Dr. Khan Md Raziuddin Taufique, Asst Professor, BRAC Business School has presented an original research paper at a conference in India on 5-7 January 2017. The conference was organized by Emerging Market Conference Board (EMCB) and was hosted by Centre for Marketing in Emerging Economies (CMEE) at Indian Institute of Management (IIM) Lucknow, Noida campus. The theme of the conference was “Reaching Consumers of Emerging Markets”. The lead co-chair of the conference was Prof Naresh K. Malhotra, Regents' Professor Emeritus, Georgia Institute of Technology, USA. The plenary sessions were conducted by some of the world’s top marketing scholars including Prof. Murali K. Mantrala (editor-in-chief of Journal of Retailing), Prof. David Stewart (editor-in-chief of Journal of Public Policy & Marketing), Prof. Manjit S. Yadav (editor-in-chief of Journal of Academy of Marketing Science Review), Prof. Rajan Varadarajan (Ford Chair in Marketing), Prof. Amitava Chattopadhyay (GlaxoSmithKline Chaired Professor of Corporate Innovation at INSEAD), and many more.
The title of the research paper presented by Dr. Taufique is “Predicting Ecologically Conscious Consumer Behaviour among Indian Urban Consumers: An Exploratory Study.” Dr. Taufique is the lead author of the paper and the co-author is Dr. Sridhar Vaithianathan from Institute of Management Technology, Hyderabad, India.Their study explored the antecedents of pro-environmental consumer behavior among urban Indian consumers using the Theory of Planned Behaviour (TPB) as a guiding framework. Data for the study were collected using online questionnaire survey in three urbanized cities of India: New Delhi, Hyderabad and Kolkata. Structural equation modeling was used to test the hypothesized relationships. This exploratory study suggests that both consumers’ attitude towards environment and perceived consumer effectiveness are strong predictors of Indian urban consumers’ pro-environmental behavioural intention that significantly positively influences pro-environmental consumer behaviour. The study identifies major limitations of the study and suggests avenues for further research.