Mohd Danish Kirmani

Bio: Mohd Danish Kirmani is an academic researcher from Galgotia's College of Engineering and Technology. The author has contributed to research in topics: Willingness to pay & Political system. The author has an hindex of 5, co-authored 9 publications receiving 88 citations. Previous affiliations of Mohd Danish Kirmani include Aligarh Muslim University.

Role of religiosity in purchase of green products by Muslim students: Empirical evidences from India

Abstract: This paper aims to investigate the role of religiosity in Indian Muslim students with the objective of mapping their attitude towards green products.,Data were generated from 306 Muslim students enrolled in educational institutes located in the national capital of India (i.e. New Delhi). The study sample was identified through purposive sampling, and then the questionnaire was personally administered. The data were analysed using SPSS and AMOS, and research hypotheses were validated using structural equation modelling.,The findings of the present study suggest that environmental concern is a precursor of consumer attitude towards green products, and antecedents of environmental concern are collectivism and eco-literacy. Further, the findings also suggest that religiosity significantly and positively affects collectivism values of consumers. However, religiosity was not found to be significantly associated with the level of eco-literacy of consumers.,Religiosity emerged as one of the main factors that needs to be considered while promoting green products in India. In their promotion messages, green marketers attempting to target Muslim students ought to emphasize that Islamic tenets enjoin upon them to collectively take the responsibility of preserving the environment. The natural resources and the environment may be presented as a gift of Almighty Allah, and steps towards environmental conservation may be projected as a mode of pleasing Allah.,This study is pioneering in the sense that it proposes a comprehensive and practical model for mapping attitude towards green products for young Indian Muslim consumers. In fact, the study takes a lead in examining the role of religiosity as antecedent in mapping of attitude towards green products and the role of collectivism and eco-literacy in influencing environmental concern.

Decoding willingness of Indian consumers to pay a premium on green products

Abstract: Purpose The purpose of this paper is to identify the relevant antecedents of willingness of Indian consumers to pay a premium for green products and empirically validate the relationship between these antecedents and willingness to pay (WTP). Design/methodology/approach Data were generated from 515 students enroled in various educational institutions approved by the All India Council for Technical Education and located in New Delhi and National Capital Region region of India. A combination of researcher-controlled and systematic sampling techniques was employed for the purpose of identifying the sample. Structural equation modelling was used to analyse the data using AMOS 20.0. Findings The study revealed that attitude towards green products (ATGP) has a significant and positive influence on WTP. Additionally, collectivism and environmental concern emerged as predictors of ATGP. Practical implications Marketing practitioners are expected to get deeper insights into reasons that contribute to the formation of positive attitude among Indian consumers towards green products. This understanding may greatly assist proactive marketers in developing appropriate strategies to increase the propensity of WTP a premium for such products. Originality/value The study is pioneering in the sense that the construct WTP for green products had relatively been less explored in the Indian context. The construct WTP is important for Indian consuming class which is dominated by middle and lower middle income groups for whom spending extra from their regular expenditure is a critical and sensitive issue.

Influence of environmental characteristics of the consumers on their willingness to pay for green products: an empirical investigation

Abstract: The main aim of the study was to explore the relationship of environmental characteristics of the consumers on their willingness to pay for green products. The environmental characteristics of the consumers were considered as the measure of their environmental concern, perceived environmental responsibility and attitude towards green products. Hence, more specifically, the objective of the study was to explore the relationship of consumers' environmental concern, their perceived environmental responsibility and their attitude towards green products with their willingness to pay for green products. The data was collected from a researcher controlled sample of students enrolled in post graduate (PG) programs at a reputed Central University in Northern India. Majority of students enrolled in such central government funded public institutions exhibit modern cosmopolitan look and belongs to middle class background. Moreover, student samples have been the preferred group in similar studies as they are easy to locate and are considered to be trendsetters. To meet the objectives of the present study, statistical techniques such as exploratory factor analysis and regression analysis were employed. The findings show that environmental concern and attitude towards green products have statistically significant and positive bearing on willingness to pay while the relationship between perceived environmental responsibility and willingness to pay was found to be statistically insignificant. The study findings have an applied bias and can be of immense help to marketers and researchers alike in understanding green purchase behaviour. The study also lists directions for future researchers.

Environmental attributes and market segmentation: insights from India

Abstract: The main purpose of the study was to identify the segments of consumers based on their environmental attributes (such as eco-literacy, environmental concern, attitude towards green products and willingness to pay for green products). Data was collected from a sample of graduate and post-graduate students enrolled in educational institutions located in the national capital of India (New Delhi) and surrounding areas, popularly known as National Capital Region (NCR). The data collected was analysed with the help of exploratory factor analysis, hierarchical clustering and discriminant analysis. Three segments i.e. Heavy greens, middle greens, and light greens were identified. Heavy greens are characterised by high levels of eco-literacy, environmental concern, positive attitude towards green products and willingness to pay for green products. Middle greens demonstrate high levels of eco-literacy but it does not translate into environmental concern and willingness to pay. Light greens are negatively disposed towards environmental issues and are indifferent towards environment-friendly products. It is expected that the study will be of immense benefit to marketers in identifying and effectively targeting consumer segments and also in dovetailing of marketing strategies in the context of green products in India.

Reevaluating Green Marketing: A Strategic Approach

Abstract: Today's consumers are becoming more and more conscious about the environment and are also becoming socially responsible. Therefore, more companies are responsible to consumers’ aspirations for environmentally less damaging or neutral products. It ensures sustained long-term growth along with profitability. Green marketing is a holistic approach rather than the simple “marketing hype” or tactical opportunism practiced by some. It expands on the basic transaction concept by minimising a transaction's negative impact on the natural environment. Today be it a fad or by principle green initiativeness are an inherent part of many business firms. The “Green Imperative” is impossible to ignore, and companies are scrambling to understand how to develop business models that are more sustainable. This paper provides a bird's eye view on the benefits of green marketing and how to carry out green marketing for the existence of enterprises.