The Influence of Environmental Awareness on Green Purchase Behaviour among Urban Consumers: Insights from Potential Buyers of Eco-Friendly and Sustainable Products

S Saravanan; A Sam Immanuel Joseph; M Jayasurya

Authors

S Saravanan Assistant Professor in Commerce, Suguna College of Arts and Science, Coimbatore, Tamil Nadu, India Author
A Sam Immanuel Joseph Faculty of School of Commerce, Park's College (Autonomous), Tirupur, Tamil Nadu, India Author
M Jayasurya Assistant Professor in Commerce, Suguna College of Arts and Science, Coimbatore, Tamil Nadu, India Author

Keywords:

Green Purchase Behaviour, Environmental Awareness, Environmental Concern, Theory of Planned Behaviour, Sustainable Consumption, Perceived Behavioural Control, Price Sensitivity

Abstract

Purpose: The growing concern for environmental sustainability has increased interest in understanding the factors influencing consumers' green purchase behaviour. This study aims to examine the influence of Environmental Awareness, Environmental Concern, Perceived Consumer Effectiveness, Green Product Knowledge, Attitude Towards Green Products, Subjective Norms, Perceived Behavioural Control, and Price Sensitivity on Green Purchase Behaviour among urban consumers. Drawing upon the Theory of Planned Behaviour (TPB), the study seeks to provide a comprehensive understanding of the psychological, social, environmental, and economic determinants of sustainable consumption.
Methodology: A quantitative research design was adopted using a structured questionnaire administered to urban consumers in Coimbatore, Tamil Nadu. Data were collected from 398 respondents through a proportionate stratified convenience sampling approach. Statistical techniques, including descriptive, reliability, correlation, and multiple regression analyses, were employed to examine the relationships among the study variables. Reliability assessment indicated satisfactory internal consistency of the measurement instrument.
Findings: Environmental Awareness, Environmental Concern, Perceived Consumer Effectiveness, Green Product Knowledge, Attitude Towards Green Products, Subjective Norms, and Perceived Behavioural Control significantly and positively influence Green Purchase Behaviour. Conversely, Price Sensitivity significantly reduces consumers' willingness to purchase eco-friendly and sustainable products. Among the predictors, Attitude Towards Green Products and Perceived Behavioural Control emerged as the strongest determinants of green purchasing behaviour.
Practical Implications: The study provides valuable insights for marketers, policymakers, and sustainability advocates seeking to promote environmentally responsible consumption. Strategies focusing on environmental education, consumer awareness, green product communication, and affordability can enhance sustainable purchasing behaviour.
Originality/Value: This study extends the Theory of Planned Behaviour by integrating environmental, psychological, social, and economic determinants within a unified framework. It contributes to the growing literature on sustainable consumption by providing empirical evidence from urban consumers in an emerging economy and addressing the attitude–behaviour gap in green purchasing decisions

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