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Profiling green consumers through culture, beliefs and demographics: an Indian study

Author

Listed:
  • Naman Sreen
  • Pradip H. Sadarangani
  • Bidyut Jyoti Gogoi

Abstract

Consumers today not only view companies as profit centres, but also as institutions that should be sensitive to social problems such as environmental degradation. As a result, organisations have started considering the environmental needs of consumers by focusing on 'sustainability as a business goal'. Green products may help companies to improve their bottom line and brand image. This paper forms green consumer segments on the basis of cultural values, psychographics, and demographics. Demographics include income, gender and education. Cultural values include collectivism and long-term orientation (LTO) from Hofstede and man-nature orientation (MNO) from a value orientation model by Kluckhohn and Strodtbeck (1961). Psychographics are derived from theory of planned behaviour (TPB). The results indicate that there are four distinct segments. Two of these segments 'female green activists' and 'green outlook male activists' are identified as the groups that are more willing to buy green products. Finally, implications from the results are derived for practitioners and policy-makers to develop targeting strategies for these segments.

Suggested Citation

  • Naman Sreen & Pradip H. Sadarangani & Bidyut Jyoti Gogoi, 2019. "Profiling green consumers through culture, beliefs and demographics: an Indian study," International Journal of Indian Culture and Business Management, Inderscience Enterprises Ltd, vol. 19(2), pages 168-188.
    • Handle: RePEc:ids:ijicbm:v:19:y:2019:i:2:p:168-188
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    Citations

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    Cited by:

    1. Bhardwaj, Seema & Sreen, Naman & Das, Manish & Chitnis, Asmita & Kumar, Sushant, 2023. "Product specific values and personal values together better explains green purchase," Journal of Retailing and Consumer Services, Elsevier, vol. 74(C).
    2. Hongfan Zhang & Qurat Ul Ainn & Iram Bashir & Junaid Ul Haq & Mark A. Bonn, 2022. "Does Greenwashing Influence the Green Product Experience in Emerging Hospitality Markets Post-COVID-19?," Sustainability, MDPI, vol. 14(19), pages 1-16, September.
    3. Sreen, Naman & Dhir, Amandeep & Talwar, Shalini & Tan, Teck Ming & Alharbi, Fatimah, 2021. "Behavioral reasoning perspectives to brand love toward natural products: Moderating role of environmental concern and household size," Journal of Retailing and Consumer Services, Elsevier, vol. 61(C).

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