Objectives of the Study
The article focuses on the change of companies from producing products that would harm the environment to shifting attention to the production of consumer products that positively impact the conservation of the environment. The research admits that for green consumption to be a new norm in the consumer industry, green consumerism needs to improve, which should be a driving factor in determining an individual’s buying behavior. The research seeks to understand the relationship between self-concept and Green Purchase Intention (GPI) by collecting data from a sample size that would fill a survey and provide insights in regards to how these two concepts relate (Sharma, Saha, Sreedharan & Paul, 2020). The findings highlight a relationship between green self-concept, green purchasing intentions, product self-concept, green purchasing intentions, and green self-identity (Sharma, Saha, Sreedharan & Paul, 2020). It then proves the hypothesis that the green self-identity would significantly contribute to understanding green consumer behavior.
Design, Method, and Procedures Were Used To Conduct the Study
The design method and procedures used in research guarantee that the findings are not biased, considering that they need to be given enough attention towards producing data that can be analyzed to draw reliable findings. In the research, the design applied is the mixed research design which incorporates the use of qualitative and quantitative research methods. The quantitative aspect of the research is seen through how the research analyzes the data collected from the questionnaires and surveys (Sharma, Saha, Sreedharan & Paul, 2020). Data collection was from a sample of 717, where 339 were female, and the remaining 378 were male (Sharma, Saha, Sreedharan & Paul, 2020). The data was collected through surveys and questionnaires that would apply quantitative research methods to analyze the data and draw reliable and relevant findings from the data.
Who were the participants in the study, and how many were there?
The participants of the research 339 were female, and the remaining 378 were male, which meant that the gender representation was 52% for men and 48% for women (Sharma, Saha, Sreedharan & Paul, 2020). Overall, the research also opted for a high population for the samples which were part of the research and were of the ages of between 18 to 23, and the following was between 24 to 29, which also meant that the higher population was young people (Sharma, Saha, Sreedharan & Paul, 2020). The other population was of older adults who were younger, but the number of people who would be of 42 years and above was also a significant population of 105 samples. As such, the education levels of these individuals were post-graduation and graduation. It also meant that a lower population was working considering the higher population of young people.
Results and Conclusion of the Study
The results of the study indicate a significant need for research, considering that the world is shifting its attention toward creating sustainable practices. The research on how the attention of consumers can be shifted towards improving green self-identity (GSI) and the green purchase intention (GPI) of consumers (Sharma, Saha, Sreedharan & Paul, 2020). The research results also highlight that there is a green self-identity from the consumers, which proves that there is a relationship between green purchase intention (GPI) and green self-identity, which could be a reason the consumer market could shift to becoming a green consuming market. It also indicates that the future is promising for people who are becoming more conscious of green consumption, which will improve the planet’s welfare and make it more inhabitable for future generations when there is a significant damage reduction.
Reflection
The information that I consider important is that there is a better future for the planet where people understand the importance of green consumption and how it would play a crucial role in avoiding irreversible impacts. The research collected the data from a high sample size which meant that the researchers would collect information from people of different generations (Sharma, Saha, Sreedharan & Paul, 2020). Additionally, the young people were a higher percentage of the sample size, which showed that they would make decisions in the future concerning the issues that the world has been facing with companies that negatively impact the environment. Such information has validated that the future is promising with a generation of people with higher green purchase intention (GPI).
References
Sharma, N., Saha, R., Sreedharan, V., & Paul, J. (2020). Relating the role of green self‐concepts and identity on green purchasing behaviour: An empirical analysis. Business Strategy And The Environment, 29(8), 3203-3219. doi: 10.1002/bse.2567
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