Exploring green purchasing behaviour of young urban consumers

2016 ◽  
Vol 5 (1) ◽  
pp. 85-103 ◽  
Author(s):  
S M Fatah Uddin ◽  
Mohammed Naved Khan
Keyword(s):  
Northern Region ◽  
Marketing Strategies ◽  
Environmental Attitude ◽  
Content Type ◽  
Research Instrument ◽  
Urban Indian ◽  
Indian Consumers ◽  
Purchasing Behaviour ◽  
Green Purchasing ◽  
Promotional Messages

Purpose – The purpose of this study is to explore factors that affect green purchasing behaviour (GPB) of young Indian consumers. Design/methodology/approach – A total of 161 young Indian consumers between age group of 15 and 18 years residing in northern region of the country were surveyed employing researcher controlled sampling. Data was collected thorough structured refined research instrument that comprised scales to measure various facets of green purchasing behaviour using five point Likert scale. The research instrument also included questions for generating demographic profile of respondents. For the purpose of meeting the study objectives, research hypotheses, well-grounded in relevant theory were empirically tested using appropriate statistical tools. Findings – Exploratory factor analysis (EFA) revealed existence of five underlying factors namely green purchasing behaviour, environmental involvement, environmental attitude, environmental consciousness and perceived effectiveness of environmental behaviour that affect green purchasing behaviour of young urban consumers in India. Green purchasing behaviour and its variation across demographic variables has been ascertained by testing the considered hypotheses. Research limitations/implications – The results may not be providing generalizability. Practical/implications – This paper is expected to provide valuable insights in the area of green purchasing behaviour of young Indian urban consumers which can be of immense help to domestic and international marketers in dovetailing their marketing strategies and developing appropriate promotional messages. Originality/value – The paper attempts to provide a glimpse into the nature of green purchasing behaviour of young urban Indian consumers which has been scantily researched. Also the gender differences among young Indian consumers regarding green attitudes contributes to the worth of literature.

Knowledge effects on the exploratory acquisition of wine

2015 ◽  
Vol 27 (2) ◽  
pp. 84-102 ◽  
Author(s):  
Debbie Vigar-Ellis ◽  
Leyland Pitt ◽  
Albert Caruana
Keyword(s):  
Marketing Strategies ◽  
Future Research ◽  
Sample Population ◽  
Research Approach ◽  
Content Type ◽  
Marketing Activities ◽  
Purchasing Behaviour ◽  
Relationship Of ◽  
Question Formats ◽  
Practical Implications

Purpose – This paper aims to determine whether exploratory wine purchasing behaviour is affected by consumers’ objective and subjective wine knowledge. Design/methodology/approach – A questionnaire was developed using recognised scales for exploratory consumer tendencies, objective and subjective wine knowledge. The survey was administered using the MTurk platform. A factor analysis was first used to test the psychometric properties of the measures of the three constructs. Once the robustness of the measures was ascertained, cross-tabulations and testing via ANOVA’s of the demographics of age, gender, weekly wine consumption and education on the constructs was undertaken. In addition the causal relationship of subjective and objective wine knowledge on exploratory purchase behaviour was investigated via the use of multiple regression analysis. Findings – The results show that consumers with more real (objective) knowledge of wines are more likely to participate in exploratory wine purchasing. Objective wine knowledge is greatest amongst older consumers and those who consume more wine. Research limitations/implications – While attempts were made to limit biases due to the research approach, the results may lack generalisability because a US sample only, was used. Recommendations for future research extending the sample population as well as for changes to the question formats are suggested. Practical implications – The findings of this study have implications for wine marketers in that marketing strategies and activities (labelling, distribution, media, etc.) may need to be adapted depending on the exploratory purchasing behaviour and wine knowledge of their target customers. Originality/value – Exploratory wine acquisition behaviour is important to wine marketers. This behaviour encourages trial but, at the same time, impacts brand loyalty. This paper identifies the characteristics of consumers in terms of wine knowledge, consumption and demographics most likely to exhibit this behaviour and provides support for the need for marketers to identify these consumers and adapt their marketing activities targeting them.

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.

Towards green product consumption: effect of green marketing stimuli and perceived environmental knowledge in Indian consumer market

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Deepak Jaiswal ◽  
Bhagwan Singh ◽  
Rishi Kant ◽  
Abhijeet Biswas
Keyword(s):  
Environmental Sustainability ◽  
Emerging Market ◽  
Green Marketing ◽  
Policy Implications ◽  
Environmental Knowledge ◽  
Green Products ◽  
Cognitive Approach ◽  
Content Type ◽  
Purchasing Behaviour ◽  
Green Purchasing

Purpose Consumers are becoming increasingly concerned about ecological degradation and are getting conscious of the potential advantages that environmental sustainability can offer, which is also driving them towards the consumption of green products. In view of this, the purpose of this study is to operationalize and test the conceptual model of green purchasing behaviour by incorporating consumers’ perception towards green marketing stimuli including eco-label, eco-brand and environmental advertisements with perceived environmental knowledge in an emerging sustainable market. Design/methodology/approach The proposed model is based on an integrative and cognitive approach to consumers’ environmental beliefs-behaviour relationship. The 549 valid responses were received from selected metropolitan regions of India and analysed by direct path coefficients along with a bootstrapping method for testing indirect effects. Findings The results revealed that perception of eco-label and environmental advertisements had a positive influence on green purchasing behaviour, however, the direct relationships of eco-brand and environmental knowledge were not supported in the model. While environmental advertisements and environmental knowledge posed an indirect influence on green purchasing to some extent. Research limitations/implications The generalizability of the findings needs to augment an extensive approach of a cross-sectional survey. Theoretical, managerial and policy implications were recommended to promote green products towards sustainable consumption. Originality/value The operationalization of green purchasing behaviour using marketing stimuli has remained scant in the Indian setting. The insights gained from this study contributes to the knowledge domain of green consumer psychology in the backdrop of an emerging market.

Honey: food or medicine? A comparative study between Slovakia and Romania

2019 ◽  
Vol 121 (6) ◽  
pp. 1281-1297 ◽  
Author(s):  
Peter Šedík ◽  
Cristina Bianca Pocol ◽  
Elena Horská ◽  
Mariantonietta Fiore
Keyword(s):  
Design Methodology ◽  
Online Survey ◽  
Food Product ◽  
Marketing Strategies ◽  
Marketing Communication ◽  
Content Type ◽  
Price Distribution ◽  
Annual Consumption ◽  
Segmentation Approach ◽  
Purchasing Behaviour

Purpose The purpose of this paper is to investigate different profiles of honey consumers in Slovakia and Romania by using a segmentation approach, thus supporting honey producers from both countries and promoting the consumption of honey for both food and health benefits. Design/methodology/approach A paper and online survey was conducted in two representative regions of Slovakia (n=2,138) and Romania (n=1,100), between November 2017 and February 2018. By carrying out a two-step cluster analysis, several segments of honey consumers based on consumption patterns, demographic profile, purchasing behaviour and honey preferences were defined. Findings In both countries, honey is mostly consumed as food product and medicine and the majority of consumers think honey has healing effects. Based on the data, the authors identified similar segments in Slovakia and Romania, in terms of frequency and annual consumption (“maniacs” or “loyal consumers”, “regular consumers”, “occasional consumers” or “sporadic consumers” and “irregular consumers”), but, at the same time, those segments are different in terms of the way in which honey is consumed (multipurpose or direct consumption, spreads, beverages and ingredients for cooking). Originality/value The findings provide honey producers–beekeepers a wider information base, which can increase effectiveness of price, distribution and marketing communication strategies. Furthermore, knowledge from results will allow producers to specialise and place the production by designing different marketing strategies in different segments.

scholarly journals Green Purchasing Behaviour towards Compostable Coffee Pods

2021 ◽  
Vol 13 (12) ◽  
pp. 6558
Author(s):  
Rebecca Visser ◽  
Siphiwe Dlamini
Keyword(s):  
South African ◽  
Structural Equation ◽  
Online Survey ◽  
Positive Influence ◽  
Environmental Attitude ◽  
Purchasing Behaviour ◽  
Green Purchasing ◽  
The Relationship ◽  
Positive Effect ◽  
Significant Positive Influence

The field of green marketing and purchase behaviour has been growing in the last couple of years; consequently, there is a need to understand this behaviour among coffee consumers. Coffee is considered one of the widely consumed beverages in the world. There is heightened consciousness towards the environmental awareness of the product of compostable coffee pods. This study aims to fill this gap by providing a holistic conceptual framework to determine which factors influence green purchasing behaviour with regard to compostable coffee pods and whether gender and income have an impact. To achieve this aim, structural equation modelling (SEM) will be utilised on SmartPLS from data collected from 133 South African coffee pod consumers using an online survey. The findings indicated that interpersonal influence and altruistic values have a significant positive influence on environmental attitude and that environmental attitude has a significant positive effect on green purchasing behaviour. However, it was found that no significant relationship was observed between environmental knowledge and environmental attitude. Regarding the influence of gender and income as mediators, no influence was found in the relationship between environmental attitude and green purchasing behaviour. However, income level partially mediates this relationship. The results will provide practical solutions for marketers and policymakers.

scholarly journals Exploring Green Purchasing Behaviour among College Students in a Developing Economy

2019 ◽  
Vol 23 ◽  
Author(s):  
Takawira Munyaradzi Ndofirepi ◽  
Simbarashe Cowen Matema
Keyword(s):  
Structural Equation ◽  
Green Product ◽  
Product Knowledge ◽  
College Level ◽  
Green Products ◽  
Environmental Attitude ◽  
Purchasing Intention ◽  
Study Results ◽  
Purchasing Behaviour ◽  
Green Purchasing

This study explores the relationships between environmental attitude, green product knowledge, attitude towards purchasing green products, green product purchasing intention, and green purchasing behaviour. Using a cross-sectional survey approach, a random sample of 284 undergraduate students in a Zimbabwean polytechnic completed a self-administered questionnaire. Structural equation modelling (maximum likelihood estimation) was used to analyse the data. The findings indicate that there are positive associations between the following pairs of variables: environmental attitude and attitude towards green purchasing; green product knowledge and green purchasing intention; green product knowledge and green purchasing behaviour; attitude towards green purchasing and green purchasing intention; green purchasing intention and green purchasing behaviour; as well as a non-significant relationship between green product knowledge and attitude towards green. The findings reported that the Theory of Reasoned Action fully supported the students’ intention to buy green products, which then affects their green purchase behaviour. The inclusion of additional constructs to the proposed model was partially supported. The study results highlight the importance of considering product knowledge and other attitudinal factors—specifically environmental attitude and attitude towards green purchasing—when marketing environmentally-friendly products to college-level students.

scholarly journals Environmental Concern, Attitude and Responsibility and Green Purchasing Behaviour of Consumers in Madurai District

2019 ◽  
Vol 9 (1S4) ◽  
pp. 1028-1032
Keyword(s):  
Natural Environment ◽  
Environmental Concern ◽  
Environmental Responsibility ◽  
Significant Relation ◽  
Environmental Attitude ◽  
Government Organizations ◽  
Significant Difference ◽  
Purchasing Behaviour ◽  
Economic Profile ◽  
Green Purchasing

Large number of problems related to environment experienced by consumers is the main reason for them to move from conventional or non green purchasing to green purchasing and green products reduce harmful impacts on environment and society. Significant difference prevails amongst environmental concern, environmental attitude and environmental responsibility and socio-economic profile of consumers. Environmental concern, environmental attitude and environmental responsibility have positive, moderate and significant relation with green purchasing behaviour of consumers. Therefore, consumers must live harmoniously with natural environment and they should not make any attempts to modify character of environment and consumers must enthusiastically involve in conservation of environment. Further, Government and environmental organizations and non government organizations should make consumers to realize their responsibilities and necessity for protection of environment through various awareness programmes and campaigns and incentives.

Wine-related lifestyle segmentation in the context of urban Indian consumers

2020 ◽  
Vol 32 (4) ◽  
pp. 503-522 ◽  
Author(s):  
Poonam Sharma ◽  
Sonali Singh ◽  
Richa Misra
Keyword(s):  
Principal Component ◽  
Primary Data ◽  
Cluster Solution ◽  
Principal Component Factor Analysis ◽  
Content Type ◽  
Urban Indian ◽  
Indian Consumers ◽  
Social Drinker ◽  
Regular Drinker ◽  
Structured Questionnaire

Purpose The purpose of this study is to understand consumers in the emerging wine market of India to ensure the best services. To this end, factors were identified to describe Indian wine consumer behavior and further segments for consumers were created based on the factors identified. Design/methodology/approach The research design is descriptive in nature and based on primary data. Data was collected by a structured questionnaire from 232 respondents in five major cities of India (Mumbai, Delhi NCR, Bangalore, Pune and Hyderabad). The scale was mainly adopted from wine-related lifestyle approaches. Findings The principal component factor analysis resulted in six factors, namely, drinking ritual, consumption reason (social), consumption reason (mood, enjoyment and relaxation), consumption practice, consumption planning and quality. Cluster analysis resulted in a three-cluster solution. These clusters were named as cautious social drinker, loner regular drinker and highly engaged drinker based on the attributes possessed. Originality/value The segmentation of urban Indian wine consumers will be helpful for marketers to identity and describe the differences in attributes and behaviors, to create customized promotions to match the needs.

Why environmentally conscious consumers do not purchase green products

2015 ◽  
Vol 18 (2) ◽  
pp. 188-209 ◽  
Author(s):  
Camilla Barbarossa ◽  
Alberto Pastore
Keyword(s):  
Design Methodology ◽  
Cognitive Mapping ◽  
Mapping Technique ◽  
Green Products ◽  
Environmentally Conscious ◽  
Content Type ◽  
Environmental Deterioration ◽  
Purchasing Behaviour ◽  
Green Purchasing ◽  
Structural Indices

Purpose – This paper aims to address the green purchasing gap by: exploring environmentally conscious consumers’ mental representation of the barriers responsible for the green purchasing gap; assessing which barriers are perceived as the most relevant in hampering the purchase of green products for environmentally conscious consumers; and investigating the relationships among these barriers. Although consumers are increasingly concerned about environmental deterioration, the current market share of green products remains fairly low. Design/methodology/approach – An introspective qualitative study is conducted; 51 environmentally conscious consumers showing a green purchasing gap are interviewed, and the data are analysed with a cognitive mapping technique (Decision Explorer software) and Freeman’ structural indices (UCINET software). Findings – Higher price and scarce availability of green products are the main barriers to green purchasing. However, consumers’ perceptions of price and availability may vary by changing other barriers (e.g. green products displacement inside the store and in-store communication). Originality/value – This work reconstructs the decisional premises of environmentally conscious consumers’ choices to not purchase green products, identifies the most relevant barriers to green purchasing behaviour and the relationships between these barriers. With this knowledge, marketers of green products can focus on the most important barriers so that interventions in these barriers may change environmentally conscious consumers’ perceptions of other related barriers.

Sign in / Sign up

Export Citation Format

Share Document