ABSTRACT
Consumers‟ attitudes and concerns for the environment are determinants of behavior and will manifest themselves in their lifestyles and green purchasing decisions. The objective of the present study was to explore whether variables, specific to environmental consciousness, were more suitable for characterizing consumers‟ purchasing decisions. Specifically, consumers‟ knowledge and attitudes towards recycling behavior and energy-efficient products were studied. One-way ANOVA Chi-Square test and percentage analysis were the statistical tools used. Results indicated that the consumers‟ overall environmental consciousness had a positive impact on green purchasing decisions. It was found that the recycling behavior aimed at reducing solid waste at landfill sites and conserving natural resources. Results indicated that the sample's overall environmental consciousness has a positive impact on green purchasing decisions. Such research is beneficial to marketers and retailers aiming to incorporate green concerns into their marketing mix. Simply claiming to be „green‟ is no longer enough. Instead, marketers must show how consumers choosing green products are helpful in the struggle to preserve the environment and how others are better off as a result of it.
Keywords: Green marketing, Consumers‟ behavior, Consumers‟ attitudes.
Received : 09th September 2019
Accepted : 16th September 2019
Published : 15th October 2019
1. Balderjahn I. “Personality variables and environmental attitudes as predictors of ecologically responsible consumption patterns”, Journal of Business Research, Volume 17, Issue 1,1988;pp. 51-56.
2. Kulkarni Prasad, Times of India 23 March 2008,pp. 13.
3. Milfont Taciano L. and Duckitt John, “The environmental attitudes inventory: A valid and reliable measure to assess the structure of environmental attitudes”, Journal of Environmental Psychology ,Volume 30, Issue 1, March 2010, pp. 80-94.
4. Ottman, Jacquelyn A. "Industry's Response to Green Consumerism", Journal of Business Strategy, Vol. 13 Iss: 4, 1992; pp.3 – 7.
5. Raymond De Young, “Changing Behavior and Making it Stick The Conceptualization and Management of Conservation Behavior”, Environment and Behavior vol. 25 no. 3 May 1993; pp. 485-505.
6. Roome D. N. and Hinnells, M., “Environmental factors in the management of new product development: Theoretical framework and some empirical evidence from the white goods industry”. Business Strategy and the Environment, no.2:1993; pp. 12–27.
7. Souvik Sanyal “Shareholder to get E-mails now as part of green drive” The Economic Times 28 April 2011.