V3I10P66

Influence of Green Marketing on Purchase Behaviour among Generation Z Consumers, With Special Reference to Greater Chennai

Dr. Elumalai D. Ph.D.^1*, Ms. Thakur Ragini Singh²

Abstract

Environmental sustainability has emerged as a crucial factor in modern marketing, prompting companies to embrace eco-friendly products and advertising methods. Generation Z constitutes a notable consumer demographic who’s buying choices can be swayed by ecological considerations, product worth, cost, and the authenticity of sustainable marketing communications. In light of this context, the current research investigates the impact of green marketing on the purchasing behaviour of Generation Z consumers, specifically in Greater Chennai. The aims are to investigate eco-friendly shopping habits, evaluate the measuring characteristics of chosen green marketing dimensions via Confirmatory Factor Analysis (CFA), study their correlations with purchasing behaviour, and assess the suggested Structural Equation Modelling (SEM) framework. The research employs a descriptive and analytical framework, utilising primary data gathered via a structured questionnaire from 284 participants in Greater Chennai. The data were examined utilising SPSS and AMOS via percentage analysis, Cronbach’s alpha reliability assessment, factor analysis, confirmatory factor analysis (CFA), and structural equation modelling (SEM). The total reliability coefficient was 0.966 for 35 questionnaire questions, signifying exceptional internal consistency. The Kaiser–Meyer–Olkin (KMO) value for the Green Product construct was 0.812, and Bartlett’s test yielded a statistically significant result (χ² = 890.853, df = 10, p < 0.001). The retrieved element accounted for 68.832% of the variance. The CFA standardised factor loadings varied between 0.618 and 0.724 for Green Product, Green Price, and Green Promotion. The SEM findings demonstrated that Green Pricing (β = 0.190, p = 0.003) and Green Promotion (β = 0.278, p = 0.016) exhibited substantial positive correlations with purchasing behaviour, but Green Product was not statistically significant (β = 0.098, p = 0.423). The model indicated CMIN/DF = 2.516, GFI = 0.871, CFI = 0.905, and RMSEA = 0.073, suggesting a somewhat adequate albeit varied model fit. The model accounted for 20.6% of the variability in purchasing behaviour. The research advocates for economical eco-friendly pricing, clear advertising messaging, and trustworthy environmental assertions. The study determines that pricing and promotion are significant aspects related to Generation Z’s environmentally conscious purchasing habits in Greater Chennai, while subsequent investigation should explore other elements affecting sustainable consumption.

Keywords:

Green Marketing, Generation Z, Purchase Behaviour, Green Pricing, Green Promotion, Confirmatory Factor Analysis, Structural Equation Modelling.