How Green Consumption Value Affects Green Consumer Behaviour: The Mediating Role of Consumer Attitudes Towards Sustainable Food Logistics Practices

Abstract

The aim of the study is to identify the green consumption values and production patterns and understand how they impact consumer behaviour and purchase intention of green consumers, in particular, the environment-conscious youth in the city of Bangalore. The focus of the study is on the pre-purchase sustainable logistics of food products and how they impact behaviour and attitudes of green consumers. The theory of planned behaviour and social cognitive theory form the theoretical base for the current research. An online survey was conducted among 284 participants in and around the scope area. Confirmatory factor analysis and structural equation modelling were used to test the hypotheses. The results showed that green consumption values and consumer attitudes towards sustainable food logistics either directly or indirectly influence green purchase intention and environmentally conscious behaviour towards food products. The main contribution of this study is the identification of new multidimensional constructs which can be used to measure green consumer attitude in terms of sustainable food logistics practices in the Indian context. These findings will empower managers and future researchers to understand how sustainable food logistics practices can create green consumer attitudes. They will also assist food production companies to identify possible opportunities, developments and other benefits they can derive from following sustainable food logistics practices.