Green Purchase Behaviour: A Move towards Environmental Sustainability- An Application of Interpretive Structural Modeling (ISM)
J. Jeevitha *
Management scholar, Tamil Nadu Agricultural University, Coimbatore-641 003 (Tamil Nadu), India.
S. Hemalatha
Faculty, Department of Agricultural Rural Management, Tamil Nadu Agricultural University, Coimbatore-641 003 (Tamil Nadu), India.
S. Moghana Lavanya
Faculty, Department of Agricultural Rural Management, Tamil Nadu Agricultural University, Coimbatore-641 003 (Tamil Nadu), India.
V. Anandhi
Faculty, Department of Physical Sciences and Information Technology, Tamil Nadu Agricultural University, Coimbatore-641 003 (Tamil Nadu), India.
*Author to whom correspondence should be addressed.
Abstract
Green purchase behaviour refers to the purchase of environmental friendly products. It is considered to be one of the most important measures to attain environmental sustainability. Present study aims towards identifying factors influencing green purchase behaviour and to establish a relationship between the factors. Using Interpretive Structural Modeling (ISM), a hierarchical structure has been extracted illustrating the contextual relationship between the factors. Environmental knowledge occupied the lowest form of the hierarchy which is found to be the basis for green purchase behaviour. MICMAC analysis has been applied to group the factors according to their driving power and dependency. Environmental knowledge, environmental concern, eco-labelling, product quality, and brand image have a strong driving power towards green purchasing behaviour. Green purchase intention and green purchase behaviour are highly dependent on other factors.
Keywords: Green purchase behaviour, green purchase intention, environmental sustainability, eco- labelling, brand image, interpretive structural modeling (ISM)