Relative Importance of Concerns, Norms and Social Status among Bangaloreans in choosing Green Products

Leading a green lifestyle is not an easy task. It needs effort from both individual levels as well as from the people surrounded. This study aims to find out the impact of concerns, norms and social status on green purchase behavior of the Indian consumers with special reference to Bangaloreans. Among the different concerns, we have taken environmental concern and health concern as the main one and among the norms we have analyzed the impact of subjective and personal norms on purchase behavior. Also, we have analyzed the impact of social status on green purchase behavior with the help of SEM. Result from regression and SEM analysis revealed the fact that all factors except environmental concern have a positive impact on purchase behavior.