Probing Reluctance to Green Consumerism in an Emerging Economy: An Empirical Evidence

被引:0
|
作者
Pathak, Kanishka [1 ]
Prakash, Gyan [1 ]
Shukla, Anuja [2 ]
Mishra, Anubav [3 ]
机构
[1] Dr B R Ambedkar Natl Inst Technol, Dept Humanities & Management, Jalandhar, Punjab, India
[2] Jaipuria Inst Management, Noida, Uttar Pradesh, India
[3] Jaipuria Inst Management, Lucknow, Uttar Pradesh, India
来源
GURUKUL BUSINESS REVIEW-GBR | 2023年 / 19卷
关键词
Eco-label; Product attribute; Green purchase behavior; Theory ofplanned behavior; PLS-SEM; STRATEGIC MANAGEMENT RESEARCH; ENVIRONMENTAL CONCERN; PURCHASE BEHAVIOR; PLANNED BEHAVIOR; SUSTAINABLE CONSUMPTION; GENDER-DIFFERENCES; SUPPLY CHAIN; INTENTIONS; PRODUCTS; KNOWLEDGE;
D O I
暂无
中图分类号
F [经济];
学科分类号
02 ;
摘要
Purpose: The paper aims to understand how eco labels influence attitude towards green product purchases. The study progresses to analyze why attitude does not translate to actual purchase behavior even when eco labels transpire green information to customers'. This is done using the Theory of Planned Behavior (TPB) Design/methodology/approach: The study used partial least square structural equation modeling (PLS SEM) to analyze the statistical data. The TPB was used as the root model to understand the green purchase behavior and how eco labels with product attributes influence attitude towards green products. The variables of TPB namely attitude, subjective norms and perceived behavioral control contributed to the constellation of green product behavior. The questionnaire was distributed using convenience sampling method to 241 youths (university students). Findings: Firstly, the study successfully established the validity of TPB in the Indian context towards green products. It classifies the model on product, perception and actual level which adds to the better rendition for consumers' green behavior. Secondly, with the addition of eco labels and product attributes of green products improved the prediction power of TPB from 53.1% to 58.5%. Thirdly, eco labels and product attributes came out to be cardinal antecedents to harbor favorable attitude towards green products. The study also found the attitude was not translating to green purchase behavior and mandated further inquiry to the concern. Finally, the study vouches for gender neutrality while promoting green products. Research implications: Firstly, the study adds to the mounting evidences towards the applicability of TPB towards green product purchase in India. Secondly, the study addresses the importance of ecol labels and product attributes towards harboring favorable attitude towards green products. Finally, unfolds the nuances for the inability to translate attitude towards green purchase behavior. Managerial implications: Firstly, the study advances the indispensability of eco labels to promote green products. Firms can materialize on this dynamics of information dissemination through eco labels and promote sustainable attitude among consumers'. Secondly, the firms can understand the dynamics of consumer behavior and work accordingly to frame policies conducive towards translating attitude into green purchase behavior. Thirdly, the study strongly documents the need to market green products in a gender neutral manner. Originality: The study draws novelty on two prospects. Firstly, the study uses eco labels and product attributes as antecedents towards attitude. Secondly, the study also aims to determine the actual green purchase behavior using the TPB model. Thirdly, the study investigates the moderating role of gender towards green product behavior.
引用
收藏
页码:128 / 144
页数:17
相关论文
共 50 条
  • [1] Green Product Development and Product Portfolio Management: Empirical Evidence from an Emerging Economy
    Jugend, Daniel
    Rojas Luiz, Joao Victor
    Jabbour, Charbel Jose Chiappetta
    Luis a Silva, Sergio
    Jabbour, Ana Beatriz Lopes de Sousa
    Salgado, Manoel Henrique
    BUSINESS STRATEGY AND THE ENVIRONMENT, 2017, 26 (08) : 1181 - 1195
  • [2] Toxic release inventories and green consumerism: empirical evidence from Canada
    Antweiler, W
    Harrison, K
    CANADIAN JOURNAL OF ECONOMICS-REVUE CANADIENNE D ECONOMIQUE, 2003, 36 (02): : 495 - 520
  • [3] Securitization and credit risk: Empirical evidence from an emerging economy
    de Mendonca, Helder Ferreira
    Barcelos, Vivian Iris
    NORTH AMERICAN JOURNAL OF ECONOMICS AND FINANCE, 2015, 32 : 12 - 28
  • [4] How green transformational leadership drives environmental performance and firm performance? Empirical evidence from an emerging economy
    Le, Thanh Tiep
    Chau, Thoi Le Quan
    Ngoc, Lien Tran Thi
    Tieu, Thanh Tran
    CORPORATE SOCIAL RESPONSIBILITY AND ENVIRONMENTAL MANAGEMENT, 2024, 31 (06) : 5504 - 5523
  • [5] A resource orchestration perspective of the link between environmental orientation and green purchasing: Empirical evidence from an emerging economy
    Anin, Emmanuel Kwabena
    Ataburo, Henry
    Ampong, Getrude Effah
    Bempah, Nana Dwomoh Osei
    COGENT BUSINESS & MANAGEMENT, 2023, 10 (02):
  • [6] Empirical evidence on digitization enabling the transition to a green economy in China
    Meng, Xiaoqian
    Wu, Chuanqing
    Environmental Science and Pollution Research, 2024, 31 (39) : 51790 - 51805
  • [7] MEASURES OF CORPORATE TAX AVOIDANCE: EMPIRICAL EVIDENCE FROM AN EMERGING ECONOMY
    Salihu, Ibrahim Aramide
    Obid, Siti Normala Sheikh
    Annuar, Hairul Azlan
    INTERNATIONAL JOURNAL OF BUSINESS AND SOCIETY, 2013, 14 (03): : 412 - 427
  • [8] Corporate Sustainability and Green Innovation in an Emerging Economy-An Empirical Study in China
    Liu, Shubo
    Yan, Min-Ren
    SUSTAINABILITY, 2018, 10 (11)
  • [9] Driving factors for green innovation in agricultural production: An empirical study in an emerging economy
    Nguyen Thi Khanh Chi
    JOURNAL OF CLEANER PRODUCTION, 2022, 368
  • [10] Switching behaviors toward green brands: evidence from emerging economy
    Syed Hasnain Alam Kazmi
    Muhammad Saeed Shahbaz
    Muhammad Shujaat Mubarik
    Junaid Ahmed
    Environment, Development and Sustainability, 2021, 23 : 11357 - 11381