Review of Literature

Green Consumer Behaviour

Minor project report

Submitted to MRSPTU Bathinda in partial fulfillment of the requirements for

the degree of

Master Of Business Administration

SUBMITTED TO: SUBMITTED BY:

Ms. HARPINDER KAUR LAVISH KUMAR

ADMISSION NO:

2017MBA045

ROLL NO………
 GREEN CONSUMER BEHAVIOUR

1. Khan, S. N., & Mohsin, M. (2017). The power of emotional value: Exploring the effects
of values on green product consumer choice behavior explored the consumer choice
behavior for green products in Pakistan. Functional value (price and quality), social
value, conditional value, epistemic value, and emotional value and environmental value
were used to study the consumer choice behavior for green products. It also gauged the
extent to which emotional value moderates the impact of other consumption values on
green product consumer choice behavior. Based on a sample of 260 respondents, the
results indicated that functional value (price), social value and environmental value have
a positive impact on green product consumer choice behavior, while conditional value
and epistemic value have a negative effect. Functional value (quality) and emotional
value do not influence green product consumer choice behavior. As a moderator,
emotional value has a significant effect on the role of functional value, social value,
conditional value, epistemic value and environmental value.
2. Lai, C. K., & Cheng, E. W. (2016) in the study Green purchase behavior of
undergraduate students in Hong Kong examined the effect of undergraduate students’
perceptions of green marketing practices on their attitudes toward the environment, their
perceived environmental problem seriousness, and their environmental responsibility.
Additionally, it examined whether their green products purchase willingness and behavior
will eventually be affected. A sample of undergraduate students in Hong Kong is used.
The measurement and structural models are examined with the partial least squares
approach to structural equation modeling. The structural model is a good fit to the data.
This research reflects a parsimonious picture about undergraduate students’ expectations
of green marketing practices, environmental perception, and purchasing behavior, and
provides insights for green marketers to formulate strategies to encourage well-educated
students to consume green products.
3. Suki, N. M. (2016). Consumer environmental concern and green product purchase in
Malaysia: Structural effects of consumption values examined the effects of consumption
values (i.e. functional value, social value, emotional value, conditional value, and
epistemic value) on Malaysian consumers' environmental concern as expressed in their
 purchase of green products. It also investigated the differences between three usage
groups (light, average, and heavy users) and the significant factors that promote those
differences. The study applied a quantitative method in which a structured self-
administered questionnaire is used. Data is analysed using the Structural Equation
Modelling (SEM) technique via the Analysis of Moment Structure (AMOS) computer
programme version 21, and One-Way Analysis of Variance (ANOVA), using the
Statistical Package for Social Sciences (SPSS) computer programme version 21.
Empirical results confirmed that social value has the paramount impact on consumers'
environmental concern as expressed by their purchase of green products, and that
epistemic value, and functional value quality rank behind. Functional value price,
emotional value, and conditional value have no significant effects. Statistically significant
differences were observed when comparing the light users with average users, and with
heavy users (p < 0.05).
4. Maniatis, P. (2016) in the study titled Investigating factors influencing consumer
decision-making while choosing green products developed a theoretical framework of
green consumer behavior to determine the effects of personal influence, knowledge of
green consumption, attitudes toward green consumption, internal and external moderators
and examines whether these effects differ significantly among purchasing, using and
recycling behaviors. Correlation analysis and multiple regression are applied to assess
data collected by a questionnaire survey. The results indicated that attitudes are the most
significant predictor of purchasing behavior. Using behavior is mainly determined by
income, perceived consumer effectiveness and age, while recycling behavior is strongly
influenced by using behavior.

5. Yadav, R., & Pathak, G. S. (2016) in the study titled Young consumers' intention towards
buying green products in a developing nation: Extending the theory of planned behavior
used the Theory of Planned Behavior (TPB) as its theoretical framework and further
attempted to extend the TPB by incorporating additional constructs (environmental
concern & environmental knowledge) in it. Data was collected using self-administered
questionnaire survey and analyzed with the help of structural equation modeling (SEM).
The finding reported the usefulness of TPB in predicting young consumers' intention
towards purchasing green products. The result also supported the applicability of
 including additional constructs in TPB, as it has improved the predictive utility of the
proposed model (from 27.1% to 37.7%). At the end, the implications for policy makers
and scope for further research have been discussed.

6. Ritter, A. M., Borchardt, M., Vaccaro, G. L., Pereira, G. M., & Almeida, F. (2015) in the
study Motivations for promoting the consumption of green products in an emerging
country: exploring attitudes of Brazilian consumers conducted a survey targeting
individuals who have consumed these products was performed in the largest city in
Southern Brazil. Data were analyzed using a factorial analysis, and a causal structural
equation model was created to evaluate the drivers that promote green consumption. The
elements of Information and Knowledge, Environmental Attitude, Social Context and
Environmental Consciousness were strongly correlated with green consumption.
However, the Quality and Price of green products has shown a weaker relationship with
consumption. These elements indicated that the individuals in the survey recognize and
seek information covering environmental issues, are concerned with the health effects
associated with the consumption of the goods, and reject a brand or company that might
have demonstrated inappropriate environmental behaviours. This outcome suggests that
education might increase green consumption. This research contributed to understand the
main drivers that support the decision about the green products option made for the
surveyed sample.

7. Leszczyńska, A. (2015) in the study Willingness to Pay for Green Products vs Ecological
Value System observed that the self-transcendence values play an important role in
motivating to purchase ecological products. People whose value systems are dominated
by these values will be characterized by higher WTP for environmentally friendly
products. In turn, a cluster of egoistic values, referred to as self-enhancement, has been
found to be negatively related to non-ecological behaviors
8. Sheikh, F. Z. et al.(2015), in the study titled Consumer Green Behaviour Toward Green
Products and Green Purchase Decision showed that there is strong positive relationship
between consumer green behaviour and price, quality and green marketing while brand
and gender difference has very weak relationship with consumer green behaviour.
9. Peschel, A. O. et al., (2015) examined the motivations of consumers making choices
among sustainability-labeled food products, and analyzed the rivers of stated choices for
a dietary staple labeled with carbon and water footprints This study focuses on assessing
the influences of environmental attitudes, values and other individual differences on
sustainably-labeled choices of yoghurt. Applying latent class choice models allowed the
identification of distinct consumer segments based on preferences for price, water and
carbon footprints, and in terms of individual differences. In this study the most important
factors to describe the sustainable consumer behavior were the motivation and several
lifestyle attributes, but also attitude and involvement with the product, as well as values
contributing to profiling the segments.
10. Agyeman, C. M. (2014) in the study Consumers’ buying behavior towards green
products: An exploratory study investigated the relationship between variables that affect
consumers’ buying behaviour for green products and identified the price levels consumers
prefer to pay for green products in the district and the factors that affect the green
products’ buying behaviours of the consumers has also been examined. The findings of
the study reveal that there is significant relationship between the variables which affects
consumers’ buying behaviour for green products. Similarly, the factors affecting the
consumers’ buying behaviour have major implications on purchasing decisions.
11. Jeger, M., et al., (2014) examined the relationship between personal attitudes and
intentions to buy green food products in the study titled Attitudes toward green food
purchase among students: evidence from Eastern Croatia. The study revealed a
significant positive relationship between green food purchase intention and personal
attitudes related to health consciousness, environmental protection and green f ood
origins.
12. Lu et al. (2014) assessesed the variables that influence consumers’ behaviour on the
purchase of green products in the study titled Assessing the variables that influence the
intention of green purchase, and investigated empirically the factors that significantly
contribute the most to the intention to buy green products. The determinants of green
purchase were classified into Social Influence, Environmental Attitude, Environmental
Concern, Perceived Environmental Problem, Perceived Environmental Responsibility,
Perceived Environmental Behaviour, Concern for Self-Image and Role of Government in
the study. The results of the study indicates that the dimension of ‘social influence’,
 ‘Environmental Concern’, ‘Environmental Responsibility’, ‘Perceived Seriousness of
Environmental Responsibility’ and ‘Role of Government’ were by far the strongest and
positive predictors of green purchase intentionality. Another variable that has shown
association with intention to purchase green is ‘Perceived Seriousness of Environmental
Problems’. However, it is negatively and statistically significant.
13. Dagher, G. K., & Itani, O. (2014) Indentified four factors that may influence green
purchasing behaviour in the study titled Factors influencing green purchasing behaviour:
Empirical evidence from the Lebanese consumers, namely; perceived seriousness of
environmental problems, perceived environmental responsibility, perceived effectiveness
of environmental behaviour and concern for self-image in environmental protection. The
perceived seriousness of environmental problems found to be the main contributor to
green purchasing behaviour. A significant positive relationship was also found between
green purchasing behaviour and three factors: ‘perception of the seriousness of
environmentalproblems’, ‘perception of environmental responsibility’ and ‘concern for
self-image in environmental behaviour’. The study says that these three factors can be
used to increase consumers’ green purchasing behaviour. The more environmentally
responsible consumers are, the more willing they will be to buy green substitutes, and
consumers’ self-image is improved when they purchase green products.
14. Anvar, M., & Venter, M. (2014) determined the factors influencing attitudes and purchase
behaviour of green products among Generation Y consumers in South Africa in the
research paper titled Attitudes and Purchase Behaviour of Green Products among
Generation Y Consumers in South Africa.The factors that were under investigation in this
study were social influence, environmental awareness and price. Further the study
investigated whether consumer attitudes can in fact influence consumers’ purchase
behaviour of green products. The effect of attitude on buying behaviour was also
positive; hence consumers with positive attitudes towards green products are more likely
to purchase green products. Further, the findings indicated that there is indeed a
difference between males and females with regards to buying behaviour of green.
15. Gan et al., (2014) examined the factors impacting consumers’ purchasing behavior
toward green products and also identified factors that discriminate between those who
purchase green products and those who don’t. The study says that people engage in
environmental behavior as a result of their desire to solve environmental problem, to
 become role models and a belief that they can help to preserve the environment.
However, consumers’ indications of positive attitude towards environmental issues do not
necessarily lead to actual environmentally friendly purchasing behavior.
16. Shah, R., & Pillai, P. (2014) in the study Consumer’s Environmental Concern & its
Influence on their Purchase Intention: SEM Approach attempted to find the
environmental concern of consumers & its impact on their purchase decision while they
have alternatives available for enviornmet friendly products. In this study five factors
were adoped for primary research from literature review.The purchase intention of
consumers were measured using five factors named, Recyclable products (R), Not-used-
on-animals (NA) products, Energy conservation (EC), Organically grown (OG), Ozone-
friendly (OZ) products. The research reveals that consumers are more willing to purchase
& concerned about recyclable products than any other environmental issue. The study
also reveals that managers & government should focus on increasing awareness &
knowledge among the consumers to accept the environment friendly products.

17. Mahapatra, S. (2013) attempted to understand the factors that influences environment
conscious behaviour for green products in the research paper titled A study on
consumer’s perception for green products: An empirical study from India . In this study
an attempt is made to better understand consumers' environment conscious behaviour, for
developing effective environmental policies required to reinforce green purchase.
18. Hassan, Y., & Nor, M. N. A. M. (2013) in the study Understanding consumer decision
making towards green electronic products determined the level of consumers decision
making towards green electronic products and identified the factors such as attitudes
toward environmental protection, knowledge of the environment, green purchase
intention and safety and health concerns that influence consumers when making a
decision in choosing green electronic products. The study reveals that the level of
decision making among consumers to choose green electronic products is still weak and
also the users are less aware about the existence of a variety of green electronic products
in the market. The findings also indicated that the environmental knowledge and purchase
intention on green products were found to enhance the explanation in predicting
consumer decision making towards green electronic products.The study concluded that
 there are two factors influencing consumers’ decision in choosing green electronic
products, which are environment knowledge and purchase intention.
19. Mazar, N., & Zhong, C. B. (2013) In line with the halo associated with green
consumerism, showed in the study titled Do green products make us better people that
people act more altruistically after mere exposure to green products than after mere
exposure to conventional products. However, people act less altruistically and are more
likely to cheat and steal after purchasing green products than after purchasing
conventional products. Together, our studies show that consumption is connected to
social and ethical behaviors more broadly across domains than previously thought.
20. Xiao, J. J., & Li, H. (2013). examined the association between sustainable consumption
and life satisfaction in the study Sustainable consumption and life satisfaction. The study
found that consumers who reported green purchase intention and behaviour had higher
scores in life satisfaction compared to other consumers after controlling for gender, age,
education, and family income. The findings add evidence to the literature that suggests
happiness is associated with pro social spending.
21. Kaufmann, H. R. et al., (2013) in the study Factors affecting consumers’green
purchasing behavior: An integrated conceptual framework suggested a different approach
to assessing the variables of consumers’ green purchasing behavior and proposed the
integrated framework, in total eight vital factors/aspects of green/environmental issues
are likely to have an impact on consumer green purchasing behavior and also shows that
the Demographic variables play an intervening or mediating role in the framework.

22. Rehman, Z. U., & Dost, M. K. (2013) examined the relationship between factors that
affect the green purchase intentions of consumers in their study titled Conceptualizing
green purchase intention in Emerging markets: An empirical analysis on Pakistan. The
study identified four factors namely; self image, environmental concern, man nature
orientation and social
23. Influence and investigated their influence on the dependent variable, i.e. green purchase
intention. The study reflects that environmental concern does not impact green
purchasing intention, whereas social Influence, self image, man-nature orientation do
influence green purchase intention,
24. Saini, B. (2013) in the study Green marketing and its impact on consumer buying
behavior illustrated that companies need to increase their communication with the
 customers for going green, and that attributes like price and quality are more important
than “environmental responsibility”.
25. Mahesh, N. (2013) in the study Consumer's Perceived value, Attitude and Purchase
Intention of Green Product revealed that the most of the consumers perceive that the
green products have consistent quality, acceptable standard of quality and value for
money. The consumers who have higher education levels and higher monthly income
have higher perceived value towards green products. Besides the middle aged consumers
and employees of private sector have more perceived value towards green products. The
majority of the consumers are more concerned with their food safety, the protection of the
environment and animal welfare. The consumers who have higher education levels and
higher monthly income are more likely to purchase green products. Meanwhile, the
middle age consumers and employees of private sector have more intention in purchasing
of green products. The perceived value, attitude purchase intention towards green
products is also moderately and positively associated with each other. The reasonable
price, value for money and acceptable quality of standards are positively influencing the
consumer's purchase intention of green products. Environmental friendliness and food
safety are also are positively influencing the consumer's purchase intention of green
products.
26. Kang et al., (2012) examined the hotel guests’ willingness to pay a premium for
environmentally friendly and sustainable practices of the U.S. hotel industry in the study
titled Consumers’ willingness to pay for green initiatives of the hotel industry and
investigated the relationship between the level of U.S. hotel guests’ environmental
concern, measured by the New Ecological Paradigm Scale (NEP) and their willingness to
pay (WTP) a premium for hotels’ “green practices.” This study found that U.S. hotel
guests with higher degrees of environmental concerns declare a higher willingness to pay
premiums for hotels’ green initiatives. This avowed willingness supports the social
identity theory and the means-end theory.

27. Cherian, J., & Jacob, J. (2012) studied the concept of green marketing and looks into the
various ways in which the different consumer attributes are related to the concept of
green marketing. The study revealed that the majority of the consumers still lacks ‘green’
knowledge and because of such low awareness towards green products organizations are
 still not pushing towards developing more green products nor are they working hard on
green packaging. Therefore, there is a need for green marketing and a need for a shift in
the consumer behavior and attitude towards more environmental friendly life styles. The
study says, realizing this the companies have also started to educate the masses with an
increase in advertising that puts emphasis on green products and how they are more
beneficial for the consumers. This kind of advertising goes a long way in educating the
masses and promoting the concept of green products among the people. With more and
more consumers willing to pay a little extra towards green products, organizations are
taking notice of the demands and behavior and attitude of the consumers.

28. Boztepe, A. (2012) in the study Green marketing and its impact on consumer buying
behavior analyzed that the environmental awareness, green product features, green
promotion activities and green price affect green purchasing behaviors of the consumers
in a positive way and demographic characteristics have a moderate affect on the
beahviour.