Determining Factors of Attitude towards Green Purchase Behavior of FMCG Products
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Abstract
The study aims to propose and test a model of the effects of explicit attitudinal constructs on the
frequency of green purchase behavior. Environmental concern, Green advertisement and perceived
quality of green products are operationalized by a path model hypothesizing effects of these
antecedents on attitude leading to purchase intention and finally the purchase behavior of green
products. The measures are obtained from a survey of a representative sample of 501people
and analyzed in a structural equations model framework.
The research employs a survey-based method to test a theoretically grounded set of hypotheses.
A well-structured and closed ended questionnaire with Nine-point Likert scales that were well
established from previous researches was administered to collect responses from 501 respondents.
The data from the respondents were processed and analyzed with the statistical programme
SPSS and AMOS using confirmatory factor analysis and Structural equation modeling.
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