Pan-generation investigation of sustainability factors in conjunction with personality aspects influencing consumer's perception towards sustainable marketing
- Title
- Pan-generation investigation of sustainability factors in conjunction with personality aspects influencing consumer's perception towards sustainable marketing
- Creator
- Singh S.; Suresh A.S.; Sharma V.
- Description
- Sustainability has become the goal of governments and organizations worldwide since the 2030 agenda of the United Nations was declared. The large number of products has emerged in the market that claims to be green and sustainable or promise to serve a social cause. Even though numerous studies that claim consumers are increasingly conscious of their choices and consumption behaviour there has been a marked gap between this awareness and the actual behaviour exhibited. In a quest to comprehend the curious gap between the attitude and behaviour of consumers, several studies have endeavored to find a plausible explanation. Marketing specialists have come up with several strategies in order to make sustainable marketing a success but inexplicably still fail to do so. This study proposes a conceptual framework that comprehensively explains the impact of external and internal drivers for a consumer's perception of products that claim to be sustainable in nature, which may eventually explain the attitude-behaviour gap. This has been constructed using well-established consumer behaviour and personality theories. Sample size was calculated using proportion to population method and was derived as 270. Judgment and convenience sampling were used to collect the data through a structured questionnaire. The study uncovered that age influences the attitudes of consumers and both Gen X (cohort born between 1965-79) and Y (cohort born between 1980-96) bear positive attitudes towards sustainable marketing. Pricing had a major influence as well, buyers who ranked high on the 'Conventional' and 'Realistic' interests of the RIASEC personality model had a more positive perception. 2021 Ecological Society of India. All rights reserved.
- Source
- Indian Journal of Ecology, Vol-48, pp. 34-39.
- Date
- 2021-01-01
- Publisher
- Ecological Society of India
- Subject
- Consumer attitude; Consumer perception; Generation X and Y; Green; Personality; Social; Sustainable marketing
- Coverage
- Singh S., CHRIST (Deemed to be University), Delhi NCR, 201 003, India; Suresh A.S., CHRIST (Deemed to be University), Delhi NCR, 201 003, India; Sharma V., CHRIST (Deemed to be University), Delhi NCR, 201 003, India
- Rights
- Restricted Access
- Relation
- ISSN: 3045250
- Format
- Online
- Language
- English
- Type
- Article
Collection
Citation
Singh S.; Suresh A.S.; Sharma V., “Pan-generation investigation of sustainability factors in conjunction with personality aspects influencing consumer's perception towards sustainable marketing,” CHRIST (Deemed To Be University) Institutional Repository, accessed February 25, 2025, https://archives.christuniversity.in/items/show/15676.