Predicting Ecologically Conscious Consumer Behavior the Role of Norms in Consumer Purchase Intention

Abstract

The problems caused by environmental damages show severe effects on human health. Consumers are now more concerned about purchasing environmentally friendly products in order to protect the environment. Environmentally conscious managers are more likely to contribute towards managing of goods and services that are environmentally friendly. In this study we study the environmental inclination of supply chain managers. This study investigates the factors contributing to ecologically conscious consumer behavior (ECCI) of supply chain managers in building more sustainable supply chains in a developing country perspective. A research model is developed stating that subjective norms, personal norms, and ECCI are responsible in influencing ecologically conscious consumer behavior (ECCB) of employee while doing domestic purchase. We also hypothesize that the product price moderates the relationship between ECCI and ECCB. In order to test this model, four hypotheses are formulated. Results from a survey of 195 Pakistani managers confirms our model.