Demographic and psychographic antecedents of ecologically conscious consumer behaviour: an empirical investigation
by Kavita Srivastava; Deepak Chawla
International Journal of Indian Culture and Business Management (IJICBM), Vol. 14, No. 4, 2017

Abstract: Researchers have continued to study green consumers' characteristics, habits, and lifestyle, which significantly influence their buying behaviour. In the same vein, the present study aims to measure the role of consumer demographics, i.e., age, gender, education, income, and marital status and psychographic characteristics such as perceived consumer effectiveness, environmental concern, altruism and liberalism in predicting ecological conscious buying behaviour. The research employed a survey-based method to test at theoretically grounded set of hypotheses. A structured questionnaire of 32 items was administered on 306 respondents to collect the data. Three statistical models were tested using regression analyses to test the hypotheses. All three models were found significant. The results witnessed that psychographic characteristics of consumers are more important to predict ecologically conscious behaviour. The environmental concern is seen to be the most important variable followed by perceived consumer effectiveness and altruism. The implications of the findings and need for future research are discussed.

Online publication date: Tue, 06-Jun-2017

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