Author(s): Rashmita Saran, Rachita Kashyap and Sweta Singh
The rapid development of the economy and technology has made human life easier and more comfortable, but it has also brought several dangers to the universe. consumerism is one of the dangers that is expanding at an alarming rate. The detrimental effects of consumerism on the environment also act as a catalyst for accelerating green consumption behaviour.\\r\\nHowever, consumers favour the idea of green consumption, but their actual purchase behaviour varies. In light of this context, this study explores the role of environmental awareness, highlighting the hazardous consumerism effects among graduate students, which shapes their intention of green purchase behaviour. Also, this study wants to bring clarity to various distinguishing antecedents of consumers’ preference towards green products.\\r\\nStructural equation modelling was used to examine the proposed hypotheses. A total of 437 undergraduate and graduate student samples were collected, out of which 400 responses were considered for the final study. The finding of the study shows that Environmental Awareness is positively correlated with Environmental Seriousness, Green Purchase Attitude and Green\\r\\nPurchase Intention. Environmental Seriousness is positively correlated with Green Purchase Attitude but is not correlated with Green Purchase Intention, whereas Green Purchase Attitude is positively correlated with Green Purchase Intention hence indicating there is a full mediation effect. This study provides evidence to business practitioners that the young generation who are concerned about the environment will prefer using environmentally friendly products. A person’s actions and efforts are guided by the information they process, weigh, and integrate from a variety of sources about their capabilities and the outcomes of their behaviour. Hence, the study findings guide the practitioner to focus more on providing sustainable offerings to society and create awareness through different marketing activities as the young consumers eventually become the future decision-maker. this study may be the first to isolate the impact of consumers’ beliefs about the significance of green marketing on\\r\\nenvironmentally conscious purchasing decisions. In future, the same connections might be studied in a different setting or geographical area. The moderating effect of gender on green purchase intention can also be studied in the future.