THE DETERMINANTS OF THE GREEN ENVIRONMENT: AN EMPIRICAL INVESTIGATION IN TO THE LINKAGE BETWEEN GREEN PURCHASING BEHAVIOR OF YOUNG CONSUMERS AND ENVIRONMENTAL SUSTAINABILITY

Abstract Green products are becoming more popular as consumers become more conscious of the environmental impact of their purchases. The younger generation, who are the future of our society, appear to have a different attitude and belief, allowing them to reflect on their choice of green products. Environmental sustainability depends on encouraging consumers to choose eco-friendly items. The goal of this study is to see how different elements influence whether or not young people want to buy an environmentally friendly product. The purpose of this study is to look into the effect of ecological affect and knowledge on the green purchasing behaviors of the younger generation. A survey of consumers between the ages of 18 and 58 with 250 participant’s was conducted. Structural equation modelling was used to test the hypotheses. The study's findings confirm that there was no association between demographic factors and knowledge of the products, purchasing behavior and sustainability