INTRODUCTION

Humans have a natural sense of attachment to wild things (Babu, Balaji, & Gajenderan, 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 & Rahman, 2015). The solemn repercussion of ecological harm is worldwide warming, increased environmental pollution, and refuse in plants and fauna (Chen & 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 ‘sustainable 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 & Ellenbecker, 2001). ‘Green consumption’ is generally transmitted to environmentally responsible consumption. The consumers consider the environmental influence 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 firmly 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 defined the products manufactured with utilization of toxic mechanism and environmentally cordial process; it specialized the distinguished organization (Kumar, Shanthini, & Nawaz, 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 significances 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.

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 final 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).

ANALYSIS AND DISCUSSION

Table 1 reveals outcome personal profile 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 qualification 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%).

Hypothesis 1

The Millennial do not have the positive perception on purchase decisions of green products in the study region

Table 2 exhibits the results of One-sample t-testresults for factors influencing toward the Purchase of decisions of Green Products. The study results reveals that the t & p-value for predominant factors i.e., Environmentally Friendly (t=15.492 & p=<0.001), Healthy (t=14.204 & p=<0.001), Natural products (16.902 & p=<0.001), environmentally protection (t=14.117 & p=<0.001), Product Recycling (t=14.359 & p=<0.004) and Social Appeal (t=16.404 & p=<0.004). The p-value of entire factor is <0.01. Therefore, the framed H₀₌₁ rejected and concluded that factors i.e., Environmentally Friendly, Environmental Responsibility, Healthy, Natural products, and environmentally protection, and Social Appeal significantly influenced green products’ purchase decisions among the millennial in the study region.

Hypothesis-2

The Male and Female Millennial have the similar Perception on Purchase Decision of Green Products in the study area

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 significantly satisfied with the purchase decisions of green products than the female millennial (3.3192)

Hypothesis-3

The different Age group of Millennial has similar Perception of Purchase Decision of Green Products in the study region

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 significant 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 p-values are >0.05. Based on the p-values the hypothesis not supported and concluded that there is no significant 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 significantly influenced green products’ purchase decisions among the millennial in the study region. The study also originates that there is is significant 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 significant 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.