Understanding the Green Purchasing Behaviour of Millennials Living in Bucharest

In recent times, green purchasing behaviour has received considerable attention from researchers, consumers and companies. According to specialists, buying products that are sustainable and environmentally friendly is critical to reducing environmental degradation. Thus, the main objective of this paper is to investigate the impact of various factors on the green purchasing behaviour of Romanian consumers. The factors investigated are attitude, level of knowledge and subjective norm. The current study is part of a larger quantitative research. An online survey was used to collect data, relying on convenience sampling. Data was collected from 213 green consumers living in Bucharest. Millennials represent the demographic cohort chosen for analysis. This group is considered to be the most concerned and informed about environmental problems and sustainability. The data sets obtained were analysed with the help of SPSS software package. The main statistical techniques implemented were correlation analysis, independent t-test and one-way analysis of variance (ANOVA). Data analysis revealed that attitude, level of knowledge and subjective norm influence in a positive manner the green purchasing behaviour of millennials living in Bucharest. The strongest correlation was found between green buying behaviour and level of knowledge. Among the demographic characteristics explored, it was found that gender, education level and income can stimulate green purchasing behaviour. The findings presented in this study offer relevant and valuable insights regarding the green purchasing behaviour of millennials living in Bucharest. Based on these results, companies can develop tailored promotional activities that will increase the sales of organic products. We hope this research theme will receive more attention at local level, considering that the organic market is rapidly expanding in Romania