Millennials Green Consumption Behavior and Its Linkage to Firms Marketing Competitiveness: Findings From Select Study in Uttarakhand

Vijay Kumar Jain (), Anu Gupta () and Hemraj Verma ()
Additional contact information
Vijay Kumar Jain: DIT University
Anu Gupta: DIT University
Hemraj Verma: DIT University

International Journal of Global Business and Competitiveness, 2020, vol. 15, issue 2, No 3, 94-105

Abstract: Abstract The pursuit of economic growth has led to severe damage to the environment. Over-exploitation of natural resources has had a significantly negative impact on the environment. Awareness of the destruction of natural resources resulting from human activities has raised the issue of environmental protection and environmental consciousness. The growing consciousness towards an environmental breakdown and climate change has necessitated the need for green consumption and the sustainability of resources. The adoption of green consumerism will not only address environmental and ecological issues but will also help firms to improve their performance and productivity by efficiently using resources and cutting down wastage. Therefore, the current study aims to explore the factors that shape the purchase intention of millennials in India. The four antecedents namely: subjective norm, perceived behavioral control, perceived value and attitude have been taken as an endogenous variable in the study. The structural equation modeling (SEM) has been used to test the proposed hypothesis in the study. The data were collected using systematic random sampling and a total of 500 respondents were approached to obtain the desired information. All hypotheses were found to be significant except for perceived behavioral control. The findings of the study will enrich marketers’ understanding of young consumers’ intent to buy green products. These findings may further provide insights to managers and policymakers to enhance the performance of firms.

Keywords: Green consumption; Perceived behavioral control; Subjective norms; SEM (search for similar items in EconPapers)
Date: 2020
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (3)

Downloads: (external link)
http://link.springer.com/10.1007/s42943-020-00017-1 Abstract (text/html)
Access to the full text of the articles in this series is restricted.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:spr:ijogbc:v:15:y:2020:i:2:d:10.1007_s42943-020-00017-1

Ordering information: This journal article can be ordered from
https://www.springer ... gement/journal/42943

DOI: 10.1007/s42943-020-00017-1

Access Statistics for this article

International Journal of Global Business and Competitiveness is currently edited by Kirankumar S. Momaya and Sushil

More articles in International Journal of Global Business and Competitiveness from Springer
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().