Dublin Core The Dublin Core metadata element set is common to all Omeka records, including items, files, and collections. For more information see, http://dublincore.org/documents/dces/. Title A name given to the resource Conference Papers Conference Paper Faculty Publications- Conference Papers Dublin Core The Dublin Core metadata element set is common to all Omeka records, including items, files, and collections. For more information see, http://dublincore.org/documents/dces/. Title A name given to the resource Do Millennial Exhibit Environmentally Responsive Consumption BehaviorsA Study on Determinants of Green Purchase Decision? Subject The topic of the resource Consumers environmental beliefs; Environmental concerns; Green products; Purchase behavior Description An account of the resource The purchase behavior of green products is largely affected by the intention-action gap and skepticism present among consumers. The purpose of this study was to analyze the various factors that affect the purchase behavior of green products among millennials. The practical benefit of this research is that it will assist in the convergence of green marketing and environmental consumer behavior theories. The theory used in the study is the theory of planned behavior. It helps to understand the specific behaviors of consumers as a possibility of a particular behavioral intention. For this purpose, we identified five constructs, namely, Environmental Concerns and Belief (ECB), Eco-Labelling (EL), Green Packaging and Branding (GPB), Green Product, Premium, and Pricing (GPPP), and Consumers Beliefs Towards the Environment (CBTE). These constructs have helped in identifying and analyzing the various factors that affect the purchase behavior of green products among millennials. We analyzed the purchase behavior of green products using a questionnaire approach. For this descriptive study, there were 251 millennials as our respondents who were chosen using the convenience sampling technique. The data was collected through a structured questionnaire via Google form and was analyzed using regression analysis, correlation. It was found that the key factors of green marketing such as Environmental Concerns and Beliefs (ECB), Green Packaging and Branding (GPB), and Green Product, Premium and Pricing (GPPP) have a positive influence on Consumers Beliefs Towards the Environment (CBTE). It implies that by increasing the spending on green packaging and branding there will be a positive effect on consumers environmental beliefs. On the other hand, Eco-Labelling (EL) has a negative influence on Consumers Beliefs Towards the Environment (CBTE) and this is caused by skepticism present among millennials. 2022, The Author(s), under exclusive license to Springer Nature Switzerland AG. Creator An entity primarily responsible for making the resource Priyadarsini M.K.; PraveenKumar T.; Lakshmi B.A.; Jyotsna S.A.; Swetha A. Source A related resource from which the described resource is derived Environmental Science and Engineering, pp. 771-784. Publisher An entity responsible for making the resource available Springer Science and Business Media Deutschland GmbH Date A point or period of time associated with an event in the lifecycle of the resource 2022-01-01 Identifier An unambiguous reference to the resource within a given context <a href="https://doi.org/10.1007/978-3-030-96554-9_51" target="_blank" rel="noreferrer noopener">https://doi.org/10.1007/978-3-030-96554-9_51</a> <br /><br /><a href="https://www.scopus.com/inward/record.uri?eid=2-s2.0-85130913734&amp;doi=10.1007%2F978-3-030-96554-9_51&amp;partnerID=40&amp;md5=24e0190eb12ee998675fd587c04e2bef" target="_blank" rel="noreferrer noopener">https://www.scopus.com/inward/record.uri?eid=2-s2.0-85130913734&amp;doi=10.1007%2f978-3-030-96554-9_51&amp;partnerID=40&amp;md5=24e0190eb12ee998675fd587c04e2bef</a> Rights Information about rights held in and over the resource Restricted Access Relation A related resource ISSN: 18635520; ISBN: 978-303096553-2 Format The file format, physical medium, or dimensions of the resource Online Language A language of the resource English Type The nature or genre of the resource Conference paper Coverage The spatial or temporal topic of the resource, the spatial applicability of the resource, or the jurisdiction under which the resource is relevant Priyadarsini M.K., PSG Institute of Management, Coimbatore, India; PraveenKumar T., School of Business and Management, Christ (Deemed to be University), Bangalore, India; Lakshmi B.A., PSG Institute of Management, Coimbatore, India; Jyotsna S.A., PSG Institute of Management, Coimbatore, India; Swetha A., PSG Institute of Management, Coimbatore, India