Consumer’s Intention to Purchase Green Brands: the Roles of Environmental Concern, Environmental Knowledge and Self Expressive Benefits
Anees Ahmad1 * and K. S. Thyagaraj1
1
Department of Management Studies,
Indian School of Mines,
Dhanbad,
826004
Jharkahnd
India
http://dx.doi.org/10.12944/CWE.10.3.18
Companies are striving to minimize environmental impact through sustainable business practices. Consumers have become more aware of environmental issues and many companies have recognized the relevance of green marketing in gaining competitive advantage. As a part of green marketing strategy, companies are developing green brands. This paper focuses on the effect of consumer’s concern for environment, environmental knowledge and self expressive benefits on attitude and intention to purchase green brand. Data were collected from 270 Indian consumers. The results of this research show that environmental concern, environmental knowledge and self expressive benefits would positively influence attitude which in turn positively influences intention to purchase green brands. The influence of consumer’s knowledge of the environment on purchase intention was found to be non-significant. Hence, investing resource to promote environmental concern, to impart environmental knowledge and to communicate self expressive benefits will be helpful in increasing purchase intentions of green brands.
Copy the following to cite this article:
Ahmad A, Thyagaraj K. S. Consumer’s Intention to Purchase Green Brands: the Roles of Environmental Concern, Environmental Knowledge and Self Expressive Benefits. Curr World Environ 2015;10(3) DOI:http://dx.doi.org/10.12944/CWE.10.3.18
Copy the following to cite this URL:
Ahmad A, Thyagaraj K. S. Consumer’s Intention to Purchase Green Brands: the Roles of Environmental Concern, Environmental Knowledge and Self Expressive Benefits. Available from: http://www.cwejournal.org/?p=13142
