Studying green consumer behavior through multiple lenses in a developing countryYear: 2020

Authors: A V Gandhi
Journal: Smart and Sustainable Built Environment
Publication date: 2020
Publisher: Emerald
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The study aims to explore the parameters that affect the purchase behavior of green consumers. A mixed methodology concurrent study was adopted involving questionnaire-based empirical study along with a qualitative study to capture the lived experiences of the respondents. Inferences were drawn to understand green consumer behavior in a holistic way. While conducting in-depth interviews, many recurring themes emerged, such as environmentally friendly, health-conscious, price, government initiatives, youngsters' inclination, general awareness, family influence/traditions, quality, advertisement and social concern. A concurrent quantitative study was conducted, which established altruism, environmental awareness and social factor and influence as significant parameters, which had an impact on green consumer behavior.