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.

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.

Green marketing and the SDGs: emerging market perspective

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
George Kofi Amoako ◽  
Robert Kwame Dzogbenuku ◽  
Joshua Doe ◽  
Geoffrey Kwasi Adjaison
Keyword(s):  
Brand Loyalty ◽  
Structural Equation ◽  
Emerging Market ◽  
Environmental Issues ◽  
Marketing Strategies ◽  
Green Marketing ◽  
Content Type ◽  
Equation Modelling ◽  
Purchasing Behaviour ◽  
The Relationship

PurposeThe purpose of this paper is to investigate how consumers in emerging market respond to sustainable development goals initiatives by marketers and firms. The study seeks to identify how sustainable marketing strategies contribute to attaining the SDGs in Ghana, a developing and emerging country in sub-Saharan Africa.Design/methodology/approachA positivist methodological framework was used for the collection of data, analysis and theoretical development in this research. A total of 780 questionnaires were handed out. Out of this number, a total of 650 were returned. However, due to missing values, 622 valid responses were used for analysis. Of the valid responses, 306 (about 49.23%) were males while 316 were females, representing about 50.8%. Structural equation modelling was used to analyse data and investigate the relationship amongst advertising, packaging, pricing, green marketing strategies and purchasing behaviour.FindingsStudy findings provide insight into how marketing strategies affect consumer purchasing decisions and brand loyalty. Findings revealed positive relationship between green marketing and purchase behaviour. Empirical results from this study also confirm the mediating role of price on the relationship between green marketing strategies and purchase behaviour.Research limitations/implicationsWhile this study is limited to a single country Ghana, the findings can have far-reaching implications for many countries in the emerging markets sector. The study provides a vivid illustration of how environmental concerns can affect consumers' attitude towards products or services.Practical implicationsPolicy on environmental issues can be developed from this study. Marketers can be more effective at how to effect consumer behaviour using findings from this research.Social implicationsFirms employing green marketing strategies must be aware of the importance the youth places on sustainability and develop strategies that enhance social acceptance by the youth.Originality/valueTo the authors' knowledge, sustainable and environmental issues have been researched on, but pricing and advertising have not been used as a mediating variable on purchasing behaviour in Ghana. Moreover investigation of green marketing strategies and purchase behaviour, advertising packaging and brand loyalty using structural equation modelling analysis within the Ghanaian public space is unique.

scholarly journals Factors Influencing Sustainable Purchasing Behaviour of Remanufactured Robotic Lawn Mowers

2021 ◽  
Vol 13 (4) ◽  
pp. 1954
Author(s):  
Daan Kabel ◽  
Mattias Elg ◽  
Erik Sundin
Keyword(s):  
Theory Of Planned Behaviour ◽  
Sustainable Consumption ◽  
Green Marketing ◽  
Environmental Knowledge ◽  
Consumer Acceptance ◽  
Research Model ◽  
Planned Behaviour ◽  
Lawn Mower ◽  
Factors Influencing ◽  
Purchasing Behaviour

The lack of consumer acceptance for remanufactured products is preventing the transition towards sustainable consumption. When knowledge about remanufacturing among consumers is limited, more insight is required into the consumer’s expectations. The purpose of this paper is to examine the consumer’s expectations and willingness to engage in sustainable purchasing behaviour when considering buying remanufactured robotic lawn mowers. The theory of planned behaviour and variables from green marketing help form the research model, which was tested empirically using survey data from 118 samples. The results indicate that sustainable purchasing behaviour of remanufactured robotic lawn mowers is primarily influenced by the consumer’s attitude and evaluation of the remanufactured product, and less so by external influences. Consumers expecting high product quality, low price, and low risk, had a positive evaluation and were therefore more willing to engage in sustainable purchasing behaviour of remanufactured robotic lawn mowers. More concisely, consumers value performance and price reductions, and worry about the time the remanufactured robotic lawn mower remains functional. Environmental knowledge among consumers is sufficient but cannot be fully translated into positive evaluations and sustainable purchases of remanufactured robotic lawn mowers. This research provides guidance for how remanufacturing firms can improve their circular marketing and remanufacturing strategies.

Comparing retail formats in an emerging market

2014 ◽  
Vol 6 (1) ◽  
pp. 48-69 ◽  
Author(s):  
Gordhan K. Saini ◽  
Arvind Sahay
Keyword(s):  
Purchase Intention ◽  
Emerging Market ◽  
Retail Store ◽  
Policy Implications ◽  
Content Type ◽  
Consumer Responses ◽  
Consumer Purchase Intention ◽  
Low Levels ◽  
Low Price Guarantee ◽  
Retail Formats

Purpose – This study aims to examine the importance of credit and low price guarantee (LPG) on consumer purchase intention across types of retail store formats in an emerging market context. Design/methodology/approach – A 2 (kirana/modern retail)×2 (high/low LPG)×2 (credit/no credit) experimental design was used for this study. A sample of 200 respondents was asked about their purchase intention for a newly introduced hypothetical toothpaste brand and six hypotheses were tested. Findings – Findings show that credit and level of LPG determine consumer's purchase intention across store formats. The presence of credit and high LPG increases the purchase intention; however, relatively importance of these two varies by type of store. The absence of credit at kirana store definitely reduces the buying intention, while same is not true for modern retail store, where level of LPG is more important than the credit. Interestingly, buyer is likely to discount high LPG for a month's credit offered by a kirana store. Practical implications – The study can help practitioners and scholars to understand consumer responses to credit and LPG in buying decisions, and subsequently in designing a better product offer at a particular store format in emerging markets. Originality/value – Important insights are provided about the consumer behavior resulting from the presence or absence of credit and high or low levels of LPG in an emerging market context. The study also has public policy implications in a country where FDI in retail is a hotly debated topic.

scholarly journals Green supply management and green marketing strategy on green purchase intention: SMEs cases

2020 ◽  
Vol 13 (1) ◽  
pp. 79 ◽  
Author(s):  
Dyah Sugandini ◽  
Muafi Muafi ◽  
Christin Susilowati ◽  
Yuni Siswanti ◽  
Wirman Syafri
Keyword(s):  
Supply Chain ◽  
Supply Chain Management ◽  
Marketing Strategy ◽  
Environmentally Friendly ◽  
Green Marketing ◽  
Green Supply Chain Management ◽  
Green Supply Chain ◽  
Green Products ◽  
Chain Management ◽  
Green Purchasing

Purpose: This study aims to analyze green supply chain management (GSCM) and green marketing strategies (GMS) to green purchasing intentions (GPI). This study conducts on craft SMEs in the Special Region of Yogyakarta, Indonesia. Design/methodology/approach: This study uses primary data which is obtained through questionnaires. The unit of analysis in this study is organizations and individuals. The sampling technique is purposing sampling, with the criteria of SMEs that conduct environmentally friendly production processes and consumers who have ever bought green products. Data analysis uses structural equation modeling. Research limitations/implications: This study is limited by relatively small sample size. The sample is only environmentally oriented SMEs. Large companies that are also environmentally friendly have not been included as samples in this study, so the results of this study only generalized to SMEs. Future research should accommodate these two types of companies, namely SMEs and companies, so that it can be easier to generalize the findings and allow different tests of GSCM to be applied to SMEs and large companies. This study only analyzed GSCM from two dimensions, namely GP and GCC. Other variables that can be used to explain GSCM are internal environmental, green information systems, eco-design and packaging. Practical implications: GSCM can be started with conducts the right GP and always coordinating with consumers which related to green products. GP (green purchasing) and GCC (green consumer cooperation) as GSCM elements have a strong association in predicting the success of a green marketing strategy. It is expected that SMEs should pay attention to the raw material purchase so that the problem of environmentally friendly raw materials can be truly obtained to enter the production process and produce environmentally friendly products. Originality/value: This study analyzes the relationship between GSCM practices and organizational performance in the green marketing and business strategies context, where there is still a scarcity of studies in this context. Besides that, there is an increase in awareness of green operations and green marketing in Asia, but the relevant studies in Asian countries have not been conducted much, especially in Southeast Asia. The result of this study proves that the GSCM model can increase value along the supply chain by emphasizing green supply chain management and green marketing.

What motivates consumers to purchase organic food in an emerging market? An empirical study from Saudi Arabia

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Abdul Alem Mohammed
Keyword(s):  
Saudi Arabia ◽  
Purchase Intention ◽  
Emerging Market ◽  
Organic Food ◽  
Subjective Norms ◽  
Content Type ◽  
Actual Behaviour ◽  
Perceived Values ◽  
Purchasing Behaviour ◽  
The Relationship

PurposeThis study aims to investigate the impact of perceived values (hedonic and utilitarian), trust and subjective norms on consumers' purchasing intentions of organic food in Saudi Arabia; it also explores the moderating influence of availability on the relationship between the intentions of consumers and their actual purchasing behaviour.Design/methodology/approachA survey with 236 consumers of organic food in Saudi Arabia was carried out. The convergent and discriminant validity of latent variables was confirmed. The relationships among them were tested using Partial Least Square Modelling (PLS).FindingsThe results indicate that utilitarian and hedonic values, trust and subjective norms positively affect consumer purchase intention. They also reveal the moderating effect of availability on the relationship between consumers' purchasing intention and their actual behaviour in the Saudi Arabian context.Research limitations/implicationsThe study contributes to knowledge about the relationships among perceived values, trust, subjective norms, availability and consumer purchasing intentions of organic food, and their actual behaviour in an emerging market. The results enlarge the understanding of consumers' purchasing behaviour in the Saudi Arabian organic food market and point out some opportunities for future research.Originality/valueThe study is original in investigating the factors that influence customers' intention and their actual purchasing behaviour toward organic food in Saudi Arabia. It is a first attempt to test the moderating influence of availability on the relationship between purchase intention and actual purchasing behaviour toward organic food products in an emerging market.

Evaluating environmental behaviour of the general public in Taiwan

2019 ◽  
Vol 21 (3) ◽  
pp. 179-189 ◽  
Author(s):  
Jane Lu Hsu ◽  
Chih-Hung Feng
Keyword(s):  
Environmental Education ◽  
Environmental Sustainability ◽  
General Public ◽  
Information Dissemination ◽  
Environmental Knowledge ◽  
Influential Factor ◽  
Environmental Behaviour ◽  
Content Type ◽  
Factors Influencing ◽  
Educational Implications

Purpose The purpose of this paper is to examine factors influencing environmental behaviour of the general public and to develop educational implications that will enhance effectiveness in information dissemination for environmental sustainability in Taiwan. Design/methodology/approach A survey using personal interviews was administered in Taipei, Taichung and Kaohsiung metropolitan areas following stratified sampling method based on age and gender distributions of the population between the ages of 18 and 59 in Taiwan. Total valid samples were 481. Probit model was applied to examine factors influencing environmental behaviour. Findings Based on findings in the study, environmental knowledge, pro-environmental attitude (emphasising balance of nature), altruism and habitual behaviour positively influence environmental behaviour. Humancentric (emphasising human domination) negatively influence environmental behaviour. The following educational implications are capable to enlarge a spectrum of environmental behaviour in Taiwan: including topics of waste avoidance and reduction in chemical usage for cleaning or for insecticides in lessons/curricula; and promote general public to live a life which causes fewer burdens on the environment. Research limitations/implications Environmental education plays fundamental role in educating the public with concurrent environmental knowledge, in an expectation that the general public would take the information into consideration and modify behaviour in an effort to sustain the environment. Research implications of this study are: environmental behaviour is multidimensional and can be examined using a comprehensive set of statements including domains of energy conservation, mobility and transportation, waste avoidance, consumerism and recycling; and habitual behaviour is an influencing factor to explain environmental behaviour and can be examined thoroughly in future studies. Originality/value The study provides insights into environmental education based on examining factors influencing environmental behaviour. It advances the field by exploring environmental behaviour in five domains and revealing habitual behaviour as an influential factor. This allows educators to comprehend gaps in environmental behaviour and the needs for environmental education in Taiwan.

Audit-related attributes, regulatory reforms and timely disclosure

2017 ◽  
Vol 15 (2) ◽  
pp. 158-179 ◽  
Author(s):  
Khaled Samaha ◽  
Hichem Khlif
Keyword(s):  
Audit Committee ◽  
Stock Exchange ◽  
Emerging Market ◽  
Chief Executive ◽  
Policy Implications ◽  
Fiscal Year ◽  
Audit Report ◽  
Content Type ◽  
The Impact ◽  
Regulatory Reforms

Purpose This paper aims to examine the impact of audit-related attributes and regulatory reforms on timely disclosure as proxied by audit report lag (ARL) in an emerging market setting, namely, Egypt. Design/methodology/approach The paper used the balanced panel data of 372 firm-years observations of the most actively traded companies on the Egyptian Stock Exchange over the period from 2007 to 2010. The study measures the dependent variable of ARL as the number of days between the client’s fiscal year-end and the audit report. Findings Multivariate analysis indicates that audit committee activity (proxy for regulatory reforms) and external auditor type (proxy for audit-related attributes) contribute significantly to the reduction of ARL and increase disclosure timeliness. Furthermore, the paper found that ARL witnessed a slight decrease following the adoption of the new Egyptian Standards on Auditing (ESA). Finally, the paper’s findings show that industry types moderate the relationship between ARL and several audit-related variables and corporate governance attributes. Practical implications The results may have policy implications for both regulators and investors. For instance, policymakers in Egypt can enact new rules to reduce the Chief Executive Officer duality and establish the minimum required number of audit committee meetings to improve transparency level and, thus, increase disclosure timeliness. Besides, if future regulations aiming to increase disclosure timeliness are intended by Egyptian regulators, this paper’s findings suggest that this may have implications for the audit market because the Big Four audit firms will be more able to meet shorter audit delays. Originality/value The empirical evidence provided in this study further enhances the understanding of timely disclosure in Egypt which represents one of the leading emerging markets in the Middle East and North Africa region.

Understanding young consumers’ tendencies regarding eco-labelled products

2017 ◽  
Vol 29 (1) ◽  
pp. 80-97 ◽  
Author(s):  
Aysu Göçer ◽  
Bengü Sevil Oflaç
Keyword(s):  
Structural Equation ◽  
Environmental Concern ◽  
Emerging Market ◽  
Mediating Effect ◽  
Environmental Knowledge ◽  
Equation Modeling ◽  
Content Type ◽  
Factors Affecting ◽  
Young Consumers ◽  
Key Dimensions

Purpose The purpose of this paper is to explore different factors influencing young consumers’ approaches to eco-labeled products in an emerging country, Turkey. Design/methodology/approach Relevant measures were adapted from the previous literature to assess key constructs on environment and eco-label perceptions. First, an exploratory factor analysis was employed for identifying the key dimensions, and then structural equation modeling was conducted for testing the research hypotheses. Findings The findings reveal that the existence of perceived environmental knowledge has an influence on eco-labeled product purchase tendencies, with environmental concern (EC) having a significant mediating effect. Practical implications This study contributes to practice by addressing perceptual factors affecting young consumers in emerging markets such as Turkey. This relationship can be utilized to increase the tendency to purchase eco-labeled products to create EC enhancing programs in education in addition to environmental knowledge leveraging ones. Besides, these findings may also be beneficial in eco-labeled product marketing efforts. Originality/value This study provides value for the literature by investigating the perception of young consumers in an emerging market specifically, and adopts a more specific eco-label focus, which it integrates with an environmental perspective.

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.

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