The objective of this paper is to explore the impact of demographic and psychographic variables on the green purchase intention and behavior of the consumers of Kanpur region. For this purpose, we have conducted a review of the major research papers related to consumer buying behavior and its relationship with demographic and psychographic variables. Data was collected through questionnaires and underlying factors were found out through Factor Analysis. Results show that altruism, perceived consumer effectiveness and environmental concern are important factors determining green purchase behavior. The results of this research would help us better understand the factors that drive consumers towards buying green products.
Impact Factor
2022: 6.012
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