Original title: Environmental concern as a mediator of sustainable purchase intention among urban consumers in India
Researchers surveyed 392 urban consumers in India who were concerned about the environment. They asked how green brands, eco-friendly packaging, social media engagement, and belief in one’s own impact relate to plans to buy sustainable products. They also tested whether environmental concern helps explain those links. Belief that one’s choices can make a difference was the strongest predictor of buying intention, while environmental concern did not explain the link between that belief and intention.
Imagine choosing what to buy at a grocery store. You may care about waste, but it can still be hard to know whether your own choices make any difference. In this paper, believing your choices matter matches that sense of personal impact, while planning to buy sustainable products matches choosing what to put in your basket; concern alone does not explain the link between the two.
Marketers and policymakers trying to encourage sustainable buying may need to show consumers that their choices can have an effect, not just appeal to concern for the environment. The study also finds that environmental concern does not explain the link between perceived effectiveness and purchase intention.
The abstract describes a questionnaire study of 392 environmentally concerned urban consumers in metropolitan India, selected through purposive sampling. It does not establish that the findings apply to other groups or settings, or that the measured factors cause purchase intentions. It reports intentions, not actual purchases.
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Environmental concern as a mediator of sustainable purchase intention among urban consumers in India — Satish Kumar, Anuradha Yadav, Manoj Kumar et al. — Discover Sustainability — doi:10.1007/s43621-026-04550-6
Abstract licence: CC BY
Explanation generated by Synthesis from the abstract — it is not the original paper.