 Relationship between Consumers’ Spirituality and Green Purchasing Intentions: The Mediation Effect of Perceived Consumer EffectivenessC. S. Sharma and Nitika Sharma IIM Kozhikode Society & Management Review, 2017, vol. 6, issue 2, 204-214 Abstract: The article explores the role of ‘spirituality’ in green consumer behaviour. It proposes an original framework in order to explore the influence of spirituality on green purchasing intentions (GPI) of consumers through the mediating role of perceived consumer effectiveness (PCE). The data collected from Indian consumers were analyzed with the help of the mediation model proposed by Hayes (2008). By employing the consumer’s spirituality scale developed by Narang (2013) and the PCE scale of Kim and Choi (2005), the study found that the spiritual orientation of consumers significantly affects their GPI. The conclusions drawn from the study can be used by marketers to stimulate GPI by focusing on the role of spirituality among consumers. Since green has become a distinct way of positioning a product or a company, firms can employ environmental concerns and consciousness of consumers to magnetize new markets, customers and retain existing green consumers. Keywords: Spirituality; green purchasing intentions; mediation model; perceived consumer effectiveness (search for similar items in EconPapers) Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:sae:iimkoz:v:6:y:2017:i:2:p:204-214 Access Statistics for this article More articles in IIM Kozhikode Society & Management Review |
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