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The purpose of this paper is to understand the mediating factors affecting the relationship between environmental concerns and sustainable behaviors.

The authors survey 467 respondents and use a structural equation modeling approach to assess environmental involvement and willingness to pay more for green products as mediating variables between a multi-dimensional measure of environmental concern and sustainable behaviors.

The findings suggest that environmental involvement and willingness to pay more for green products mediate the relationship between environmental concern and sustainable behaviors. But of the three dimensions of environmental concern, only concern for energy is statistically significant in the model.

The results empirically validate the multi-dimensionality of the environmental concern construct and its relationship with consumers’ sustainable behaviors. Both involvement and willingness to pay more for an environmentally friendly product play an important role in linking environmental concern to actionable behaviors.

To reach green consumers who are willing to pay more for environmentally friendly products and ultimately engage in sustainable behaviors, marketers should target those consumers who are most concerned with energy and more involved with the environment.

This paper is the first to study the gap between environmental concern and sustainable behaviors by utilizing involvement and willingness to pay more for an environmentally friendly product as mediators. Results provide critical insight into this often elusive gap. The authors also fill an important gap in the literature by including psychological factors driving consumers’ willingness to pay more for green products.

Many companies produce environmentally friendly goods and offer their products with varied attractive marketing mix strategies. One of the company's potential target markets is millennials because the growing number of this community has become enormous. In terms of behavior, millennials have a high level of consumption compared to other generations. However, there are big questions about the willingness of millennials to consume green products. This study aims to acknowledge the green product buying behavior among millennials, especially premium green products. The variables expected to influence the millennial's willingness to pay premium include environmental concern, reference group, and pro-environmental attitude. Data collected through a survey of 250 respondents. The hypothesis framework was tested using PLS-SEM modeling to evaluate the measurement and structural models with the assistance of Warp PLS version 7.0. This study found that millennials who consider the importance of preserving the environment and have a reference group that solicitude to the environment will have a pro-environmental attitude and willing to buy the green product, even though it has a higher price. Green product's management can use the result to formulate an effective green marketing strategy to target the millennials. Regarding the need for millennials' environmental behavior clearer picture in a developing economy, the present study inflicts the literature by describing the antecedents of millennials' willingness to pay premium green products. The results also give practical implications by shedding light on millennials’ green behavior variables. It helps green entrepreneurs conceive their strategic marketing management, and thus can boost the green economy and economic growth.

Over the last few decades, there has been a substantial increase in environmentally conscious consumers' willingness to switch their preferences from mainstream products to green products. Hence, it becomes essential for academicians and marketers to understand the notion, attributes and a comprehensive profile of green consumers. Since consumer attitude towards green products is not widely studied in developing countries, the present study aims at exploring the profile of green consumers in India (Punjab State) based on the same in the Indian context.

The study used the survey method, and a sample of 400 respondents was selected from the Punjab State of India. Initially, principal component analysis was employed to reduce the dimensions. Following this, cluster analysis was applied to segment consumer market in distinctive segments. Results of cluster analysis were validated with discriminant analysis and finally, differences amongst the segments of green and non-green consumers were examined to build on the profile of green consumers.

The study segmented the consumer market based on consumer attitude towards green products. Results of the study revealed four distinct segments. “Dynamic Green”, the largest cluster, presents truly green consumers who exhibit a positive attitude towards green products. Finally, the study highlighted the attitudinal profile of green and non-green consumers and differences amongst the segments were explained.

Similar study should be conducted in other developing/developed countries. Furthermore, cross-cultural studies can be undertaken to contrast consumer attitude towards green products. The study may also be extended to probe the connection between consumers' attitude and actual behaviour towards green products.

The study examined the role of consumer attitude towards green products in identifying the distinct segment of green consumers and determining different configurations of consumer characteristics to build on the profile of green consumers.

This study aims to explore the effect of eco-labels on green product purchase intention among consumers of electrical/electronic products in an emerging market context.

This study adopted an extended theory of planned behaviour to assess the effects of eco-labels. To measure the key constructs, scales pertaining to the relevant literature were used to design a structured questionnaire for empirical examination. A final data set of 680 consumers was analysed using structured equation modelling.

The results indicate that eco-labels significantly impact perceived behavioural control, attitude, subjective norms and consumers’ willingness to pay higher prices for environmentally friendly green products.

The findings not only complement research on green consumerism but also serve as an important direction for socially responsible marketers who aim to play an important role in propagating pro-social consumption among emerging cohorts of consumers. The importance of eco-labelling as an effective marketing tool is highlighted, with valuable insights for future research and practices pertaining to emerging consumer markets.

This study fills a void in contemporary research by examining consumers of electrical/electronic products that typically involve long-term usage, with potentially greater environmental footprints.

This study aims to intend to contribute to the literature by testing the effect of scepticism on green consumer behaviour through environmental concern, knowledge, value and willingness to pay more in the Indian context. Thus, the comprehensive model with new directions of antecedents of green consumer purchase behaviour and direct and indirect effects was examined using structural equation modelling.

The study adopted the hypo-deductive research design to test the proposed structural model. Cross-sectional data were collected through a predesigned questionnaire from the households living in Visakhapatnam city using a purposive sampling method. The proposed theoretical model was tested using structural equation modelling.

The results support five antecedents’ direct and indirect effects on green purchase behavioural intentions and actual buying behaviour, except for the indirect effect of green scepticism on green purchase behaviour (GPB). Similarly, scepticism is responsible for significant variation in GPB.

The present study’s findings imply the role of scepticism on GPB, and the policies of adopting green products need to be addressed. Green buying is an obscure task; however, it can be evident by adding eco-friendly aspects and persuading consumers of a win-win situation for themselves, the environment and the company.

This study adds to the field of knowledge by exploring and testing the factors affecting GPB, which was not emphasized earlier in the Indian context and second, by developing a theoretical consensus on testing the antecedents of GPB. The results strengthen the argument that scepticism is an antecedent that drives GPB.

This study aims to examine how green branding strategies affect pay-premium behaviour of consumers for high- vs low-involvement green products in an emerging country.

Data were collected from 500 consumers by survey method, and structural equation modelling was run to analyse the hypotheses.

Consequently, it was found that for involvement level consumers’ pay-premium behaviour was affected indirectly by perceived quality, and directly by green brand equity and brand credibility. Moreover, in addition to those factors, for low-involvement green products, performance risk and financial risk have an impact on willingness to pay more; however, for high-involvement green products, only performance risk influences the pay more behaviour of consumers.

In the research, two involvement levels and two brands were used. Brand names in particular may have caused a bias in the measurement. And the findings are limited by the sample, which includes respondents from an emerging country.

Managers should focus on green brand equity, brand quality and credibility to support willingness to pay more for green products. Moreover, they should monitor performance risk and financial risk perceptions, which may differ according to the involvement levels.

There is no other study, at least to the best of the author’s knowledge, testing the effects of brand-related factors on consumers’ willingness to pay-premium for green brands.

This study aims to investigate the influence of brand familiarity, consumer green consciousness (GC) and chronic regulatory focus on consumer attitudes, buying intentions and willingness to pay more for eco-friendly products in a comparison between eco-friendly and non-eco-friendly products among Generation Z consumers.

An experiment with a between-subjects design was conducted with 151 Malaysian Generation Z consumers.

When consumers are more familiar with an eco-friendly brand than a non-eco-friendly brand, their attitude toward, buying intention and willingness to pay more for eco-friendly products are significantly higher than for non-eco-friendly products. In contrast, such effects are not significant when consumers are more familiar with a non-eco-friendly brand than an eco-friendly brand. Hence, young consumers are more inclined to favor a familiar eco-friendly brand than a familiar non-eco-friendly one. Consumers with higher GC are willing to pay more than consumers with lower GC for products of a familiar eco-friendly brand. When consumers are less familiar with an eco-friendly brand, those with a higher chronic promotion focus (CPF) will have a more favorable attitude toward, and a higher intention to buy, eco-friendly products than those with a lower CPF.

Awareness of how these factors influence consumer purchase behavior can help retailers and marketers design and communicate specific messages to highlight their brand and product eco-friendliness in their marketing strategies. Doing so may increase familiarity with their brand and the demand for and purchase of their brand’s eco-friendly products.

This research explores the influence of an integrated model of brand familiarity, GC and CPF on consumer purchase behavior in the comparison between eco-friendly and non-eco-friendly products. This has not been clearly examined in previous research.

Global industrialization and the subsequent dwindling of many natural resources have become elements for product differentiation in marketing. Environmental certification programs are increasingly being recognized as significant market‐based tools for linking manufacturing and consumer purchases. This research examines the relationships between intrinsic environmental motivations and the willingness‐to‐pay a premium for environmentally certified wood products. A conceptual model is proposed that captures the effects of perceptions, awareness and price on consumer willingness to purchase and pay a premium for environmentally certified forest products. The data suggest that there are positive correlations between the willingness‐to‐pay and the independent variables in the model, environmental consciousness, certification involvement and perceived importance of certification. A cluster of US consumers was identified that has a proclivity to purchase certified wood products and may be a logical target market.

Would a green color label increase the dollar amount consumers are willing to pay for a green product? Would nature images (such as a leaf or flower) on the label have the same effect? This paper aims to examine the role of these labeling strategies in influencing consumer willing to pay.

Using a 2 × 3 experiment, the authors empirically test the research questions across two studies: in the controlled-lab setting with 160 students (Study 1) and in a field-setting with 268 consumers shopping at a grocery store (Study 2).

Results are consistent across both studies. Surprisingly, participants are willing to pay more for the product when it has a white-toned label rather than a green-toned one. Follow-up path analysis, with Study 2 data, reveals that a white-toned label has both an indirect (through more favorable evaluations of the product’s environmental friendliness), as well as a direct impact on willingness to pay. In providing a post hoc explanation, it is argued that a white-toned label better directs attention towards the claim signaling the product’s eco-friendliness, while providing a “clean”, “high-quality” look. In both studies however, nature images on the label did not have a significant effect.

Insights are particularly interesting for practitioners seeking to better label/package green products.

This investigation is the first to empirically examine how color and images on the label influence the dollar amount consumers are willing to pay for a green product. Findings reveal that counter to common belief, the heavy use of the color green on eco-friendly product labels might not be appropriate; a predominantly white-toned label works better.

This study examines the relationship between consumers’ perceptions of the environmental impact of different energy resources and consumers’ stated willingness‐to‐pay a premium for “green power” (electricity generated by more environmentally‐friendly means). Those developing green power products can choose to include any number of energy resources in their offerings. Given this, information about potential purchasers’ preferences is extremely valuable. To investigate this further, a total of 480 residents of Waterloo Region, a community in southern Ontario (Canada), were surveyed. The aforementioned relationship was investigated using chi‐square tests and analysis of variance procedures. Significant differences between those who stated a willingness to pay a large premium for green power and those who stated a willingness to pay only a small (or no) premium for green power were found for three of 11 energy resources investigated – namely, nuclear power, large‐scale hydropower and natural gas. Therefore, these energy resources are not as popular among the most environmentally‐mobilized section of the consumer market as general surveys would suggest. A variety of managerial implications are drawn from the results. Future directions for research are also offered.