Dr. Manoj Das and Dr. Mahesh Ramalingam
Although several firms are coming up with green products many of them have not been able to perform effectively. There is an increasing trend among millennials with regards to considering the impact of their purchases on the environment. Among the many factors considered by them two factors which are of prime importance are green trust and price fairness. Our study establishes that perceived consumer effectiveness leads to green purchasing behavior. We have found partial mediation effects for green trust and price fairness. This study offers important implications for academicians and policymakers.