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Factors Affecting Environmentally Responsive Consumption Behavior in India: An Empirical Study

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  • Abhinav Gupta
  • Upendra Singh

Abstract

Environmental marketing continues to be a heavily researched area, in part due to a heightened awareness and concern for the environment among consumers. An area that has received considerable research attention is the relationship of various environmental attitudes and intentions with environmental behavioral outcomes. The conventional approach has been to linearly relate environmental attitudes and intentions among themselves and with behavioral outcomes, even though no clear pattern has emerged. The objective of the study is to understand the impact of factors influencing environmentally responsive consumption behavior on purchase intentions and purchase behavior. Data were collected from 514 respondents from Delhi. From the findings of this article, it can be stated that purchase behavior is the direct outcome of purchase intention. Further, purchase intention shows direct significant relationship, with subjective norm, attitude toward the behavior, willingness to pay, environmental consciousness, green self-identity, and perceived behavior control.

Suggested Citation

  • Abhinav Gupta & Upendra Singh, 2019. "Factors Affecting Environmentally Responsive Consumption Behavior in India: An Empirical Study," Jindal Journal of Business Research, , vol. 8(1), pages 16-35, June.
  • Handle: RePEc:sae:jjlobr:v:8:y:2019:i:1:p:16-35
    DOI: 10.1177/2278682118810274
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    Cited by:

    1. Duong Cong Doanh & Katarzyna Gadomska-Lila & Le Thi Loan, 2021. "Antecedents of green purchase intention: a cross-cultural empirical evidence from Vietnam and Poland," Oeconomia Copernicana, Institute of Economic Research, vol. 12(4), pages 935-971, December.

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