How Consumers Differently Perceive about Green Market Environments: Across Different Consumer Groups in Green Attitude-behaviour Dimension

Abstract

Consumers differ with respect to the level of green attitudes and green purchase behavious and different consumer would have different perceptions on green market environment. This study attempted to explain how consumers perceive green market environment differently across different consumer groups in attitudebehaviour dimension in green consumption. After identifying the four consumer groups based on their attitude toward green purchase and green purchase behaviours, a multinomial logistic analysis and a stepwise discriminant analysis were conducted. This study found that reliability in green market was the most critical factor that contributes to enlarge positive green consumers. Also, the role of reference persons and adequate price of green products were also found to be important to stimulate green buying. By understanding the different role of those factors in each group of consumers, this study provided group-specific implications to expand green consumers.