Open AccessAN EMPIRICAL INVESTIGATION OF FACTORS INFLUENCING GREEN PRODUCT PURCHASE INTENTION OF MILLENNIALS
Author(s) -
Mohd Maaz Khan Sherwani,
Mohd. Azmi Khan,
Mohd. Amanullah,
Amgad S.D. Khaled
Publication year - 2021
Publication title -
studies in economics and business relations
Language(s) - English
Resource type - Journals
ISSN - 2709-670X
DOI - 10.48185/sebr.v2i1.307
Subject(s) - structural equation modeling , confirmatory factor analysis , product (mathematics) , marketing , business , exploratory factor analysis , advertising , sustainability , psychology , empirical research , exploratory research , sample (material) , green marketing , mathematics , sociology , statistics , service (business) , ecology , geometry , biology , chemistry , chromatography , anthropology
This paper looks into the sustainability aspect from millennials point of view and highlight the factors which influence their buying decision to prefer green or eco-friendly products over traditional products. Initially, those factors were identified which have an impact on green product purchase intention and their relationship is assessed. To explore the factors, an extensive literature review was conducted and three factors green brand knowledge, attitude towards green brand and willingness to pay were found to be pertinent. This study adopts a conclusive research design to investigate the impact of these factors on green product purchase intention. Data was analyzed through exploratory factor analysis, confirmatory factor analysis (CFA) and structural equation modeling (SEM) on a sample size of 376. Results of study showed that all the constructs namely green brand knowledge, attitude towards green brand and willingness to pay have direct and positive effect on green product purchase intention.