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Article
Publication date: 12 June 2020

Monika Sheoran and Divesh Kumar

The consumption patterns of humanity are putting an enormous burden on the resources, which are beyond the fulfiling capacity of the earth. These consumption patterns need…

Abstract

Purpose

The consumption patterns of humanity are putting an enormous burden on the resources, which are beyond the fulfiling capacity of the earth. These consumption patterns need to be made sustainable. Therefore, this study aims to focus on identifying the key enablers driving the sustainable consumer behaviour.

Design/methodology/approach

Based on the literature review of 107 studies (1995 to 2018), which were published over a period of 23 years, fourteen key enablers of sustainable consumer behaviour were identified. These 14 enablers were validated with the help of empirical research done by surveying 200 consumers of electronic products. This was followed by the application of interpretive structural modelling (ISM) technique, to get an insight into how these enablers are influencing sustainable consumer behaviour.

Findings

ISM technique and empirical research aided in classifying the enablers based on their driving and dependence power. A further analysis was done to know about the contextual relationship between all 14 enablers and how these enablers are influencing each other and sustainable consumer behaviour. Attitude, subjective norm and perceived controlled behaviour were found dependent variables while education, government policy and advertisement emerged as an autonomous variable.

Research limitations/implications

This study will be helpful for future research in the field of sustainable consumer behaviour. Through understanding of the enablers of sustainable consumer behaviour, a scale can be developed having significant theoretical and managerial implications. This study may help in improving the sustainability initiatives by various stakeholders involved in the process of purchase, usage and dispose of electronic products.

Originality/value

This study is the first temporal and spatial study, which includes a holistic view of the enablers of sustainable consumer behaviour.

Details

Journal of Modelling in Management, vol. 15 no. 4
Type: Research Article
ISSN: 1746-5664

Keywords

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Article
Publication date: 21 October 2021

Monika Sheoran and Divesh Kumar

This article attempts to explore the theoretical model and structural dimensions of sustainable consumer behaviour to develop a “sustainable consumer behaviour scale” for…

Abstract

Purpose

This article attempts to explore the theoretical model and structural dimensions of sustainable consumer behaviour to develop a “sustainable consumer behaviour scale” for sustainable electronic products. Further, this study has tried to elaborate sustainable consumer behaviour by considering the complete consumption cycle which includes purchase, usage and disposal of the sustainable electronic products.

Design/methodology/approach

The theory of planned behaviour (TPB) has been employed to understand the multidimensional nature of sustainable consumer behaviour with the help of qualitative and quantitative methods. With the help of a pilot study followed by a main study, a sustainable consumer behaviour scale for sustainable electronic products has been tested and validated for its factor study, reliability, validity and model fit, etc. Moreover, the influence of demographic variables has also been examined with the help of multi-group analysis.

Findings

This study highlights that the perceived control behaviour and subjective norms are the major factors that influence sustainable consumer behaviour. Moreover, the results also indicate that female consumers, mid income consumers, young consumers (age below 30) and consumers who have studied up to senior secondary level are more sustainable.

Research limitations/implications

The results can be used by policymakers and managers to identify and target particular subjective norms and factors impacting perceived control behaviour along with a specific set of demographics to increase sustainability amongst consumers and businesses. The results of the current study can help in increasing the focus of the academic research towards sustainable consumer behaviour. It will also encourage firms to include sustainable electronic products in their product line.

Originality/value

To the best of authors' knowledge, the current article is the first empirical study to develop a sustainable consumer behaviour scale by including all the different stages of the consumption cycle using TPB for sustainable electronic products. Although multiple efforts have been made by researchers to analyse sustainable consumer behaviour, there is a scarcity in literature in which research has been done to analyse sustainable consumer behaviour by considering the whole consumption cycle (purchase, usage and disposal).

Details

Qualitative Research in Organizations and Management: An International Journal, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1746-5648

Keywords

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Article
Publication date: 3 December 2020

Monika Sheoran and Divesh Kumar

The earth is under massive stress due to current level of consumption which has crossed the sustaining capacity of our planet. Thus, the need of the hour is to promote…

Abstract

Purpose

The earth is under massive stress due to current level of consumption which has crossed the sustaining capacity of our planet. Thus, the need of the hour is to promote sustainable production and consumption. The purpose of this study is to identify the basic barriers of sustainable consumer behaviour which are hindering the adoption of sustainable consumption.

Design/methodology/approach

This article is divided into two parts. The first part consists of a literature review based on 128 articles (1995 to 2020), which are spread over a period of 25 years. Based on the literature review, nine barriers of sustainable consumer behaviour were identified and put into three categories. In the second part, fuzzy analytical hierarchy process has been used to know about the relative weight of each barrier so that benchmarking/prioritising of basic barriers of sustainable consumer behaviour can be done.

Findings

This article identifies critical barriers affecting the acceptance of sustainable electronic products. High price, a perception of no environmental impact, no benefit in personal image, lesser use by family and friends, lack of awareness about the products etc. emerged as the potential barriers which need prime attention. The relative weight of each of these barriers has also been arrived at in this article which is expected to be beneficial for policymakers to focus upon important barriers. Impact of many of these barriers can be reduced through innovative approaches and solutions.

Research limitations/implications

This article will be helpful in future research in the field of sustainable consumer behaviour. Through the understanding of the barriers of sustainable consumer behaviour, companies, governments and industries can take suitable initiatives by modifying the policies and practices to reduce the impact of these barriers so that consumer behaviour can be made more sustainable.

Originality/value

The current article tries to identify the critical barriers to adoption of sustainable electronic products by the consumers. An extensive literature review, expert suggestions and consumer survey have been adopted to identify nine barriers. Although, multiple researches have been done in the field of sustainable consumer behaviour and adoption of sustainable electronic products, there is no research article which solely focuses on implementing Fuzzy analytical hierarchical process (AHP) approach to rank the barriers faced by consumers for adoption of sustainable electronic products. It has been concluded that high price of sustainable electronic products is the most critical barrier in adoption of sustainable consumer behaviour. Moreover, the relative ranking obtained with the help of Fuzzy AHP can be used by policymakers and organisations to promote and implement sustainability in consumer behaviour.

Details

Social Responsibility Journal, vol. 18 no. 1
Type: Research Article
ISSN: 1747-1117

Keywords

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Article
Publication date: 28 June 2018

Monika Sheoran, Divesh Kumar, Vinod Kumar and Deepak Verma

The purpose of this paper is to understand the scholarly contributions to the field of marketing by analyzing top ten journals of marketing.

Abstract

Purpose

The purpose of this paper is to understand the scholarly contributions to the field of marketing by analyzing top ten journals of marketing.

Design/methodology/approach

The marketing journals were selected using SciMago marketing journal list, and SCOPUS database was used to identify the publications of the journals. A total of 9,190 articles were analyzed having 562,322 citation references. Methodologies like Wordle and Gephi were used to understand the most researched keywords and co-citation analysis among top five researchers. This paper also captured the information on most cited article along with author, most published author, most publishing country, most publishing university, the year with maximum publications and most used keywords.

Findings

The analysis indicates that “Kumar, V.” is most published author, that is, 68 publications, the most cited article is “On the evaluation of structural equation models” by Bagozzi and Yi (1988) with 6989 citations. The USA contributed the highest 6,720 publications, while University of Pennsylvania, Wharton School topped the list with 235 articles. In 2009, highest publication work was done by publishing 382 articles. “Game theory”, “Pricing” and “Advertising” are most used keywords which have been discussed in the literature.

Research limitations/implications

This analysis will help researchers in understanding the growth in the field of the marketing in recent years and possible direction it could take in future. However, this paper considered only top ten marketing journals as listed in SciMago marketing journal list; therefore, future researchers may incorporate more research journals to get a clearer picture of the field of marketing.

Originality/value

This paper is one of the first attempts in recent time to understand the research work in the field of marketing considering top ten journals.

Details

The Bottom Line, vol. 31 no. 3/4
Type: Research Article
ISSN: 0888-045X

Keywords

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Article
Publication date: 20 October 2020

Divesh Kumar and Monika Sheoran

This study aims to unfold the factors which influence the sustainability innovation (SUSINNOV) adoption initiatives taken by the hoteliers in India. Also, an empirical…

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Abstract

Purpose

This study aims to unfold the factors which influence the sustainability innovation (SUSINNOV) adoption initiatives taken by the hoteliers in India. Also, an empirical approach has been used to develop a scale entitled “sustainability innovation adoption scale”.

Design/methodology/approach

Churchill’s (1979) scale development methodology has been used in the current study. An exhaustive literature review was done for item generation. For scale refinement, an empirical study was conducted on managers of hotels in India to understand the sustainability initiatives taken by them. Structural equation modelling has been implemented to know about the causal effects between the various unobserved variables.

Findings

A scale to measure factors influencing SUSINNOV adoption by hoteliers has been developed and validated empirically. The findings highlight that there are three major factors which influence SUSINNOV adoption: diffusion of innovation (DIT) within the industry, environmental marketing strategy adopted by organisations and sustainability initiatives taken by companies and customers. Moreover, current study also attempts to highlight that DIT has a significant positive influence on environmental marketing system.

Research limitations/implications

This study has multiple implications for hotel industry practitioners as well as academicians. The present three-dimensional conceptual model can be used for novel causes by implementing the sustainability initiatives in the hotel industry which can result in socially acceptable, economically viable and environment-friendly practices. An important contribution of the current study is that it proposes a theoretical model and develops a scale which will enrich the innovation adoption theories. Managers can use this scale to evaluate the status of SUSINNOV adoptions in their business practices.

Originality/value

To the best of the authors’ knowledge, this study is the first temporal and spatial study which tries to make a scale by including a holistic view of the facilitators of sustainable innovation adoption in the hotel industry.

Details

International Journal of Tourism Cities, vol. 7 no. 1
Type: Research Article
ISSN: 2056-5607

Keywords

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