GREEN CONSUMERISM: EXPLORING THE IMPACT OF PERCEPTION, ENVIRONMENTAL KNOWLEDGE, AND ATTITUDE ON YOUNG CONSUMERS' PURCHASE INTENTION (original) (raw)

Consumer Perception Towards Green Practice: An Empirical Study on Young Consumer from Bangladesh Perspective

Journal of economics and sustainable development, 2017

The shift of consumer perception to green product is a great evolution in the recent year. Several changes are already appeared in consumer observation. Different variables are responsible for changing of consumer behavioral pattern. The two major revolutions in consumer market are awareness of environment friendly product or green product and switching to electronic store. This research empirically investigated the consumer awareness about environment friendly product from the perspective of Bangladeshi young consumers’ perception. The investigation shows that young consumers are more interested to green products than ever before. Young consumers are highly satisfied with the label green practices. This generation is more conscious about future, they believe that the environment will reply roughly on their unconsciousness to it, they aware about product recycles, they aware about the danger of high carbon emission in this planet. However, such awareness is also related with level o...

Indian Green Generation: A Study of Attitude Toward Green Products Among Young Millennials from India

International Journal of Marketing and Business Communication, 2018

Purpose: Youth being the most sincere fragment of the green market is imbibing green habits and developing optimistic attitude toward green products. However, the marketers are still not sufficiently expert to exploit the different factors, which results into this optimistic green attitude. This research work considered the impact of certain variables (environmental attitude, personal benefits, consumer awareness, psychological variables, and green product production) on the green attitude of young millennials from the two north Indian states. Design/Methodology/Approach: Using a well-structured questionnaire, the data were collected from the sample of 800 millennials from two universities, Jammu and Amritsar, representing two states of northern India, J & K and Punjab. Findings: Structural equational modelling results showed that three factors namely, environmental attitude, psychological characteristics, and green product attributes, mostly persuaded young people to develop a positive green attitude compared to the variables like personal benefits and consumer awareness. Practical implications: In view of the lack of value assigned to the personal benefits driven from the usage of green products and green awareness, green marketers have to employ innovative strategies to make the young consumers aware about the longlasting paybacks of the green products. Originality/value: The present study contributes to the literature of green attitude and green marketing by evaluating the role of environmental attitude, personal benefits, consumer awareness, psychological characteristics, and green purchase attributes in building attitude toward green products. Moreover, it helps in exploring the green consumerism in north India that has been analysed very rarely in the literature.

A Study on the Factors Influencing the Purchasing Behaviour for Green Products Among Young Consumers in India

Journal of Management and Entrepreneurship, 2024

Global warming is often regarded as a paramount peril confronting the global community in contemporary times. The environmental conditions are changing, and calamities are transpiring in several directions. Furthermore, green product consumption has emerged as a prominent concern about environmentally conscious practices. There is a growing societal preoccupation with the preservation of the environment. Consumers can make a crucial effort by consuming environmentallyfriendly products. A multitude of studies have been completed in this domain, but only a limited number have been carried out within the Indian context. The study aims to ascertain determinants that influence the consumption of eco-friendly products among the youth demographic in India. Relevant literature informs the conceptualisation and construction of hypotheses. The intention to purchase green items was the dependent variable, and four independent factors-attitude, environmental concern, price, and ecolabelling-were examined against it. The questionnaire was utilised in alignment with prior scholarly investigations. The survey approach was employed to acquire the data. Two hundred and eighty-six data points were gathered from questionnaires and were distributed using convenience sampling to respondents who expressed a desire to consume environmentally friendly products. The data analysis was conducted using both SPSS V. 23 and AMOS-SEM. The study findings suggest attitude, environmental concern, and pricing significantly impact the need to purchase green products among youth in India. The results of this study will offer significant insights for green product marketers in developing efficient marketing strategies to broaden customer demographics.

How Environment knowledge, Social Influences, and Attitude Impact The Millenial Generation’s Purchase Intention in Green Products Through Attitude?

International Journal of Science, Technology & Management

Thistime the world is covered by environmental issues in the form of climate change, the use of natural resources that do not pay attention to the environment, and the sale of products that are not environmentally friendly, and currently the millennial enerasi is a generation that is a lot in Indonesia with a proportion of 33.75%, as a generation that is quite large, the millennial generation in the future has a considerable answer to the issue. environmental preservation and use of green products. The purpose of this study is to find out the influence of environmental knowledge variables and social influence variables on green product buying intentions, both directly and indirectly through attitude variables as mediation variables. This type of quantitative research is used by collecting data using questionnaires on millennial respondents totaling 150 respondents. The data is analyzed using the SEM PLS approach. The results showed that variable social influences and attitudes ha...

A Study to Analysis and Identify the Behavioral Relationship between the Attitude and Factor Affecting Consumer towards Green Behavior

International Journal on Recent Trends in Business and Tourism

We often forget that we are nature. Nature is not something separate from us. So, when we say that we have lost our connection to nature we have lost our connection to ourselves"-Andy Goldsworthy. This research paper discusses the growing interest among the consumers regarding safety of environment. Today human being is conscious about the environment and is ready to change their buying habits. Resultantly the concept of green marketing has come out which tells social responsibility and sustainability of products and services. The vital objective of this research is to identify the factors which influence the buying behavior of consumer towards the green products, and to evaluate them. For this a survey was conducted in form of questionnaire among a group of youth consumer to share their thinking about the influencing factors and their thoughts about green products. The opinion was firmly based on awareness and perception of consumers and evaluated by using "Likert Five Point Scale" scaling technique and chi-square test was done. From the result and conclusion, it is identified that purchase behavior, perception measure, and awareness measure are the pinpoint dimensions (factors), which affect the conscious of consumers in adopting green marketing practices.

Behavior and perception of younger generation towards green products

Journal of Public Affairs, 2020

As we know, the most important goal of an organization is to meet the market demand, and also to go with the trend of the market. And currently, the term "Green Marketing" is the buzz word in the market. It is defined as "the strategy used by an organization to produce and market the products in an environment-friendly way, i.e., an attempt to reduce the negative impact of the product on the environment. We can now observe that the young generations these days-in fact, all consumers in the whole market-are more concerned about the environmental effects of the human beings" consumption practices. So they are moving towards consuming green products which give benefits to oneself. While it is true that this move does not completely eradicate the issues threatening the green in the environment, this surely is a step forward toward a greener world, which simultaneously decreases the green issues.This paper presents an empirical study of the green issues and the green products, comparing them with the attitude of the consumers from the young generation. In this paper, the study is mostly concerned with the young generation wherein the factors affecting their buying behavior are analyzed so as to trace the important factors that drive the young generation into changing their consumption patterns from the conventional product to the green products. Here the study also analyzes the knowledge and the awareness level of the consumers about the green issues, and about the green products and their benefits to oneself and the environment. Besides, a comparison is also done between several factors/variables and the consumers' age so that it can be easily understood that which variables attract which age group.In this study, various objectives were set. The hypothesis was developed to check the significance level of the relations between young consumers and their attributes. An initial survey was done by distributing a questionnaire online as well as offline. The analysis result says that the young generation consumers have a high degree of awareness and knowledge regarding the green issues and products, which further drives them to buy the green products. 1 | INTRODUCTION As we know, the consumption of products by consumers has increased rapidly over the last two decades, which is leading to a greater depletion of natural resources and a negative effect on the environment (Chen & Chai, 2010). The consumer needs are evolving daily, and brand loyalty is being continuously redefined. It is also seen that the depletion of resources is causing serious impacts like global warming, pollution, and depletion of flora and fauna (Chen & Chai, 2010). Due to the above reasons, the concepts of Green Products and Green Marketing have come into an existence. Green Marketing is defined as the process of marketing and selling of the

Young Consumers’ Green Purchasing Behavior: The Influence of Environmental Awareness and Green Marketing

2021

The increase in the amount of waste is highlighting a fairly high problem in Indonesia nowadays. With the awareness of this problem, many manufacturers have started to create environmentally friendly products such as stainless steel straws. The stainless steel straw is quite a breakthrough to start the market using a green marketing strategy. This study aims to determine the effect of environmental awareness and green marketing on purchasing decisions of young consumers on stainless steel straws. The approach used in this research was quantitative. The populations in this study were students who have used stainless steel straws. There were 345 respondents. The purposive sampling technique was used to obtain data, with criteria: 1) ever bought a stainless steel straw; (2) 18-22 years old. The data analysis was multiple linear analysis test. The results of this study indicated that environmental awareness has no effect on purchasing decisions, while green marketing has an effect on pu...

The Influence of Environmental Knowledge on Green Purchase Intention the Role of Attitude as Mediating Variable

International Journal of Multicultural and Multireligious Understanding, 2019

This study aims to investigate relational relationship between Environmental Knowledge, Green Brand Image, Attitude towards green products, and Green Purchase Intention in increasing interest in buying environmentally friendly body care and cosmetic products. The analysis technique used is Quantitative Analysis. The research samples were students in State Universities in Manado, Indonesia who have the intention to buy The Body Shop products. The analysis tool used is Smart PLS. The findings of this study signify that Environmental Knowledge have no significant direct effect on consumers’ Green Purchase Intention. More important, Attitude is found to have a full mediation effect on the relationship of Environmental Knowledge and green Purchase Intention.

Understanding Youth’s Attitude towards Green Products

SUSTAINABLE COMPETITIVE ADVANTAGE: A ROAD TO SUCCESS, 2015

In the modern era of globalization, it has become a challenge to keep the business organisations as well as consumers in fold and even keep our natural environment safe and that is the biggest need of the time (Shrikanth and Raju, 2012). “Green” is the buzzword that is gaining huge popularity among the present generation, 87% of people from various nations like Brazil, Canada, China, France, Germany, India, the UK and the US have shown an interest in reducing their impact on the environment. The overall market for green marketing is said to be worth $ 3.5 trillion by the year 2017, according to a report by Global Industry Analysts Inc. of 2013 (Mitra, 2014). Green initiatives have emerged across nearly all consumer sectors including automobiles, electronics, durables, energy, health care, organic food and packaged goods and companies have succeeded in harnessing their “greenness” in attractive branding and using it as competitive weapon for greater market share. Global companies have redesigned product-mix strategy in variant form ranging from manufacturing products made from recycled products, products that can be recycled or reused, efficient products that save water, energy or fuel, save money, environmentally responsible packaging products e.g. McDonalds changed its packaging from polystyrene clamshell paper to recycled paper packaging, green labeled products, organic products and certified products that meet the environmental responsibility criteria. In India companies like Himalaya, Godrej, Dabur, Classmate, Maruti, Nutrilite etc. are manufacturing green products to attract environmental conscious consumers. Attitude and behaviour of Indian consumers towards green products have emerged as a force to reckon within accelerating growth of green marketing and became a focal point of marketing research.

A study on consumers perception for green products: An empirical study from India

INTERNATIONAL JOURNAL OF MANAGEMENT & INFORMATION TECHNOLOGY, 2013

The last three decades have seen a progressive increase in worldwide environmental consciousness due to rising evidence of environmental problems. Environmental protection is increasingly becoming a necessity and part of a bigger agenda in the urbanising world of developing countries. Given the increasing deterioration of the environment, India as a developing country need to prevent pollution and preserve its natural resources. Environmental attitudes constitute a significant part of environmental consciousness. Therefore, this paper empirically investigates the attitude of Indian consumers towards the environment in general. A survey was developed and administered across India. A total of 162 Indian consumers responded completed the questionnaire. The present paper made an attempt to understand the factor that influences environment conscious behaviour for green products. The finding of the study would help government to better understand consumers' environment conscious behav...