Determinants of pro‐environmental behavior and environmentally conscious consumer behavior: An empirical investigation from emerging market

• DOI: 10.1002/bsd2.82
• Publication Date: 2019-07-29T09:08:09Z
• Authors: Pradeep Kautish; Rajesh Sharma
• Keywords: Consumer behaviour; Mainstream; Environmentally Friendly; Empirical Research; Green Marketing

Abstract Given the due importance of environmentally conscious consumer behavior (ECCB) and willingness to be friendly (WEF), aim this paper is study relationships between determinants pro‐environmental (e.g., perceived behavioral control, environmental knowledge, concern, consequences), with ECCB WEF. The proposed theoretical model grounded in marketing literature, extends theory planned behavior, empirically tested Indian market. A survey questionnaire was administered gather data from 510 respondents state capital country. Structural equation modeling used test hypotheses; results confirm adequate support for model. In addition, found significantly influenced by consumers' consequences, concern related implies that green marketers should direct their efforts towards integrating these four order facilitate WEF products. For promoting ECCB, strengthen knowledge consequences target consumers, augmenting WEF, they improve environment among consumers. This contributes mainstream literature ascertaining distinctive impact noteworthy on emerging markets.