Volume : 2, Issue : 12, December - 2013

A Study on Influence of Demographic Profile on Green Purchase Intention of Consumers in Delhi

Shikha Gupta

Abstract :

Many studies have been conducted about consumers’ green purchase behavior (GPB) in Europe and North America. This research paper examines Indian consumers’ intention to buy environmentally friendly products. The primary focus of this research paper was to examines and investigate the hypothesized relationship between predictor and criterion variable green purchase intention (GPI). The target population for this study consisted of respondents from National Capital Delhi. The sample consisted of 200 participants and convenience random sampling was used. The results from this study showed that there is a difference in green purchase intension of respondents as per their demographic profile i.e age, gender and education. Furthermore, this study would also help businesses/ green marketers to fine–tune their environmental program.