Main Article Content
This study examines the influence of various psychological factors on the green purchase behavior of young Indian consumers. For this, a conceptual model has been proposed and subjected to empirical verification with the use of a survey. The survey results obtained in three major Indian universities provide reasonable support for the validity of the proposed model. The study found that green attitude of young consumers directly leads to their green intention and their attitudes toward green products, in turn, are also seen to affect their green purchase behavior via the mediator of green purchase intention. This study also discusses how the present findings may help the Indian government and green marketers to fine-tune their environmental programs.