Consumer's Inclination to Greener Issues: An Opportunity in CSR
Journal of Commerce & Business Studies, Volume 3, Issue 2, 2016
Posted: 30 Jun 2017
Date Written: July 1, 2016
The study aims to identify important factors influencing consumers' green purchasing behavior stemming from their awareness of "greener environment issues". It explores the extent to which the identified factors motivate and encourage adoption of greener products and services by the consumers. Hypotheses are laid down to delineate the intricate relationship between posited variables such as social influence, perceived concern and responsibility for environment, environmental attitude, perceived seriousness of environmental problems, perceived effectiveness of environmental behavior on consumers' green purchasing behavior. Correlation and linear regression analysis is employed to ascertain the nature of specified constructs in affecting consumer support to green initiatives and green/eco-friendly products (services). The results indicate that social influence was the top predictor of Indian consumers' green purchasing behavior, followed by concern for self-image as the second and perceived effectiveness of green initiatives as the third important predictor. The study proposes implications for marketing managers in designing communication and positioning strategies, considering the interplay of the factors influencing consumers' response to green marketing. It enables marketers to fulfill CSR obligations and expectations. The study adds new knowledge by specifically exploring individual factors appealing consumers and influencing their green purchasing.
Keywords: : green purchasing behavior, environment awareness, eco friendly products, social influence
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