Pacific B usiness R eview (International)

A Refereed Monthly International Journal of Management Indexed With Web of Science(ESCI)
ISSN: 0974-438X
Impact factor (SJIF):8.603
RNI No.:RAJENG/2016/70346
Postal Reg. No.: RJ/UD/29-136/2017-2019
Editorial Board

Prof. B. P. Sharma
(Principal Editor in Chief)

Prof. Dipin Mathur
(Consultative Editor)

Dr. Khushbu Agarwal
(Editor in Chief)

Editorial Team

A Refereed Monthly International Journal of Management

   Investigating the Relationship between Factors of Environmental Conscious Consumption, Ethical Consumption, and Social Responsible Consumption Facilitating Conscious Consumption

  Sheetal Aditya
Research Scholar,
Symbiosis International (Deemed University)
Lavale, Pune and
Assistant Professor
Tilak College of Science and Commerce

Dr. V V Ravi Kumar

Professor

      Symbiosis Institute of Business Management, Pune,

      Symbiosis International (Deemed University)

Lavale, Pune

Abstract

Nowadays consumers tend to buy products or services oriented towards a motive or objective making them realize the need for conscious consumption. The motive or objective of buying a product or service for a consumer can be characterized by social, ethical, or environmental concerns and many more. But the major contribution of social, ethical, or environmental concerns of consumer buying cannot be ignored. So, this study was undertaken to understand the parameters of three constructs of environmental conscious consumption, ethical consumption, and socially responsible consumption leading to conscious consumption.

Using data from 170 respondents, three dimensions of the study were evaluated and understand conscious consumption. The main objective of the study is to investigate the relationship between three constructs i.e., environmental conscious consumption, ethical consumption, and socially responsible consumption facilitating conscious consumption. Reliability of the data was done by Cronbach alpha and a statistical test of factor analysis was used to determine f1 factors. These factors were further used for creating a linear regression model to understand conscious consumption.

Keywords:- Environmental Conscious Consumption, Ethical Consumption, Socially Responsible Consumption, Conscious Consumption

 

Introduction

Marketing is shifting in the present world from a traditional paradigm to one that is more concerned with long-term sustainability. The current age of change in the need for sustainable development has increased consumer, organizational, and policymaker awareness of the need for and importance of sustainability. Green marketing is a concept that has begun to catch on with people all around the world. As a result, green customers have emerged all over the world(Kardos et al., 2019). Consumers are trying to find, recognize, and use products that have environmental benefits. These customers are concerned about environmental issues and the solutions to such challenges. They are continuously on the lookout for products and services that encourage sustainable behavior(Auliandri et al., 2018). Environmental concern influences the intention of green consumption positively and serves as a partial mediator in the link between the intent of green consumption and environmental responsibility (Yue et al., 2020).

Many organizations have taken steps to become more socially responsible by manufacturing green products, as a result of widespread concern about global warming and the growing pressures of environmental degradation(Liao et al., 2020). The increasing use of green products and services has driven many firms to adopt and conveyenvironmental principles, creating a positive image for society (Magali A. Delmas, 2011).So, in the competitive landscape commitment towards environment landscape has emerged as an significant factor.

(Yadav & Pathak, 2017)Customers have been influenced by environmental protection and attention, leading them to buy environmentally friendly items.Some consumers are changing their purchase behavior to reduce the harmful impact of their consumption, opting for environmentally friendly or “green” consumption or “conscious” responsible consumption. Consumers prioritize quality and price, selecting for products and brands that carry out environmental care and exhibit concern for the environment.

(Grażyna GIERSZEWSKA, 2019)It has been understood that sustainable marketing is a new way of thinking and doing business which includes promoting responsibility, conscious consumption, relationship with customers etc. Today, Consumerism is closely connected with the idea of responsible consumption.

Consumption that is responsible for fulfilling necessities and improving quality of life is referred to as responsible consumption by shaping proper management in three parameters such as social, economic, and the use of natural resources and environmental responsibility (Kiełczewski et al., 2017).

The increasing intention towards environmental ethics has changed consumer buying preferences and with course of time exhibiting ethical buying behaviour (Y. J. Kim et al., 2013)(H. Y. Kim & Chung, 2011).

Now a days consumers are making decision of buying products or services that are concerned towards responsible consumption and considering it has a major variable for decision making (Clinton L. Beckford, Clint Jacobs, Naomi Williams, 2010).

Many businesses are emphasising to customers how they are combining or integrating sustainability-related characteristics and practises into their operations. This has resulted in a gradual rise in consumer environmental consciousness, or conscious consumerism. These consumers have also shown a noticeable shift in their adoption of conscious consumerism-related products and services, even if it means paying a higher price for sustainable functionality(Suki, 2017).

Concerned consumption has expanded at an unprecedented rate in India, gaining traction among a new generation of millennials who are socially, morally, community-driven, and value conscious. Generation Z consumers are concerned of the significance of mindful consumption and are aware of environmental challenges such as rising temperatures, habitat and species loss, contaminated oceans, chemical pollution, and so on(Braga Junior et al., 2019).

This research assesses the feasibility of developing a framework for conscious consumption using a multi-dimensional comprehensive scale that includes dimensions like "environmental conscious consumption," "ethical consumption," and "socially responsible consumption." This framework establishes a paradigm for studying consuming behaviour that prioritises ecological, environmental, and human-based variables and environments.

(Johnson, Olivia, Chattaraman, 2019)(Pérez-Barea, José Javier, Montero-Simó, María José, Araque-Padilla, 2015)As it isvital for customers to know which products to invest their time on, marketers are suggested to emphasise the advantages of green products and services in advertising. Hence, it is advised to the marketers to highlight the environmental consequences of these products instead of choosing to focus on price, cost-effectiveness and benefits of the products given that as people's income increases, their problems involved in making purchases decrease. This will give marketers a competitive advantage.

 

Theoretical Framework

Green product customers are a major priority for firms operating in the current economic climate since they are seen as a driving force for consumption. Various studies provide great suggestions for boosting positive attitudes about green marketing in society and assisting businesses in developing effective ways to sell their green products (Shabbir et al., 2020).

Environmentally responsible consumption

(Kumar & Ghodeswar, 2015) Humans have known since the beginning that their existence is dependent on nature harmony, and that the destruction of nature is also their downfall. However, as human capacities have grown in recent centuries, the environmental balance has been upset. Consumers' environmental consciousness has developed as they become more concerned of the degradation of natural resources as a consequence of human interventions and the pressing need to preserve the environs.

Green environmentally friendly products, strive to conserve natural resources by including recycled components or recycling into the manufacturing process (Suki, 2017)(Booi Chen & Teck Chai, 2010). Through sustainable product innovation which is addressing to sustainability issues have made consumers adopt sustainable products and sustainable way to make use of it changing their perspective on consumption (Pinkse & Bohnsack, 2021).

(Tezer & Bodur, 2021)Various research outlines situations in which businesses can gain from being green and implores marketers, particularly service providers, to advertise environmentally friendly goods that are essential to consumer experiences.

H1:- Environmental responsible consumption significantly influences conscious consumption behaviour among consumers

Socially responsible consumption

The consumer environment is increasingly considering the social and ethical issues that arise from the purchasing of items and services. This is referred to as "Socially Responsible Consumption." Assessment of this behaviour should be of interest to organisations that want to connect with their principles to provide the consumers a superior alternative (Pérez-Barea, José Javier, Montero-Simó, María José, Araque-Padilla, 2015).

(Johnson, Olivia, Chattaraman, 2019)Particularly among millennials born between 1980 and 2000, social responsibility has grown rapidly in popularity among customers. The eagerness of millennials to participate in social and political causes defines them.

(Hosta, Maja, 2021)Consumption that is sustainable and responsible can be achieved by embracing both elements of sustainability i.e.,environmental, and social , and consumers must be aware of their challenges.

(Villa Castaño, Lida Esperanza, Perdomo-Ortiz, Jesús, Durán León, William Fernando, Dueñas Ocampo, Sebastián, 2018)Through the identification of structure for socially responsible consumption (SRC) measurement scale, it can be considered for the creation of marketing strategies and reputation of business and companies should consider the latest standards of buying consumption.

A new seven-dimension product differentiation construct  i.e. Socially responsible consumption tendencies or Social Responsibility Scale is measured groups believed to differ in their societal consciousness. It can be used as measure in marketing contexts (James H. Leigh & Enis, 1988).

Socially responsible consumers: Profile and implications for public policy

J.H. Antil

Journal of Macro Marketing, 4 (2) (1984), pp. 18-39

Socially Responsible

Consumption Behaviour

Scale (SRCB)

The effects of corporate social responsibility and price on consumer responses

L.A. Mohr and D.J. Webb

Journal of Consumer Affairs, 39 (1) (2005), pp. 121-147

Socially Responsible Purchase and

Disposal Scale (SRPD)

Developing a measure of socially responsible consumption in France.

A. Francois-Lecompte and J.A. Roberts

Marketing Management Journal, 16 (2) (2006), pp. 50-66

Socially Responsible Consumption

Scale (SRC)

A re-examination of socially responsible consumption and its measurement

D.J. Webb, L.A. Mohr and K.E. Harris

Journal of Business Research, 61 (2) (2008), pp. 91-98

Social Responsible Purchase

and Disposal Scale (SRPD)

Exploring socially responsible behavior of Indian consumers: An empirical investigation

N. Singh

Social Responsibility Journal, 5 (2) (2009), pp. 200-211

Social Responsible Consumer

Behaviour Scale (SRCB)

 

Developing a trichotomy model to measure socially responsible behaviour in China

J. Yan and Q. She

International Journal of Market Research, 53 (2) (2011), pp. 253-274

Socially Responsible

Consumption Behaviour Scale

China (SRC). Trichotomy model

 

H2:- Socially responsible consumption significantly influences conscious consumption behaviour among consumers 

Ethical consumption

Most studies have attempted to establish a link between customers' ethical concerns and their purchasing decisions, the elements that may influence and assist consumers to make more ethical purchases. A few well-known rationalist views on the influence of ethical considerations on purchase decisions claim that consumer behaviour is a function of buying behaviour, which in turn is influenced by attitudes and norms subjectively perceived of norms.(CEK AJZEN, 1991).

(Dawn Birch, Juliet Memery, et all, 2018)Consumers' food consumption decisions are evolving nowadays as they strive to reconcile egoistic and altruistic motivations, with issues such as ethical self-identity, environmental consciousness, health consciousness, and food safety being investigated. (Hassan, L., Shiu, E., & Shaw, 2015)While a comprehensive analysis of this literature can be found in research on ethical consumption and its skill to explain and foresee ethical consumer behaviour.

H3:- Ethical consumption significantly influences conscious consumption behaviour among consumers 

When literature was examinedfor the conscious consumption behaviour, it was observed that this type of behaviour has been studied under the name of varied constructslike “Socially Responsible Consumption”, “Ethical Consumption”, “Environmentally Conscious  Consumption”, and “Rational Consumption” (Leigh, 1988; Tilikidouet al.,  2002; Webb et al., 2008; Balderjahnet al., 2013).

 

 

 

 

 

Conceptual Modelling

Applying factor analysis and linear regression modelling in SPSS software, the proposed framework and the research hypotheses were evaluated. The use of modelling enables researchers to investigate theoretical patterns that include several components both largely and partially. The test's goal is to determine whether the theoretical model and the gathered experimental data match.

 
   

 

 
   

 

 
   

 

       
     
   
 

 

 

 
   


                                                                                                              

 

 
   

 

 
   


 

 

 

EC 1

I prefer enterprises/organisations which provide options of waste collection and recall.

EC2

In our current scenario I believe, environmental pollution is a major problem.

EC 3

I insist on purchasing environmentally safe oriented products that I believe will help in dealing with current environmental problem

ECC 1

When I become aware that the bill is below the calculated value, I immediately report it

ECC 2

If the product gets damaged during shopping by me, I notify the authorities and even, if necessary, pay for it.

ECC 3

During shopping time, I prefer not to get anything for free and pay for the things always

SC 1

I mostly select commodities of the organisations that contribute their part of their revenue/income to those in help.

SC 2

I insist on avoiding products that employ child labour-oriented practises in production or supply

SC 3

Animal tested products or services are not preferred by me

SC 4

I choose to buy the goods of the companies that engage the individuals with disabilities.

 

Variables of study and their definition

Variables

 

Environmentally Conscious Consumption

 

 

I prefer enterprises/organisations which provide options of waste collection and recall. (EC 1)

 

In our current scenario I believe, environmental pollution is a major problem. (EC2)

 

I insist on purchasing environmentally safe oriented products that I believe will help in dealing with current environmental problem (EC 3)

Ethical consumption factors

 

 

When I become aware that the bill is below the calculated value, I immediately report it (ECC 1)

 

If the product gets damaged during shopping by me, I notify the authorities and even, if necessary, pay for it. (ECC 2)

 

During shopping time, I prefer not to get anything for free and pay for the things always (ECC 3)

Socially responsible consumption factors

 

 

I mostly select products of the organisations that donate their part of their revenue/income to those in help. (SC 1)

 

I insist on avoiding products that employ child labour-oriented practises in production or supply (SC 2)

 

Animal tested products or services are not preferred by me (SC 3)

 

I choose to buy the goods of the companies that engage the individuals with disabilities. (SC 4)

Methodology

Descriptive Analysis

For Demographic characteristics and research variables for the data analysis, descriptive statistics were used to analyse. The following table provides a summary of the research's demographic variables, which were evaluated through the collection of 170 questionnaires.

Demographic Variable

Levels

Frequency

Percentage of frequency

Age

18 to 25 years

34

20

26 to 35 years

54

31.76

36 to 45 years

82

48.23

Gender

Male

76

44.70

Female

94

55.92

Marital status

Married

113

66.47

Single

57

33.52

Education

Diploma and lower

32

18.82

Graduation

67

39.41

Post-Graduation and more

71

41.76

Type of Job

Student

23

13.52

Self employed

28

16.47

Professional

85

50

Home maker

34

20

 

44.90% of the people who undertook research were males and 55.90% is female. 20% of the people are of the age group 18-25 years group, 31.76% is of age group 26 -35 years while 48.23% is from 36 – 45 years age group. 66.47 % of the people under research is married, while 33.52% is single. 18.82 % are people with diploma and lower degree, 39.41% are graduates while 41.76% are postgraduates and more in education. 13.52% are university students, 16.47% are graduates, 50% are professional and 20% are home maker in the study.

We selected three constructs, each of which has ten items, and turned them into our study instrument (a questionnaire), which we distributed to 200 respondents. We eventually collected and discovered 170 questionnaires that were completed and prepared for further analysis. In the initial phase, we evaluated the instrument's reliability using Cronbach's Alpha values and discovered that it is extremely reliable, scoring 0.86 for factors.

Cronbach's alpha is the common measure of internal consistency ("reliability") as Cronbach's alpha is 0.860, which indicates a high level of internal consistency in the variable of study to understand Conscious consumption under three dimensions, environmental conscious consumption, ethical consumption, and socially responsible consumption.

Reliability Statistics

Cronbach's Alpha

Cronbach's Alpha Based on Standardized Items

N of Items

.861

.860

10

                                                                 

Item Statistics

 

Mean

Std. Deviation

N

EC 1

4.28

.730

170

EC 2

4.64

.630

170

EC 3

4.56

.624

170

ECC1

4.38

.785

170

ECC2

4.26

.816

170

ECC3

4.25

.791

170

SC1

4.04

.866

170

SC2

3.96

.831

170

SC3

4.29

.826

170

SC4

4.26

.809

170

 

Factor analysis (FA) attempts to identify the variables, of factors which affect relationship between factors of Conscious consumption under three dimensions, environmental conscious consumption, ethical consumption, and socially responsible consumption.

 

KMO and Bartlett's Test

Kaiser-Meyer-Olkin Measure of Sampling Adequacy.

.630

Bartlett's Test of Sphericity

Approx. Chi-Square

987.347

df

136

Sig.

.000

 

Kaiser-Meyer-Olkin Measure of Sampling Adequacyvalue is greater than 0.5 so it indicates the sample is adequate for factor analysis.  

Since significant value is less than 0.05 it indicates that the factor analysis is correct technique for reducing the large no of attributes into small no of factor components. As p value is less than 0.05, we can reject the null hypothesis and accepted alternative hypothesis.

 

Total Variance Explained

Component

Initial Eigenvalues

Extraction Sums of Squared Loadings

Rotation Sums of Squared Loadings

Total

% of Variance

Cumulative %

Total

% of Variance

Cumulative %

Total

% of Variance

Cumulative %

1

3.935

39.353

39.353

3.935

39.353

39.353

3.901

39.014

39.014

2

2.687

26.867

66.219

2.687

26.867

66.219

2.496

24.960

63.974

3

1.593

15.934

82.154

1.593

15.934

82.154

1.818

18.179

82.154

4

.695

6.951

89.104

 

 

 

 

 

 

5

.593

5.928

95.032

 

 

 

 

                           

 

6

.255

2.546

97.577

 

 

 

 

 

 

7

.117

1.166

98.744

 

 

 

 

 

 

8

.071

.707

99.451

 

 

 

 

 

 

9

.039

.389

99.839

 

 

 

 

 

 

10

.016

.161

100.000

 

 

 

 

 

 

                     

 

The variance explained with initial Eigen-value  and extraction sum of

squared loading

The cumulative % is 82.154 of the total variances and no of factors generated are 3.  The no of factor loadings can be extracted into two components has the cumulative percentage is slightly above 0.6 minimum variance required.

 

Rotated Component Matrixa

 

Component

1

2

3

EC 3

.974

.067

.085

EC 1

.969

-.054

.011

EC 2

.961

.182

.106

SC 1

.960

-.137

-.007

ECC 3

.105

.911

-.176

ECC 2

-.187

.889

-.007

ECC 1

-.257

-.645

-.295

SC 3

.070

.101

.830

SC 2

.100

-.125

.769

SC 4

-.205

.612

.633

Extraction Method: Principal Component Analysis.
 Rotation Method: Varimax with Kaiser Normalization.

a. Rotation converged in 4 iterations.

 

 

 

Total Variance Explained

 

Component

Initial Eigenvalues

Extraction Sums of Squared Loadings

Rotation Sums of Squared Loadings

Total

% of Variance

Cumulative %

Total

% of Variance

Cumulative %

Total

% of Variance

Cumulative %

1

3.935

39.353

39.353

3.935

39.353

39.353

3.919

39.188

39.188

2

2.687

26.867

66.219

2.687

26.867

66.219

2.703

27.032

66.219

3

1.593

15.934

82.154

 

 

 

 

 

 

4

.695

6.951

89.104

 

 

 

 

 

 

5

.593

5.928

95.032

 

 

 

 

 

 

6

.255

2.546

97.577

 

 

 

 

 

 

7

.117

1.166

98.744

 

 

 

 

 

 

8

.071

.707

99.451

 

 

 

 

 

 

9

.039

.389

99.839

 

 

 

 

 

 

10

.016

.161

100.000

 

 

 

 

 

 

Extraction Method: Principal Component Analysis.

 

 

Taking these four factors EC 1, EC 2, EC 3 and SC 1 as Independent

Variable on the effect on Conscious Consumption is studied using Linear regression model.

Dependent Variable:-  Effect on Conscious Consumption

Independent Variables:-

I prefer enterprises/organisations which provide options of waste collection and recall. (EC 1)

In our current scenario I believe, environmental pollution is a major problem. (EC2)

I insist on purchasing environmentally safe oriented products that I believe will help in dealing with current environmental problem (EC 3)

I mostly select products of the organisations that donate their part of their revenue/income to those in help. (SC 1)

 

Descriptive Statistics

 

Mean

Std. Deviation

N

Effect on Conscious Consumption

6.7040

3.55050

170

EC 1

73.52

10.308

170

EC 2

74.00

12.689

170

EC 3

62.48

15.221

170

SC 1

105.40

7.059

170

 

Model Summary

Model

R

R Square

Adjusted R Square

Std. Error of the Estimate

1

.900a

.809

.771

1.69866

2

.893b

.797

.768

1.70830

3

.876c

.767

.745

1.79159

a. Predictors: (Constant), EC 1, EC 2, EC 3, SC 1

b. Predictors: (Constant), EC 1, EC 3, SC 1

c. Predictors: (Constant), EC 3, EC 1

 

ANOVAa

Model

Sum of Squares

df

Mean Square

F

Sig.

1

Regression

244.835

4

61.209

21.213

.000b

Residual

57.709

165

2.885

 

 

Total

302.545

169

 

 

 

2

Regression

241.260

3

80.420

27.557

.000c

Residual

61.284

166

2.918

 

 

Total

302.545

169

 

 

 

3

Regression

231.929

2

115.965

36.128

.000d

Residual

70.615

167

3.210

 

 

Total

302.545

169

 

 

 

a. Dependent Variable: Effect on Conscious Consumption

b. Predictors: (Constant), EC 1, EC 2, EC 3, SC 1

c. Predictors: (Constant), EC 1, EC 3, SC 1

d. Predictors: (Constant), EC 3, EC 1

 

Coefficientsa

Model

Unstandardized Coefficients

Standardized Coefficients

t

Sig.

B

Std. Error

Beta

1

(Constant)

-26.276

6.473

 

-4.059

.001

SC 1

.090

.046

.260

1.942

.066

EC 2

.103

.045

.369

2.271

.034

EC 1

.029

.026

.123

1.113

.279

EC 3

.161

.097

.320

1.667

.111

2

(Constant)

-27.350

6.437

 

-4.249

.000

SC 1

.082

.046

.238

1.788

.088

EC 1

.106

.046

.380

2.336

.030

EC 3

.191

.093

.380

2.049

.053

3

(Constant)

-29.780

6.598

 

-4.513

.000

EC 3

.107

.048

.384

2.246

.035

EC 1

.271

.086

.538

3.152

.005

a. Dependent Variable: Effect on Conscious Consumption

 

As the score in ANNOVA is less than 0.05 we reject the null hypothesis. Initially in the model all the variables were entered with the Dependent variable i.e. Effect on Conscious Consumption i.e. EC 1, EC 2, EC 3, SC. With the backward regression applied of range of 0.05 to 0.51, the first excluded variable was EC 2 then in the second excluded variable along with SC 1.

Correlation tables gives the values

Effect on Conscious Consumption

1.000

SC 1

.702

EC 3

.813

EC 2

.461

EC 1

.844

 

As the sigma value in Annova table is less than 0.05 we can reject the null hypothesis and test it further. The adjusted R value

Model Summary

Model

R

R Square

Adjusted R Square

Std. Error of the Estimate

1

.900a

.809

.771

1.69866

2

.893b

.797

.768

1.70830

3

.876c

.767

.745

1.79159

a. Predictors: (Constant), EC 1, EC 2, EC 3, SC 1

b. Predictors: (Constant), EC 1, EC 3, SC 1

c. Predictors: (Constant), EC 3, EC 1

 

Y (Effect on Conscious Consumption) = a (Constant)+ b1( EC 1 ) x1(EC 1)+b2 ( Coefficient of EC 2) x2 (EC 2) + b3 (Coefficient of EC 3) x3 (EC 3) +b4 (Coefficient of SC 1) x4 (SC 1)

But in Backward method EC 2 and SC  1 was removed so the equation becomes

Y (Effect on Conscious Consumption) = a (Constant)+ b1( Coefficient of EC 1 ) x1(EC 3)+ b3 (Coefficient of EC 3) x3 (EC 3)

The regression equation can be established as follows:-

Y (Effect on Conscious Consumption) = a (Constant)+ b1( Coefficient of EC 1) x1(EC 1)+ b3 (Coefficient of EC 3) x3 (EC 3)

3

(Constant)

-29.780

6.598

 

-4.513

.000

EC 3

.107

.048

.384

2.246

.035

EC 1

.271

.086

.538

3.152

.005

a. Dependent Variable: Effect on Conscious Consumption

 

 

 

Discussion

The linear regression model helps to understand the effect on conscious consumption by four factors under environmental conscious consumption and socially conscious consumption. The model further derives the effect on conscious consumption by two coefficients under EC 3 and EC 1, which is, 

  • I insist on purchasing environmentally safe oriented products that I believe will help in dealing with current environmental problem (EC 3)
  • I prefer enterprises/organisations which provide options of waste collection and recall. (EC 1)

So, by the derived equation we can estimate that effect on conscious consumption can be detected by behaviour of customers towards environmental oriented activities such as waste collection and activities dealing with environmental concerns. If the effect of conscious consumption is to be analysed further the factors under environmental conscious consumption factors should be considered. So we can approximate linear relationship between the factors under study facilitating conscious consumption. Conscious consumption can be facilitated more by environmentally conscious consumption factors under study.

Theoretical Contributions

The research on conscious consumption is expanded in three significant ways by the findings of this study.

First, our study builds on prior research on the link between aware consumption and ethical, socially responsible, and environmentally conscious consumption. Organizational strategy has focused on the contribution that consumers' conscious responsibility makes to the promotion of conscious consumption behaviour.

The study specifically demonstrates that environment, social, and ethical concerns act as an essential link in promoting a new trend in consumption, which specifically reveals the positive effect of consumers' accountability on conscious consumption intention.

The study also proposes through empirical evidence the significance of conscious consumption more evident towards environmental responsible behaviour.

The study may contribute to the formation of consumers’ critical attitudes towards raising the level of awareness and formation of sustainable and conscious consumption attitudes.

Managerial implications

Among the three variables of environment conscious consumption, socially responsible consumption, and ethical consumption, the research offers valuable insights for conscious consumption as the most significant influencer of purchase intention.

The results of this study imply that encouraging conscious consumption may be an important factor for organisations to take into account in order to enhance consumers' purchase intentions for green products. In order to satisfy the values of potential consumers, this study advises that businesses create effective marketing strategies that emphasise social, environmental, and ethical consumption issues.

The study also suggests organisations to focus more evidently on environmental responsible consumption factors to create potential conscious consumption intention consumers.

Limitations and Scope for future research

There are certain limitations to this study that should be noted. First of all, only one area in Mumbai city was the focus of the research's data collection. The outcome can be different in other research study locations. Second, the sample size was smaller than what the population would have expected.

Thirdly, no particular green goods were chosen for this study. Therefore, specific categories of green goods could be further divided as research targets in order to develop the most effective market segmentation approach.

Future recommendations could include expanding the survey to include consumer groups like Generation X. Additionally, for future research, we advise considering testing the moderating impacts of customer factors like age, gender, perceived use of items, etc.

In this study, the conscious consumption behaviours of individuals can be measured using a scale that incorporates the characteristics of, socially responsible consumption, rational consumption, ethical consumption and plain consumption.

In today's consumer society, where excessive spending is growing more and more popular, the impact of consumer behaviour on the community's other residents as well as the environment and natural resources is clear. As a result, it is important to present and consider the interests and strategies of customers who engage in conscious consumption.

 

 

References

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