000			02491nam a2200145 4500
008			250912b |||||||| |||| 00| 0 eng d
100			_a Aakansha Dahiya
245			_aFactors Influencing Green Product Purchase Intention : A Structural Equation Modeling Approach Utilizing PEST Framework
300			_app69-80
520			_aPurpose : This study focused on the determinants of green purchasing behavior, specifically focusing on India’s rapid economic growth and the ensuing unsustainable consumption patterns. Design/Methodology/Approach : The research employed a structural equations modeling approach within the political, economic, social, and technological (PEST) framework. Data was collected from 446 respondents through online and offline surveys utilizing simple random sampling. The analysis was conducted using SmartPLS software. Findings : The study highlighted the necessity for India, as a fast-growing economy, to shift toward sustainable consumption. The finding revealed that PEST factors significantly influenced green purchase intentions among Indian consumers. It explored how political factors (PTFs), including government regulations and incentives, emerged as pivotal drivers, while social comparison theory mediated the effect of social norms on green buying behavior. Economic factors, such as income levels, price sensitivity, and financial incentives, further shaped purchasing decisions; technological advancements, including eco-friendly product innovation and sustainability-focused digital platforms, enhanced consumer engagement. Practical Implications : The findings suggested that PEST factors significantly influenced green product purchase intention among Indian consumers. This underscored the importance of government policies, economic incentives, social influence, and technological support in driving sustainable consumption. Originality/Value : This study enhanced the understanding of the drivers behind green product adoption, offering valuable insights for policymakers, businesses, and marketers. It supported promoting sustainable consumer behavior and achieving sustainable development goals, emphasizing the role of comprehensive strategies encompassing PEST dimensions.
654			_agreen product _a sustainability _a government policy _aconsumer intention _apest framework.
700			_aPoonam Bhatt
773	0		_080314 _9113840 _dIndia Associated Management Consultants _tIndian Journal of Marketing _x0973 8703
942			_cJA
999			_c132793 _d132793