The IUP Journal of Marketing Management
Green Purchase Intention and Role of Trust: A Study of Indian Consumers

Article Details
Pub. Date : Aug, 2023
Product Name : The IUP Journal of Marketing Management
Product Type : Article
Product Code : IJMM060823
Author Name : Suman Kharbanda, Kavita Sharma and N P Singh
Availability : YES
Subject/Domain : Marketing
Download Format : PDF Format
No. of Pages : 24



Transitioning from consumption of conventional to eco-friendly products is very rarely a spontaneous decision for consumers. To do so, the consumers need to have enough trust in the 'greenness' of the product and in the claims of manufacturers, as they cannot verify them even after consuming the product. The findings of this study, based on a survey in India, revealed that consumer trust acts as a mediator between awareness of green products and purchase intention. Further, trust also plays a moderating role in the relationship between concern for the environment and purchase behavior of consumers. As the world is striving hard to attain the UN Sustainable Development Goals, this study has practical implications for marketers and policymakers who build strategies and appeals to promote sustainable and responsible consumption.


The goal of achieving sustainable growth of a nation encompasses in itself the accomplishment of economic, financial, social and environmental goals. While all other goals have always been the focus of governments, achieving environmental sustainability is now gaining attention worldwide, given the immense damage caused by economic activities of production and consumption. Environmental sustainability can be achieved by making all the concerned stakeholders aligned to a common goal, by making sure that they have a conviction to keep the environment safe and preserved, not only for themselves but also for future generations. While manufacturers can produce eco-friendly products by using techniques that ensure a stable environment for future generations (Sharma et al., 2022), consumers can be environmentally responsible by being conscious of their consumption.