INTERNATIONAL JOURNAL OF RESEARCH AND SCIENTIFIC INNOVATION (IJRSI)
ISSN No. 2321-2705 | DOI: 10.51244/IJRSI |Volume XII Issue X October 2025
Page 2189
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The Green Sense: Stimulus of Purchase Intention among Young
Adults
A. Kiruthiga
1
*, Dr. A. Jayakumar
2
Ph.D Research Scholar Department of Commerce Periyar University, Salem, TN, India
*
Corresponding Author
DOI: https://dx.doi.org/10.51244/IJRSI.2025.1210000194
Received: 06 September 2025; Accepted: 12 September 2025; Published: 15 November 2025
ABSTRACT
Over the last few years, the environment has been threatening the various problems. Such as global warming,
pollution and climate change etc., in this contemporary study possess on the environmental impact and green
purchase intention of young adults. The major objectives focused in their study have environmental awareness
and opinion of green products in young adults, to explore factors which establish the green purchase intention
of young adults. The primary data were collected from100 respondents using structured questionnaire. The
statistical tools used in this study were percentage analysis and one sample t test. The research finding of this
study to conclude that consumers are aware of green products and its features; and also, its finds that consumers
are minded to purchase in a green product in the future.
Keywords: Environmental knowledge, Environmental protection, Green products, Green purchase intention,
Green packaging, Young adults.
Human activities, such as the heavy use of natural resources in the manufacturing and consumption processes,
have exacerbated environmental concerns across the globe. According to research conducted by Chyong et al.
(2006), environmental issues may be traced back to production and consumption patterns within companies and
the habits of individual customers.
For some time now, shoppers have factored in items' effects on the planet and their own health while making
purchases. According to Devayani (2019), these days' customers are more aware of the significance of
environmental conservation and less likely to purchase items that are hazardous to the environment. According
to the results of this survey (Laroche, 2001), consumers now understand that their shopping decisions may have
a direct impact on a variety of environmental issues. Customers in Asia are more aware of environmental issues
and make more ethical purchases as a result. This is according to research (Harries, 2006). It's true that India has
a larger proportion of youthful people than any other country. According to India's national youth strategy from
2003, the country's young population consists of people between the ages of 15 and 35. This study's primary
focus has been on examining the environmental literacy, product perception, and purchase intent of young
customers.
LITERATURE REVIEW
In this present research work has been identified the factors were from the existing literature as follows
environmental concern, Green product perception, product convenience, product price, green packaging.
Environmental concern and Green purchase Intention
More and more people are worried about the environment and planning to buy green products, according to
research by Charlie Albert et al., (2014). Batool et al. (2016) reports that customers have a favorable attitude
towards eco-friendly and sustainable goods. In a study, researchers Afzaal Ali et al. (2012) discovered a
substantial correlation between environmental literacy and customers' willingness to make environmentally
INTERNATIONAL JOURNAL OF RESEARCH AND SCIENTIFIC INNOVATION (IJRSI)
ISSN No. 2321-2705 | DOI: 10.51244/IJRSI |Volume XII Issue X October 2025
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conscious purchases. Furthermore, the market's response to the competitive pricing and high quality of a green
product has been good. In the words of Richard et al (2013), this research found that both eco-conscious and
non-eco-conscious shoppers were much more optimistic about their future purchases. According to the findings
of Sheikh et al. (2014), customers will choose green goods if their quality is high, their cost is reasonable, and
they provide significant environmental advantages. Consumers' improved outlook on environmental issues, as
shown by Marhana Mohamed et al. (2017), contributes to more eco-conscious spending. Environmentally
friendly goods have a ready market among consumers. Paraschos Maniatis (2015) revealed that When making a
purchase of environmentally friendly goods, green shoppers take into account the positive impact their actions
will have on the planet. According to the study's authors, Sudipta et al. (2015), customers have a higher level of
environmental consciousness and a more favorable outlook on buying eco-friendly goods. According to research
by Rezai et al. (2013), consumers recognize the potential positive effects of "becoming green" on the well-being
of future generations. Consumers were more environmentally cognizant and interested in buying green items,
according to Agalya et al. (2019).
Green product perception and Product convenience
Consumers trust that companies producing and advertising "green" goods are serious about protecting the planet
(Lavanya et al., 2019). The research conducted by Raju et al. (2020) shows that consumers associate the health
benefits of green goods with their favourable impression of such items. According to Bergeron et al. (2001),
businesses are teaching customers how simple it is to get items that are gentler on the environment. According
to (Gittell et al., (2015), green goods are more accessible than ever before thanks to supermarkets.
Product price and Green packaging
In their research, Abzari et al. (2013) revealed that customers are willing to pay a premium price for green goods
provided they provide more value than what they're paying. According to a research by Muntaha Anvar et al.,
2014), millennials and Gen Z are more willing to pay a premium for environmentally friendly items. It was
shown in this research by Purohit (2011) that customers were willing to pay a premium for green items that
reduced pollution and that they were willing to sacrifice product quality in exchange for this advantage.
According to research conducted by Zafer (2014), customers are willing to spend a higher premium for a higher
quality green product.
John et al. (2009) found that "packaging is both a means of communicating with and attracting customers." It
may send messages that make people feel a certain way about a product, pique their interest, and make them
want to buy it.
Consumers' lifestyles and merchants' reputations were shown to significantly impact shoppers' decisions to buy
products with sustainable packaging in a research by Johnson et al. (2020).
Objectives of this study
1. Environmental awareness and perception of green products in young adults.
2. To explore factors which determine the green purchase intention of young adults.
In order to attain the objectives following research question were framed:
• What are the factors that are playing a decisive role in green purchase intention of young adults?
Green products and green Purchasing Behaviour of young adults
Products that are "green" are ones that don't hurt the environment in any way, whether it via the lack of harmful
chemicals, the absence of carbon footprints, or the simplicity with which they may be recycled or reused.
Products that recycle their own resources, utilize less packaging, or contain no or little harmful ingredients are
considered "green" by Tan and Teck (2010). According to Nor Azila et al (2012) research, "green goods" are
those that minimize environmental damage during production, usage, and disposal.
INTERNATIONAL JOURNAL OF RESEARCH AND SCIENTIFIC INNOVATION (IJRSI)
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Green customers, as defined by Boztepe (2012)'s research, are those who care about environmental protection,
display environmentally good behaviour, and are open to buying environmentally friendly items. Khan et al.
(2015) found that consumers who prioritized green or eco-friendly items and were more concerned about health
and environmental protection. According to Neha Singh (2010), while deciding on a product or service to buy,
buyers consider the impact on the environment.
Conceptual Framework
RESEARCH METHODOLOGY
In the current study, an empirical methodology was used. The findings of this quantitative study, which were
derived from an analysis of data acquired from young people, are presented. Both primary and secondary sources
were used to compile this analysis. Secondary resources such as books, periodicals, the web, and contemporary
scholarly works, etc., All of the key information was gleaned via a well-designed survey sent out to participants.
It includes respondent demographics and other parameters that influence customers' propensity to buy eco-
friendly goods. This research used a non-probabilistic sampling method to acquire data from 100 supermarket
shoppers. In this research, we used a t-test for solitary samples and a percentage breakdown. Data analysis
Table-1
Awareness towards Environmental problems
Yes
No
Frequency
Percentage (%)
Frequency
Percentage (%)
65
65.0
35
35.0
55
55.0
45
45.0
82
82.0
18
18.0
42
42.0
58
58.0
42
42.0
58
58.0
76
76.0
24
24.0
79
79.0
21
21.0
40
40.0
60
60.0
72
72.0
28
28.0
Source: Primary data
Environmental concern
Green product
percepon
Product convenience
Pricing
Green packaging
Young adults
Green Purchase
Intenon
INTERNATIONAL JOURNAL OF RESEARCH AND SCIENTIFIC INNOVATION (IJRSI)
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The environmental problems awareness towards young adults are highly aware of pollution (82.0 percent) and
lacking awareness of Fast reduction of natural resources (60.0 percent)
Table-2
Reasons for purchasing green products
Particulars
Yes
No
Frequency
Percentage (%)
Frequency
Percentage (%)
Reducing the Pollution
62
62.0
38
38.0
Resource conservation
73
73.0
27
27.0
Save energy
79
79.0
21
21.0
Improving the Environment
68
68.0
32
32.0
Create good atmosphere
56
56.0
44
44.0
All of these
70
70.0
30
30.0
Source: Primary Data
The above table clearly shows that Save energy (79.0 percent) is the underlying drive for the consumers
purchasing behaviour of green products.
Agreement level on respondents in purchase intention of green products
The purchase intention of green products was tested with the one-sample t-test to examine the relationship among
each other in measuring the purchase intention of green products among the young adults.
Table 3- One sample t- test for environmental concern
Variable
df
Mean
S. D
Std. Error
Mean
t- value
Sig value
Green products can contribute to protect the
environment
99
4.41000
0.71202
0.71202
61.937
0.000
I plan to adapting green living to save natural resources
99
4.59000
0.57022
0.57022
80.495
0.000
I prefer green products as I want to contribute to
conserve my planet earth
99
4.30000
0.83485
0.83485
51.506
0.000
I would like to buy green products because they are
less polluting
99
4.12000
0.83218
0.83218
49.508
0.000
I would like to protect the environmental resources for
future generation
99
4.45000
0.74366
0.74366
59.839
0.000
I prefer to buy green products it contributes healthier
life style
99
4.38000
0.82609
0.82609
53.021
0.000
(Source: Primary data)
The standard deviations and mean values (4.12000 - 4.59000) for each variable were shown in the table above.
All variables are statistically significant at the 5% level, with t values ranging from 49.508 to 80.495. This
showed that, Green products can contribute to protect the environment (t 61.937,p=0.000), I plan to adapting
green living to save natural resources (t 80.495,p=0.000), I prefer green products as I want to contribute to
conserve my planet earth (t51.506,p=0.000), I would like to buy green products because they cause less pollution
(t 49.508, p=0.000), I would like to protect the environmental resources for future generation (t59.839, p=0.000)I
prefer to buy green products it contributes healthier life style(t 53.021, p=0.000) are having high level acceptance
by the respondents.
The t test result for the degree of agreement on the intuition of green products is shown in the table below.
INTERNATIONAL JOURNAL OF RESEARCH AND SCIENTIFIC INNOVATION (IJRSI)
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Table 4 - One sample t -test for Green product Perception
Particulars
df
Mean
S. D
Std. Error
Mean
t- value
Sig value
I believe production/ manufacturing of green
products completely environment friendly
99
4.48000
0.52185
0.05218
85.849
0.000
Products are true their environment friendly claims
99
3.96000
0.65010
0.06501
60.914
0.000
I belief in green production process not using harmful
chemicals to produce products
99
4.06000
0.85067
0.08507
47.727
0.000
Consuming green products provides a sense of
pleasure to me being environment friendly
99
3.92000
0.82487
0.08249
47.523
0.000
Buying and using green products is a prestige symbol
99
0.10142
1.01424
39.833
4.04000
0.000
I trust green products make the better living standards
99
0.08690
0.86899
43.959
3.82000
0.000
(Source: Primary data)
The averages and standard deviations for the various variables were shown in the preceding table. All variables
are statistically significant at the 5% level, and the t value varies from 39.833 to 85.849. I believe production/
manufacturing of green products completely environment friendly (t85.849,p=0.000), Products are true their
environment friendly claims (t 60.914,p=0.000), I belief in green production process not using harmful chemicals
to produce products (t 47.727, p=0.000) Consuming green products provides a sense of pleasure to me being
environment friendly (t 47.523, p=0.000) Buying and using green products is a prestige symbol (t 39.833,
p=0.000), I trust green products make the better living standards (t 43.959, p=0.000) are having acceptance
among majority of respondents.
The following table shows the t-test result of the level of agreement on product convenience.
Table 5- One sample t- test for product convenience
Particulars
df
Mean
S. D
Std. Error Mean
t- value
Sig value
Quality of the green product
99
4.05000
0.92524
0.09252
43.773
0.000
Availability of the green product
99
3.70000
0.83485
0.83485
44.319
0.000
Durability of the green product
99
4.14000
4.00510
4.00510
41.337
0.000
Easy to disposal
99
3.71000
0.98775
0.98775
37.560
0.000
(Source: Primary data)
Mean values and standard deviations for each variable were shown in the preceding table, which varied in size
from 3.7000to 4.14000. All of the variables are statistically significant at the 5% level, with the t value ranging
from 37.560to 44.319.Quality of green product (t 43.773, p= 0.000) Availability of the green product (t 44.319,
p=0.000), Durability of the green product (t 41.337, p=0.000), Easy to disposal (t 37.560, p= 0.000) are agreed
by the respondents.
The t test result for the degree of agreement on the price of environmentally friendly items is shown in the table
below.
Table -6 - Pricing of green products
Particulars
df
Mean
S. D
Std. Error
Mean
t- value
Sig
value
Green product cost is reasonable
99
4.46000
0.73057
0.07306
61.048
0.000
Performance / quality of the products justifies its price
99
4.19000
0.70632
0.07063
59.321
0.000
I would agree to pay extra price for green product to
save our environment
99
4.25000
0.78335
0.07833
54.254
0.000
I would agree to pay extra price for to protect health
99
4.02000
0.81625
0.08162
49.250
0.000
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The green products are reasonably priced other non -
green products
99
4.16000
0.80050
0.08005
51.967
0.000
Perceive high utility of green products I would agree to
pay high price.
99
4.17000
0.86521
0.08652
48.196
0.000
(Source: Primary data)
The standard deviations and mean values for each range of variables are shown in the table above, which spans
the numbers 4.02000 to 4.46000. All variables are statistically significant at the 5% level, with t-values ranging
from 48.196 to 61.048. Green product cost is reasonable (t 61.048, p=0.000), Performance / quality of the
products justifies its price (t 59.321, p=0.000), I would agree to pay extra price for green product to save our
environment (t 54.254, p=0.000), I would agree to pay extra price for to protect health (t 49.250, p=0.000), The
green products are reasonably priced other non - green products (51.967, p=0.000), Perceive high utility of green
products I would agree to pay high price (t 48.196, p=0.000) are agreed by the respondents.
The level of agreement among the consumers towards the packaging of green products based on t-test is
explained in the following
Table - 7 - Packaging of Green Products
Particulars
df
Mean
S. D
Std. Error
Mean
t- value
Sig
value
I choose the product with environment friendly packaging
99
4.34000
0.69949
0.06995
62.045
0.000
I choose the products in green packaging to keeping
environmental clean
99
3.94000
0.67898
0.06790
58.028
0.000
Buying a product with packaging that can be recyclable
materials
99
4.07000
0.80723
0.08072
50.419
0.000
Prepare to buy products in packages that can be refilled
99
3.91000
0.79258
0.07926
49.333
0.000
Prepare to buy products in packages that can be reusable
99
4.21000
0.75605
0.07561
55.684
0.000
I use the packages repeat or reuse for next purchase
99
3.81000
0.70632
0.07063
53.942
0.000
(Source: Primary data)
The standard deviations and mean values for the variables were found to be 3.81000 and 4.34000, respectively,
in the table above. All variables are statistically significant at the 5% level, with t-values ranging from 49.333 to
62.045. I choose the product with environment friendly packaging (t-62.045, p=0.000), I choose the products in
green packaging to keeping environmental clean (t- 58.028, p=0.000), Buying a product with packaging that can
be recyclable materials (t-50.419, p=0.000), Prepare to buy products in packages that can be refilled (t-49.333,
p=0.000), Prepare to buy products in packages that can be reusable (t-55.684, p=0.000), I use the packages repeat
or reuse for next purchase (t-53.942,p=0.000) are agreed by the respondents.
Managerial Implications
In this research work results reveals that young consumers awareness of environmental issues had been
discoveries to be significant, consumers intention towards protection the environment and purchasing behaviour
has been finds to be positive, this research also finds the raising the consumers knowledge about the environment
it leads to strengthen the consumer preferences towards the green products. The young consumers are giving
Prioritize to the environmentally- friendly products while purchasing a product. The green marketers develop
and implement a new strategy to attracting the target groups and differentiating the products from the competitors
and green specifications of the products. This research also indicates that consumers are having price -sensitive
compare to non- green products the green products are price is high, a green- companies are implementing a
price promotions, cut-price offers and frequent flyer programmes to captivating more consumers and expansion
of sales.
INTERNATIONAL JOURNAL OF RESEARCH AND SCIENTIFIC INNOVATION (IJRSI)
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CONCLUSION
This present research investigation has been found that consumers where be responsible for protection of the
environment and overwhelming importance to the environmental issues as well as save the natural resources for
Future generations. In recent years, consumers' environmental literacy has increased, and with it, a preference
for green goods. There has been an uptick in the demand for eco-friendly goods as a result of consumers' growing
concern for the planet. Moreover, consumers are paying more attention to buying green products than non-green
ones, and their increasing confidence in the efficacy of their own personal green efforts has contributed to a
general increase in environmental vigilance. Consumers were while intent to purchase a green product they
considered that quality and reasonable price for the products and they having a knowledge about utility and
features of green products. The findings of this research work have been conforming that environmental concern,
Green product perception, product convenience, product price, green packaging was significantly influence on
the green purchase intention of young adults. Furthermore, the green business organization would particularly
pay heed to efforts in the promotion of a products to easily accessible the consumers in throughout the world.
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