دانلود رایگان مقاله عوامل موثر بر رفتار خرید سبز مصرف کنندگان

Abstract

The green consumption among individuals can be an effective way to minimize the negative impact of consumption on the environment. The research related to green consumption behavior in developing nations such as India is few and far between. Considering this, researchers in the present study have attempted to understand the consumer behavior to buy green products in context of a developing nation; India. The study has used the Theory of Planned Behavior (TPB) and further extended the TPB including additional constructs namely; perceived value and willingness to pay premium (WPP) and measured its appropriateness in determining consumer green purchase intention and behavior. A total of 620 usable responses were collected with the help of a questionnaire survey using the convenience sampling approach. Structural Equation Modeling (SEM) was used to evaluate the strength of relationships among constructs. The findings reported that TPB fully supported the consumers' intention to buy green products which in turn influences their green purchase behavior. Inclusion of additional constructs was supported in the TPB as it has improved the predicted power of the TPB framework in predicting consumer green purchase intention and behavior. At the end, discussion and implications have been discussed.

4. Discussion & Implications

The present research has used TPB and further attempted to incorporate important constructs such as perceived value and willingness to pay premium (WPP) in the TPB model for understanding consumer behavior towards green products. The salient belief constructs of the TPB (behavioral belief, normative belief, and control belief) identified from the focus group were found to have significant positive influence on their respective predictor construct (attitude, subjective norm, and perceived behavioral control). Further, all the predictor constructs significantly influenced the consumer's intention to purchase a green product which in turn influences their purchase behavior. The findings supported the earlier research of Han et al. (2010) and Han and Kim (2010) related to the consumer's intention to visit green hotels. The findings fully supported the role of TPB variables in determining the consumers' intention and behavior towards the green products. This shows the applicability of TPB in determining the consumers' intention and behavior to purchase green products in context of a developing nation; India. Among the added constructs perceived value was reported to have a significant positive influence on the consumer green purchase intention which supported the findings of Chen and Chang (2012) and Rizwan et al. (2013) that emphasizes that role of perceived value of green products in making decisions. Willingness to pay premium (WPP) was not reported to have any significant impact on consumer's green purchase intention which contradicted the findings of Choi and Parsa (2007), Kang et al. (2012), Shen (2008). This may be because price is still an issue for Indian consumers as they are price sensitive in nature (Manaktola and Jauhari, 2007).