ABSTRACT
This present study has endeavored to investigate the precursors of customers’ buying behavior with regard to green personal care products in an emerging economy. An empirical test of the model has been conducted where the influence of reference groups (social and peer influence) on green buying behavior of Indian millennials has been analyzed. Primary data collected from 385 respondents belonging to the age group of 24 to 40 years was analyzed via Partial Least Square- Structural Equation Modelling (PLS-SEM) approach to examine the posited research hypotheses. The PLS-SEM revealed that both the constructs of reference group influence are positively related to Indian millennials’ buying behavior in respect of eco-friendly personal care products. The scant literature in respect of sustainable buying behavior of consumers of an emerging economy has been enlarged as well as marketing theory being underpinned with inputs delivered by findings of the study.
