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Consumer Adoption of Green Products: Modeling the Enablers

Author

Listed:
  • Vishnu Nath

    (Vishnu Nath is Research Scholar, Uttarakhand Technical University, Dehradun, India. E-mail: reachme.nath@gmail.com)

  • Rupesh Kumar

    (Rupesh Kumar is Research Scholar, Department of Management Studies, I.I.T. Roorkee, India. E-mail: scholar.rupesh@gmail.com)

  • Rajat Agrawal

    (Rajat Agrawal is Assistant Professor, Department of Management Studies, I.I.T. Roorkee, Roorkee, India. E-mail: rajatfdm@iitr.ernet.in)

  • Aditya Gautam

    (Aditya Gautam is Director, Omkara Nanda Institute of Technology, Rishikesh, Uttarakhand. E-mail: adityag23@gmail.com)

  • Vinay Sharma

    (Vinay Sharma is Assistant Professor, Department of Management Studies, I.I.T. Roorkee, Uttarakhand, India. E-mail: vinayfdm@iitr.ernet.in)

Abstract

Environmentalism has become an important social and corporate issue during the twenty-first century. Consumers are becoming more environmentally conscious and are demanding green products from manufacturers. This has resulted in the emergence of new concepts like green marketing and green consumerism. Over the years various studies have investigated the concept of green consumer behaviour and have listed out factors that work as either barriers or enablers when it comes to consumer adoption of environmentally sustainable products or lifestyles. The present study aims to identify and evaluate the enablers that facilitate consumer adoption of green products. Using Interpretive Structural Modelling a series of initial relationships was established that predict how the joint effect of these enablers affect green consumer behaviour and green product adoption.

Suggested Citation

  • Vishnu Nath & Rupesh Kumar & Rajat Agrawal & Aditya Gautam & Vinay Sharma, 2013. "Consumer Adoption of Green Products: Modeling the Enablers," Global Business Review, International Management Institute, vol. 14(3), pages 453-470, September.
    • Handle: RePEc:sae:globus:v:14:y:2013:i:3:p:453-470
    DOI: 10.1177/0972150913496864
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    References listed on IDEAS

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    Cited by:

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    2. Verma, Vivek Kumar & Chandra, Bibhas & Kumar, Sumit, 2019. "Values and ascribed responsibility to predict consumers' attitude and concern towards green hotel visit intention," Journal of Business Research, Elsevier, vol. 96(C), pages 206-216.
    3. Matilde Giaccherini & David H. Herberich & David Jimenez-Gomez & John A. List & Giovanni Ponti & Michael K. Price, 2019. "The Behavioralist Goes Door-To-Door: Understanding Household Technological Diffusion Using a Theory-Driven Natural Field Experiment," NBER Working Papers 26173, National Bureau of Economic Research, Inc.
    4. Repaul Kanji & Rajat Agrawal, 2019. "Building a society conducive to the use of corporate social responsibility as a tool to develop disaster resilience with sustainable development as the goal: an interpretive structural modelling appro," Asian Journal of Sustainability and Social Responsibility, Springer, vol. 4(1), pages 1-25, December.

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