Examining the Influence of Consumer-level Psychological Factors on Green Purchase Behaviour: Analyzing Socio-demographic Aspects Among Indian Millennials

IF 2.3 Q3 BUSINESS Global Business Review Pub Date : 2024-05-06 DOI:10.1177/09721509241238555
Amanpreet Kaur Mishra, Rahela Farooqi
{"title":"Examining the Influence of Consumer-level Psychological Factors on Green Purchase Behaviour: Analyzing Socio-demographic Aspects Among Indian Millennials","authors":"Amanpreet Kaur Mishra, Rahela Farooqi","doi":"10.1177/09721509241238555","DOIUrl":null,"url":null,"abstract":"This study aims to examine the influence of consumer-level psychological factors like affordability, availability, awareness and apprehension on green purchase behaviour among Indian Millennials while buying fast-moving consumer goods. 651 responses were analyzed on SmartPLS 4, and was it found that affordability, awareness and availability had a significant positive impact on green purchase behaviour, while apprehension did not show any significant impact. To increase green purchase behaviour, managers should make eco-friendly products affordable and widely available while promoting consumer awareness. As per the results, addressing consumer apprehension is not a significant factor in influencing green purchase behaviour, which indicates that managers need not worry much about addressing consumer fears while promoting green products. Though the study found no significant difference in green purchase behaviour between genders; education, occupation and income groups showed significant differences in purchase behaviour. This nuanced understanding offers companies and marketers a foundation to craft targeted marketing strategies aimed at encouraging the Indian Millennials to choose sustainable options in their consumer habits.","PeriodicalId":47569,"journal":{"name":"Global Business Review","volume":null,"pages":null},"PeriodicalIF":2.3000,"publicationDate":"2024-05-06","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Global Business Review","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.1177/09721509241238555","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q3","JCRName":"BUSINESS","Score":null,"Total":0}
引用次数: 0

Abstract

This study aims to examine the influence of consumer-level psychological factors like affordability, availability, awareness and apprehension on green purchase behaviour among Indian Millennials while buying fast-moving consumer goods. 651 responses were analyzed on SmartPLS 4, and was it found that affordability, awareness and availability had a significant positive impact on green purchase behaviour, while apprehension did not show any significant impact. To increase green purchase behaviour, managers should make eco-friendly products affordable and widely available while promoting consumer awareness. As per the results, addressing consumer apprehension is not a significant factor in influencing green purchase behaviour, which indicates that managers need not worry much about addressing consumer fears while promoting green products. Though the study found no significant difference in green purchase behaviour between genders; education, occupation and income groups showed significant differences in purchase behaviour. This nuanced understanding offers companies and marketers a foundation to craft targeted marketing strategies aimed at encouraging the Indian Millennials to choose sustainable options in their consumer habits.
查看原文
分享 分享
微信好友 朋友圈 QQ好友 复制链接
本刊更多论文
研究消费者心理因素对绿色购买行为的影响:分析印度千禧一代的社会人口因素
本研究旨在探讨印度千禧一代在购买快速消费品时,消费者层面的心理因素(如可负担性、可获得性、认知度和担忧)对绿色购买行为的影响。研究利用 SmartPLS 4 对 651 个回答进行了分析,结果发现,可负担性、认知度和可用性对绿色购买行为有显著的积极影响,而担忧则没有任何显著影响。为提高绿色购买行为,管理者应使环保产品价格适中、供应广泛,同时提高消费者的环保意识。研究结果表明,消除消费者的顾虑并不是影响绿色购买行为的重要因素,这表明管理者在推广绿色产品时不必过于担心消除消费者的顾虑。虽然研究发现不同性别的消费者在绿色购买行为上没有显著差异,但教育、职业和收入群体在购买行为上却存在显著差异。这种细致入微的理解为公司和营销人员提供了一个基础,以制定有针对性的营销策略,鼓励印度千禧一代在其消费习惯中选择可持续选项。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
求助全文
约1分钟内获得全文 去求助
来源期刊
CiteScore
7.10
自引率
12.50%
发文量
107
期刊介绍: Global Business Review is designed to be a forum for the wider dissemination of current management and business practice and research drawn from around the globe but with an emphasis on Asian and Indian perspectives. An important feature is its cross-cultural and comparative approach. Multidisciplinary in nature and with a strong practical orientation, this refereed journal publishes surveys relating to and report significant developments in management practice drawn from business/commerce, the public and the private sector, and non-profit organisations. The journal also publishes articles which provide practical insights on doing business in India/Asia from local and global and macro and micro perspectives.
期刊最新文献
Contrasting the Efficacy of the Type of Influencer to the Type of Product: The Mediating Effect of Perceived Authenticity A Study on How Consumer-generated Advertising Influences the Purchase Intention of Online Consumers in C2C Marketplace Brand Personality and Loyalty as Drivers of Repurchase Intentions: Evidence from Pakistani Mobile Phone Users Going Green from Within: The Mediation of Employee Green Creativity in the Relationship Between Green Inclusive Leadership and Green Organizational Citizenship Behaviour Nexus among Blockchain Technology, Digital Accounting Practices, Transformational Leadership and Sustainable Performance: Moderated-mediating Model
×
引用
GB/T 7714-2015
复制
MLA
复制
APA
复制
导出至
BibTeX EndNote RefMan NoteFirst NoteExpress
×
×
提示
您的信息不完整,为了账户安全,请先补充。
现在去补充
×
提示
您因"违规操作"
具体请查看互助需知
我知道了
×
提示
现在去查看 取消
×
提示
确定
0
微信
客服QQ
Book学术公众号 扫码关注我们
反馈
×
意见反馈
请填写您的意见或建议
请填写您的手机或邮箱
已复制链接
已复制链接
快去分享给好友吧!
我知道了
×
扫码分享
扫码分享
Book学术官方微信
Book学术文献互助
Book学术文献互助群
群 号:481959085
Book学术
文献互助 智能选刊 最新文献 互助须知 联系我们:info@booksci.cn
Book学术提供免费学术资源搜索服务,方便国内外学者检索中英文文献。致力于提供最便捷和优质的服务体验。
Copyright © 2023 Book学术 All rights reserved.
ghs 京公网安备 11010802042870号 京ICP备2023020795号-1