In the face of climate change and unaccountable corporations, consumers are increasingly vocal about their desire to support transparent companies that actively fight for social justice and offer eco-friendly products and alternatives to conventional items. In response, more brands are demonstrating accountability. Some of the fastest growing businesses are those in the natural product category, those with recycled and recyclable packaging, sweatshop-free and fair trade sourcing, and brands with affiliations with charitable organizations. All else equal, people are investing in brands they feel align with their values.
But, unfortunately it has been found that in spite of showing concern for the environment and advocating environmentally safe activities, the Indian consumer is still not ready to accept the hard truth that it the responsibility of one and all to minimize their contribution to the overall environmental pollution. This article from the journal ‘Vision’ aims at studying socio-psychological factors which contribute in the formation of environmental attitude of consumers. It further aims at establishing the connection between environmental attitude of the consumer and his/her willingness to buy environmentally friendly products.
The socio-cultural, psychological and demographic factors have manifested divergent relationship between attitude and behaviour. There is inadequate understanding of antecedents of consumer’s environmentally friendly attitude and willingness to buy environmentally friendly product. Some authors argue that many consumers claim that they care about the environment; their buying behaviour does not always reflect this concern.
It has been found that the dimensions, such as environmental knowledge (EK), perceived seriousness of environmental (PSE) problem, interpersonal influence (IPI), collectivism and long-term orientation (LTO), have positive relationship with consumer environmental attitude (CEA)
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