Green consumption and sustainable lifestyle: Evidence from India
Abstract
EconStor is a publication server for scholarly economic literature, provided as a non-commercial public service by the ZBW.
Full text
Kennedy, Rosario Florence; Susainathan, Sahayaselvi; George, Hesil Jerda; Parayitam, Satyanarayana Article Green consumption and sustainable lifestyle: Evidence from India Administrative Sciences Provided in Cooperation with: MDPI – Multidisciplinary Digital Publishing Institute, Basel Suggested Citation: Kennedy, Rosario Florence; Susainathan, Sahayaselvi; George, Hesil Jerda; Parayitam, Satyanarayana (2024) : Green consumption and sustainable lifestyle: Evidence from India, Administrative Sciences, ISSN 2076-3387, MDPI, Basel, Vol. 14, Iss. 10, pp. 1-21, https://doi.org/10.3390/admsci14100262 This Version is available at: https://hdl.handle.net/10419/321072 Standard-Nutzungsbedingungen: Die Dokumente auf EconStor dürfen zu eigenen wissenschaftlichen Zwecken und zum Privatgebrauch gespeichert und kopiert werden. Sie dürfen die Dokumente nicht für öffentliche oder kommerzielle Zwecke vervielfältigen, öffentlich ausstellen, öffentlich zugänglich machen, vertreiben oder anderweitig nutzen. Sofern die Verfasser die Dokumente unter Open-Content-Lizenzen (insbesondere CC-Lizenzen) zur Verfügung gestellt haben sollten, gelten abweichend von diesen Nutzungsbedingungen die in der dort genannten Lizenz gewährten Nutzungsrechte. Terms of use: Documents in EconStor may be saved and copied for your personal and scholarly purposes. You are not to copy documents for public or commercial purposes, to exhibit the documents publicly, to make them publicly available on the internet, or to distribute or otherwise use the documents in public. If the documents have been made available under an Open Content Licence (especially Creative Commons Licences), you may exercise further usage rights as specified in the indicated licence. https://creativecommons.org/licenses/by/4.0/
Citation: Kennedy, Rosario Florence, Sahayaselvi Susainathan, Hesil Jerda George, and Satyanarayana Parayitam. 2024. Green Consumption and Sustainable Lifestyle: Evidence from India. Administrative Sciences 14: 262. https://doi.org/10.3390/admsci 14100262 Received: 11 September 2024 Revised: 10 October 2024 Accepted: 14 October 2024 Published: 17 October 2024 Copyright: © 2024 by the authors. Licensee MDPI, Basel, Switzerland. This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license (https:// creativecommons.org/licenses/by/ 4.0/). administrative sciences Article Green Consumption and Sustainable Lifestyle: Evidence from India Rosario Florence Kennedy 1, Sahayaselvi Susainathan 1, Hesil Jerda George 1and Satyanarayana Parayitam 2,* 1Holy Cross College (Autonomous), Nagercoil (Affiliated to Manonmaniam Sundaranar University, Tirunelveli), Tirunelveli 627012, Tamil Nadu, India; r[email protected] (R.F.K.); [email protected] (S.S.); hesiljer[email protected] (H.J.G.) 2Charlton College of Business, University of Massachusetts Dartmouth, 285 Old Westport Road, North Dartmouth, MA 02747, USA *Correspondence: [email protected] Abstract: This study aims to comprehensively investigate the impact of green consumption on adopting a sustainable lifestyle. Based on the theory of planned behavior (TPB), a simple conceptual model is developed, and hypothesized relationships are tested in the context of a developing country— India. Using proportionate stratified random sampling, data were collected from 422 respondents from five districts in Tamil Nadu, southern India. First, the psychometric properties of the survey instrument were tested by PLS-SEM, and hypotheses were tested using path analysis. The findings show that (i) green product literacy (GPL) is not associated with green product purchase attitude (GPPA), (ii) green product orientation (GPO) is positively related to GPA, and (iii) social influence is positively associated with GPA. The results also indicate that GPA is a precursor to green purchase behavior (GPB), resulting in a sustainable lifestyle. This study found that social influence strengthens the positive effect of GPO on GPPA. From a practical standpoint, this study can provide valuable insights for policymakers, businesses, and organizations aiming to promote sustainable lifestyles by encouraging green consumption. As with any survey research, common method and social desirability biases can be significant limitations. However, every effort has been made to minimize these biases. To the best of our knowledge, the conceptual model is developed and tested for the first time, particularly in the context of a developing country—India. Thus, this study makes a unique contribution to the literature on sustainability. Keywords: green consumption; sustainable lifestyle; green purchase behavior; green purchase attitude 1. Introduction Sustainability, sustainable production, and sustainable consumption have become household names over the last two decades (Bonini and Oppenheim 2008;Chen et al. 2022; Guillen-Royo 2019;Shen et al. 2021;Shimul et al. 2021;Sun et al. 2021;Lubowiecki-Vikuk et al. 2021). Considering the fast rate at which the global environment degrades, governments worldwide have emphasized pro-environmental behavior (Kormos and Gifford 2014;Lisboa et al. 2022;Olsen et al. 2014). As a result, there is a mountain of studies on sustainability, and academic scholars have been devoted substantial space in journals related to the environment and sustainability (Tencati et al. 2016;Welivita et al. 2015;Young 2010). There has been a growing mountain of research in various fields (e.g., green human resource management, green marketing, green consumption, cleaner production, waste management, etc.) worldwide including India. According to recent report (Minhas 2023), the market size of organic product consumption in India is estimated to be USD 762 million in 2025. Economic growth, increased purchasing power, and growing health consciousness are the crucial factors that have resulted in the increased production and consumption of organic products in India. A relatively recent study reported that the dietary choices Adm. Sci. 2024,14, 262. https://doi.org/10.3390/admsci14100262 https://www.mdpi.com/journal/admsci
Adm. Sci. 2024,14, 262 2 of 21 of Indian consumers have radically changed to the consumption of healthier food than in the past (Kirmani et al. 2022;Prakash and Pathak 2017). Early scholars argued that ethical trade is a critical component of livelihood sustainability (Padel and Foster 2005), and over the past two decades, sustainable consumption has attracted attention worldwide. As consumer decisions affect society and the environment (Bonini and Oppenheim 2008), consumers’ attitude towards green production consumption plays a vital role in protecting the environment. As green consumerism is gaining wide currency (Sachdeva et al. 2015), and consumers are aware of the availability of green products, sustainable consumption has become the order of the day. Some studies documented that consumer literacy regarding available green products and their benefits is more likely to change consumer behavior toward green purchasing habits (Bissing-Olson et al. 2016;Castellacci and Tveito 2018;Lee 2008a). Further, Forbes reported that over 87 percent of consumers will have a positive image of companies that produce and supply environmentally friendly products (Butler 2018). As documented by previous researchers, companies encourage consumers to engage in sustainable consumption by making green products available to them (Ramayah et al. 2010). This paper is focused on consumer behavior towards green products, particularly with reference to the largest democratic country, India. The studies conducted worldwide have focused on green product literacy, green product intention, and behavior. In India too the focus has been on sustainable consumption. Green products generally refer to environmentally friendly products with minimal environmental impact (D’Souza et al. 2006). It was found that consumers’ shopping habits have changed in favor of greener and ecologically friendly products because of the awareness of the importance of protecting the environment (Dung et al. 2013). Companies also realize that pursuing environmentally friendly strategies has a positive effect on performance (Danso et al. 2019), and consumers show a preference for products that do not cause harm to the environment. Environmentally conscious consumers are willing to pay a higher price for green products (Rehman et al. 2014). Though the literature on green consumption is exhaustive (Brown and Kasser 2005;Verhofstadt et al. 2016;Kim and Stepchenkova 2019;Lee et al. 2021;Liobikien ˙ e and Poškus 2019), the research has been scattered. Studies relating sustainable consumption to sustainable lifestyle are sparse, and little is known about the relationships between literacy, orientation, attitudes, behavior, and sustainable consumption. Further, there need to be more studies investigating how social influence impacts consumers’ attitudes toward purchasing green products. This study aims to bridge the gap by exploring the attitude–behavior–sustainable lifestyle relationship by focusing on green purchase literacy and orientation as antecedents of attitude and social influence as a moderating variable. More specifically, this study attempts to find answers to the following research questions (RQs): RQ1: How do green purchase literacy, orientation, and social influence affect green product purchase attitudes? RQ2: How does GPPA affect GPPB? RQ3: How does GPPB influence a sustainable lifestyle? RQ4: How does social influence moderate between green purchase literacy, green purchase orientation, and GPPA? 2. Literature Review and Variables in This Study Variables in This Study We constructed a conceptual framework based on six variables: green product literacy (GPL), green product orientation (GPO), social influence, green product purchase attitude (GPPA), green product purchase behavior (GPPB), and sustainable lifestyle. Green Product Literacy (GPL) GPL is concerned with knowledge about the ecosystem’s natural, environmentally friendly products (Kim and Stepchenkova 2019). Consumer literacy regarding green products may profoundly influence the attitude toward purchasing environmentally friendly
Adm. Sci. 2024,14, 262 3 of 21 products (Joshi and Rahman 2015). For example, Biswas (2020) reported that consumers’ attitudes toward purchasing environmentally friendly products may be reflected in their knowledge, which aligns with other studies (Liobikien˙ e and Poškus 2019). Green Purchase Orientation (GPO) GPO refers to the extent to which an individual expresses feeling for products that are not hazardous to the environment. These include natural products that are healthy and environmentally friendly. For example, people who show a strong connection to the natural world—the biosphere (lithosphere, hydrosphere, and atmosphere)—tend to shy away from products that cause harm to other living beings (Lee et al. 2021) and skew toward buying green products which are healthy and also protect the environment from degradation. Social Influence Society, consisting of individuals, groups, and organizations, plays a significant role in shaping consumer behavior. Social influence refers to how people alter their views to accommodate behavioral intentions related to product consumption (Chen et al. 2022). Following the subjective norms of TPB, consumers’ product preferences are impacted by social influence (Lee 2008a). Some earlier scholars reported that consumers’ purchases reflect social perceptions (Shen et al. 2021). Further, individuals create their social identities (Ozaki and Sevastyanova 2011), and to maintain their status as members, they need to conform to the group norms. For example, when a social group values the environment (Grier and Deshpandé2001), it is more likely that the group members will continue purchasing green products to confirm the group’s expectations. Growing environmental concern prompts individuals to benefit from a pro-social reputation and prestige (Griskevicius et al. 2010). Green Product Purchase Attitude (GPPA) According to the TPB, attitude is a precursor to behavior; the green purchase attitude is an antecedent to behavior and the resulting consumption. GPPA is related to consumers’ attitudes toward purchasing and consuming green products that positively affect the environment and humans (Nguyen et al. 2019). GPPA depends on an individual’s psychological evaluation of how the products protect the environment from degradation (Lee 2008b;Sun et al. 2021). The consumers’ responsibility toward a sustainable environment is a driving force in exhibiting an attitude toward purchasing green products (Lubowiecki-Vikuk et al. 2021). Researchers in the past documented that customer attitudes are the key metric for predicting an individual’s behavior regarding the consumption of green products (Kim and Han 2010). Green Product Purchase Behavior (GPPB) GPPB is how consumers prefer purchasing green products to maintain ecological sustainability (Masod and Chin 2014). The consumer’s behavior reflected in sustainable consumption through green products is referred to as GPPB (Wang et al. 2020). Some of the latest studies have reported that consumers tend to buy products characterized by green packaging (Kamboj and Kishor 2022). Some previous studies have reported the positive effect of green citizenship behavior on sustainability (Norton et al. 2015;Pham et al. 2019). Sustainable Lifestyle A sustainable lifestyle is related to an individual’s desire to consume products and services conducive to psychological well-being and sustainability rather than an increase in material consumption that harms the self and the environment (Jackson 2009). A sustainable lifestyle is reflected in the buying habits of consumers. Though the methods of assessing a sustainable lifestyle differ across scholars, some contend that the ecological footprint of household consumption may be used to assess consumer behavior regarding sustainable consumption (Brown and Kasser 2005;Verhofstadt et al. 2016). The consensus is that a sustainable lifestyle largely depends on the consumers’ willingness to participate in sustainable consumption patterns (Andersson et al. 2013). Kasser (2017) pointed out that people differ in sustainable consumption practices, as some adopt ‘strong’ practices, whereas others adopt ‘light’ practices.
Adm. Sci. 2024,14, 262 4 of 21 3. Theoretical Underpinnings and Conceptual Model The theory of planned behavior (TPB) (Ajzen 1991), which is an extension of the theory of reasoned action (TRA) (Ajzen and Fishbein 1977), provides theoretical underpinnings for this research. The basic tenet of the TPB is that attitudes influence intentions, which in turn influence an individual’s behavior. Further, the subjective norms, which are related to the perception of the individual’s behavior by others, dictate whether an individual should engage in such behavior (Ajzen 1991). The subjective norms condition a behavior because an individual engages in behavior only when and if others approve of such behaviors (Ajzen 2002). Researchers have applied the TPB to explain consumer behavior in a wide variety of settings (Arvola et al. 2008;Lee and Yun 2015;Tarkiainen and Sundqvist 2005; Wu and Chen 2014;Yadav and Pathak 2016). Drawing from the TPB, we conceptualize that attitudes precede green consumer behavior, which depends on green product awareness, literacy, and orientation. This study expresses subjective norms reflected in societal concerns for protecting the environment through social influence. As subjective norms condition an individual’s behavior, individuals tend to exhibit green purchase behavior through social influence. Thus, we adopt various components of the TPB in explaining the green purchase attitude and behavior aimed at protecting the environment from degradation (Bamberg and Möser 2007;Kamboj and Kishor 2022;Ramayah et al. 2010). In addition, this theory aims to investigate the effect of green purchase behavior on a sustainable lifestyle. Based on the TPB, this study aims to explore the relationships between the variables stated in the conceptual model presented in Figure 1. Adm.Sci.2024,14,xFORPEERREVIEW4of21 assessingasustainablelifestyledifferacrossscholars,somecontendthattheecological footprintofhouseholdconsumptionmaybeusedtoassessconsumerbehaviorregarding sustainableconsumption(BrownandKasser2005;Verhofstadtetal.2016).Theconsensus isthatasustainablelifestylelargelydependsontheconsumers’willingnesstoparticipate insustainableconsumptionpatterns(Anderssonetal.2013).Kasser(2017)pointedout thatpeopledifferinsustainableconsumptionpractices,assomeadopt‘strong’practices, whereasothersadopt‘light’practices. 3.TheoreticalUnderpinningsandConceptualModel Thetheoryofplannedbehavior(TPB)(Ajzen1991),whichisanextensionofthethe‐ oryofreasonedaction(TRA)(AjzenandFishbein1977),providestheoreticalunderpin‐ ningsforthisresearch.ThebasictenetoftheTPBisthatattitudesinfluenceintentions, whichinturninfluenceanindividual’sbehavior.Further,thesubjectivenorms,whichare relatedtotheperceptionoftheindividual’sbehaviorbyothers,dictatewhetheranindi‐ vidualshouldengageinsuchbehavior(Ajzen1991).Thesubjectivenormsconditiona behaviorbecauseanindividualengagesinbehavioronlywhenandifothersapproveof suchbehaviors(Ajzen2002).ResearchershaveappliedtheTPBtoexplainconsumerbe‐ haviorinawidevarietyofsettings(Arvolaetal.2008;LeeandYun2015;Tarkiainenand Sundqvist2005;WuandChen2014;YadavandPathak2016). DrawingfromtheTPB,weconceptualizethatattitudesprecedegreenconsumerbe‐ havior,whichdependsongreenproductawareness,literacy,andorientation.Thisstudy expressessubjectivenormsreflectedinsocietalconcernsforprotectingtheenvironment throughsocialinfluence.Assubjectivenormsconditionanindividual’sbehavior,individ‐ ualstendtoexhibitgreenpurchasebehaviorthroughsocialinfluence.Thus,weadopt variouscomponentsoftheTPBinexplainingthegreenpurchaseattitudeandbehavior aimedatprotectingtheenvironmentfromdegradation(BambergandMoser2007;Kam‐ bojandKishor2022;Ramayahetal.2010).Inaddition,thistheoryaimstoinvestigatethe effectofgreenpurchasebehavioronasustainablelifestyle. BasedontheTPB,thisstudyaimstoexploretherelationshipsbetweenthevariables statedintheconceptualmodelpresentedinFigure1. Figure1.Theconceptualmodel. 3.1.HypothesesDevelopment 3.1.1.GPLandGPPA Therelationshipbetweengreenproductliteracyandattitudestowardsgreenprod‐ uctshasbeenexaminedbypreviousresearchers(CheahandPhau2011;KimandStep‐ chenkova2019;Shimuletal.2021).Anindividual’sawarenessandinformationaboutthe environmentandnaturalgreenproductsaremorelikelytoinfluencetheirattitudetoward greenproducts.Inastudyon256consumersfromAustralia,researchersfoundthatgreen productliteracyhasapositiveimpactonthegreenpurchaseattitudeofconsumers(Cheah andPhau2011).Shimuletal.(2021)alsoprovidedempiricaljustificationfortheimpactof Figure 1. The conceptual model. 3.1. Hypotheses Development 3.1.1. GPL and GPPA The relationship between green product literacy and attitudes towards green products has been examined by previous researchers (Cheah and Phau 2011;Kim and Stepchenkova 2019;Shimul et al. 2021). An individual’s awareness and information about the environment and natural green products are more likely to influence their attitude toward green products. In a study on 256 consumers from Australia, researchers found that green product literacy has a positive impact on the green purchase attitude of consumers (Cheah and Phau 2011). Shimul et al. (2021) also provided empirical justification for the impact of literacy on attitudes towards green products. In one of the recent studies, Dhir et al. (2021) documented the importance of environmental literacy in changing the attitude and behavior of individuals towards green products. People who are more knowledgeable about environmentally friendly products tend to have a greater appreciation for the benefits of these products and, therefore, are more likely to have a positive attitude towards them (Biswas 2020;Vermeir et al. 2020). They understand these products’ value and positive environmental impact and are willing to pay more for them. Thus, the following hypothesis is proposed: H1: GPL is positively and significantly related to GPPA.
Adm. Sci. 2024,14, 262 5 of 21 3.1.2. GPO and GPPA Several researchers in the past have documented a positive association between orientation and attitude toward green products (Amin et al. 2020;Paswan et al. 2017;Sony and Ferguson 2017;Wickramasinghe 2019). The GPOs of consumers are more likely to increase their feelings about green products (Elias 2020;Yu and Huo 2019). Since consumers’ orientation is related to attitudes toward green products, several companies have focused on producing green products and found that environmental orientation increases performance (Danso et al. 2019;Santra et al. 2021;Wickramasinghe 2019). Consumer orientation is a significant predictor of attitude, prompting companies to emphasize green product development and manufacturing. Based on the available empirical evidence and logical arguments, the following hypothesis is proposed: H2: GPO is positively and significantly related to a green purchase attitude. 3.1.3. Social Influence and GPPA The perceived social pressure that affects an individual’s attitudes is frequently transformed by social influence (Ajzen 1991). In the present day of social media, individuals are more likely to be influenced by communication between the members about the importance attached to environmental protection. Empirical evidence supports the social influence on consumers’ attitudes toward green products (Chen et al. 2021;Ojo and Fauzi 2020). The extant marketing literature has reported the influence of social media and networking on consumer behavior (Koe and Chung 2014;Tjokrosaputro and Cokki 2019;Varshneya et al. 2017). Several other scholars also reported a positive effect of societal impact on the attitude of individuals toward environmentally friendly products (Koe and Chung 2014; Yılmaz and Anasori 2021). Following the TPB, the social influence (subjective norms) on individuals plays a significant role in their attitudes and behavior towards green products (An et al. 2021). Therefore, a plethora of studies reported the influence of social groups on consumer behavior, and individuals tend to conform to societal norms and follow other group members who subscribe to green purchasing. Thus, based on the above arguments, the following hypothesis is proposed: H3: Social influence is positively and significantly related to GPPA. 3.1.4. GPPA and GPPB According to the TPB, attitude is a precursor to behavior (Ajzen 1991). Several scholars have empirically found a positive association between GPPA and GPPB (Dabija et al. 2018; Ogiemwonyi and Harun 2020). Environmental protection and growing health consciousness among consumers prompt them to prefer healthy organic products and wellness, and consumer-changing lifestyles significantly impact the purchase decisions of green products (Crofton et al. 2013;Quah and Tan 2009). Individuals with a positive attitude towards green products are also more likely to perceive environmental benefits and be motivated to purchase and consume green products. Based on the available abundance of empirical evidence (Chen et al. 2022;Nguyen et al. 2019;Vermeir et al. 2020), the following hypothesis is formulated: H4: GPPA is positively and significantly related to GPPB. 3.1.5. GPPB and Sustainable Lifestyle A sustainable lifestyle is concerned with maintaining harmony with society, the economy, and the environment. When consumers buy green products, the behavior aligns with sustainable consumption, a significant component of a sustainable lifestyle. Various environmental and health-related practices result in a sustainable lifestyle (Corral Verdugo 2012). In a recently conducted systematic review of green purchase behavior, Zhang and
Adm. Sci. 2024,14, 262 6 of 21 Dong (2020) found a positive association between green consumption and sustainable consumption. Recent research has reported that millennials are adopting green purchase behaviors aimed at protecting the environment, leading to sustainable consumption (Ali et al. 2023). Individuals who engage in green purchase behavior, actively choosing environmentally friendly products, are likelier to exhibit behaviors and choices aligned with a sustainable lifestyle (Gierszewska and Seretny 2019). Though the research depicting the association of behavior with sustainable consumption is exhaustive, hardly any studies have investigated the effect of behavior on a sustainable lifestyle. Therefore, we offer the following exploratory hypothesis: H5: Green purchase behavior is positively and significantly related to a sustainable lifestyle. 3.1.6. Social Influence as a Moderator Social influence, in addition to directly impacting GPPA, may change the strength of the relationship between (i) GPL and GPPA and (ii) GPL and GPPA. While GPL can potentially increase the GPPA, the influence society (e.g., social networking) may have on individuals further strengthens the relationship. As pointed out earlier, individuals may alter their behavior following social norms (Lee 2008a;Shen et al. 2021), and literacy regarding green products may interact with the social influence to significantly impact an individual’s attitude towards green products. While the confirmation of the group norms is one reason, retaining membership with groups that give weightage to the environment motivates individuals to change their attitude in favor of the green purchase of products and services. Further, an individual’s orientation towards green products, in addition to having a positive effect on their attitude towards green purchases, may interact with social influence to strengthen the positive effect (Grier and Deshpandé2001;Griskevicius et al. 2010). Though previous studies did not investigate social influence as a moderator in the relationship between green product literacy and orientation and attitude, it will be interesting to explore such a relationship (Chen et al. 2022). Therefore, based on the direct relationships, we offer the following exploratory moderation hypotheses: H1a: Social influence moderates the relationship between GPL and GPPA such that at higher levels of social influence, the relationship between GPL and GPPA becomes stronger. H2a: Social influence moderates the relationship between GPO and GPPA such that at higher levels of social influence, the relationship between GPO and GPPA becomes stronger. 4. Materials and Methods 4.1. Sample To test the hypothesized relationships, we collected data from respondents from five districts in Tamil Nadu, the southern part of India. Though India is the largest country in terms of population, the demographic characteristics of the population are similar across various parts of the country. We collected respondents from Tamil Nadu because of the proximity to the researchers. Since no remarkable differences exist with regard to the cultural values and consumption habits of people throughout the country, a sample from any part of the country will be a representative sample. A survey instrument was prepared, and a proportionate stratified random sampling technique was used to collect data. The data collection started in March and was completed by the end of May 2023. In all, we received 422 surveys that were complete. The sample size exceeds the minimum of 382 when the population is over 100,000 (Krejcie and Morgan 1970), and researchers felt satisfied with the total number of respondents. To test for non-response bias, the researchers tested the first seventy-five respondents with the last seventy-five respondents and found no statistical difference between these two groups.
Adm. Sci. 2024,14, 262 7 of 21 4.2. Demographic Profile The sample consisted of 166 (39.3%) males and 256 (60.7%) females. Most of the respondents were in the age group of 26–30 years (78; 45.1%). The socio-economic status of respondents is presented in Table 1. Table 1. Demographic profile of the respondents. Category Profile Total Number Percentage Gender Male 166 39.3 Female 256 60.7 Age 16–20 44 10.4 21–25 64 15.2 26–30 78 18.5 31–35 76 18.0 36–40 35 8.3 41–45 22 5.2 46–50 34 8.1 >50 and above 69 16.4 Education qualifications Primary 27 6.4 Secondary 35 8.3 Higher secondary 29 6.9 Undergraduate 141 33.4 Postgraduate 129 30.6 Professional 54 12.8 Technical 7 1.7 Annual salary Less than INR 250,000 (USD 3000) 215 50.9 INR 250,000–INR 500,000 (USD 3000–USD 6000) 88 20.9 INR 500,000–INR 750,000 (USD 6000–USD 9000) 39 9.2 INR 750,000–INR 1,000,000 (USD 9000–USD 12,000) 30 7.1 INR 1,000,000–INR 1,250,000 (USD 12,000–USD 15,0000) 9 2.1 More than INR 1,250,000 (USD 15,000) 41 9.7 Marital status Married 283 67.1 Unmarried 125 29.6 Divorced 5 1.2 Widowed 9 2.1 Occupation Government employees 34 8.1 Private employees 147 34.8 Students 112 26.5 Housewife 68 16.1 Businessperson 35 8.3 Retirees 26 6.2 Number of members in the family One 8 1.9 Two 30 7.1 Three 61 14.5 Four 202 47.9 Five and more 121 28.7 Amount spent on green products per annum Lower than INR 25,000 (USD 300) 133 31.5 INR 25,000–INR 50,000 (USD 300–USD 600) 108 25.6 INR 50,000–INR 100,000 (USD 600–USD 1200) 76 18.0 INR 100,000–INR 200,000 (USD 1200–USD 2400) 49 11.6 Above INR 200,000 (USD 2400) 56 13.3
Adm. Sci. 2024,14, 262 8 of 21 Table 1. Cont. Category Profile Total Number Percentage Where do they buy green products Pharmacy 18 4.3 Mall 30 7.1 Departmental store 127 30.1 Local market 177 41.9 Petty shops 19 4.5 Online 46 10.9 Producing ourselves 5 1.2 How often do they purchase green products Daily 28 6.6 Weekly 160 37.9 Fortnightly 67 15.9 Monthly 93 22.0 Rarely 74 17.5 How many years since they bought green products Past 1 year 83 19.7 1 to 3 years 96 22.7 3 to 5 years 99 23.5 More than 5 years 144 34.1 How they recognize green products Eco-label 117 27.7 Name 31 7.3 Brand 75 17.8 Quality 179 42.4 Package 20 4.8 4.3. Measures All constructs were measured on a five-point Likert scale (anchored as ‘1’ = ‘strongly disagree’ and ‘5’ = ‘strongly agree’). All the constructs along with indicators and the sources were mentioned in Table 2. Table 2. Confirmatory Factor Analysis. Variables Alpha Standard Loading (λyi) Reliability (λ2yi) Variance (Var(εi)) Variance-Extracted Estimate Σ(λ2yi)/[(λ2yi) + (Var(εi))] Green product literacy (Biswas 2020) 0.93 0.83 I am very knowledgeable about green product that protects human health from various diseases 0.86 0.74 0.26 I know how to select green products 0.93 0.86 0.14 I understand the green symbols on product packages 0.93 0.86 0.14 All the products with green certification are environmental-friendly 0.92 0.84 0.16 Green product orientation (Chen et al. 2022) 0.77 0.63 Human activities that exploit natural and biological resources endanger the environment 0.85 0.72 0.28 I consider the environmental impact of my actions when making many of my consumption decisions 0.77 0.59 0.41 I would describe myself as environmentally responsible 0.77 0.59 0.41
Adm. Sci. 2024,14, 262 15 of 21 (Dhir et al. 2021). Second, the findings from this study provide strong support for the relationship between GPO and GPPA (Hypothesis 2), which aligns with results from past studies (Amin et al. 2020;Paswan et al. 2017;Sony and Ferguson 2017;Wickramasinghe 2019). The findings validate the assertion that individuals with a higher GPO are more likely to exhibit positive attitudes toward purchasing green products. Third, this study empirically supports the positive relationship between social influence and GPPA (Hypothesis 3). Several previous studies from the literature supported the positive impact of social influence on the attitude of consumers towards green products (An et al. 2021; Chen et al. 2021;Koe and Chung 2014;Yılmaz and Anasori 2021). Understandably, an individual’s behavior is influenced by the opinions, perceptions, and recommendations of people around them (e.g., friends, family members, colleagues). Thus, social influence plays a significant role in motivating individuals towards making environmentally friendly purchase decisions. The literature review also reveals that studies conducted in other countries yielded similar results. For example, health consciousness, purely nutritional perspectives, and the perceived values of the consumption of organic products were the major factors in organic consumption. Fourth, the results support that GPPA is a precursor to GPB (Hypothesis 4). Following the TRA, which asserts that attitudes lead to behavior, individuals who exhibit high attitudes toward green products are more likely to translate their attitudes into behavior. Some earlier scholars also empirically demonstrated the positive effect of attitude on behavior concerning sustainable purchasing (Chen et al. 2022;Crofton et al. 2013;Dabija et al. 2018;Nguyen et al. 2019;Ogiemwonyi and Harun 2020;Vermeir et al. 2020). Fifth, the positive association of GPB with a sustainable lifestyle (Hypothesis 5) aligns with earlier studies (Ali et al. 2023;Gierszewska and Seretny 2019). Considering the increasing importance of a sustainable environment, individuals must lead sustainable lifestyles that society appreciates. These results reiterate the importance of shaping positive attitudes and aligning them with sustainable behaviors, ultimately contributing to the broader goal of environmentally conscious consumption. When followed by most people in society, they contribute to sustainable ways of living by protecting the environment from degradation (Gierszewska and Seretny 2019). Sixth, the results did not support the moderating effect of social influence on the relationship between GPL and GPPA (Hypothesis 1a). In this study, we did not find either a direct effect of the literature on the attitude or an interaction of social influence with literacy on the attitude. Seventh, the moderation effect of social influence in the relationship between GPO and GPPA was supported in this research (Hypothesis 2a). Individuals are thus more likely to be influenced by their friends and colleagues to change their attitude towards green purchasing, especially when they have an orientation towards green behavior. The conceptual model is validated except for the relationship between literacy and attitude and the interaction of literacy and social influence on attitude. 6.1. Theoretical Contributions Drawing on the TPB, the results from the present study have several contributions to sustainability and pro-environmental behavior. First, in the context of a thickly populated developing country—India—this study indicates that literacy regarding the benefits of green purchasing is necessary but inadequate to foster an attitude towards green consumption. Second, the green purchase orientation plays a significant role in enhancing the attitude towards green product purchases. Third, the effect of social influence on an individual’s attitude toward green purchases is substantial. Therefore, opinions and suggestions from family members, friends, peers, and others play a vital role in influencing the attitude of individuals toward green purchases and consumption. Fourth, as predicted, green purchase behavior is an antecedent to a sustainable lifestyle. Besides the satisfaction from consuming products, individuals tend to derive personal pleasure in terms of exhibiting environmental concern by purchasing products that do not hurt the environment. Though an individual’s values, beliefs, and perceptions are essential, the cumulative effect
Adm. Sci. 2024,14, 262 16 of 21 of their orientation and social influence is vital in a sustainable lifestyle. Individuals are more inclined to engage in green consumption when it is consistent with the values of their peers, friends, and family members. To sum up, the conceptual model adds to the bourgeoning research on sustainability. 6.2. Practical Implications The findings from this study have several implications for practicing managers, administrators, and society. First, organizations need to promote products that do not harm the environment. Second, GPL is essential to bring awareness about the benefits of green products, and such understanding is vital in influencing attitudes. Following the attitude– intention–behavior relationship, an individual’s attitude toward green purchase leads to green purchase behavior; this study recommends that organizations be cognizant of how individuals feel about the products that help protect the environment so that they engage in purchasing and consuming those products. Second, since orientation is crucial in attitude formation, promoting green consumption by incentivizing customers to engage in green purchases is necessary. Creating and marketing eco-friendly products and advertising them increases the customers’ orientation towards green consequences, increasing their attitude towards green products and their subsequent purchase behavior. According to our study, a sustainable lifestyle depends on buying and consuming green products. The third practical implication is to find ways to educate individuals about green product benefits. Educational institutions must conduct seminars and courses to teach the students about pro-environmental products. The students, who are the future generations who will live in the world, must understand the benefits of green product buying and consumption to protect the environment from degradation. Additionally, governments must take the necessary steps to promote sustainability by offering incentives for the organizations that manufacture and sell green products. Further, initiatives encouraging green consumerism can be developed through collaboration between businesses, governments, and non-government organizations (NGOs). To sum up, enabling sustainable lives through green consumption involves a multifaceted strategy that combines education, teamwork, and reforms in the law to protect the environment. 6.3. Limitations Some of the limitations of this study need to be acknowledged. First, though we used representative samples to test the hypothesized relationships, a small sample size is a potential limitation that may limit the generalizability of the findings across different parts of the world. However, to the extent that living conditions are similar in developing countries, we expect the results to be generalizable across other developing nations. Second, as with any survey-based cross-sectional study, our research suffers from common method bias. Though we have taken adequate care and tested statistically to minimize the common method variance, cross-sectional studies cannot eliminate this bias. Therefore, the results need to be interpreted considering this limitation. Third, social desirability bias, another inherent limitation in survey-based research, may skew the results. However, some researchers contend that maintaining the survey results’ anonymity can minimize social desirability bias. We included a statement that the researchers will protect the privacy of respondents by promising that the contents of the surveys will not be revealed. Fourth, we focused on a limited number of variables influencing the green behavior of individuals. Some variables might have been omitted, which may have influenced the green purchase behavior of individuals. 6.4. Suggestions for Future Research This study has several avenues for future research. First, to improve the generalizability of the findings, future studies may aim for more extensive and more numerous samples. Second, future researchers may focus on the respondents’ cultural, geographical, and socio-economic conditions that may profoundly affect green purchase behavior and
Adm. Sci. 2024,14, 262 17 of 21 consumption. Third, cross-country comparisons—between various developing countries and developing versus developed countries—may help to understand the differences in an individual’s attitude–intention–behavior relationship concerning green product purchase behavior and sustainable lifestyle. For example, though socio-demographic factors may not play a significant role, health consciousness prompts consumers to engage in buying and consuming organic food in Sweden and Greece (Diagourtas et al. 2023). Similar studies conducted in Denmark revealed that a purely nutritional perspective was considered as healthy eating, and hence, Danish consumers prefer organic food (Ditlevsen et al. 2019). In a study conducted in Vietnam, researchers found that perceived values and reasons drive the consumers’ intention to buy organic food (Nguyen and Dang 2022). Fourth, future studies may investigate the antecedents to green purchase awareness and literacy, GPO, and social influence. Since this study was focused on the consequences of green purchase literacy, orientation, and social influence, future researchers may identify some moderator variables that influence these direct relationships. Fifth, it will be interesting to identify the factors that encourage the green consumption and sustainable lifestyle decisions of individuals. Though difficult, future researchers can conduct longitudinal studies to see how the individuals’ behavior changes after initiating training programs and educational sessions regarding the benefits of green purchase production and consumption. It would also be interesting to compare the self-reported data about purchase attitudes and the actual purchase behavior of individuals. Since this study concentrated on six variables, future studies may include additional variables that may act as moderators (e.g., promotions by organizations for green products by offering price discounts and incentives) that may profoundly influence an individual’s green purchase attitude and behavior. Further, future studies may investigate the behaviors differentiated by factors such as gender or age (e.g., elderly vs. younger individuals), income, and personality characteristics by using a large sample. Organizations may conduct green awareness programs to stimulate green product consumption and promote the sustainable lifestyles of individuals. Eco-labels and certifications may also promote sustainable consumption. The existing literature revealed that businesses are encouraged to embrace sustainable practices and communicate their commitment through marketing tactics, as customers show willingness to invest in green products, thereby speeding up the availability and accessibility of green products. An innovative journey towards a more harmonious connection between human consumption and the environment is indicated by the collaboration between ethical trade, sustainable consumption, and the development of green products. As society adopts a more mindful and responsible approach to consuming, changing consumer attitudes and market dynamics indicate the possibility of change. 6.5. Conclusions This study highlights the importance of green product attitude in driving a sustainable lifestyle. Though GPL did not significantly impact green purchase attitude, this study concludes that green orientation is a significant predictor of attitude. This study also found that societal influence plays a vital role in GPPAs; it is essential to have a sustainable society. In developing countries such as India, with several million people under the poverty line, these populations often focus on survival rather than protecting the environment. As survival precedes the environment in importance, it is essential to bring reforms by educating people about the benefits of green consumption. The results of this study underscore the importance of encouraging green consumption to promote a sustainable lifestyle. From a practical standpoint, the analysis can provide valuable insights for policymakers, businesses, and organizations aiming to promote sustainable lifestyles by encouraging green consumption.
Adm. Sci. 2024,14, 262 18 of 21 Author Contributions: Conceptualization, R.F.K., S.S. and H.J.G.; methodology, R.F.K., S.P. and H.J.G.; software, H.J.G., S.P. and R.F.K.; validation, R.F.K., S.S. and S.P.; formal analysis, H.J.G., S.P. and S.S.; investigation, R.F.K. and S.S.; resources, R.F.K., H.J.G. and S.S.; data curation, H.J.G. and S.P.; writing—original draft preparation, R.F.K., S.S. and S.P.; writing—review and editing, S.S., H.J.G. and S.P.; visualization, R.F.K.; supervision, S.S.; project administration, S.S. All authors have read and agreed to the published version of the manuscript. Funding: This research received no external funding. Institutional Review Board Statement: This study did not require ethical approval. Informed Consent Statement: Not applicable. Data Availability Statement: Data will be available upon request from authors. Conflicts of Interest: The authors declare no conflicts interest. References Aiken, Leona S., and Stephen G. West. 1991. Multiple Regression: Testing and Interpreting Interactions. Thousand Oaks: Sage Publications, Inc. Ajzen, Icek. 1991. The theory of planned behavior. Organizational Behavior and Human Decision Processes 50: 179–211. [CrossRef] Ajzen, Icek. 2002. Residual effects of past on later behavior: Habituation and reasoned action perspectives. Personality and Social Psychology Review 6: 107–22. [CrossRef] Ajzen, Icek, and Martin Fishbein. 1977. Attitude-behavior relations: A theoretical analysis and review of empirical research. Psychological Bulletin 84: 888–918. [CrossRef] Ali, Madad, Shakir Ullah, Muhammad Salman Ahmad, Mui Yee Cheok, and Hamood Alenezi. 2023. Assessing the impact of green consumption behavior and green purchase intention among millennials toward sustainable environment. Environmental Science and Pollution Research 30: 23335–47. [CrossRef] [PubMed] Amin, Izzat, Suhaiza Zailani, and Muhammad Khalilur Rahman. 2020. Predicting employees’ engagement in environmental behaviours with supply chain firms. Management Research Review 44: 825–48. [CrossRef] An, Daeseong, Seonggoo Ji, and Ihsan Ullah Jan. 2021. Investigating the Determinants and Barriers of Purchase Intention of Innovative New Products. Sustainability 13: 740. [CrossRef] Anderson, James C., and David W. Gerbing. 1988. Structural equation modeling in practice: A review and recommended two-step approach. Psychological Bulletin 103: 411–23. [CrossRef] Andersson, Lynne, Susan E. Jackson, and Sally Russell. 2013. Greening organizational behavior: An introduction to the special issue. Journal of Organizational Behavior 34: 151–55. [CrossRef] Arvola, Anne, Marco Vassallo, Moira A. Dean, Piritta Lampila, Anna Saba, Liisa A. Lähteenmäki, and Richard Shepherd. 2008. Predicting intentions to purchase organic food: The role of affective and moral attitudes in the theory of planned behaviour. Appetite 50: 443–54. [CrossRef] Bamberg, Sebastian, and Guido Möser. 2007. Twenty years after Hines, Hungerford, and Tomera: A new meta-analysis of psycho-social determinants of pro-environmental behaviour. Journal of Environmental Psychology 27: 14–25. [CrossRef] Bissing-Olson, Megan J., Kelly S. Fielding, and Aarti Iyer. 2016. Experiences of pride, not guilt, predict pro-environmental behavior when pro-environmental descriptive norms are more positive. Journal of Environmental Psychology 45: 145–53. [CrossRef] Biswas, Aindrila. 2020. A nexus between environmental literacy, environmental attitude and healthy living. Environmental Science and Pollution Research 27: 5922–31. [CrossRef] [PubMed] Bonini, Sheila, and Jeremy Oppenheim. 2008. Cultivating the Green Consumer. Stanford Social Innovation Review 6: 56–61. Brown, Kirk Warren, and Tim Kasser. 2005. Are psychological and ecological well-being compatible? The role of values, mindfulness, and lifestyle. Social Indicators Research 74: 349–68. [CrossRef] Butler, Adam. 2018. Do Customers Really Care About Your Environmental Impact? Forbes. Available online: https://www.forbes.com/ sites/forbesnycouncil/2018/11/21/do-customers-really-care-about-your-environmental-impact/?sh=405a367b240d (accessed on 11 November 2023). Castellacci, Fulvio, and Vegard Tveito. 2018. Internet use and well-being: A survey and a theoretical framework. Research Policy 47: 308–25. [CrossRef] Cheah, Issac, and Ian Phau. 2011. Attitudes towards environmentally friendly products: The influence of ecoliteracy, interpersonal influence and value orientation. Marketing Intelligence and Planning 29: 452–72. [CrossRef] Chen, Chih-Jou, Pei-Hsuan Tsai, and Jia-Wei Tang. 2021. How informational-based readiness and social influence affect usage intentions of self-service stores through different routes: An elaboration likelihood model perspective. Asia Pacific Business Review 27: 1–30. [CrossRef] Chen, Xia, Muhammad Khalilur Rahman, Md. Sohel Rana, Md. Abu Issa Gazi, Md. Atikur Rahaman, and Noorshella Che Nawi. 2022. Predicting Consumer Green Product Purchase Attitudes and Behavioral Intention During COVID-19 Pandemic. Frontiers in Psychology 12: 760051. [CrossRef]
Adm. Sci. 2024,14, 262 19 of 21 Cohen, Jacob. 1988. Statistical Power Analysis for the Behavioral Sciences. New York: Routledge Academic. Corral Verdugo, Victor. 2012. The positive psychology of sustainability. Environment, Development and Sustainability 14: 651–66. [CrossRef] Crofton, Emily C., Anne Markey, and Amalia G. M. Scannell. 2013. Consumers’ expectations and needs towards healthy cereal based snacks: An exploratory study among Irish adults. British Food Journal 115: 1130–48. [CrossRef] Dabija, D-Cristian, Bejan Brandusa, and David B. Grant. 2018. The impact of consumer green behaviour on green loyalty among retail formats: A Romanian case study. Moravian Geographical Reports 26: 173–85. [CrossRef] Dangelico, Rosa Maria, and Pierpaolo Pontrandolfo. 2010. From green product definitions and classifications to the Green Option Matrix. Journal of Cleaner Production 18: 1608–28. [CrossRef] Danso, Albert, Samuel Adomako, Joseph Amankwah-Amoah, Samuel Owusu-Agyei, and Renata Konadu. 2019. Environmental sustainability orientation, competitive strategy, and financial performance. Business Strategy and the Environment 28: 885–95. [CrossRef] Dhir, Amandeep, Mohd Sadiq, Shalini Talwar, Mototaka Sakashita, and Puneet Kaur. 2021. Why do retail consumers buy green apparel? A knowledge-attitude-behaviour-context perspective. Journal of Retailing and Consumer Services 59: 102398. [CrossRef] Diagourtas, Georgios, Kostas Kounetas, and Vasiliki Simaki. 2023. Consumer attitudes and sociodemographic profiles in purchasing organic food products: Evidence from a Greek and Swedish survey. British Food Journal 125: 2407–23. [CrossRef] Ditlevsen, Kia, Peter Sandøe, and Jesper Lassen. 2019. Healthy food is nutritious, but organic food is healthy because it is pure: The negotiation of healthy food choices by Danish consumers of organic food. Food Quality and Preference 71: 46–53. [CrossRef] Dung, Tran Thi Thu, Valirie Cappuyns, Rudy Swennen, and Nguyen ky Phung. 2013. From geochemical background determination to pollution assessment of heavy metals in sediments and soils. Reviews in Environmental Science and Bio/Technology 12: 335–53. [CrossRef] D’Souza, Clare, Mehdi Taghian, and Peter Lamb. 2006. An empirical study on the influence of environmental labels on consumers. Corporate Communications: An International Journal 11: 162–73. [CrossRef] Elias, Troy. 2020. The impact of media use, identity, and pro-environmental orientations on racial/ethnic groups’ attitudes toward eco branding. Howard Journal of Communications 31: 99–118. [CrossRef] Fornell, Claes, and David F. Larcker. 1981. Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research 18: 39–50. [CrossRef] Gierszewska, Gra˙ zyna, and Marek Seretny. 2019. Sustainable behaviour—The need of change in consumer and business attitudes and behaviour. Foundations of Management 11: 197–208. [CrossRef] Grier, Sonya A, and Rohit Deshpandé. 2001. Social Dimensions of Consumer Distinctiveness: The Influence of Social Status on Group Identity and Advertising Persuasion. Journal of Marketing Research 38: 216–24. [CrossRef] Griskevicius, Viadas, Joshua M. Tybur, and Bran Van den Bergh. 2010. Going green to be seen: Status, reputation, and conspicuous conservation. Journal of Personality and Social Psychology 98: 392–404. [CrossRef] [PubMed] Guillen-Royo, Monica. 2019. Sustainable consumption and wellbeing: Does on-line shopping matter? Journal of Cleaner Production 229: 1112–24. [CrossRef] Hair, Joseph F., Jeffrey J. Risher, Marko Sarstedt, and Christian M. Ringle. 2019. When to use and how to report the results of PLS-SEM. European Business Review 31: 2–24. [CrossRef] Hair, Joseph F, Marko Sarstedt, and Christian M. Ringle. 2017. Partial Least Squares Structural Equation Modelling. In Handbook of Market Research. Cham: Springer, pp. 1–40. [CrossRef] Hundal, Bkramjit Singh, and Vikas Kumar. 2015. Consumer Perception towards Green Products: A Factor Analytic Approach. Pacific Business Review International 7: 1–7. Jackson, Tim. 2009. Beyond the Growth Economy. Journal of Industrial Ecology 13: 487–90. [CrossRef] Joshi, Yatish, and Zillur Rahman. 2015. Factors Affecting Green Purchase Behaviour and Future Research Directions. International Strategic Management Review 3: 128–43. [CrossRef] Kamboj, Kavita, and Nawal Kishor. 2022. Influence of Customer Perceived Values on Organic Food Consumption Behaviour: Mediating Role of Green Purchase Intention. FIIB Business Review. [CrossRef] Kasser, Tim. 2017. Living both well and sustainably: A review of the literature, with some reflections on future research, interventions and policy. Philosophical Transactions of the Royal Society A: Mathematical, Physical and Engineering Sciences 375: 20160369. [CrossRef] Kennedy, Peter. 1997. A Guide to Econometrics. Cambridge, MA: MIT Press. Kim, Min-Seong, and Svetiana Stepchenkova. 2019. Altruistic values and environmental knowledge as triggers of pro-environmental behavior among tourists. Current Issues in Tourism 23: 1575–80. [CrossRef] Kim, Yunhi, and Heesup Han. 2010. Intention to pay conventional-hotel prices at a green hotel—A modification of the theory of planned behavior. Journal of Sustainable Tourism 18: 997–1014. [CrossRef] Kirmani, Mohd Danish, Nazia Shahzad, Asad Ahmad, S. M. Fatah Uddin, Sheenam Ayyub, and Mohd Adil. 2022. Socio-environmental considerations and organic food consumption: An empirical investigation of the attitude of Indian consumers. Food Quality and Preference 100: 104604. [CrossRef] Koe, Chulmo, and Namho Chung. 2014. Examining the eco-technological knowledge of Smart Green IT adoption behavior: A self-determination perspective. Technological Forecasting and Social Change 88: 140–55. [CrossRef]
Adm. Sci. 2024,14, 262 20 of 21 Kormos, Christine, and Robert Gifford. 2014. The validity of self-report measures of pro-environmental behavior: A meta-analytic review. Journal of Environmental Psychology 40: 359–71. [CrossRef] Krejcie, Robert V, and Daryle W. Morgan. 1970. Determining sample size for research activities. Educational and Psychological Measurement 30: 607–10. [CrossRef] Lee, Hyun-Joo, and Zee-Sun Yun. 2015. Consumers’ perceptions of organic food attributes and cognitive and affective attitudes as determinants of their purchase intentions toward organic food. Food Quality and Preference 39: 259–67. [CrossRef] Lee, Kaman. 2008a. Opportunities for green marketing: Young consumers. Marketing Intelligence & Planning 26: 573–86. [CrossRef] Lee, Su-Yol. 2008b. Drivers for the participation of small and medium-sized suppliers in green supply chain initiatives. Supply Chain Management 13: 185–98. [CrossRef] Lee, Yong-Ki, Choong-Ki Lee, Woojin Lee, and Muhamamd Shakil Ahmad. 2021. Do hedonic and utilitarian values increase pro-environmental behaviour and support for festivals? Asia Pacific Journal of Tourism Research 26: 921–34. [CrossRef] Liobikien ˙ e, Genovait ˙ e, and Mykolas Simas Poškus. 2019. The Importance of Environmental Knowledge for Private and Public Sphere Pro-Environmental Behavior: Modifying the Value-Belief-Norm Theory. Sustainability 11: 3324. [CrossRef] Lisboa, Ana, Liliana Vitorino, and Raquel Antunes. 2022. Gen Zers’ intention to purchase products with sustainable packaging: An alternative perspective to the attitude-behaviour gap. Journal of Marketing Management 38: 967–92. [CrossRef] Lubowiecki-Vikuk, Adrian, Anna D ˛abrowska, and Aleksandra Machnik. 2021. Responsible consumer and lifestyle: Sustainability insights. Sustainable Production and Consumption 25: 91–101. [CrossRef] Masod, Adaviah, and Thoo Ai Chin. 2014. Determining socio-demographic, psychographic and religiosity of green hotel consumer in Malaysia. Procedia-Social and Behavioral Sciences 130: 479–89. [CrossRef] Minhas, A. 2023. Organic Food Market in India—Statistics & Facts, Statista. Available online: https://www.statista.com/topics/10397/ organic-food-market-in-india/ (accessed on 14 September 2024). Montgomery, Douglas C., Elizabeth A. Pec, and G. Geoffrey Vining. 2021. Introduction to Linear Regression Analysis, 6th ed. Wiley Series in Probability and Statistics. Hoboken: Wiley. Nguyen, Mai Thi Tuyet, Linh Hoang Nguyen, and Hung Vu Nguyen. 2019. Materialistic values and green apparel purchase intention among young Vietnamese consumers. Young Consumers 20: 246–63. [CrossRef] Nguyen, Ngoc Phuong Thi, and Huy Duc Dang. 2022. Organic food purchase decisions from a context-based behavioral reasoning approach. Appetite 173: 105975. [CrossRef] Norton, Thomas A., Stacey L. Parker, Hannes Zacher, and Neal M. Ashkanasy. 2015. Employee Green Behavior. Organization & Environment 28: 103–25. [CrossRef] Ogiemwonyi, Osarodion, and Amran Bin Harun. 2020. Consumption of green product as a means of expressing green behaviour in an emerging economy: With the case study of Malaysia. Environment and Urbanization Asia 11: 297–312. [CrossRef] Olsen, M. Mitchell, Rebecca J. Slotegraaf, and Sandeep R. Chandukala. 2014. Green Claims and Message Frames: How Green New Products Change Brand Attitude. Journal of Marketing 78: 119–37. [CrossRef] Ojo, Adedapo Oluwaseyi, and Muhammad Ashraf Fauzi. 2020. Environmental awareness and leadership commitment as determinants of IT professionals engagement in Green IT practices for environmental performance. Sustainable Production and Consumption 24: 298–307. [CrossRef] Ozaki, Rtsuki, and Katerina Sevastyanova. 2011. Going hybrid: An analysis of consumer purchase motivations. Energy Policy 39: 2217–27. [CrossRef] Padel, Susanne, and Carolyn Foster. 2005. Exploring the gap between attitudes and behaviour. British Food Journal 107: 606–25. [CrossRef] Paswan, Audhesh, Francisco Guzmán, and Jeffrey Lewin. 2017. Attitudinal determinants of environmentally sustainable behaviour. Journal of Consumer Marketing 34: 414–26. [CrossRef] Pham, Nhat Tan, Zuzana Tuˇcková, and Charbel JoséChiappetta Jabbour. 2019. Greening the hospitality industry: How do green human resource management practices influence organizational citizenship behavior in hotels? A mixed-methods study. Tourism Management 72: 386–99. [CrossRef] Prakash, Gyan, and Pramod Pathak. 2017. Intention to buy eco-friendly packaged products among young consumers of India: A study on developing nation. Journal of Cleaner Production 141: 385–93. [CrossRef] Quah, Su-huey, and Andrew K. G. Tan. 2009. Consumer purchase decisions of organic food products: An ethnic analysis. Journal of International Consumer Marketing 22: 47–58. [CrossRef] Ramayah, T., Jason Wai Chow Lee, and Osman Mohamad. 2010. Green product purchase intention: Some insights from a developing country. Resources Conservation and Recycling 54: 1419–27. [CrossRef] Rehman, Fazal Ur, Muhammad Ilyas, Tariq Nawaz, and Shabir Hyder. 2014. How Facebook Advertising Affects the Buying Behaviour of Young Consumers: The Moderating Role of Gender. Academic Research International 5: 395–404. Sachdeva, Sonya, Jennifer Jordan, and Nina Mazar. 2015. Green consumerism: Motivations to a sustainable future. Current Opinion in Psychology 6: 60–65. [CrossRef] Santra, Ketut, Kardison Lumban Batu, and Ferdinandus Sampe. 2021. Export entrepreneurship and green product uniqueness orientation on export performance of Indonesian small and medium enterprises. Management Science Letters 11: 587–94. [CrossRef]
Adm. Sci. 2024,14, 262 21 of 21 Shen, Yijuan, Zhi-Wei Su, Muhammad Yousaf Malik, Muhammad Umar, Zeeshan Khan, and Mohsin Khan. 2021. Does green investment, financial development and natural resources rent limit carbon emissions? A provincial panel analysis of China. Science of the Total Environment 755: 142538. [CrossRef] [PubMed] Shimul, Anwar Sadat, Issac Cheah, and Bashira Bibi Khan. 2021. Investigating Female Shoppers’ Attitude and Purchase Intention toward Green Cosmetics in South Africa. Journal of Global Marketing 35: 37–56. [CrossRef] Sony, Alisa, and David Ferguson. 2017. Unlocking consumers’ environmental value orientations and green lifestyle behaviors: A key for developing green offerings in Thailand. Asia Pacific Journal of Business Administration 9: 37–53. [CrossRef] Sun, Xixiang, Weihuan Su, Xiaodong Guo, and Ziyuan Tian. 2021. The Impact of Awe Induced by COVID-19 Pandemic on Green Consumption Behavior in China. International Journal of Environmental Research and Public Health 18: 543. [CrossRef] [PubMed] Tarkiainen, Anssi, and Sanna Sundqvist. 2005. Subjective norms, attitudes and intentions of Finnish consumers in buying organic food. British Food Journal 107: 808–22. [CrossRef] Tencati, Antonio, Stefano Pogutz, Beatrice Moda, Matteo Brambilla, and Claudia Cacia. 2016. Prevention policies addressing packaging and packaging waste: Some emerging trends. Waste Management 56: 35–45. [CrossRef] Tjokrosaputro, Miharni, and Cokki Cokki. 2019. The role of social influence towards purchase intention with value perception as mediator: A study on starbucks coffee as an environmentally friendly product. Advances in Economics, Business and Management Research 145: 183–89. [CrossRef] Varshneya, Geetika, Shivendra K. Pandey, and Gopal Das. 2017. Impact of social influence and green consumption values on purchase intention of organic clothing: A study on collectivist developing economy. Global Business Review 18: 478–92. [CrossRef] Verhofstadt, Lesley, Inge Devoldre, Ann Buysse, Michael Stevens, Céline Hinnekens, William Ickes, and Mark Davis. 2016. The Role of Cognitive and Affective Empathy in Spouses’ Support Interactions: An Observational Study. PLoS ONE 11: e0149944. [CrossRef] Vermeir, Iris, Bert Weijters, Jan De Houwer, Maggie Geuens, Hendrik Slabbinck, Adriaan Spruyt, Anneleen Van Kerckhove, Wendy Van Lippevelde, Hans De Steur, and Wim Verbeke. 2020. Environmentally Sustainable Food Consumption: A Review and Research Agenda from a Goal-Directed Perspective. Frontiers in Psychology 11: 1603. [CrossRef] Wang, Lei, Philip Pong Weng Wong, and Narayanan Alagas Elangkovan. 2020. The influence of religiosity on consumer’s green purchase intention towards green hotel selection in China. Journal of China Tourism Research 16: 319–45. [CrossRef] Welivita, Indunee, Premachandra Wattage, and Prasanthi Gunawardena. 2015. Review of household solid waste charges for developing countries—A focus on quantity-based charge methods. Waste Management 46: 637–45. [CrossRef] [PubMed] Wickramasinghe, Kanchana. 2019. Measuring environmental orientation in hotels: Empirical evidence from Sri Lanka. Anatolia 30: 420–30. [CrossRef] Witek, Lucyna, and Wieslawa Ku´zniar. 2020. Green Purchase Behavior: The Effectiveness of Sociodemographic Variables for Explaining Green Purchases in Emerging Market. Sustainability 13: 209. [CrossRef] Wu, Shwu-Ing, and WuJia-Yi Chen. 2014. A model of green consumption behavior constructed by the Theory of Planned Behavior. International Journal of Marketing Studies 6: 119–32. [CrossRef] Yadav, Rambalak, and Govind Swaroop Pathak. 2016. Intention to purchase organic food among young consumers: Evidence from a developing nation. Appetite 96: 122–28. [CrossRef] Yılmaz, Yildirim, and Elham Anasori. 2021. Environmentally responsible behavior of residents: Impact of mindfulness, enjoyment of nature and sustainable attitude. Journal of Hospitality and Tourism Insights.epub ahead-of-print. [CrossRef] Young, Scott. 2010. Packaging and the Environment: A Cross-Cultural Perspective. Design Management Review 19: 42–48. [CrossRef] Yu, Yubing, and Boofeng Huo. 2019. The impact of environmental orientation on supplier green management and financial performance: The moderating role of relational capital. Journal of Cleaner Production 211: 628–39. [CrossRef] Zhang, Xiaoyun, and Feng Dong. 2020. Why Do Consumers Make Green Purchase Decisions? Insights from a Systematic Review. International Journal of Environmental Research and Public Health 17: 6607. [CrossRef] Disclaimer/Publisher’s Note: The statements, opinions and data contained in all publications are solely those of the individual author(s) and contributor(s) and not of MDPI and/or the editor(s). MDPI and/or the editor(s) disclaim responsibility for any injury to people or property resulting from any ideas, methods, instructions or products referred to in the content.