Business Strategy
Green Lifestyle Dimensions and Cultural Orientation of the Users of Green Products: A Conceptual Analysis

Article Details
Pub. Date : Jun' 2019
Product Name : The IUP Journal of Business Strategy
Product Type : Article
Product Code : IJBS31906
Author Name : Sunpreet Kaur Sahni and Maneet Kaur Osahan
Availability : YES
Subject/Domain : Management
Download Format : PDF Format
No. of Pages : 10



Green products can be defined as recyclable, biodegradable, less energy consuming with no trace of harmful emission, and not polluting the environment. The increase in degradation of the natural environment has led to the evolution of green products. The objective of this paper is to understand the dimensions pertaining to the lifestyle and the cultural orientation of the users of the green products with respect to the Indian consumers. There is a need to suggest a framework that links certain specific cultural dimensions with green purchase behavior along with the cultural orientation of the users of the green products in the Indian context. Therefore, it becomes imperative to comprehend the impact of the green lifestyle and cultural orientation on the purchase intention of green products. To this end, the paper examines the green lifestyle patterns and the cultural orientation of the users of green products. Further, the paper offers implications for the marketers as to how to frame their marketing and promotional strategies so as to stimulate the consumers’ willingness to buy green products.


“Green products” is a term used to describe environment-friendly and sustainable products that are not only safe for consumption, but even after consumption the remains of which are degradable without any traces of chemical. Green products have been defined in multiple ways. Sahni and Osahan (2018) posited that green products can be identified as having attributes of highly durable and recycled content (carpet tiles with recycled content fiber or backings), or rapidly-renewable materials having low emissions (straw fiber board that is formaldehyde-free). Lampo and Leong (2014) described green products as ‘environmental protection’, ‘clean and not harmful’, ‘healthy’, ‘save the earth’, ‘reduce pollution’, ‘good or significant’, ‘recycling’ and ‘saving money’.