Abstract
In recent years, researchers have devoted considerable attention towards understanding how people perceive green/eco-friendly products and their behavioral patterns. In fact, millennials are more concerned with issues like global warming and environmental issues and are increasingly taking into account the impact of their product choices on environment. The present study aims to address whether perceived environmental knowledge translates into action and the role of price fairness and environmental concern between Perceived Environmental Knowledge and Ecologically Conscious Consumer Behavior. Data for that study were obtained through self-administered questionnaire from business school students (192 responses). Partial Least Square Structural Equation Modeling (PLS-SEM) approach was employed to analyze the data. The findings revealed that consumer with high and average environmental concern has increased level of Ecologically Conscious Consumer Behavior compared to consumer with low level of environmental concern. Hence, our study provides critical insights for action to policymakers and corporates for designing their communication strategies for succeeding in the indigenous Indian context.
Highlights
The findings revealed that consumer with high and average environmental concern has increased level of Ecologically Conscious Consumer Behavior compared to consumer with low level of environmental concern
The moderated mediation model was analyzed using the PROCESS macro in IBM SPSS [54] for estimating the direct and indirect effects of Perceived environmental knowledge on Ecologically Conscious Consumer Behavior mediated by price fairness and moderated by Environmental Concern
The present study examined the relationship between Perceived Environmental Knowledge and Ecologically Conscious Consumer Behavior mediated by price fairness
Summary
Ramalingam sociated with their service offerings [1]. It has translated into benefits for companies in terms of cost savings, new market opportunities, enhanced brand image and customer loyalty [2] [3]. Such studies have been abundant in developed economies they are still at infancy stage in developing markets which offer their own unique complexities with researchers calling for further studies [4] [5]. They have realized the seriousness of issues such as environmental degradation, climate change etc. translating into ecologically conscious behavior fuelled by a desire to buy eco-friendly products and services, favoring businesses that prefer environmental practice [9] [10] [11]
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