Green Products : A Study on Young & Native Swedish Consumers’ Purchase Intentions of Green Products

Abstract: The aim of this study to explore the green products purchases intentions of the young & native Swedish consumers. Many studies have done on the green products and consumers of green products. Researcher also focused on the consumers’ and their purchase intention based on the age. Some studies conducted only on the young consumers of a particular country. However, this study focused on the young consumers of Sweden. Attitude, knowledge and friends and family influences are considered as the three basic factors of this study. I tried to investigate the influence of these three factors on the green purchase intentions of young Swedish. The Theory of Planned Behavior is used to predict human behavior. The theory is on the basis of three factors, those factors are attitude to the behavior, subjective norms and perceived behavior control. As mentioned before that I have considered three factors for this study and theses three factors are related with the other three factors of the Theory of Planned Behavior. This research used quantitative method, and quantitative method requires large numbers of sample. To fulfill the quantitative method’s requirement on sample numbers, I have considered 190 young Swedish from different places of Umeå and Stockholm. Analysis of the consumers’ response showed me positive response of young consumers on green products. The TPB helped me to explain my three factors as these factors are related with the factors of TPB. All the factors I have considered are positively explained and supported by Theory of Planned Behaviors. Findings of this study describes that Swedish are environment conscious consumers. They have positive knowledge, attitude on green product and intention to buy green products. As this study was based on young Swedish and they have showed their positivity on the green products and indented to purchase green products in future.