In recent years, researchers have devotedconsiderable attention towards understanding how people perceivegreen/eco-friendly products and their behavioral patterns. In fact, millennialsare more concerned with issues like global warming and environmental issues andare increasingly taking into account the impact of their product choices onenvironment. The present study aims to address whether perceived environmentalknowledge translates into action and the role of price fairness andenvironmental concern between Perceived Environmental Knowledge and EcologicallyConscious Consumer Behavior. Data for that study were obtained throughself-administered questionnaire from business school students (192 responses).Partial Least Square Structural Equation Modeling (PLS-SEM) approach wasemployed to analyze the data. The findings revealed that consumer with high andaverage environmental concern has increased level of Ecologically ConsciousConsumer Behavior compared to consumer with low level of environmental concern.Hence, our study provides critical insights for action to policymakers andcorporates for designing their communication strategies for succeeding in theindigenous Indian context.
展开▼
