A Study of Factors Affecting Indian Consumer Purchase Decisions to Green Tea

Abstract

The study aimed to investigate the factors that influence consumers’ purchase intentions towards green tea. The study focused on exploring the relationship between attitude, social environment, environmental concerns, marketing factors, and green tea purchase intentions. The study employed a questionnaire sampling technique and collected 120 usable responses from the respondents . The data collected was analyzed using the Cronbach's Alpha test, which measures the internal consistency and reliability of the questionnaire items. The result of the study revealed that attitude had a direct impact on consumers’ green tea purchase intentions. This implies that individuals’ personal attitudes towards green tea, such as their preferences, beliefs, and perceptions, play a significant role in influencing their likelihood to purchase green tea products. Additionally, the study found that marketing factors and the social environment significantly influenced consumers’ purchase intentions towards green tea. These factors were found to have a positive impact on consumers’ purchase intentions, suggesting that effective marketing strategies can influence consumers’ decision-making processes regarding green tea purchases. Similarly, the social environment, which refers to the influence of family, friends, and social networks, was also found to be a significant factor affecting green tea purchase intentions. This indicates that individuals are influenced by the opinions, recommendations, and behaviors of others in their social circles when making decisions about purchasing green tea products. However, the study revealed that environmental concerns had an insignificant impact on green tea purchase intentions. This suggests that consumers’ concerns about environmental issues, such as sustainability or eco-friendliness, may not be strong drivers of their intention to purchase green tea products. This study included marketing factors as predictors of green tea purchase intentions for the first time. By considering marketing elements alongside attitude, social environment, and environmental concerns, the study provides valuable insights into the various factors that influence consumers’ decisions regarding green tea purchases.