Answering key questions on green consumption: A qualitative study among Indian youth

Abstract

The main objectives of this study are to (a) comprehend the definition of green consumption, (b) identify the products that are considered green by consumers, (c) understand the reasons behind green product consumption, and (d) decipher the possible implications of consuming green. To achieve these objectives, information‐rich young consumers were depth interviewed. Subsequently, thematic maps were developed using thematic analysis technique. In that, three major themes emerged as (a) personal factors, (b) social factors, and (c) environmental factors. These findings have implications primarily for scholars as this paper advances prior literature on the theory of planned behavior by looking at green consumption through the lens of young Indians. Also, it has implications for marketers as they may formulate strategies to market their green products on the basis of the factors identified in the paper.

Post-critical perspectives in Social Movement Learning

“…Such instances include: motivating others to adopt similar lifestyle changes (Costa et al, 2014), sharing knowledge and information with individuals not practicing deconsumption (Saraiva et al, 2020;Wilczak, 2016), arranging educational events like lectures and seminars (Papaoikonomou & Alarcón, 2017;Chatzidakis et al, 2012), participating in cooperative volunteering (Gowan & Slocum, 2014), creating independent organizations (Chatzidakis et al, 2012), and establishing independent product certification systems (Papaoikinomou, 2013). The validation of interpreting deconsumers' everyday behaviours as manifestations of prefigurative politics is further reinforced by their profound recognition of socio-political and economic problems related to consumerism (Duda, 2020;Gupta & Acharya, 2019;Farkas, 2017;Casey et al, 2016;Bly et al, 2015;Carfagna et al, 2014;Howell, 2013. ), as well as the altruistic motivations reported by some of the research participants (Pelska, 2022;Gupta & Acharya, 2019;Kowal, 2016;Shaw et al, 2016;Bly et al, 2015;Howell, 2013).…”

“…The validation of interpreting deconsumers' everyday behaviours as manifestations of prefigurative politics is further reinforced by their profound recognition of socio-political and economic problems related to consumerism (Duda, 2020;Gupta & Acharya, 2019;Farkas, 2017;Casey et al, 2016;Bly et al, 2015;Carfagna et al, 2014;Howell, 2013. ), as well as the altruistic motivations reported by some of the research participants (Pelska, 2022;Gupta & Acharya, 2019;Kowal, 2016;Shaw et al, 2016;Bly et al, 2015;Howell, 2013).…”

Intenções Comportamentais De Jovens Universitários Em Relação À Compra Consciente

“…Contudo, em tempos de "Fake News", nota-se preocupação na maior parte dos graduandos (59,3%) em aferir a veracidade das informações antes de interromper o comércio com a organização (in_dc1). A intenção comportamental de compra expressada pelos respondentes delineia elementos associados ao consumidor responsável (Gupta & Acharya, 2019). Deste modo, os discentes atestam possuir consciência de que suas atitudes de consumo impactam o meio ambiente; alegam estar dispostos a alterar seus hábitos de consumo para melhorar a sustentabilidade do planeta; entendem que o combate aos problemas ambientais é responsabilidade comum a todos; tem suas atitudes de compra impactada por informações divulgadas pela mídia; além de optarem, em igualdade de condições de preço, por produtos e serviços verdes.…”

Analysis of Consumers’ Green Consumption Behavior against the Background of “Carbon Peak, Carbon Neutrality”—Based on Survey Data from Anhui Province

“…Beatson et al [13] applied social practice theory to green consumption, conducted in-depth interviews with Australian consumers, and made recommendations for reducing perceived barriers to the green consumption process. Gupta et al [14] conducted in-depth interviews with young Indian consumers and analyzed the factors influencing green consumption, focusing on three dimensions: personal, social, and environmental. Sreen et al [15] used Indian consumers as research objects and established an institutional framework to examine the effects of government and social pressure on the intention to purchase green products.…”