期刊名称：Asian Journal of Agricultural Extension, Economics & Sociology
电子版ISSN：2320-7027
出版年度：2021
卷号：39
期号：10
页码：57-66
DOI：10.9734/ajaees/2021/v39i1030665
语种：English
出版社：Sciencedomain International
摘要：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.
