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

Erni Rusyani, Rambabu Lavuri and Ardi Gunardi
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Erni Rusyani: Faculty of Economics and Business, Universitas Pasundan, Bandung 40116, Indonesia
Rambabu Lavuri: Department of Business Management, Osmania University, Hyderabad 500007, India
Ardi Gunardi: Faculty of Economics and Business, Universitas Pasundan, Bandung 40116, Indonesia

Sustainability, 2021, vol. 13, issue 9, 1-12

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.

Keywords: environment knowledge; environment concern; green attitude; perceived behavior; eco-sustainable products (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2021
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (9)

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