Purchasing Eco-Sustainable Products: Interrelationship between Environmental Knowledge, Environmental Concern, Green Attitude, and Perceived Behavior

Erni Rusyani,Ardi Gunardi,Rambabu Lavuri

doi:10.3390/su13094601

Erni Rusyani, Ardi Gunardi + Show 1 more

Open Access

https://doi.org/10.3390/su13094601

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Journal: Sustainability	Publication Date: Apr 21, 2021
Citations: 31	License type: CC BY 4.0

Affiliation: Universitas Pasundan, Osmania University

Abstract

Due to eco-sustainable marketing practices, customer consciousness has increased the use of eco-sustainable goods in India. This provides new opportunities for businesses and researchers in terms of eco-sustainable behavior; however, the market analysis in India is weak. This study examines the factors that trigger consumers to purchase eco-sustainable products and the interrelationship between environmental knowledge (EK), environmental concern (EC), green attitude (GA), and perceived behavior control (PB) among Indian consumers. The data were collected from 514 respondents, using purposive and snowball sampling. Using IBM SPSS 23.0 software, we employed exploratory factor analysis, a homogeneity test, Pearson’s correlation, and multiple regression for a multicollinearity test for data analysis. The results revealed that EK, EC, and GA are positively related and strongly influence eco-friendly purchasing behavior. Moreover, EK and EC are the strongest determinants of PB for eco-friendly products. This research will help green marketers to develop new green strategies to increase sales volumes and build relationships with target green customers.

Highlights

In recent decades, society has faced difficult challenges with regards to environmental concerns and protection
Concerning the hypotheses, Hypothesis 2A (H2A), Hypothesis 2B (H2B), and Hypothesis 2C (H2C) revealed that environmental concern (EC) was statistically significant and positively associated with green attitude (GA), perceived behavior control (PB), and Green purchasing Behaviour (GPB), and results stated that F-values and significance values for the Levene’s test were F(14, 498) = 2.284, p = 0.005 (H2A); 4.228, p = 0.000 (H2B) and 12.825, p = 0.020 (H2C)
The results show that environmental knowledge (EK) had a positive correlation with EC

Summary

Introduction

Society has faced difficult challenges with regards to environmental concerns and protection. This empirical research attempts to resolve the research gap by operationalising and validating what triggers consumers to purchase eco-sustainable products and the interrelationship among environment concern, environmental knowledge, perceived behaviour, green attitude and green buying behaviour of Indian consumers. GPB was calculated by certain variables of ecological concern, such as Environmental attitude [40,55], environmental knowledge [56], personality characteristics of consumers [57], eco-sustainable products, ecosustainable marketing approaches and ecological concerns [55,58].

Results

Conclusion