Materialism and Green Purchase Behaviour: Relationship Analysis

By Manchanda, Rimple | Researchers World, October 2014 | Go to article overview

Materialism and Green Purchase Behaviour: Relationship Analysis


Manchanda, Rimple, Researchers World


ABSTRACT

The reports of Global Environment Survey have shown that people are shifting their focus towards purchase and use of eco-friendly or green products. There is a shift in the paradigm of consumption. This paper attempts to analyze if this shift will have same impact on people who are materialistic in behaviour. Materialism has always been looked upon as dark and against humanism. It has been negatively related to bionetwork in specific and well being in general. Green materialism, a term recently coined, appears to reflect the buoyant side of covetous desires. The topic has attracted much attention and interest from economists, sociologists and psychologists. This paper explores the relationship between materialism and green purchase behaviour. The principal objective of this paper is to understand the compatibility of two concepts i.e. 'green purchase behaviour and materialism' by exploring the eco friendly purchase behaviour of individuals with materialistic bent. With ever up surging information rights, there is increasing conscientiousness about conservation in consumers today. The results show that there is positive relationship between materialism and green purchase behaviour. The paper shows the analysis of materialism and green purchase behaviour across different age groups and gender. This provides a new edge to marketers as they can draw on this impel of sustainability. The findings would satisfy the gap in research to work up policies for green marketing and facilitate marketers to buckle up and devise more strategies to advance green purchase and consumption.

Keywords: Materialism, Green Purchase Behaviour, Green Consumption, Sustainable Consumption, Green Materialism

INTRODUCTION:

There is increasing consciousness about degrading environment lately. People are being informed and educated on their responsibility towards environment and importance of conservation of environment for the coming generations. It's since last four decades that the realizations of environmental degradation facts such as deforestation, global warming, increasing sea level, exhaustion of sources of natural resources and depletion of ozone layer have been brought to attention by environmentalists. The topic has attracted much attention and interest from economists, sociologists and psychologists. The need for discernment on the topic by marketers arose due to the fact that it is the consumption that is the main cause of environment degradation. Environment is being deployed and smashed for consumption (Brown & Kasser, 2005). The consumption for self satisfaction has a bearing on society and the environment. The consumption by materialistic individual is all the more harmful in comportment. Materialism emphasizes ineffective consumption i.e. more than required or may be consumption even when not required (Good, 2007).

With ever up surging information rights, there is increasing conscientiousness about conservation in consumers today. The cognisant consumers create an ostensible coop of eco friendly possessions around them. To tackle to such a situation, exponents have come up with concepts like green marketing, green labels, sustainable consumption etc. They have brought into being the products that address the requirement of consumers who are basically having a soft corner for environment and are largely interested in green purchase behaviour. With this they cannot do away with rapacity of possessing material goods. This time the synthetic products are replaced by more natural ones but the conspicuousness in consumption remains. Green materialism, a term recently coined, appears to reflect the buoyant side of covetous desires. India being emerging economy, where the effect of globalization has resulted in increasing consumerism, the changing lifestyles and cultures are lying much in front for such transformation. The study of effect of environment friendly inclinations on consumption and material wants has not received much attention so far. …

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