TITLE:
Does Knowledge Translate into Action? Impact of Perceived Environmental Knowledge on Ecologically Conscious Consumer Behavior
AUTHORS:
Manoj Das, Mahesh Ramalingam
KEYWORDS:
Price Fairness, Environmental Concern, Perceived Environmental Knowledge, Ecologically Conscious Consumer Behavior, PLS-SEM
JOURNAL NAME:
Theoretical Economics Letters,
Vol.9 No.5,
June
14,
2019
ABSTRACT: In recent years, researchers have devoted
considerable attention towards understanding how people perceive
green/eco-friendly products and their behavioral patterns. In fact, millennials
are more concerned with issues like global warming and environmental issues and
are increasingly taking into account the impact of their product choices on
environment. The present study aims to address whether perceived environmental
knowledge translates into action and the role of price fairness and
environmental concern between Perceived Environmental Knowledge and Ecologically
Conscious Consumer Behavior. Data for that study were obtained through
self-administered questionnaire from business school students (192 responses).
Partial Least Square Structural Equation Modeling (PLS-SEM) approach was
employed to analyze the data. The findings revealed that consumer with high and
average environmental concern has increased level of Ecologically Conscious
Consumer Behavior compared to consumer with low level of environmental concern.
Hence, our study provides critical insights for action to policymakers and
corporates for designing their communication strategies for succeeding in the
indigenous Indian context.