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Factors Affecting Towards Green Purchase Behavior Among Young Consumers in India
Abstract
The objective of the chapter is to examine the factors that are essential for the green purchase behavior among the young consumers in India. The study consists of 343 young respondents, who were surveyed with the help of structured measurement instrument. The sample has been analyzed with the help of exploratory factor analysis and linear regression analysis. It was found in the study that the awareness towards the green product, attitude towards eco-labeling, and satisfaction via green products are significantly and positively linked to the green purchase behavior, whereas the attitude towards green pricing and ecologically concerned consumers are not associated with the green purchase behavior.
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