Title: A fresh look at environment friendly customer's profile: evidence from India

Authors: Ishani Patharia; Sanjay Rastogi; Ravinder Vinayek; Sheetal Malik

Addresses: Department of Commerce, Bhagat Phool Singh Mahila Vishwavidyalaya, Haryana – 131305, India ' Indian Institute of Foreign Trade, New Delhi – 110016, India ' Delhi School of Professional Studies and Research, New Delhi – 110085, India ' Management Department, IMS Ghaziabad University Course Campus, 201015, India

Abstract: Increasing environmental concern has led to global pressure on companies to produce environment friendly products. There is a corresponding need to improve environment friendly purchase behaviour. This paper provides a precise profile of environment friendly customers of electronic products by performing logistic regression analysis. Data was collected from 589 Indian customers who had purchased electronic products during the six months before participating in the survey. The results reveal that people with high environmental concern, having good knowledge about environmental problems and their solutions through environment friendly buying behaviour will buy environment friendly electronic products if they have trust in product attributes and believe that their actions contribute towards environmental sustainability. These findings provide very important clues to design pragmatic strategies to improve environment friendly purchase behaviour.

Keywords: environment friendly customer's profile; developing economy; GPB; green purchase behaviour; theory of planned behaviour; perceived consumer effectiveness; government efforts; logistic regression; environment concern; environmental knowledge and awareness; trust.

DOI: 10.1504/IJEBR.2020.110425

International Journal of Economics and Business Research, 2020 Vol.20 No.3, pp.310 - 321

Received: 09 Dec 2019
Accepted: 16 Mar 2020
Published online: 19 Oct 2020 *

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