Environmental attitude and ecological behaviour of Indian consumers

Abstract

Purpose -To create a sustainable environment, the aim of this study is to explore and identify the components of environmental attitude that can drive the specific ecological behaviour of Indian consumers. Further, it defines environmental attitude components as moderators and investigates them as predictor of ecological behaviour.Design/methodology/approach -The constructs of environmental attitude (EA) and ecological behaviour (EB) are measured using standardized scales with modifications that represent demography of Indian consumers, then, introduced among 300 respondents. Factor analysis, correlations of the factors, and regression analysis are used to draw the results.Findings -Constructs of EA and EB are found to be multidimensional and support the literature. Many of their components are found to be significantly correlated inferring that consumers behave ecologically in specific manners depending on the formed attitude. Also, findings suggest that EA components work as predictors of EB. Further, developing a positive environmental attitude is a step to achieve sustainable environment.Research limitations/implications -An attempt is made to improve scales to best suit Indian conditions but development of a reliable and valid measure never ends. This may partly limit the generality of the results. To study fresh issues on Indian conditions, a new scale index can be tested. Researcher, producers, media, policy planners and executives will get a cue to generate relevant value of their work.Originality/value -The paper is a maiden attempt on Indian consumers and has enough potential to change the behaviour for achieving sustainable living. It will strengthen the literature in extrapolating the consumer classes besides identifying two new components of EB: costly exercise and uncaring behaviour.

An Alternative Theoretical Discussion on Cross-Cultural Sustainable Consumption

“…Thus, these implicit attitudes meet the right place in the TPB by Ajzen (). Moreover, the link between cross‐cultural elements and TPB helps to understand the difference between environmental attitudes among Indian consumers studied by Singh and Gupta () and Swiss consumers studied by Tanner and Kast ().…”

“…() argued that, first, environmental knowledge and environmental values are significant preconditions of ecological behaviour intention. Second, ecological behaviour intention predicts ecological behaviour remarkably well, as found by Singh and Gupta () in a survey of Indian consumers. Third, the relationship between environmental attitude and ecological behaviour remains comparable even for ideologically heterogeneous groups.…”

How past decisions affect future behavior on eco‐innovation: An empirical study

“…These authors based their hypotheses on the theory of reasoned action (TRA), first developed by Ajzen and Fishbein (), which examines the attitude–behavior relationship. They supported the application of TRA to predict green product consumption and stated that a positive attitude and concern toward the environment increases the effort that individuals make to reduce their environmental impact (Singh & Gupta, ).…”

Responsible tourist behaviour: The role of social engagement

“…In the context of tourism, Wei et al (2013) observed a link between social engagement and environmental concerns among tourists. Singh and Gupta (2013) also point out that environmental concerns have an influence on behaviour in the context of consumption. Responsible tourism is not only concerned with the physical environment but also with social wellbeing, such as ensuring that tourism does not have a negative impact on the lives of local communities (Uriely et al, 2007).…”