Journal Press India^®

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The current study examines the variables which influence the intention of young generation in India to purchase green products and to determine empirically those variables relationship with green purchase intention. Research survey was done using quantitative analysis and the data was collected through online questionnaires filled out by 195 young students of a university located in tier 2 city of Uttar Pradesh. Factor analysis, Correlation analysis and Regression Analysis were used for the data analysis. The most important factor associated with these consumers' green purchase intention is their environment concern, followed by green trust, personal norms, and yes they are price conscious, but it does not affect their green purchase intentions substantially. The results will be helpful for marketers in formulating various green marketing strategies on how to attract young potential prospects and customers to purchase green products as they are influencer also in family when comes to decision making.

Keywords

Green Purchase Intention; Environment Concern Personal Norms; Green Trust; Price Conscious; Young Generation

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