GREEN consumption values and Indian consumers’ response to marketing communications

Ainsworth Anthony Bailey (Department of Marketing and International Business, University of Toledo, Toledo, Ohio, USA)
Aditya Mishra (Department of Marketing and Strategy, ICFAI Business School, Hyderabad, India)
Mojisola F. Tiamiyu (Department of Psychology, University of Toledo, Toledo, Ohio, USA)

Journal of Consumer Marketing

ISSN: 0736-3761

Publication date: 14 November 2016



This paper aims to report on a study that assessed Indian consumers’ response to green marketing communications, based on their GREEN consumption values. GREEN (Haws et al., 2014) refers to consumers’ tendency to express their environmental concern through their consumption behaviors. This study applies this construct in a marketing communications context.


Two conceptual models involving GREEN were developed, and data to test the models were collected in a survey conducted among a convenience sample of 284 Indian consumers.


The results show that GREEN can enhance understanding of consumers’ green attitudes and intentions. GREEN consumption values have an impact on how Indian consumers respond to advertising and public relations stimuli, as GREEN influences perceptions of green brand trust, attitudes toward green marketing communications and green brand support and purchase intentions.

Research limitations/implications

The research adds to the growing literature on green marketing in emerging economies and extends the application of the GREEN construct from the domain of consumer behavior to that of green marketing communications.

Practical implications

The results suggest that marketers should focus on developing green marketing communications strategy, rather than just green advertising strategies, and they can position their green products to appeal to consumers based on GREEN consumption values.


The study is the first to apply the GREEN construct in assessing consumer response to a brand’s green marketing communications; it also explores this issue in an emerging economy.



Bailey, A., Mishra, A. and Tiamiyu, M. (2016), "GREEN consumption values and Indian consumers’ response to marketing communications", Journal of Consumer Marketing, Vol. 33 No. 7, pp. 562-573.

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