Green Consumer Behavior of the Educated Segment in India

ABSTRACT

Green consumption behavior is an essential requirement for long-term sustainable development of the Earth's civilization. Several authors have found education to be one of the key factors influencing green consumption behavior. This study identifies the factors influencing the willingness of university teachers to purchase green products and the predictor variables that distinguish teachers who are willing or unwilling to purchase green products. The findings show that product recycling has a positive influence and comfort, eco-labeling, and lack of information have a negative influence on the willingness of university teachers to purchase green products. Switching products for ecological reasons, preference for ecological quality, and a consideration that plastic carry bags are more convenient and should not be banned are good discriminators between the groups willing to buy and not willing to buy green products. The teachers are aware of environmental activism, even though their concerns do not always translate into green consumer behavior.

KEYWORDS:

• Green marketing
• green consumer behavior
• environment-friendly
• eco-labeling
• educated consumers