Impact of Peer Influence and Environmental Knowledge on Green Consumption

In current times, the concept of sustainable consumption is at the forefront owing to the impact it creates on the society and the environment. Consumers have become more observant towards the consumption related environmental problems and it influences their purchase decisions. There is a link between the consumer concern for the environment and also their knowledge levels about the environment friendly products. While most of the studies agree that environmental knowledge and environmental concern as the prime factors, how consumers gain this knowledge and concern was not adequately explained. Based on the literature survey a conceptual model was designed and a structured closed ended questionnaire was used to collect the responses from 309 respondents, the measurement scales were borrowed from the existing literature. The results show that those consumers possessing a high intensity of environmental knowledge and peer influence to encourage them to have stronger intentions to become sustainable conscious customers.