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<p>In today’s era, retaining customers while minimizing environmental degradation is a key challenge. Sustainable development, emphasizing ecological preservation, economic growth, and responsible consumption, has gained prominence as consumers recognize the harmful effects of pollution and global warming. Green marketing reflects environmentally conscious purchasing behavior, focusing on goods and services that minimize environmental harm. This study investigates factors influencing green product purchase intentions, including pro-environmental concerns, awareness of eco-friendly products, price sensitivity, and socio-demographic variables. A structured questionnaire collected responses from 500 young consumers, analyzed using SPSS and SMART PLS software. The study’s theoretical approach, which is based on the theory of planned behavior (TPB) and the Engel, Kollat, and Blackwell (EKB) model, aims to understand the green purchasing behavior of youth in urban environments, with insights applicable to cities like Ahmedabad.</p>

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Green Buying Behavior: A Shift Towards Sustainable Development

  • 期刊论文

  • 发表日期：

    2025年5月12日

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  • Preyal Sanghvi,
  • Pratima Shukla,
  • Varimna Singh,
  • Reshmi Menon

摘要

In today’s era, retaining customers while minimizing environmental degradation is a key challenge. Sustainable development, emphasizing ecological preservation, economic growth, and responsible consumption, has gained prominence as consumers recognize the harmful effects of pollution and global warming. Green marketing reflects environmentally conscious purchasing behavior, focusing on goods and services that minimize environmental harm. This study investigates factors influencing green product purchase intentions, including pro-environmental concerns, awareness of eco-friendly products, price sensitivity, and socio-demographic variables. A structured questionnaire collected responses from 500 young consumers, analyzed using SPSS and SMART PLS software. The study’s theoretical approach, which is based on the theory of planned behavior (TPB) and the Engel, Kollat, and Blackwell (EKB) model, aims to understand the green purchasing behavior of youth in urban environments, with insights applicable to cities like Ahmedabad.