Partial Confirmatory Factor Analysis for Green Marketing Practices and its Impact on Indian Consumer Purchase Intention

Green Marketing is a very important aspect in today's scenario as we can see the environmental issues which are faced by the living human being on earth. That's why many organizations are taking steps to prevent environmental issues. At the same time, consumers are also showing interest in those products which are environmental friendly. The paper will analyze the various steps which have been taken by companies. Various parameters have been considered for the identification of purchase intentions of Green Products. EFA is used to analyze the outcome of the study to identify purchase intention of Green products.