Factors Influencing Green Purchase Intention Among Food Retail Consumers

The main objective of the study is to investigate the factors influencing the green purchase intention of Indian food retail consumers using the theory of planned behavior (TPB). Additionally, the study also aims to determine the effect of green consciousness and health consciousness over green purchase intention among Indian food retail consumers and give suggestive measures for effective implementation of green policies and green practices of the consumers. The study is conducted based on the quantitative as well as qualitative approach, with data collected from 384 Indian consumers of Uttar Pradesh through a self-administered five-point rating questionnaire. Exploratory factor analysis, and regression analysis are adopted for the data analysis to identify the predictors of green purchase intention of the consumers, highlighting the importance of subjective norms, environmental knowledge, green consciousness, and health consciousness, which are positively and significantly influenced the green purchase intention with consumer attitude being least significant variable in the study.