A STUDY OF FACTORS INFLUENCING THE YOUNG BUYERS' DECISIONS TO PURCHASE SUSTAINABLE PRODUCTS IN UTTARAKHAND, INDIA

Main Article Content

Dr. Priya Singh
Dr. Pooja Chauhan

Keywords

Environment Knowledge, Environmental awareness, Environmental Attitude, Purchase intentions, sustainable products

Abstract

Present study was aimed to examine the factors influencing purchasing behaviour among consumer of sustainable products. A self- administered questionnaire was drawn by using street intercept method from the young consumers of age between 18-30 years from different cities of Uttarakhand, India. Exploratory and confirmatory factor analysis was utilized to find out the structure, goodness of fit, validity of constructs and its dimensions. Structural equation model for measuring multiple causal effects was also employed. Present findings suggest that environmental knowledge, environmental awareness, environmental attitude and price of sustainable product are significantly related to youth’s purchase intentions towards sustainable products

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