Influence of green self-identity, past environmental behaviour and income on Indian consumers' environmentally friendly behaviour

Abstract

The current research examines the moderating role of demographics on green self-identity and green gauge past environmentally friendly behaviour in predicting Indian consumers' environmentally friendly buying behaviour. Data was collected through mall intercept technique in six cities across India. Green self-identity and past environmentally friendly behaviour predicted Indian consumers' environmentally friendly buying behaviour. Among demographic factors, income influenced consumers' environmentally friendly behaviour.The findings can help companies understand the role of green self-identity and past environmentally friendly buying behaviour in predicting Indian consumers' environment-related concerns. Advertising and promotional messages for green products should link green self-identity in positioning and targeting decisions. Advertisements should project “green personalities” that highlight people having a commitment towards protecting the environment. This would create social awareness and portray positive implications of pursuing environmentally friendly behaviour. Research on environmentally friendly behaviour in India has not examined the role of individual factors in discussing Indian consumers' awareness of green products. This research attempts to fill the gap by understanding the role of green self-identity and past environment-related behaviour in consumers' purchase behaviour.