Bridging tradition and sustainability through a behavioural model for the adoption of green wedding practices

The study aims to develop a behavioural model which indicates the intentions of unmarried people for adoption of green marriages. The study aims to explore the factors which affects the green marriage intentions, and also developing a green marriage intention matrix for categorizing the green marriages. The study is based on the primary data collected from a sample of 480 unmarried people restricting from age groups of 20–40 only. Researchers have used Exploratory factor analysis to explore the factors, multiple regression analysis to develop the green marriage intentions model, and correlation analysis. ANOVA method was used to measure the impact of age, gender, and education on environmental attitude and green marriage intentions. It was found from the study that environmental attitude, social influence, perceived barriers, and perceived benefits are the four major factors which affects the green marriage intentions of the people. Further, the green marriage intentions matrix showed four categories of the people based on the environmental attitude and social influence namely; Influential green marriage, Casual green marriage, fashionably Green Marriage, and Eco-conscious green marriage. The study also included a detailed strategic plan with proposed actions to handle the barriers and promoting the green marriage practices along with environmental stewardship.