Abstract
Companies are striving to minimize environmental impact through sustainable business practices. Consumers have become more aware of environmental issues and many companies have recognized the relevance of green marketing in gaining competitive advantage. As a part of green marketing strategy, companies are developing green brands. This paper focuses on the effect of consumer’s concern for environment, environmental knowledge and self expressive benefits on attitude and intention to purchase green brand. Data were collected from 270 Indian consumers. The results of this research show that environmental concern, environmental knowledge and self expressive benefits would positively influence attitude which in turn positively influences intention to purchase green brands. The influence of consumer’s knowledge of the environment on purchase intention was found to be non-significant. Hence, investing resource to promote environmental concern, to impart environmental knowledge and to communicate self expressive benefits will be helpful in increasing purchase intentions of green brands.
Highlights
Companies are striving to minimize environmental impact through sustainable business practices
Measurements The respondent evaluated the constructs of environmental concern, environmental knowledge, self expressive benefits, attitude and purchase intention on the Likert scale with five points (1= strongly disagree, 5= strongly agree)
The results indicate that environmental concern among Indian consumers and self expressive benefits significantly influence their intention/willingness to buy the green brand
Summary
Companies are striving to minimize environmental impact through sustainable business practices. This paper focuses on the effect of consumer’s concern for environment, environmental knowledge and self expressive benefits on attitude and intention to purchase green brand. The results of this research show that environmental concern, environmental knowledge and self expressive benefits would positively influence attitude which in turn positively influences intention to purchase green brands. Consumer’s environmental knowledge and concern and environmental regulations such as Kyoto Protocol and Montreal Convention are deeply influencing world business[2] In this context, many companies are transforming their entire business process to be eco friendly and are embracing a green marketing strategy to position their products. This study investigates the impact of consumer’s concern for environment, environmental knowledge and perceived self expressive benefits on attitude and intention to buy green brands. Though most of the studies show a direct impact of environmental concern on consumer’s green purchase intentions, yet in the studies of Han et al.[19] and Hartmann and Apaolaza[20], attitude toward green products act as a mediator between environmental concern and green purchase intention
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