Understanding the Impact of Situational Factors on Green Purchase Intention in Retailing: A Study of Young Consumers

Much research has been devoted to understanding sustainable consumption using factors from the theory of planned behaviour. However, very few researchers have studied role situational in this context. The present study is aimed analyse impact preference retail store and transportation mode on green purchase intention, which turn affects behaviour among consumers. A survey by questionnaire method was used collect data young Indian consumers Mumbai, Kolkata, Bengaluru Delhi. Due Covid-19 outbreak, collected through online 280 respondents adopting quota sampling. Linear regression analysis performed test proposed hypotheses. findings reveal that for stores a significant positive effect intention while negative intention. two explain more than 27% variance consumers' products. also reported Finally, explained 63% consumption.