Women’s Role in Purchase Pattern of Indian Families to Achieve Green Behaviour

Abstract

This article aims to identify the role of women in achieving a green environment in a family system. With green practices gaining significance for the adoption of sustainability, not only at the corporate level but also at the household level, it becomes essential to measure the role and impact of a green consciousness of women in adopting green purchase behaviour in families. A standardised questionnaire was designed, and a purposive sampling approach was used to acquire 621 samples. This research implemented confirmatory factor analysis (CFA) to validate the model. PLS-SEM analysis is used to validate the developed model. The existing green behaviour literature focuses on three dimensions: environmental attitude, concern, and behaviour. This article investigated the significance of the three dimensions in individual women in the household and their importance in determining their influence on the family's green behaviour. CFA was used to test the discovered factors, and the results were published.