Effect of Consciousness in Sustainable Consumption Habits on Purchase Intention of Green Products : Comparison Study Between India and USA
DOI:
https://doi.org/10.17010/ijom/2024/v54/i10/174602Keywords:
sustainability
, consciousness for sustainable consumption (SC), sustainable consumption habits (SCH), purchase intention (PI), green products.Paper Submission Date
, September 30, 2023, Paper sent back for Revision, August 1, 2024, Paper Acceptance Date, August 25, Paper Published Online, October 15, 2024Abstract
Purpose : The paper highlighted the importance of understanding consumer orientation for sustainability as a function of their consciousness regarding sustainable consumption (SC) habits and its impact on the purchase intention (PI) of green products.
Methodology : The goal of a cross-national comparison study between India and the USA was to determine how consumer awareness of SC practices affected consumers’ intentions to buy green items. Data was collected from MBA students in both countries. A total of 112 samples from India and 145 samples from the USA were considered for the study.
Findings : The proposed model was tested using structural equation modeling with respondents from India and the USA. A moderation effect of the degree of SC habits on environmental dimensions was observed. The structural model’s mediation test, which examined the relationship between SC behaviors and the intended results of green product PI (while controlling for other variables) revealed a poorer model fit for both India and the USA.
Practical Implications : A correlation between greater environmental consciousness and more SC patterns was discovered, and vice versa. Studies revealed that cultural background, gender, and socioeconomic status — all had a big impact on the buying patterns of consumers.
Originality : Triple bottom line (TBL) notions were used in the study to add to the conversation about SC behaviors. Understanding cross-cultural variations in sustainable consumer behavior was improved by the insights it offered into the PIs of green items using a TBL approach across India and the USA.
Downloads
Published
How to Cite
Issue
Section
References
Ari, I., & Yikmaz, R. F. (2019). Chapter 4 - Greening of industry in a resource- and environment-constrained world. In Handbook of Green Economics (pp. 53–68). Academic Press. https://doi.org/10.1016/B978-0-12-816635-2.00004-3
Balderjahn, I., Peyer, M., Seegebarth, B., Wiedmann, K.-P., & Weber, A. (2018). The many faces of sustainability-conscious consumers: A category-independent typology. Journal of Business Research, 91, 83–93. https://doi.org/10.1016/j.jbusres.2018.05.022
Bhatti, K. K., & Negi, A. (2018). Determinants of green marketing leading to sustainable competitive advantage for retailers within the Delhi region. Indian Journal of Marketing, 48(8), 53–64. https://doi.org/10.17010/ijom/2018/v48/i8/130540
Bollino, C. A., & Polinori, P. (2011). Chapter 6 - Sustainability: Will there be the will and the means? In Energy, sustainability and the environment: Technology, incentives, behavior (pp. 137–164). Butterworth Heinemann. https://doi.org/10.1016/B978-0-12-385136-9.10006-3
Boobalan, K., & Nachimuthu, G. S. (2020). Organic consumerism: A comparison between India and the USA. Journal of Retailing and Consumer Services, 53, 101988. https://doi.org/10.1016/j.jretconser.2019.101988
Braccini, A. M., & Margherita, E. G. (2019). Exploring organizational sustainability of industry 4.0 under the triple bottom line: The case of a manufacturing company. Sustainability, 11(1), 36. https://doi.org/10.3390/su11010036
Chen, C.-C., Sujanto, R. Y., Tseng, M.-L., Chiu, A. S., & Lim, M. K. (2021). How is the sustainable consumption intention model in food industry under preference uncertainties? The consumer willingness to pay on recycled packaging material. Sustainability, 13(21), 11578. https://doi.org/10.3390/su132111578
Clark, R. A., Haytko, D. L., Hermans, C. M., & Simmers, C. S. (2019). Social influence on green consumerism: Country and gender comparisons between China and the United States. Journal of International Consumer Marketing, 31(3), 177–190. https://doi.org/10.1080/08961530.2018.1527740
Denyse, M., & Bhagat, D. (2018). Examining the role of intention and perceived behavioral control on purchase of ethical products in Rwanda. Indian Journal of Marketing, 48(5), 21–35. https://doi.org/10.17010/ijom/2018/v48/i5/123442
Gammoh, B. S., Okoroafo, S. C., & Koh, A. C. (2019). Cultural influences on environmental consciousness and green environmental behavior. International Journal of Marketing Studies, 11(1), 20–29. https://doi.org/10.5539/ijms.v11n1p20
Ghose, A., & Chandra, B. (2018). Consumption behavior towards green durable products: The moderating role of demographics. Indian Journal of Marketing, 48(6), 22–41. https://doi.org/10.17010/ijom/2018/v48/i6/127834
Gillespie, B., & Rogers, M. M. (2016). Sustainable supply chain management and the end user: Understanding the impact of socially and environmentally responsible firm behaviors on consumers' brand evaluations and purchase intentions. Journal of Marketing Channels, 23(1–2), 34–46. https://doi.org/10.1080/1046669X.2016.1147885
Ha, H.-Y., & Janda, S. (2012). Predicting consumer intentions to purchase energyâ€efficient products. Journal of Consumer Marketing, 29(7), 461– 469. https://doi.org/10.1108/07363761211274974
Hagger, M. S. (2019). The reasoned action approach and the theories of reasoned action and planned behavior. In D. S. Dunn (ed.), Oxford bibliographies in psychology. Oxford University Press. https://doi.org/10.1093/obo/9780199828340-0240
Han, H., Hsu, L.-T., & Sheu, C. (2010). Application of the theory of planned behavior to green hotel choice: Testing the effect of environmental friendly activities. Tourism Management, 31(3), 325–334. https://doi.org/10.1016/j.tourman.2009.03.013
Hsu, S. Y., Chang, C.-C., & Lin, T. T. (2019). Triple bottom line model and food safety in organic food and conventional food in affecting perceived value and purchase intentions. British Food Journal, 121(2), 333–346. https://doi.org/10.1108/BFJ-07-2017-0403
Huang, C.-C., Yen, S.-W., Liu, C.-Y., & Huang, P.-C. (2014). The relationship among corporate social responsibility, service quality, corporate image, and purchase intention. International Journal of Organizational Innovation, 6(3), 68–84.
Huneke, M. E. (2005). The face of the un-consumer: An empirical examination of the practice of voluntary simplicity in the United States. Psychology & Marketing, 22(7), 527–550. https://doi.org/10.1002/mar.20072
Irfan, M., Hassan, M., & Hassan, N. (2018). Unravelling the fuzzy effect of economic, social and environmental sustainability on the corporate reputation of public-sector organizations: A case study of Pakistan. Sustainability, 10(3), 769. https://doi.org/10.3390/su10030769
Iyer, P., Davari, A., & Paswan, A. (2016). Green products: Altruism, economics, price fairness and purchase intention. Social Business, 6(1), 39–64. https://doi.org/10.1362/204440816X14636485174912
Iyer, R., & Muncy, J. A. (2009). Purpose and object of anti-consumption. Journal of Business Research, 62(2), 160–168. https://doi.org/10.1016/j.jbusres.2008.01.023
Jamil, K., Ali, M. A., & Iqbal, A. (2017). Exploring brand awareness, customer loyalty and perceived quality: How they ensure profitability and generate purchase intention: A study on cosmetic industry of Pakistan. Journal of Social and Development Sciences, 8(3), 40–45. https://doi.org/10.22610/jsds.v8i3.1974
Jansson, J., & Dorrepaal, E. (2015). Personal norms for dealing with climate change: results from a survey using moral foundations theory. Sustainable Development, 23(6), 381–395. https://doi.org/10.1002/sd.1598
Jebarajakirthy, C., & Lobo, A. C. (2014). War affected youth as consumers of microcredit: An application and extension of the theory of planned behaviour. Journal of Retailing and Consumer Services, 21(3), 239–248. https://doi.org/10.1016/j.jretconser.2014.02.003
Keith, T. Z. (2019). Multiple regression and beyond: An introduction to multiple regression and structural equation modeling. Routledge.
Kumar, A., Prakash, G., & Kumar, G. (2021). Does environmentally responsible purchase intention matter for consumers? A predictive sustainable model developed through an empirical study. Journal of Retailing and Consumer Services, 58, 102270. https://doi.org/10.1016/j.jretconser.2020.102270
Laheri, V. K. (2020). Moderating effect of facilitators and barriers for purchase of green products in India. Indian Journal of Marketing, 50(3), 7–21. https://doi.org/10.17010/ijom/2020/v50/i3/151026
Laurell, H., Karlsson, N. P., Lindgren, J., Andersson, S., & Svensson, G. (2019). Re-testing and validating a triple bottom line dominant logic for business sustainability. Management of Environmental Quality: An International Journal, 30(3), 518–537. https://doi.org/10.1108/MEQ-02-2018-0024
Ledermann, T., & Kenny, D. A. (2015). A toolbox with programs to restructure and describe dyadic data. Journal of Social and Personal Relationships, 32(8), 997–1011. https://doi.org/10.1177/0265407514555273
Liobikienė, G., & Poškus, M. S. (2019). The importance of environmental knowledge for private and public sphere pro-environmental behavior: Modifying the value-belief-norm theory. Sustainability, 11(12), 3324. https://doi.org/10.3390/su11123324
Liu, S., Kasturiratne, D., & Moizer, J. (2012). A hub-and-spoke model for multi-dimensional integration of green marketing and sustainable supply chain management. Industrial Marketing Management, 41(4), 581–588. https://doi.org/10.1016/j.indmarman.2012.04.005
Ogiemwonyi, O. (2022). Factors influencing generation Y green behaviour on green products in Nigeria: An application of theory of planned behaviour. Environmental and Sustainability Indicators, 13, 100164. https://doi.org/10.1016/j.indic.2021.100164
Otika, U. S., Olise, C. M., & Uche, D. B. (2021). Factors influencing ethical consumption behaviour among consumers in Nigeria. Global Journal Advanced Research, 8(2), 26–38. https://www.gjar.org/publishpaper/vol8issue2/d1054r70.pdf
Park, H., & Kim, Y.-K. (2016). An empirical test of the triple bottom line of customer-centric sustainability: The case of fast fashion. Fashion and Textiles, 3(1), 25. https://doi.org/10.1186/s40691-016-0077-6
Paul, J., Modi, A., & Patel, J. (2016). Predicting green product consumption using theory of planned behavior and reasoned action. Journal of Retailing and Consumer Services, 29, 123–134. https://doi.org/10.1016/j.jretconser.2015.11.006
Premi, H., Sharma, M., & Dangayach, G. S. (2021). Green marketing: A systematic literature review. Indian Journal of Marketing, 51(8), 39–57. https://doi.org/10.17010/ijom/2021/v51/i8/165761
Rajan, C. R., Swaminathan, T. N., & Pavithra, M. R. (2017). Key drivers of purchase intent by Indian consumers in omni-channel shopping. Indian Journal of Marketing, 47(5), 7–20. https://doi.org/10.17010/ijom/2017/v47/i5/114233
Roberts, J. A. (1996). Green consumers in the 1990s: Profile and implications for advertising. Journal of Business Research, 36(3), 217–231. https://doi.org/10.1016/0148-2963(95)00150-6
Roy, M. (2020). Sustainable development strategies: Engineering, culture and economics (1st ed.). Butterworth Heinemann. https://shop.elsevier.com/books/sustainable-development-strategies/roy/978-0-12-818920-7
Shankar, R. S. (2020). Impact of cognitive and affective image on tourists' travel motivation. Indian Journal of Marketing, 50(5–7), 35–45. https://doi.org/10.17010/ijom/2020/v50/i5-7/152118
Sharief, Z., & Panghal, A. (2023). Sustainable consumption: Consumer behavior when purchasing sustainability-labeled food products. Indian Journal of Marketing, 53(8), 47–65. https://doi.org/10.17010/ijom/2023/v53/i8/172975
Sharma, R. R., & Kaur, T. (2024). Determinants of the effects of sustainability marketing on consumers' purchase intentions: An empirical investigation. IIM Kozhikode Society & Management Review, 13(2), 228–241. https://doi.org/10.1177/22779752211009005
Shuter, R., Dutta, U., Cheong, P., Chen, Y., & Shuter, J. (2018). Digital behavior of university students in India and the U.S.: Cultural values and communication technologies in the classroom. Western Journal of Communication, 82(2), 160–180. https://doi.org/10.1080/10570314.2017.1294703
Taufique, K. M., & Vaithianathan, S. (2018). A fresh look at understanding green consumer behavior among young urban Indian consumers through the lens of theory of planned behavior. Journal of Cleaner Production, 183, 46–55. https://doi.org/10.1016/j.jclepro.2018.02.097
Verma, V. K., & Chandra, B. (2018). An application of theory of planned behavior to predict young Indian consumers' green hotel visit intention. Journal of Cleaner Production, 172, 1152–1162. https://doi.org/10.1016/j.jclepro.2017.10.047
Welch, D., & Warde, A. (2015). Theories of practice and sustainable consumption. In L. Reisch, & J. Thøgersen (eds.), Handbook of research on sustainable consumption (pp. 84–100). Edward Elgar Publishing.
