Determining Factors of Attitude towards Green Purchase Behavior of FMCG Products

The study aims to propose and test a model of the effects of explicit attitudinal constructs on the frequency of green purchase behavior. Environmental concern, Green advertisement and perceived quality of green products are operationalized by a path model hypothesizing effects of these antecedents on attitude leading to purchase intention and finally the purchase behavior of green products. The measures are obtained from a survey of a representative sample of 501people and analyzed in a structural equations model framework.

The research employs a survey-based method to test a theoretically grounded set of hypotheses. A well-structured and closed ended questionnaire with Nine-point Likert scales that were well established from previous researches was administered to collect responses from 501 respondents. The data from the respondents were processed and analyzed with the statistical programme SPSS and AMOS using confirmatory factor analysis and Structural equation modeling.

The best predictor of the intention to purchase green products is attitude towards the behavior. This study shows that the intention of consumers to purchase green products is determined by having a positive attitude toward green products. The results from the structural-equation modeling show the environmental concern has the highest influence on attitude towards green products among three personal variables including environmental concern, green advertising and perceived quality of green products.

The major limitation of the study is that it is undertaken in a single Indian city i.e. in a particular geography hence the study may not have included all the relevant ecological diversities at a more aggregate level. The present study has been conducted by considering only one construct of the theory of planned behavior which is attitude and its antecedents. Future studies need to investigate the role of other two important constructs which are subjective norms and perceived behavioral control.

The findings can help the marketers to formulate their policy with regard to actions which would enhance the purchase and usage behavior of the consumers towards green products. Marketers need to keep in mind that environmental concern, green advertising and quality of the green products have significant and positive impact on the attitude towards green products. It provides them with the opportunity to design their communication content in line with requirements to enhance the knowledge level of target audience.