Adolescent's Purchase Behaviour Towards Green Products

The purpose of this study is to consider the relative variables that influence adolescent consumers' behaviour while making green product purchases. The research also determines adolescent consumers' intentions to purchase green products based on the intended behavioural theory (IBT). Research looks for various relative factors like parental influence, advertising means, society and environmental acquaintance, that influence young consumers' decisions to purchase green products. This research has used quantitative method with a survey of 300 young people, carried out at MMDU in Ambala. Research tools used are ANOVA and correlation method to study the association of the factors & its effect on adolescents buying behaviour for green items. The study's findings indicated that, of all the characteristics we looked at, parental influence was the best predictor of teenagers buying behaviour for green products. There are three key determinants (under IBT) like, Individual decisiveness, observations & assumed behavioral traits, that affects young customers' buying behaviour for green items. Model of IBT has been suggested & framed in order to comprehend teenage customers' purchasing patterns for green products.