Rapid economic growth with technological development and population expansion has resulted in several negative environmental consequences such as global warming, depletion of natural resources, acid rain, etc. In support for environmental protection, human health concern and sustainable development, the consumers have been slowly shifting towards the green consumption. On account of this green shift, companies have modified the product-mix strategy and introduced products with recyclable and biodegradable packaging, energy-efficient operations and superior human health features. Young consumers represent a main force in sustainable growth efforts and hold the potential to avert or lessen environmental damage by purchasing green products. Existing literature on green marketing has considered attitude, intention and behavior of consumers toward green products as key factors to enlarge the market share of green products. So, the present empirical study has been undertaken with an objective to assess the attitude, intention & behavior of University youth toward green products in three northern states namely, Jammu & Kashmir, Punjab and Himachal Pradesh. The green product categories undertaken for the study are based on daily consumption and usage basis comprising green stationery, green clothing, green food, green personal care products, and green healthcare and green mobile phones.
The study comprises of seven chapters each supported by tables, figures, analysis and findings.
The first chapter entitled ‘A Conceptual Framework of Green Consumption’ provides a theoretical understanding about the green marketing, green products, green consumers and green brands.
The second chapter titled ‘Review of Green Product Literature’ presents a concise review of various dimensions relating to main construct of the study and their relationship. Based on the extensive review of the literature, the chapter focuses on the unexplored research areas in terms of research gap and presents a proposed research model.
The third chapter titled ‘Research Design and Methodology’ outlines the research need, objectives and hypotheses, sample design, data collection procedure and statistical tools used for analyzing the data and the limitations that detain the boundaries of the present research study.
The fourth chapter is about the ‘Consumption of Green Products in India and Among Sample Respondents’. It highlights a brief overview of global and Indian market for green products. Moreover, a concise demographical profile of sample households with brief analysis of the purchase behaviour in terms of the usage and awareness patterns of green products and brands is also presented.
The fifth chapter entitled ‘Scale Purification and Validation through Exploratory Factor Analysis and Confirmatory Factor Analysis’ displays data reduction through exploratory factor analysis (EFA) with brief description of each emerged factorial structure. The emerged factorial structure is confirmed through confirmatory factor analysis (CFA) through AMOS.
The sixth chapter is about ‘Examining Attitude, Intention and Behaviour of Youth towards Green Products’ presents the results of hypotheses testing about the impact of various factors on attitude towards green products, intention towards green products & green purchase behaviour and the relationship among these three constructs using a structural model in AMOS
The last chapter titled ‘Conclusion and Suggestions’ summarizes the findings and provides theoretical and managerial implications of the study.
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