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Green Products: Factors Exploring the Green Purchasing Behavior of South Indian Shoppers

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  • Rambabu Lavuri

  • Gugyh Susandy

Abstract

On the basis of the theory of planned behavior (TPB) approach, this exploratory study aims to examine factors exploring the green purchasing behavior of south Indian shoppers. The research study seeks to expand the planned behavior to include three additional variables, namely, environmental concern, knowledge, and media exposure. Data were collected from 429 respondents from three southern Indian states. Purposive and snowball samplings were adopted in the selection of respondents. The data were analyzed using factor analysis, Pearson’s correlation, and multiple regression. The findings concluded that subjective norms have no significant association with the green purchase intention. Variables such as media exposure, environmental concern, environmental knowledge, and perceived behavioral control had a significant impact on the green purchase intention, which, in turn, had a substantial effect on the green purchasing behavior. These results support the TPB model. This research will help green marketers to develop new green strategies and plans to increase sales volumes and build good relationships with targeted green customers.

Suggested Citation

  • Rambabu Lavuri & Gugyh Susandy, 2020. "Green Products: Factors Exploring the Green Purchasing Behavior of South Indian Shoppers," Indonesian Journal of Sustainability Accounting and Management, Asian Online Journal Publishing Group, vol. 4(2), pages 174-191.
    • Handle: RePEc:aoj:ijsaam:v:4:y:2020:i:2:p:174-191:id:7202
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    Cited by:

    1. Nika Rakuša & Borut Milfelner, 2025. "Cultural Moderators of Green Product Purchase Intention: An Examination Through the Lens of the Theory of Planned Behavior," SAGE Open, , vol. 15(3), pages 21582440251, September.
    2. Mohsin, M. & Siddiqui, Danish Ahmed, 2026. "Influence of factors like TikTok Videos, Information, Trust, and Entertainment on Gen Z Consumers’ Attitude and Purchase Intention Towards Sustainable Fashion Brands in Pakistan: The Complementary Role of Traditional and Religious Values, and Culture," EconStor Preprints 340192, ZBW - Leibniz Information Centre for Economics.
    3. Cherrey May Vivienne O. Osahita. & Jade Nathalia S. Ellorimo & Millisa E. Saramosing-Equit, MBA, 2026. "Consumer Buying Behavior towards the Adoption of Eco- Friendly Products: An Analysis from Generation Z Consumers of Goods in Poblacion Valencia City, Bukidnon," International Journal of Research and Innovation in Social Science, International Journal of Research and Innovation in Social Science (IJRISS), vol. 10(5), pages 11483-11556, May.

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