Abstract

The economic philosophy of growth focuses on the idea of utility maximization and ignores the environmental impact of such growth. Resources are getting depleted in countries that have an increasing population. Therefore, for a sustainable future, there is a need to turn the behavior of people toward environment-friendly actions. The marketing strategies that promote environmental benefits are unable to entice consumers into buying green products. One possible reason for the failure of green marketing strategies in increasing sales can be the rise in the materialistic value of individuals. This paper investigates in the Indian context the impact of rising materialism on attitude toward green products, through environmental beliefs, and specific beliefs regarding green products, such as perceived behavioral control (PBC) and subjective norms. We collected data of four hundred valid respondents from an online survey and analyzed it using PLS-SEM. The study found that materialistic values tend to eliminate environmental concerns by establishing a negative relationship with environmental beliefs that further, has a negative influence on PBC, subjective norms and attitudes toward green products. The article also guides policymakers and practitioners for promoting green products by evaluating individuals’ beliefs, norms, and values.

摘要

增长的经济哲学关注效用最大化的概念，而忽略了这种增长对环境的影响。在人口不断增加的国家，资源正在枯竭。因此，为了可持续的未来，有必要将人们的行为转向环保行动。促进环境效益的营销策略无法诱使消费者购买绿色产品。绿色营销策略未能增加销量的一个可能原因可能是个人的物质价值上升。本文在印度的背景下，通过环境信念以及关于绿色产品的特定信念（例如感知的行为控制（PBC）和主观规范），研究了唯物主义对绿色产品态度的影响。我们从在线调查中收集了四百名有效受访者的数据，并使用PLS-SEM进行了分析。研究发现，唯物主义价值观倾向于通过与环境信念建立消极关系来消除对环境的关注，这种消极关系进一步对PBC，主观规范和对绿色产品的态度产生消极影响。本文还通过评估个人的信念，规范和价值观，指导政策制定者和实践者推广绿色产品。