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Socio-demographics as antecedents of green purchase intentions: a review of literature and testing of hypothesis on Indian consumers

Author

Listed:
  • Vishnu Nath
  • Rajat Agrawal
  • Aditya Gautam
  • Vinay Sharma

Abstract

Green marketing and green consumerism are on the rise, but not all consumers are equally green. The success in marketing green products depends on accurately identifying green consumer segments. The aim of this study is to examine the relationship of socio-demographic variables on Indian consumers' intention to purchase green products. In the current study, socio-demographic variables were considered as independent variables to segment and identify green consumers, while green purchase intentions were considered as a dependent variable. Using a sample of 545 responses obtained from a field survey conducted in two states of northern India, the multivariate regression model suggests that only education level is a significant predictor of green purchase intentions of Indian consumers. The study proposes certain implications for marketing and policy actors as well as for researchers that can be potentially useful for targeting green consumers in India and for conducting further research in this field.

Suggested Citation

  • Vishnu Nath & Rajat Agrawal & Aditya Gautam & Vinay Sharma, 2015. "Socio-demographics as antecedents of green purchase intentions: a review of literature and testing of hypothesis on Indian consumers," International Journal of Innovation and Sustainable Development, Inderscience Enterprises Ltd, vol. 9(2), pages 168-187.
  • Handle: RePEc:ids:ijisde:v:9:y:2015:i:2:p:168-187
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    Cited by:

    1. Andreas Niedermeier & Agnes Emberger‐Klein & Klaus Menrad, 2021. "Which factors distinguish the different consumer segments of green fast‐moving consumer goods in Germany?," Business Strategy and the Environment, Wiley Blackwell, vol. 30(4), pages 1823-1838, May.
    2. Balween Kaur & Veer P. Gangwar & Ganesh Dash, 2022. "Green Marketing Strategies, Environmental Attitude, and Green Buying Intention: A Multi-Group Analysis in an Emerging Economy Context," Sustainability, MDPI, vol. 14(10), pages 1-16, May.

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