Green Innovation and Ethical Responsibility: Do They Improve Customer's Green Purchase Intentions?

The article aims at finding whether it's green innovation or ethical consideration of the business that predominantly affects consumer's choice for green purchase intentions. Does it act as a precursor to green marketing practices, and how it can impact consumers green purchase intentions? This article contributes a conceptual model focusing on three main variables under study i.e., green innovation, ethical responsibility and green purchase intentions. The study employs qualitative literature review followed by a quantitative survey of 250 consumers through 7-point Likert scale. The study results support that ethical responsibility has a positive impact on green purchase intentions. Green innovation has also got a positive relationship with green purchase intentions. However, green innovation and ethical responsibility are also significantly associated with green purchase intention. In a nutshell, both factors conjointly affect consumer's green purchase intentions. The study has functional and social implications for policymakers, citizen action public, businesses, stakeholders and the public in general. Environmental awareness, sense of trust & corporate image can be studied as a mediator or moderator to get a holistic view of the phenomenon. As per the understanding of the researchers, this is a naive study that explores, tests and contributes an empirically tested conceptual model supporting the combined effect of ethical responsibility and green innovation on green purchase intentions.