An ISM modeling for factors affecting the purchase of green products

Purpose: Dynamic changes in the marketing scenario lead to the changes in consumer purchase preferences and it is often observed that consumers get more inclinations for the purchase of green products. This paper aims to focus on the influence of factors affecting the purchase of green products. Design/methodology/approach: This study has used two different research phases. The first phase includes identification of factors from the extensive review of the literature followed by the second phase entailing the interpretive structural modeling (ISM). Findings: The identification phase led to 20 factors after the literature review and in consultation with 3 academicians and 2 industry experts. In the second phase, ISM is applied to establish a hierarchical paradigm for the factors affecting the purchase of green products and to develop the contextual relationships among those factors. Research limitations/implications: This study can be used by researchers, academicians, marketing practitioners and environmentalists for filling the academic gap and to increase the usage of green products among consumers to a higher extent. Originality/value: This study is based on the ISM providing significant insights related to factors affecting the purchase of green products. It provides valuable knowledge to marketing researchers and practitioners.