Does Knowledge Translate into Action? Impact of Perceived Environmental Knowledge on Ecologically Conscious Consumer Behavior

In recent years, researchers have devoted considerable attention towards understanding how people perceive green/eco-friendly products and their behavioral patterns. In fact, millennials are more concerned with issues like global warming and environmental issues and are increasingly taking into account the impact of their product choices on environment. The present study aims to address whether perceived environmental knowledge translates into action and the role of price fairness and environmental concern between Perceived Environmental Knowledge and Ecologically Conscious Consumer Behavior. Data for that study were obtained through self-administered questionnaire from business school students (192 responses). Partial Least Square Structural Equation Modeling (PLS-SEM) approach was employed to analyze the data. The findings revealed that consumer with high and average environmental concern has increased level of Ecologically Conscious Consumer Behavior compared to consumer with low level of environmental concern. Hence, our study provides critical insights for action to policymakers and corporates for designing their communication strategies for succeeding in the indigenous Indian context.