The impact of the institutional environment on green consumption in India

Abstract

Purpose

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.

Design/methodology/approach

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.

Findings

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.

Originality/value

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.

Citation

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. https://doi.org/10.1108/JCM-12-2019-3536