Title: Green consumerism: overview and further research directions

Authors: Aasha Sharma; Seema Joshi

Addresses: Symbiosis Institute of Operations Management, (Constituent of Symbiosis International University), Plot No-A-23, Shravan Sector, CIDCO, New Nasik – 422001, India ' School of Management Studies, North Maharashtra University, Bambori, Jalgaon – 425001, India

Abstract: This paper examines existing literature on green consumerism and discusses various influences on green purchase behaviour. The study digs into less explored influences mainly the role of environmental concern and green product attributes on actual behaviour. The proposed model is adapted from Theory of planned behaviour, built on the premise that environmental knowledge, environmental attitude and perceived consumer effectiveness leads to green purchase intention. But purchase intention and actual behaviour is mediated by environmental concern. Depending on the level of environmental concern which may be high or low the influence of green product attributes namely perceived relative advantage (cost benefit), perceived risks and product parity, on the purchase behaviour can be predicted.

Keywords: green consumerism; green purchasing; purchase behaviour; environmental concerns; green product attributes; consumer behaviour; theory of planned behaviour; TPB; environmental knowledge; environmental attitudes; perceived effectiveness; purchase intention; green products.

DOI: 10.1504/IJPMB.2017.083106

International Journal of Process Management and Benchmarking, 2017 Vol.7 No.2, pp.206 - 223

Received: 14 Mar 2015
Accepted: 28 Jun 2015
Published online: 21 Mar 2017 *

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