




































AGORA International Journal of Economical Sciences, http://univagora.ro/jour/index.php/aijes 

ISSN 2067-3310, E-ISSN 2067-7669 

Vol. 18, No. 1 (2024), pp. 98-110 

 

98 
 

EMERGING PATHWAYS TO GREEN PURCHASE INTENTION: 

DECODING THE INFLUENCE OF ENVIRONMENTAL AWARENESS, 

GREEN PERCEIVED VALUE AND TECHNOLOGY ADOPTION 

MODEL ANTECEDENTS ON CONSUMERS’ PURCHASE INTENTION 

 

S. KHAN 

 

Sablu Khan  

Residential Coaching Academy, Aligarh Muslim University, Aligarh, India 

https://orcid.org/0000-0002-6155-4280, E-mail: sablumba@gmail.com  

  

Abstract: Understanding the buying behaviour of consumers for green products has 

become an emerging issue. The purpose of present study is to assess purchase intention of 

consumers with respect to green products (environment friendly) shopping in India. Further, 

this study examines the role of environmental awareness, green perceived value, perceived 

usefulness and attitude towards using in building consumer intentions to purchase green 

products. Further, the study extends the TAM (Technology Adoption Model) by Davis (1989) 

by incorporating external variables like environmental awareness and green perceived value.  

This study examines the information gathered from 260 clients via a Google form survey. 

Structural equation modeling (SEM), validity and reliability testing, and exploratory factor 

analysis were conducted using the gathered data. The result of the present study shows that 

environmental awareness and green perceived value exert positive and differential effects on 

attitude towards using green products. The study also found that attitude and perceived 

usefulness are equally important for the purchase intention of customers towards green 

products. Implications of the present work are useful for academicians, marketers, 

customers, and policy makers. 

Keywords: Green products; Environmental awareness, Green perceived value, 

perceived usefulness, attitude 

 

1. Introduction 

In recent years, the market for green products in India has been steadily growing due 

to increasing environmental awareness, government initiatives, and consumer demand for 

sustainable and eco-friendly options. The emergence of green products in India is also driven 

by factors such as regulatory support, consumer awareness, and corporate sustainability 

initiatives (Patel & Joshi, 2020). Green products face challenges related to consumer trust, 

credibility of eco-labels, and the perception of greenwashing among consumers in India. 

Consumers in India are increasingly inclined towards purchasing green products due to 

environmental concerns and awareness (Jaiswal, Singh, Kant & Biswas, 2021). 

Green products have been classified based on their uniform impact on environmental 

conservation and protection. Buettner and Madzharova (2021) categorized Energy-Efficient 

Products such as Refrigerators, air conditioners, LED (light emitting diode) lights based on 

their low energy consumption. Supriadi, Astuti and Firdiansjah (2017) included water saving 

https://orcid.org/0000-0002-6155-4280
mailto:sablumba@gmail.com


Sablu KHAN 

99 
 

products such as showerheads and efficient irrigation systems as green products due to 

resource conservation.  Fthenakis and Kim (2019) considered Renewable Energy 

Technologies products like solar photovoltaic and wind turbines as green products due to 

curbing carbon emissions and promoting sustainability. Ding (2008) categorized sustainable 

building materials such as bamboo flooring and recycled steel as green products. Gupta and 

Polonsky (2021) considered organic and eco-friendly products including organic food 

products, natural personal care items, and biodegradable packaging materials as green 

products for being eco-friendly products. Certified Products such as Energy Star appliances, 

Fair Trade goods and Leadership in Energy and Environmental Design (LEED)-certified 

buildings have been considered green products due to strict environmental standards and 

ensuring sustainability (Zou, 2019). Yang, Huang and Lin (2022) have included products for 

green transportation like Electric vehicles (EVs) and hybrid cars as green products due to 

carbon emissions reductions. 

The willingness to pay premium for green products varies among consumers based on 

their socio-economic background and level of environmental consciousness (Jaiswal, Singh, 

Kant, & Biswas, 2021). Companies are adopting green product development strategies, 

sustainable supply chain practices, and green marketing campaigns to cater to the evolving 

preferences of environmentally conscious consumers (Joshi & Patel, 2020). Challenges such 

as consumer scepticism, lack of awareness, and price sensitivity still exist in the Indian 

market, impacting the adoption of green products (Kumar, 2016). The current study evaluates 

a theoretical framework that provides solutions to the following queries.  

 Are attitudes toward usage and perceived usefulness of green products influenced by 

the conceptions of environmental awareness and green perceived value? 

 Does a customer's perception of usefulness affect how they feel about green products? 

 Do attitude and perceived usefulness influence a customer's behavioural intention 

towards green items? 

In three different ways, this study adds to the body of literature. First, from the 

standpoint of technological acceptability, the current study creates a model for behavioural 

intention. Secondly, the research broadens the scope of the TAM model by including 

pertinent elements like perceived green value and environmental awareness. Lastly, the 

study's research findings demonstrate how perceived green value and environmental 

awareness impact attitudes and perceived usefulness, which in turn impact behavioural 

intention. The research paper's remaining sections include the following subsections: 

methodology, results, discussion, and conclusion; they also include the section on drawing 

hypotheses from the literature review.  

 

2. Literature Review and Hypothesis Development 

The Technology Acceptance Model (TAM) propounded by Davis (1989) has been 

widely adapted for assessing users' acceptance and adoption of technology, including 

products. While the original TAM model primarily focuses on technology acceptance, its 

principles have been extended to study perceived usefulness and acceptance of products as 

well, including green products (Venkatesh & Davis, 2000; Lin & Chen, 2006). New 

technologies develop very quickly and exponentially, people should be ready for accepting new 

https://www.bing.com/ck/a?!&&p=ab6349315ca473f6JmltdHM9MTcxNTIxMjgwMCZpZ3VpZD0zMjRlNjEwNy1mYzY5LTYzNDgtMGJmNy03MjhiZmQ5YjYyMzUmaW5zaWQ9NTY2OQ&ptn=3&ver=2&hsh=3&fclid=324e6107-fc69-6348-0bf7-728bfd9b6235&psq=leed+certification&u=a1aHR0cHM6Ly9lbi53aWtpcGVkaWEub3JnL3dpa2kvTEVFRA&ntb=1


EMERGING PATHWAYS TO GREEN PURCHASE INTENTION: DECODING THE INFLUENCE OF 

ENVIRONMENTAL AWARENESS, GREEN PERCEIVED VALUE AND TECHNOLOGY ADOPTION 

MODEL ANTECEDENTS ON CONSUMERS’ PURCHASE INTENTION 

 

100 
 

technology depending upon the usage (Fornazarič, 2023). Collaborations between government 

bodies, industry stakeholders, and non-governmental organizations (NGOs) are essential for 

promoting the adoption and growth of green products in the Indian market (Joshi & Patel, 

2020). 

 

2.1 Environmental Awareness 

Dunlap and Van Liere (1978) in their study introduced the concept of a "New 

Environmental Paradigm" and proposed a measuring instrument to assess individuals' 

environmental awareness and attitudes toward environmental issues. Hines, Hungerford and 

Tomera (1986) carried out a meta-analysis of previous work on responsible environmental 

behaviour, including factors that contributed to environmental awareness and pro-

environmental actions. Stern and Dietz (1994) examined the value basis of environmental 

concern, highlighting how values play a crucial role in shaping individuals' environmental 

awareness and behaviours. Environmental education is considered as precondition for our 

common future (Smolović, Živanović, Abramović & Živanović, 2023). 

De Groot and Steg (2008) focused on different value orientations (egoistic, altruistic, 

and biospheric) and how they influence beliefs related to environmentally significant 

behaviour, providing insights into environmental awareness. Kaiser and Schultz (2009) 

investigated the attitude-behaviour relationship concerning environmental awareness and pro-

environmental behaviour, considering the moderating role of behavioural difficulty.  

 

Hypothesis 1: Environmental awareness (EA) exerts a significant positive effect on 

Perceived Usefulness. 

 

2.2 Green Perceived Value 

Peattie and Peattie (2003) examined that how reducing social risk could encourage 

sustainable consumption, which was closely tied to the perceived value consumers associate 

with green products. Kim and Choi (2005) explored the factors that influence consumers' 

green purchase behaviour, including cultural aspects like collectivism, environmental 

concern, and personal consumer efficacy (PCE). Thogersen (2004) offers insights into how 

cognitive dissonance theory can help understand the inconsistencies in environmentally 

responsible behaviour and, consequently, the perceived value of green products. Vermeir and 

Verbeke (2006) in their study focused on sustainable food consumption for young adults, 

using the Theory of Planned Behaviour to analyze how confidence and values influence the 

perceived value of sustainable products. Luchs and Mooradian (2012) highlighted the role of 

gender and personality traits in shaping sustainable consumer behaviour and perceived value 

of green products. Factors such as product quality, price, brand reputation, and availability of 

green products influence consumer behaviour towards green purchases (Jaiswal, Singh, Kant 

& Biswas, 2021). 

Hypothesis 2: Green Perceived Value (GPV) exerts significant effect on Perceived 

Usefulness. 

 



Sablu KHAN 

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2.3 Perceived Usefulness 

Davis's (1989) seminal work on TAM establishes the foundation for understanding 

how the perceived usefulness influences user acceptance of technology, which can be 

extended to products. Grunert and Juhl (1995) mentioned the relationship between values, 

environmental attitudes, and the purchase of organic foods, shedding light on perceived 

usefulness of eco-friendly products. Venkatesh and Davis (2000) extend the TAM model and 

provide empirical evidence on the factors influencing perceived usefulness of technology 

adoption and ease of use, which can be applicable to product acceptance as well. Chan (2001) 

investigated the determinants of green purchase behaviour (man–nature orientation, degree of 

collectivism, environmental effect and ecological awareness) among consumers, including 

the perceived usefulness of green products. Laroche, Bergeron and Barbaro-Forleo (2001) 

examined consumer segments willing to pay higher for eco-friendly products, considering 

factors such as perceived usefulness and environmental concern. Chang and Cheung (2001) 

applied the TAM model to understand the determinants of intention to use the Internet, 

showcasing applicability of perceived usefulness and ease of use in technology-related 

decisions. Global technological developments have brought an involution of today's young 

people which may affect the perception of using green products as well (Mateuț, 2021). 

Kim and Choi (2005) investigated the antecedents of green purchase behaviour, 

including factors such as collectivism, environmental concern, and perceived consumer 

efficacy (PCE), which are related to the perceived usefulness of green products. Customers 

who are certain for making sustainable choices in their ability to make sustainable choices are 

highly supposed to perceive green products as useful and align their behaviours accordingly 

(Vermeir and Verbeke, 2006). 

They found that consumers perceive green products as useful when they offer tangible 

benefits such as energy savings, environmental protection, or health benefits. If users 

perceive a technology as useful, they are more likely to intend to use it (Davis, 1989). 

Vermeir and Verbeke (2006) integrated the TPB with sustainable food consumption and 

highlighted the role of perceived usefulness in shaping behavioural intentions. Consumers' 

positive perceptions of the usefulness of sustainable food products lead to higher intentions to 

use them. The perceived usefulness of green products can be influenced by individuals' 

confidence in their ability to make environmentally friendly choices (Vermeir & Verbeke, 

2006). 

Steg and Vlek (2009) provided an integrative review of encouraging pro-

environmental behaviour, which included understanding the perceived usefulness of 

environmentally friendly products as a motivator for such behaviour. Biswas and Roy (2015) 

explored consumer behaviour towards green products in developing economies and 

highlighted the importance of perceived usefulness.  

Hypothesis 3: Green Perceived Value (GPV) has a significant positive influence on 

Attitude towards Using (ATU). 

Hypothesis 4: Green Perceived Value (GPV) has a significant positive influence on 

Behavioural Intention (BI). 

 

2.4 Attitude towards Using 



EMERGING PATHWAYS TO GREEN PURCHASE INTENTION: DECODING THE INFLUENCE OF 

ENVIRONMENTAL AWARENESS, GREEN PERCEIVED VALUE AND TECHNOLOGY ADOPTION 

MODEL ANTECEDENTS ON CONSUMERS’ PURCHASE INTENTION 

 

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Integrating environmental considerations into business strategy, including the use of 

green products and technologies, is essential for sustainable development and business 

success (Welford, 1999). Green marketing strategies play a vital role in influencing consumer 

perceptions and attitudes towards green products in India (Kumar, 2016). Life cycle 

assessment of products is crucial for understanding and mitigating environmental impacts, 

promoting the adoption of green products and technologies (Tukker, 2000). Consumers’ 

attitudes toward using green products, were also portrayed for influencing their green 

purchase intention (Chan, 2001). Green product innovation is vital for companies to stay 

competitive and meet consumer demand for environmentally sustainable products (Dangelico 

& Pujari, 2010). Information and Communication Technologies (ICT) can play a significant 

role in reducing environmental footprints when designed and used efficiently (Bieser & Hilty, 

2018). Rifa’I and Nuryakin (2020) in their study mentioned that attitude towards using has 

shown a mediating effect between perceived usefulness and behavioural intention. 

Companies are increasingly adopting green marketing practices such as eco-labelling, 

environmental certifications, and sustainable packaging to attract environmentally conscious 

consumers (Kumar, 2016). Further, social media marketing as a tool is used to attract target 

audience for different product use including green products (Kaur, 2023).  

Hypothesis 5: Attitude towards Using (ATU) has a significant positive influence on 

Behavioural Intention. 

Based on the extensive literature review, this study tries to present a comprehensive 

conceptual model (Figure 1) that delineates the interrelationships among environmental 

awareness, green perceived value, perceived usefulness, attitude towards using and 

behavioural intention. 

 

Figure 1: Conceptual Model 

 
 

 

 

3. Methods 

Environmental 

Awareness 

Green Perceived 

Value 

Perceived 

Usefulness 

Behavioural 

Intention to 

use 

Attitude 

towards Using 



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Based on the literature review, the present study has taken the constructs including 

environmental awareness, green perceived value, perceived usefulness, attitude towards using 

and behavioural intention. The researcher has adapted questionnaire items from earlier 

studies as Environmental Awareness (Steg & Vlek, 2009), green perceived value (Riva, 

Magrizos, Rubel & Rizomyliotis, 2022), perceived usefulness (Davis,1989; Davis, Bagozzi, 

& Warshaw, 1989; Chen & Lu, 2016), attitude towards using (Amaro & Duarte, 2015) and 

behavioural intention (Yadav & Pathak, 2016). 

Data collection involved the respondents who purchased any green products as classified 

earlier from tier-2 cities of north India. Data collection was done from September 2023 till 

November 2023. The research sample encompassed 260 respondents from diverse socio-

economic backgrounds using researcher-controlled sampling. For data collection, 1000 

questionnaires were distributed for data collection and research got only 260 questionnaires 

with response rate of 26 percent. The sample size is fully acceptable as per Hair et al. (2010) 

recommended for multivariate analysis. 

 

3.1 Questionnaire development 

The researcher has taken multi-item constructs (environmental awareness, green 

perceived value, perceived usefulness, attitude towards using and behavioural intention) from 

the previous literature. The survey consisted of 19 items representing the five dimensions, 

measured on a scale varying from one for "strongly disagree" to seven for "strongly agree". 

Data analysis has been carried out using SPSS 24.0.  You may refer the Table 1 for survey 

based questions and their questionnaire adaptations. 

 

Table 1: Survey Instrument 

Code Dimension Items 

Construct (Adapted 

Sources) 

ENV1 Environmental pollution harms my health  Environmental 

awareness (Steg & 

Vlek, 2009) 

ENV2  I am serious towards environmental problems  

ENV3 I consider that the environment is degrading  

ENV4 
Environmental issues pose a threat to humankind's future. 

ENV5* 

Regarding the future state of the environment, I am 

optimistic  

 

GPV1 

The green products offer expected environmentally 

friendly characteristics 

 Green Perceived 

Value (Riva, 

Magrizos, Rubel & 

Rizomyliotis, 2022) GPV2 

The green products offer expected environmentally 

friendly characteristics 

GPV3 In terms of green features and value for money, the green 

product I buy is superior.  

ATU1 Using eco-friendly items is a wise move.  Attitude towards 

Using (Amaro & 

Duarte, 2015) 

ATU2 Green product use is a smart move 

ATU3 Using green products is a practical idea 



EMERGING PATHWAYS TO GREEN PURCHASE INTENTION: DECODING THE INFLUENCE OF 

ENVIRONMENTAL AWARENESS, GREEN PERCEIVED VALUE AND TECHNOLOGY ADOPTION 

MODEL ANTECEDENTS ON CONSUMERS’ PURCHASE INTENTION 

 

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ATU4*  Using green products is an important idea 

BI1  I intend to shop for green products in the future  

Behavioural Intention 

(Yadav & Pathak, 

2016; ) 

BI2 In the future, using green products will be my first choice  

BI3  I am willing to shop for green products 

BI4*  

I will consider purchasing green products if delivery is 

available in my area 

PU1 

Green products’ environmental performance can improve 

life quality;  

Perceived Usefulness 

(Davis,1989; Davis, 

Bagozzi, & 

Warshaw, 1989; 

Chen & Lu,2016) 

PU2 Using green products can make me healthier; and 

PU3 Environmental quality improves after using green 

products. 

Items with asterisk (ENV5, ATU4 and BI4) were deleted after poor factor loading during 

exploratory factor analysis. 

 

3.2 Data analysis 

3.2.1. Sample attributes 

The characteristics of the collected sample of 260 respondents have been portrayed 

below. There are 120 female respondents (46%) and 140 male respondents (~54%) in the 

sample. While portraying the monthly income, 20 (7.69%) respondents have their income 

less than €333, 50 (19.23%) respondents were in the range of income more than €333 and 

less than €666 and around 73 percent respondent were having income greater than €666. 

The respondents' educational backgrounds were categorized as 115 (~44%) had 

completed their graduation, and roughly 145 (~56%) had completed postgraduate studies. 

Therefore, it shows the adequate representation of population in the sample. 

 

3.2.2 Measurement Model 

The exploratory and confirmatory factor analyses (EFA and CFA) were used to validate the 

conceptual model. Six iterations of Principal Component Analysis (PCA) with Varimax 

rotation were used to conduct the EFA. EFA is represented in the Conceptual model as a 

component matrix with five variables. Every item's cross loading is less than 0.49. The 

remaining factor loadings range from 0.59 to 0.852 as well. According to Hair et al. (2010), 

measurements of all commonalities are greater than 0.49, indicating that each item is related 

to a variety of other items. Additionally, the KMO value of 0.876 with 120 degrees of 

freedom indicates enough sampling for the analysis. Moreover, Bartlett’s test for sphericity is 

absolutely significant. All the constructs can explain 71.25% variance of measurement model. 

Therefore, conceptual model has cleared the cutoff criteria. 

In the second step, a CFA was conducted using maximum likelihood (MLE) method 

with the help of AMOS 24 package. The fit indices of conceptual model are within limits as 

under acceptable criteria. Conceptual model has shown a required criteria of fit (χ2 =164.993, 

df = 94, χ2/df= 1.755, CFI = .962 TLI = .89, RMSEA= .054).  

 



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The composite reliabilities (CR) for each dimension have been portrayed in Table-2. 

According to Hair et al. (2010), the cutoff values for the following constructs are met by the 

CR values: attitude toward utilizing (0.789), perceived usefulness (0.812), green perceived 

value (0.866), behavioural intention (0.783), and environmental awareness (0.823). 

Additionally, the Average Variance Explained for each of the following constructs: 

behavioural intention (0.549), attitude towards using (0.558), perceived usefulness (0.593), 

green perceived value (0.684), and environmental awareness (0.541), was found to be greater 

than 0.5, indicating convergent validity (Hair et al. 2010; Henseler, Ringle & Sarstedt, 2014).  

 

Table 2: Validity and Reliability Analysis 

Item 
Estimat

es 
CR AVE MSV EA GPV PU ATU BI Constructs 

ENV2 0.812 

0.823 0.541 0.393 0.736 
    

Environmental 

Awareness 

(EA) 

ENV3 0.719 

ENV4 0.594 

ENV1 0.798 

GPV2 0.873 

0.866 0.684 0.384 0.556 0.827 
   

Green 

Perceived 

Value (GPV) 

GPV3 0.826 

GPV1 0.78 

PU2 0.88 

0.812 0.593 0.32 0.536 0.497 0.77 
  

Perceived 

Usefulness 

(PU) 

PU3 0.738 

PU1 0.678 

ATU1 0.795 

0.789 0.558 0.393 0.627 0.535 0.566 0.747 
 

Attitude 

Towards Using 

(ATU) 

ATU3 0.623 

ATU2 0.81 

BI3 0.812 

0.783 0.549 0.384 0.536 0.619 0.51 0.515 0.741 
Behavioural 

Intention (BI) 
BI1 0.784 

BI2 0.612 

 

The correlation between "Green Perceived Value" and any other dimension is lower 

than the square root of AVE for that dimension. Comparably, for Environmental Awareness, 

perceived usefulness, attitude toward utilizing, and behavioural intention, the square root of 

average variance explained is larger than the correlation of these variables with any other 

construct, indicating sufficient discriminant validity.  

 

4. Structural equation modelling (SEM) Results: 

Structural Equation Modelling (SEM) is employed for multivariate data analysis for 

path analysis.  SEM enables the researchers to assess the causal relationship between items 

and constructs as well as the inter-constructs average relationship. The path estimates for 

hypotheses testing have been calculated through AMOS 24.0 portrayed in figure-2, which 

shows the path estimates for the respective casual relationships. Further, the SEM model has 

been found a good fit as other statistics indicating values within limits (χ2=232.086, df = 98, 

χ2/df =2.368, CFI= .929, RMSEA=.07).  



EMERGING PATHWAYS TO GREEN PURCHASE INTENTION: DECODING THE INFLUENCE OF 

ENVIRONMENTAL AWARENESS, GREEN PERCEIVED VALUE AND TECHNOLOGY ADOPTION 

MODEL ANTECEDENTS ON CONSUMERS’ PURCHASE INTENTION 

 

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Figure 2: SEM Analysis 

 
Results of structural equation modelling have been indicated below in table 3. Indirect effects 

of these variables have been measured through the SPSS AMOS 24.0. 

 

Table 3: Results of Structural Equation Modeling 

Hypotheses Estimates C.R. p- value 

H1: Environmental Awareness Perceived Usefulness 0.450 5.517 .000 

H2: Green Perceived Value Perceived Usefulness 0.334 4.330 .000 

H3: Perceived Usefulness  Attitude towards Using 0.659 8.369 .000 

H4: Perceived Usefulness  Behavioural Intention 0.451 4.372 .000 

H5: Attitude towards Using  Behavioural Intention 0.214 2.136 .033 

Source: By Researcher 

 

Table 3 also displays the outcomes of the five hypotheses that this study put forth. 

According to Hypothesis 1, perceived usefulness is significantly positively impacted by 

environmental awareness. The findings show that Indians' perceived usefulness is 

significantly influenced by environmental awareness (beta = 0.450, p < 0.00). Therefore, 

results are consistent with hypothesis 1.  

According to Hypothesis 2, perceived usefulness is significantly positively impacted 

by perceived green value. According to the findings, perceived usefulness is significantly 

impacted by green perceived value (beta = 0.334, p <.05). this results are in line with the 

previous study by Khan and Khan (2020). The outcome does lend credence to hypothesis 2. 

The third hypothesis examined how attitudes toward utilizing are greatly influenced by 

perceived usefulness. The analysis demonstrates a significant relationship between attitude 

toward using and perceived usefulness (beta = 0.659, p is less than 0.00). 

Therefore, hypothesis 3 is supported by the results. Hypothesis 4 assumed that Perceived 

Usefulness exerts substantial impact on Behavioural Intention. The output of regression 

analysis explains that Perceived Usefulness shows significant influence on Behavioural 



Sablu KHAN 

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Intention (beta = 0.451, p < 0.00). Thus, hypothesis 4 is supported. Hypothesis 5 

demonstrates that Attitude towards Using impacts significantly on Behavioural Intention. The 

result shows that Attitude towards Using has no substantial effect on Behavioural Intention 

(beta = 0.214, p > .05). Therefore, hypothesis 5 is not supported by results.  

 

5. Conclusions 

The primary purpose of this research was to assess the effect of environmental 

awareness and perceived usefulness on the intentions of individuals to use the green products 

in their day to day life. Additionally, we find out the role of attitude towards using as a 

mediating variable, between perceived usefulness of green products and behavioural intention 

to use and shop the green products. To explore the hypothesized relationships among these 

constructs, a study with a sample of 260 respondents from the customers who has prior 

experience of using green products was carried out. For structural equation modeling, AMOS 

24.0 was employed as analytical tools. Notably, our results portrayed that environmental 

awareness and green perceived value positively influence the perceived usefulness of green 

products. Presently, there is a much more focus on sustainable consumption to promote the 

environmentally friendly practices all over the world. Therefore, customers are more aware to 

adopt such practices and find the green perceived value an important factor for perceived 

usefulness. Further, policies of all government are incorporating the use of green products so 

that little harm may be recorded to the environment and planet. Furthermore, our research 

contributes to the extant literature on TAM model by considering the perceived usefulness as 

a factor for behavioural intention to use the new products instead of technology. Research 

also suggests that policy makers should focus on increasing environmental awareness and 

enhancing the perceived value by cutting production and acquisition cost of green products. 

Collaborations between government bodies, industry stakeholders, and non-governmental 

organizations (NGOs) are essential for promoting the adoption and growth of green products 

in the Indian market as also opined by Joshi and Patel, (2020). Further, attitude towards using 

green products should be translated to behavioural intention to use the products. Future 

research may be conducted to incorporate other important factors like customer satisfaction 

and customer loyalty. 

The limitation of the study is that researcher has assessed green purchase intention in 

a developing country i.e. India.  Hence, the results of this study may lack generalization for 

other developed regions of the world but results are still insightful in assessing green 

purchase intention. 

 

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