DOI 10.14707/ajbr.200091

Role of Connectedness to Nature and Perceived Environmental Responsibility on Green Purchase Behaviour

DOI 10.14707/ajbr.200091

Jayshree Jaiswal
Institute of Management, Nirma University, Ahmedabad, Gujarat, India

Seema Bihari
Institute of Management, Nirma University, Ahmedabad, Gujarat, India

Abstract

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.

Keywords: Green Purchase Behaviour, Human-nature Relationship, Connectedness to Nature, Perceived Environmental Responsibility, India, Sobel Test

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