Understanding the New Age Green Consumer

The main aim of this study was to develop a better understanding about consumers who have made a green purchase or intend to do so, and what factors influence that decision. A wide range of variables were examined in this study including 1. Green Purchase Intention, 2. Green Packaging and Labels, 3. Attitude towards Green Purchase Behaviour, 4. Subjective norms, 5. Influence of a Price point 6. Perceived Behavioural Control in terms of Eco friendly purchase, and how various socio-demographics groups differ in these variables. The theory of planned behaviour was used as a basis to examine relations between these variables. Self assessment questionnaires based on 5 point likert scale were used to assess the mentioned variables. Research was conducted on male and female subjects of age 18 and above, spread across various socio demographic groups, data was collected from 404 subjects. Collected data was analysed using JASP Descriptive analysis, t-test, ANOVA, and correlation. The results show a significant difference between various socio-demographic groups with respect to Green Purchase Intention. The findings underscore the significance of visually appealing and Eco-conscious packaging in driving positive attitudes and behaviours related to green purchases.

Keywords:- Consumer Behaviour, Green Consumerism, Green Packaging, Theory of Planned Behaviour, Eco-Labels.