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Analysing Green Purchasing Behaviour through Subjective Norms and Perceived Behaviour Control

Vol 5, Issue 1, January - June 2018 | Pages: 46-55 | Research Paper  

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Author Details ( * ) denotes Corresponding author

1. Vinay Chauhan, Professor, The Business School, University of Jammu, Jammu and Kashmir, India (
2. * Rohit Bhagat, Assistant Professor, The Business School, Bhaderwah Campus, University of Jammu, Jammu and Kashmir, India (

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.


Subjective Norms; Perceived Behaviour Control; Green Purchase Intention

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