Do Consumers Having Different Levels of Green Consumption Value and Frugality Have Same or Different Levels of Participation in Environmentally Responsible Consumption Behaviors? An Extended Abstract

The increase in the amount of environmental studies being undertaken today suggests the popularity of such studies among academic researchers, businesses and policy makers. Existing studies have mostly concentrated on studying the determinants of environmental behaviors and/or profiling green consumers (Roberts 1995, 1996; Straughan and Roberts 1999; Chan 2001; Kim and Choi 2005; Glig et al. 2005; Akehurst et al. 2012; Khare 2014). Unfortunately, such studies have mostly confined to studying only limited ERC behaviors. Also, much of the literature is concentrated in developed economies (Diamantopoulos et al. 2003), with few notable exceptions in emerging economies (e.g., Chan 2001; Khare 2015). With the increasing concern for the environment and growing consumer class in emerging economies, marketers in the green domain, are looking to tap such markets. Thus, this study concentrates on understanding the environmental behaviors of Indian consumers. Specifically, we investigate how different levels of green consumption value and frugality impact an individual’s participation in various environmental behaviors.