The Determinants of the Green Economy : An Empirical Investigation into the Linkage Between Green Purchasing Behavior of Young Consumers and Environmental Sustainability

The study envisages the consumer’s decision to buy a product that carries the potential to add to a more or less sustainable environment. Consumer realization to purchase green products leads to an ethical and sustainable lifestyle, which sometimes results in greater complexity in green purchasing behavior. Thus, the study measures the factors affecting the consumers’ purchasing behavior towards green products by delving into the existing literature. The study has also proposed a conceptual model considering the impact of identified factors such as environmental knowledge and awareness, environmental concern and altruism, environmental attitude, and perceived consumer effectiveness on green purchasing behavior. The data was collected using a structured questionnaire from young adults. Convenience and purposive sampling methods were used. The major area of concern in the research is that if consumers do not prefer green products, companies will find little incentive to produce them