Consumers’ Willingness to Be Environmental Friendly (CWEF) – Does Alhassan's Model Apply to CWEF of the Youths of the Cities of Assam?

Abstract

Considering the empirical evidence and model generated by the Alhassan’s G. Abdul-Muhmin for explanation of consumer willingness to be environment friendly, the present study attempts to describe the environmental friendly behavior of youth consumers of urban Assam. The study further testifies the environmental concern and perceived psychological consequences of environmentally friendly behaviour of youth consumers as the key determinants of willingness. Additionally, the study has tested the environmental knowledge as determinant of willingness to be environmental friendly in the context of educated youth of Assam. Hypothesize antecedents included in the Alhassan’s model was tested by using Regression and other relevant statistical tools on the data collected from a sample of 250 young educated consumers of two large towns of two the river valleys of Assam. The study found that the model of Alhassan for assessing the Consumers Willingness to be Environmentally Friendly need modification to apply in the context of the consumers in Assam.

Keywords: Consumer Willingness, Environmental Friendly, Alhassan’s Model, Assam