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In the light of the UN’s Sustainable Development Goals, it is imperative for firms to adopt green practices. Green marketing is currently attracting the attention of people all over the world due to the growing awareness of the link between environmental catastrophes and unsustainable human activities. However, some aspects of green marketing, including green product experience, trust, satisfaction and loyalty, remain underexplored. This study aims to assess how green product experience and trust in green labelling influence perceived value, satisfaction and loyalty towards green products.

Partial least squares-structural equation modelling was used to analyse data collected from a survey of 578 consumers in Ghana.

The results indicate that consumers’ green product experience influences their green product satisfaction, perceived value and loyalty; and that consumers’ trust in green labelling influenced their green product satisfaction and perceived value.

This study contributes to the literature by providing useful insights into green product experience, trust in green labelling, green satisfaction and loyalty. The findings can assist brand and marketing managers in devising communication strategies that will generate the most beneficial perceived values of green products among targeted customers.

The study is among a few to examine the influence of green product experience and trust on perceived value, satisfaction and loyalty towards green products, particularly in the context of a developing economy.

The literature on green consumer behaviour recently focuses upon the Asian markets. Though environmental consciousness in Indian consumers is observed in the literature, their purchase behaviour towards green products is not yet clearly understood. So, the purpose of this paper is to study the factors affecting consumers’ green product purchase decisions in India.

The research employs a survey-based method to test a theoretically grounded set of hypotheses. Using a 38-item questionnaire and snowball sampling method, the data were collected from 403 working Indian respondents in Mumbai. The data were analysed using exploratory and confirmatory factor analyses. Structural equation modelling was used to test the proposed hypotheses.

The results witnessed that the respondents possess willingness to support environmental protection, realization of environmental responsibilities, and inclination towards searching green product-related information and learning about green products. Supporting environmental protection, drive for environmental responsibility, green product experience, environmental friendliness of companies and social appeal are identified as important factors affecting green product purchase decisions.

Results of the research are useful for marketing professionals for green products to develop effective green marketing strategies emphasizing personal relevance, social importance and environmental significance of purchasing, using and disposing green products that produce increased levels of satisfaction for customers and influence their decisions to buy green products.

This research provides valuable insights into green consumer behaviour in Indian context by examining the factors that influence their purchase decisions towards green products.

Many studies conducted on green consumer behaviour are related to environmental concerns, the motives behind green consumer behaviour and the impact of demographic characteristics on purchase decisions are not studied yet in the Indian context. Hence, this study aims to analyse the green product purchase decision and factors influencing the decision of Indian consumers along with demographic characteristics.

Present study utilise survey-based research method. Primary data were collected from 367 consumers in Hyderabad using a snowball sampling method. A structural equation modelling approach was employed to test the hypothesis.

Findings confirm that supporting environmental protection, drive for environmental responsibility, green product experience, environmental friendliness of companies, social appeal and motives behind green product purchase significantly influence the green product purchase decision. Meanwhile, control variables such as gender, qualification and income also have a significant effect on the green product purchase decision.

Results discussed in this paper will help policymakers to formulate their policies in lieu of variables affecting the purchase decision. Further, the findings of the current study can be utilised by managers to study the buying behaviour of green purchasers. This will help them to remain competitive in the Indian market.

This research presents a novel conceptual framework for the present study influenced by literature. The present study expanded the framework by adding a new independent variable: motives behind green product purchases and a control variable: demographic characteristics of Indian consumers.

The purpose of this paper is to explore intents of green advertisements.

Using NVivo, a convenient sample of 237 green print advertisements published between August 2010 and July 2015 in leading Indian newspapers and magazines were content analysed.

Four types of intents of green advertisements were identified: intent to communicate corporate environmental approaches; intent to develop believability towards environmental claims; intent to inform consumers; and intent to engage consumers.

This study explored intents of green advertisements and elaborated upon strategic importance of content in green advertising.

The intent-based exploration of green advertisements indicates marketing managers of green products the importance of: expanding their advertising framework that incorporates sharing environmental vision and mission of their companies with consumers, and relating them with consumers’ needs and demands; inculcating functional, emotional and experiential elements in green advertisements that facilitate green product experience to the consumers; and active interactions between marketing managers and consumers for effectively capturing market-related information, and accordingly shaping their short- and long-term marketing and advertising decisions.

This study is unique to determine intents of green advertisements.

The purpose of the study is to examine the influence of multiple factors on the green purchase intention of customers in Australia.

A conceptual model is proposed and was subjected to empirical verification with the use of a survey of metropolitan and regional households in Victoria, Australia. The data were analyzed using both descriptive measures and exploratory factor analysis to identify and validate the items contributing to each component in the model. AMOS structural modeling was used to estimate the measure of respondents' overall perception of green products and their intention to purchase.

The results indicate that customers' corporate perception with respect to companies placing higher priority on profitability than on reducing pollution and regulatory protection were the significant predictors of customers' negative overall perception toward green products. The only positive contribution to customers' perception was their past experience with the product. Other factors including the perception of green products, product labels, packaging, and product ingredients did not appear to influence customers' perception. The results also indicate that customers are not tolerant of lower quality and higher prices of green products.

The knowledge of the overall perception formation about green products and its predictors provides management with the facility to identify and implement strategies that may better influence the change of attitude by customers. Corporations can also benefit from the identification of the types of information required to enable management to influence this process of perception formation.

The present findings contributes to an understanding of the antecedents of green purchasing and highlight that green customers rely more on personal experience with the product than the information provided by the marketer.

The purpose of this paper is threefold: to assess the impact of green brand positioning, consumers’ attitude toward green brands, and green brand knowledge on green product purchase intention; to investigate the influence of green brand knowledge on consumers’ attitude toward green brands; and to examine the moderating effect of green brand knowledge on the relationship between green brand positioning and green product purchase intention.

A questionnaire was utilized to gather the data (n=300) for this study. The purposive sampling technique was used, involving respondents who practice a green lifestyle and have had green product purchasing experience. The partial least squares (PLS) method, which is a variance-based technique for the analysis of structural equation modeling, was used to analyze the data, with the assistance of the SmartPLS computer program version 2.0.

Based on the standardized path coefficients of the structural model from the PLS results, green brand knowledge was found to be the most significant determinant of green product purchase intention. Knowledge of green brands has caused consumers to develop positive green marketing awareness and has bolstered their interest in fortifying the environment whilst preventing its degradation. Furthermore, green brand knowledge also impacted consumers’ attitude toward green brands. However, this factor was an insignificant moderator of the impact between green brand positioning and green product purchase intention.

Green brand positioning can be used by firms and businesses to better market their products and improve consumers’ green brand knowledge and attitude toward green brands, as well as increase green brand purchase intentions. Successful green brand positioning is seen as an advantage for marketers that can be used to differentiate their products from the available competitors, giving the impression that their products are distinguishable, and thus creating more demand and generating increased intention to purchase more green products.

The empirical results of this study address the gap in the prevailing body of literature in reference to the impact of green brand positioning and consumer attitude toward green brands, as well as the effect of green brand knowledge on green product purchase intention. This study found that green brand knowledge does not moderate the relationship between green brand positioning and green product purchase intention, thus providing insight into this subject matter, which has not been clearly examined in previous studies.

The purpose of this paper is to determine the extent of greening retail taking place in Indian context and identifies its core groups of green retail practices.

A questionnaire was developed and used to collect data from retailers of green products, and caselets were developed.

Nine core groups of green retail practices are identified – distinctness of green products, promoting sustainable business practices, use of environmental keywords, promotion for awareness, promotional offers for sale, ensuring availability and visibility of green products, approval for environmental claims, environmentally friendly appeal of store and consumer involvement approaches.

Findings of the study should be generalised with its limitations; though are useful in understanding greening retail concept.

This paper is original in terms of its value addition to the green marketing literature and extends the concept of sustainability to retailing.

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.

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.

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.

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.

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.

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.

The study aims to explore the parameters that affect the purchase behavior of green consumers.

A mixed methodology concurrent study was adopted involving questionnaire-based empirical study along with a qualitative study to capture the lived experiences of the respondents. Inferences were drawn to understand green consumer behavior in a holistic way.

While conducting in-depth interviews, many recurring themes emerged, such as environmentally friendly, health-conscious, price, government initiatives, youngsters' inclination, general awareness, family influence/traditions, quality, advertisement and social concern. A concurrent quantitative study was conducted, which established altruism, environmental awareness and social factor and influence as significant parameters, which had an impact on green consumer behavior.

While designing green products, this study will enable marketers to innovate their products and services based on the intricate insights that have come out of the study.

The study seeks to give deep insights into green consumer behavior that may help academics and marketers to understand the phenomenon better.

In the purchase intention of green products context, researchers have mainly investigated the role of symbolism but have mostly discussed symbolic attributes/meanings in terms of social status only. This research aims to investigate the impact of four perceived symbolic meanings of green clothing (status, environmentalism, innovation and fashion symbols) on consumers' purchase intention of green clothing through their attitude toward it. Besides, the moderating role of a consumer mindset in the indirect relationship between symbolic attributes and the purchase intention of green products through consumer attitude is examined.

The data were collected through a survey from a sample of 325 respondents in Turkey, especially younger ones. The data were analyzed via confirmatory factor analysis and hypothesized relationships were tested with multiple and simple regression analyses and PROCESS macros in SPSS.

All symbolic meanings of green clothing impact purchase intention positively and indirectly through consumers' attitudes toward it. The results of moderated mediation analyses showed that the impact of symbolic meanings, except for environmentalism symbol, on purchase intention through consumer attitude was significantly moderated by the consumer mindset.

This research contributes to the under-researched areas of the impact of various symbolic attributes/meanings of green clothing on consumers' purchase intention. Besides, this study advances the role of consumer mindset in consumer behavior research in such a way that it connects mindsets of personality, consumers' attitudes toward green products and their green purchase intention. Furthermore, this study addresses the gap in regard to the role of mindsets of personality on sustainable/environmental behaviors. It will provide implications for fashion marketing managers to develop appropriate targeting, positioning and communication strategies for consumers' mindsets.