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Title: Consumer Adoption of Green Products: Modeling the Enablers
Authors: Nath V.
Kumar R.
Agrawal R.
Gautam A.
Sharma V.
Published in: Global Business Review
Abstract: Environmentalism has become an important social and corporate issue during the twenty-first century. Consumers are becoming more environmentally conscious and are demanding green products from manufacturers. This has resulted in the emergence of new concepts like green marketing and green consumerism. Over the years various studies have investigated the concept of green consumer behaviour and have listed out factors that work as either barriers or enablers when it comes to consumer adoption of environmentally sustainable products or lifestyles. The present study aims to identify and evaluate the enablers that facilitate consumer adoption of green products. Using Interpretive Structural Modelling a series of initial relationships was established that predict how the joint effect of these enablers affect green consumer behaviour and green product adoption. © 2013 IMI SAGE Publications.
Citation: Global Business Review (2013), 14(3): 453-470
Issue Date: 2013
Keywords: environmental strategy
Green consumerism
Green marketing
interpretive structural modelling
ISSN: 9721509
Author Scopus IDs: 55861334600
Author Affiliations: Nath, V., Uttarakhand Technical University, Dehradun, India
Kumar, R., Department of Management Studies, I.I.T. Roorkee, India
Agrawal, R., Department of Management Studies, I.I.T. Roorkee, Roorkee, India
Gautam, A., Omkara Nanda Institute of Technology, Rishikesh, Uttarakhand, India
Sharma, V., Department of Management Studies, I.I.T. Roorkee, Uttarakhand, India
Corresponding Author: Uttarakhand Technical University, Dehradun, India
Appears in Collections:Journal Publications [MS]

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