Journal ArticleDOI
Factors affecting adoption of green products among youths: a conceptual framework based on evidence from India
TLDR
In this paper, the authors explored different psychographic and cultural factors interplaying in the decision-making process for adoption of green products in India and developed a conceptual framework which includes some pertinent factors including a potential moderating factor affecting the adoption of Green products.Abstract:
Green products have major contribution in changing the mind-set of consumers towards environmental protection, responsible consumption and overall value creation in an ethical manner. Despite efforts from marketers, the adoption of the green products has not been in line with the expectations. Although developed economies have experimented and learned many important cues with respect to the adoption of green products, the emerging economies are still in the transition phase. Using qualitative method, this study explores different psychographic and cultural factors interplaying in the decision-making process for adoption of green products in India. Based on value-belief-norm (VBN) theory, the study then develops a conceptual framework which includes some pertinent factors including a potential moderating factor affecting the adoption of green products. The study provides some important insights for the practitioners and the policy makers.read more
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Journal ArticleDOI
Role of religiosity in purchase of green products by Muslim students: Empirical evidences from India
TL;DR: In this paper, the authors investigated the role of religiosity in Indian Muslim students with the objective of mapping their attitude towards green products and found that religiosity significantly and positively affects collectivism values of consumers, however, religiosity was not associated with the level of eco-literacy of consumers.
Journal ArticleDOI
Firms enabling responsible consumption: a netnographic approach
Bipul Kumar,Nikhilesh Dholakia +1 more
TL;DR: In this paper, the authors explore enablers that firms could use to motivate consumers toward responsible consumption behavior and explore how firms can facilitate consumers to consume responsibly, to attain the sustainable development goals (SDGs).
Book ChapterDOI
Sustainability Marketing and Its Outcomes: A Discussion in the Context of Emerging Markets
TL;DR: In this article, the impact and role of sustainability marketing in the changing business scenario is discussed and 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 societal expectations.