Title: Modelling drivers of millennials' green consumption behaviour: an interpretive structural modelling approach

Authors: Anu Gupta; Hemraj Verma; Vijay Kumar Jain; Pankaj Kumar

Addresses: Faculty of Management Studies, DIT University, Dehradun, India ' Faculty of Management Studies, DIT University, Dehradun, India ' Faculty of Management Studies, DIT University, Dehradun, India ' Faculty of Management Studies, DIT University, Dehradun, India

Abstract: Green consumption has occupied an important role due to the growing scarcity of natural resources and the rise in global temperatures. Increasing population and income of consumers, and wealth in the coming years are likely to put pressure on the resources. The solution to the above problem lies in the adoption of environmentally friendly products and sustainable consumption. The current study aims to identify and prioritise the enablers of green consumption behaviour among millennials. The interpretive structural modelling approach has been used to prioritise the enablers of green consumptions. A total of 13 enablers were identified based on literature and experts' opinion on green consumption. Green product experience, customer pressure, and information utility were found to be the most important enablers of green consumption behaviour. The finding of the study would help policymakers and marketers to encourage green consumption among millennials, thereby, improving the environment, cutting down emissions and environmental degradation.

Keywords: environmental degradation; ecological footprint; green consumptions; interpretive structural modelling; ISM.

DOI: 10.1504/IJEBR.2022.124280

International Journal of Economics and Business Research, 2022 Vol.24 No.1/2, pp.73 - 90

Received: 15 Jun 2020
Accepted: 28 Sep 2020
Published online: 21 Jul 2022 *

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