MILLENNIAL PERCEPTION TOWARDS THE PURCHASE DECI- SIONS OF GREEN PRODUCTS –A DESCRIPTIVE STUDY

The study is executed to assess themillennial perception towards the purchase decisions of green products in Chennai city. The study used both primary and secondary data. The secondary data obtained through research articles, magazines, and daily newspapers. The primary data was gathered from the millennial that are purchasing the green products in Chennai city. The sample size of the study is 591. A simple convenience sampling method was used. The study found that the factors i.e., Environmentally Friendly, Environmental Responsibility, Healthy, Natural products, and environmentally protection, and Social Appeal signi icantly in luenced green products’ purchase decisions among the millennial in the study region. The study also originates that there is significant difference among the age group of millennials concerning the purchase decisions of green products certain aspects like Environmentally friendly, and Healthy. The study results also exhibited that the male and female millennial have similar perception on purchase of green products in the study region.


INTRODUCTION
Humans have a natural sense of attachment to wild things Babu et al. (2021). People groups are centered on shoppers the all through the latest decade, client use of work and items has extended hugely across the world. It leads fatigue of natural resources and ruthless environmental damage Joshi and Rahman (2015). The solemn repercussion of ecological harm is worldwide warming, increased environmental pollution, and refuse in plants and fauna Chen and Chai (2010). Many nations universal beginning to appreciate this risk and have initiated working on decrease the dangerous impact on trade activities on the surroundings. This comprehension and apprehension on the environment and civilization have led to appearance of 'sus- tainable development, it highlights the need to encourage sustainability the structure of development that diminishes the unenthusiastic impact on surroundings and civilization. Sustainable growth additional supports eco-modernism and green consumption. Eco modernism focuses on include ecological sustainability practices at any phase of creating services Veleva and Ellenbecker (2001). 'Green consumption' is generally transmitted to environmentally responsible consumption. The consumers consider the environmental in luence of purchase, using, and disposing of assorted products or using different green services Moisander (2007). Due to enhancing the awareness level of global warming, consumers preferred to consume green products. In the course of recent many years, the current circumstance irmly proves that the Environmental issues are expanded because of a worldwide temperature alteration, environmental change, loss of biodiversity, contamination, and consumption of normal assets. Individuals additionally transform into more cognizant about natural issues and changing their conduct for safe environmental factors. Indian buyers in various class items and administrations from naturally generous associations and is getting hard to please in their conduct of procurement in articulations of preference for results of green, nature of item, their vivacious qualities, and their duty in the stores of the item Singh (2013). Green products de ined the products manufactured with utilization of toxic mechanism and environmentally cordial process; it specialized the distinguished organization Kumar et al. (2020). The consumers felt that the green products satisfy needs lacking damaging the surroundings and contribute more sustainable globe. The green products are environmentally better-quality and have a low environmental impact. Therefore, the present research focused on assessing the millennial perception on purchase of green products.

MILLENNIAL PREFERENCES FOR PURCHASE OF GREEN PRODUCTS
The millennial of green products is portrayed the ecological signi icances of consumption models and suggest to modify their purchase intentions and behavior of utilization for declining the environmental characteristic. The millennial purchase decision originates from being the core subject in the existing study on the behavior of millennial related to green products. The choice to buy supports the green organizations', eating green commodities, and possible to use additional for green products.
Mainly two imperative factors are anxiety the purchase decision of green products.

ENVIRONMENTAL PROTECTION
The shoppers willing to purchase eco-accommodating products are likewise able to pay more for such merchandise than basic products. Along these lines, it tends to be inferred that clients' premium to think about eco-accommodating merchandise and their eagerness to suggest others demonstrate an uplifting perspective, though their reluctance to purchase eco-accommodating products whenever estimated higher calls for consideration and ought to be centered around the social advertising efforts pointed toward changing their conduct for eco-accommodating merchandise Ram et al. (2021). Shore up natural stronghold is central reasons for clients to perform earth benevolent in purchasing choices. The clients recognize the obligation of stocks of green in expanding the greatness level of the air, and shopper's exhibit environmental wellbeing by purchasing and claiming results of green. The customers can communicate the accuracy of prevalent level costs of items classi ication of green advantages recommended by them and develop a positive impression of purchasers' pieces of knowledge.

RESPONSIBILITY OF ENVIRONMENT
The environmental responsibility constrain is related to buyer's commitment level on the safety challenges and personage focuses on attractive the excellence of the impression. Realizing the uncooperative impact of ambiance on consumers know errands for ecological protection. The client motivated by environment believes about the ineness of globe and inhabitants make to be over all connected in environmental forti ication. The consumer's environmental uneasiness is sympathy and con idence in the survival of environmental quandary at the character level to perform environmentally congenial.

PERSONAL EXPERIENCE OF USAGE OF GREEN PRODUCTS
The marketers contemplate on attitudinal issues, they desire to deal organically created food products to developed civilization Boobalan et al. (2021). The Consumers understand green products as a further in luential changeable to in luence green product business decisions. The clients struggle to study green effects on individuals and improve comprehension related to ingredients of green products Laroche et al. (2001). Moreover, the users share the in turn and familiarity of green products with companions Anand (2011). The product measurement facilitates them to identify the environmental improvements of green items and outcomes productively increasing a disposition towards green items Babu et al. (2021) .

SOCIAL APPEAL
Consumers boost and comprehend the connotation of products; the users interrelate with others and gather related sequences Nath et al. (2012). Consumer's portion of a civilization or social group, gain and give to the details, and recognize others consider for scrupulous items Seenivasan et al. (2018) and evaluate the products plinth on the examinations and judgment of others Manaktola and Jauhari (2007) . Besides, the buyers are frequently magnetized to the product that improves self-intelligence, and the loom wants to be differentiated by others. Thus, the extensive relevance creates in luence in mounting the favorite of products. Nevertheless, users are set to purchase products that go after the perceptions of civilization and construct their social identities Guraǔ and Ranchhod (2005). In the society environmental affable, users lengthily distinguish the reputational and fashionable lifestyle method to execute environmentally-friendly Laroche et al. (2001). It has the symbolic connotation of principles, thoughts, and eco-objectives. It shows to important practical conclusions for buyers, i.e., pro-social of reliable, exclusive companion, and position.

METHODOLOGY
The study executed to assess the millennial perception towards the purchase decisions of green products in Chennai city. The study used both primary and secondary data. The secondary data obtained through research articles, magazines, and daily newspapers. The primary data was gathered from the millennial that are purchasing the green products in Chennai city. Overall, 600 questionnaires distributed across the Chennai city. Out of 600 responses, nine responses rejected due to inadequate information provided by the respondents. Therefore, 591 samples used for the inal study. The study used a convenience sampling method. The responses are collected from the millennial through structured questionnaires. The study used simple frequency distribution, one-sample t-test, and independent t-test, and Analysis of variance (ANOVA).  Table 1 reveals outcome personal pro ile of millennial. Out of 591 millennial, majority 315(53.3%)of the millennial are male category, and 276(46.7%) of the millennial are female category. Regarding the age group of millennials, majority 28.9% of the millennial in the age group between 22-26 years. It followed by 27.6% of the millennial between 27-29 years, 25.2% of the millennial 30-34 years, and 18.3% were35-38 years. Marital status concern, 64.3% of the millennial are married, and 35.7% are unmarried. Regarding millennial educational quali ication concern, the majority, 35.9% of the millennial educational background, is under-graduates. It is followed by 29.1% of the millennial is post-graduation, 23.2% of the millennial educational background is professional, and 11.8% of the millennial educational background is up to HSC. Regarding the family monthly income, majority 38.4% of the millennial monthly income between Rs.40, 001 -Rs.80, 000, followed by 35.2% of the millennial are above Rs.80, 000, and 26.4% of the millennial educational background is up to Rs.40, 000. Regarding the occupation of millennial, the majority of the millennial are salaried (39.6%), followed by business (23.7%), professional (21.3%), and Homemaker (15.4%).   & p=<0.004). The p-value of entire factor is <0.01. Therefore, the framed H 0=1 rejected and concluded that factors i.e., Environmentally Friendly, Environmental Responsibility, Healthy, Natural products, and environmentally protection, and Social Appeal signi icantly in luenced green products' purchase decisions among the millennial in the study region.  Table 3 highlights theindependent t-test Results of Male and Female Millennial have the similar Perception on Purchase Decision of Green Products. The study inferred that the p-value of whole factors are >0.05, therefore the null hypothesis accepted at 5% level and concluded that the male and female millennial have the similar perception on purchase decisions of green products. The study also found that the male millennial (3.3727) is signi icantly satis ied with the purchase decisions of green products than the female millennial (3.3192)   Table 4 describes the exhibits the results ofANOVA test for Perception of Purchase Decision of Green Products among the different Age group of Millennial in the study region. The p-value of 'Environmentally Friendly, and Healthy factors are <0.01. The hypothesis supported and concluded that there is signi icant difference among the age group of millennials concerning the purchase decisions of green products certain aspects like Environmentally friendly, and Healthy. The rest of the factors namely Natural products, Environment Protection, Product Recycling, and Social Appeal pvalues are >0.05. Based on the p-values the hypothesis not supported and concluded that there is no signi icant difference among the different age group of millennials in the study area.

CONCLUSION
The study proposed to assess the millennial perception towards the purchase decisions of green products. It is scrutinized from the existing study; the green marketing is instrument for defensive the environment for future. It will appear with severe change in the world wide. It makes stringent roles since green marketing is indispensable to save world from the contamination. The study also exhibits that the enhancing environmental mindfulness of millennial motivated the buying decisions of green products. The continuous improvement in green category study, present research has contemplated on eating patterns. The study found that the factors i.e., Environmentally Friendly, Environmental Responsibility, Healthy, Natural products, and environmentally protection, and Social Appeal signi icantly in luenced green products' purchase decisions among the millennial in the study region. The study also originates that there is is signi icant difference among the age group of millennials concerning the purchase decisions of green products certain aspects like Environmentally friendly, and Healthy. Furthermore, the study described that the that there is no signi icant difference among the different age group of millennials concerning the Natural products, Environment Protection, Product Recycling, and Social Appeal. The study results also exhibited that the male and female millennial have similar perception on purchase of green products in the study region.