Title: Antecedents of green consumer behaviour: a study of consumers in a developing country like India

Authors: Aradhana Gandhi; Pratima Sheorey

Addresses: Symbiosis Centre for Management and Human Resource Development, Symbiosis International University Symbiosis Infotech Campus, Plot No. 15, Rajiv Gandhi Infotech Park, MIDC, Hinjewadi, Pune – 411057, India ' Symbiosis Centre for Management and Human Resource Development, Symbiosis International University Symbiosis Infotech Campus, Plot No. 15, Rajiv Gandhi Infotech Park, MIDC, Hinjewadi, Pune – 411057, India

Abstract: This paper aims to explore the parameters that affect the purchase behaviour of green consumers in a developing country like India. An empirical study was conducted in which data were collected through an e-survey. 437 people aged 18-55 and belonging to seven cities across India participated in the survey. The study suggests that marketers and regulators should educate citizens about environmental concerns, thereby generating awareness towards buying green products. Social influence has been identified as an important determinant of green consumer behaviour, therefore, marketers should use social media extensively to encourage people to share their experiences related to green purchases, products and behaviour; doing so would influence others and help promote similar behaviour. Ethics has been identified as another important determinant of green consumer behaviour. Keeping this in mind, marketers can identify people who are already a part of some sustainability drive as their target segment for selling green products. Findings of the study would help organisations better understand Indian consumers' behaviour and attitude towards green products. Such understanding may help increase sales and also promote environmentally friendly behaviour among consumers of a developing country like India.

Keywords: India; green marketing; green consumer behaviour; social influence; ethics; environmental concern.

DOI: 10.1504/IJPSPM.2019.101061

International Journal of Public Sector Performance Management, 2019 Vol.5 No.3/4, pp.278 - 292

Received: 20 Feb 2018
Accepted: 12 Jun 2018
Published online: 23 Jul 2019 *

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