Developing a framework to understand predictors & antecedents of green buying behavior in India: An exploratory study Bhatia Ruby Dua1, Dr Khan Mohammed Naved2, Dr Sondhi Neena3 1AMU-AIMA PhD Scholar, Aligarh Muslim University, Aligarh, Uttar Pradesh, India, Email id: ruby.dua@rediffmail.com 2Associate Professor; Department of Business Studies, Faculty of Management Studies & Research, Aligarh Muslim University, Aligarh (UP), India 3Professor, International Management Institute, B-10 Qutub Institutional Area, New Delhi, India Online published on 4 March, 2019. Abstract Green consumerism as an enabler of environmental conservation has caught the attention of practitioners and academicians alike. This present research is an attempt at understanding the antecedents and barriers to green consumption and how these act together or in isolation to influence the intention to buy an eco-friendly product. A critical review of extant literature and interaction with subject experts and real life patrons revealed key individual, social and market driven factors impact consumer attitude towards green products. Consumer attitude and market driven factors in turn trigger purchase intentions. Individual factors comprise of ecological consciousness, personality and health consciousness while social factors include social/normative influence and cultural factors and the market driven factors include product, price, promotion and place attributes. The proposed model attempts to explore individual and collaborative influence of attitudes and market driven factors which needs to be empirically tested for its manifestation. Model validation would assist in designing focused strategies to increase green adoption and consumption. Top Keywords Consumer Attitude, Environmental Consciousness, Green Marketing, Green Buying Behavior. Top |