Understanding Purchase Intention for Green Products: Drivers, Barriers, and Strategic Implications

John Pravin Motha

Abstract: With rising environmental concerns and sustainable consumption gaining global traction, understanding the purchase intention for green products has become critical for both researchers and marketers. This paper explores the key psychological, social, and economic factors influencing consumer intention to buy environmentally friendly products. Grounded in the Theory of Planned Behavior and Value-Belief-Norm Theory, the study identifies variables such as environmental awareness, perceived consumer effectiveness, price sensitivity, social influence, and trust in green labels as significant predictors. Additionally, it examines the role of green marketing strategies and digital channels in shaping consumer perceptions. Despite growing awareness, a significant gap remains between environmental concern and actual purchasing behavior a phenomenon referred to as the green attitude-behavior gap. The paper concludes with strategic recommendations for businesses and policymakers to bridge this gap and foster sustainable consumer choices.

Keywords: Green products, purchase intention, environmental awareness, sustainability, green marketing, consumer behavior, attitude-behavior gap

How to Cite?: John Pravin Motha, "Understanding Purchase Intention for Green Products: Drivers, Barriers, and Strategic Implications", Volume 14 Issue 7, July 2025, International Journal of Science and Research (IJSR), Pages: 857-860, https://www.ijsr.net/getabstract.php?paperid=SR25713090806, DOI: https://dx.doi.org/10.21275/SR25713090806