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In the 21st century, environmental problems are wreaking havoc, and sustainability is now of primary importance. Several external factors like population growth, industrialization, development, and overexploitation of natural resources play a crucial role in environmental degradation. Thus, the present study endeavors to explore the impact of price sensitivity, governments green interventions and green product availability on green buying intention through the lenses of the theory of planned behavior and the theory of consumption values. It also intends to examine the moderating effect of demographic factors on green buying intention. A cross-sectional study was carried out. Responses were gathered through a self-administered questionnaire-based survey. The final data set of 708 respondents were subjected to structural equation modeling for hypothesis testing. Price sensitivity, government green interventions, and green product availability show negative and significant interaction effects. Perceived behavioral control shows a relatively more substantial impact on green buying intention. Indian consumers from the age group of 41-50 years relatively have higher intention toward green buying. Overall, gender does not reveal any different approaches to environmentally friendly products.Green marketers must focus on communicating the availability of green products to reduce perceived difficulty.

Designing a new product has been a challenging area for marketers particularly if the product is specialized in nature and caters to niche market where users are high-end professionals like Radiologist. The underlying approach in designing such new products is to optimize organizational resources by unraveling potential customers' preferred attributes and level choices and to come up with the product offering having superior value. This study utilizes conjoint analysis for determining the relative level of preferences to the customers for various attributes of the product, Color Doppler in this case, before developing its prototype. The present research gives insight into the complexity and trade-offs in designing product offerings for niche technical product markets. Finally, the theoretical and managerial implications of the study are discussed.

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