Exploring the factors that lead to a positive behavior in Indian consumers purchasing a sustainable-fuel efficient two wheeler

Abstract

Purpose: INDIA ranked 177th out of 180 countries as per 2018 Environmental Performance Index depicting it one of the most polluted country in the world (The Hindu 2018). Recent research on environmental sustainability suggests that firms' engagement in green values, adoption of a proactive approach to climate change, and emphasis on sustainability are all driven by the need for a long-term competitive advantage. Research approach: This research explores the attitude of the Indian consumers towards sustainability and its affect on their decision making when purchasing a two wheeler. Three hypotheses were proposed to identify the association between certain attitude related variables and intention of buying a two wheeler. The data collected was analyzed through factor analysis using IBM SPSS 20. Findings: The results indicated an association between intentions of buying a fuel efficient two wheeler and attitude, perspective towards climate and willingness to change lifestyle. The study also revealed that three types of consumer segments exist. Firstly, the a ffect of attitude towards sustainability as a determinant of the purchase intention of a two wheeler. Of these three segments, two have a positive attitude towards sustainability and can be categorized as “Wannabe Sustainable” and “Active sustainable” who are aware of the ill-effects of using nonrenewable fuel based two wheelers and acknowledge the role of government and self. However, third segment turns out to be “sustainable ignorers” or “Indulgers”. Research Implications: Implications for marketers to concentrate on Indian consumers and more particularly the younger population for developing sustainability attitude and design a suitable strategy for marketing and product development in the two wheelers market. Originality/Value: The study attempts to ascertain an insight into socially responsible purchase behavior of Indian consumers. It also presents a scope for future studies on consumer social responsibility in rural consumers of India.