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Article
Publication date: 6 November 2017

Pradeep Kautish and Ganesh Dash

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…

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1092

Abstract

Purpose

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.

Design/methodology/approach

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.

Findings

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.

Research limitations/implications

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.

Practical implications

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.

Social implications

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.

Originality/value

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.

Details

Journal of Modelling in Management, vol. 12 no. 4
Type: Research Article
ISSN: 1746-5664

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Article
Publication date: 11 January 2008

Glenn L. Sia Su

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…

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1419

Abstract

Purpose

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.

Design/methodology/approach

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.

Findings

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

Originality/value

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

Details

International Journal of Sustainability in Higher Education, vol. 9 no. 1
Type: Research Article
ISSN: 1467-6370

Keywords

Abstract

Details

International Journal of Sociology and Social Policy, vol. 12 no. 4/5/6/7
Type: Research Article
ISSN: 0144-333X

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Article
Publication date: 28 January 2014

Arpita Khare

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

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3767

Abstract

Purpose

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

Design/methodology/approach

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

Findings

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.

Research limitations/implications

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.

Practical implications

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.

Originality/value

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.

Details

Marketing Intelligence & Planning, vol. 32 no. 1
Type: Research Article
ISSN: 0263-4503

Keywords

Open Access
Article
Publication date: 28 March 2019

Muhammad Imran Malik, Faisal Nawaz Mir, Saddam Hussain, Shabir Hyder, Asim Anwar, Zia Ullah Khan, Noman Nawab, Syed Farjad Ali Shah and Muhammad Waseem

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…

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3048

Abstract

Purpose

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.

Design/methodology/approach

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.

Findings

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.

Research limitations/implications

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

Practical implications

Implications count toward individuals, enterprises and society at general.

Originality/value

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.

Details

Asia Pacific Journal of Innovation and Entrepreneurship, vol. 13 no. 1
Type: Research Article
ISSN: 2398-7812

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Article
Publication date: 1 November 1998

Carolyn Strong

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…

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5782

Abstract

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.

Details

Marketing Intelligence & Planning, vol. 16 no. 6
Type: Research Article
ISSN: 0263-4503

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Article
Publication date: 17 July 2020

James Hardy Speer, Virgil Sheets, Tina M. Kruger, Stephen Peter Aldrich and Nicholas McCreary

The purpose of this study is to assess environmental concern at a Midwest university, analyze trends in concern over time and determine the effect of the development of a…

Abstract

Purpose

The purpose of this study is to assess environmental concern at a Midwest university, analyze trends in concern over time and determine the effect of the development of a campus sustainability office.

Design/methodology/approach

A multi-question survey was administered through peer-to-peer recruitment from an undergraduate environmental science class each fall from 2010–2017. This exercise was originally developed as a pedagogical exercise on the scientific method.

Findings

Over eight years, incoming freshmen have expressed more concern that humans are harming the environment and students also express greater concern as they progress through college.

Research limitations/implications

The first year of the survey (2010) and the year that the lead PI was on sabbatical (2014) saw reduced response rates (∼1%–3% of the student population) compared to 6%–9% of the student population in other years.

Practical implications

Responses to all of the questions in the survey provide guidance for university administrations and sustainability offices about the concerns of the campus community, awareness about campus efforts and support for sustainability activities on campus.

Originality/value

Few studies have been published on students’ perspectives on environmental concern and sustainability activities on university campuses. These data provide an overview of environmental concern, perceived government action and empowerment to action over an eight-year period. This approach is recommended as a technique to teach the scientific method in introductory classes and as a means to collect data about student perspectives on sustainability.

Details

International Journal of Sustainability in Higher Education, vol. 21 no. 6
Type: Research Article
ISSN: 1467-6370

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Article
Publication date: 2 October 2019

Alireza Naalchi Kashi

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…

Abstract

Purpose

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.

Design/methodology/approach

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.

Findings

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.

Research limitations/implications

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.

Originality/value

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.

Details

Journal of Islamic Marketing, vol. 11 no. 6
Type: Research Article
ISSN: 1759-0833

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Article
Publication date: 9 November 2012

Kirstie Ball, Elizabeth M. Daniel and Chris Stride

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…

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3181

Abstract

Purpose

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.

Design/methodology/approach

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.

Findings

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.

Originality/value

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.

Details

Information Technology & People, vol. 25 no. 4
Type: Research Article
ISSN: 0959-3845

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