ORIGINAL RESEARCH
‘Our Planet, Our Health’ - Impact of Health
Consciousness and Environmental Concern
on Green Purchase Behavior: Role of Reference
Groups
More details
Hide details
1
DAV College for Women, Ferozepur, Punjab, India
2
Mittal School of Business, Lovely Professional University, Phagwara (Punjab), India
3
College of Administrative and Financial Sciences, Saudi Electronic University, Riyadh, Saudi Arabia
4
College of Administrative and Financial Sciences, Saudi Electronic University, Jeddah Branch, Saudi Arabia
Submission date: 2023-06-09
Final revision date: 2023-08-20
Acceptance date: 2023-09-08
Online publication date: 2023-11-21
Publication date: 2024-01-22
Corresponding author
Nusrat Khan
College of Administrative and Financial Sciences, Saudi Electronic University, Jeddah Branch, Saudi Arabia
Pol. J. Environ. Stud. 2024;33(2):1191-1202
KEYWORDS
TOPICS
ABSTRACT
The present study attempts to ascertain the impact of health consciousness and environmental
concern on millennials’ buying behavior (through attitude and intentions) towards green personal care
products. It also assesses reference group influence’s impact on the association between green buying
intentions and behaviors. This study collects first-hand data from 402 millennials who use green
personal care products to meet their routine needs. A purposive-cum-simple random sampling method
was adopted. The partial least squares (PLS) structural equation modeling (SEM) method was used for
the analysis. Findings show that health consciousness and environmental concerns impact consumers’
attitudes in predicting green purchase behavior. The formed attitude strongly influences green buying
intentions and behavior. In addition, reference group influence dampens the linkages between green
purchase intentions and the behavior of Indian millennial consumers. The findings can be used to
create new organizational strategies and policies for emerging economies and better understand green
consumer behavior.