Cited by 140Environmental Sustainability in BusinessSustainable Supply Chain ManagementEnvironmental Education and Sustainability

Toward sustainable consumption: Investigating the determinants of green buying behaviour of Indian consumers

Jaiswal, Deepak, Singh, Bhagwan·2018·Business Strategy & Development

Abstract

Green buying behaviour can stimulate firms and society in the pursuit of sustainability while balancing the demand and supply side of the business cycle with addressing the ecological and social benefits. The objective of this paper is to understand and test the integrative model of green buying behaviour in the Indian and Asian context of sustainable consumption. The model is tested by applying structural equation modeling of path analysis using the total of 410 valid responses. The data were collected from Uttar Pradesh (India) through a structured questionnaire using the purposive convenient sampling. The results validate that “green purchase behaviour” is significantly determined by “green purchase intention,” which in turn significantly and positively influenced by “attitude towards green products.” The results also revealed that the measure of “environmental concern” and “perceived consumer effectiveness” were found to be positive and significant predictor of attitude towards green products, however, “perceived environmental knowledge” was not significantly related to attitude towards green products and perceived consumer effectiveness in the model. The discussion and implications are manifested towards sustainable consumption in the context of emerging target markets.

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Crossref · 10.1002/bsd2.12

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  • The results confirmed the relevance of perceived consumer effectiveness as described in the literature.

    “On the one hand, our results confirmed the relevance of PCE as described in the literature (Ellen et al., 1991;Jaiswal & Singh, 2018;Kinnear et al., 1974;Niedermeier et al., 2021;Roberts, 1996;Zhao et al., 2018).”

    From Sustainable clothing: Why conspicuous consumption and greenwashing matter (2023) · cites this paper as Jaiswal & Singh, 2018

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Authors
Jaiswal, D., & Singh, B.
Affiliations
Central University of Himachal Pradesh (IN)
Corresponding author
Jaiswal, Deepak
Venue
Business Strategy & Development
Publisher
Wiley
Published
2018-02-06
Volume
1
Issue
1
Pages
64-73
ISSN
2572-3170 (ISSN-L)
OpenAlex
W2791498379
Cited by
140
References
59
Citations by year
2026: 14 · 2025: 13 · 2024: 27 · 2023: 21 · 2022: 21 · 2021: 20 · 2020: 12 · 2019: 10 · 2018: 2
FWCI
19.71
Type
journal article
Language
en
Open access
closed
Locations
Business Strategy & Development (publishedVersion)
Topics
  • Social Sciences › Business, Management and Accounting › Marketing › Environmental Sustainability in Business
  • Social Sciences › Business, Management and Accounting › Strategy and Management › Sustainable Supply Chain Management
  • Physical Sciences › Environmental Science › Management, Monitoring, Policy and Law › Environmental Education and Sustainability
Keywords
green purchasing, sustainable consumption, green purchase intention, attitude toward green products, environmental concern, perceived consumer effectiveness, Indian consumers, emerging markets

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