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The impact of the institutional environment on green consumption in India

Naman Sreen (Department of Marketing Management, OP Jindal Global University, Sonipat, India)
Rambalak Yadav (Department of Marketing Management, Institute of Management Technology, Hyderabad, India)
Sushant Kumar (Department of Marketing Management, Indian Institute of Management Raipur, Raipur, India)
Mark Gleim (Department of Marketing, Auburn University, Auburn, Alabama, USA)

Journal of Consumer Marketing

ISSN: 0736-3761

Article publication date: 1 December 2020

Issue publication date: 12 January 2021




This paper aims to develop an institutional framework to examine the role of governmental and social pressures on green product purchase intentions. Because of the increased focus on environmental issues in emerging markets, an examination of the institutional environment in India can provide unique insights into the drivers of green consumption.


A large-scale data collection is conducted via an online survey to test the validity of the theorized model. A survey methodology is used to collect responses from a sample of 400 consumers in India and analyzed via Smart PLS 3.0.


The findings suggest moral norms, injunctive and descriptive, have varying influences on consumers. Further, governmental influence, at least in India, may not have a positive impact one would expect. The results indicate the institutional framework developed in this research has a good predictive ability in green marketing settings and offers insights for businesses and policymakers to enhance consumers’ motivations to purchase green products.


From a theoretical perspective, this research is the first to examine the institutional environment on green consumption in India and provides unique insights into the influences of green consumption. The results suggest the institutional environment in India presents unique opportunities for practitioners and policymakers.



Sreen, N., Yadav, R., Kumar, S. and Gleim, M. (2021), "The impact of the institutional environment on green consumption in India", Journal of Consumer Marketing, Vol. 38 No. 1, pp. 47-57.



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