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Framing green consumer behaviour research: opportunities and challenges

Author

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  • Sapna A. Narula
  • Anupriya Desore

Abstract

Purpose - – This paper aims to investigate existing research in green marketing with special reference to consumer behaviour and identify challenges both in practice and research, offering valuable insights for both the communities. While reviewing the existing literature in the paper, the authors define the scope of green marketing as a standalone discipline and discuss all aspects of green consumer behaviour and present opportunities for researchers. Design/methodology/approach - – A thorough literature search in leading academic journals related to the scope of this paper was conducted through leading databases. An analysis of literature review comprising 140 relevant articles has been carried out and presented in the paper. Findings - – Green consumer behaviour research is one area which is very well researched but studies are found to be generic in nature. the authors stress that research needs to be advanced in relation to addressing gaps between consumer perceptions and designing green products, identification of green segments, positioning green products and also inclusion of stakeholders in green marketing process. More insights into consumers willingness to pay for green attributes Vis -a Vis conventional attributes need to be worked out. Originality/value - – In spite of plenty of reviews available in green marketing, there is no review which solely covers the consumer behaviour aspects of green marketing. Consumer being the most important stakeholder in green marketing domain deserves special attention from the researchers’ perspective. The review is unique in providing all aspects of green consumer behaviour research.

Suggested Citation

  • Sapna A. Narula & Anupriya Desore, 2016. "Framing green consumer behaviour research: opportunities and challenges," Social Responsibility Journal, Emerald Group Publishing Limited, vol. 12(1), pages 1-22, March.
    • Handle: RePEc:eme:srjpps:v:12:y:2016:i:1:p:1-22
    DOI: 10.1108/SRJ-08-2014-0112
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    Citations

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    Cited by:

    1. Szu‐Tung Lin & Han‐Jen Niu, 2018. "Green consumption: Environmental knowledge, environmental consciousness, social norms, and purchasing behavior," Business Strategy and the Environment, Wiley Blackwell, vol. 27(8), pages 1679-1688, December.
    2. Andrea Szilagyi & Lucian-Ionel Cioca & Laura Bacali & Elena-Simina Lakatos & Andreea-Loredana Birgovan, 2022. "Consumers in the Circular Economy: A Path Analysis of the Underlying Factors of Purchasing Behaviour," IJERPH, MDPI, vol. 19(18), pages 1-12, September.
    3. Danish Mehraj & Ishtiaq Hussain Qureshi, 2022. "Does green brand positioning translate into green purchase intention?: A mediation–moderation model," Business Strategy and the Environment, Wiley Blackwell, vol. 31(7), pages 3166-3181, November.
    4. Aneta Mikuła & Małgorzata Raczkowska & Monika Utzig, 2021. "Pro-Environmental Behaviour in the European Union Countries," Energies, MDPI, vol. 14(18), pages 1-19, September.
    5. Owino Odhiambo Joseph, 2021. "Pro-Environmental Consumer Behavior: A Critical Review of Literature," International Journal of Business and Management, Canadian Center of Science and Education, vol. 15(1), pages 1-1, July.
    6. Apaydin Fahri & Szczepaniak Magdalena, 2017. "Analyzing the Profile and Purchase Intentions of Green Consumers in Poland," Ekonomika (Economics), Sciendo, vol. 96(1), pages 93-112, January.
    7. Kaliyan Mathiyazhagan & Somak Sengupta & Deepak Mathivathanan, 2019. "Challenges for implementing green concept in sustainable manufacturing: a systematic review," OPSEARCH, Springer;Operational Research Society of India, vol. 56(1), pages 32-72, March.
    8. Balween Kaur & Veer P. Gangwar & Ganesh Dash, 2022. "Green Marketing Strategies, Environmental Attitude, and Green Buying Intention: A Multi-Group Analysis in an Emerging Economy Context," Sustainability, MDPI, vol. 14(10), pages 1-16, May.

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