IDEAS home Printed from https://ideas.repec.org/a/spr/ijogbc/v20y2025i1d10.1007_s42943-025-00112-1.html
   My bibliography  Save this article

Green Buying Behavior: A Shift Towards Sustainable Development

Author

Listed:
  • Preyal Sanghvi

    (Som Lalit Institute of Management Studies)

  • Pratima Shukla

    (SAL Institute of Management)

  • Varimna Singh

    (K J Somaiya Institute of Management
    Indian Institute of Management Mumbai)

  • Reshmi Menon

    (Som Lalit Institute of Management Studies
    Indian Institute of Management Mumbai)

Abstract

In today’s era, retaining customers while minimizing environmental degradation is a key challenge. Sustainable development, emphasizing ecological preservation, economic growth, and responsible consumption, has gained prominence as consumers recognize the harmful effects of pollution and global warming. Green marketing reflects environmentally conscious purchasing behavior, focusing on goods and services that minimize environmental harm. This study investigates factors influencing green product purchase intentions, including pro-environmental concerns, awareness of eco-friendly products, price sensitivity, and socio-demographic variables. A structured questionnaire collected responses from 500 young consumers, analyzed using SPSS and SMART PLS software. The study’s theoretical approach, which is based on the theory of planned behavior (TPB) and the Engel, Kollat, and Blackwell (EKB) model, aims to understand the green purchasing behavior of youth in urban environments, with insights applicable to cities like Ahmedabad.

Suggested Citation

  • Preyal Sanghvi & Pratima Shukla & Varimna Singh & Reshmi Menon, 2025. "Green Buying Behavior: A Shift Towards Sustainable Development," International Journal of Global Business and Competitiveness, Springer, vol. 20(1), pages 42-52, June.
    • Handle: RePEc:spr:ijogbc:v:20:y:2025:i:1:d:10.1007_s42943-025-00112-1
    DOI: 10.1007/s42943-025-00112-1
    as

    Download full text from publisher

    File URL: http://link.springer.com/10.1007/s42943-025-00112-1
    File Function: Abstract
    Download Restriction: Access to the full text of the articles in this series is restricted.
    File URL: https://libkey.io/10.1007/s42943-025-00112-1?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    More about this item

    Keywords

    Green consumerism; Pro-environment concerns; Ecological behavior; Green intention;
    All these keywords.

    JEL classification:

    • Q01 - Agricultural and Natural Resource Economics; Environmental and Ecological Economics - - General - - - Sustainable Development
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • D12 - Microeconomics - - Household Behavior - - - Consumer Economics: Empirical Analysis

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:spr:ijogbc:v:20:y:2025:i:1:d:10.1007_s42943-025-00112-1. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.springer.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.