Structural Equation Modeling (SEM) Approach to Examine the Linear Influence Inter-Linkages of Consumers’ Green Cognition, Green Purchase Attitude & Green Purchase Intention on Consumers’ Green Purchase Behaviour in Urban Punjab
Keywords:
Green Cognition (GC), Green Purchase Attitude (GPA), Green Purchase Behaviour (GPB), Green Purchase Intentions (GPI), AMOS, SEMAbstract
This current research study determines the linear influence inter-linkages of consumers’ Green Cognition (GC), Green Purchase Attitude (GPA) & Green Purchase Intention (GPI) on consumers’ Green Purchase Behaviour (GPB) in urban Punjab, India. This research study uses survey based method to substantiate the drafted hypotheses. A structured questionnaire was used to seek and collect responses from the respondents from six identified cities of Punjab, India. The data of 538 respondents collected through primary sources was thereon analyzed by using the software or packages like SPSS, AMOS & Validity Master; and thereon employing the Structural Equation Modeling to validate the proposed conceptual model of this research. The analysis explains and confirms the significant direct positive linear influence of Green Cognition on Green Purchase Attitude, of Green Purchase Attitude on Green Purchase Intentions and of Green Purchase Intentions on Green Purchase Behaviour which was consequently used to authenticate the proposed inter-linkage influence of Green Cognition, Green Purchase Attitude, Green Purchase Intentions on Green Purchase Behaviour. Further, the uniqueness of this present research is that the entire prominent sequential linkage of GC-GPA-GPI-GPB has been significantly validated which will provide an in-depth insight to the marketers and business professionals to purposefully use this coherence for development of various marketing programs targeting consumers’ prominent environmental needs and wants to align products & offering more aptly to them.
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