The impact of the institutional environment on green consumption in India

Sreen, Naman, Yadav, Rambalak, Kumar, Sushant and Gleim, Mark (2021) The impact of the institutional environment on green consumption in India. Journal of Consumer Marketing, 38 (1). pp. 47-57. ISSN 7363761

[thumbnail of JCM2021.pdf] Text
JCM2021.pdf - Published Version
Restricted to Repository staff only

Download (291kB) | Request a copy


Purpose: This paper aims to develop an institutional framework to examine the role of governmental and social pressures on green product purchase intentions. Because of the increased focus on environmental issues in emerging markets, an examination of the institutional environment in India can provide unique insights into the drivers of green consumption.

Design/methodology/approach: A large-scale data collection is conducted via an online survey to test the validity of the theorized model. A survey methodology is used to collect responses from a sample of 400 consumers in India and analyzed via Smart PLS 3.0.

Findings: The findings suggest moral norms, injunctive and descriptive, have varying influences on consumers. Further, governmental influence, at least in India, may not have a positive impact one would expect. The results indicate the institutional framework developed in this research has a good predictive ability in green marketing settings and offers insights for businesses and policymakers to enhance consumers’ motivations to purchase green products.

Originality/value: From a theoretical perspective, this research is the first to examine the institutional environment on green consumption in India and provides unique insights into the influences of green consumption. The results suggest the institutional environment in India presents unique opportunities for practitioners and policymakers.

Item Type: Article
Keywords: Government influence | Green consumption | Institutional theory | Moral norms | Sustainability
Subjects: Social Sciences and humanities > Business, Management and Accounting > General Management
Physical, Life and Health Sciences > Environmental Science, Policy and Law
Social Sciences and humanities > Social Sciences > Health (Social sciences)
JGU School/Centre: Jindal Global Business School
Depositing User: Mr. Syed Anas
Date Deposited: 23 Dec 2021 11:47
Last Modified: 23 Dec 2021 11:47
Official URL:


Downloads per month over past year

Actions (login required)

View Item
View Item