Role of Collectivism, Environmental Concern, Scepticism and Perceived Consumer Effectiveness on Green Purchasing Behaviour of Consumers of Guwahati, India

Abstract

The paper examines the specific roles of collectivism, Environmental Concern, scepticism and perceived consumer effectiveness on green purchasing behaviour of consumers of Guwahati area and helps gain deeper understanding of the antecedents of green purchasing behaviour for this region. The study was carried out from 15 April 2014 to 17 May 2014 over a period of one month among the inhabitants of Guwahati city using structured questionnaire for data collection. Significant relationships were found regarding perceived consumer effectiveness, environmental concern on green purchase behaviour of the consumers of Guwahati area. While, no significant relationships were established for collectivism and green purchase behaviour and; scepticism and green purchase behaviour. The study confirmed that environmentally friendly respondents showed that in solving environmental problems, they consider the contribution of the individual more important and valuable than collectivistic individuals. Implications regarding the findings were discussed.