“…This research also advanced the literature by exploring nine factors underlying green purchase behavior, namely, SI, QC, PH&EB, EC, CRS, PAGP, PC, PQI, and SO using EFA. The findings of the study are congruent with the previous studies suggesting that social influence (Asl & Khoddami, 2023; Khare & Kautish, 2021b), quality consciousness (Khare & Kautish, 2021a; Lago et al, 2020), perceived benefits (Mehta & Chahal, 2021), ecological concern (Chaudhary & Bisai, 2018; Jaiswal & Kant, 2018), consciousness toward resource‐saving (Joshi & Rahman, 2016; Kautish et al, 2019), perceived availability (Cerri et al, 2018; Sharma & Lal, 2020), price concerns (Niedermeier et al, 2021), perceived quality of information (Aljanabi & AL‐Hadban, 2023), and style orientation (Saleki et al, 2019) encourage green purchase behavior. The study's findings are valuable to marketers, scholars, and academicians in the field as they can obtain a better understanding of the various factors that affect green purchasing decisions.…”