Title: Factors affecting adoption of green products among youths: a conceptual framework based on evidence from India

Authors: Bipul Kumar

Addresses: Marketing Department, Indian Institute of Management Indore, Prabandh Shikhar, Rau-Pithampur Road, Indore, Madhya Pradesh – 453331, India

Abstract: Green products have major contribution in changing the mind-set of consumers towards environmental protection, responsible consumption and overall value creation in an ethical manner. Despite efforts from marketers, the adoption of the green products has not been in line with the expectations. Although developed economies have experimented and learned many important cues with respect to the adoption of green products, the emerging economies are still in the transition phase. Using qualitative method, this study explores different psychographic and cultural factors interplaying in the decision-making process for adoption of green products in India. Based on value-belief-norm (VBN) theory, the study then develops a conceptual framework which includes some pertinent factors including a potential moderating factor affecting the adoption of green products. The study provides some important insights for the practitioners and the policy makers.

Keywords: green products; collectivistic culture; environmental reciprocity; self-efficacy; risk proneness; value-belief-norm theory; VBN; youth; young people; emerging economies; India; environmental protection; responsible consumption; value creation; ethics; cultural factors; psychographic factors; culture.

DOI: 10.1504/IJICBM.2016.077639

International Journal of Indian Culture and Business Management, 2016 Vol.13 No.1, pp.111 - 126

Received: 27 May 2015
Accepted: 25 Jul 2015
Published online: 07 Jul 2016 *

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