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1 – 10 of over 2000Pradeep 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 consumer…
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.
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Rakesh Kumar, Shailesh Kumar Kaushal and Kishore Kumar
This paper aims to explore the role of source credibility while purchasing environment-friendly products using Ajzen’s (1991) theory of planned behavior as underpinning model.
Abstract
Purpose
This paper aims to explore the role of source credibility while purchasing environment-friendly products using Ajzen’s (1991) theory of planned behavior as underpinning model.
Design/methodology/approach
The proposed theoretical model was empirically tested with the data collected from 334 respondents using structural equation modeling.
Findings
The results gave empirical support to the addition of source credibility to the original theory of planned. Moreover, consumer attitude was found mediating the effect of corporations’ credibility on purchase intention. Also, attitude and perceived behavioral control were found as the most important predictors of consumer’s intention to purchase environment-friendly products.
Practical implications
This study provides valuable insights for the marketers engaged in sustainable business practices. Amid, ever-increasing carbon emission, promoting the use of environment-friendly products has become the need of the time. Credibility plays a crucial role while promoting and communicating an organization’s sustainable practices among its stakeholders including consumers. Therefore, the marketer should formulate appropriate marketing communication strategy to communicate the consumer about the green practices and environment-friendly products they produce. The results suggest that corporation’s credibility shapes consumer attitude and influences intention to purchase environment-friendly products. Earning trust of the consumer is pivotal to achieve success in the market. Therefore, results may help the marketers to better understand consumer’s response toward their marketing strategies and further convince and persuade them to buy their products.
Social implications
The findings of this study may be useful for marketers, strategists, policymakers and government while formulating promotional strategies to make consumer aware, educate and persuade them to purchase products which do not cause harm to the environment.
Originality/value
The study is novel in terms of exploring role of source credibility and extending theory of planned behavior in the context of sustainable consumption.
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S.M. Sohel Rana and Mohammad Solaiman
This study aims to explore the determinants of the green purchase behaviour (GPB) of environment-friendly and energy-efficient electronic products market. It specifically examines…
Abstract
Purpose
This study aims to explore the determinants of the green purchase behaviour (GPB) of environment-friendly and energy-efficient electronic products market. It specifically examines the moderating effect of consumers’ moral identity on the relationships between the consumption values and GPB of environment-friendly and energy-efficient electronic products market. It also examines the direct relationship between consumption values and GPB.
Design/methodology/approach
In this study, the theory of consumption values is combined with the moral identity of consumers. A structured questionnaire mall-intercept survey was used to collect data from 396 respondents, which was subsequently processed using the smart PLS software for partial least square structural equation modelling analysis.
Findings
Findings reveal that functional value, social value, conditional value and epistemic value are the significant predictors of GPB of the environment-friendly and energy-efficient electronic products market. The moral identity of consumers also appears to positively moderate the relationships between functional, emotional and conditional values and the GPB.
Originality/value
The energy efficiency of electronic products is included in this study as an additional feature of functional value, while government support and business promotional initiatives are incorporated as the new elements of conditional value. Therefore, the inclusion and evaluation of the moral identity of consumers, alongside new elements of functional and conditional values in the theory of consumption values, could be considered a significant theoretical addition. The study uncovered certain customer insights that could help accelerate the adoption of green electronic products, which may result in better energy savings, reduced carbon emissions and environmental safety.
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Arpita Khare and Geetika Varshneya
The purpose of this paper is to examine influence of past environment-friendly behaviour, peer influence and green apparel knowledge in the context of organic clothing purchase…
Abstract
Purpose
The purpose of this paper is to examine influence of past environment-friendly behaviour, peer influence and green apparel knowledge in the context of organic clothing purchase behaviour.
Design/methodology/approach
Data were collected by means of a survey carried out in three major metropolitan cities and a sample of total 889 respondents was collected who were college students in India.
Findings
Past environment-friendly behaviour influenced Indian youth’s organic clothing purchase behaviour. Green apparel knowledge and peer influence, interestingly, had no impact on organic clothing purchase behaviour.
Research limitations/implications
The sample was limited to students who had past experience with green products. This was deliberately done as the objective was to examine the influence of past environment-friendly behaviour and green apparel knowledge on organic clothing purchase behaviour. Youth with limited awareness about organic clothing were not contacted. This restricted the findings to a specific youth segment. Further, the study was limited to Indian youth and did not examine the purchase behaviour of other consumer segments. Demographic variables were not used for analysis as only purchase behaviour of young people as a consumer segment was studied.
Practical implications
The findings can be used by organic apparel manufacturers in marketing organic clothing brands to the Indian youth. Organic clothing can be positioned to emphasise green values and distinct lifestyle for environment-conscious youths. Initiatives like celebrity talk-shows, organic clothing exhibitions, and launch of organic clothing designer brands can be used to promote organic apparel. College students can be used as opinion leaders to communicate benefits of organic clothing and inculcate green values among larger population.
Originality/value
Organic products and brands are becoming popular among Indian consumers. There has been limited research on the subject of youths’ purchase behaviour of organic clothing to date. Companies trying to launch organic clothing brands in the country may find the results helpful in understanding green buying behaviour.
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Siddharth Misra and Rajeev Kumar Panda
The purpose of this paper is to investigate the activities of environmental consciousness from socio-psychographic perspectives and hence evaluates its effect on brand equity…
Abstract
Purpose
The purpose of this paper is to investigate the activities of environmental consciousness from socio-psychographic perspectives and hence evaluates its effect on brand equity through intervening elements of environmental attributes (EAt). It further attempts to research the effect of the environmental performance, environmental communication and environmental positioning in enhancing brand equity. Indian refrigeration industry, particularly the air conditioners and refrigerator brands are chosen to convey and receive the research inputs as their impact on environment is easily interpretable.
Design/methodology/approach
A hypothesized model comprising the environment consciousness and association dimensions with brand equity is framed. In total, 74 expert respondents from four state capital cities of India participated in the survey and the model has been tested in the scope of analytical hierarchy process (AHP).
Findings
The result shows that the EAt and activities can be prioritized and subsequently efficient resource allocation can be done. It also gives theoretical arguments to legitimize the environmental practices.
Practical implications
On the other hand, clients have numerous options, and a competitive advantage may not be maintained. Regardless of the fact that clients are environmentally conscious of a given refrigeration brand at the present time that they are utilizing, they may observe that they are much more charmed with a competitors’ enhanced environmental dimensions. All methods that take a try at an enhanced brand equity must be continually determined by environmental consciousness. The above can be accomplished if the evaluations of competitors by the clients are known. The AHP-ECBE technique depicted in this study accordingly helps refrigeration organization to devise and keep up a pertinent, focused plan for persistent improvements in environmental dimensions. It offers a “greater image” in brand equity administration.
Originality/value
If legitimately done in a generalized way, environmental activities like eco-literacy, interpersonal influence and value orientation can impact EAt and contribute in building brand equity.
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Sachin Kumar, Tapan K. Panda and Krishan Kumar Pandey
This study aims to examine the relationship between employees’ mindfulness and pro-environmental behaviour, along with the mediating role of self-transcendent values, at the…
Abstract
Purpose
This study aims to examine the relationship between employees’ mindfulness and pro-environmental behaviour, along with the mediating role of self-transcendent values, at the workplace.
Design/methodology/approach
The study uses online data collected from 381 respondents employed in different industries across India. Confirmatory factor analysis was used to check the construct’s validity and reliability and Pearson correlation was used to examine the relationship between the variables. Moreover, the PROCESS macro of Hayes (2017) was used to examine the mediation.
Findings
Employees’ mindfulness was found to be positively associated with voluntary pro-environmental behaviour at the workplace, and the mediation analysis specifies that a self-transcendent value partially mediates this relationship.
Research limitations/implications
This study tested and extends the S-ART model and Schwartz value theory in the context of employees’ pro-environment behaviours at the workplace.
Practical implications
The results could be encouraging and helpful for top management and organizational change champions in strategizing and effective implementation of mindfulness programmes that would encourage and enhance employees’ voluntary participation in environment-friendly activities at their workplace.
Originality/value
Despite the decisive role of employees in organisations’ environmental sustainability programmes’ success, the availability of scant literature has led researchers to call for more studies. The present study is timely and could be the first to examine the role of employees’ mindfulness and self-transcendent values in influencing employees’ engagement in environmental-friendly behaviours at the workplace.
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Talwinder Singh, J.S. Dureja, Manu Dogra and Manpreet S. Bhatti
The purpose of this paper is to investigate the influence of turning parameters such as cutting speed, feed rate and depth of cut on tool flank wear and machined surface quality…
Abstract
Purpose
The purpose of this paper is to investigate the influence of turning parameters such as cutting speed, feed rate and depth of cut on tool flank wear and machined surface quality of AISI 304 stainless steel during environment friendly turning under nanofluid minimum quantity lubrication (NMQL) conditions using PVD-coated carbide cutting inserts.
Design/methodology/approach
Turning experiments are conducted as per the central composite rotatable design under the response surface methodology. ANOVA and regression analysis are employed to examine significant cutting parameters and develop mathematical models for VB (tool flank wear) and Ra (surface roughness). Multi-response desirability optimization approach is used to investigate optimum turning parameters for simultaneously minimizing VB and Ra.
Findings
Optimal input turning parameters are observed as follows: cutting speed: 168.06 m/min., feed rate: 0.06 mm/rev. and depth of cut: 0.25 mm with predicted optimal output response factors: VB: 106.864 µm and Ra: 0.571 µm at the 0.753 desirability level. ANOVA test reveals depth of cut and cutting speed-feed rate interaction as statistically significant factors influencing tool flank wear, whereas cutting speed is a dominating factor affecting surface roughness. Confirmation tests show 5.70 and 3.71 percent error between predicted and experimental examined values of VB and Ra, respectively.
Research limitations/implications
AISI 304 is a highly consumed grade of stainless steel in aerospace components, chemical equipment, nuclear industry, pressure vessels, food processing equipment, paper industry, etc. However, AISI 304 stainless steel is considered as a difficult-to-cut material because of its high strength, rapid work hardening and low heat conductivity. This leads to lesser tool life and poor surface finish. Consequently, the optimization of machining parameters is necessary to minimize tool wear and surface roughness. The results obtained in this research can be used as turning database for the above-mentioned industries for attaining a better machined surface quality and tool performance under environment friendly machining conditions.
Practical implications
Turning of AISI 304 stainless steel under NMQL conditions results in environment friendly machining process by maintaining a dry, healthy, clean and pollution free working area.
Originality/value
Machining of AISI 304 stainless steel under vegetable oil-based NMQL conditions has not been investigated previously.
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An Lin, Xian Zhang, Dajing Fang, Miao Yang and Fuxing Gan
The purpose of this paper is to study the corrosion resistance and the insulating characteristics of an environment‐friendly chromium‐free coating on electrical steel.
Abstract
Purpose
The purpose of this paper is to study the corrosion resistance and the insulating characteristics of an environment‐friendly chromium‐free coating on electrical steel.
Design/methodology/approach
A water‐based semi‐inorganic environment‐friendly insulating coating on electrical steel was developed. The coating system of silane coupling agent and rare earth salt were used first in this coating to replace the chromate containing coating. In this study, it provided a successful combination of coating and passivation.
Findings
Several test results, such as insulating ability, corrosion resistance, adhesion strength and hardness, showed that the performance of the film complied fully with the industry standards, particularly excellent in its corrosion resistance and the maximum corrosion resistance (neutral salt‐spray test) time up to 20 h.
Originality/value
There have been few reports on the chromium‐free insulating coating on electrical steel, and described in the paper, this environment‐friendly insulating coating on electrical steel was found to be highly effective.
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Pradeep Kautish, Arpita Khare and Rajesh Sharma
The purpose of this study is to examine the relationships between value orientation, i.e. terminal and instrumental values, consumer sustainability consciousness and behavioral…
Abstract
Purpose
The purpose of this study is to examine the relationships between value orientation, i.e. terminal and instrumental values, consumer sustainability consciousness and behavioral intentions toward environmental-friendly products and its influence on the sustainable development goals (SDGs) endorsement.
Design/methodology/approach
Structured questionnaires were administered on 410 respondents from northwestern India. The two-step approach proposed by Anderson and Gerbing (1988) was employed to assess the measurement and structural models.
Findings
Terminal and instrumental values influenced consumer sustainability consciousness. Sustainability consciousness influenced behavioral intentions which endorsed consumers' SDG. Instrumental value had a greater impact on consumer sustainability consciousness and behavioral intentions than terminal value. Consumer sustainability consciousness partially mediated the relationship between terminal/instrumental value and behavioral intentions for SDG endorsement.
Research limitations/implications
The findings will help marketers to endorse SDG promotion by linking them with values and develop an understanding of consumers' sustainability consciousness for SDG implementation.
Practical implications
Green marketers, policymakers and SDG promoters should develop messages to communicate and emphasize the importance of purchasing environmental-friendly products. From a functional perspective, it affects instrumentality orientation and societal responsibility toward the implementation of SDG.
Social implications
The current study proposed an action-oriented, integrated, aspirational and universally applicable SDG framework. The findings may pioneer the way forward for sustainability-oriented consumption.
Originality/value
This research is the first of its kind that examined the relationships between value orientations (Rokeach, 1973) and their effect on consumer sustainability consciousness and behavioral intentions in SDG milieu.
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Sachin Kumar, Tapan Kumar Panda and Krishan Kumar Pandey
Limited research efforts have been undertaken despite the pivotal role of employees' voluntary behaviours in the success of organizations' environmental sustainability programs…
Abstract
Purpose
Limited research efforts have been undertaken despite the pivotal role of employees' voluntary behaviours in the success of organizations' environmental sustainability programs. In this context, the present study examined the association between employee's mindfulness (EM) and voluntary pro-environmental behaviour (VPEB) at the workplace, and also the mediating effect of connectedness to nature (CNS) on this relationship.
Design/methodology/approach
Grounded in the re-perceiving theory, a model was developed with EM as an independent variable, CNS as the mediator and employees VPEB at the workplace as the dependent variable. Based on the online responses from 421 employees working in manufacturing as well as services sectors in India, analysis was undertaken by utilizing confirmatory factor analysis, Pearson correlation and the PROCESS macro of Hayes (2017).
Findings
EM was noted to be positively influencing employee's VPEB at the workplace, and the mediation analysis indicated that CNS partially intervenes in this relationship.
Practical implications
Corporate leaders striving to achieve the organization's environmental sustainability goals could strive to build a pro-environment culture at the workplace by developing employees' mindfulness and sense of CNS. As the findings have depicted, this would positively influence employee's VPEB at the workplace which in turn will help organizations in achieving their environmental sustainability goals.
Originality/value
This study is the first to examine how EM through CNS motivates employees to engage in VPEB, especially in the organizations' context. Moreover, the re-perceiving theory of mindfulness was also extended in the organizations' environmental sustainability context.
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