“Environmentally Conscious Consumer Behavior: An Empirical Study”

Namita Rajput, Preeti Bajaj, Geetanjali Batra


Environmental problems are mainly attributable to the impact of humans on natural systems. Rapid urbanization and rising consumer oriented lifestyle has intensified the environmental problems management. There is an urgent need to increase public environmental awareness to counter and conquer the problem. Studies of green behavior have awakened a growing interest, since the accelerated environmental degradation is partly attributed to a lack of such behavior which is very difficult to change. The objective of this study is to study those variables which influence “green- buying”, investigate whether environmental attitudes are translated into actual consumer behavior in relevant situations and to determine variables that predict environmentally conscious consumerism. This paper summarizes variables extracted from four models of green behavior: Environmental beliefs, Ecological knowledge, Environmental concern and Environmental Attitudes, with a special focus on the sample taken from Delhi and NCR individuals as an example of application of environmental marketing strategies. Analysis shows that there is a strong relationship between the five variables discussed above and environmentally favorable behavioral intentions. Factor analysis was conducted using CFA (Confirmatory Factor analysis) to find out relationship of variables within the construct. Five hypothesis asserting relationships between major variables were established. Factors influencing green purchase intention were correlated to form a linear relationship. These hypotheses were tested using Chi Square. To analyse the data from a different perspective, a one-way multivariate analysis of variance (MANOVA) was performed to investigate gender differences in green purchase behaviour. Three dependent variables were used: environmental knowledge, environmental concern and environmental attitudes towards green purchase. The fixed variable was gender. There was a statistically significant difference between men and women on the combined dependent variables. Men have greater environmental knowledge, concern and attitude towards Green Purchase as compared to women. It is recommended to relate environmental issues to survival process, in order to apply efficient environmental marketing strategies. The results of the study indicate that environmental knowledge, habits and concern are strongly related to environmental beliefs and influence Environmental attitude. However this is not reflected in intention to purchase or actual purchase behaviour.

Key words: Green buying, environmental attitude, Factor analysis, linear relationship.

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ISSN : 2251-1547