Chapter 9, Factors Influencing Customers’ Inclination to buy Green Products: An Indian Perspective

In today’s world, organisations and people are progressively prioritising sustainable practices are crucial for establishing competitive advantages. Companies must oversee their environmental policies to survive in today’s competitive, dynamic, and volatile landscape. This research examines the variables influencing consumers’ green purchasing intentions (GPI) in light of these concerns. The research model was verified both theoretically and experimentally via questionnaires. The questionnaire was sent to many young consumers via convenience sampling. Smart PLS-Structural Equation Modelling (SEM) was used to assess the model. The data indicate that attitude, subjective norms, and perceived behavioural control directly influenced the intention to make green purchases, whereas environmental knowledge had an indirect effect. The research offered essential insights into scholarly and practical perspectives about society’s need to sustain, safeguard, and endure amidst environmental problems.