Title: Antecedents of Indian green consumer purchase intentions and behaviour: a review and future research directions

Authors: Rajat Gera; Priyanka Chadha

Addresses: School of Commerce and Management Studies, Jain (Deemed-to-be University), Bangalore, India ' Manav Rachna University, Sector 43, Aravalli Hills, Manav Rachna Campus Rd., Faridabad, Haryana 121004, India

Abstract: The selected papers on the antecedent factors of green consumer purchase intentions and behaviour in the Indian context are reviewed within the inductively derived themes of research methodologies used, theoretical models and antecedent factors of green purchase intentions (GPI) and green purchase behaviour (GPB). The antecedent factors are categorised according to the values-beliefs-attitudes-behaviour chain. Additional categories of 'socio-demographics/psychographics', 'personality', 'social conformity', and 'contextual' are created to include the factors not covered by the conceptual framework used for analysis and to enhance the scope of the study. Green purchase intentions and behaviour of consumers in India are the functions of various cognitive, emotional, social, attitudinal, and contextual factors that can direct marketing action and government policy for the promotion of pro-environment behaviour. The market can be segmented through psychographics and socio-demographics. Past buying behaviour and habit are significant predictors of GPI and GPB in India, in contrast to global consumers.

Keywords: green marketing; green consumer behaviour; green consumers' attitude; pro-environmental behaviour; green purchase intentions; GPIs; India; narrative review; pro-social behaviour.

DOI: 10.1504/IJMP.2021.10037842

International Journal of Management Practice, 2021 Vol.14 No.4, pp.485 - 518

Received: 03 May 2020
Accepted: 02 Sep 2020

Published online: 28 Jul 2021 *

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