Antecedents to green buying behaviour: a study on consumers in an emerging economy

Antecedents to green buying behaviour: a study on consumers in an emerging economy Purpose– The purpose of this paper is to examine influence of past environmental attitudes, social and personal environmental norms, social influence, and green self-identity on Indian consumers’ green buying behaviour. Design/methodology/approach– Data were collected through self-administered survey method by contacting respondents through mall intercept technique in six cities across India. Findings– The findings suggest that green self-identity, peer influence, and past green buying behaviour influence the decision to purchase green product. Consumers’ self-identification with environment-friendly traits was a major predictor to green buying behaviour. Research limitations/implications– Influence of social groups, personal norms, and self-identity were examined. However, the study did not focus on any specific brand or product category. Issues like green brands, price sensitivity, and trust can be examined. Practical implications– The findings can help firms in understanding Indian consumers’ predisposition and attitudes towards green products. Green products should be related to individual’s identity and ecological beliefs. Firms can modify their marketing communication strategies by linking green products them with social and personal factors. Originality/value– Influence of factors like past environmental attitudes, social and personal norms on green buying have not been examined in Indian context. The study adds to existing literature by applying self-construal theory in explaining green buying behaviour. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Marketing Intelligence & Planning Emerald Publishing

Antecedents to green buying behaviour: a study on consumers in an emerging economy

Marketing Intelligence & Planning, Volume 33 (3): 21 – May 5, 2015

Loading next page...
 
/lp/emerald-publishing/antecedents-to-green-buying-behaviour-a-study-on-consumers-in-an-iFMitNHACD
Publisher
Emerald Publishing
Copyright
Copyright © Emerald Group Publishing Limited
ISSN
0263-4503
DOI
10.1108/MIP-05-2014-0083
Publisher site
See Article on Publisher Site

Abstract

Purpose– The purpose of this paper is to examine influence of past environmental attitudes, social and personal environmental norms, social influence, and green self-identity on Indian consumers’ green buying behaviour. Design/methodology/approach– Data were collected through self-administered survey method by contacting respondents through mall intercept technique in six cities across India. Findings– The findings suggest that green self-identity, peer influence, and past green buying behaviour influence the decision to purchase green product. Consumers’ self-identification with environment-friendly traits was a major predictor to green buying behaviour. Research limitations/implications– Influence of social groups, personal norms, and self-identity were examined. However, the study did not focus on any specific brand or product category. Issues like green brands, price sensitivity, and trust can be examined. Practical implications– The findings can help firms in understanding Indian consumers’ predisposition and attitudes towards green products. Green products should be related to individual’s identity and ecological beliefs. Firms can modify their marketing communication strategies by linking green products them with social and personal factors. Originality/value– Influence of factors like past environmental attitudes, social and personal norms on green buying have not been examined in Indian context. The study adds to existing literature by applying self-construal theory in explaining green buying behaviour.

Journal

Marketing Intelligence & PlanningEmerald Publishing

Published: May 5, 2015

There are no references for this article.

You’re reading a free preview. Subscribe to read the entire article.


DeepDyve is your
personal research library

It’s your single place to instantly
discover and read the research
that matters to you.

Enjoy affordable access to
over 18 million articles from more than
15,000 peer-reviewed journals.

All for just $49/month

Explore the DeepDyve Library

Search

Query the DeepDyve database, plus search all of PubMed and Google Scholar seamlessly

Organize

Save any article or search result from DeepDyve, PubMed, and Google Scholar... all in one place.

Access

Get unlimited, online access to over 18 million full-text articles from more than 15,000 scientific journals.

Your journals are on DeepDyve

Read from thousands of the leading scholarly journals from SpringerNature, Elsevier, Wiley-Blackwell, Oxford University Press and more.

All the latest content is available, no embargo periods.

See the journals in your area

DeepDyve

Freelancer

DeepDyve

Pro

Price

FREE

$49/month
$360/year

Save searches from
Google Scholar,
PubMed

Create folders to
organize your research

Export folders, citations

Read DeepDyve articles

Abstract access only

Unlimited access to over
18 million full-text articles

Print

20 pages / month

PDF Discount

20% off