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AuthorUddin, S. M.Fatah
AuthorKhan, Mohammed Naved
AuthorFaisal, Mohd Nishat
AuthorKirmani, Mohd Danish
Available date2023-05-03T05:36:26Z
Publication Date2023
Publication NameJournal of Global Scholars of Marketing Science: Bridging Asia and the World
ResourceScopus
URIhttp://dx.doi.org/10.1080/21639159.2022.2163415
URIhttp://hdl.handle.net/10576/42257
AbstractEnvironmental protection is increasingly a concern, but false claims by companies have raised green skepticism among consumers. Young consumers constitute a significant group for consumption in an economy like India. While young consumers have rarely been surveyed on factors like green perceived value and perception regarding green claims, there is a paucity of research on the moderating role of skepticism. This paper provides a new perspective regarding the underexplored debate on green skepticism levels among young consumers. Data from 610 respondents were gathered through a researcher-controlled survey. Antecedents to environmental attitude, namely green perceived value, environmental knowledge, and interpersonal influence, were found to influence the relationships significantly. Young consumers' environmental attitude was significant in explaining their green purchasing behavior. The paper sheds first light on the negative moderating effect of skepticism on the attitude-behavior relationship. The study highlights the role of educated and urban young consumers in sustainable consumption. In the same vein, findings suggest that managers should consider the importance of consumers' doubts as a valuable element for global green advertising effectiveness. 2023 Korean Scholars of Marketing Science.
Languageen
PublisherTaylor and Francis Ltd.
Subjectenvironmental attitude
green perceived value
green purchasing behavior
interpersonal influence
Skepticism
TitleDemystifying the green purchasing behavior of young consumers: Moderating role of green skepticism
TypeArticle
Pagination264-284
Issue Number2
Volume Number33
dc.accessType Abstract Only


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