Determinants and Outcomes of Consumer Green Attitude; Moderating Role of Price Consciousness and Degree of Greenness

Abstract

In the current world, price is becoming one of the major concerns for customers while making purchase decisions. Consumers are more price-sensitive in case of green products and services. As the consumers are being sensitized with the passage of time about the ecological or environmental consciousness, enterprises have also started taken the initiatives to innovate their products. These innovations are toward the provision of green products to the consumers for the preservations of natural resources. The major problem in this area is that, very little efforts have been made to address this issue. Firms perceived that green products to be an opportunity that can be materialize to achieve the objectives. This factor appeared as the main driving force for consumers to purchase green products. Subsequently, green marketing has emerged to respond to the needs of green consumers who are concerned about the environment. As a result, it is observed that the focus of consumer is shifting towards purchasing of green products. Also, environmental consciousness among consumer is increasing, making them more concerned about green and responsible purchasing of products. Prices may also impact the consumer green attitude and degree of greenness among such consumers. Philosophical paradigm about the green consumerism was started in 1986 practically in the shape of start up of “The Body Shop” but this was initiated after the launch of book in America in 1970 named as “The Greening of America”. By analyzing the relationship among varying degrees of greenness and responsiveness to price consciousness, this study has not only filled the gap in literature but also helped the industry to craft effective marketing strategies regarding pricing of green products. I have collected data from a sample of 400 consumers by using non-probability purposive sampling technique, while they were engaged in the study using questionnaire surveys; questionnaires were analyzed by using SPSS software. I have used CFA for data validation and analysis. For data reliability, Chronbach’s Alpha was xvii utilized. Regression was run by using process macros of Prof. Andrew F. Hayes, model year 2013. Findings of this study havesignificant implications for both marketers and academics. This study helps the practitioners to craft marketing strategies that affect the consumer green attitude and green purchase intention. For academics, this study demonstrates that price consciousness and degree of greenness should not be further overlooked in the study of consumer green attitude. This study is cross-sectional study in which data was collected at one point of time. This study concludes that marketers, academicians, civil society and organization should work faster to materialize the environmental friendly products.