Environmental Consciousness and Organic Choices: Investigating the Influence of Awareness, Green Self-Identity, and Subjective Norms among Millennials in Bangalore

This study aims to explore the impact of three key factors, namely
“environmental awareness,” “green self-identity,” and “subjective
norms,” on the attitudes of customers actively engaged in
environmental issues and expressing an interest in purchasing
organic products. This quantitative study, performed among 710
Bangalore millennials. The adequacy of model fit was ascertained
through scrutiny of goodness-of-fit indices, with particular attention
given to the X2/df ratio, where a model was deemed acceptable. The
research findings indicated that, among personal characteristics,
green self-identity and subjective norms had a substantial effect
on the environmental views of millennials planning to purchase
green organic products. Surprisingly, environmental awareness had
a significant impact on millennials’ green self-identity, although
not directly influencing environmental attitudes. The relevance
of social norms in developing EAT highlights the importance of
social influence in motivating millennials to adopt environmentally
friendly behaviours. Marketers may use social connections and peer
approbation to promote green products and initiatives.