MATERIALISM AND GREEN PURCHASE BEHAVIOUR: RELATIONSHIP ANALYSIS
Keywords:
Materialism, Green Purchase Behaviour, Green Consumption, Sustainable Consumption, Green MaterialismAbstract
The reports of Global Environment Survey have shown that people are shifting their focus towards purchase and use of eco-friendly or green products. There is a shift in the paradigm of consumption. This paper attempts to analyze if this shift will have same impact on people who are materialistic in behaviour. Materialism has always been looked upon as dark and against humanism. It has been negatively related to bionetwork in specific and well being in general. Green materialism, a term recently coined, appears to reflect the buoyant side of covetous desires. The topic has attracted much attention and interest from economists, sociologists and psychologists. This paper explores the relationship between materialism and green purchase behaviour. The principal objective of this paper is to understand the compatibility of two concepts i.e. ‘green purchase behaviour and materialism’ by exploring the eco friendly purchase behaviour of individuals with materialistic bent. With ever up surging information rights, there is increasing conscientiousness about conservation in consumers today. The results show that there is positive relationship between materialism and green purchase behaviour. The paper shows the analysis of materialism and green purchase behaviour across different age groups and gender. This provides a new edge to marketers as they can draw on this impel of sustainability. The findings would satisfy the gap in research to work up policies for green marketing and facilitate marketers to buckle up and devise more strategies to advance green purchase and consumption.
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