Green Consumerism Literature Review

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This paper examines the existing literature on green consumerism and discusses various influences on green purchase behavior. The study moves on from the demographic, behavioral and psychographic variables that influence consumer buying behavior to less explored influences like perceived consumer behavior, perceived relative advantage, green product attributes and situational factors which may be having substantive impact on purchase behavior. The Discussions leads to further research propositions and directions in the field. The proposed model is built on the premise that demographic, psychographic and behavioral influences may lead to environmental concern which may trigger purchase Intention, but for actual purchase to happen variables related…show more content…
Are these consumers green by default or is green a deliberate purchase? Substantial research has been conducted on understanding whether consumers who were inclined towards eco-friendlier products are also the most sensitive to the environment Jansson et al; 2009) Moreover it would be interesting to know whether these influences and determinants vary for special product categories. This paper examines the literature on Green consumerism and discusses various influences on green purchase behavior.A green consumer is an individual that wants and knows how to satisfy his or her needs in the everyday life causing as little as possible impact on the environment (Peattie ,…show more content…
Green consumerism is often discussed as a form of ‘pro-social’ consumer behavior (Wiener and Doesher, 1991). It may be viewed as a specific type of socially conscious (Anderson, 1988) or socially responsible (Antil, 1984) consumer behavior that involves an ‘environmentalist’ (Schlossberg, 1991) perspective and may thus be called ‘environmentally concerned consumption’ (Henion, 1976). A classic definition (Henion, 1976) describes them as ‘environmentally concerned consumers’. Under the broad definition of green consumerism, consumers voluntarily contribute to environmental interests by making rational decisions in their purchase, usage and disposal (Paul Sheppard, 1992).These rational decisions are tempered through varying degrees of influences and interests. (Peattie , 1992).
Green products (eco-products or environmentally friendly products) are considered as products that do not pollute the earth or damage natural resources and can be recycled or conserved (Shamdasani et al, 1993). Antecedents of green

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