Impediments to Adoption of Green Products: An ISM Analysis |
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Authors: | Vishnu Nath Rupesh Kumar Aditya Gautam Vinay Sharma |
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Affiliation: | 1. Uttarakhand Technical University Dehradun, Dehradun, Uttarakhand, India;2. Indian Institute of Technology Roorkee, Roorkee, Uttarakhand, India;3. Omkarananda Institute of Management and Technology Rishikesh, Rishikesh, Uttarakhand, India |
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Abstract: | During the last decades of the twentieth century, industry and business leaders have recognized the importance of incorporating environmental sustainability in their business practices. This has resulted in emergence of new concepts such as green marketing and green consumerism. Over the years, various studies have explored the concept of green consumer behavior and have listed out factors that work as either barriers or enablers to consumer adoption of environmentally sustainable products. The present study identifies such barriers from the available body of literature and tries to construct a model using ISM (Interpretive Structural Modeling) to show how these different barriers interact and affect the consumer decision making regarding green products. |
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Keywords: | green marketing sustainability green consumerism environmentalism interpretive structural modeling environmental strategy |
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