Consumer’s Environmental Concern & its Influence on their Purchase Intention: SEM Approach

Green marketing is a recent concept which has been adopted by consumers, organizations & government all over the world to save the natural resources & to protect the environment for the sustainable development of the resources. The research purpose here is to find the environmental concern of consumers & its impact on their purchase decision while they have alternatives available for enviornmet friendly products. From literature review five factors were adoped for primary research. The purchase intention of consumers were measured using five factors named, Recyclable products (R), Not-used-on-animals (NA) products, Energy conservation (EC), Organically grown (OG), Ozone-friendly (OZ) products. The primary research was done using survey questionnaire using convenient sampling of 132 respondent in Ahmedabad. The research reveals that consumers are more willing to purchase & concerned about recyclable products than any other environmental issue. The study reveals that managers & government should focus on increasing awareness & knowledge among the consumers to accept the environment friendly products.