Green purchasing behaviour: A conceptual framework and empirical investigation of Indian consumers. (March 2018)

• Record Type: Journal Article
• Authors: Jaiswal, Deepak; Kant, Rishi
• Is Part Of: Journal of retailing and consumer services. Volume 41(2018)
• Page Start: 60
• Page End: 69
• Publication Date: 2018-03
• Subjects: Environmental concern -- Perceived consumer effectiveness -- Attitude towards green products -- Environmental knowledge -- Green purchase behaviour -- Structural equation modeling (SEM); Retail trade -- Periodicals; Service industries -- Periodicals; Customer services -- Periodicals; Commerce de détail -- Périodiques; Service à la clientèle -- Périodiques; Customer services; Retail trade; Periodicals; 658.87
• DOI: 10.1016/j.jretconser.2017.11.008
• Languages: English
• ISSNs: 0969-6989

Abstract

Abstract: The purpose of this empirical study is to operationalize the relationship of cognitive factors influencing on green purchase intention directly and indirectly via the mediating role of attitude towards green products which in turn investigated with green purchasing behaviour in order to validate the proposed research model in the Indian context of ecologically friendly buying behaviour. The model is based on 'attitude-intention-behaviour' and analysed by using structural equation modeling (SEM) from that data collected of 351 Indian consumers. The findings unveiled that Green purchase intention (GPI) was significantly and directly driven by Attitude towards green products (AGP), Environmental concern (EC), and Perceived consumer effectiveness (PCE) directly and indirectly via the mediating the role of AGP however, perceived environmental knowledge (PEK) was found to be insignificant effect on both AGP and GPI in this study. Moreover the measure of GPI was found to be the fundamental predictor of Green purchase behaviour (GPB) in the model. Hence, the present model provides valuable inputs to policymakers and marketers to design from the perspective of green marketing policies and strategies in order to cope with the indigenous Indian context. Highlights: The present study identified four cognitive factors: environmental concern (EC), perceived consumer effectiveness (PCE), attitude towards green products (AGP), and perceived environmental knowledge (PEK) influencing on green purchase intention (GPI) directly and indirectly via the mediating role of AGP which in turn investigated with green purchasing behaviour (GPB) in order to validate the proposed research model in the Indian context. The model is based on 'attitude-intention-behaviour' and tested by using structural equation modeling. The study is perhaps the first that perceived consumer effectiveness is directly investigated with AGP and GPI in Indian context.