International Journal of Applied Marketing and Management

Open Access Open Access  Restricted Access Subscription Access
Open Access Open Access Open Access  Restricted Access Restricted Access Subscription Access

Environmental Awareness as a Driving Force in Shaping Green Purchasing Behavior:Empirical Evidence from Indian Consumers


Affiliations
1 Haryana School of Business, GJUS&T, Hisar, Haryana, India
     

   Subscribe/Renew Journal


Consumers’ are changing their behavior to integrate environmental consideration into their life-style choices as they have started becoming concerned about environment. Consequently, the purchase and consumption of environmentally friendly and socially oriented products are crucial to the protection of natural environment. The present study aims at establishing relationship between the environmental awareness and green purchasing behavior as shown by consumers. The study includes the respondents from Northern India having minimum educational qualification of graduation.
The results confirm that environmental awareness among the people tend to make them indulge in green purchasing behavior. Moreover, awareness of readiness for environmental responsibility is found to be the most influencing factor that influences all the dimensions of green purchasing behavior. This means that more the people become aware of environmental responsibility, the more they show environmental buying behavior.

Keywords

Environmental Awareness, Green Purchasing Behavior.
User
Subscription Login to verify subscription
Notifications
Font Size

  • Ahmad, H., Shah, I. A., & Ahmad, K. (2010). Factors in environmental advertising influencing consumer’s purchase intention. European Journal of Scientific Research, 48(2), 217-226.

  • Albayrak, T., Caber, M., & Aksoy, S. (2010). Clustering consumers according to their environmental concerns & skepticisms. International Journal of Trade, Economics and Finance, 1(1), 84-88.

  • Aminrad, Z., Zakariya, S. Z. B. S., & Sakari, M. (2010). Interaction effects between age and level of education on environmental awareness and attitude. Case study: Iranian students in Malaysia universities. World Applied Science Journal, 9(3), 250-256.

  • Amran, A., & Nee, G. Y. (2012). Determinants of behavioral intention on sustainable food consumption among consumers’ of low income group: Empirical evidence from Malaysia. WIE International European Academic Conference Proceedings, October 14-17.

  • Bertrandias, L., & Elgaaied, L. (2014). Others’ environmental concern as a social determinant of green buying. Journal of Consumer Marketing, 31(6/7), 417-429.

  • Bruyere, B. L. (2008). The effect of environmental education on the ecological literacy of first-year college students. Journal of Natural Resources & Life Sciences Education, 37, 20-26.

  • Chan, R. Y. K., & Lau, L. B. Y. (2000). Antecedents of green purchases: A survey in China. Journal of Consumer Marketing, 17(4), 338-357.

  • Cheah, I., & Phau, I. (2006). Interpersonal influence, value orientation and product necessity on purchase of environmentally friendly products. Proceedings of Australian and New Zealand Marketing Conference (ANZMAC 2006).

  • D’Souza, C., Taghian, M., & Lamb, P. (2006). An empirical study on the influence of environmental labels on consumers. Corporate Communication Intelligence Journal, 11, 162-173.

  • Giridhar, T. R. (1998). Eco-labeling: A comparative analysis. Chemical Business, 12(7), 95.

  • Jansson, J., Marell, A., & Nordlund, A. (2010). Green consumer behavior: determinants of curtailment and eco- innovation adoption. Journal of Consumer Marketing, 27(4), 358-370.

  • Joshi, Y., & Rahman, Z. (2016). Predictors of young consumer’s green purchase behavior. Management of Environmental Quality: An International Journal, 27(4), 452-472.

  • Kalantari, K., Fami, H. S., Asadi, A., & Mohammadi, H. M. (2007). Investigating factors affecting environmental behavior of urban residents: A case study in Tehran city- Iran. American Journal of Environmental Sciences, 3(2), 67-74.

  • Kollmuss, A., & Agyeman, J. (2002). Mind the gap: Why do people act environmentally and what are the barriers to pro-environmental behavior? Environmental Education Research, 8(3), 239-260.

  • Kuthiala, M., & Mahajan, S. (2012). Green marketing: Role of demographic variables on awareness and purchase of FRP (Fiberglass Reinforced Plastics) products. International Journal of Scientific & Engineering Research, 3(11), 1-7.

  • Laroche, M., Bergeron, J., Tomiul, M., & Barbaro-Forleo G. (2002). Cultural differences in environmental knowledge, attitudes and behaviors of Canadian consumers. Canadian Journal of Administrative Sciences, 19(3), 267-283.

  • Lee, K. (2008). Opportunities for green marketing: Young consumers. Journal of Marketing Intelligence & Planning, 26(6), 573-586.

  • Lee, K. (2009). Gender differences in Hong Kong adolescent consumers’ green purchasing behavior. Journal of Consumer Marketing, 26(2), 87-96.

  • Mei, O. J., Ling, K. C., & Hooi, K. K. (2012). The antecedents of green purchase intention among Malaysian consumers. International Conference on Economics, Business Innovation, IPEDR, IACSIT Press, Singapore, 38, 39-43.

  • Mida, S. H. (2009). Factors contributing in the formation of consumers’ environmental consciousness and shaping green purchasing decisions. Paper presented at the 2009 Symposium on Computers & Industrial Engineering, Moncton. Retrieved March 20, 2012 from IEEE, 957-962.

  • Mostafa, M. M. (2007). Gender differences in Egyptian consumers’ green purchase behavior: The effects of environmental knowledge, concern and attitude. International Journal of Consumer Studies, 31(3), 220-229.

  • Onder, S. (2006). A survey of awareness and behavior in regard to environmental issues among selcuk university students in Konya, Turkey. Journal of Applied Sciences, 6(2), 347-352.

  • Ozkan, Y. (2009). The effect of some demographic characteristics of Turkish consumers on their socially responsible consumption behaviors. World Applied Sciences Journal, 6(7), 946-960.

  • Panni, M. F. A. K. (2006). The effect of consumerism towards customer attitudinal behavior in food industry in Malaysia. M.Phil Dissertation, Multimedia University.

  • Rashid, N. R. N. A. (2009). Awareness of eco-label in Malaysia’s green marketing initiative. International Journal of Business Management, 4(8), 132-141.

  • Singh, N. (2009). Exploring socially responsible behavior of Indian consumers: An empirical investigation. Social Responsibility Journal, 5(2), 200-211.

  • Sloan, S., & Adamsen, J. M. (2011). The purchase of voluntary carbon offsets by Australian consumers: exploring the attitude-behavior gap. Proceedings of Australian and New Zealand Marketing Conference (ANZMAC 2011), Nov. 28-30, 2011, Perth: Australia.

  • Takala M. (1991). Environmental awareness and human activity. International Journal of Psychology, 26(5), 585-597.

  • Tan, B. C., & Lau, T. C. (2009). Examining sustainable consumption patterns of young consumers: Is there a cause for concern? Journal of International Social Research, 2(9), 465-472.

  • Ubba, S., & Rani, M. (2013). Identifying green purchasing behavior of north Indian consumers. Research in Business and Management: Academic and Professional Perspective. Wisdom Publications, New Delhi, 309-318.

  • Ubba, S., & Rani, M. (2015). Is Indian market ready for green products? An assessment of environmental awareness, Emerging Horizons in Business Management, Victorious Publishers, Delhi, 176-191.

  • Uddin, S. M. F. & Khan, M. N. (2016). Exploring green purchasing behavior of young urban consumers: Empirical evidences from India. South Asian Journal of Global Business Research, 5(1), 85-103.

  • Wahid, N. A., Rahbar, E., & Shyan, T. S. (2011). Factors influencing the green purchase behavior of Penang environmental volunteers. International Business Management, 5(1), 38-49.

  • Ziadat, A. H. (2010). Major factors contributing to environmental awareness among people in a third world country/Jordan. Environ. Dev. Sustain., 12, 135-145.


Abstract Views: 230

PDF Views: 0




  • Environmental Awareness as a Driving Force in Shaping Green Purchasing Behavior:Empirical Evidence from Indian Consumers

Abstract Views: 230  |  PDF Views: 0

Authors

Ubba Savita
Haryana School of Business, GJUS&T, Hisar, Haryana, India
Monika Rani
Haryana School of Business, GJUS&T, Hisar, Haryana, India

Abstract


Consumers’ are changing their behavior to integrate environmental consideration into their life-style choices as they have started becoming concerned about environment. Consequently, the purchase and consumption of environmentally friendly and socially oriented products are crucial to the protection of natural environment. The present study aims at establishing relationship between the environmental awareness and green purchasing behavior as shown by consumers. The study includes the respondents from Northern India having minimum educational qualification of graduation.
The results confirm that environmental awareness among the people tend to make them indulge in green purchasing behavior. Moreover, awareness of readiness for environmental responsibility is found to be the most influencing factor that influences all the dimensions of green purchasing behavior. This means that more the people become aware of environmental responsibility, the more they show environmental buying behavior.

Keywords


Environmental Awareness, Green Purchasing Behavior.

References