The main aim of this study was to develop a
better understanding about consumers who have made a
green purchase or intend to do so, and what factors
influence that decision. A wide range of variables were
examined in this study including 1. Green Purchase
Intention, 2. Green Packaging and Labels, 3. Attitude
towards Green Purchase Behaviour, 4. Subjective norms,
5. Influence of a Price point 6. Perceived Behavioural
Control in terms of Eco friendly purchase, and how
various socio-demographics groups differ in these
variables. The theory of planned behaviour was used as a
basis to examine relations between these variables. Self
assessment questionnaires based on 5 point likert scale
were used to assess the mentioned variables. Research
was conducted on male and female subjects of age 18 and
above, spread across various socio demographic groups,
data was collected from 404 subjects. Collected data was
analysed using JASP Descriptive analysis, t-test, ANOVA,
and correlation. The results show a significant difference
between various socio-demographic groups with respect
to Green Purchase Intention. The findings underscore the
significance of visually appealing and Eco-conscious
packaging in driving positive attitudes and behaviours
related to green purchases.
Keywords : Consumer Behaviour, Green Consumerism, Green Packaging, Theory of Planned Behaviour, Eco-Labels.