GREEN PURCHASE INTENTION: THE DIRECT AND INDIRECT INFLUENCES OF ECOLOGICAL RESPONSIBILITY AND PRO-ENVIRONMENTAL ATTITUDE

Abstract Environmental degradation enkindled by human civilisation is a snowballing concern. Both manufacturing and consumption of goods and services result in numerous negative impacts on the environment. Consumption control is an exceedingly arduous challenge in the 21st century; hence it is encouraging research on alternative routes to direct towards a more environment friendly lifestyle. Companies aim to design policies to stimulate eco-friendly behaviour by conceptualizing sustainable development. Nurturing ecological consumption is dependent on the extent of consumers’ inclination to employ “green” consumer behaviour. Research has been carried out seeking identification, analysis and also deciphering the green consumer. Findings also state in spite of conveying a high degree of approval for alternative and sustainable purchase, consumers have not reciprocated the school of thought into actions. Having said that, there is scant research which has investigated the influence of ecological responsibility on green purchase intention and especially how this relationship has been mediated by pro-environmental attitude. This study examines the effect of ecological responsibility on green purchase intention through the mediation of pro-environmental attitude. The survey method was employed for data collection from 250 Indian consumers via an email questionnaire. The empirical findings disclose that ecological responsibility can heighten pro-environmental attitude and amplify green purchase intention. Pro-environmental attitude increases green purchase intention and plays a mediating role between ecological responsibility and green purchase intention. The theoretical and managerial implications of the results are discussed. The study has been concluded by putting forward recommendations for policymakers regarding forthcoming green marketing campaigns