Role of social influence and demographics on green purchase intention in Kamrup metro District of Assam

Abstract

The study investigates the influence of social factors and demographic characteristics on green purchase intention among consumers in Kamrup Metro District of Assam. Utilizing a sample of 100 respondents selected through convenience sampling, data were collected via a structured questionnaire measuring social influence and green purchase intention on a 5-point Likert scale. Non-parametric tests, including Spearman’s correlation, Mann-Whitney U and Kruskal-Wallis were employed due to non-normal data distribution. Results reveal a significant moderate positive correlation between social influence and green purchase intention, confirming its role in shaping eco-friendly consumer behaviour. Higher income and education levels significantly enhance green purchase intention, while gender and age show no significant impact. These findings suggest that marketers and policymakers should leverage social media and peer networks, address economic barriers and promote environmental education to foster sustainable consumption in Kamrup Metro.