Environmental concern to attitude towards green products: Evidences from India

Mohd Danish Kirmani

88 citations0/0 files storedSerbian Journal of Management

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

Abstract

The purpose of this paper is to explore the relationship of environmental concern of consumers with their attitude towards green products and also to identify the predictors of environmental concern. The data was generated from a researcher controlled sample of graduate and post-graduate students enrolled in educational institutions located in the national capital of India (New Delhi) and surrounding areas popularly known as National Capital Region (NCR). The data generated was analysed employing Structural Equation Modelling (SEM). The study findings indicate that environmental concern has a significant and positive influence on attitude towards green products. Collectivism and eco-literacy emerged as predictors of the environmental concern of consumers. The findings of this study are expected to enhance the understanding of marketers of the role played by variables such as religiosity, collectivism, eco-literacy, and environmental concern in formation of attitude of consumers towards green products.

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References

1981Evaluating Structural Equation Models with Unobservable Variables and Measurement Error 1994Marketing Research: An Applied Orientation 1987Dimensions of Consumer Expertise 2001Targeting consumers who are willing to pay more for environmentally friendly products 2007Exploring consumer attitude and behaviour towards green practices in the lodging industry in India 2008Opportunities for green marketing: young consumers 1974Ecologically Concerned Consumers: Who Are They?2010Attitude towards the Environment and Green Products:Consumers’ Perspective

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