive review of literature has also been done and questionnaire has been duly purified and validated before the data analysis. Structural Equation Modeling has been used to investigate the relationship between the two factors viz., subjective norms & perceived behavioural control and youth green intention. The results reveal a significant impact of subjective norms and perceived behavioural control on green purchase through various factors namely  peer group influence, social expectations, reference group views, green information, ability to buy and availability of products.

Keywords

Green product; Green purchase intention; Perceived behavioural control; Subjective norms.

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