Volume 19, No. 2, 2022
Impact Of Societal Influence, Green Product Price Sensitivity And Green Trust On Online Purchasing Behavior Of Green Products By Generation Y Customers In Oman
Mohammed Wamique Hisam , Shouvik Sanyal and Sandeep Singh
Abstract
The traditional buyer-seller relationship is being challenged by Generation Y (Gen Y) consumers. In order to capture the attention, business, and loyalty of Gen Y shoppers, sellers must change their marketing strategies. An increasing number of researchers have undertaken in-depth research on green marketing and green purchases in order to create sustainable development that protects the environment and society but a lot of gaps remain in the existing literature, particularly pertaining to emerging markets. As a result, the goal of this research was to look into the factors influencing Gen Y's green purchasing habits in relation to online items in the Sultanate of Oman. A qualitative and quantitative method was used in the research. Items from previous research were adapted and incorporated into a questionnaire to investigate the key factors influencing online green purchase decisions of the Gen Y customers. A total of 126 Gen Y consumers responded to the survey. PLSSEM software was used to evaluate the data collected. The findings of this study reveal that societal influence, willingness to pay higher costs for green items, and green trust all have a positive and significant impact on Gen Y green shopping decisions made online. This study contributes to global efforts to create a green society by providing strong evidence of the factors that influence the Gen Y cohort's decision to purchase green products in Oman, and thus serves as a valuable insight for producers and government officials working to create a greener society.
Pages: 3848-3870
Keywords: Generation Y, Online Purchasing Decision, Societal Influences, Government Initiatives, Green Products