Studying green consumer behavior through multiple lenses in a developing country

Gandhi, Aradhana

doi:10.1108/sasbe-01-2019-0011

Cited by 10 publications

(6 citation statements)

References 47 publications

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“…People living in rural communities are mostly affected due to lack of grid connection and limited access to other energy options (Nwokocha et al , 2018). Small-scale business suffers setback; as a result, the rate of unemployment is rising significantly, economic opportunities in local communities are disappearing and resources that contribute to the economic development remain unidentified (Emodi and Boo, 2015; Gandhi, 2020). In total, 60% (15 of the 25) interviewees stated that there is lack of awareness of the benefits of solar energy in the medium to long term.…”

Section: Barriers For Solar Energy Implementation In Nigeriamentioning

confidence: 99%

Barriers for implementing solar energy initiatives in Nigeria: an empirical study

Abdullahi

Renukappa

Suresh

et al. 2021

SASBE

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PurposeDespite the abundant renewable energy potential in the Nigeria, the power-sector stakeholder has not paid attention to the prospect of the natural resources that can be accrued when it is properly harnessed. Although a very negligible fraction of the population has invested in solar photovoltaics (PVs) for home solution, the initiative was only made public commercialised under the public-private partnership (PPP) and the objectives of the Power Sector Reform Act. 2005. It is, therefore, aimed to investigate the causes and insight of the barriers that are responsible for the slow implementation of the solar energy initiative in the Nigeria.Design/methodology/approachAn empirical study was performed in the Nigeria. The study was conducted qualitatively, through semi-structured face-to-face interviews of 25 participants. The interviews were recorded, transcribed, interpreted, coded, categorised into themes and analysed by content analysis.FindingsThe study reveals technological, financial, political and social barriers have been the reason for slowing down solar energy development in Nigeria. While the technical barrier is a challenge to the solar energy implementation, socio-cultural issues have also been an obstacle to the implementation process. It is suggested that, the stakeholders of the initiative endeavour to proffer sustainable policies to enable public and private promoters to be able to generate and distribute electricity through solar PV and to complement the inadequate conventional electricity sources from the grids.Originality/valueThe paper provides a richer insight into the understanding and awareness of barriers for implementing solar energy strategies in Nigeria.

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Section: Barriers For Solar Energy Implementation In Nigeriamentioning

confidence: 99%

Barriers for implementing solar energy initiatives in Nigeria: an empirical study

Abdullahi

Renukappa

Suresh

et al. 2021

SASBE

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“…That is why, according to the same author, products such as organics, natural personal care and pet care, and energy‐efficient products are achieving high volumes of sales. In India, some people behave greenly because of prestigious reasons (Gandhi, 2021).…”

Section: Literature Review and Hypothesesmentioning

confidence: 99%

“…Companies have to show how their pretenses are true in order to gain consumers' trust (Gandhi, 2021). Chen and Chang (2013) have recommended that companies should provide credible information, otherwise it will be difficult for marketers to persuade their consumers to buy their green products.…”

Section: Literature Review and Hypothesesmentioning

confidence: 99%

“…In India, Gandhi (2021) has found that some respondents are ready to pay high prices for green products to live healthy life; however, these prices are not suitable for the budget of others. In China, Yeung and Yee (2012) have found that price discount has a small impact on consumers' purchase decisions when they compare between price and safe food.…”

Section: Literature Review and Hypothesesmentioning

confidence: 99%

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Studying green marketing in emerging economies

Sedky

AbdelRaheem

2021

Bus Strat Dev

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Green marketing, from the researchers' point of view, can be defined as the equation of achieving profits, satisfying customers, and at the same time keeping the environment safe. There is a great concern about sustainability all over the world, which pushes the researchers to study green marketing in emerging economies. This research study examines how green marketing can affect consumer's purchase decision. Four hundred printed copies of the questionnaire have been collected complete and valid for analysis. Factor analysis, reliability test, and multiple regression analysis have been done using SPSS software. It has been found that consumers can be encouraged to buy green products if they feel that these products will have a positive impact on their health. Business companies need to organize marketing campaigns which highlight the healthy gains obtained from acquiring green products to increase their sales. Eco‐labeling and point of purchase of green products are also elements that can affect consumer's purchase decision. This research study can help companies to achieve profits and at the same time keep the environment safe. This research study has the potential for presenting interesting insights into the challenge of influencing consumers in non‐Western markets. This research study displays the literature of green marketing in some emerging economies and tests it in a new context (Egypt). It can be concluded that each emerging economy has a unique nature when applying green marketing.

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“…Researchers have consistently found that altruism plays a vital role in motivating consumers to adopt green products (Birch et al, 2018;Panda et al, 2020) and engage in environmentally-conscious behaviors (Gandhi, 2020;He et al, 2020;Pop et al, 2020;Tiwari, 2022). Studies have shown that individuals who exhibit stronger altruistic tendencies are more likely to make sustainable choices, such as purchasing eco-friendly products (Huh, 2011; Yulianti, F., Zulfikar, R., Lamsah.…”

Section: Introductionmentioning

confidence: 99%

The Altruistic Connection: Unraveling How Altruism Drives Eco-Friendly Consumer Behavior in Green Marketing (Literature Review)

Yulianti,

Zulfikar,

Lamsah

2023

J. Professional Business Review

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Purpose: This article explores research on eco-conscious marketing (2010-2022) via sources like Scopus, ScienceDirect, Emerald, and Taylor & Francis. Altruism, acting selflessly for others, significantly impacts eco-friendly choices. Theoretical framework: This research examines altruism's role in eco-friendly marketing through behavioral theories. Limited analysis of psychological links and cultural norms exists. Further investigation is needed for sustainable consumer behavior and ethical exchange. Methodology: In the effort to comprehend the complex connection between altruism and green marketing, a strong methodology has arisen through the combination of qualitative research techniques and a comprehensive examination of existing literature. This description presents the methodological process utilized to examine the impact of altruism on research related to green marketing from 2010 to 2022. This exploration involves the gathering of data, its analysis, and the development of meaningful insights, all drawn from reliable sources such as Scopus, Emerald, ScienceDirect, Taylor & Francis, and Google Scholar. Findings: In the context of green marketing, altruism is pivotal for comprehending and shaping consumer behavior. Beyond economic factors, it embraces emotions, ethics, and communal welfare. Altruism-driven strategies hold promise for positive change, brand loyalty, and sustainability. Research spanning 2010-2020 uncovers gaps in understanding altruism's mechanisms, contexts, sustainability, trade-offs, extensions, and interactions, necessitating their exploration for effective green marketing and a sustainable world. Research, Practical & Social implications: The research identifies gaps in comprehending altruism's psychological aspects, context influences, and sustainability. This enhances strategies for sustainable consumer behavior. Additionally, leveraging altruism supports green marketing's effectiveness, bridges the "value-action gap," and fosters brand loyalty, thereby harnessing its potential for positive change, a greener future, and enhanced brand allegiance. Originality: Employing qualitative research methods and extensive literature review, this study explores the link between altruism and green marketing from 2010 to 2022. The synthesis of findings reveals altruism's role in shaping consumer behavior, with implications for marketing strategies, bridging value-action gap, and fostering brand loyalty. Research gaps underscore the need for investigating psychological mechanisms, contextual influences, and sustainability.

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Studying green consumer behavior through multiple lenses in a developing country

Cited by 10 publications

References 47 publications

Barriers for implementing solar energy initiatives in Nigeria: an empirical study

Barriers for implementing solar energy initiatives in Nigeria: an empirical study

Studying green marketing in emerging economies

The Altruistic Connection: Unraveling How Altruism Drives Eco-Friendly Consumer Behavior in Green Marketing (Literature Review)

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