GREEN consumption values and Indian consumers’ response to marketing communications

2016 ◽  
Vol 33 (7) ◽  
pp. 562-573 ◽  
Author(s):  
Ainsworth Anthony Bailey ◽  
Aditya Mishra ◽  
Mojisola F. Tiamiyu
Keyword(s):  
Public Relations ◽  
Environmental Concern ◽  
Purchase Intentions ◽  
Green Marketing ◽  
Marketing Communications ◽  
Convenience Sample ◽  
Content Type ◽  
Green Consumption ◽  
Consumption Values ◽  
Indian Consumers

Purpose This paper aims to report on a study that assessed Indian consumers’ response to green marketing communications, based on their GREEN consumption values. GREEN (Haws et al., 2014) refers to consumers’ tendency to express their environmental concern through their consumption behaviors. This study applies this construct in a marketing communications context. Design/methodology/approach Two conceptual models involving GREEN were developed, and data to test the models were collected in a survey conducted among a convenience sample of 284 Indian consumers. Findings The results show that GREEN can enhance understanding of consumers’ green attitudes and intentions. GREEN consumption values have an impact on how Indian consumers respond to advertising and public relations stimuli, as GREEN influences perceptions of green brand trust, attitudes toward green marketing communications and green brand support and purchase intentions. Research limitations/implications The research adds to the growing literature on green marketing in emerging economies and extends the application of the GREEN construct from the domain of consumer behavior to that of green marketing communications. Practical implications The results suggest that marketers should focus on developing green marketing communications strategy, rather than just green advertising strategies, and they can position their green products to appeal to consumers based on GREEN consumption values. Originality/value The study is the first to apply the GREEN construct in assessing consumer response to a brand’s green marketing communications; it also explores this issue in an emerging economy.

Antecedents of pregnant women’s purchase intentions and willingness to pay a premium for organic food

2018 ◽  
Vol 120 (7) ◽  
pp. 1561-1573 ◽  
Author(s):  
Faruk Anıl Konuk
Keyword(s):  
Willingness To Pay ◽  
Pregnant Women ◽  
Environmental Concern ◽  
Organic Food ◽  
Structural Equations ◽  
Purchase Intentions ◽  
Convenience Sample ◽  
Content Type ◽  
Positive Effects ◽  
Health Consciousness

PurposeThe purpose of this paper is to examine the effects of health consciousness, environmental concern and customer innovativeness on pregnant women’s purchase intentions and willingness to pay (WTP) a premium for organic food.Design/methodology/approachIn order to collect data, a field study was conducted using administrated questionnaires from a convenience sample of pregnant women in Istanbul, Turkey. A structural equations model was used to test the proposed hypotheses.FindingsResults indicated positive effects of health consciousness, environmental concern and customer innovativeness on both purchase intentions and WTP a premium toward organic food. Specifically, it was found that health consciousness had the greatest influence on purchase intentions and WTP a premium.Originality/valueUnlike previous studies, this research focused on pregnant women and aimed to understand the role of health consciousness, environmental concerned and customer innovativeness on purchase intentions and WTP a premium for organic food.

scholarly journals Consumer’s Intention to Purchase Green Brands: the Roles of Environmental Concern, Environmental Knowledge and Self Expressive Benefits

2015 ◽  
Vol 10 (3) ◽  
pp. 879-889 ◽  
Author(s):  
Anees Ahmad ◽  
K. S Thyagaraj
Keyword(s):  
Purchase Intention ◽  
Environmental Concern ◽  
Purchase Intentions ◽  
Green Marketing ◽  
Environmental Knowledge ◽  
Business Practices ◽  
Sustainable Business ◽  
Intention To Purchase ◽  
Indian Consumers ◽  
Research Show

Companies are striving to minimize environmental impact through sustainable business practices. Consumers have become more aware of environmental issues and many companies have recognized the relevance of green marketing in gaining competitive advantage. As a part of green marketing strategy, companies are developing green brands. This paper focuses on the effect of consumer’s concern for environment, environmental knowledge and self expressive benefits on attitude and intention to purchase green brand. Data were collected from 270 Indian consumers. The results of this research show that environmental concern, environmental knowledge and self expressive benefits would positively influence attitude which in turn positively influences intention to purchase green brands. The influence of consumer’s knowledge of the environment on purchase intention was found to be non-significant. Hence, investing resource to promote environmental concern, to impart environmental knowledge and to communicate self expressive benefits will be helpful in increasing purchase intentions of green brands.

Consumer segments in the smart environmental objects market

2019 ◽  
Vol 36 (2) ◽  
pp. 317-327 ◽  
Author(s):  
Marie Schill ◽  
Delphine Godefroit-Winkel
Keyword(s):  
Environmental Concern ◽  
Purchase Intentions ◽  
Ease Of Use ◽  
Perceived Usefulness ◽  
Perceived Ease Of Use ◽  
Content Type ◽  
Environmental Beliefs ◽  
Environmental Objects ◽  
Consumer Segment ◽  
Materialistic Values

Purpose The purpose of this study is to explore consumers’ profiles for and purchase intentions towards smart environmental objects. It segments consumers according to two apparently contradictory dimensions of smart environmental objects: environment (i.e. environmental concern and environmental beliefs) and technology (i.e. materialistic values and technological beliefs). Design/methodology/approach A cluster analysis was conducted among 658 French consumers based on their environmental concern, environmental beliefs, materialistic values, perceived usefulness and perceived ease of use. A regression analysis identifies the variables with the greatest influence on purchase intentions. Findings Four segments result from the analysis: unconcerned, retro eco-friendly, non-materialistic converted and converted. The converted consumer segment had the highest purchase intentions and exhibited high levels of both environmental beliefs and perceived usefulness compared with the other segments. Both environmental and technological beliefs and environmental concern influence purchase intentions more broadly. Research limitations/implications A combined consideration of both environmental and technological beliefs is necessary to influence purchase intentions towards smart environmental objects. This study challenges some previous research that assumes a clear opposition between materialism and environmentalism. Practical implications This study proposes tailored managerial recommendations for each of the four consumer segments in the context of smart environmental objects. Originality/value This study provides novel insights into consumers’ concerns, beliefs and values in the rapidly expanding context of smart environmental objects.

Research on mechanism of consumer innovativeness influencing green consumption behavior

2014 ◽  
Vol 5 (2) ◽  
pp. 211-224 ◽  
Author(s):  
Kefu Lao
Keyword(s):  
Low Income ◽  
Behavioral Control ◽  
Research Area ◽  
Green Marketing ◽  
Perceived Behavioral Control ◽  
Consumer Attitude ◽  
Initial Attempt ◽  
Consumer Innovativeness ◽  
Content Type ◽  
Green Consumption

Purpose – The purpose of this paper is to explore the mechanism of the influence of consumer innovativeness (CI) on consumer-reasoned green consumption (GC) behavior to understand more about this behavior and help improve the practice of green marketing. Design/methodology/approach – To understand more about GC behavior and help to improve the practice of green marketing, this paper tries to explore the mechanism of CI influences on consumer-reasoned GC behavior. Findings – This study shows that CI has a significant influence on GC behavior. Its mechanism is that CI directly influences consumer attitude, subjective norm (SN) and perceived behavioral control (PBC) of GC, and then further influences GC intention and behavior. The direct influence of GC attitude on intention is not significant, but GC intention is indirectly influenced via SN by attitude. Moreover, male, young, highly educated and high-income consumers have stronger CI; the influence of CI on GC behavior is more significant in male, old, less-educated and low-income consumers. Research limitations/implications – This research focuses on consumption behaviors which are reasoned and environment condition-constrained only, and its findings cannot be generalized to impulsive consumption behaviors. The influence of CI on impulsive consumption behaviors should be further researched. Practical implications – Company managers should utilize new technology and design to make green products more innovative and fashionable to attract more customers. Social implications – Instead of environment protection propaganda and education, society and market supervisors should lay the key point of GC incentive on the draft and implementation of law and regulation. Originality/value – This research is an initial attempt to establish the relationship between CI and GC behaviors and generate a news research area in green marketing.

Assessing the organic potential of urban Indian consumers

2014 ◽  
Vol 116 (12) ◽  
pp. 1864-1878 ◽  
Author(s):  
Neena Sondhi
Keyword(s):  
Organic Food ◽  
Health And Safety ◽  
Purchase Intentions ◽  
Content Type ◽  
Nuclear Families ◽  
Five Factors ◽  
Attitudinal Factors ◽  
Urban Indian ◽  
Indian Consumers ◽  
Grocery Purchase

Purpose – The purpose of this paper is to explore the potential for the purchase of organic food products amongst urban Indian consumers. Design/methodology/approach – The paper is based on a sample of 618 urban Indian consumers. The study questionnaire was developed to measure food-related lifestyle and attitudinal variables. The respondents were also questioned regarding their grocery purchase behaviour; awareness and purchase intentions regarding organic food. The data collected were analysed using SPSS 20.0 using factor, cluster and χ2 analysis to identify and profile the health-conscious segments and profile them based on their organic purchase intentions. Findings – In total, 33 lifestyle variables were reduced to five food-related attitudinal factors. Based on the five factors three potential clusters were identified. The urban Indian consumer was found to be environment, health and safety conscious. Sensitized and cautious segment of young, women living in nuclear families were more open to an organic alternative. The main barriers to successful adoption were premium pricing, doubtful certification and sporadic availability of organic food. Research limitations/implications – The urban Indian is ready to shift to a healthier option. However, the awareness, availability and price need to be managed more aggressively. A larger pan-India study to identify the high-potential belts and the domestic organic distribution and certification practices need to be assessed to formulate a focused marketing strategy. Originality/value – Paucity of literature exists about the potential organic consumers. Such studies are extremely meaningful for an organic marketer to design effective communication and distribution strategies in order to accelerate the adoption and preference for an organic purchase.

Unboxing the green box: an empirical assessment of buying behavior of green products

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Tehreem Raza Ch ◽  
Tahir Mumtaz Awan ◽  
Haider Ali Malik ◽  
Tayyba Fatima
Keyword(s):  
Social Media ◽  
Environmental Concern ◽  
Green Marketing ◽  
Social Media Marketing ◽  
Purchase Behavior ◽  
Green Product ◽  
Buying Behavior ◽  
Green Products ◽  
Content Type ◽  
Price Consciousness

PurposeBecause of the increasing significance of green marketing and its aspects, it develops a need for examining the impact of all these factors on green product buying behavior. As social media marketing also has an enormous positive impact on green product buying behavior, this study aims to provide a cohesive role of green marketing and social media marketing in determining green purchase behavior.Design/methodology/approachIn this study, data were collected through an online survey by using convenience sampling from 692 respondents, and through structural equation modeling, the hypothesized associations among variables of this study were empirically tested.FindingsThe findings suggest that attitude, eco-labels and green advertising had a significant influence on the decision to purchase green products. The influence of peer groups, behavioral intention and price consciousness was also examined. Peer influence did not moderate the relation between green buying behavior and environmental concern.Originality/valueThe influence of factors like attitudes, price consciousness, behavioral intentions social media marketing, eco-labels, and environmental concern green purchase behavior has not been scrutinized cohesively in the past. The current study used the theory of planned behavior in elucidating green buying behavior.

Price presentation effects on green purchase intentions

2014 ◽  
Vol 23 (3) ◽  
pp. 230-239 ◽  
Author(s):  
Fei Lee Weisstein ◽  
Mohammadreza Asgari ◽  
Shir-Way Siew
Keyword(s):  
Decision Making ◽  
Purchase Intentions ◽  
Consumer Decision Making ◽  
Price Promotion ◽  
Price Promotions ◽  
Content Type ◽  
Green Consumption ◽  
Presentation Formats ◽  
Consumption Decision ◽  
Price Presentation

Purpose – This paper aims to examine the effect of price promotion presentation formats on consumers’ green purchase intentions across various levels of greenness. Despite the increasing awareness of environmental issues and green products among consumers, there is a gap between their green attitude and purchase intentions. Previous studies show that consumers’ degree of greenness varies and that price plays an important role in their green consumption decision-making. Design/methodology/approach – Two between-subject experiments with 236 participants were used to examine our hypotheses and conceptual model. Findings – The results show that different formats of price promotion presentations influence consumers’ purchase perceptions differently. Consumers with a high degree of greenness are attracted to promotions emphasizing gain, while those with a low degree of greenness prefer promotions underlining reduced loss. In addition, medium-greenness consumers show similar reactions to both formats. Our studies further demonstrate that consumers’ perceived value mediates the moderated effects of perceived quality and perceived savings on green purchase intentions. Practical implications – This research helps marketers better design price promotions, taking into account the various levels of consumers’ greenness. The focus of reduced loss or gain of the promotional programs should be targeted at consumers with different levels of greenness. Originality/value – This is the first paper to examine the role of price promotion presentation formats in consumer decision-making regarding green consumption. The study provides new insights concerning how to design price promotions to enhance the green purchase intentions of consumers.

The effects of price consciousness and sale proneness on purchase intention towards expiration date-based priced perishable foods

2015 ◽  
Vol 117 (2) ◽  
pp. 793-804 ◽  
Author(s):  
Faruk Anıl Konuk
Keyword(s):  
Purchase Intention ◽  
Structural Equation ◽  
Structural Model ◽  
Purchase Intentions ◽  
Equation Modeling ◽  
Expiration Date ◽  
Convenience Sample ◽  
Content Type ◽  
Price Consciousness ◽  
Positive Effect

Purpose – The purpose of this paper is to examine the effects of price consciousness and sale proneness on purchase intentions regarding with expiration date-based priced perishable foods. Design/methodology/approach – Data were collected from a convenience sample of consumers with structured questionnaires. Structural equation modeling was used in order to test the proposed hypotheses. Findings – Results of a structural model reveal positive relationship between price consciousness and sale proneness. The findings also confirm the effect of price consciousness on purchase intentions toward expiration date-based priced perishable foods. On the other hand, the results have not support the positive effect of sale proneness on purchase intentions. Originality/value – To the knowledge, this is the first study which has examined the relationships between price consciousness, sale proneness and purchase intentions in the context of expiration date-based pricing.

Indian consumers' brand equity toward a US and local apparel brand

2010 ◽  
Vol 14 (3) ◽  
pp. 469-485 ◽  
Author(s):  
Hyun‐Joo Lee ◽  
Archana Kumar ◽  
Youn‐Kyung Kim
Keyword(s):  
Brand Equity ◽  
Negative Relationship ◽  
Perceived Quality ◽  
Individual Characteristics ◽  
Three Dimensions ◽  
Convenience Sample ◽  
Content Type ◽  
Need For Uniqueness ◽  
Indian Consumers ◽  
Target Consumer

PurposeThe purpose of this study is to examine effects of gender, need for uniqueness, and attitudes toward American products on dimensions of brand equity for a US and local apparel brand in the Indian market.Design/methodology/approachThree dimensions of brand equity are evaluated based on the respondents' shopping experience related to the selected US and local apparel brands. Data are collected from a convenience sample of college students in India.FindingsThe empirical tests show that, for a US apparel brand, there are direct and indirect effects of Indian consumers' gender, need for uniqueness (NFU), and attitudes toward American products on three dimensions of brand equity: perceived quality, brand loyalty, and brand associations with brand awareness. For local apparel brands, these effects are found for only one brand equity dimension: perceived quality.Research limitations/implicationsThe study uses only one US apparel brand, which may limit the generalization of the findings to all product categories and countries.Practical implicationsUS marketers need to improve Indian consumers' attitudes toward American products through marketing and promotional campaigns. On the other hand, Indian marketers should overcome the negative relationship between Indian consumers' attitudes toward American products and their quality perception toward a local apparel brand.Originality/valueLittle attention has been given to individual differences in evaluating the three dimensions of brand equity. By assessing brand equity based on the individual characteristics of gender, need for uniqueness, and attitudes toward American products, results of the study can help marketers to obtain more specific knowledge of brand equity about a target consumer group and thus enable them to plan and implement well‐suited strategies for improving their brand equity.

Decoding willingness of Indian consumers to pay a premium on green products

2018 ◽  
Vol 7 (1) ◽  
pp. 73-90 ◽  
Author(s):  
Mohd Danish Kirmani ◽  
Mohammed Naved Khan
Keyword(s):  
Structural Equation ◽  
Environmental Concern ◽  
Positive Influence ◽  
Systematic Sampling ◽  
New Delhi ◽  
National Capital Region ◽  
Green Products ◽  
Middle Income ◽  
Content Type ◽  
Indian Consumers

Purpose The purpose of this paper is to identify the relevant antecedents of willingness of Indian consumers to pay a premium for green products and empirically validate the relationship between these antecedents and willingness to pay (WTP). Design/methodology/approach Data were generated from 515 students enroled in various educational institutions approved by the All India Council for Technical Education and located in New Delhi and National Capital Region region of India. A combination of researcher-controlled and systematic sampling techniques was employed for the purpose of identifying the sample. Structural equation modelling was used to analyse the data using AMOS 20.0. Findings The study revealed that attitude towards green products (ATGP) has a significant and positive influence on WTP. Additionally, collectivism and environmental concern emerged as predictors of ATGP. Practical implications Marketing practitioners are expected to get deeper insights into reasons that contribute to the formation of positive attitude among Indian consumers towards green products. This understanding may greatly assist proactive marketers in developing appropriate strategies to increase the propensity of WTP a premium for such products. Originality/value The study is pioneering in the sense that the construct WTP for green products had relatively been less explored in the Indian context. The construct WTP is important for Indian consuming class which is dominated by middle and lower middle income groups for whom spending extra from their regular expenditure is a critical and sensitive issue.

Sign in / Sign up

Export Citation Format

Share Document