The results determined drive for environmental responsibility, subjective norm, and attitude towards sustainable consumption as key predictors of consumers’ sustainable consumption intention.
Authors
Deepak Sangroya, Associate Professor, Jindal Global Business School, O.P. Jindal Global University, Sonipat, Haryana, India.
Yatish Joshi, School of Management Studies, Motilal Nehru National Institute of Technology Allahabad, India.
Anugamini Priya Srivastava, Symbiosis Institute of Business Management, Symbiosis International (Deemed University), India.
Mayank Yadav, Marketing, FORE School of Management, New Delhi, India.
Summary
Sustainable consumption refers to consumers’ socially and environmentally responsible consumption practices. The present study is the first to investigate possible individual, behavioural, and situational factors that predict sustainable consumption intention among young consumers in India.
A survey was carried out on 325 young consumers. Structural equation modelling was applied to check the extent to which the considered variables predicted sustainable consumption. The results determined drive for environmental responsibility, subjective norm, and attitude towards sustainable consumption as key predictors of consumers’ sustainable consumption intention.
The paper offers a better understanding of the main predictors of consumers’ sustainable consumption intention. Such understanding may enable managers to design effective marketing strategies to encourage sustainable consumption intention and behaviour.
Published in: Journal of Philanthropy and Marketing
To read the full article, please click here.
