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Indian consumers’ risk perception in buying green products: the case of LED light bulbs

Sujit Kumar Ray (Vinod Gupta School of Management, Indian Institute of Technology Kharagpur, Kharagpur, India)
Sangeeta Sahney (Vinod Gupta School of Management, Indian Institute of Technology Kharagpur, Kharagpur, India)

Asia Pacific Journal of Marketing and Logistics

ISSN: 1355-5855

Article publication date: 19 October 2018

Issue publication date: 5 November 2018

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Abstract

Purpose

The purpose of this paper is to examine how the various perceived risk facets such as financial risk, performance risk, psychological risk, social risk, and physical risk influence the Indian consumers’ perceived overall risk during the purchase of green products such as energy-efficient LED light bulbs.

Design/methodology/approach

A self-administered questionnaire comprising a total of 29 items was employed over a sample of 272 respondents. The structural equation modeling using partial least squares was used for data analysis.

Findings

Psychological risk emerged as the most influential of the various risk facets in affecting perceived overall risk. Financial, physical, and performance risks emerged as the second, third, and fourth most influential risk facets, respectively, which affect the perceived overall risk. Surprisingly, social risk did not emerge as an influential facet when it comes to affecting perceived overall risk. Further, psychological and financial risks appeared to have a positive medium-level influence on the perceived overall risk, whereas physical and performance risks appeared to have a positive weak influence on the perceived overall risks. The influence of financial risk on the perceived overall risk was found to be partially mediated by performance risk.

Originality/value

The study is unique in the sense that it reflects the risk perception of potential consumers in one of the largest emerging markets of the world, when it comes to purchase of green products.

Keywords

Citation

Ray, S.K. and Sahney, S. (2018), "Indian consumers’ risk perception in buying green products: the case of LED light bulbs", Asia Pacific Journal of Marketing and Logistics, Vol. 30 No. 4, pp. 927-951. https://doi.org/10.1108/APJML-08-2017-0181

Publisher

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Emerald Publishing Limited

Copyright © 2018, Emerald Publishing Limited

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