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

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.