Studying green consumer behavior through multiple lenses in a developing country

Purpose

The study aims to explore the parameters that affect the purchase behavior of green consumers.

Design/methodology/approach

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.

Findings

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.

Practical implications

While designing green products, this study will enable marketers to innovate their products and services based on the intricate insights that have come out of the study.

Originality/value

The study seeks to give deep insights into green consumer behavior that may help academics and marketers to understand the phenomenon better.