Linking green orientation and environmental concerns in shaping purchasing behaviour among different generations

Current study attempts to investigate the relationships existing between customer green orientation characteristics and their age associated with environmental apprehensions and eco-friendly procurement choices. The research uses partial least square quantitative techniques applied to data collected from 1694 Indian clients to resolve the research problems. The study attempts to understand how environmental concerns held by customers act as a Mediator between these attributes and the propensity to make eco-friendly purchases. This present study attempts to look at green consumer orientation through awareness pricing, perceived green benefits, perceived green quality, and green future valuation. The scope of the study is rational choice theory. A gist of the study will show these factors having direct influence on decisions related to eco-friendly products. This finding corresponds to earlier studies.