Sustainable choices: The relationship between consumers’ environmental attitude and green purchasing behaviour in northern India

Abstract

This study examines the influence of various psychological and social factors on consumer environmental attitude and their subsequent impact on green purchasing behaviour. With growing global concerns about environmental sustainability, understanding consumer behaviour towards green products is crucial for businesses and policymakers alike. The independent variables under investigation include environmental knowledge, environmental awareness, environmental consciousness, environmental concern, interpersonal influence, and altruism. The study hypothesizes that these factors significantly shape consumer environmental attitudes, which in turn, drive green purchasing behaviour. Data collected through survey and analyzed using structural equation modeling revealed that higher levels of environmental concern as well as strong interpersonal influences and altruism, are positively correlated with proactive environmental attitudes. These attitudes subsequently enhance the likelihood of engaging in green purchasing behaviour. The findings underscore the importance of educational and social strategies in promoting sustainable consumption practices. The implications of these findings provide valuable insights for marketers aiming to promote sustainable products effectively and for policymakers developing strategies to encourage environmentally responsible consumer choices in the region.