A study on the impact of environmental consciousness on green purchasing decisions among Gen Y Customers

Dr. Thamarai Selvi P; Dr.Sandhya Rani C; Dr.Kirupa Priyadarshini M

Volume : VI, Issue : II, February - 2016

A study on the impact of environmental consciousness on green purchasing decisions among Gen Y Customers

Dr. Thamarai Selvi P, Dr. Sandhya Rani C, Dr. Kirupa Priyadarshini M

Abstract :

Most often, we as consumers do not link our daily life with the environment. We make fewer attempts to know the impact of environmental problems and issues related to it. The concept of environmental consciousness is more relevant to the upcoming clan of Managers. This study therefore is an attempt to assess the environmental consciousness of Gen Y customers. The main objective of this study is to investigate the impact of environmental consciousness on the purchase behavior of the consumers. The environmental consciousness is more suitable for characterizing consumers (Gen Y) purchase decision. Gen Y customers were asked questions related to their life style decision, actual purchasing behavior with reference to environmental importance. It was observed that different environmental consciousness measures stands as important explanatory variables for both the general purchasing behavior scales as well as the specific purchasing items on the specific purchasing behavior scales.