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Gupta, Vishal
- Antecedents of Youth Green Intention:An Examination of Subjective Norms and Perceived Behavioural Controls
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Authors
Affiliations
1 University of Jammu, Jammu & Kashmir, IN
1 University of Jammu, Jammu & Kashmir, IN
Source
International Journal of Marketing and Business Communication, Vol 7, No 3 (2018), Pagination: 19-29Abstract
Problem statement: In this vast cutthroat business environment, the economic importance is growing and the environment issues are expanding due to failure in the maintenance of the use of natural resources. So, it is imperative for the green marketers as well as for the green manufacturers to understand youth intention towards green product in a marketing context. For this reason, this study serves the function of examining the two variables, namely, subjective norms and perceived behavioural control, which could influence youth intention towards green products in India.
Methodology: Survey method has been used to collect data from PG students of the University of Jammu, using a well-structured questionnaire. Extensive review of literature has also been done and the questionnaire has been duly purified and validated before the data analysis. Structural Equation Modeling has been used to investigate the relationship between the two factors viz., subjective norms & perceived behavioural control and youth green intention.
Results: The results revealed a significant impact of subjective norms and perceived behavioural control on green purchase through various factors, namely, peer group influence, social expectations, reference group views, green information, ability to buy and availability of products.
Conclusion and Implications: The study came with some valuable suggestions for the marketers and society. For example, the green marketers must first understand the factors affecting the green perceptions of the youth and then position their products. By this, ultimately society will be benefited as the people will get eco-friendly and healthy products.
Keywords
Green Intention, Perceived Behavioral Control, Subjective Norms.
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- Green Consumption: A Study of Buying Behaviour towards Herbal Products
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Authors
Affiliations
1 Lecturer in Commerce, Government College for Women, Parade, Jammu, Jammu & Kashmir, IN
1 Lecturer in Commerce, Government College for Women, Parade, Jammu, Jammu & Kashmir, IN
Source
International Journal of Marketing and Business Communication, Vol 9, No 3&4 (2020), Pagination: 14-20Abstract
Since the last decade, consumers pay more attention towards green products, and so, there is a sudden increase in the demand of herbal products for health care and beauty care, not only among the women, but also among the male youth. The present study is an attempt to understand the buying behaviour of male youth towards the herbal products. Both primary and secondary data were used for conducting the study. For primary data, 320 questionnaires were distributed among the boys is three hostels of Jammu University; however, only 310 responses were derived, resulting in a response rate of 96.8%. Secondary data were collected using the Internet and journals. Raw data from 310 respondents was purified using factor analysis, and analysed using regression and correlation test. It is found that the male youth give importance to the brand along with the performance of the herbal products. It is suggested that marketers should properly promote the herbal products among the male youth, through advertisements and periodical awareness campaigns; fix reasonable price for the herbal products, considering the disposable income of the various classes; conduct periodic upgradation of product attributes in accordance with the demands of the male youth; introduce more herbal products with positive health features, and so on.Keywords
Buying Behaviour, Herbal Products, Need Recognition, Purchase DecisionReferences
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