Abstract
PurposeThe purchase of green products is not the finale of green consumer behaviour but the environmental concern is crucial in post-purchase behaviour. Studies on pro-environmental purchase behaviour are abundant and but studies on environmental concern in use, evaluation and disposal are scarce. This paper aims to examine the pro-environmental factors influencing post-purchase behaviour and their impact on green consumer behaviour.Design/methodology/approachData for this study was collected from the respondents with the help of a structured questionnaire. Data is analysed using factor analysis to examine the important factors influencing post-purchase variables and green consumer behaviour and the multiple regression to understand the contribution of post-purchase variables to green consumer behaviour.FindingsEco-conscious, risk and comfort in user behaviour, satisfaction and eco-appraisal in evaluation behaviour and eco-conscience, disposal challenges and eco-responsible in disposal behaviour are the vital factors. Eco-conscious and comfort in use, satisfaction in evaluation and eco-conscience, disposal challenges and eco-responsible behaviour in disposal are positively related to green consumer behaviour and risk in use and eco-appraisals in the evaluation are insignificant.Originality/valueConsidering the very limited studies on green post-purchase behaviour, this study provides insights into the pro-environmental post-purchase behaviour and its contribution to green consumer behaviour.
Highlights
Sustainability has become a hot topic because of rampant environmental degradation (Chua et al, 2019; Quoquab et al, 2019)
20.9% of the respondents consider that the government should encourage the use of green products whilst 6.1% and 13.6% of respondents felt companies and consumers are responsible to promote the use of green products, respectively
The study provides a theoretical basis for emphasizing the importance of post-purchase behaviour in green consumer behaviour
Summary
Sustainability has become a hot topic because of rampant environmental degradation (Chua et al, 2019; Quoquab et al, 2019). © Rajyalakshmi Nittala and Venkata Rajasekhar Moturu. Published in Vilakshan - XIMB Journal of Management. The full terms of this licence maybe seen at http:// creativecommons.org/licences/by/4.0/legalcode
Sign-in/Register to view highlights & summary Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
