Green Consumerism: A Review of Extant Literature

This study reviews the research on green consumerism and identifies predictors of green consumerism. The study found that most of the research papers were based on USA consumers with students as respondents. The most used statistical techniques were Regression Analysis and Structural Equation Modelling. Environmental and non-environmental predictors of green consumerism have been identified. The study provides directions for future research on green consumerism.

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Volume 1, Issue 2, July 2016
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Green Consumerism:
A Review of Extant Literature
Pacific Business Review International
Volume 1, Issue 2, July 2016
48
Abstract
The main aim of the study was to explore the characteristics of the
research on green consumerism and to prepare future research agenda.
A total of two hundred research papers relevant to the study were
accessed using appropriate keywords from various sources. Only
seventy papers were found relevant to objectives of this study. Among
the research papers, most of the studies were based on USA consumers
with students as respondents. The findings of the present study showed
that the most used statistical techniques were Regression Analysis and
Structural Equation Modelling. Based on the findings of the present
study, several environmental and non-environmental predictors of
green consumerism have been identified. The present study has also
provided directions for future research on green consumerism.
Keywords: Review, Research, Green Consumerism
Introduction
Due to the worsening conditions of the environment, there is an
upsurge in the demands of the products which are environment
friendly, commonly known as 'green products' (Elkington and
Makower, 1988; Wasik, 1996; Chen and Chai, 2010). There is a
constant pressure on the marketers from governments, media, and
environmental activists to care for environment and inculcate in their
products the features which are beneficial to the environment or
mitigate those features which are harmful to the environment (Jain and
Kaur, 2004). Hence, it has become imperative for the marketers to
produce and promote green products in the best possible manner.
Green products are the products characterized by energy efficiency,
recyclability, eco-friendly packaging, non-toxic material,
biodegradability, etc. (Mangun and Thurston, 2002; Bearse et al.,
2009; Chen & Chang, 2013). These products are expected to be
designed and manufactured embracing procedures and processes that
are energy efficient and less physical resource intensive during their
entire life cycle (Dangelico and Pontrandolfo, 2010; Massawe and
Geiser, 2012). As of now, green products are expensive due to lack of
economies of scale and slow adoption of cutting edge green
technology. Hence, there is a pressing need to identify factors which
can influence consumers' decision to pay a premium for the purchase
of green products.
Mohd Danish Kirmani
UGC-Senior Research Fellow
Department of Business Administration
Faculty of Management
Studies & Research
Aligarh Muslim University,
Aligarh – (UP), India
Dr. Mohammed Naved Khan
Associate Professor
Department of Business Administration
Faculty of Management
Studies & Research
Aligarh Muslim University,
Aligarh – (UP), India

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The researchers, around the world, have explored the topic
from various perspectives. From 1970s (when the term
environmental marketing used first time) till today a number
of studies have been conducted and explored the
relationship of demographics (mainly gender, age,
education and income), environmental variables
(environmental concern, eco- literacy, perceive
environmental responsibility, etc) and non-environmental
(interpersonal influence, religiosity, collectivism and
individualism) (Laroche et al., 2001; Rice, 2006; Lee, 2008;
Lee, 2009, Cheah and Phau, 2011; Awad, 2011). The
attempts have been made by the researchers to identify the
antecedents of the green attitude (Laroche et al., 2001;
Cheah and Phau, 2011). Some researchers also explore the
influence of green marketing strategies such as green
labelling, green packaging, green brand, green advertising,
etc. on the consumer attitude towards green products
(Juwaheer et al., 2012; Rahbar and Wahid, 2011; Mourad,
2012; Raska and Shaw. 2012; Nath et al, 2013).
The present study is an attempt to analyze the research done
so far on green consumerism. Therefore, main aim of the
study was to explore the characteristics of the research on
green consumerism and to prepare future research agenda.
The researchers, in this study, have focussed on what work
has done so far and how, where and by whom it has been
carried out. The important predictors of green consumerism
are also identified. The study will help in better
understanding of the current situation and hence, will allow
to determine what still needs to be done in terms of research
in this area. This paper will be of great help to the
academicians and researchers who are undertaking research
in this field.
Literature Review
Although the concept of marketing of green products
(popularly known as green marketing) began to be discussed
in the 1960s, it was only in the late 1980s and early 1990s
that the concept started to be formalized and generalized
(Akehurst et al., 2012). In the workshop held by American
Marketing Association in 1974, green marketing was
defined as the study of positive and negative aspects of
pollution and depletion of energy sources (Akehurst et al.,
2012). As per another definition, green marketing consists of
all planned activities to generate and facilitate exchanges in
order to satisfy human needs and desires with the least
possible impact on the environment (Polonsky, 1994).
Peattie and Charter (2003) defined green marketing as the
holistic management process responsible for identifying,
anticipating and satisfying customer needs in a profitable
and sustainable manner. This definition emphasizes the
holistic approach towards green marketing. It means green
marketing involves green strategies from new product
development to modifications in the marketing mix and
from packaging to advertising. Peattie (2001) stated that
green marketing has evolved through three stages. First
stage emerged since 1980s when green marketing was
newly initiated in the industry. The second stage occurred in
1990s when marketers experienced backlash for green
marketing. Marketers apprehended that consumers' concern
for environment and green products did not translate into
purchasing behavior. The third stage began since the year
2000. During this phase, green marketing got a new
momentum with the implementation of more advanced
technology, stricter regulations by governments and
enhancement of global environmental awareness level.
Based on these three stages, the research preferences of the
researchers changed from time to time. From the 1970s the
researchers began to develop marketing with an
environmental perspective (Chamorro et al., 2009). A
majority of those early works centered on the study of the
relations between environmental concern and behavior
(mainly consumers' participation in recycling systems) and
on the characterization of the green consumer (Chamorro et
al., 2009). Research on green marketing had mirrored the
various waves of social concern about the environment. Up
till the early nineties, the research on green marketing
remained largely descriptive and lacked academic
perspective and rigour (Jain & Kaur, 2004). During this
period, research had a 'managerial perspective' focusing
primarily on issues of 'green' consumer behaviour,
advertising and market segmentation (Peattie, 1999). From
the mid-1990s onwards, a new research agenda emerged
which focused on broader and more conceptual issues
regarding the physical sustainability of marketing (Peattie,
1999). In this new period, researchers focused on a range of
issues wider than those considered previously (Chamorro et
al, 2009). Since nineties, the researchers have started
academically analysing consumers' green attitudes and
behaviour, thus providing managerial insights to green
marketers to market their green ideas and products more
effectively. Chamorro et al (2009) reviewed the main
characteristics of research papers on green marketing during
the period 1993-2003. The study concluded that a total of
around 26 percent of the research papers under analysis were
theoretical in content, while around 74 percent were
empirical studies; the most commonly used data collection
technique was the survey; a majority of the empirical studies
were based on national level or lower; the empirical studies
made use of very diverse statistical techniques with
regression analysis and structural equation models were
most widely used followed by descriptive analyses; the
topics of interest of most of the researchers were 'green
consumer' and 'green communication'.
Methodology
The present study was divided into three stages. During the
first stage, around 200 research papers relevant to the

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present study were identified for review. These research
papers were accessed from various sources such as Google
Scholar, Wiley Online Library, Emerald Publications,
Elsevier, Taylor and Francis and SAGE publications. The
keywords used while searching the articles were green
attitude, green consumers, green products, green marketing,
environmental marketing, and ecological marketing. During
the second stage, screening of the accessed research papers
was done to check the relevance of the papers with the topic
of study. In that process, only 70 papers were found relevant
to the topic of the research and hence were selected for the
further study. During the third stage, in depth analysis of the
selected papers was carried in the context of journals of
publication, respondents of the study, country of the study,
statistical techniques used for analysis, predictors of green
consumerism and findings of the studies.
Analysis and Results
Out of the 200 research papers downloaded, only 70 were
found to be relevant to the topic of the present study. It
means that only 35% of the research papers were based on
consumers' attitude towards green products. The other
research papers were based on understanding concept of
green marketing (Ottman et al., 2006; Polonsky, 2011), and
industry perspective of green marketing (Roarty, 1997;
Pujari et al., 2003). The maximum number of research
papers have been published in Journal of Consumer
Marketing (JoCM, 6 studies) followed by Management
Intelligence and Planning (MIP, 5 studies) and Journal of
Business Research (JoBR, 4 studies). Two studies are
published each in Advances in Consumer Research (ACR)
and Management Decisions (MD). Journal of Marketing
(JoM), Journal of Marketing Management (JoMM) and
Journal of Advertising (JoA) published one research paper
each green consumerism.
The comprehensive review of the researches on green
consumerism is done in Table 1.

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Volume 1, Issue 2, July 2016
Table 1 demonstrates that the research on green
consumerism has been conducted all around the world. This
area of research, however, is more popular among the
researchers of the western countries especially United States
of America (USA). Among the research studies covered
under the present study, 14 were carried on consumers of
USA. The other western countries where the green
consumerism is common as a topic of research are Australia
(5 studies), Hong Kong (3 studies), Portugal (3 studies) and
United Kingdom (3 studies). Among the Asian countries,
Malaysia accounted for maximum number of studies (i.e. 5)
followed by India (4 studies) and Egypt (3 studies). The
other countries such as China, Taiwan and Pakistan have two
studies each.
As far as sampling element is concerned, university students
are found to be favourite of the researchers around the world.
As many as twenty two studies have been conducted on the
university students as the respondents. Two studies (Lee,
2008 and Lee, 2009) were conducted on high school
students. A significant number of researchers have been
found to prefer cross sectional background and collected
data from the consumers of different genders, age groups,
income groups and having different educational
qualifications. Research is also conducted on head of the
households, women with children, online consumers, mall
shoppers, etc (Table 1).
The researchers used various types of statistical techniques
depending upon the objectives of their study. Regression
Analysis is most commonly used technique (20 studies) for
analysis followed by Structural Equation Modelling (SEM,
15 studies). In studies where objective was to analyse
influence of independent variable on the dependent variable,
regression analysis was used while in studies where
proposed model was to be tested Structural Equation
Modelling (SEM) was preferred by the researchers.
Although in some studies such as Awad (2011) the proposed
model is tested by regression analysis only. Correlation
analysis is also a popular technique especially to establish
relationship between the independent and dependent
variables. In studies where objective was to relate
demographics with green attitude, t- test (5 studies) and
ANOVA (6 studies) are also most commonly used
techniques. Some researchers also used MANOVA to study
impact of demographics on consumer attitude towards green
products. Researchers used combination of cluster analysis
and discriminate analysis when their objective was to group
the respondents into clusters. ISM, Two Way ANOVA,
Paired sample t- test, etc are less commonly used techniques
(Table 1).
Predictors of Consumers' Attitude towards Green
Products
The researchers have identified several predictors of green
consumerism (Table 2). The influence of demographics
(gender, age, income, and education), psychological
variables (social influence, collectivism, religiosity, etc) and
environmental variables (environmental concern, eco-
literacy, perceived consumer effectiveness, etc) are studied
by different researchers. Some of the important predictors
emerged from extant literature are shown in Table 2.
As can be observed in Table 2, the most researched predictor
of green consumerism is environmental concern (23
percent) followed by perceived consumer effectiveness (21
percent), environmental attitude (16 percent) and eco-
literacy (14 percent). Among the non-environmental
variables, social influence and collectivism are most
researched (10 percent each). Religiosity as a predictor is
discussed only in two of the researcher papers participated in
the present study. The influence of green marketing
strategies (such as green labelling, green packaging, green
advertising, etc) and demographics on consumers' attitude
towards green products are also widely discussed by the
researchers.
Study Findings
The different researchers in different parts of the world have
reached different conclusions. The important results are
discussed in Table 3.

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Environmental concern, perceived consumer effectiveness
and environmental attitude are established as important
predictors of the consumers' attitude towards the green
products as both are positively related to the attitude towards
green products in almost all the studies. There are a few
exceptions also. On the one hand, Tang and Chan (1998)
found negative relation of environmental concern with
consumers' attitude towards the green products. On the other
hand, Akehurst et al (2012) found no relation between the
two. Similarly, in case of perceived consumer effectiveness,
Jain and Kaur found no relation while Cho et al (2013) found
negative relation of perceived consumer effectiveness with
attitude towards the green products.
As far as influence of non-environmental variables (such as
social influence, collectivism and religiosity) on green
consumerism is concerned, all the studies concluded that
these variables are positively associated with the green
attitude of the consumers. The green marketing strategies
are also found to be positively and significantly influencing
the consumers' attitude towards green products in a majority
of the research papers participated in the present study.
Borin et al. (2013), Grimmer and Woolley (2012) and Raska
and Shaw (2012) are the exceptions who concluded that
there is no relation between the green marketing strategies
and green consumerism.

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As far as influence of demographic variables on green
consumerism is concerned, it is clearly evident from Table 4
that there is no consensus among the researchers. A large
number of researchers found that there is no difference in the
attitude towards the green products among the male and
female consumers. But at the same time, there are some
researchers who found that there is a difference in the
attitude of the male and female consumers as can be seen in
Table 4. The researchers like Laroche et al. (2001), Lee
(2009) and others found that female consumers are more
eco- friendly while Mostafa (2007) and Akter (2012) found
that the male consumers are more favourable towards the
environment. The results, however, are more contradictory
in case of income, education and age. Both difference and no
difference between the groups have found support from the
significant number of researchers.
Comprehensive Model
The in-depth analysis of the findings of the empirical papers
participated in the present study suggests that green
consumerism is influenced by four category of variables.
The first category includes variables which are related to
environment (such as environmental concern,
environmental attitude, eco- literacy, perceived
environmental responsibility and perceived seriousness of
environmental problems) and hence are termed as
'environmental variables'. The second category is termed as
'non-environmental variables' and includes variables such as
collectivism, social influence, religiosity, etc. The third
category includes the green marketing strategies (such as
green labelling, green packaging, green advertising, green
pricing, etc) used by the marketers to influence green
consumerism. The marketers of green products may use
different strategies such as environment friendly labelling
and packaging, advertising and special prices for these
products to promote greenness of their products (Supplico
and Salle, 2009; Juwaheer et al., 2012; Mourad, 2012; Nath
et al., 2013). The last and fourth variable includes the
demographic variables such as gender, age, education and
income. Based on these four categories of variables, the
researchers of the present study have suggested a
comprehensive model which is illustrated in Figure 1.

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Discussion
The research on green consumerism has been carried out in
different countries using different statistical techniques on
different set of respondents. But more specifically, it can be
said that the research on green consumerism is more
common in western countries as compare to Asian countries.
Especially in USA, the research on green consumerism has
outnumbered the research in other parts of the world. This
may be attributed to the fact that United States began the
modern environmental movement and became the world
leader for environmental reforms (Lampe and Gazda, 1995).
Generally, the US has tougher legal standards, stricter
enforcement policies and a more developed infrastructure
for public participation in environmental decision making
and this leads to growing public concern about the
environmental issues in America and hence positive attitude
towards green products (Lampe and Gazda, 1995; Kim and
Choi, 2005). On the other hand, there are only a few studies
carried out in the Indian scenario. Keeping in mind the
current environmental conditions in India, it is very
surprising and, hence, more research in this area in India
scenario is warranted.
As far as statistical techniques are concerned, Regression
Analysis and Structural Equation Modelling (SEM) are
most common. This finding is in line with the study of
Chamaro et al (2009) who also found that the Structural
Equation Modelling and Regression Analysis are most
commonly used techniques for analytical purpose. The
reason of the dominance of these techniques over other
techniques might be the nature of the studies carrying out on
green consumerism. Generally, the studies on green
consumerism focus on identifying the factors to establish
relationship between dependent variables and independent
variables. The best techniques for this purpose are
Regression Analysis and Structural Equation Modelling
techniques are most used techniques as these are the best
techniques to establish relationship between independent
and dependent variables.
In a large number of studies, the data was collected from
students. This may due to the fact that students are
considered as cosmopolitan in outlook and possess rich
cultural diversity. Further, young consumers are also
assumed to be aware of the current scenarios and they are
assumed to influence the purchasing decisions of their
(Source: Prepared by the Researchers)
Figure 1: Comprehensive Model
Non-Environmental
Variables
-PCE
-SI
-Collectivism
-Religiosity
Environmental
Variables
-EC
-EA
-EL
-PER
-PSoEP
Green Marketing
Strategies
-GL
-GPa
-GA
-GPr
Demographics
- Gender
- Age
- Income
- Education
Green Consumerism
Note: PCE= Perceived Consumer Effectiveness; SI= Social Influence; Ec=
Environmental Concern; EA= Environmental Attitude; EL = Eco- literacy; PER=
Perceived Environmental Responsibility; PSoEP= Perceived Seriousness of
Environmental Problems; GL = Green labelling; GPa = Green Packaging; GA = Green
Advertising; GPr= Green Pricing

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Volume 1, Issue 2, July 2016
families (Martensen & Gronholdt, 2008; .Ishaque & Tufail,
2014).
Although the present study has helped to identify the
important predictors of green consumerism, but there is lack
of consensus among the researchers as far as findings are
concern. The inconsistency in findings related to
demographics is even higher with researchers in different
settings have reached different conclusions. Religiosity is an
important variable which may influence green
consumerism. Rice (2006) and Kalamas et al. (2013) have
shown that religiosity of the consumers has an effect on the
consumers' attitude towards green products. Rice (2006),
however, carried out his research only on Muslim
respondents. Hence, more research is needed on consumers
of other religions.
The researchers have delved into green consumerism quite
deeper but still there is a great scope for the future
researchers to delve further deeper in this area of research.
Based on the present study, the researchers have some
suggestions for the futures researchers. The first and
foremost suggestion is that more research should be carried
out in the Asian countries, especially, India and China, etc.
which are facing serious problems of environmental
degradation (Stern Review, 2007). Comparative studies
between western countries and Asian countries may be very
useful to understand the differences between consumer
preferences of these two regions. Secondly, the researchers
may also include the respondents other than students. More
researchers can use online data collection technique like
Gupta and Ogden (2009) and Hur et al (2013) to cover
respondents across the nation or may even include
respondents of different countries. Further, there is no study
which have taken into account all the variables together.
Hence, future researchers can empirically test the
comprehensive model proposed in the present study.
Another limitation of the studies participated in the present
study is the use of cross-sectional approach rather than
longitudinal approach in all the studies. This implies that the
shift in attitude of consumers was largely ignored. Thus, to
capture such attitudinal shifts, researchers need to embrace
longitudinal studies.
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