IJFANS International Journal of Food and Nutritional Sciences

ISSN PRINT 2319 1775 Online 2320-7876

DETERMINANTS OF GREEN PURCHASE INTENTION AMONG THE CONSUMERS OF CHENNAI METROPOLITIAN CITY

Main Article Content

G. Mohan,Dr. P.Na Kanchana

Abstract

Indian consumer’s consumption basket has shown a positive shift in terms of spending and buying socially responsible products. The products might be FMCG, sweets and savouries, buying appliances, cars or the regular grocery products. Increased awareness, Bitter health issues which is faced for the self and the family members in the past and the spending capacity made the consumers given an outlook as “Green consumers”. Being Chennai is a metropolitan city, spending a bit huge money would not be a big burden for the consumers especially who works as a professionals. In this study the researcher incorporated five green constructs namely Green comprehension, Green sustainability, Green pricing, Green outlook and Green novelty. The results of the study proved that, “Green Comprehension” and “Green outlook” were found to the significant predictors of the green purchase intention. 115 samples were collected as a primary data and bi variate and multivariate tools were used to find out the results.

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