Open AccessRole of Connectedness to Nature and Perceived Environmental Responsibility on Green Purchase Behaviour
Author(s) -
Jayshree Jaiswal,
Seema Bihari
Publication year - 2020
Publication title -
asian journal of business research
Language(s) - English
Resource type - Journals
eISSN - 2463-4522
pISSN - 1178-8933
DOI - 10.14707/ajbr.200091
Subject(s) - sobel test , social connectedness , structural equation modeling , mediation , marketing , consumption (sociology) , purchasing , consumer behaviour , green marketing , social responsibility , test (biology) , sample (material) , business , psychology , social psychology , advertising , sociology , public relations , political science , ecology , social science , statistics , chemistry , mathematics , chromatography , self esteem , biology
An increase in the consumption of goods and services has led to a detrimental effect on the environment, and there is a need to understand green purchase behaviour. The purpose of this paper is to study the role of connectedness to nature and perceived environmental responsibility on the green purchase behaviour of consumers. The sample comprised of individuals above the age of 20 years from urban parts of India. Data analysis consisted of structural equation modelling and AMOS. The mediation effect of perceived environmental responsibility was assessed using Hayes Process test and Sobel test. The results show that perceived environmental responsibility mediates the relationship between connectedness to nature and green purchase behaviour. Marketing managers can effectively target consumers by triggering a stronger connection to nature and highlighting their responsibility to protect the environment. The study provides insights into consumer psychology and marketing theory and adds to the emergent literature related to consumer green purchasing behaviour in a developing nation.