An Analytical Study On Consumption Values And Customers’ Green Purchase Intention: A Case Of University Students In Haryana

Abstract

In current scenario the green products are play vital role for the environment. Exclusively using a green product will convert consumer comprehend an enhancement in the extent to which consumer get importance by the society, which supervise the warm glow emotions and consequently increase the joy of completing the customer experience.  This study aims is to examine influence of consumption values on customers’ green purchase intention. To investigate the proposed relationship, we collected the required data from 250 respondents using a structure questionnaire. We examine the internal consistency and composition of latent variables using exploratory factor analysis and cronbach’s alpha. Further, we deployed multi-regression technique to investigate the influence of consumption values on customers’ green purchase intention. The findings of this study documented that functional value and social value derived from green products significant influence the intention to purchase green products. In addition, we found that emotional value does not significantly influence the purchase intention. Therefore, our findings provide significant practical implications for consumers, producers and marketers of green products, and government authorities. This research paper will help to determine the awareness and willingness of the consumer to buy green products. This study also focus on further research opprotunites.