What is it about?
The purpose of this study is to examine the functional relationships among terminal and instrumental values, environmental consciousness and behavioral intentions for green products in India in light of the value–attitude–behavior framework.
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Why is it important?
The paper is the first attempt of its kind to explore the relationships among two distinct forms of values that are the foundation of human values, namely, terminal and instrumental values, and their effect on environmental consciousness and behavioral intentions for green products in the Indian market.
Perspectives
The paper is unique in understanding factors contributing to green marketing beyond consumer values and differs from previous research in specifying the significance of human values.
Dr. Pradeep Kautish
Department of Marketing, Institute of Management, Nirma University, Ahmedabad, Gujarat, India
Read the Original
This page is a summary of: Study on relationships among terminal and instrumental values, environmental consciousness and behavioral intentions for green products, Journal of Indian Business Research, October 2018, Emerald,
DOI: 10.1108/jibr-01-2018-0013.
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