A fresh look at understanding Green consumer behavior among young urban Indian consumers through the lens of Theory of Planned Behavior

Taufique, Khan Md. Raziuddin; Vaithianathan, Sridhar

doi:10.1016/j.jclepro.2018.02.097

Cited by 348 publications

(376 citation statements)

References 84 publications

Supporting

Mentioning

315

Contrasting

Unclassified

Order By: Relevance

“…The researchers contend that WEF contrasts to the forms of environmental marketing that encompasses promotional incentives offered to get involved in the environmental programs (Abdul-Muhmin, 2007;Laroche et al, 2001;Lee, 2011;Moon & Balasubramanian, 2003;Sanne, 2002). The TPB interprets ECCB as an amalgamation of several factors those may not determine behavior patterns directly but gets mediated by behavioral intentions (Ajzen, 1985(Ajzen, , 2002Kalafatis et al, 1999;Taufique & Vaithianathan, 2018).…”

Section: Willingness To Be Environmental Friendlymentioning

confidence: 99%

Determinants of pro‐environmental behavior and environmentally conscious consumer behavior: An empirical investigation from emerging market

2019

View full text Add to dashboard Cite

Given the due importance of environmentally conscious consumer behavior (ECCB) and willingness to be environmentally friendly (WEF), the aim of this paper is to study the relationships between the determinants of pro‐environmental behavior (e.g., perceived behavioral control, environmental knowledge, environmental concern, and perceived environmental consequences), with ECCB and WEF. The proposed theoretical model is grounded in marketing literature, extends the theory of planned behavior, and empirically tested in the Indian market. A survey with questionnaire was administered to gather data from 510 respondents from the state capital of the country. Structural equation modeling was used to test the hypotheses; the results confirm adequate support for the theory of planned behavior and proposed theoretical model. In addition, ECCB found to be significantly influenced by the consumers' environmental knowledge, and perceived environmental consequences, and environmental concern was significantly related to WEF. The study implies that green marketers should direct their marketing efforts towards integrating these four pro‐environmental behavior determinants in order to facilitate the ECCB and WEF for green products. For promoting the ECCB, green marketers should strengthen environmental knowledge and perceived environmental consequences to target consumers, and for augmenting the WEF, they should improve the environment concern among consumers. This study contributes to the mainstream literature by ascertaining the distinctive impact of the four noteworthy determinants of pro‐environmental behavior on ECCB and WEF in emerging markets.

show abstract

Section: Willingness To Be Environmental Friendlymentioning

confidence: 99%

Determinants of pro‐environmental behavior and environmentally conscious consumer behavior: An empirical investigation from emerging market

2019

View full text Add to dashboard Cite

show abstract

“…Yang et al [3] found that abstract advertising appeal is more effective in promoting green consumption than concrete advertising appeal in situations where the benefits of green products relay to others. Psychological factors mainly include social norms [11], environmental concern [43], perceived values [12], perceived consumer effectiveness [17], and green consumer values [18]. Verplanken and Holland [44] claimed that environmental protection values will strengthen customers' attention to the information related to environmental protection and then increase more green consumption.…”

Section: Literature Review On Green Consumption and Powermentioning

confidence: 99%

“…Verplanken and Holland [44] claimed that environmental protection values will strengthen customers' attention to the information related to environmental protection and then increase more green consumption. Perceived consumer effectiveness also has a significant positive impact on pro-environment behavior [17]. External intervention factors refer to the influence of the government [45], media, and other third parties on green consumption.…”

Section: Literature Review On Green Consumption and Powermentioning

confidence: 99%

“…For example, moral identity [5,11], subjective norms [12,13], and public situation [14] have had significant influences on green consumption. Consumers with higher environmental concerns [15,16], higher perceived consumer effectiveness [17], and higher green consumer values [18] have positive preferences toward green consumption. At the same time, the scarcity and waste of resources are important reasons to restrict the environment and sustainability.…”

Section: Introductionmentioning

confidence: 99%

See 1 more Smart Citation

The Influence of High–Low Power on Green Consumption: The Moderating Effect of Impression Management Motivation

Zhang

Deng

2019

Sustainability

View full text Add to dashboard Cite

The importance of sustainable development has reached a consensus. Green consumption, as the final link of consumer behavior, can help green production activities make a real difference and achieve sustainable development. Based on the Agentic-Communal Model, this paper explores the relationship between power and green consumption through three experiments. The results showed that low-power (vs. high-power) consumers, who are more dependent on others, are likely to facilitate and encourage a communal orientation towards one's environment. These consumers pay more attention to others and may have a preference for green consumption. Self-concern plays a mediating role in this mechanism. However, when individuals have a strong impression management motivation, the difference in their willingness toward green consumption will disappear. In other words, both lower-power and high-power consumers are more willing to purchase green products. This paper helps to deepen the understanding of the psychological mechanisms underlying green consumption and also provides practical implications for firms' green marketing strategies.Sustainability 2019, 11, 4287 According to Baron and Kenny [71], in order to test the moderated mediating role of self-concern, 413 green consumption was regressed on the power and impression management motivation. The results 414 indicated that the interaction of power and impression management motivation was a significant 415 independent variable of green consumption with power, impression management motivation, and 416 power × impression management motivation as the independent variable (β = 0.18, p < 0.01). The 417interaction was also a significant independent variable of self-concern with power, impression 418 management motivation, and power × impression management motivation as the independent 419 variable (β = −0.09, p < 0.05). In addition, power × impression management motivation was also a 420 significant independent variable of green consumption with power, impression management 421 motivation, power × impression management motivation, and self-concern as the independent 422 variable (β = 0.15, p < 0.05). 423A bootstrapping analysis was used to test the moderated mediating role of self-concern. The 424 bootstrap mediating variable test was performed with reference to the mediation analysis model of 425 categorical variables proposed by Hayes (Model 8, n = 5000 samples) [72]. Under a 95% confidence 426 level, a consumer's self-concern was found to mediate the influence of power on green consumption. 427The results showed that the indirect effect (LLCI = 0. 0025 and ULCI = 0. 2411) does not contain 0. 428Furthermore, under weak impression management motivation, the mediating effect of a consumer's 429 self-concern was positive and significant (LLCI = −0.3649, ULCI = −0.1354). Under the strong 430 impression management motivation, the mediating effect of a consumer's self-concern was positive 431 and significant (LLCI = −0.2495, ULCI = −0.0457). 432 7. Conclusions and Discussion 433 7.1. Conc...

show abstract

“…Inconsistencies in the ability to translate consumers' favorable attitudes into actual behavior is called attitude-behavior gap (Ehgartner, 2018). The results of studying the relationship between consumers' attitudes and their behavior were ambiguous, mixed, and inconclusive, where in some research, the positive effect appeared overtly (Jaiswal & Kant, 2018;Joshi & Rahman, 2016;Laroche, Bergeron, & Barbaro-Forleo, 2001;Laurent & Kapferer, 1985;Nguyen, Lobo, & Greenland, 2017;Punitha & Azmawani, 2011;Tanner & Wölfing Kast, 2003;Taufique & Vaithianathan, 2018). On the other hand, the negative and-irrelevant-relationships between the environmental attitudes and behavior have been recognized (Chan, 2001;Johnstone & Tan, 2015;Moser, 2015;Mostafa, 2007; Vicente-Molina, Fernández-Sáinz, & Izagirre-Olaizola, 2013).…”

Section: Sustainable Attitude-behavior Relationshipmentioning

confidence: 99%

Bird's‐eye view of the environmental attitude types in the sustainable consumption context

Shatnawi

Chin

2019

Environmental Quality Management

View full text Add to dashboard Cite

Environmental attitudes are considered to be important factors that influence sustainable consumption. Typically, attitudes fall into two main types: a general environmental attitude (GEA) and a specific environmental attitude (SEA). This study found that the effect of the SEA is stronger than the GEA in regard to sustainable consumption behavior. Also, when analyzing the purchasing behavior of green products, the SEA is a more appropriate and consistent predictor of behavior than the GEA. The study suggests a more operationalized and salient definition of the intended meaning of the term “environmental attitude,” and also advises researchers and marketing professionals to use a framework that contains both types of environmental attitudes in order to better understand what drives the attitude–behavior gap in green consumer behavior.

show abstract

A fresh look at understanding Green consumer behavior among young urban Indian consumers through the lens of Theory of Planned Behavior

Cited by 348 publications

References 84 publications

Determinants of pro‐environmental behavior and environmentally conscious consumer behavior: An empirical investigation from emerging market

Determinants of pro‐environmental behavior and environmentally conscious consumer behavior: An empirical investigation from emerging market

The Influence of High–Low Power on Green Consumption: The Moderating Effect of Impression Management Motivation

Bird's‐eye view of the environmental attitude types in the sustainable consumption context

Contact Info

Product

Resources

About