... for the hypotheses testing and confirmatory factor analysis is used for the validation of measurement model. Findings The authors found that brand preference is influenced by environmental concern and attitude towards the environment-friendly product. Further, social influence indirectly affects brand preference...

... modelling was used to assess the predictive power of considered variables towards green purchasing. Findings – Results indicate that the variables under study predicted green purchase behaviour of young educated consumers of Delhi in the following descending order: social influence, attitude towards...