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Relationship between Consumers’ Spirituality and Green Purchasing Intentions: The Mediation Effect of Perceived Consumer Effectiveness

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  • C. S. Sharma
  • Nitika Sharma

Abstract

The article explores the role of ‘spirituality’ in green consumer behaviour. It proposes an original framework in order to explore the influence of spirituality on green purchasing intentions (GPI) of consumers through the mediating role of perceived consumer effectiveness (PCE). The data collected from Indian consumers were analyzed with the help of the mediation model proposed by Hayes (2008). By employing the consumer’s spirituality scale developed by Narang (2013) and the PCE scale of Kim and Choi (2005), the study found that the spiritual orientation of consumers significantly affects their GPI. The conclusions drawn from the study can be used by marketers to stimulate GPI by focusing on the role of spirituality among consumers. Since green has become a distinct way of positioning a product or a company, firms can employ environmental concerns and consciousness of consumers to magnetize new markets, customers and retain existing green consumers.

Suggested Citation

  • C. S. Sharma & Nitika Sharma, 2017. "Relationship between Consumers’ Spirituality and Green Purchasing Intentions: The Mediation Effect of Perceived Consumer Effectiveness," IIM Kozhikode Society & Management Review, , vol. 6(2), pages 204-214, July.
    • Handle: RePEc:sae:iimkoz:v:6:y:2017:i:2:p:204-214
    DOI: 10.1177/2277975216665694
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    References listed on IDEAS

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    5. Belk, Russell W & Wallendorf, Melanie & Sherry, John F, Jr, 1989. "The Sacred and the Profane in Consumer Behavior: Theodicy on the Odyssey," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 16(1), pages 1-38, June.
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    Cited by:

    1. Muhammad Ishfaq Khan & Shahbaz Khalid & Umer Zaman & Ana Ercília José & Paulo Ferreira, 2021. "Green Paradox in Emerging Tourism Supply Chains: Achieving Green Consumption Behavior through Strategic Green Marketing Orientation, Brand Social Responsibility, and Green Image," IJERPH, MDPI, vol. 18(18), pages 1-24, September.
    2. Rusitha Wijekoon & Mohamad Fazli Sabri, 2021. "Determinants That Influence Green Product Purchase Intention and Behavior: A Literature Review and Guiding Framework," Sustainability, MDPI, vol. 13(11), pages 1-40, May.

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