The Effectiveness of Sociodemographic Variables for Explaining Green Purchases in Emerging Market

Abstract

Consumers are hesitant to trust new items, thus they look for brands that have a natural component. Green buy intent has been discussed previously in the literature. In response to this need, this research creates a framework for assessing the influence of green consumption value, reasons for purchasing green products, and consumer attitudes toward green products. The research also looks into the relationship between green product usage and buying intent and demographic factors. The current study is an exploratory study, with the goal of determining how sociodemographic characteristics influence customers' green purchasing decisions. Gender, age, academic performance, personal financial status, and the number of youngsters were all investigated. Our findings imply that all of the sociodemographic characteristics stated above have an impact on green product awareness and purchasing behavior. Furthermore, the findings reveal that female customer are more enthusiastic about acquiring green items than male consumers. Green products are met with skepticism among young consumers. Education and the recognition of the primacy of one's own needs over the requirements of the environment have developed a beneficial relationship. The better one's personal financial status, the more likely they are to purchase green products. The ramifications for marketing are shown in the study. Furthermore, based on findings from the perspective of green consumer behavior, our exploratory research indicates future research directions. The research is an in-depth evaluation of the elements that influence green purchasing decisions.