Abstract
The purpose of this study is to investigate the impact of Attitude towards Television (ATTV) on consumers' Environmental Concern (EC) and perceived consumer effectiveness (PCE) in developing countries. The model developed for the study further shows the impact of perceived consumer effectiveness (PCE) and consumers' attitude towards green purchase (ATGP) on their green purchase intention (GPI). Data from 574 respondents were collected through an online questionnaire and the hypothesized causal relationships were tested using structure equation modeling (SEM). The findings of the study revealed that ATTV has a significant impact on consumers' PCE and EC. EC was found to have a significant impact on consumers' ATGP, while the PCE and ATGP were found to have a significant impact on GPI. This study provides an insight into the importance of the use of media to enhance the consumers' environmental concerns, perceived consumer effectiveness, and consumers' attitude towards green products which ultimately has a positive impact on green purchase intention.
Highlights
Green products have witnessed increasing acceptance and growth in the last decade
The results show that there is a positive correlation between Attitude towards Television (ATTV) and Environmental Concern (EC), implying that people having a positive attitude towards TV / media would have a higher concern for the environmental issues
The major purpose of this study was to propose a conceptual model regarding the relationship of perceived consumer effectiveness, consumers’ attitude towards green purchase, and their green purchase intentions, with the consideration of media impact
Summary
According to the report of Global Industry Analysts Inc., 2011, by the end of 2017, the overall worldwide market of green products is expected to value over $3.5 trillion (Sharma & Bagoria, 2012). A recent survey has revealed that 36% of millennials are inclined to buy green products (Rogers, 2013). According to Sharma and Bagoria (2012), 25% of the consumers in India have expressed their intention to buy green products, and around 28% may be considered health conscious. The environmental concern in developing countries is at a low level and the consumers’ attitude, intention, and behavior towards green alternatives are not very positive. It has been noticed that the awareness about ecological issues in developing
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