Relational Study Between Green Self-Concept (GSC) And Green Consumer Behaviour
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Abstract
Consumers in developing countries are starting to care more about the planet. That's why there's so much pressure on businesses to improve the environmental friendliness of their wares and procedures. Numerous researchers have attempted to use established ideas to explain the connection between eco-friendly consumption and consumer behaviour. Therefore, it is challenging to forecast consumers' behaviour towards buying products which are categorized under the category of environmental friendly or green products without comprehending the role of the Green Self Concept (GSC). This study constructed some links to evaluate the connection between self-concept, identity and purchasing behaviour. The Partial Least Squares (PLS) approach to analyze the survey's data shall be used in this study. The scholar examined the latent variable's direct and indirect mediating influence on consumer behaviour and the measurement model findings by surveying consumers. This study's outcome will develop a Green Buying Intentions (GSI) model. The GSI model will identify how GSCs shape consumer purchasing behaviour towards green products and services. The GSI also mediated the measuring framework. The study's findings may inform the creation of new strategies and policies for the producer, marketers and institutional practices of developing countries by helping us better comprehend the ecologically responsible actions of their consumers.
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References
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