Management Journals | Marketing Management

The IUP Journal of Marketing Management

Impact of Environmental Consciousness and Knowledge on Purchase Intention and Behavior of Green Consumers

Article Details

Pub. Date	: Nov, 2023
Product Name	: The IUP Journal of Marketing Management
Product Type	: Article
Product Code	: IJMM041123
Author Name	: Vinoth S
Availability	: YES
Subject/Domain	: Marketing
Download Format	: PDF Format
No. of Pages	: 18

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Abstract

Climate change has resulted in ecological, economic, and social calamities, prompting countries to rethink their environmental protection laws and individuals to pay closer attention to the environment and encourage environmentally conscious purchasing patterns. Many businesses use climate change and global warming as marketing tools to encourage more eco-friendly purchasing decisions. For the present study, a total of 348 survey responses were collected from Indian customers. The underlying factors were determined by exploratory factor analysis, and the scale and the underlying structural model were then validated through confirmatory factor analysis and structural equation modeling, respectively. The findings showed that environmental knowledge, environmental consciousness, green purchasing intention, and green purchase behavior are all positively associated. Furthermore, the study revealed that green purchasing intention mediates between environmental knowledge, environmental consciousness and green purchase behavior. The proposed model has important practical implications for marketers develop ing green products.

Introduction

India has achieved phenomenal economic growth over the past two decades by institutionalizing an open trade policy and enhancing its financial market development (Agrawal, 2015). The rapid economic growth in India has had several undesirable effects. There has been an increase in air and water pollution, which has impacted infant mortality and life expectancy rates (Striessing et al., 2013).