Understanding Green Consumption From a Psycho-Social Perspective

Introduction

Environmental problem is associated with consumer’s consumption behaviour. Consumer’s food choice, day to day use and dispose strongly affect the environment. Globalisation has brought a radical change in people’s food habits and choices. There is widespread evidence that people’s unsustainable practices are the primary causes of global environmental crisis. The scientific research on environmental issues suggest on changing people’s unsustainable practices, improving environmental awareness and increasing conservation. Considering the overwhelming magnitude of environmental crisis the research and projects recommend us various approach and methods to be adopted to change human behaviour towards sustainability.

The 21^st century business landscape has shifted towards green marketing where generating demand for green products and maximising profit from eco-friendly products have become the prime focus (Bonini and Oppenheim, 2008; Jaiswal & Singh, 2018). This deliberate strategy is not only for economic benefit but also for the welfare of the society. In order to save the future generation, a substantial group of business organisations are turning to green production. One of the marketing strategies is to create consumer habit of using green products. The shopping complexes are seen to have ‘organic’ tagged products in addition to conventional regular goods. Although the price of organic products is slightly higher than the conventional products, the consumers are more interested in buying organic products which reflects a growing awareness among the consumers.

National Geography and Globes has conducted a survey (2014) to measure consumers’ awareness towards sustainability. Consumers’ food purchase habits and preferences for organic products were two important indicators of this measure. In Greendex, India came in the first position with 61.4 score out of total 18 countries. The developed countries such as America, Germany, United Kingdom, Canada, China, France and Russia were also included in the list. The position of Canada was at the second last and America was given 44.6. The Greendex score of Australia was 50.4 putting it in the 13^th place for sustainability. The position of developed countries is surprisingly at the lower level of the lists. The primary reason of this fact is that their excessive inclination toward eating meat. As per the Environmental Working Group’s database, meat production and shipping is generating considerably larger amount of carbon footprint than vegetables, fruits or legumes.

However, another recent survey based on the country’s ability in reducing carbon emission and innovation in green sectors was conducted recently by MIT Technology Review Insights (2023). India came down from 42 to the rank of 50 in Green Future Index (out of 76 countries). So it appears that the green consumption index does not remain same. Now, we need to investigate what is the reason for this instability? Green consumption refers to people’s informed decisions on three aspects: purchase, use or dispose of products. The question arises as to whether they are concerned about the impact of their own behaviour on the environment and if so how much of this is reflected through behaviour? Researchers argue that environmental problems stem from our values, attitudes and beliefs prevalent in society.

Motivating people towards proenvironmental behaviour is inevitable for sustainable development. In this study the authors examines the key factors underlying the tendency of green consumption. What motivates people in eco- friendly behaviour? Inspiring from various scientific environmental studies the authors present the methods and approaches to be adopted to increase pro environmental behaviour. The present paper addresses the fundamental issues related to green consumptions by conducting a qualitative exploration of consumers’ experiences in this regard. It is found that people’s food choices are influenced by their social, moral and cultural identities and socio economic structure of the society.

The existing literature supports that all our environmental problems have a psychological origin. Attitude, moral consistency, perceived responsibility and person’s beliefs are associated with green consumption intention.