Кафедра глобальної економіки

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Перегляд Кафедра глобальної економіки за Автор "Бабу, Симран"

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    Contextualizing attitude-intention-behaviour triad with green marketing & sustainable practices: an ISM approach
    (Університет імені Альфреда Нобеля, 2025) Бабу, Симран; Саху, Сародж Кумар; Задоя, Олександр Анатолійович
    Purpose: Although the relationship between behavioural intention and certain behaviour is a widely proven fact, the context in which this relationship develops has yet to be explored. Therefore, this study aims to examine the contextual relationship between green purchase behaviour and green purchase intention, customers’ attitudes towards green shopping, customers’ culture, customers’ awareness of sustainable practices, perceived risk, and socio-demographic factors. Research methodology & design: This study followed a qualitative approach, where the contextual relationships of the above-mentioned factors were studied with the ISM (Interpretive Structural Modelling) technique. An extensive literature review and opinions of some experts enabled the authors to establish the contextual relationships among the identified variables/elements. Findings: The major findings indicate that green purchase behaviour is driven by the other aforementioned elements including the green purchase intention and attitude. The socio-demographic variables carry highest driving power, suggesting that these variables form the ground for abovementioned intention and behaviour. Originality: The new structural model based on contextual relationships makes a significant contribution to the existing theories and concepts related to the attitude-intention-behaviours triad. Practical & social implications: A clear understanding of the aforementioned triadic relationship can provide innovative pathways for marketing strategies, with maximum consideration for the economy and society at large. The newly developed model also provides strategic inputs to the public planners for sustainable practices in the society. Limitations & Implications: Empirical testing of the model with psychometric properties can provide wider applicability of this study.