Title: Antecedents of consumer environmental attitude and intention to purchase green products: moderating role of perceived product necessity
Authors: Chirag Malik; Neeraj Singhal; Surendra Tiwari
Addresses: ICFAI Business School (IBS), Gurgaon – 122016 (Hr), India ' Apeejay School of Management, Sector 8 Dwarka, India ' Institute of Technology and Science, Grand Trunk Road, Mohan Nagar, Ghaziabad, 201007, Uttar Pradesh, India
Abstract: With the increasing environmental problems, companies have started realising their moral and ethical duties and gradually adopting sustainable business practices. The challenging task of communicating with the consumers with varied attitude towards the environment can be undertaken by understanding the factors influencing environmental attitude. This paper aims at identifying the antecedents of consumer environmental attitude (CEA) and studying its relationship with the green purchase intention (GPI) and to find out the moderating effect of perceived product necessity on the relationship of CEA and GPI. A conceptual model has been proposed and tested using confirmatory factor analysis and SEM. From a dataset of 729 Indian consumers, it has been found that four antecedents; environmental knowledge, environmental concern, interpersonal influence and collectivism are positively related to CEA which is further positively related to GPI. It has also been found that perceived product necessity does not moderate the relationship between CEA and GPI.
Keywords: consumer environmental attitude; CEA; environmental knowledge; environmental concern; collectivism; individualism; green purchase intention; GPI; perceived product necessity; PPN; structural equation modelling; green consumers.
International Journal of Environmental Technology and Management, 2017 Vol.20 No.5/6, pp.259 - 279
Received: 13 Jul 2017
Accepted: 23 Jul 2017
Published online: 13 Apr 2018 *