| SMART JOURNAL OF BUSINESS MANAGEMENT STUDIES |
VOL. 20 |
NO. 2 |
PAPER 2 |
10.5958/2321-2012.2024.00009.5 |
PREDICTING CONSUMERS’ INTENTIONS TO PURCHASE ECO-FRIENDLY PRODUCTS THROUGH SERVICE QUALITY AND GREEN VALUE ORIENTATION |
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| Mohammed Ahmad Alsaggaf* and Radhay Shyam Rai** |
| * Assistant Professor, Marketing, Business Administration Department Applied College, King Abdulaziz University, Saudi Arabia |
| * Amity University, Uttar Pradesh, India |
| Organismic Integration Theory (OIT) was used in this research study to examine the influence of environmental measures on consumer purchase intentions, towards’ purchasing eco-friendly athletic wear. To evaluate the associations between variables, a sample of 280 Indian consumers was employed. The research tool, Lisrel 8.80, was used to analyse the data, using the partial least square structural equation modelling (SEM) method. Results indicated that green purchasing behaviour was positively correlated with all the environmental factors considered in this study. Using the theory of OIT, this research is one of the first attempts to examine how environmentally motivating variables affect consumers' inclinations towards environmentally responsible sporting apparel. This study used SEM to perform multiple regression in the sports wear marketing management.
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