Analyzing the Sustainable behavioral Intentions: role of norms, beliefs and values on behavioral intentions Analyzing the Sustainable behavioral Intentions: role of norms, beliefs and values on behavioral intentions (original) (raw)

Sustainable development and green initiatives continue to receive increased attention in the domain of business and consumers behaviour. It is the duty of researchers, practitioner and policy makers to continuously identify factors that can affect the motivation and behaviour of people to act in accordance with green behaviour patterns. The concept of sustainability is a broad concept which covers variegated topics where the possibility of a clear definition is bleak; however, the theme of the debate boils down to the adoption of economic and social practices in the present with a social concern for the future. There is a research gap regarding the understanding of green consumer perception about green products in the context of marketplace. The purpose of the study is to examine the contributing factors (norms, beliefs and values) as a proxy of sustainable behaviour. To achieve the research objective a survey method was adopted by using convenience sampling. Data is analysed using ...