A Study on Assessing the Mediating Role of Green Purchase Intentions in Determining the Green Purchase Decisions An Empirical Analysis among the Lifestyle of Health and Sustainability LOHAS Consumers

Abstract

Green marketing, it is the aspect of manufacturing, promoting and selling the services / products which are environmentally sustainable and good health benefits for consumers and these are produced and packaged in a ecofriendly way. It is a view point of the marketer that potential and needed consumers would purchase or show intention to purchase these products because of seeking such benefits and their health conscious. It is an obvious assumption that consumers of such conscious would prefer more green products than less-green products comparatively were, it is significant to study that factor which influence. The present study considered the LOHAS (Life Style of Health and Sustainability) customers dimensions to assess their impact over the green purchase intentions and further tested the green purchase intentions impact over green purchase decision. newlineThe LOHAS dimensions which considered for this study are individualism; authenticity; environmental consciousness; ethical values and health consciousness. As the dimensions of LOHAS are not yet test to assess their impact on green purchase intentions and further tested their impact over green purchase decisions. However, the researcher deliberated the moderating impact of green purchase intention on green purchase decision over the LOHAS dimensions. In order to validate the conceptual model of the study, the researcher collected 1096 samples through a structured questionnaire. The concerned samples are drawn from the twin cities located in the state of Telangana. newlineResearcher applied various techniques to analyze the data. The percentile analysis; cross- tabulation analysis and Chi-Square statistics are used to analyze the demographic details of the data. Hayes (2016) PROCESS moderation analysis is applied to analyze the main study of the data. newline