INTRODUCTION Modern business practices are not only intended to achieve growth rather they also intended to achieve sustainable growth. Sustainable growth is advantageous for society and frm both. At one extreme society gets benefted due to conservation of resources and the environment, and at other extreme frm disseminates the message about their social responsibility and Eco-friendly business initiatives in the society, with the hope of achieving customer’s attention and competitive advantage. The most frequent term used in allusion to the sustainable development is being reiterate as green marketing (Saxena & Khandelwal, 2010). Today green marketing is not only a mean to attain sustainable growth and competitive advantage, but it is also driving a lot of corporate’s social responsibilities (CSR) themes. Firm’s concern about green marketing and related issues can be attributed to the increasing consumer’s concern about their consumption style and Eco-friendly consumer behavior (Promotosh & Sajedul, 2011). Over the last decade, concern for the environment-related issues have been gaining more importance due to increasing awareness of environmental deterioration (Kalafatis, Pollard, East, & Tsogas, 1999). Increasing pollution, depletion of natural resources, global warming, depletion of the ozone layer, sky high price of petroleum products, and increasing side-effects of all this on social, economic, and physical condition of human life have generated drastic change in consumer behaviour towards environmental friendly products (Sinnappan & Rahman, 2011; Sarigollu, 2009). A large segment of consumers are now putting emphasis on nature’s protection as the main factor of their buying decisions (Fraj & Martinez, 2007). Under such environment, frms must adhere to these changing trends in consumer behavior to make themselves more competitive (Crassous & Gassmann, 2012; Arseculeratne & Yazdanifard, 2014). With the increasing consumer awareness about environment, frms are not only complying with environmental regulations, but on a practical ground they are also introducing products which are environmentally friendly (D’Souza, Taghian, & Khosla, 2007). Such environmental responsiveness behaviour helps frms to achieve competitive advantage, increase market share, and improve employee motivation, and commitment, in addition to the customer loyalty (Forte & Lamont, 1998; Chan, 2001; Porter & Van der Linde, 1995). The momentous role of green marketing and related practices, incite researchers to understand the nature of green marketing in different markets. Though most of theses studies have focused on European and American contexts, consistent attempts are being made to generalise the outcomes in different contexts, in order to bring a better understanding about the construct (Kumar & Ghodeswar, 2015). Following the similar pattern, many frms are going green for gaining short term benefts while others are looking at it as a long term responsibility and incorporating ‘green’ as a part of their corporate DNA (Tripathi, 2011). The materialisation of these researches has refected in the form of increasing DETERMINANTS OF GREEN PURCHASE INTENTION: AN EMPIRICAL STUDY IN INDIA Seemant Kumar Yadav*, Utkal Khandelwal**, Vikas Tripathi*** Abstract: Due to the challenges of global warming, nations and people these days have all time high concern for environmental protection. It leads to the emergence of a new way of business, Green Business. The industries who claim that they are environmentally friendly and have concern for society are known as green industries, their marketing philosophy is termed as green marketing and environment friendly products are referred as green products. The adoption of green marketing initiatives is principally a response to the increasing pressures of society on businesses to meet its comprehensive ethical and moral responsibilities. Such inclined trend towards eco-friendly initiatives has been measured by various researchers in different contexts, by emphasizing the measurement of consumers and industry’s intention towards green marketing. Many of these researches have been conducted in developed countries and still there is required of putting more focus in the context of developing countries like India. The adoption of green marketing orientation by frms doing business in India is primarily based on intention to purchase green products by Indian consumers. Therefore, this study belongs to the identifcation and validation of prime factors responsible for affecting green purchase intention (GPI), in the concern context. Keywords: Intention, Factor analysis, Environmental protection * Assistant Professor, Institute of Business Management, GLA University, Mathura, Uttar Pradesh, India. Email: seemant.yadav@gla.ac.in ** Assistant Professor, Institute of Business, Management, GLA University, Mathura, Uttar Pradesh, India. Email: utkal.khandelwal@gla.ac.in *** HOD (PG), Institute of Business Management, GLA University, Mathura, Uttar Pradesh, India. Email: vikas.tripathi@gla.ac.in Article can be accessed online at http://www.publishingindia.com