Factors contributing towards the sustainability of green products purchase behaviour in the long run: Application of structural equational model (SEM)

Rama Singh; Arunava Narayan Mukherjee

Factors contributing towards the sustainability of green products purchase behaviour in the long run: Application of structural equational model (SEM)

Authors
Rama Singh, Arunava Narayan Mukherjee

Abstract
Conceptual framework of Green repurchase behaviour of millennials of Jamshedpur emphasizes how individuals perceive green products and their concern towards the environment and what are the latent variables that influence their purchase decision. Liberalization, privatisation, globalisation, industrialization, urbanisation and digitization, immunity, and self-reliance are all hallmarks of the twenty-first century in India. The cloud has replaced our office space, and Bots and Robots are our co-workers. All of our technical progress to date has resulted in awful environmental damage, carbon emissions and scarcity of resources. As a result, the entire globe is transitioning from a linear to a circular economy, and customers are currently seeking for ways to recycle, reuse, and lengthen the product life cycle as much as possible. We need to develop more environmentally friendly ways to generate, consume, and dispose of waste. Green Products are a newly developed product category, however customer preference for such products is a questionable issue, as product sales numbers are not very stunning. As a result, the current research is an attempt to identify Factors contributing towards the sustainability of green products purchase behaviour in the long run.

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