Confirming Antecedents of Green Consumption Intention: A Sustainable Model for Food Aggregators

Abstract

Enhanced awareness about plastic cutlery pollution has brought a green transition in consumers’ intentions. Through the lens of green offers by the food aggregators, this research investigates the relationship of the antecedents to green consumption intention. A conceptual model extending the stimulus-organism-response (S-O-R) theory is tested by Structural Equation Modeling (SEM) on the primary data of 622 green consumers. The significant relations between perceived consumer effectiveness to green brand trust, influencing green consumption intentions were established. Social Image partially mediates the relation of green brand trust to green consumption intention. The identified relationships among the variables provide practical and theoretical implications.

KEYWORDS:

• Communication
• Environment
• Food aggregators
• Green
• Plastic
• Pollution
• Sustainability

Acknowledgement

We thank almighty God for the blessings.

Additional information

Notes on contributors

Mredu Goyal

Mredu Goyal is a rare blend of academia and research with an experience of more than a decade. She is presently associated with BSDU, Jaipur. The areas of her research interest are entrepreneurship, sustainable development and social media marketing. Her enriched research experience includes publications of research papers in various journals and books of national and international repute. She is bestowed thrice with Best Research Paper Awards in different International Conferences.

Ravi Kumar Goyal

Ravi Kumar Goyal is an alumnus of NIT Jaipur and presently associated with BSDU, Jaipur. He has received prestigious Erasmus funding for staff mobility for teaching/training at BUASVM, Timisoara, Romania, Europe. His areas of interest include industrial engineering, management, entrepreneurship and mentoring. He has 15 awards, 4 patents, 85 research, and 10 books publications to his credit. Email: [email protected]