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Does environmentally responsible purchase intention matter for consumers? A predictive sustainable model developed through an empirical study

Kumar, Anil, Prakash, Gyan, Kumar, Gaurav·2021·Journal of Retailing and Consumer Services
DOI 10.1016/j.jretconser.2020.102270
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Abstract

Abstract Rapidly increasing demand for eco-friendly products is an example of responsible purchasing intention of customers. That responsible behaviour forces businesses not only to understand their responsible purchase intention, but also helps them to sustainability in the market for the long term. In this regard, very little discussion is available in current literature, especially in the context of apparel product consumption. Therefore, to contribute to literature in this field, this work aims to build a predictive sustainable model through an empirical study to examine the relationships among different factors such as attitude, social norms, perceived behaviour control, environmental consciousness, willingness to pay (WTP) premium and consumer purchase intention for environmentally friendly apparels. The data of two hundred and thirty-two respondents were analysed by structural equation modelling (SEM). With the help of the findings, it can be concluded that Indian consumers are aware of green apparels, have a positive attitude to them and show a responsible purchase intention to protect the environment. This is in contrast to the old saying that Indians are price sensitive given the emergence of higher WTP premiums for green apparel products. Other factors such as subjective norms, perceived behaviour control and environmental consciousness are also positively affecting consumer purchase intention. From the study findings, retail managers can benefit through more focused strategies for environmental protection to make a reduction in apparel material while educating their consumers about green apparel.

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Metadata

Authors
Kumar, A., Prakash, G., & Kumar, G.
Venue
Journal of Retailing and Consumer Services
Publisher
Elsevier BV
Published
2021-01
Volume
58
Pages
102270
ISSN
0969-6989 (ISSN-L)
DOI
10.1016/j.jretconser.2020.102270
OpenAlex
W3087857832
Cited by
414
References
7
FWCI
46.69
Type
journal article
Language
en
Open access
closed
Licence
  • www.elsevier.com/tdm/userlicense/1.0/ (tdm)
  • www.elsevier.com/legal/tdmrep-license (tdm)

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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. https://doi.org/10.1016/j.jretconser.2020.102270

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