Green Products: Factors Exploring the Green Purchasing Behavior of South Indian Shoppers

Abstract

On the basis of the theory of planned behavior (TPB) approach, this exploratory study aims to examine factors exploring the green purchasing behavior of south Indian shoppers. The research study seeks to expand the planned behavior to include three additional variables, namely, environmental concern, knowledge, and media exposure. Data were collected from 429 respondents from three southern Indian states. Purposive and snowball samplings were adopted in the selection of respondents. The data were analyzed using factor analysis, Pearson’s correlation, and multiple regression. The findings concluded that subjective norms have no significant association with the green purchase intention. Variables such as media exposure, environmental concern, environmental knowledge, and perceived behavioral control had a significant impact on the green purchase intention, which, in turn, had a substantial effect on the green purchasing behavior. These results support the TPB model. This research will help green marketers to develop new green strategies and plans to increase sales volumes and build good relationships with targeted green customers.

Purchasing Eco-Sustainable Products: Interrelationship between Environmental Knowledge, Environmental Concern, Green Attitude, and Perceived Behavior

“…Previous studies revealed that EK was a significant contributor to consumers' buying intent and had a positive association with EA [23,24] and GPB [22]. EK is increasing in Indian consumers [25], and a higher degree of EK leads to better ecological performance and has a good effect on GPB [22,26]. EK and EC were the strongest determinants of GPB; EC was a mediating function between EK and GPB [27].…”

“…Exact data on environmental problems should make individuals more informed [20]. Due to high awareness of eco-sustainable goods, customers had strong and positive knowledge of green marketing and eco-sustainable products [21,22]. Previous studies revealed that EK was a significant contributor to consumers' buying intent and had a positive association with EA [23,24] and GPB [22].…”

“…Due to high awareness of eco-sustainable goods, customers had strong and positive knowledge of green marketing and eco-sustainable products [21,22]. Previous studies revealed that EK was a significant contributor to consumers' buying intent and had a positive association with EA [23,24] and GPB [22]. EK is increasing in Indian consumers [25], and a higher degree of EK leads to better ecological performance and has a good effect on GPB [22,26].…”

“…Customers with EC would increase both intention and the purchasing behaviour [30], and thus individual EC is a great incentive to buy. Likewise, EC had a strong impact on the design of green packaged items, and increased individual EC led consumers to buy eco-friendly goods, applications and vehicles to benefit the environment [6,8,10,[17][18][19]22,[31][32][33][34]. There was a strong correlation between EC and GPB [22,24].…”

“…Likewise, EC had a strong impact on the design of green packaged items, and increased individual EC led consumers to buy eco-friendly goods, applications and vehicles to benefit the environment [6,8,10,[17][18][19]22,[31][32][33][34]. There was a strong correlation between EC and GPB [22,24]. Consumer interest, social values and environmental values had a positive effect on consumer preference for green products [35] and EC had a positive significant impact on EA and GPI [7].…”