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Green Marketing: An Attitudinal and Behavioural Analysis of Indian Consumers

Author

Listed:
  • Sanjay K. Jain

    (Department of Commerce, Delhi School of Economics, University of Delhi, Delhi, skjaindse@vsnl.net)

  • Gurmeet Kaur

    (Sri Guru Teg Bahadur Khalsa College, University of Delhi, Delhi)

Abstract

Environmentalism has fast emerged as a worldwide phenomenon. Business firms too have risen to the occasion and have started responding to environmental challenges by practising green marketing strategies. Green consumerism has played a catalystic role in ushering corporate environmentalism and making business firms green marketing oriented. Based on the data collected through a field survey, the paper makes an assessment of the extent of environmental awareness, attitudes and behaviour prevalent among consumers in India and lists implications of the study findings for the government and non-governmental organizations engaged in marketing of green ideas and products in the country. In the concluding section, limitations of the study have been discussed and suggestions provided for undertaking more thorough investigations in the area.

Suggested Citation

  • Sanjay K. Jain & Gurmeet Kaur, 2004. "Green Marketing: An Attitudinal and Behavioural Analysis of Indian Consumers," Global Business Review, International Management Institute, vol. 5(2), pages 187-205, August.
    • Handle: RePEc:sae:globus:v:5:y:2004:i:2:p:187-205
    DOI: 10.1177/097215090400500203
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    References listed on IDEAS

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    Cited by:

    1. Kumar, Bipul, 2012. "Theory of Planned Behaviour Approach to Understand the Purchasing Behaviour for Environmentally Sustainable Products," IIMA Working Papers WP2012-12-08, Indian Institute of Management Ahmedabad, Research and Publication Department.
    2. Verma, Vivek Kumar & Chandra, Bibhas & Kumar, Sumit, 2019. "Values and ascribed responsibility to predict consumers' attitude and concern towards green hotel visit intention," Journal of Business Research, Elsevier, vol. 96(C), pages 206-216.
    3. von Meyer-Höfer, Marie & Juarez Tijerino, Andrea Maria & Spiller, Achim, 2015. "Sustainable food consumption in China and India," GlobalFood Discussion Papers 198718, Georg-August-Universitaet Goettingen, GlobalFood, Department of Agricultural Economics and Rural Development.
    4. Kumar, Bipul & Manrai, Ajay K. & Manrai, Lalita A., 2017. "Purchasing behaviour for environmentally sustainable products: A conceptual framework and empirical study," Journal of Retailing and Consumer Services, Elsevier, vol. 34(C), pages 1-9.
    5. Jaiswal, Deepak & Kant, Rishi, 2018. "Green purchasing behaviour: A conceptual framework and empirical investigation of Indian consumers," Journal of Retailing and Consumer Services, Elsevier, vol. 41(C), pages 60-69.
    6. Ron Bird & Geeta Duppati & Abhishek Mukherjee, 2016. "Corporate social responsibility and firm market performance: a study of Indian listed companies," International Journal of Business Governance and Ethics, Inderscience Enterprises Ltd, vol. 11(1), pages 68-88.
    7. Paul, Justin & Modi, Ashwin & Patel, Jayesh, 2016. "Predicting green product consumption using theory of planned behavior and reasoned action," Journal of Retailing and Consumer Services, Elsevier, vol. 29(C), pages 123-134.

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