Keywords- Green marketing; Purchasing behavior; Malaysia 1. Green purchasing can allow an organization to offset financial and environmental risk, rather than inheriting it from their suppliers. It signifies that consumer positive attitude towards green products does not alwaystranslate into action. In this way, it will help policy makers and managers in formulating and implementing strategies to encourage green purchasing.Peer review under responsibility of Holy Spirit University of Kaslik.We use cookies to help provide and enhance our service and tailor content and ads. By continuing you agree to the Copyright © 2020 Elsevier B.V. or its licensors or contributors.

Moreover, the translation of green purchasing intention to corresponding behavior is found to be more effective in the American sample. The results of the structural equation analysis indicate that attitude positively influences intention to purchase green products. Hosting by Elsevier B.V.ScienceDirect ® is a registered trademark of Elsevier B.V. This discrepancy or gap between consumers’ favourable attitude towards, and actual purchase behaviour of green products is referred to as ‘green purchasing inconsistency’ or ‘green attitude-behaviour gap’. On the other hand, gender doesn’t have a significant effect on green purchasing behavior. Age is one of the main factors to determine the green purchasing behavior on an individual in many studies. Different level of age will encompass different level thoughts towards environmental issues. Moreover the measure of GPI was found to be the fundamental predictor of Green purchase behaviour (GPB) in the model. All These factors are divided into those unique to the individual decision maker and those considered situational in nature. Many of those consumers turned to a powerful green consumerism force and demanded corporations to take their responsibility towards the society and the social issues (Peattie, 2001)[30]. INTRODUCTION Since the 1990s, more consumers started to show their concern over environmental issues. The model is based on ‘attitude-intention-behaviour’ and analysed by using structural equation modeling (SEM) from that data collected of 351 Indian consumers.The findings unveiled that Green purchase intention (GPI) was significantly and directly driven by Attitude towards green products (AGP), Environmental concern (EC), and Perceived consumer effectiveness (PCE) directly and indirectly via the mediating the role of AGP however, perceived environmental knowledge (PEK) was found to be insignificant effect on both AGP and GPI in this study. knowledge have all significant and positive effects on green purchasing behavior. ScienceDirect ® is a registered trademark of Elsevier B.V.Factors Affecting Green Purchase Behaviour and Future Research DirectionsCopyright © 2015 Holy Spirit University of Kaslik. ScienceDirect ® is a registered trademark of Elsevier B.V.Green purchasing behaviour: A conceptual framework and empirical investigation of Indian consumersScienceDirect ® is a registered trademark of Elsevier B.V. Alternatively, organizations may want to involve their suppliers at the design stage or develop a network to pre-qualify suppliers that … The present study identified four cognitive factors: environmental concern (EC), perceived consumer effectiveness (PCE), attitude towards green products (AGP), and perceived environmental knowledge (PEK) influencing on green purchase intention (GPI) directly and indirectly via the mediating role of AGP which in turn investigated with green purchasing behaviour (GPB) in order to validate the proposed research model in the Indian context.The model is based on ‘attitude-intention-behaviour’ and tested by using structural equation modeling.The study is perhaps the first that perceived consumer effectiveness is directly investigated with AGP and GPI in Indian context.The purpose of this empirical study is to operationalize the relationship of cognitive factors influencing on green purchase intention directly and indirectly via the mediating role of attitude towards green products which in turn investigated with green purchasing behaviour in order to validate the proposed research model in the Indian context of ecologically friendly buying behaviour. A path analysis shows that environmental attitudes of young consumers affect their green purchasing behavior, demonstrating the attitude-behavior model. Keywords: Green marketing, Green purchasing behavior, Consumer 1. The study also attempts to extend the TPB by including two additional variables, environmental concern (EC) and willingness to pay premium, in the framework. Straughan and Roberts (1999) also argue someone who full-grown up in the moment in which environmental … Building on the theory of planned behavior (TPB), the purpose of this paper is to understand the green buying behavior of educated millennials in India. By continuing you agree to the Copyright © 2020 Elsevier B.V. or its licensors or contributors. This study reviewed 53 empirical articles on green purchase behavior from 2000 to 2014. According to Shen and Saijo (2008), which stated that, young consumer will tend to more concern about environmental quality than elders consumers. This is one of the first study that reviewed articles related to attitude - behaviour inconsistencies in the context of green purchasing. Also, green purchasing behavior of consumers change based on their age group and income level. The paper informs about the main predictors of consumer's green purchase behavior. Green purchase behaviour refers to the purchase of environmentally friendly products or sustainable products those are ‘recyclable and ‘beneficial’ to the environment and avoiding such products which harm the environment and society (Chan, 2001, Mostafa, 2007).

It is essential to examine why environmental attitudes have a weaker … Consumer's environmental concern and products functional attributes emerged as the two major determinants of consumer green purchase behavior. Hence, the present model provides valuable inputs to policymakers and marketers to design from the perspective of green marketing policies and strategies in order to cope with the indigenous Indian context.We use cookies to help provide and enhance our service and tailor content and ads. This review identified various prevalent motives, facilitators and barriers affecting purchase decision-making towards green products and provides possible explanations for inconsistencies reported in green purchase behavior.

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