GREEN PURCHASING BEHAVIOR IN THE ROLE OF CONSCIOUS CONSUMPTION AMONG YOUNGER ADULTS IN PERU

Purpose: The study identifies the relationship between ecological identity, the influence of the social environment, gender and the level of education and to determine their influence in the ecological purchasing behavior of young adult consumers in the district of La Molina, Lima Province, Peru. Method/design/approach: The data were collected through surveys conducted with 381 younger adult residents of La Molina district using normality test measurements (K-S), followed by exploratory factor analysis and principal component analysis. Results and conclusion: The GPB in younger adults in La Molina is related to green identity (p < 0.05), the influence of the social context (p < 0.05), and gender (p < 0.05). Further, gender is related to the influence of social context (p < 0.05), and educational level is related to the influence of social context (p < 0.05). Research implications: The results highlight the relationship between the demographic variables of gender and educational level and the factors of green identity, influence of the social context, and GPB. Originality/value: The variables affecting the GPB of younger adults in La Molina district are green identity, influence of the social context, and gender; further, gender is related to the influence of the social context and educational level is related to the influence of the social context.