Year: 2024 | Month: June | Volume: 11 | Issue: 6 | Pages: 692-697
DOI: https://doi.org/10.52403/ijrr.20240675
Green Purchase Intention in the Digital Era: The Interplay of Environmental Concern and Green Attitude
Anumol M.V1, Bharathi A.S2
1Assistant Professor- Amity Global Business School, Kochi, Kerala. India
2MBA student - Amity Global Business School, Kochi, Kerala. India
Corresponding Author: Anumol M.V
ABSTRACT
The integration of sustainable practices has become more relevant nowadays in addressing the growing environmental issues. This study examines the interplay of digital media interaction and environmental concern to determine the factors driving green purchase intention among individuals in Kerala. The research provides a theoretical and practical framework of marketing of green products. The study also checks the mediating role of green attitude on the relation between these factors and green purchase intention. The findings disclose that all the relationships between the factors were positive and contributing to the intention for green purchase. This emphasises the fact that creation of environment concern together with awareness through digital media interaction can create green attitude and which in turn prompts green purchase intention among the youth in Kerala.
Keywords: Environmental concern, digital media interaction, green attitude, and green purchase intention
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