An Empirical Investigation of Factors Affecting Consumer Buying Behaviour for Green Personal Care Products in India

  • Hansini Premi Research Scholar, Department of Management Studies, Malaviya National Institute of Technology, Jaipur, India.
  • Monica Sharma Associate Professor, Department of Management Studies, Malaviya National Institute of Technology, Jaipur, India.
  • G. S. Dangayach Professor, Department of Mechanical Engineering, Malaviya National Institute of Technology, Jaipur, India.
Keywords: Attitude-Behavioural Gap, Green Buying Behaviour, Marketing Strategies, Green Environmental Attitude, Green Brand Preference


The impetus of this paper is to conduct an empirical investigation of factors affecting consumer buying behaviour for green personal care products in India. In this paper an empirical investigation is being carried out to test the reliability and validity of the proposed framework. In the beginning a brief introduction of the problem statement that is “Attitude- Behavioural” Gap has been explained. Further the methodology adopted for the formulation of the proposed framework with explanation of each initiative of (GBB) Green buying behaviour and the Hypothesis formulation has been described. After the hypothesis formulation, data analysis of the proposed framework is being done with the help of techniques like reliability analysis, factor analysis, bivariate correlation and multiple linear regressions. Though all the 7 initiatives were found
to have positive and significant relationship with GBB, Green Environmental Attitude (GEA) emerged as the strongest predictor followed by Green Brand Preference (GBP) and Green Functional Attribute (GFA). The framework showed high level of reliability. The model was found to be significant and together the 7 initiatives explained 70% of the variance. The study is pioneering in sense that all the factors identified have not been tested before together in any of the previous identified frameworks. This makes the framework unique and dynamic in its approach. Secondly a new and different working relationship among the initiatives and GBB was being identified like mostly in literature Intension to Pay has been studied as a mediating variable but in our study researchers have explored its relationship with GBB as an Independent Variable. In conclusion, this paper informs about main predictors of GBB and how they work together too positively or negatively influence GBB. These initiatives would help policy makers and managers in formulating and implementing marketing strategies to encourage GBB. It will also help them to understand the importance and relevance of each identified initiative.