FACTORS INFLUENCING THE PURCHASING BEHAVIOUR OF YOUNG CONSUMERS TOWARD SUSTAINABLE HANDICRAFT PRODUCTS

This study aimed to analyse about the relation in the influencing factors involved in constructing consumers’ behaviour, especially of youngsters those are involved in purchasing handicraft products. The study was conducted on 234 respondents from Uttar Pradesh, aged 16-40 years selected using a Snow ball sampling method. Findings revealed that consumers’ behaviour was positively related to various influential factors such as the opinion of friends and family most, functional value, status, aesthetic value, and purchasing methods. The consumers' age positively impacted consumer behaviour, tested by regression coefficient (b= .118, R2= .085, p