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This study aims to investigate the factors, which may potentially influence green product buying decision among young consumers in Malaysia.

A perceived lack of intention to buy green products observed among the Malaysian Generation Young consumers has sparked the interest to carry out this study. With the aid of structured questionnaires, data were collected from a total of 217 respondents, between 18 and 25 years of age.

The results of data analysis indicated that environmental consciousness, eco-label, price and advertising were significant predictors of green product buying behaviour. Contrary to the hypothesis, attitude was not a significant predictor of green buying behaviour among young consumers. The implications of these findings and directions for future research are outlined at the end of this paper.

This study offers empirical insights from the perspective of an emerging economy on the determinants of green products buying behaviour among young consumers.

This study aims to presents the article regarding the influential role of moral inefficacy and moral disengagement to address green intention and behaviour gap among consumers, and how they attain self-exoneration because of the moral dilemma if any exist.

The present study is based on semi-structured interviews, using constructivist grounded theory, which offers a platform to investigate, explore and discover psychosocial mechanism that operates among the consumers regarding the dimension of morality and green practices. In-depth exhaustive dialogues with Indian green consumers are set up to stimulate dialogue on the study.

Findings of the study shed light on the moral dilemma arising from internal and external inefficacy of consumers and disengagement of morality to save consumers from self-condemnation. Also, the study proffers the potential conceptual framework of moral inefficacy, moral disengagement and green buying behaviour of consumers. Eventually, the study mapped the morality matrix to explore the consequents of moral inefficacy and moral disengagement.

The idiographic nature of qualitative research, particularly grounded theory may be considered as a research limitation as it follows limited generalizability. Moreover, the present research work is exploratory in nature and depends on the candour of researchers’ reactivity and understanding.

The study subjectively concludes the green behaviour of consumers and discusses the rationality behind green intentions and behaviour gap. Marketers can strategize consumer morality as an approach to enhance green buying behaviour of consumers by removing moral inefficacies and disengagements.

It is crucial for marketers and society to understand the reasons behind non-green consumerism and accordingly cope up with the situation.

The study has been designed in a way to discuss the philosophy of morality and psychology of consumers on green consumption. To elicit the crux and conceptualization of morality and green purchasing framework using constructivist grounded theory is the exclusivity of this study. This paper explores green consumption pattern using moral orientation and processes in detail.

This study aims to reconcile previous research that has provided mixed results regarding motivation for sustainable behaviors: pure altruism (cooperation) or competitive altruism (status). Drawing on evolutionary altruism and identity-based motivation, the authors propose that a match between pure (competitive) altruism and individualistic (collectivistic) identity goals enhance consumers’ motivations to engage in recycling (green buying).

Three experimental studies show how pure and competitive altruism are associated with specific sustainable consumption (Study 1) and how altruism types should be matched with identity goals to motivate sustainable consumption (Studies 2 and 3).

Study 1 shows that pure altruism is associated with recycling but not with green buying. Studies 2 and 3 show that pure (competitive) altruism and individualistic (collectivistic) goals lead to higher recycling (green buying) intentions.

The present research extends previous findings by showing that pure and competitive are indeed associated with specific sustainable behaviors. The authors suggest that the interaction between motives and identity goals can lead to a greater impact on recycling and green buying intentions.

Public policymakers and companies will benefit by better understanding how specific combinations of altruism types and identity goals can foster recycling or green buying intentions.

This research is the first to show how matches between pure and competitive altruism types and individualistic and collectivistic identity goals affect consumers’ motivations to engage in recycling and green buying.

The purpose of this paper is to examine influence of past environmental attitudes, social and personal environmental norms, social influence, and green self-identity on Indian consumers’ green buying behaviour.

Data were collected through self-administered survey method by contacting respondents through mall intercept technique in six cities across India.

The findings suggest that green self-identity, peer influence, and past green buying behaviour influence the decision to purchase green product. Consumers’ self-identification with environment-friendly traits was a major predictor to green buying behaviour.

Influence of social groups, personal norms, and self-identity were examined. However, the study did not focus on any specific brand or product category. Issues like green brands, price sensitivity, and trust can be examined.

The findings can help firms in understanding Indian consumers’ predisposition and attitudes towards green products. Green products should be related to individual’s identity and ecological beliefs. Firms can modify their marketing communication strategies by linking green products them with social and personal factors.

Influence of factors like past environmental attitudes, social and personal norms on green buying have not been examined in Indian context. The study adds to existing literature by applying self-construal theory in explaining green buying behaviour.

Millennials, an understudied segment of the sustainable market, are enthusiastic about adopting greener lifestyles but fail to translate pro-environmental attitudes to actual behavior, thus understanding factors that motivate their actual purchase of green products is imperative. Using the consumer socialization framework, the researchers studied the impacts of social structural variables (i.e. age, gender, education and family structure), socialization agents (i.e. family, peers and mass media) and environmental concern on the buying behaviors of millennials from two of the world’s most populous nations: India and China.

Using online panels (Amazon M-Turk and sojump.com), online surveys were administered to an online sample of millennials aged 18-24 years from India (n = 253) and China (n = 255).

Hierarchical regressions showed that peer communication predominantly influenced green buying behavior of millennials from India, while family communication was most important to Chinese millennials. Environmental concern, an attitudinal outcome, directly impacted behavior and also mediated the relationship between significant socialization agents and buying behavior in both countries.

Considering the importance given to peers (India) and family (China), green marketers have to use specialized strategies when marketing their products to millennials in India and China. Instead of focusing on mass media campaigns, the study highlights the importance of “personal” social networks to curb the environmental issues plaguing their respective countries.

The current study extends the literature on millennials’ green consumer behavior by exploring millennials in India and China. The consumer socialization framework has not been applied to countries like India and China, and to understand green consumerism, the role played by influential agents such as family and peers in these collectivistic cultures and their potential to change green attitudes and behavior warrants further exploration. The possibility of mediating effects has been represented by weak correlations between socio-demographic and psychological factors. Using the consumer socialization framework, the current study explores environmental concern (EC) as a mediator in the model.

The purpose of this study is to explain the factors that affect the green buying behaviours and the relations between these factors. For this purpose, three main factors were added to the Ajzen’s theory of planned behaviour (TPB) to develop a more comprehensive model, namely, environmental concern, environmental knowledge and perceived consumer effectiveness (PCE). It is believed that these variables could help understanding the green buying behaviour and extending the TPB model.

In this study, quantitative research has been made to test the relations in the proposed model. The target population in this research is individuals living in Turkey, both sexes of age over 18 years. The data were collected through an online survey between May and August of 2017. The data were statistically analysed with structural equation modelling and interpreted using the statistical software AMOS version 20.0.

The findings show that PCE is the variable that has the highest influence on the attitudes towards behaviour, intentions and green buying behaviour in the proposed model. It is possible to say that the PCE variable added to the model is an important variable that improved and strengthened the measurement model. Variables added to the model are compatible with Ajzen’s original model.

The obtained data may not be generalised throughout Turkey. However, it is believed that the data obtained can give a general idea for green buying behaviour of individuals in Turkey.

The obtained data provide a contribution to the marketing communication experts and the literature. Research findings contribute to explaining green consumption behaviours in developing countries.

In this research, the gap between consumers’ attitudes and their behaviours has been researched. Understanding the reason for this gap is essential to increase green consumption in developing countries. The number of studies in this field in Turkey is not very much. For this reason, this study is thought to contribute to the field.

Customer education is considered as an appropriate communication strategy for promoting green products. This paper aims to elaborate on the characteristics of customer education that are suitable for green products by identifying what messages must be delivered, sources and channels that must be used to achieve the greatest effect. Moreover, this study uses a repeated cross-sectional approach by using the same research model in 2008 and 2019.

A questionnaire was arranged based on the research model. In 2008, the data were collected at 12 shopping malls in Jakarta. The 2019 data were collected online, using Google forms, from citizens of Jakarta and five nearby cities. Then, the data were processed using structural equation modeling.

Data analysis of both years shows that education containing messages that are both informational and transformational can increase customers’ perceptions of the benefits and economic accessibility of green products, as well as environmental concerns. This study’s results also indicate that customers’ intentions to buy green products are influenced by their attitudes toward buying. However, the impact of customers’ perceptions of benefit and economic accessibility on their attitudes toward green purchasing varied between 2008 and 2019.

Sustainable consumption can be pursued through customer education once a community’s economic conditions have reached a certain level. This study shows how changes have unfolded in Indonesia in several areas, therefore it should also be necessary to pursue green behavior via policies that are tailored to changes in the community.

This study shows how changes have unfolded in Indonesia in several areas, therefore it should also be necessary to pursue green behavior via policies that are tailored to changes in the community.

Investigation of the role of customer education in green products using a repeated cross-sectional study.

Using insights from theory of planned behavior (TPB), this study aims to examine the determinants and their relative importance in predicting green buying behavior among young educated consumers in India.

Data are collected from 202 young Indian consumers using online questionnaire survey. Confirmatory factor analysis is used to ensure the reliability and validity of study measures in the present context. Structural equation modeling is used to test the proposed research model.

Findings confirm perceived value and willingness to pay premium as significant predictors of the green purchase intention. In turn, green purchase intention significantly influenced green buying behavior.

This study by advancing the understanding on the factors influencing green product purchase intention and behavior among Indian youths will help the policymakers to design policies and programs to encourage the adoption of green purchase behaviors, which in turn will help in addressing the problem of environmental sustainability, which the whole world is struggling with.

This study validates the importance of TPB framework in comprehending consumer green product purchase intention and behavior in a culturally different context of India. Thus, this study contributes to the green marketing literature by examining the unique combination of variables in predicting green buying behavior in an integrated framework. It also extends the TPB by demonstrating the importance of additional constructs, perceived value and willingness to pay in predicting green purchase intention and behavior among young millennials in India.

The purpose of this paper is to draw on social dilemma theory and reference group theory to explain the attitude‐behavior inconsistency in environmental consumerism. This research seeks to better understand why, despite concern towards the environment (attitude), consumers fail to purchase environmentally friendly or green products (behavior).

A survey instrument was developed that used scales to measure eight independent and one dependent variable. In addition, socio‐demographic data were also collected about the study participants. To discriminate between green and non‐green buyers, classification with discriminant analysis was used.

The framework presented contributes to the environmental consumerism literature by framing the attitude‐behavior gap as a social dilemma and draws on reference group theory to identify individual factors to help understand the gap and suggest ways in which to bridge it. Results from the study reveal that several characteristics of the individual – trust, in‐group identity, expectation of others' cooperation and perceived efficacy – were significant in differentiating between “non‐green” and “green” buyers.

The results of the study offer several managerial implications. First, marketers should reinforce the role trust plays in solidifying collective action. Second, because of the strong influence of reference groups in green buying, marketing communications managers should use spokespeople who are relatable. Third, the study showed that expectation of others' cooperation significantly identifies green buyers. Fourth, to address the perception of personal efficacy, it is important that green marketers emphasize the difference that individual action makes for the collective good.

The research draws on both social dilemma and reference group theories to investigate the determinants of and the mechanisms to explain the rationale behind the attitude‐behavior gap as it pertains to a specific environmental issue – energy conservation.

The rationale of viewpoint is to comprehend green consumption (GC) and sustainable consumption (SC). The purpose of this study is to understand how the phenomenon of sustainable and green consumers perceives in an everyday perceives in an everyday/routine life in modern today’s dynamic world society, where consumers clients are highly encouraged towards use and practicing sustainability, also to understand people’s personal lived experiences in this affair of green and SC processes. The adoption of sustainable business strategies has been a well-thought-out plan which act as a foremost driver for the socioeconomic development.

Present study is based on phenomenological interviews, using interpretative phenomenological approach (IPA) which has offered a platform to investigate, explore and discover to talk about latent prime aspects (causes to procure or adopt green products, its category, expression of feeling about perceived product self-assurance, readiness to pacification and consolation, familiarity of environmental-friendly products, reflection of alternatives, make use of and abandonment). Semi-structured exhaustive dialogues with Indian green consumers are set up to stimulate dialogue on their viewpoint.

The findings classify bewilderment of how sustainability applies in routine style for sustainable and GC followed by the consumers with respect to his/her behaviour and challenges of SC over GC, predominantly for ecological and environmental issues, and there was cynicism concerning higher pricing order of green and sustainable products available in market. Interestingly in findings framework, the analysis designates that green consumers represent a non-natural segment and offer auxiliary experiential description of sustainable development or sustainability as a measure of sustainable market and its orientation concept.

The idiographic nature of IPA, particularly phenomenological approach, may be considered as a research limitation. Well-presented research work is exploratory in nature; and a research team is followed by well-known guidelines in order to make certain impartialities. Though, the research conclusions are limited to Indian GC and a replication or limitation into different nations would aid in the direction to get rid of several probable nation partiality.

In a nutshell, here findings exemplify that green or sustainable consumers are shifting sustainable ideology from one situation to another, and that by speaking about sustainability, these consumers possibly will obtain a competitive lead.

The results or findings reveal green or sustainable consumers’ augmented association with sustainability and the role expected from them to create better society and world.

The research work exclusively places green or sustainable consumers’ dependence on heuristics to show sustainable preferences or choices, due to the lack of information and awareness, and it entails that sustainable concepts and sustainability are becoming popular nowadays; ever more included into their everyday behaviours and practicing. Very limited research studies have been done to investigate the GC and SC; measuring consumers’ actions using qualitative research approaches through IPA approach. This paper explores their consumption pattern and processes in detail.