본문 바로가기
KERD
논문KCI 등재

Influence of green self-identity, past environmental behaviour and income on Indian consumers’ environmentally friendly behaviour

Arpita Khare
한국마케팅과학회 (Korean Scholars of Marketing Science)|2015.09|Journal of Global Scholars of Marketing Science(마케팅과학연구) (全球营销科学学报)|제25권 제4호|pp. 379-395|DOI http://dx.doi.org/10.1080/21639159.2015.1073423

0

조회

0

다운로드

2

인용

0

참고문헌

키워드

India印度demographicsgreen self-identitygreen gauge for past environmental attitudes绿色身份认同前环境态度绿色衡量前环境购买行为绿色衡量人口因素
주제분류경영학

초록

The current research examines the moderating role of demographics on green selfidentity and green gauge past environmentally friendly behaviour in predicting Indian consumers’ environmentally friendly buying behaviour. Data was collected through mall intercept technique in six cities across India. Green self-identity and past environmentally friendly behaviour predicted Indian consumers’ environmentally friendly buying behaviour. Among demographic factors, income influenced consumers’ environmentally friendly behaviour. The findings can help companies understand the role of green self-identity and past environmentally friendly buying behaviour in predicting Indian consumers’ environment-related concerns. Advertising and promotional messages for green products should link green self-identity in positioning and targeting decisions. Advertisements should project “green personalities” that highlight people having a commitment towards protecting the environment. This would create social awareness and portray positive implications of pursuing environmentally friendly behaviour. Research on environmentally friendly behaviour in India has not examined the role of individual factors in discussing Indian consumers’ awareness of green products. This research attempts to fill the gap by understanding the role of green self-identity and past environment-related behaviour in consumers’ purchase behaviour.

Abstract

The current research examines the moderating role of demographics on green selfidentity and green gauge past environmentally friendly behaviour in predicting Indian consumers’ environmentally friendly buying behaviour. Data was collected through mall intercept technique in six cities across India. Green self-identity and past environmentally friendly behaviour predicted Indian consumers’ environmentally friendly buying behaviour. Among demographic factors, income influenced consumers’ environmentally friendly behaviour. The findings can help companies understand the role of green self-identity and past environmentally friendly buying behaviour in predicting Indian consumers’ environment-related concerns. Advertising and promotional messages for green products should link green self-identity in positioning and targeting decisions. Advertisements should project “green personalities” that highlight people having a commitment towards protecting the environment. This would create social awareness and portray positive implications of pursuing environmentally friendly behaviour. Research on environmentally friendly behaviour in India has not examined the role of individual factors in discussing Indian consumers’ awareness of green products. This research attempts to fill the gap by understanding the role of green self-identity and past environment-related behaviour in consumers’ purchase behaviour.

참고문헌 (82)

  1. Agarwal, P., "Green marketing in India: Emerging opportunities and challenges", Global Journal of Commerce and Management Perspective, 2, pp.85~88 (2013)
  2. Jung-Min Ahn, "Different impacts of normative influences on pro-environmental purchasing behavior explained by differences in individual characteristics", Journal of Global Scholars of Marketing Science(마케팅과학연구), 22(2), pp.163~182 (2012), 한국마케팅과학회[DOI]
  3. Gary Akehurst, "Re‐examining green purchase behaviour and the green consumer profile: new evidences", Management Decision, 50(5), pp.972~988 (2012), Emerald[DOI]
  4. Bang, H., "Consumer concern, knowledge, belief, and attitude toward renewable energy : An application of the reasoned action theory", Psychology and Marketing, 17, pp.6~26 (2000)
  5. Bhalla, G., "Cross-cultural marketing research : A discussion of equivalence issues and measurement strategies", Psychology & Marketing, 4, pp.275~285 (1987)
  6. Suku Bhaskaran, "Environmentally sustainable food production and marketing", British Food Journal, 108(8), pp.677~690 (2006), Emerald[DOI]
  7. Abhijit Biswas, "The Recycling Cycle: An Empirical Examination of Consumer Waste Recycling and Recycling Shopping Behaviors", Journal of Public Policy & Marketing, 19(1), pp.93~105 (2000), American Marketing Association (AMA)[DOI]
  8. Norm Borin, "Consumer effects of environmental impact in product labeling", Journal of Consumer Marketing, 28(1), pp.76~86 (2011), Emerald[DOI]
  9. Alan J. Bush, "An Assessment of the Mall Intercept as a Data Collection Method", Journal of Marketing Research, 22(2), pp.158~ (1985), JSTOR[DOI]
  10. Kara Chan, "Market Segmentation of Green Consumers in Hong Kong", Journal of International Consumer Marketing, 12(2), pp.7~24 (2000), Informa UK Limited[DOI]
  11. Ricky Y. K. Chan, "Applying Ethical Concepts to the Study of “Green” Consumer Behavior: An Analysis of Chinese Consumers’ Intentions to Bring their Own Shopping Bags", Journal of Business Ethics, 79(4), pp.469~481 (2008), Springer Nature[DOI]
  12. Isaac Cheah, "Attitudes towards environmentally friendly products", Marketing Intelligence & Planning, 29(5), pp.452~472 (2011), Emerald[DOI]
  13. Yu-Shan Chen, "The Driver of Green Innovation and Green Image – Green Core Competence", Journal of Business Ethics, 81(3), pp.531~543 (2008), Springer Nature[DOI]
  14. Yu-Shan Chen, "The Influence of Green Innovation Performance on Corporate Advantage in Taiwan", Journal of Business Ethics, 67(4), pp.331~339 (2006), Springer Nature[DOI]
  15. Yu‐Shan Chen, "Enhance green purchase intentions", Management Decision, 50(3), pp.502~520 (2012), Emerald[DOI]
  16. Mark Cleveland, "Shades of green: linking environmental locus of control and pro‐environmental behaviors", Journal of Consumer Marketing, 22(4), pp.198~212 (2005), Emerald[DOI]
  17. Clare D'Souza, "Ecolabel programmes: a stakeholder (consumer) perspective", Corporate Communications: An International Journal, 9(3), pp.179~188 (2004), Emerald[DOI]
  18. Clare D'Souza, "An empirical study on the influence of environmental labels on consumers", Corporate Communications: An International Journal, 11(2), pp.162~173 (2006), Emerald[DOI]
  19. Jennifer Edson Escalas, "You Are What They Eat: The Influence of Reference Groups on Consumers’ Connections to Brands", Journal of Consumer Psychology, 13(3), pp.339~348 (2003), Elsevier BV[DOI]
  20. Finisterra do Paco, A. M., "Green consumer market segmentation : Empirical findings from Portugal", International Journal of Consumer Studies, 34, pp.429~436 (2010)
  21. Fraj, E., "Ecological consumer behaviour : An empirical analysis", International Journal of Consumer Studies, 31, pp.26~33 (2006)
  22. Elena Fraj, "Environmental values and lifestyles as determining factors of ecological consumer behaviour: an empirical analysis", Journal of Consumer Marketing, 23(3), pp.133~144 (2006), Emerald[DOI]
  23. Traci H. Freling, "An empirical analysis of the brand personality effect", Journal of Product & Brand Management, 14(7), pp.404~413 (2005), Emerald[DOI]
  24. Gates, R., "Research using mall intercept : State of the art", Journal of Advertising Research, 22, pp.43~49 (1982)
  25. Grande, I., "A structural equation modelling approach for assessing the dimensions of optimum stimulation level", Journal of International Consumer Marketing, 12, pp.7~26 (2000)
  26. Mitch Griffin, "Shopping values of russian consumers: the impact of habituation in a developing economy", Journal of Retailing, 76(1), pp.33~52 (2000), Elsevier BV[DOI]
  27. Haanpaa, L., "Consumers’ green commitment: indication of a postmodern lifestyle?", International Journal of Consumer Studies, 31, pp.478~486 (2007)
  28. Hair, J. F., "Multivariate data analysis" (2010), Prentice Hall
  29. Ishawini, "Pro-environmental concerns influencing green buying: A study on Indian consumers", International Journal of Business and Management, 6, pp.124~133 (2011)
  30. Jain, S. K., "Green marketing : an Indian perspective", Decision, 31, pp.168~209 (2004)
  31. Johan Jansson, "Green consumer behavior: determinants of curtailment and eco‐innovation adoption", Journal of Consumer Marketing, 27(4), pp.358~370 (2010), Emerald[DOI]
  32. Junaedi, M. F. S., "The roles of consumer’s knowledge and emotion in ecological issues : An empirical study on green consumer behavior", Gadjah Mada International Journal of Business, 9, pp.81~99 (2007)
  33. Juwaheer, T. D., "Analyzing the impact of green marketing strategies on consumers’ purchasing patterns in Mauritius. World Journal of Entrepreneurship", Management and Sustainable Development, 8, pp.36~59 (2012)
  34. Stavros P. Kalafatis, "Green marketing and Ajzen’s theory of planned behaviour: a cross‐market examination", Journal of Consumer Marketing, 16(5), pp.441~460 (1999), Emerald[DOI]
  35. Khalil Kalantari, "Investigating Factors Affecting Environmental Behavior of Urban Residents: A Case Study in Tehran City- Iran", American Journal of Environmental Sciences, 3(2), pp.67~74 (2007), Science Publications[DOI]
  36. Gi-Du Kang, "Revisiting the Concept of a Societal Orientation: Conceptualization and Delineation", Journal of Business Ethics, 73(3), pp.301~318 (2007), Springer Nature[DOI]
  37. Matthew J Kotchen, "Environmental attitudes, motivations, and contingent valuation of nonuse values: a case study involving endangered species", Ecological Economics, 32(1), pp.93~107 (2000), Elsevier BV[DOI]
  38. Kaman Lee, "Opportunities for green marketing: young consumers", Marketing Intelligence & Planning, 26(6), pp.573~586 (2008), Emerald[DOI]
  39. Kaman Lee, "Gender differences in Hong Kong adolescent consumers' green purchasing behavior", Journal of Consumer Marketing, 26(2), pp.87~96 (2009), Emerald[DOI]
  40. Leonidou, L. C., "Antecedents and outcomes of consumer environmentally friendly attitudes and behaviour", Journal of Marketing Management, 26, pp.1319~1344 (2010)
  41. Maheshwari, A., "Green marketing : A study on Indian youth", International Journal of Management and Strategy, 2(3), pp.1~15 (2011)
  42. Tina Mainieri, "Green Buying: The Influence of Environmental Concern on Consumer Behavior", The Journal of Social Psychology, 137(2), pp.189~204 (1997), Informa UK Limited[DOI]
  43. John A. McCarty, "The Influence of Individualism, Collectivism, and Locus of Control on Environmental Beliefs and Behavior", Journal of Public Policy & Marketing, 20(1), pp.93~104 (2001), American Marketing Association (AMA)[DOI]
  44. Mishra, P., "Green marketing in India : Emerging opportunities and challenges. Journal of Engineering", Science and Management Education, 3, pp.9~14 (2010)
  45. Francisco J. Montoro Rios, "Improving attitudes toward brands with environmental associations: an experimental approach", Journal of Consumer Marketing, 23(1), pp.26~33 (2006), Emerald[DOI]
  46. Mohamed M. Mostafa, "A hierarchical analysis of the green consciousness of the Egyptian consumer", Psychology and Marketing, 24(5), pp.445~473 (2007), Wiley-Blackwell[DOI]
  47. Mohamed M. Mostafa, "Shades of green: A psychographic segmentation of the green consumer in Kuwait using self-organizing maps", Expert Systems with Applications, 36(8), pp.11030~11038 (2009), Elsevier BV[DOI]
  48. Mourad, M., "Perception of green brand in an emerging innovative market", European Journal of Innovative Marketing, 15(4), pp.514~537 (2012)
  49. Murry, J. P., "Demographic and lifestyle selection error in mall intercept data", Journal of Advertising Research, 29, pp.46~53 (1989)
  50. Sumesh Ramachandran Nair, "An environmental marketing system - a proposed model based on Indian experience", Business Strategy and the Environment, 17(8), pp.467~479 (2008), Wiley-Blackwell[DOI]
  51. Nunnally, J. C., "Psychometric theory" (1967), McGraw-Hill
  52. Ottman, J., "Innovative marketers give new products the green light", Marketing News, 32, pp.10~ (1998)
  53. Paco, A., "“Green” segmentation: An application to the Portuguese consumer market", Marketing Intelligence & Planning, 27, pp.364~379 (2009)
  54. 박진아, "Consumer Behavior in Green Marketing for Luxury Brand: A Cross-Cultural Study of US, Japan and Korea", Journal of Global Scholars of Marketing Science(마케팅과학연구), 20(4), pp.318~332 (2010), 한국마케팅과학회
  55. 박성연, "Exploring the normative influences of social norms on individual environmental behavior", Journal of Global Scholars of Marketing Science(마케팅과학연구), 22(2), pp.183~194 (2012), 한국마케팅과학회[DOI]
  56. Brian T. Parker, "A comparison of brand personality and brand user‐imagery congruence", Journal of Consumer Marketing, 26(3), pp.175~184 (2009), Emerald[DOI]
  57. Peattie, K., "Green management", pp.388~412 (1997), The Dryden Press
  58. Ian Phau, "An investigation of the effects of environmental claims in promotional messages for clothing brands", Marketing Intelligence & Planning, 25(7), pp.772~788 (2007), Emerald[DOI]
  59. Josephine Pickett‐Baker, "Pro‐environmental products: marketing influence on consumer purchase decision", Journal of Consumer Marketing, 25(5), pp.281~293 (2008), Emerald[DOI]
  60. Elham Rahbar, "Investigation of green marketing tools' effect on consumers' purchase behavior", Business Strategy Series, 12(2), pp.73~83 (2011), Emerald[DOI]
  61. Irene T. M. Roozen, "Polish and Belgian consumers' perception of environmentally friendly behaviour", Journal of Consumer Studies and Home Economics, 24(1), pp.9~21 (2000), Wiley-Blackwell[DOI]
  62. Roy, H., "Effect of green marketing on consumer behaviour-a study with practical reference to West Bengal", International Journal of Behavioural Social and Movement Sciences, 2, pp.44~55 (2013)
  63. Ravindra P. Saxena, "Greening of industries for sustainable growth", International Journal of Social Economics, 39(8), pp.551~586 (2012), Emerald[DOI]
  64. Bodo B. Schlegelmilch, "The link between green purchasing decisions and measures of environmental consciousness", European Journal of Marketing, 30(5), pp.35~55 (1996), Emerald[DOI]
  65. Schwepker, Jr., "An examination of ecologically concerned consumers and their intention to purchase ecologically packaged foods. Journal of Public Policy & Marketing", Journal of Public Policy & Marketing, 10, pp.77~101 (1991)
  66. Sharma, S. C., "Green Marketing: A gimmick or the real deal?", International Journal of Research in Finance and Marketing, 2, pp.406~414 (2012)
  67. Shrikanth, R., "Contemporary green marketing–brief reference to Indian scenario", International Journal of Social Sciences & Interdisciplinary Research, 1, pp.26~39 (2012)
  68. L. J. Shrum, "Recycling as a marketing problem: A framework for strategy development", Psychology and Marketing, 11(4), pp.393~416 (1994), Wiley-Blackwell[DOI]
  69. Singh, G., "A study of evolution and practice of green marketing by various companies in India", International Journal of Management and Social Sciences Research, 2, pp.49~56 (2013)
  70. Singh, P. B., "Green marketing: Policies and practices for sustainable development", Integral Review: A Journal of Management, 5, pp.22~30 (2012)[DOI]
  71. M.Joseph Sirgy, "Retail Environment, Self-Congruity, and Retail Patronage", Journal of Business Research, 49(2), pp.127~138 (2000), Elsevier BV[DOI]
  72. Siringi, R. K., "Determinants of green consumer behaviour of post graduate teachers", Journal of Business and Management, 6, pp.19~25 (2012)[DOI]
  73. Samantha Smith, "Eating clean and green? Investigating consumer motivations towards the purchase of organic food", Australasian Marketing Journal (AMJ), 18(2), pp.93~104 (2010), Elsevier BV[DOI]
  74. N. J. Smith-Sebasto, "The Environmental Action Internal Control Index", The Journal of Environmental Education, 25(4), pp.23~29 (1994), Informa UK Limited[DOI]
  75. Paul Sparks, "Self-Identity and the Theory of Planned Behavior: Assesing the Role of Identification with "Green Consumerism"", Social Psychology Quarterly, 55(4), pp.388~ (1992), SAGE Publications[DOI]
  76. Jan E. Stets, "Bringing Identity Theory into Environmental Sociology", Sociological Theory, 21(4), pp.398~423 (2003), SAGE Publications[DOI]
  77. Robert D. Straughan, "Environmental segmentation alternatives: a look at green consumer behavior in the new millennium", Journal of Consumer Marketing, 16(6), pp.558~575 (1999), Emerald[DOI]
  78. Swaminathan, V., "When brand personality matters : The moderating role of attachment styles", Journal of Consumer Research, 35, pp.985~1002 (2008)
  79. Thakur, K. S., "Exploration of green shift : Shift from trendy marketing to environment friendly green marketing", International Journal of Arts and Commerce, 1, pp.122~133 (2012)
  80. Esther P.Y. Yam‐Tang, "Purchasing behaviours and perceptions of environmentally harmful products", Marketing Intelligence & Planning, 16(6), pp.356~362 (1998), Emerald[DOI]
  81. Hee Yeon Kim, "Consumer purchase intention for organic personal care products", Journal of Consumer Marketing, 28(1), pp.40~47 (2011), Emerald[DOI]
  82. Young, W., "Sustainable consumption : Green consumer behaviour when purchasing products", Sustainable Development, 18, pp.20~31 (2010)

관련 논문AI추천

Demystifying the green purchasing behavior of young consumers: Moderating role of green skepticismFaisal Mohd Nishat, Khan Mohammed Naved, Kirmani Mohd Danish, Uddin S. M. Fatah한국마케팅과학회 · Journal of Global Scholars of Marketing Science(마케팅과학연구)2023 · 제33권 제2호Subduing effects of personal norms on materialism fostering green purchase behavior: Modified norm activation model perspectiveIsrael Duraipandian, Jhawar Anand, Kumar Prashant한국마케팅과학회 · Journal of Global Scholars of Marketing Science(마케팅과학연구)2023 · 제33권 제4호The Impact of Greenwashing on Green Brand Trust from an Indian PerspectivePraful Vijay More아시아기술혁신학회 · Asian Journal of Innovation and Policy2019 · 제8권 제1호Antecedents to green apparel purchase behavior of Indian consumersArpita Khare, Pradeep Kautish한국마케팅과학회 · Journal of Global Scholars of Marketing Science(마케팅과학연구)2022 · 제32권 제2호Understanding Green Purchase: The Influence of Collectivism, Personal Values and Environmental Attitudes, and the Moderating Effect of Perceived Consumer Effectiveness김연신경영연구소 · Seoul Journal of Business2011 · 제17권 제1호Impacts of Value Inclination and Self-Expressive Consuming Propensity upon Eco-Friendly Product Purchasing IntentionBeet-Na Choi, Hoe-Chang Yang, Hyen-Ho Lee한국유통과학회 · Asian Journal of Business Environment2014 · 제4권 제4호

이 간행물의 다른 논문 (4건)

The relationship between service quality, satisfaction, trust, value, commitment and loyalty of Internet service providers’ customersThu Nguyen Quach, Paramaporn Thaichonpp. 295-313An integrated hierarchical survey for a large-scale conjoint study for mobile phonesJong Seok Kim, So Young Sohnpp. 314-337An exploratory study of how a Korean chaebol’s learning culture facilitates customer servicePeter R.J. Trimm, Yang-Im Leepp. 338-357The BOP consumer’s ethical evaluation of target marketingJulie Pirsch, Shruti Guptapp. 358-378
원문 보기