Electronic Green Journal

Environmental friendly products and packaging are necessary for survival and competing in the current markets. This paper examines the effect of green skepticism on green purchase intentions in the context of Indian households. The study proposed a model with relationships between the antecedents of green purchase intentions. The primary data (n345) is collected through a structured self-administered questionnaire, establishing validity and reliability through confirmative factor analysis (CFA). The results of structural equation modelling (SEM) support that green skepticism does not affect green purchase intentions directly but through environmental knowledge and concern. Environmental knowledge and concern have a robust direct positive effect on green purchase intentions. The study summarizes consumer skepticism as an essential indirect input to green purchase behaviour. The research contributes to the marketing literature by supporting the contention that consumer skepticism plays a vital role in green purchase behaviour and added further evidence.