Main Article Content
Abstract
This study investigates customers’ perceptions toward green innovations- products and services designed to reduce environmental impact- and how these perceptions shape purchase intentions. Using a structured questionnaire administered to a stratified sample of 300 urban consumers from Nashik, the research measures awareness, environmental concern, attitude, perceived behavioural control, and purchase intention on 5-point Likert scales. Descriptive statistics, correlations, and multiple regression were employed to test relationships. Findings show moderate awareness (M = 3.49), high environmental concern (M = 3.84), a moderately positive attitude toward green innovations (M = 3.21), but a lower mean purchase intention (M = 2.53). Attitude is the strongest predictor of purchase intention (β ≈ 0.52), followed by perceived behavioural control and awareness; environmental concern has an indirect effect through attitude. The paper discusses implications for policymakers, managers, and marketers, and suggests strategies to convert concern and awareness into actual green purchases.