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This study aims to empirically indicate that environment-friendly products may be used as a consumption strategy for improving the environmental well-being of a sizable consumer base and show that there are great possibilities and opportunities available for companies to come up with the right marketing mix for consumers in the rural market. There is a great dearth of empirical research on consumer behavior facets on environment-friendly products for rural market in India.

Conclusive cross-sectional descriptive research design has been used to study the environmentally concerned consumer behavior (ECCB) for environment-friendly products with the help of a survey instrument relevant for empirical research. This paper adds to the existing literature by developing one model in the Indian context for the rural market. The research study used exploratory factor analysis and confirmatory factor analysis with structural equation modeling approach to analyze the collected data from consumers.

The major finding of the study is that consumers living in rural areas are aware about the environmental movement, but marketers have probably not fully explored the potential for environment-friendly products. The study strongly argues that organizations should leverage on the rural market opportunity in India. It confirms the need to tailor marketing mix for rural markets for determining behavioral dimensions of consumer decision-making.

This empirical research paper is developed and applied in the Indian context, with special reference to the rural market of the country. Results may change when applied to different rural locations in the same country and/or different countries depending on their demographic variables, psychosocial factors and socioeconomic conditions. The findings of this study need to be viewed within the context of certain limitations of location, social and economic issues. The study provides the initial base for further research on the theme, as there are no such studies available on environment-friendly products.

This research study is highly useful for the business firms deciding on marketing mix variables for environment-friendly products in rural market scenario in India, and it provides inputs for formulating major policy decisions in marketing. The study provides insights for managers, policymakers and organizations operating in rural markets and working on different facets of environmental protection issues in different forms.

It has been investigated across global markets that human activities have altered the natural ecosystem, so to make natural resources available for the future generation, there is a greater need to achieve more sustainable forms of development. The study provides insights from the rural Indian market for better adoption of environment-friendly products and will motivate marketers to explore the rural market horizon.

The study has been conducted with consumers who are residents of one small town in India. So far, no study has been conducted, and it is first such attempt to analyze the rural Indian market for environment-friendly products and consumer behavior ever since such products were launched in the country. This study provides an early glimpse into the workings of marketing practitioners who work on consumer strategy formulation and rural marketing decision-making for environment-friendly products.

Most people profess to care for the environment, but there is considerable diversity on what people generally care for and the reasons for their concern. This study aims to understand college students' worldviews, attitudes, and perceptions and determine the factors affecting their environmental concern. The study aims to focus on college students, as they will be tomorrow's leaders and stakeholders.

Copies of a self‐administered questionnaire were distributed to selected public and private universities in the Philippines. The binomial logistic regression analysis determined the factors predicting the probability of the students' environmental concern.

Gender and environmental attitudes affect students' environmental concern (p<0.05). Most of the students' expressed strong environmentally supportive views and beliefs.

The derived model confirmed that gender and environmental attitudes are significant factors to students' environmental concern.

Environmental pollution due to the enormous usage of conventional plastic products has alerted consumers to change their attitude towards green plastic products. This study aims to examine the effects of environmental concern, knowledge of the environment and religiosity on young Muslim consumers’ attitude towards green plastic products in Indonesia. Additionally, the moderating role of gender on these relationships is investigated.

An online survey was used as a method of data collection. Data gathered from 231 young Muslim consumers in Bandung, Indonesia, was analysed via the partial least squares-structural equation modelling approach.

The results revealed that environmental concern is the factor that has the biggest impact on consumers’ attitude and behavioural intentions, both directly and indirectly. This research implies that as a young Muslim’s concern for the environment grows, his or her attitude towards the environment improves, leading them to purchase and endorse green plastic products.

Green plastic product managers should increase the environmental concern of young Muslim consumers through effective marketing communication strategies and green education programs to disseminate a positive message that green plastic products consumption aids in making the environment safe and healthy.

This empirical study is imperative for green managers to improve their capabilities in boosting young Muslim consumers’ attitude towards green plastic products through strengthening consumers’ environmental concern, knowledge of the environment and religiosity towards supporting the sustainable development goals.

The purpose of this paper is to examine affect of consumer susceptibility to interpersonal influence (CSII) and demographics on ecologically conscious consumer behaviour (ECCB).

Data were collected through mall intercept technique in six cities across India.

ECCB and CSII scales were applicable in Indian context. Factor analysis revealed two factors for ECCB scale: ecologically conscious purchase behaviour and green product attitudes. Normative, informative influence of CSII and income were predictors to ecologically conscious purchase behaviour. Normative influence emerged as predictor to green attitudes.

The study focuses itself only on CSII factors. It does not examine influence of variables like personal values, risk perception, and personality on ECCB. It does not examine role of consumers’ attitude towards conservation of energy and natural resources.

The findings can be of immense use to firms marketing green brands in India. Social group acceptance and conformance is important for Indian consumers; advertising and promotional campaigns should use social groups for marketing green products. Consumer involvement and engagement can be created through social networking web sites. Ecologically concerns should be rewarded in order to encourage consumers to adopt green attitudes.

Green marketing and ecologically conscious behaviour are upcoming research areas in India. There is limited research to understand Indian consumers’ concerns about environment. ECCB and CSII scales were used as it was assumed that using scales which have been tested and validated in other cultures would give reliable results.

This paper aims to examine the mediating role of environmental concern in the relationship of green purchase awareness and purchasing behavior of fast food consumers keeping in view the theory of planned behavior.

A quantitative, cross-sectional design is used by collecting primary responses through a validated questionnaire. In all, 1,008 male and female buyers of fast food were sampled. Structural equation modeling is applied.

The results revealed that green purchase awareness has a positive relationship with green purchase behavior, and environmental concern has no mediation in the relationship. Upon having awareness, the respondents adopted green or pro-environmental behavior, but at the same time, they were found having least concern for the protection of environment.

This is a cross-sectional study with questionnaire. Multiple sources of data collection results in weakening self-reporting bias.

Implications count toward individuals, enterprises and society at general.

The study highlights the issue of not having concern for the protection of the environment even after having green purchase awareness. This is the first time the environmental concern is examined as a mediator in the selected relationship. The contradictory results of having no environmental concern differentiate this study from others.

This study aims to examine the young Malaysian consumers’ switching intention from synthetic to biodegradable plastics. This research shows the factors affecting young Malaysian consumers’ switching intention towards biodegradable plastic rather than traditional plastic (synthetic plastics). In this study, there are three factors to be considered whether they influence the young consumers in Malaysia to change their intention towards biodegradable plastic. The three factors are environmental concern, knowledge and the perceived value of biodegradable plastic. However, biodegradable plastic’s switching intention is also affected by biodegradable plastic’s attitude, where the three factors influence this attitude. Thus, all variables are considered in this research to investigate the reasons for switching intention from synthetic to biodegradable plastics among young Malaysian consumers.

In line with the recent economic growth, especially in developing countries, human concern for the environment has increased over time. This paradigm shift has influenced Malaysians to pay more attention to the issues related to synthetic plastics, especially in Malaysia itself. To reduce the use of synthetic plastic in Malaysia, this research is conducted to identify the young consumer’s behaviour in Malaysia towards the use of biodegradable plastics. In this study, the theory of planned behaviour (TPB) is broadened into three additional factors that potentially enhance the young consumer’s attitude and increase switching intention towards biodegradable plastics: environmental concern, knowledge and perceived value. The data were collected using a structured questionnaire via an online survey method. The structural equation modelling with SmartPLS 3 was used to analyse the data from a total of 162 respondents. The study’s key findings confirmed that switching intention towards biodegradable plastics is significantly influenced by environmental concern, perceived value, and attitude. This study also provided empirical evidence that the attitude acts as a mediator for the relationship between environmental concern and perceived value towards the switching intention. These results could help the government establish a new policy to encourage citizens to use biodegradable plastics while reducing environmental pollution.

The study’s key findings confirmed that switching intention towards biodegradable plastics is significantly influenced by environmental concern, perceived value and attitude. Furthermore, this study extends the TPB to include the intention to switch from synthetic to biodegradable plastics, where attitudes towards the environment, environmental concern and perceived value all have an impact on the intention to switch from synthetic to biodegradable plastics in the first place. As an additional contribution to the existing body of knowledge, this study provides empirical data about the variables influencing decision-makers’ intentions towards the transition from synthetic to biodegradable plastics. The findings of this study may also be useful for future research by academic institutions, the Department of Research and Development and the government. As a result, this research is important for future academics who want to better understand the intentions of young Malaysian consumers when it comes to biodegradable plastics.

This research might provide direction to a firm considering implementing a new business strategy to develop creative and sustainable products that will contribute to the protection of the environment. More importantly, this research contributes to improving government policy and regulation in environmental preservation by integrating environmental knowledge and attitude into Malaysian cultural practices. Also possible are even greater levels of environmental awareness and environmentally friendly activities on the part of the government and the commercial sector, such as various initiatives and events to encourage green and environmentally friendly purchasing habits. As a result, given that sustainability has emerged as one of the most pressing issues facing society today, this research is important in that it provides insights for stakeholders (policymakers, marketers and others) to strategise the government’s plan to reduce the use of synthetic plastics and promote the use of biodegradable plastics. As the analysis of consumer behaviour is one of the most important aspects of improving the profitability of businesses, the collaboration between marketing and the research and development department to examine consumer behaviour is extremely important to meet the needs of consumers. This research could serve as a reference for them during the decision-making process, particularly in the plastics industry, which is highly recommended. Aside from that, the findings of the study may be used as a guide for the government in developing new policies to attain the objective of sustainable development in the future. As a result, it can aid in introducing environmentally friendly products and raising public knowledge about them.

Asserts that the consumer power of children is growing in importance, as they represent a primary market that purchases its own products and services; an influential market that directs parental expenditures; and a future market. Aims to investigate and understand children’s knowledge and awareness of environmental issues, and their selection and use of information about environmentally friendly products through primary school education. Firstly, an understanding of environmental education as a primary source of information was gained through a questionnaire survey mailed to schoolteachers in the South‐West of England. Secondly, questionnaires were distributed to equal numbers of boys and girls aged 7‐11 years at three case schools in the South‐West of England. The sample was asked open‐ended questions about their knowledge of several fundamental environment concerns: the ozone layer; river pollution; recycling; and how they think the environment can be protected. The exploratory study confirms that levels of environmental understanding amongst children are high and provides a full break‐ down of the results.

The purpose of this study is to focus on what factors and variables affect the consumers’ intention to purchase green products and lead them to prefer green ecologic products to other products and choose to buy them.

For this purpose, a total of 450 students from the Islamic Azad University of Yazd took part in this survey. The research method was applied in terms of purpose and in terms of analysis, it was of the scaling type. The data collection tool and sampling for the questionnaire were done randomly and to determine the sample, the Cochran formula was used. This study used the SPSS software to analyze the descriptive statistics (demographical factors) and through the software LISREL, the connection between the variables was investigated by structural equation modeling.

The results indicated that environmental beliefs affect environmental concern and there must be a meaningful relationship between them. Also, the increase in environmental concern leads to an increase in the attitude to consuming green products, and finally, an increase in the consumers’ demand for purchasing green products. Furthermore, an increase in environmental concerns also increases positive emotions, which, in turn, increases the consumers’ will to purchase green products. Finally, there is a meaningful relationship between environmental concerns and negative emotion while there is no significant relation between was reported between negative emotions and the will to purchase.

The tested model now uses purchase intention as a result variable instead of real purchase, and in practice, it will be difficult to develop a research framework in controlled real behavior.

Investigating the role of positive and negative emotions on the intention of purchasing green products helps marketing managers up to by correct identifying consumers’ emotions can designing appropriate strategies for encouraging them to use green products.

The study goes beyond the more frequent interest in information privacy to identify other notions of privacy within the workplace. The purpose of this paper is to explore how these additional notions of privacy relate to key demographic and employment characteristics and how data protection training, often instigated as a means of highlighting and addressing issues relating to privacy of customers’ data, is related to employees’ notions of their own workplace privacy.

The study was undertaken in two telephone call centres since they offered a working environment where staff are highly monitored and hence there are likely to be issues relating to employee privacy. The study is exploratory in nature and adopts a mixed method approach based on a questionnaire survey that was followed by semi‐structured, qualitative face to face interviews.

The survey findings identified three distinct notions of privacy; the concern for personal information privacy (CfPIP), the concern for working environment privacy (CfWEP) and the concern for solitude privacy (CfSP). The findings were supported by the qualitative data provided by the interviews. CfWEP is found to be a gendered issue, with women showing a greater concern for the privacy of their working environment. Finally, the findings indicate that effective data protection training are associated with increased concern for their own privacy in the form of CfPIP, and that inclusion of data protection issues in performance reviews is associated their concern for CfWEP.

Previous studies of privacy in the workplace focus on the simplistic notion of information privacy. This study goes beyond such studies and provides empirically‐based evidence of multiple dimensions of privacy operant in a single, real‐world workplace setting. It also provides empirical insight to the previously unexplored issue of the association between data protection training employees’ notions of their own privacy.