A model for testing green consumer behaviour: the relationship between green attitude and individual behaviour

Research Methodology

A model for testing green consumer behaviour: the relationship between green attitude and individual behaviour

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Anjali Sharma (08)

Heemanshi H (25)

Prashant Saxena (35)

Shivam Katiyar (47)

Sudesh (50)                                                            

A model for testing green consumer behaviour: the relationship between green attitude and individual behaviour

1. Introduction

When we talk about environment, we are talking about living surroundings of every person, animal or plant lives or operates. When we say that we need to take care for our environment we are not only talking about Humans living condition and we are talking about every living being on this earth. Unfortunately, Humans way of living over a period of time has destroyed the environment. Ocean tragedy, Global warming, sea level rise, worse Air quality index ,Unhealthy living conditions are just few factors which are making earth Inhabitant. Knowing all the tragedies of environment humans did not took any step unless all these tragedies started effecting them by means of various viruses due to dirty water or unhealthy food We have not forgotten the effect of Tsunami of 2007,HUD HUD 2017 and outbreak of Nipah Virus which killed various people, Understanding the reason of all this and spreading awareness about it had become essential There are multiple NGO’s and Private firms which has now started taking initiative way more than earlier to spread awareness and to start working towards sustainable environment. Though it's easy to make everyone realise that what is happening to earth is not good for the future but the main reasons which push  a consumer towards green initiative  or pull him from there is what we need to understand and need to correct that.

To encourage everyone to take care of the environment a lot of communities has come together to spread awareness and let every segment of people know that what is right and what is wrong. World environment day is celebrated every 5th June it’s a flagship campaign against global warming, Over population and 3rd Jul is celebrated as  international plastic bag free day. No plastic straws to be used, Ban on plastic bottles and bags ,Ocean cleaning are the major initiative been taken in recent times to make sure that the natural wealth should not deplete before its time.as soon some environment friendly activities happens environment start responding to it immediately. These movements has been going on as old has 1970 though we need these initiatives more desperately now.

To understand the reason of gap in attitude and behaviour when it comes to sustainability various surveys been done that why the concern does not covert into actions. Is the issue lies with awareness or the behaviour of the consumer or just the general attitude or selfishness wherein the extra effort to make sure that environment is not decayed is not been put at all. From almost 10 years and more conscious effort to make environment better has been displayed by various organisations though still the required effort for change has not been put together. Government has started taking a lot of initiatives like LEED program for the various industries to make sure that the carbon foot print should decrease.

Our reason of survey is to find that one link which needs to be corrected or to aim for to bring the change, various studies like behavioural observations, field survey gives us the result of having a strong connection between the attitude and the behaviour of the consumer when it comes to a green buy .Their level of knowledge, Demographics even age and gender has different impact on their attitudes. As if now use of green product is still just a prestige issue or societal pressure unaware about the fact that the green consumption would eventually save the future of the planet. Making people aware about the fact that why consumption of green products is not only important but essential for their lives and there is no other alternative to that.

Earth is losing its resources every day and we are the main reason for it. Economic growth, overuse of natural resources, overconsumption and irresponsible consumption are the major causes of environmental deterioration. We think we will save the planet and save its resources but what do we actually do to save it? Do we plant trees, do we use water wisely, do we use recyclable products; we know all this needs to be done and may be more but what are we doing? Issues pertaining to water, air, vehicle, industrial pollution and waste management has been undertaken by Government. June 2019 was the hottest June in 140 years reported by National Oceanic and Atmospheric Administration. We are affected by this climate change and yet we do nothing except for thinking. Green consumer behaviour is one’s attitudes toward environment, subjective norm, perceived consumer effectiveness, behavioural intention to save the earth and its resources. Not everyone thinks alike but most important thing today is to save the depleted resources so that it can be used in the future for a very long time. Through this research we will try to see relationship between consumer’s behaviour and his attitudes and activities. The theory of planned behaviour will be used for this research. Environment concern, perceived value, eco-literacy and willingness to pay are the variables used to come to conclusion of sustainable behaviour.

2. Literature Review

2.1: Overview

Environmental concerns globally have resulted in awakening the need for Green consumer behaviour. Green consumer behaviour is a sustainable behaviour reflected by the people in terms of choice of purchase, usage of products, post-use and managing household. Also, it encourages usage of organic products and products with lower environmental impacts like biodegradable products.

Ethical form of decision ma

king in purchasing is displayed by individual’s green purchase intention and behaviour (Intention is the willingness for purchasing Green products) and are driven by certain motivational factors which influence GPB.

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