Environmental concern: an issue for poor or rich

Purpose The purpose of this paper is to determine the role of environmental concern on brand preference. The authors also examine whether the proposed relationship is contingent upon the individual's income. Design/methodology/approach A conceptual model is proposed based on the theory of buyer behaviour and environmental concern. Model is empirically validated by conducting a survey using self-administered questionnaire. Measurements for each construct were adapted from literature. Partial least square based structural equation modelling is used for the hypotheses testing and confirmatory factor analysis is used for the validation of measurement model. Findings The authors found that brand preference is influenced by environmental concern and attitude towards the environment-friendly product. Further, social influence indirectly affects brand preference via environmental concern and attitude towards the environment-friendly product. The authors also found that income significantly moderates the relationship between social influence and environmental concern. Originality/value This paper provides useful guidance for the marketers of environment-friendly products for marketing to people with different income.