Socio-demographics as antecedents of green purchase intentions: a review of literature and testing of hypothesis on Indian consumers

Green marketing and green consumerism are on the rise, but not all consumers are equally green. The success in marketing green products depends on accurately identifying green consumer segments. The aim of this study is to examine the relationship of socio-demographic variables on Indian consumers' intention to purchase green products. In the current study, socio-demographic variables were considered as independent variables to segment and identify green consumers, while green purchase intentions were considered as a dependent variable. Using a sample of 545 responses obtained from a field survey conducted in two states of northern India, the multivariate regression model suggests that only education level is a significant predictor of green purchase intentions of Indian consumers. The study proposes certain implications for marketing and policy actors as well as for researchers that can be potentially useful for targeting green consumers in India and for conducting further research in this field.