Millennials Green Consumption Behavior and Its Linkage to Firms Marketing Competitiveness: Findings From Select Study in Uttarakhand
The pursuit of economic growth has led to severe damage to the environment. Over exploitation of natural resources has had a significantly negative impact on the environment. Awareness of the destruction of natural resources resulting from human activities has raised the issue of environmental protection and environmental consciousness. The growing consciousness towards an environmental breakdown and climate change has necessitated the need for green consumption and the sustainability of resources. The adoption of green consumerism will not only address environmental and ecological issues but will also help firms to improve their performance and productivity by efficiently using resources and cutting down wastage. Therefore, the current study aims to explore the factors that shape the purchase intention of millennials in India. The four antecedents namely: subjective norm, perceived behavioral control, perceived value and attitude have been taken as an endogenous variable in the study. The structural equation modeling (SEM) has been used to test the proposed hypothesis in the study. The data were collected using systematic random sampling and a total of 500 respondents were approached to obtain the desired information. All hypotheses were found to be significant except for perceived behavioral control. The findings of the study will enrich marketers' understanding of young consumers' intent to buy green products. These findings may further provide insights to managers and policymakers to enhance the performance of firms.