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Owing to increase in environmental pollution, consumers are now more conscious about the environment and are willing to save the environment. The present research attempts to find out the relationship between environmental consciousness and green purchase behaviour among youth. A survey was administered among the young male and female consumers between the ages of 15-29 years. The consumers were surveyed on their green purchase behaviour, environmental concern, environmental attitude, recycling behaviour and political behaviour. Regression analysis was applied to evaluate the data. Environmental attitude has become one of the most important predictor for analysing the green purchase behaviour of young females. Recycling and political action are the most important predictor for young males green purchase behaviour.
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