The antecedents of green purchase behaviour of Indian households

Environmental friendly products and packaging are necessary for survival competing in the current markets. This paper examines effect of green skepticism on purchase intentions context Indian households. The study proposed a model with relationships between antecedents intentions. primary data (n345) is collected through structured self-administered questionnaire, establishing validity reliability confirmative factor analysis (CFA). results structural equation modelling (SEM) support that does not affect directly but environmental knowledge concern. concern have robust direct positive summarizes consumer as an essential indirect input to behaviour. research contributes marketing literature by supporting contention plays vital role behaviour added further evidence. &nbsp