International Journal on Customer Relations

Open Access Open Access  Restricted Access Subscription Access
Open Access Open Access Open Access  Restricted Access Restricted Access Subscription Access

Determinants of Green Purchase Intention:An Empirical Study in India


Affiliations
1 Institute of Business Management, GLA University, Mathura, Uttar Pradesh, India
2 Institute of Business, Management, GLA University, Mathura, Uttar Pradesh, India
     

   Subscribe/Renew Journal


Due to the challenges of global warming, nations and people these days have all time high concern for environmental protection. It leads to the emergence of a new way of business, Green Business. The industries who claim that they are environmentally friendly and have concern for society are known as green industries, their marketing philosophy is termed as green marketing and environment friendly products are referred as green products. The adoption of green marketing initiatives is principally a response to the increasing pressures of society on businesses to meet its comprehensive ethical and moral responsibilities. Such inclined trend towards eco-friendly initiatives has been measured by various researchers in different contexts, by emphasizing the measurement of consumers and industrys intention towards green marketing. Many of these researches have been conducted in developed countries and still there is required of putting more focus in the context of developing countries like India. The adoption of green marketing orientation by firms doing business in India is primarily based on intention to purchase green products by Indian consumers. Therefore, this study belongs to the identification and validation of prime factors responsible for affecting green purchase intention (GPI), in the concern context.

Keywords

Intention, Factor Analysis, Environmental Protection.
Subscription Login to verify subscription
User
Notifications
Font Size


  • Afthanorhan, W. (2014). Modeling the multiple indirect effects among latent constructs by using structural equation modeling: Volunteerism program. International Journal of Advances in Applied Sciences, 3(1), 25-32.

  • Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2), 179-211.

  • Ajzen, I., & Fishbein, M. (1977). Attitude-behavior relations: A theoretical analysis and review of the research. Psychology Bulletin, 84, 888-918. Retrieved from http://dx.doi.org/10.1037/0033-2909.84.5.888

  • Ali, A., & Ahmad, I. (2012). Environment friendly products: Factors that influence the green purchase intentions of Pakistani consumers. Pak. J. Eng. Technol. Sci., 2(1), 84-117.

  • Arseculeratne, D., & Yazdanifard, R. (2014). How green marketing can create a sustainable competitive advantage for a business. International Business Research, 130-137.

  • Arttachariya, P. (2012). Retrieved October 26, 2014, from http://www.bu.ac.th/knowledgecenter/epaper/july_dec2012/pdf/ac01.pdf

  • Azizan, S. A., & Suki, N. M. (2013). Consumers’ intention to purchase green product: Insights from Malaysia. World Applied Sciences Journal, 1129-1134.

  • Bagozzi, R. (1992). The self-regulation of attitudes, intentions, and behavior. Social Psychology Quarterly, 55(2), 178-204. Retrieved from http://www.jstor.org/stable/2786945

  • Bajpai, N. (2011). Business research methods. New Delhi: Dorlling Kindersley (India) Pvt. Ltd.

  • Bian, X., & Moutinho, L. (2011). The role of brand image, product involvement, and knowledge in explaining consumer purchase behaviour of counterfeits: Direct and indirect effects. European Journal of Marketing, 45(1/2), 191-216.

  • Bhupta, M. (2014). India’s GDP growth will overtake China’s by 2016-18: Goldman Sachs. Retrieved from http://www.rediff.com/business/report/indias-gdp-growth-will-over-take-chinas-by-2016-18-goldman-sachs/20141205.htm.

  • Gurau., C., & Ranchhod, A. (2005). International green marketing: A comparative study of British and Romanian firms. International Marketing Review, 22(5), 547-561.

  • Barbarossa, C., & Pastore, A. (2015). Why environmentally conscious consumers do not purchase green products: A cognitive mapping approach. Qualitative Market Research: An International Journal, 18(2), 188-209.

  • Berger, I. E., & Corbin, R. M. (1992). Perceived consumer effectiveness and faith in others as moderators of environmentally responsible behaviors. Journal of Public Policy and Marketing117988.

  • Chan, R. Y. K. & Lau, L. B. Y. (2002). Explaining green-purchasing behavior. Journal of International Consumer Marketing, 14(2), 9-40.

  • Chan, R. Y. K., & Lau, L. B. Y. (2000). Antecedents of green purchases: A survey in China. Journal of Consumer Marketing, 17(4), 338-357.

  • Chan, R. Y. K. (2001). Determinants of Chinese consumers - Green purchase behavior. Psychology & Marketing, 18(4), 389-413.

  • Chen, Y. S., & Chang, C. H. (2012). Enhance green purchase intentions – The roles of green perceived value, green perceived risks, and green trust. Management Decision, 50(3), 502-520. DOI 10.1108/00251741211216250.

  • Comrey, A. L., & Howard, B. L. (1992). A first course in factor analysis (2nd ed.). Hillsdale. NJ: Erlbaum.

  • Coddington, W. (1993). Environmental marketing: Positive strategies for reaching the green consumer. McGraw-Hill, New York.

  • Connolly, J., & Prothero, A. (2008). Green Consumption: Life-politics, risk and contradictions. Journal of Consumer Culture, 8, 1, 117.

  • Crassous, T., & Gassmann, J. (2012). Gaining competitve advantage through green marekting: How green marekting is used as a competitve advantage. Halmstad: Halmstad University.

  • D’Souza, C., Taghian, M., & Khosla, R. (2007). Examination of environmental beliefs and its impact on the infl uence of price, quality and demographic. Journal of Targeting, Measurement and Analysis for Marketing, 69-78.

  • D’Souza, C., Taghian, M., & Lamb, P. (2006). An empirical study on the influence of environmental labels on consumers. Corporate Communication: An International Journal, 11(2), 162-173. Retrieved from http://dx.doi.org/10.1108/13563280610661697.

  • Everitt, S. (1975). Multivariate analysis: The need for data, and other problems. British Journal of Psychiatry, 126, 237-240.

  • Faust & Smardon. (2001). Introduction and overview: Environmental knowledge, rights, and ethics: co-managing with communities. Environmental Science & Policy, 4(4-5), 147-151.

  • Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(1), 39-50.

  • Forte, M., & Lamont, B. (1998). The bottom-line effect of greening (implications of ecological awareness). The Academy of Management Executive, 12(1), 89-91.

  • Fraj, E., & Martinez, E. (2007). Ecological consumer behaviour: an empirical analysis. International Journal of Consumer Studies, 31(1), 26-33.

  • Ginsberg, J. M., & Bloom, P. N. (2004). Choosing the right green marketing strategy. MIT Sloan Management Review, 46(1), 79-84.

  • Goldsmith, R. E., Moore, M. N., & Beaudoin, P. (1999). Fashion innovativeness and self concept: A replication. Journal of Product & Brand Management, 8(1), 7-18.

  • Goldsmith, R. E., & Goldsmith, E. B. (2002). Buying apparel over the internet. Journal of Product & Brand Management, 11(2), 89-102

  • Gorsuch, R. L. (1983). Factor analysis (2nd ed.). Hillsdale: Lawrence Erlbaum Associate.

  • Hair, J. F., Babin, B. J., Anderson, R. E., & Black, W. C. (2015). Multivariate data analysis. New Delhi: Pearson Publication.

  • Hartmann, P., Apaolaza Ibanez, V., & Forcada Sainz, J. F. (2005). Green branding effects on attitude: Functional versus emotional positioning strategies. Marketing Intelligence & Planning, 23(1), 9-29.

  • Hassan, Y., Nor, M., & Nor, A. M. (2013). Understanding consumer decision making towards green electronic products. South East Asia Journal of Contemporary Business, Economics and Law, 2(1), 27-33.

  • Holmes-Smith, P. (2006). School socio-economic density and its effect on school performance. MCEETYA.

  • Hosany, S., & Martin, D. (2012). Self-image congruence in consumer behavior. Journal of Business Research, 65(5), 685-691.

  • Kalafatis, S. P., Pollard, M., East, R., & Tsogas, M. H. (1999). Green marketing and Ajzen’s theory of planned behavior: A cross-market examination. Journal of Consumer Marketing, 16(5), 441-460.

  • Karat, V. M., & Mat, K. N. (2014). A new model of green purchase intention and its derivatives: Confirmatory factor analysis validation of constructs. Information Management and Business Review, 6(5), 261-268.

  • Kim, Y. (2011). Understanding green purchase: the influence of collectivism, personal values and environmental attitudes, and the moderating effect of perceived consumer effectiveness. Seoul Journal of Business, 17(1), 65-92.

  • Kim, H. Y., & Chung, J.-E. (2011). Consumer purcahse intention for organic personal care products. Journal of consumer marketing, 40-47.

  • Kinnear, T., Taylor, J., & Ahmed, S. (1974). Ecologically concerned consumers: Who are they. Journal of Marketing, 38(April), 20-24.

  • Kong, W., Harun, A., Sulong, R. S., & Lily, J. (2014). The influence of consumers’ perception of green products on green purchase intention. International Journal of Asian Social Science, 924-939.

  • Kumar, P., & Ghodeswar, B. M. (2015). Factors affecting consumers’ green product purchase decisions. Marketing Intelligence & Planning, 33(3), 330-347.

  • Lai, O. K. (2000). Greening of Hong Kong? Forms of manifestation of environmental movements. In Chiu, S. W. K. & Lui, T. L. (Eds.), The Dynamics of Social Movement in Hong Kong (pp. 259-296).

  • Hong Kong University Press, Hong Kong.

  • Landon, E., & Laird, J. (1974). Self concept, ideal self concept, and consumer purchase intentions. Journal of Consumer Research, 1(September), 44-51.

  • Lee, K. (2008). Opportunities for green marketing: Young consumers. Marketing Intelligence & Planning, 26(6), 573-586.

  • Li, L. Y. (1997). Effect of collectivist orientation and ecological attitude on actual environmental commitment: the moderating role of consumer demographics and product involvement. Journal of International Consumer Marketing, 9(4), 31-53.

  • Ling, C. Y. (2013)). Consumers’ purchase intention of green products: an investigation of the drivers and moderating variable. Elixir Marketing Mgmt, 14503-14509.

  • Malhotra, N. K., & Dash, S. (2011). Marketing Research: An applied orientation. New Delhi: Pearsons Publication.

  • Malhotra, N. K. (1988). Self-concept and product choice: an integrated perspective. Journal of Economic Psychology, 9.

  • Mathur, I., & Mathur, L. K. (2000). An analysis of the wealth effects of green marketing strategies. Journal of Business Research, No. 50, pp. 193-200.

  • Matsunaga, M. (2010). How to factor analyze your data right: Do’s, Don’ts and How To’s. International Journal of Psychological Research, 3(1), 97-110.

  • Mei, O. J., Ling, K. C., & Piew, T. H. (2012). The antecedents of green purchase intention among Malaysian consumers. Asian Social Science, 248-263.

  • Mintel (1991) The Green Consumer Report, Mintel, London.

  • Moser, G., & Uzzell, D. (2003). Environmental psychology. In Weiner, I., Millon, T., & Lerner, M. (Eds.), Handbook of Psychology, Personality and Social Psychology, 419-446.

  • Paul, J., & Rana, J. (2012). Consumer behavior and purchase intention for organic food. Journal of Consumer Marketing, 29(6), 412-422.

  • Rashid, N. R. N. A., Jusoff, K., & Kassim, K. A. (2009). Eco-Labeling Perspectives amongst Malaysian Consumers. Canadian Social Science, 5(2), 1-10.

  • Nunnally, J. C. (1978). Psychometric theory (2nd ed.). New York: McGraw-Hill.

  • Oliver, J. D., & Lee, S. H. (2010). Hybrid car purchase intentions: A cross-cultural analysis. Journal of Consumer Marketing, 27(2), 96-103. Retrieved from http://dx.doi.org/10.1108/07363761011027204.

  • Park, J., & Ha, S. (2012). Understanding pro-environmental behavior: A comparison of sustainable consumers and apathetic consumers. International Journal of Retail & Distribution Management, 40 (5), 388-403.

  • Porter, M., & Van der Linde, C. (1995a). Green and competitive: Ending the stalemate. Harvard Business Review, 73(5), 120-34.

  • Peattie, K. (2001). Golden goose or wild goose? The hunt for the green consumer. Business Strategy and the Environment, 10, 187-199

  • Polonsky, & Jay, M. (1994). An introduction to green marketing. Electronic Green Journal, 1-10.

  • Pride, W., & Ferrell, O. (1993). Marketing: Concepts & Strategies. Boston: Houghton Mifflin.

  • Polonsky, M. J., & Rosenberger, P. J. III. (2001) Reevaluating green marketing: a strategic approach, Business Horizons, 44(5), 21-30. Retrieved from http://dx.doi.org/10.1016/S0007-6813(01)80057-4.

  • Promotosh, B., & Sajedul, I. M. (2011). Young Consumers’ Purchase Intentions of Buying Green Products. Umeå School of Business.

  • Rahbar E., & Wahid, N. A. (2011). Investigation of green marketing tools’ effect on consumers’ purchase behavior. Business Strategy Series, 12(2), 73-83.

  • Ranaweera, C., Bansal, H., & McDougall, G. (2008). Web site satisfaction and purchase intentions: impact of personality characteristics during initial web site visit. Manag. Serv. Qual., 18(4), 329-348.

  • Rehman, Z. U., & Dost, M. K. B. (2013). Conceptualizing Green Purchase Intention in Emerging Markets: An Empirical Analysis on Pakistan. WEI International Academic Conference Proceedings. Istanbul, Turkey.

  • Rashid, N. A. (2009). Awareness of eco-label in Malaysia’s green marketing initiative. International Journal of Business and Management, 4(8), 10.

  • Rizwan, M., Khan, H., Saeed, A., Muzaffar, A., Arshad, U., & Hussain, M. (n.d.). Antecedents of Purchase Intention A Study From Pakistan. IOSR Journal of Business and Management, 58-66.

  • Roberts, J. A. (1996). Green consumers in the 1990s: Profile and implications for advertising. Journal of Business Research, 36(3),

  • Sarigollu, E. (2009). A cross-country exploration of environmental attitudes. Environment and Behavior, 365-386.

  • Saxena, R., & Khandelwal, P. K. (2010). Sustainable development through green marketing: The industry perspective. The International Journal of Environmental, Cultural, Economic and Social Sustainability, 6(6), 59-79.

  • Schermelleh-Engel, K., Moosbrugger, H., & Müller, H.(2003). Evaluating the fit of structural equation models: Test of significance and descriptive goodness-of-fit measures. Methods of Psychological Research - Online, 8(2), 23-74.

  • Schultz, P. W., Gouveia, V. V., Cameron, L. D., Tankha, G., Schmuck, P., & Franěk, M. (2005). Values and their relationship to environmental concern and conservation behavior. Journal of Cross-Cultural Psychology, 36, 457-475, doi:10.1177/0022022105275962.

  • Schlegelmilch, B. B, & Houston, J. E. (1989). Corporate codes of ethics in large uk companies: An empirical investigation of use, content and attitudes. European Journal of Marketing, 23(6), 7-24.

  • Sengupta, J., & Fitzsimmons, G. J. (2004). The effect of analyzing reasons on the stability of brand attitudes: A reconciliation of opposing predictors. Journal of Consumer Research, 31, 705-711.

  • Sharma, S. (1996). Applied Multivariate Techniques. Canada: John Wiley & Sons, Inc.

  • Shrivastava, P. (2008). Environmental technologies and competitive advantage. Strategic management Journal, 16(1), 183-200. doi:10.1002/smj.4250160923.

  • Shrum, L. J. (1995). Assessing the social influence of television: A social cognition perspective on cultivation effects. Communication Research, 22, 402-429.

  • Shrum, L. J. (2004). Magnitude of Effects of Television Viewing on Social Perceptions Vary As a Function of Data Collection Method: Implications For Psychological Processes”, in NA - Advances in Consumer Research Volume 31, eds. Barbara E. Kahn and Mary Frances Luce, Valdosta, GA: Association for Consumer Research, Pages: 511-513.

  • Sirgy, M. J. (1987). The moderating role of response mode in consumer self-esteem/self-consistency effects. AMA Winter Educators’ Conference, 5055.

  • Sinnappan, P., & Rahman, A. A. (2011). Antecedents of green purchasing behaviour among malasian consumers. International Business Management, 129-139.

  • Sparks, P., & Shepherd, R. (1992). Self-Identity and the theory of planned behavior: Assesing the role of identification with Green Consumerism. Social Psychology Quarterly, 55(4), 388-399.

  • Steinhart, Y., & Mazursky, D. (2010). Purchase availability and involvement antecedents among financial products. International Journal of Bank Marketing, 28(2), 113-135.

  • Steinhart, Y., Mazursky, D. & Kamins, M.A. Mark Lett (2013). The process by which product availability triggers purchase. Marketing Letters, 24(3), 217-228.

  • Tan, T. H. (2013). Use of structural equation modeling to predict the intention to purchase green and sustainable homes in Malaysia. Asian Social Science, 9(1), 181-191.

  • Tarkiainen, A., & Sundqvist, S.(2005). Subjective norms, attitudes and intentions of Finnish consumers in buying organic food. British Food Journal, 107(11), 808-822

  • Tripathi, S. (2011, September 11). Retrieved October 22, 2014, from http://www.hindustantimes.com/business-news/columnsbusiness/green marketing/article1-744451.aspx.

  • Vermeir, l., & Verbeke. (2006). Sustainable food consumption: Exploring the consumer “attitude – behavioral intention gap. Journal of Agricultural and Environmental Ethics, 19(2), 169-164. doi:10.1007/s10806-005-5485-3.

  • Vandermerwe, S., & Oliff, M. D. (1990). Customers drive corporations green. Long Range Planning, 23(6), 10-16.

  • Vermeir, I., & Verbeke, W. (2008). Sustainable food consumption among young adults in Belgium: Theory of planned behaviour and the role of confidence and values. Ecological Economics, 64, 542-553.

  • Wang, S. T. (2014). Consumer characteristics and social influence factors on green purchasing intentions. Marketing Intelligence & Planning, 32(7), 738-753.

  • Werff, E. V., Steg, L., & Keizer, K. (2013). The value of environmental self-identity: The relationship between biospheric values, environmental self-identity and envi-ronmental preference, intention and behavior. Journal of Environmental Psychology, 34, 55-63.

  • Wyeth, G. (2013). Eco-friendly: Going green a priority for Indian companies. Retrieved from http://articles.economictimes.indiatimes.com/2013-10-23/news/43326500_1_sustainability-kirloskar-brothers-indian-companies.

  • Yanamandram, V., & White, L. (2006). Exploratory and confirmatory factor analysis of the perceived switching costs model in the business services sector, Australia and New Zealand Marketing Academy Conference (ANZMAC 2006), Brisbane, Queensland.

  • Yam-Tang, E. P. Y., & Chan, R. Y. K. (1998). Purchasing behaviours and perceptions of environmentally harmful products. Marketing Intelligence and Planning, 16(6), 356-362.

  • Yale’s environmental performance index. (2014). Retrieved from http://epi.yale.edu/epi/country-profile/india.


Abstract Views: 485

PDF Views: 3




  • Determinants of Green Purchase Intention:An Empirical Study in India

Abstract Views: 485  |  PDF Views: 3

Authors

Seemant Kumar Yadav
Institute of Business Management, GLA University, Mathura, Uttar Pradesh, India
Utkal Khandelwal
Institute of Business, Management, GLA University, Mathura, Uttar Pradesh, India
Vikas Tripathi
Institute of Business Management, GLA University, Mathura, Uttar Pradesh, India

Abstract


Due to the challenges of global warming, nations and people these days have all time high concern for environmental protection. It leads to the emergence of a new way of business, Green Business. The industries who claim that they are environmentally friendly and have concern for society are known as green industries, their marketing philosophy is termed as green marketing and environment friendly products are referred as green products. The adoption of green marketing initiatives is principally a response to the increasing pressures of society on businesses to meet its comprehensive ethical and moral responsibilities. Such inclined trend towards eco-friendly initiatives has been measured by various researchers in different contexts, by emphasizing the measurement of consumers and industrys intention towards green marketing. Many of these researches have been conducted in developed countries and still there is required of putting more focus in the context of developing countries like India. The adoption of green marketing orientation by firms doing business in India is primarily based on intention to purchase green products by Indian consumers. Therefore, this study belongs to the identification and validation of prime factors responsible for affecting green purchase intention (GPI), in the concern context.

Keywords


Intention, Factor Analysis, Environmental Protection.

References