Green Product Purchase Intention: Differences between Male and Female

The main essence of this research is to identify factors related to the individual‟s purchase intention of green products. In precise terms, the study examines five critical dimensions namely; social influence, environmental concern, perceived environmental responsibility, concern for self-image and affective commitment on the individual‟s green purchasing intention. This study examines differences (if any) between female and male respondents in terms of their green purchase intention and factors influence their purchase intention. A total of 255 individuals participated in this study. Regression analysis and t-test were conducted to test the hypotheses. In general affective commitment, social influence and perceived environmental responsibility are positively related to green purchase intention. However, female and male respondents recorded slightly different results in terms of the green purchase intention and factors influence their purchase intention.

Green marketing, green products, purchase intention, gender differences