ROLE OF PERCEIVED CONSUMER EFFECTIVENESS (PCE) ON GREEN PURCHASE BEHAVIOUR WITH REFERENCE TO KANNUR DISTRICT
DOI:
https://doi.org/10.29121/shodhkosh.v4.i2.2023.2998Keywords:
Perceived Consumer Effectiveness, Green Purchase Behavior, Sustainable Consumption, Consumer Attitudes, Environmental AwarenessAbstract [English]
Perceived Consumer Effectiveness (PCE) plays a pivotal role in influencing green purchase behavior, particularly in regions where environmental awareness is gradually increasing. This study investigates the relationship between PCE and green purchase behavior in the context of consumers from Kannur District. The research explores how individuals' belief in their ability to positively impact the environment through eco-friendly purchasing decisions shapes their buying patterns. Using quantitative methods, the study highlights the significant contribution of PCE in motivating sustainable consumption. Key findings indicate that consumers with higher levels of PCE are more likely to purchase green products, driven by environmental concerns, social influence, and perceived product value. The results underscore the importance of enhancing PCE through targeted awareness campaigns and policies to foster environmentally responsible consumer behavior. This research provides valuable insights for marketers, policymakers, and environmental organizations aiming to promote green consumption in the region
References
Ellen, P. S., Wiener, J. L., & Cobb-Walgren, C. J. (1991). The role of perceived consumer effectiveness in motivating environmentally conscious behaviors. Journal of Public Policy & Marketing, 10(2), 102-117. DOI: https://doi.org/10.1177/074391569101000206
Roberts, J. A. (1996). Green consumers in the 1990s: Profile and implications for advertising. Journal of Business Research, 36(3), 217-231. DOI: https://doi.org/10.1016/0148-2963(95)00150-6
Lee, K., & Holden, S. J. (1999). Understanding consumer’s environmentally conscious behavior: A socio-psychological perspective. Advances in Consumer Research, 26, 590-596.
Straughan, R. D., & Roberts, J. A. (1999). Environmental segmentation alternatives: A look at green consumer behavior in the new millennium. Journal of Consumer Marketing, 16(6), 558-575. DOI: https://doi.org/10.1108/07363769910297506
Chan, R. Y. K. (2001). Determinants of Chinese consumers' green purchase behavior. Psychology & Marketing, 18(4), 389-413. DOI: https://doi.org/10.1002/mar.1013
Peattie, K., & Crane, A. (2005). Green marketing: Legend, myth, farce or prophesy? Qualitative Market Research: An International Journal, 8(4), 357-370. DOI: https://doi.org/10.1108/13522750510619733
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2023 Sumesh P. C
This work is licensed under a Creative Commons Attribution 4.0 International License.
With the licence CC-BY, authors retain the copyright, allowing anyone to download, reuse, re-print, modify, distribute, and/or copy their contribution. The work must be properly attributed to its author.
It is not necessary to ask for further permission from the author or journal board.
This journal provides immediate open access to its content on the principle that making research freely available to the public supports a greater global exchange of knowledge.
