Impact of brand consciousness, perceived quality of products, price sensitivity and product availability on purchase intention towards ‘green’ products

This study attempts to investigate the factors underlying fluctuations in the purchase intentions of consumers towards selected green products specified herein as fast-moving consumer goods (FMCGs). A survey was conducted covering 500 respondents associated with four retail outlets selling green products and conventional products in Dehradun, Uttarakhand. Factor analysis was first applied to the survey data to reduce the number of variables to be considered in the process of investigation without losing the significance of the explanatory power of variables. This led to the extraction of the maximum common variance from all variables. Simple regression analysis was then carried out to understand the relationship between the dependent variable (purchase intention) and the independent variables (brand consciousness, perceived quality of products, price sensitivity and product availability). The results show that brand consciousness, perceived quality of products, price sensitivity and product availability have significant effects on the purchase intention of consumers towards green products. The relative importance of the factors that affect consumers’ purchase intention has been analysed, and the practical and theoretical implications of the results of the study are also discussed.