Toward sustainable consumption: Investigating the determinants of green buying behaviour of Indian consumers
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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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
About these checks
Registry, retraction, Cites and statistics results are computed, not judged, with one exception: a printed reference that no index lists is read once by a model before it counts as a citation error. Claims are extracted by a model and kept only when their quote appears verbatim in the text; each cited source is then checked, with a model’s help, for whether it says what the claim relies on. Those verdicts can be wrong — read the claim’s quote and the cited source before relying on one.
Statistics and arithmetic are recomputed, not judged.
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