مقاله انگلیسی رایگان در مورد درک رفتار سبز مصرف کننده در میان جوانان شهری – الزویر 2018

Rapid economic growth and resulting overconsumption have accelerated environmental deterioration worldwide, prompting escalated consumption-related environmental concerns. This study attempts to explore the antecedents of ecologically conscious consumer behavior (ECCB) among young urban consumers in India – an emerging market experiencing rapid economic growth with increased urbanization and changes in consumption patterns that are contributing to environmental hazard. The empirical study including a literature review uses Theory of Planned Behavior integrating environmental attitudes, subjective norms, perceived consumer effectiveness, and behavioral intention in the model to investigate their influence on ECCB. The results suggest that attitudes and perceived consumer effectiveness both have a significant direct and indirect positive influence on ECCB. In addition, it would appear that the subjective norm, a measure of social demand, does not have any significant influence on behavioral intention leading to ECCB – contrary to established findings in a collective society considered in this study. This paper concludes with policy implications of the findings for marketers and policymakers, as well as potential directions for further research.

Introduction

Research by the Intergovernmental Panel on Climate Change (IPCC) indicated that recent global warming is caused by human activity and, in particular, consumption patterns (Dermody, 2011). Hefty economic growth and resulting overuse of natural resources, overconsumption, and sometimes even irresponsible consumption have triggered environmental deterioration worldwide (Chen and Chai, 2010; Tuna and Özkoçak, 2012), which has prompted global attention. Individual consumer participation is essential for curbing this rapidly growing global environmental problem (Steg and Vlek, 2009). The recent IPCC report (Intergovernmental Panel on Climate Change, 2016) indicated that global energy consumption and associated emissions can be substantially reduced through changes in consumption patterns, adoption of energy savings measures, dietary change, and reduction in food wastes. Hence, addressing environmental degradation requires a modification in consumption behavior based on a better understanding of the factors affecting individual’s actions toward ecologically conscious consumption behavior (ECCB). Yet while studies on pro-environmental consumer behavior are considerable in the context of developed markets, such studies are still at the infant stage in many emerging markets including in Asia. This is validated by Biswas and Roy’s (2015a, 2015b) calls for new research efforts to examine the progression of pro-environmental consumer behavior in the Asian region. Adding to this, such emerging markets should be considered an ideal context for replicating as well as advancing marketing theory due to extreme within-country heterogeneity in socioeconomic, demographic, cultural, and overall living standards of the consumers (Burgess and Steenkamp, 2006). Urban landscapes in emerging markets are particularly important, as consumers usually have more opportunity to act in an environmentally responsible manner within the larger cities (as opposed to the rural areas) where they have more stores and a wider selection of products. As an emerging economy, India is also reportedly one of the fastest progressing countries in the world in terms of addressing environmental issues and improving environmental quality (World Bank, 2010).