Impact of Awareness, Agreement and Perceived Constraints on Purchase Decision of Green Technology Products - A Structural Equation Modelling Approach

Green is slowly but steadily giving birth to the eco-consciousness in India. Green movement focuses on exceeding consumer expectations with eco-friendly technology products. But Indian consumers are not yet fully aware of the green technology products. Many companies are making concentrated efforts to create a sustainable business by in the green space. This paper studies the consumer perspectives of Tanjavur, their level of awareness and agreement on green technology products, their purchase decision, frequency of purchase, and constraints they face in adopting green technology products. This paper has conceived a model with suitable dependent and independent variables, collected primary data using questionnaire and analysed the same with Structural Equation Modelling using Visual PLS software. It is found that although consumers come to know about green technology products from various sources, their mere awareness does not significantly translate into purchase decisions. Alternatively, awareness helps the consumer agree and believe in the concept of green and then make the purchase decision. It is also observed that better understanding of green technology products minimises the perceived constraints in purchase and use of green technology products.