Table Of ContentGREEN CONSUMERISM
Perspectives, Sustainability,
and Behavior
GREEN CONSUMERISM
Perspectives, Sustainability,
and Behavior
Edited by
Ruchika Singh Malyan
Punita Duhan
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Library and Archives Canada Cataloguing in Publication
Green consumerism : perspectives, sustainability, and behavior / edited by Ruchika Singh Malyan,
Punita Duhan.
Includes bibliographical references and index.
Issued in print and electronic formats.
ISBN 978-1-77188-694-9 (hardcover).--ISBN 978-1-351-13804-8 (PDF)
1. Green marketing. 2. Consumption (Economics)--Environmental aspects. 3. Environmental responsibility.
I. Malyan, Ruchika Singh, editor II. Duhan, Punita, 1973-, editor
HF5413.G74 2018 658.8’02 C2018-904551-5 C2018-904552-3
Library of Congress Cataloging-in-Publication Data
Names: Malyan, Ruchika Singh, editor. | Duhan, Punita, 1973- editor.
Title: Green consumerism : perspectives, sustainability, and behavior /
editors, Ruchika Singh Malyan, Punita Duhan.
Description: Toronto ; New Jersey : Apple Academic Press, 2019. | Includes
bibliographical references and index.
Identifiers: LCCN 2018036403 (print) | LCCN 2018038652 (ebook) | ISBN 9781351138048 (ebook) |
ISBN 9781771886949 (hardcover : alk. paper)
Subjects: LCSH: Green marketing. | Green products. | Consumer behavior--Environmental aspects. |
Environmentalism--Economic aspects.
Classification: LCC HF5413 (ebook) | LCC HF5413 .G7254 2019 (print) | DDC 658.8/02--dc23
LC record available at https://lccn.loc.gov/2018036403
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ABOUT THE EDITORS
Ruchika Singh Malyan, MBA
Ruchika Singh Malyan is a faculty of Business Administration at Meera
Bai Institute of Technology operational under Department of Training and
Technical Education, Govt. of NCT of Delhi for the past 6 years and currently
pursuing research in Green Marketing from Mewar University, Rajasthan,
India. Her research interests include Sustainable Development, Ecological
Marketing, Green Consumer Behaviour, Advertising management, and
Corporate Social Responsibility. Prior to this, she has worked as Assistant
Manager - Marketing Communications and has a wide array of experience
in the field of advertising and marketing communication. She has attended
various National and International Seminars and Conferences as she has
always been a keen learner of new concepts and techniques. She has published
research papers with prestigious national and international publishers
like Science Direct, Elsevier, etc. She has also presented research papers
in international conferences organized by prestigious instititutes in India
including Indian Institute of Management (Lucknow), Bhati Vidyapeeth
Institute of Management and Research (New Delhi) and Banaras Hindu
University, Varanasi. She has been a committee member for curriculam
and content development for National Institute of Open Schooling and has
attended various training programs and workshops apart from organising
few national and international seminars.
Punita Duhan, MBA
Punita Duhan is a faculty in Business Administration with Department of
Training and Technical Education, Government of National Capital Terri-
tory of Delhi for the last 18 years and currently pursuing research in Social
Media from Institute of Management Studies, Banaras Hindu University,
Varanasi. Her research interests include Consumer Behavior, Behavioral
Marketing, Social and Digital Technologies, Green Marketing, Digital
Marketing, e-commerce, and m-commerce. Prior to this, she has worked as
Faculty of Management with University Business School, Punjab University,
Chandigarh and Institute of Management and Technology, Faridabad. She
has attended more than 35 national as well as international seminars/confer-
ences and has presented papers in more than 25 national and international
vi About the Editors
seminars and conferences. She has published more than 12 research papers
with prestigious national and international publishers such as Sage, Palgrave,
Springer, IGI global, Bloomsbury, etc. She has published two edited books
titled “Managing Public Relations and Brand Image through Social Media”
and “Radical Reorganization of Existing Work Structures through Digitali-
zation” with IGI Global. One more book titled “M-commerce: Experiencing
the phygital Retail” is being published by Apple Academic Press, Taylor &
Francis Group. She is also on editorial board of peer reviewed prestigious
journals. Besides, she has been actively involved in curriculum develop-
ment and e-content development of various universities, National Institute
of open schooling, Central Board of Secondary Education and Technical
Education Departments of Delhi and Haryana state in management area.
She has attended more than 30 training programs and workshops and has
organized around 10 seminars/conferences/workshops.
CONTENTS
List of Contributors .......................................................................................xi
List of Reviewers .........................................................................................xiii
List of Abbreviations .....................................................................................xv
Acknowledgment ..........................................................................................xix
Foreword ......................................................................................................xxi
Preface ......................................................................................................xxiii
Introduction ................................................................................................xxix
PART I: Green Marketing Practices: Different Perspectives ................1
1. Green Marketing: The Next Marketing Revolution ........................3
Anitha Acharya and Manish Gupta
2. Green Pricing: The Journey Until Now and the Road Ahead ......21
Anjali Karol and C. Mashood
3. Green Consumerism: Study of Academic Publications in
Scientific Journals Indexed in the Web of Science and Scopus .....41
J. Álvarez-García, C. P. Maldonado-Erazo, and M. C. Del Río-Rama
4. Green Consumer Behavior ..............................................................67
Kulvinder Kaur Batth
5. Green Practices for Green(er) Living: The Road Ahead ..............83
George Varghese and Lakshmi Viswanathan
6. Determinants of Consumer Purchase Intention for
Solar Products in Varanasi City ......................................................99
Om Jee Gupta and Anurag Singh
7. Environmentally Conscious Consumer Behavior and Green
Marketing: An Analytical Study of the Indian Market ...............119
Pradeep Kautish
8. Empirically Examining Green Brand Associations to Gain
Green Competitive Advantage through Green Purchasing
Intentions .........................................................................................143
Nitika Sharma and Madan Lal
viii Contents
PART II: Sustainability Aspects of Green Marketing .......................159
9. Sustainable Green Marketing: A Trend of Consumerism ...........161
Harsh Tullani and Richa Dahiya
10. Analyzing Long-Term Benefits in the Face of Higher
Upfront Costs for Green Affordable Housing: A Study of
Ghaziabad, UP (India) ....................................................................185
Siddharth Jain, Prateek Gupta, and Deepa
11. Innovation in Green Practices: A Tool for Environment
Sustainability and Competitive Advantage ..................................209
Nomita Sharma
12. Communicating Sustainability and Green Marketing:
An Emotional Appeal .....................................................................229
Moturu Venkata Rajasekhar, Krishnaveer Abhishek Challa,
Dharmavaram Vijaylakshmi, and Nittala Rajyalakshmi
PART III: Ecological Dimensions of Green Consumer Behavior ......259
13. Eco-Awareness: Imbibing Environmental Values in
Consumers .......................................................................................261
Anjali Karol and C. Mashood
14. Environmental Marketing and Education ...................................285
Kunal Sinha and S. N. Sahdeo
15. Going Green: Toward Organic Farming and a Plastic-
Free Eco-Friendly Lifestyle ...........................................................305
Sumit Roy
16. Effective Utilization of Renewable Biomaterials for the
Production of Bioethanol as Clean Biofuel: A Concept
Toward the Development of Sustainable Green Biorefinery ......335
Geetika Gupta, Pinaki Dey, and Sandeep Kaur Saggi
Index ........................................................................................................365
To my parents, Dr. P. S. Nayyer and Kalpana Kumari Nayyer, for
always supporting me in my endeavors.
– Ruchika Singh Malyan
To my son, Siddharth Bamel, who has always shown maturity
beyond his age.
– Punita Duhan
