Article2016

Predictors of young consumer’s green purchase behaviour

179 citations0/0 files storedManagement of Environmental Quality An International Journal

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Environmental Sustainability in Business Sustainable Supply Chain Management Environmental Education and Sustainability

Abstract

Purpose – The purpose of this paper is to determine the factors that predict green purchase behaviour of young educated consumers in Delhi. Design/methodology/approach – A survey was carried out on a sample of 1,502 young educated consumers. Structural equation modelling was used to assess the predictive power of considered variables towards green purchasing. Findings – Results indicate that the variables under study predicted green purchase behaviour of young educated consumers of Delhi in the following descending order: social influence, attitude towards green purchase, perceived environmental knowledge, recycling participation, ecolabelling and exposure to environmental messages through the media. Research limitations/implications – The sample considered in the study was restricted to Delhi only. Further, the predictive power of only a few variables was examined. Practical implications – The paper identifies key predictors of consumers’ green purchase behaviour, enabling practitioners to understand which factors influence young educated consumers in their decision making regarding green purchases. This knowledge will help marketing managers design effective strategies to encourage green purchase behaviour among such consumers. Social implications – Policy makers and government organizations may use the findings of this study to run awareness campaigns for disseminating information and promoting green purchase behaviour among larger sections of society. Such initiatives may help in minimizing the negative consequences of irresponsible consumption practices on environment and society. Originality/value – The present study is the first which applies reciprocal deterministic theory to predict green purchase behaviour of educated young consumers in India. Moreover, this is the first study to investigate the influence of consumers’ exposure to environmental messages through the media on their green purchase behaviour.

Citations in this library

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References

1980Understanding Attitudes and Predicting Social Behavior 1985From Intentions to Actions: A Theory of Planned Behavior 1955A study of normative and informational social influences upon individual judgment.2006Sustainable Food Consumption: Exploring the Consumer “Attitude – Behavioral Intention” Gap 2001Do Consumers Expect Companies to be Socially Responsible? The Impact of Corporate Social Responsibility on Buying Behavior 1999Consumer Socialization of Children: A Retrospective Look At Twenty‐Five Years of Research 2009Sustainable consumption: green consumer behaviour when purchasing products 2003Promoting sustainable consumption: Determinants of green purchases by Swiss consumers

Cited by

2019The role of cultural values in green purchasing intention: Empirical evidence from Chinese consumers 2019Materialistic values and green apparel purchase intention among young Vietnamese consumers 2020Perceived Environmental Responsibilities and Green Buying Behavior: The Mediating Effect of Attitude 2022Influencing Green Purchase Intention through Eco Labels and User-Generated Content 2021Environmental quality awareness, green trust, green self-efficacy and environmental attitude in influencing green purchase behaviour

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