STUDY ON IMPACT OF ENVIRONMENTAL CONCERN TOWARDS GREEN PURCHASE INTENTION IN GUWAHATI

The rise in environmentalism in the recent times has led organisations to shift towards sustainable practices and subsequently to the growth in green marketing. One of the dimensions of green marketing involves providing green products which are not harmful to the environment. The present paper studies the relationship of consumers' environmental concern with their green purchase intention in the city of Guwahati. Data was collected amongst the students and was analysed using Pearson correlation matrices. The results revealed a significant and positive relationship between environmental concern and green purchase intention.