Pro-environmental Behavior of Consumers:A Taxonomy and Its Implications for the Green Marketer

This empirical study primarily aims to find the underlying dimensions of pro-environmental behavior of consumers in Indian landscape. For this, a total of 152 consumers in India were contacted through convenience sampling. Factor analysis was used to extract various factors that lead to pro-environmental behavior among consumers. According to the loadings, the factors extracted are energy conservist who cares for saving energy; energy economist who save energy because of their economic considerations and pro-environmental activist who takes proactive actions to save environment. Considering this, it is advised to green marketers to consider the economic motivation criteria first to target Indian consumers. Marketers take caution in designing messages, targeting Indian consumers constitute an emerging segment consuming green products and should use rational appeals, and stress economic benefits. This paper is expected to offer guidelines to green companies operating internationally who wish to target these Indian consumers segment.