Going Green- The Road ahead for Green Challenges in India

The paper aims to understand how people respond to the recent changes that are made due to environmental depletion. Green products are an outcome of the demand made by consumers and various government regulations over the manufacturers to maintain a sustainable environment. The knowledge of a consumer is highly important in identifying an actual green product over a presumed one. Purpose: To measure their level of perception and knowledge about a green product among various age groups and occupational categories. Methodology: Structural equation modeling (SEM) is used to study the relationship of green product perception and green product knowledge over green purchase intention. Garrett ranking was used to measure the reasons of purchase. Findings: Green product perception has more impact over green purchase intention than green product knowledge. Necessity and cost of the product were the main reasons for purchasing a product. Implications: The green product perception was more influential in green purchase intention. Hence these factors may be taken for consideration in improving the product quality meeting the perception of consumers about the product. Keeping a regular check over the product’s quality may also improve the sales of the product.