The pursuit of economic growth has led to severe damage to the environment. Over-exploitation of natural resources has had a significantly negative impact on the environment. Awareness of the destruction of natural resources resulting from human activities has raised the issue of environmental protection and environmental consciousness. The growing consciousness towards an environmental breakdown and climate change has necessitated the need for green consumption and the sustainability of resources. The adoption of green consumerism will not only address environmental and ecological issues but will also help firms to improve their performance and productivity by efficiently using resources and cutting down wastage. Therefore, the current study aims to explore the factors that shape the purchase intention of millennials in India. The four antecedents namely: subjective norm, perceived behavioral control, perceived value and attitude have been taken as an endogenous variable in the study. The structural equation modeling (SEM) has been used to test the proposed hypothesis in the study. The data were collected using systematic random sampling and a total of 500 respondents were approached to obtain the desired information. All hypotheses were found to be significant except for perceived behavioral control. The findings of the study will enrich marketers' understanding of young consumers' intent to buy green products. These findings may further provide insights to managers and policymakers to enhance the performance of firms.

The perennial use of resources due to excess consumption has endangered the environment and is a grave concern for all of us. The current rate of resource consumption may deprive the future generation from the resources that we have been enjoying. The conservation of these resources for long requires judicious and rational consumption practices from consumers. Therefore, responsible consumption is need of hour to further prevent environmental degradation and resources depletion. This paper aims to explore the antecedents of responsible consumption. A theoretical model was developed to explain and empirically verify the antecedents of responsible consumption. Four antecedents namely environmental education, perception of fair trade, taxation and neuroticism have been taken as exogenous variables. The model was tested and statistically validated using structural equation modeling relying on data collected through 300 respondents. The environmental education has emerged as the most important antecedent of responsible consumption followed by taxation, perception of fair trade and neuroticism respectively. The finding of the study would contribute towards enhancing responsible and judicious use of resources, thereby, reducing consumption and improving environment.

PurposeThe objective of this paper is to identify dimensions of responsible consumption from consumer perspective and develop a reliable and valid measurement scale.Design/methodology/approachThis paper has employed mixed methodology to develop items for responsible consumption. In first phase, experts' interviews were carried out to unearth the dimensions of responsible consumption. In second phase, quantitative survey was carried out to among consumers to measure their response. This was done using five-point Likert scale. The reliability and validity were ensured through empirical data online. Structural equation modeling was used to test the structural model.FindingsThe result showed that consumer perception of responsible consumption consists of five dimensions (Rationality, Sustainable Consumption, Local Consumption, Ethical Consumption and Minimalism). The result also showed strong relationship among satisfaction and responsible consumption dimensions.Practical implicationsIt will help policymakers to measure and promote responsible consumption thereby improving environmental performance and reducing carbon footprint.Originality/valueThis is the first study to develop valid and reliable instrument for responsible consumption. The findings will have several implications both theoretical and practical for policymakers and society.

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Recent emerging developments and enthusiastic adoption of technology are leading towards a smarter world but have also led to an increase in carbon traces. The Green Internet of Things (G-IoT) has been widely promoted as a strategy to make environment greener, safer and more sustainable. The authors investigate and discuss different enabling technologies (smart objects, ICT, Cloud Computing, etc.) that can be cleverly deployed to attain G-IoT. This research article is an effort to build a structural model of different enablers, vital to implement G-IoT. An array of enablers of G-IoT accomplishment has been recognized from literature review and experts' opinions. After a number of brainstorming sessions, contextual relationships have been identified among these enablers. In addition to this, enablers have been categorized based upon the driving power and dependence. Further, a structural model of G-IoT enablers has also been developed by means of Interpretive Structural Modeling (ISM) procedure. A total of nine enablers have been acknowledged from the literature and experts' opinions.