Consumer Purchase Behaviour for Green Products

Vinod Sharma · Jayant Sonwalkar · Maohar Kapse

19 citations0/0 files storedInternational Journal of Economics and Business Administration

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

Abstract

Purpose: The concern for climate change and global warming is increasing at global level which results in stimulating the interest of firms toward environmental protection and sustainable development.Many firms have started developing green products to meet the demand of environmentally conscious consumers.These firms are now interested in finding the determinants of environmentally conscious consumers' behaviour in order to develop effective marketing strategy to ensure the green purchase commitments.Methodology: Demographic factors, psychographic factors, environmental awareness, environmental concern, price & quality of the green products, Perceived Consumer Effectiveness (PCE), environmental attitude, information, promotional activity, and availability, are major factors in motivating one's behavioural change to engage in environmental behaviour.These factors have been tested in the past, but they have never been tested together in the context of green purchase behaviour of consumers in Central India.Therefore, this paper reviews the conceptual and empirical literatures of the abovementioned variables in explaining the green purchase behaviour.To indentify the factors which influence the consumer purchase behaviour for green products, factor analysis has been used.Data Collection: And convenient sampling method was used to collect the data from the five major cities of Madhya Pradesh.Over 650 questionnaires were circulated out of which a total of 390 questionnaires were considered for the final research purpose with 5 % error of margin and 5 % level of significance.Finding: The research has came out with seven major factors, (1.Awareness & Concern, 2. Price & Quality, 3. PCE, 4. Information, 5. Attitude, 6. Promotional activity, and 7. Information), which influence the green purchase behaviour in central India.

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References

1970Determining Sample Size for Research Activities 1999Environmental segmentation alternatives: a look at green consumer behavior in the new millennium 1996Green consumers in the 1990s: Profile and implications for advertising 2001Determinants of Chinese consumers' green purchase behavior 1999Green marketing and Ajzen’s theory of planned behaviour: a cross‐market examination 1997Green Buying: The Influence of Environmental Concern on Consumer Behavior 2005Antecedents of Green Purchase Behavior: an Examination of Collectivism, Environmental Concern, and Pce 1974Ecologically Concerned Consumers: Who Are They?

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