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• W3176864948 startingPage "31" @default.
• W3176864948 abstract "This exploratory study examines the factors that promote green purchasing intentions and understand the differences between the two generations, such as millennial and Generations Z, on green purchasing behaviour. Data collected from 372 respondents from two generations from three southern Indian states. Purposive and snowball samplings were adopted in the selection of respondents. The data was analyzed using the IBM SPSS 23.0 package using Factor Analysis, Pearson Correlation, Multiple Regression, and t-test. Subjective norms (SNs) had no significant association with Green purchase intentions (GPI). Variables such as media exposure (ME), environmental concern (EC), environmental knowledge (EK), and attitude (EA), Perceived Behavioural Control (PBC) had a significant impact on the GPI. Shopper’s purchase intention substantially impacted their buying behaviour of green products, and these results supported the TPB model. The ME, SNs, and PBC variables did not show any behavioural differences between the two generations. Still, variables such as EK, EC, EA, and GPI showed a behavioural difference in purchasing green products." @default.
• W3176864948 created "2021-07-05" @default.
• W3176864948 creator A5006518806 @default.
• W3176864948 creator A5013267610 @default.
• W3176864948 creator A5079254696 @default.
• W3176864948 date "2021-05-06" @default.
• W3176864948 modified "2023-09-23" @default.
• W3176864948 title "Green sustainability: factors fostering and behavioural difference between Millennial and Gen Z: mediating role of green purchase intention" @default.
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