ABSTRACT
Green consumer attitudes reflect the values that drive consumers to buy environmentally friendly products. Green consumer value can be explained as consumers’ behavior toward products, which is affected by their green buying attitude. The present study was conducted in four Agricultural Universities of India and the sample comprised 336 students. A self-structured interview schedule was developed to study the attitude of the students towards green consumption behaviour. The study found that respondents had a favourable attitude (44.94%) followed closely by the most favourable attitude (42.55%) and a few had the least favourable attitude (12.5%). Gender comparison shows no significant gender difference. Caste (χ² = 0.128*), father’s occupation (χ² = 0.147**) and mother’s occupation (χ² = 0.123*) exhibited significant associations with respondents’ attitude and family education showed a significant positive correlation with attitude (r = 0.170, p < 0.01). Attitude of the respondents towards green consumption behaviour was relatively similar across all universities, (93.91 ± 8.58 each in PAU and CAU), (94.01±8.84 in MPUAT) and (95.11 ± 11.83 in PJTSAU) and the differences were statistically non-significant (F = 0.30, p = 0.820). Overall, the study demonstrates that agricultural university students in India largely possess favourable attitudes toward green consumption, reinforced by family education, socio-cultural factors, and institutional exposure.
AUTHOR AFFILIATIONS
Department of Extension Education and Communication Management, Punjab Agricultural University, Ludhiana, Punjab, 141004, India
CITATION
Bliss H and Gupta R (2025) Attitude of Indian University Students Towards Green Consumption Behaviour. Environmental Science Archives 4(2): 881-888.
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