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Environmental attitude and ecological behaviour of Indian consumers

Author

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  • Narendra Singh
  • Karnika Gupta

Abstract

Purpose - To create a sustainable environment, the aim of this study is to explore and identify the components of environmental attitude that can drive the specific ecological behaviour of Indian consumers. Further, it defines environmental attitude components as moderators and investigates them as predictor of ecological behaviour. Design/methodology/approach - The constructs of environmental attitude (EA) and ecological behaviour (EB) are measured using standardized scales with modifications that represent demography of Indian consumers, then, introduced among 300 respondents. Factor analysis, correlations of the factors, and regression analysis are used to draw the results. Findings - Constructs of EA and EB are found to be multidimensional and support the literature. Many of their components are found to be significantly correlated inferring that consumers behave ecologically in specific manners depending on the formed attitude. Also, findings suggest that EA components work as predictors of EB. Further, developing a positive environmental attitude is a step to achieve sustainable environment. Research limitations/implications - An attempt is made to improve scales to best suit Indian conditions but development of a reliable and valid measure never ends. This may partly limit the generality of the results. To study fresh issues on Indian conditions, a new scale index can be tested. Researcher, producers, media, policy planners and executives will get a cue to generate relevant value of their work. Originality/value - The paper is a maiden attempt on Indian consumers and has enough potential to change the behaviour for achieving sustainable living. It will strengthen the literature in extrapolating the consumer classes besides identifying two new components of EB: costly exercise and uncaring behaviour.

Suggested Citation

  • Narendra Singh & Karnika Gupta, 2013. "Environmental attitude and ecological behaviour of Indian consumers," Social Responsibility Journal, Emerald Group Publishing Limited, vol. 9(1), pages 4-18, March.
    • Handle: RePEc:eme:srjpps:v:9:y:2013:i:1:p:4-18
    DOI: 10.1108/17471111311307787
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    Citations

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    Cited by:

    1. J. Shanti & Gaurav Joshi, 2022. "Examining the impact of environmentally sustainable practices on hotel brand equity: a case of Bangalore hotels," Environment, Development and Sustainability: A Multidisciplinary Approach to the Theory and Practice of Sustainable Development, Springer, vol. 24(4), pages 5764-5782, April.
    2. Moeun Saut & Tithdane Saing, 2021. "Factors affecting consumer purchase intention towards environmentally friendly products: a case of generation Z studying at universities in Phnom Penh," SN Business & Economics, Springer, vol. 1(6), pages 1-20, June.
    3. Ángel Peiró-Signes & Marival Segarra-Oña, 2018. "How past decisions affect future behavior on eco‐innovation: An empirical study," Business Strategy and the Environment, Wiley Blackwell, vol. 27(8), pages 1233-1244, December.
    4. Yong Ming Wang & Hafiz Muhammad Fakhar Zaman & Abdul Khaliq Alvi, 2022. "Linkage of Green Brand Positioning and Green Customer Value With Green Purchase Intention: The Mediating and Moderating Role of Attitude Toward Green Brand and Green Trust," SAGE Open, , vol. 12(2), pages 21582440221, June.
    5. Paul, Justin & Modi, Ashwin & Patel, Jayesh, 2016. "Predicting green product consumption using theory of planned behavior and reasoned action," Journal of Retailing and Consumer Services, Elsevier, vol. 29(C), pages 123-134.
    6. Franky Varah & Mirinchonme Mahongnao & Deep Jyoti Francis & Tuisem Shimrah, 2020. "Measuring environmental attitudes and behaviors: a study of undergraduate students in Delhi," Natural Hazards: Journal of the International Society for the Prevention and Mitigation of Natural Hazards, Springer;International Society for the Prevention and Mitigation of Natural Hazards, vol. 103(1), pages 1291-1306, August.

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