Factors affecting adoption of green products among youths: a conceptual framework based on evidence from India

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.

Firms enabling responsible consumption: a netnographic approach

Abstract: PurposeThis study explores enablers that firms could use to motivate consumers toward responsible consumption behavior. Completing the loop of responsible consumption – linking firms and consumers –helps firms to attain responsible consumption targets as part of the sustainable development goals (SDGs).Design/methodology/approachThe study uses netnography as the qualitative research methodology.FindingsThe important enablers of responsible consumption behavior are choice editing, design intervention, addressing consumers' environmental identity, brand assurance, promoting innovation mindset and consumer empowerment – at the level of consumers and at the crosslevel of interaction between firms and consumers. Such enablers can help the firms in nudging their consumers toward responsible consumption.Research limitations/implicationsUsing the lens of the expectancy–value theory of achievement motivation, this study extends the theoretical domain of responsible consumption.Practical implicationsThe enablers of responsible consumption behaviors found here serve as a useful guide for the strategies to attain the SDGs.Social implicationsThe SDG goal 12 of responsible consumption is the focus of this study. The entire fabric of responsible consumption is woven around anthropocentric views, and hence the findings of this study have clear social implications.Originality/valueThis is a first study to explore how firms can facilitate consumers to consume responsibly, to attain the SDGs. This is also one of the first studies on responsible consumption, using netnography as the research methodology. Additionally, it also extends the applicability of the expectancy–value theory of achievement motivation to the context of responsible consumption behavior.

Sustainability Marketing and Its Outcomes: A Discussion in the Context of Emerging Markets

Abstract: This study explains the impact and role of sustainability marketing in the changing business scenario. It discusses and explores the link between sustainability marketing and brand equity leading to consumers’ preference for the brand in the present era, which is governed by strict environmental regulations and greater societal expectations. The role of sustainable practices is also discussed in the context of channel relationship wherein it is emphasized that the sustainable practices undertaken by the firms would enhance the relationship with their channel partners with similar orientation. The study also discusses that sustainability fuels innovation in a firm. The sustainability marketing practices in a firm are expected to drive innovation since sustainability requires utilizing limited resources in an optimal manner. This study also considers the role of sustainability marketing in shaping the behaviour of consumers towards responsible consumption. It touches upon the potential role of social marketing to alter the behaviour of consumers resulting in responsible consumption. The study highlights some important outcomes of sustainability marketing, which have relevant implications for marketers in emerging markets.