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Consumer Attitude toward Green Purchases

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Consumer Attitude toward Green Purchases
Consumer Attitude towards ‘Green’ Purchases

*Tanushree Shrivastava
Research Scholar(IIPS, DAVV, Indore)
Mobile 9926248388 moonskiess@yahoo.com **Dr. Preeti Singh
Reader, IIPS, DAVV, Indore
Mobile 9425349044 purnima4@rediffmail.com Abstract

The Theory of Planned Behavior, based on the value – attitude – behavior hierarchy, has been proven as a reliable instrument for measuring green purchasing behavior. This study examines the application of a sub-section of Theory of Planned Behavior, namely the measurement of Attitudes towards Green Purchases of management students in Jabalpur City. Ecological affect has a greater impact on their attitude formation than does Ecological Knowledge. To check if this is also true for these consumers, management students (n=41) were surveyed to measure their ecological affect, ecological knowledge and attitudes towards green purchases. Students with high ecological affect showed a statistically significant difference on their attitudes towards green purchases score than the students with low ecological affect. Ecological knowledge level did not show a significant difference in attitudes towards green purchases. Differences between ecological knowledge and ecological affect and suggestions for future research are discussed.

Keywords: Planned Behaviour, Green Awareness, Green Purchase, Ecological Knowledge, Purchase Attitude.

Consumer Attitude towards ‘Green’ Purchases
Introduction
Sustainable energy, organic food, green technology and green products are buzzwords in popular culture, consumer publications and business school course outlines today. Both government and market researchers alike have been studying the reasons consumers purchase green products or make other environmentally friendly decisions. Providing for the environmental concerns of customers is a win-win strategy for the planet and the firm. Green consumers have been shown to be willing to pay a

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