A STUDY OF FACTORS INFLUENCING THE YOUNG BUYERS' DECISIONS TO PURCHASE SUSTAINABLE PRODUCTS IN UTTARAKHAND, INDIA
Main Article Content
Keywords
Environment Knowledge, Environmental awareness, Environmental Attitude, Purchase intentions, sustainable products
Abstract
Present study was aimed to examine the factors influencing purchasing behaviour among consumer of sustainable products. A self- administered questionnaire was drawn by using street intercept method from the young consumers of age between 18-30 years from different cities of Uttarakhand, India. Exploratory and confirmatory factor analysis was utilized to find out the structure, goodness of fit, validity of constructs and its dimensions. Structural equation model for measuring multiple causal effects was also employed. Present findings suggest that environmental knowledge, environmental awareness, environmental attitude and price of sustainable product are significantly related to youth’s purchase intentions towards sustainable products
References
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9. Cronbach, L. (1951). Coefficient alpha and the internal structure of tests. Psychomerika, 16: 297-334.
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11. Elkington, H. and Makower (1988). The Green Consumers. New York: Penguin Books.
12. Fergus, J. (1991). Anticpating consumer trends. In: The Greening of Businesses (ed., David, A.R.), Cambridge, UK: The University Press.
13. Fornell, C., and Larcker, D.F. (1981). Evaluating Structural Equation Models with unobservable variables and measurement error. Journal of Marketing Research, 18(1): 39–50.
14. Fryxell, G.E. and Lo, C.W. (2003). The influence of environmental knowledge and values on managerial behaviors on behalf of the environment: An empirical examination of managers in China. Journal of Business Ethics, 46(1): 45-69.
15. Gracia, A. and Magistris, T.D. (2013). Organic food product purchase behavior: a pilot study for urban consumers in the South of Italy. Spanish Journal of Agricultural Research, 5(4): 439-451.
16. Hair. Jr.J.F., Black, W.C., Babin, B.J., Anderson, R.E. and Tatham, L.R. (2006). Multivariant Data Analysis. New Jersey: Pearson International Edition.
17. Harman, H.H. (1960). Modern Factor Analysis. Chicago, IL. University of Chicago Press.
18. Jaganath, R. (2016). A study on green purchasing behavior of young consumers in Mettupalayam (Coimbatore District). Int. J. Appl. Res. 2(3): 678-681.
19. Joshi, Y. and Rahman, Z. (2015). Factors affecting green purchase behaviour and future research directions. International Strategic Management Review 3: 128–143.
20. Krause, D. (1993). Environmental consciousness: an empirical study. Journal of Environment and Behaviour, 25(1): 126–142.
21. Kumar, R., Verma, A., Shome, A., Sinha, R., Sinha, S., Jha, P.K., Kumar, R., Kumar, P., Shubham, Das, S., Sharma, P. and Prasad, P.V.V. (2021). Impacts of Plastic Pollution on Ecosystem Services, Sustainable Development Goals, and Need to Focus on Circular Economy and Policy Interventions. Sustainability, 13: 9963.
22. Lin, P. C. and Huang, Y.H. (2012). The influence factors on choice behavior regarding green products based on the theory of consumption values. Journal of Cleaner Production, 22(1): 11-18.
23. Maichum, K., Parichatnon, S. and Peng, K.C. (2016). Application of the extended theory of planned behavior model to investigate purchase intention of green products among Thai consumers. Sustainability, 8(10): 1077.
24. Malik, A., Sudhakar, B. D. and Dutta, D.S. (2018). Management-based Factors of Sports Celebrity Endorsement and Effect on Brand Image. IIM Kozhikode Society & Management Review, 7(1): 75–87. https://doi.org/10.1177/2277975217733882
25. Malik, A., Sudhakar, B.D. and Dutta, D.S. (2018). Management-based Factors of Sports Celebrity Endorsement and Effect on Brand Image. IIM Kozhikode Society & Management Review 7(1): 75–87.
26. Martin, B. and Simintiras, A.C. (1995). The impact of green product lines on the environment: Does what they know affect how they feel? Marketing Intelligence and Planning, 13(4): 16-23.
27. Mathur, N. (2019) Consumers will pay more for sustainable products that can be recycled, survey finds, https://www.livemint.com/news/india/consumers-will-pay-more-for-sustainable-products-that-can-be-recycled-survey-1559705584798.html, Assessed on 12/10/2019.
28. Mensah, J. and Casadevall, S.R. (2019). Sustainable development: Meaning, history, principles, pillars, and implications for human action: Literature review, Cogent Social Sciences, 5:1.
29. Monkelbaan, J. (2011). Trade preferences for environmentally friendly goods and services. In: ICTSD Global Platform on Climate Change, Trade and Sustainable Energy, International Centre for Trade and Sustainable Development, Geneva, Switzerland. http://forumue.de/wp-content/uploads/2015/05/AG_Handel_Trade_Preferences_paper.pdf Assessed on 12/10/2019
30. Mont, O. and Plepys, A. (2008). Sustainable consumption progress: should we be proud or alarmed? Journal of Cleaner Production, 16(4): 531-537.
31. Noor, N.A.M., Muhammad, A., Kassim, A., Jamil, C.Z.M., Mat, N., Mat, N. and Salleh, H.S. (2012). Creating green consumers: how environmental knowledge and environmental attitude lead to green purchase behavior? International Journal of Arts & Sciences, 5(1): 55.
32. Ottman, J. (1992) Sometimes Consumers Will Pay More to Go Green. Journal of International Consumer Marketing, 16: 12-120.
33. Paul, J., Modi, A. and Patel, J. (2016). Predicting green product consumption using theory of planned behavior and reasoned action. Journal of Retailing and Consumer Services, 29: 123-134.
34. Ranaweera, C. (2007). Are satisfied long-term customers more profitable? Evidence from the telecommunication sector. J. Target Meas. Anal. Mark. 15: 113–120.
35. Reints, R. (2019) Consumers Say They Want More Sustainable Products. Now They Have the Receipts to Prove It, https://fortune.com/2019/11/05/sustainability-marketing-consumer-spending/, Assessed on 12/10/2019
36. Ritter, A.M., Borchardt, M., Vaccaro, G.L., Pereira, G.M. and Almeida, F. (2015). Motivations for promoting the consumption of green products in an emerging country: exploring attitudes of Brazilian consumers. Journal of Cleaner Production, 106: 507-520.
37. Schlegelmilch, B.B., Bohlen, G.M. and Diamantopoulos, A. (1996). The link between green purchasing decisions and measures of environmental consciousness. European Journal of Marketing, 30(5): 35-55.
38. Schultz, P.W. and Zeleny, L.C. (2000). Promoting environmentalism. The Journal of Social Issues, 56: 443-457.
39. Shamdasani, P., Chon-Lin, G. and Richmond, D. (1993). Exploring green consumers in an oriental culture: Role of personal and marketing mix. Advances in Consumer Research, 20: 488-493.
40. Soonthonsmai, V. (2007). Environmental or green marketing as global competitive edge: Concept, synthesis, and implication. EABR (Business) and ETLC (Teaching) Conference Proceeding, Venice, Italy.
41. Stutzman, T. M. and Green, S.B. (1982). Factors affecting energy consumption: Two field tests of the Fishbein-Ajzen model. The Journal of Social Psychology, 117(2): 183-201.
42. Tan, B.C. (2011). The role of perceived consumer effectiveness on value-attitude-behaviour model in green buying behaviour context. Aust. J. Basic Appl. Sci. 5, 1766–1771.
43. Teerachote, C., Kessomboom, P., Rattanasiri, A. and Koju, R. (2013). Improving health consciousness and life skills in young people through peer-leadership in Thailand. Kathmandu University Medical Journal, 11(1): 41-44.
44. Tobler, C., Visschers, V.H. and Siegrist, M. (2011). Eating green. Consumers’ willingness to adopt ecological food consumption behaviors. Appetite, 57(3): 674-682.
45. Tsay, Y.Y. (2009). The impacts of economic crisis on green consumption in Taiwan," PICMET '09 – 2009 Portland International Conference on Management of Engineering & Technology, Portland, OR, USA, pp. 2367-2374, doi: 10.1109/PICMET.2009.5261827.
46. Upadhyay, N. and Jain, V. (2022). Green marketing and consumer scepticism in emerging economies. In: Green Marketing in Emerging Economies A Communications Perspective (eds., Emmanuel Mogaji, E., Adeola, O., Adisa, I., Hinson, R.E., Mukonza, C. and Kirgiz, A.C.), Palgrave Studies of Marketing in Emerging Economies, Springer Nature, Switzerland AG.
47. World Bank (2003). World Development Report 2003: Sustainable Development in a Dynamic World--Transforming Institutions, Growth, and Quality of Life. © World Bank. http://hdl.handle.net/10986/5985 Assessed on 12/10/2019
48. Yadav, R. and Pathak, G.S. (2016). Young consumers' intention towards buying green products in a developing nation: Extending the theory of planned behavior. Journal of Cleaner Production, 135: 732-739.
49. Zhang X. and Dong, F. (2020). Why Do Consumers Make Green Purchase Decisions? Insights from a Systematic Review. Int. J. Environ. Res. Public Health, 17(18): 6607.
50. Zheng, G.W., Siddik, A.B., Masukujjaman, M., Alam, S.S. and Akter, A. (2021). Perceived environmental responsibilities and green buying behavior: The mediating effect of attitude. Sustainability, 13(1): 35. https://doi.org/10.3390/su13010035
51. Zhuang, W., Luo, X. and Riaz, M.U. (2021) On the factors influencing green purchase intention: A meta-analysis approach. Front. Psychol. 12: 644020. doi: 10.3389/fpsyg.2021.644020
2. Aman, A.L., Harun, A. and Hussein, Z. (2012). The influence of environmental knowledge and concern on green purchase intention the role of attitude as a mediating variable. British Journal of Arts and Social Sciences, 7(2): 145-167.
3. Ariffin, S., Yusof, J.M., Putit, L. and Shah, M.I.A. (2016). Factors influencing perceived quality and repurchase intention towards green products. Procedia Economics and Finance, 37: 391-396.
4. Barber, N.A., Bishop, M. and Gruen, T. (2014). Who pays more (or less) for pro-environmental consumer goods? Using the auction method to assess actual willingness-to-pay. Journal of Environmental Psychology, 40: 218-227.
5. Blackwell, R.D., Miniard, P.W. and Engel, J.F. (2006). Consumer behavior. 10th edition, Thomson
6. Brand, K.W. (2006). From a turnaround in agrarian policy to a turnaround in consumption patterns? A study along the food supply chain from stable to table, Ernahrungs-Umschau, 53(7): 267.
7. Bujang, M.A., Omar, E.D. and Baharum, N.A. (2018). A Review on Sample Size Determination for Cronbach’s Alpha Test: A Simple Guide for Researchers. Malays. J. Med. Sci. 25(6): 85–99.
8. Chang. J. (2019), Consumer willing to pay more sustainable product, https://www.icis. com/explore/resources/news/2019/06/04/10374331/consumers-willing-to-pay-more-for-sustainable-products-accenture, Assessed on 12/10/2019.
9. Cronbach, L. (1951). Coefficient alpha and the internal structure of tests. Psychomerika, 16: 297-334.
10. Eichhorn, B.R. (2014). Common method variance techniques (Paper AA11–2014). Cleveland, OH: Cleveland State University. https://www.lexjansen.com/mwsug/2014/AA/MWSUG-2014-AA11.pdf Assessed on 12/10/2019
11. Elkington, H. and Makower (1988). The Green Consumers. New York: Penguin Books.
12. Fergus, J. (1991). Anticpating consumer trends. In: The Greening of Businesses (ed., David, A.R.), Cambridge, UK: The University Press.
13. Fornell, C., and Larcker, D.F. (1981). Evaluating Structural Equation Models with unobservable variables and measurement error. Journal of Marketing Research, 18(1): 39–50.
14. Fryxell, G.E. and Lo, C.W. (2003). The influence of environmental knowledge and values on managerial behaviors on behalf of the environment: An empirical examination of managers in China. Journal of Business Ethics, 46(1): 45-69.
15. Gracia, A. and Magistris, T.D. (2013). Organic food product purchase behavior: a pilot study for urban consumers in the South of Italy. Spanish Journal of Agricultural Research, 5(4): 439-451.
16. Hair. Jr.J.F., Black, W.C., Babin, B.J., Anderson, R.E. and Tatham, L.R. (2006). Multivariant Data Analysis. New Jersey: Pearson International Edition.
17. Harman, H.H. (1960). Modern Factor Analysis. Chicago, IL. University of Chicago Press.
18. Jaganath, R. (2016). A study on green purchasing behavior of young consumers in Mettupalayam (Coimbatore District). Int. J. Appl. Res. 2(3): 678-681.
19. Joshi, Y. and Rahman, Z. (2015). Factors affecting green purchase behaviour and future research directions. International Strategic Management Review 3: 128–143.
20. Krause, D. (1993). Environmental consciousness: an empirical study. Journal of Environment and Behaviour, 25(1): 126–142.
21. Kumar, R., Verma, A., Shome, A., Sinha, R., Sinha, S., Jha, P.K., Kumar, R., Kumar, P., Shubham, Das, S., Sharma, P. and Prasad, P.V.V. (2021). Impacts of Plastic Pollution on Ecosystem Services, Sustainable Development Goals, and Need to Focus on Circular Economy and Policy Interventions. Sustainability, 13: 9963.
22. Lin, P. C. and Huang, Y.H. (2012). The influence factors on choice behavior regarding green products based on the theory of consumption values. Journal of Cleaner Production, 22(1): 11-18.
23. Maichum, K., Parichatnon, S. and Peng, K.C. (2016). Application of the extended theory of planned behavior model to investigate purchase intention of green products among Thai consumers. Sustainability, 8(10): 1077.
24. Malik, A., Sudhakar, B. D. and Dutta, D.S. (2018). Management-based Factors of Sports Celebrity Endorsement and Effect on Brand Image. IIM Kozhikode Society & Management Review, 7(1): 75–87. https://doi.org/10.1177/2277975217733882
25. Malik, A., Sudhakar, B.D. and Dutta, D.S. (2018). Management-based Factors of Sports Celebrity Endorsement and Effect on Brand Image. IIM Kozhikode Society & Management Review 7(1): 75–87.
26. Martin, B. and Simintiras, A.C. (1995). The impact of green product lines on the environment: Does what they know affect how they feel? Marketing Intelligence and Planning, 13(4): 16-23.
27. Mathur, N. (2019) Consumers will pay more for sustainable products that can be recycled, survey finds, https://www.livemint.com/news/india/consumers-will-pay-more-for-sustainable-products-that-can-be-recycled-survey-1559705584798.html, Assessed on 12/10/2019.
28. Mensah, J. and Casadevall, S.R. (2019). Sustainable development: Meaning, history, principles, pillars, and implications for human action: Literature review, Cogent Social Sciences, 5:1.
29. Monkelbaan, J. (2011). Trade preferences for environmentally friendly goods and services. In: ICTSD Global Platform on Climate Change, Trade and Sustainable Energy, International Centre for Trade and Sustainable Development, Geneva, Switzerland. http://forumue.de/wp-content/uploads/2015/05/AG_Handel_Trade_Preferences_paper.pdf Assessed on 12/10/2019
30. Mont, O. and Plepys, A. (2008). Sustainable consumption progress: should we be proud or alarmed? Journal of Cleaner Production, 16(4): 531-537.
31. Noor, N.A.M., Muhammad, A., Kassim, A., Jamil, C.Z.M., Mat, N., Mat, N. and Salleh, H.S. (2012). Creating green consumers: how environmental knowledge and environmental attitude lead to green purchase behavior? International Journal of Arts & Sciences, 5(1): 55.
32. Ottman, J. (1992) Sometimes Consumers Will Pay More to Go Green. Journal of International Consumer Marketing, 16: 12-120.
33. Paul, J., Modi, A. and Patel, J. (2016). Predicting green product consumption using theory of planned behavior and reasoned action. Journal of Retailing and Consumer Services, 29: 123-134.
34. Ranaweera, C. (2007). Are satisfied long-term customers more profitable? Evidence from the telecommunication sector. J. Target Meas. Anal. Mark. 15: 113–120.
35. Reints, R. (2019) Consumers Say They Want More Sustainable Products. Now They Have the Receipts to Prove It, https://fortune.com/2019/11/05/sustainability-marketing-consumer-spending/, Assessed on 12/10/2019
36. Ritter, A.M., Borchardt, M., Vaccaro, G.L., Pereira, G.M. and Almeida, F. (2015). Motivations for promoting the consumption of green products in an emerging country: exploring attitudes of Brazilian consumers. Journal of Cleaner Production, 106: 507-520.
37. Schlegelmilch, B.B., Bohlen, G.M. and Diamantopoulos, A. (1996). The link between green purchasing decisions and measures of environmental consciousness. European Journal of Marketing, 30(5): 35-55.
38. Schultz, P.W. and Zeleny, L.C. (2000). Promoting environmentalism. The Journal of Social Issues, 56: 443-457.
39. Shamdasani, P., Chon-Lin, G. and Richmond, D. (1993). Exploring green consumers in an oriental culture: Role of personal and marketing mix. Advances in Consumer Research, 20: 488-493.
40. Soonthonsmai, V. (2007). Environmental or green marketing as global competitive edge: Concept, synthesis, and implication. EABR (Business) and ETLC (Teaching) Conference Proceeding, Venice, Italy.
41. Stutzman, T. M. and Green, S.B. (1982). Factors affecting energy consumption: Two field tests of the Fishbein-Ajzen model. The Journal of Social Psychology, 117(2): 183-201.
42. Tan, B.C. (2011). The role of perceived consumer effectiveness on value-attitude-behaviour model in green buying behaviour context. Aust. J. Basic Appl. Sci. 5, 1766–1771.
43. Teerachote, C., Kessomboom, P., Rattanasiri, A. and Koju, R. (2013). Improving health consciousness and life skills in young people through peer-leadership in Thailand. Kathmandu University Medical Journal, 11(1): 41-44.
44. Tobler, C., Visschers, V.H. and Siegrist, M. (2011). Eating green. Consumers’ willingness to adopt ecological food consumption behaviors. Appetite, 57(3): 674-682.
45. Tsay, Y.Y. (2009). The impacts of economic crisis on green consumption in Taiwan," PICMET '09 – 2009 Portland International Conference on Management of Engineering & Technology, Portland, OR, USA, pp. 2367-2374, doi: 10.1109/PICMET.2009.5261827.
46. Upadhyay, N. and Jain, V. (2022). Green marketing and consumer scepticism in emerging economies. In: Green Marketing in Emerging Economies A Communications Perspective (eds., Emmanuel Mogaji, E., Adeola, O., Adisa, I., Hinson, R.E., Mukonza, C. and Kirgiz, A.C.), Palgrave Studies of Marketing in Emerging Economies, Springer Nature, Switzerland AG.
47. World Bank (2003). World Development Report 2003: Sustainable Development in a Dynamic World--Transforming Institutions, Growth, and Quality of Life. © World Bank. http://hdl.handle.net/10986/5985 Assessed on 12/10/2019
48. Yadav, R. and Pathak, G.S. (2016). Young consumers' intention towards buying green products in a developing nation: Extending the theory of planned behavior. Journal of Cleaner Production, 135: 732-739.
49. Zhang X. and Dong, F. (2020). Why Do Consumers Make Green Purchase Decisions? Insights from a Systematic Review. Int. J. Environ. Res. Public Health, 17(18): 6607.
50. Zheng, G.W., Siddik, A.B., Masukujjaman, M., Alam, S.S. and Akter, A. (2021). Perceived environmental responsibilities and green buying behavior: The mediating effect of attitude. Sustainability, 13(1): 35. https://doi.org/10.3390/su13010035
51. Zhuang, W., Luo, X. and Riaz, M.U. (2021) On the factors influencing green purchase intention: A meta-analysis approach. Front. Psychol. 12: 644020. doi: 10.3389/fpsyg.2021.644020
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Jan 29, 2024
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Dr. Priya Singh, & Dr. Pooja Chauhan. (2024). A STUDY OF FACTORS INFLUENCING THE YOUNG BUYERS’ DECISIONS TO PURCHASE SUSTAINABLE PRODUCTS IN UTTARAKHAND, INDIA. Journal of Population Therapeutics and Clinical Pharmacology, 29(04), 1170–1179. https://doi.org/10.53555/jptcp.v29i04.4233
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Author Biographies
Dr. Priya Singh
(Assistant Professor), Institute of Business Studies, Chaudhary Charan Singh University, Meerut, Uttar Pradesh, India (250 004)
Dr. Pooja Chauhan
(Assistant Professor), Institute of Business Studies, Chaudhary Charan Singh University, Meerut, Uttar Pradesh, India (250 004