Main Article Content

Dr. Manvinder Singh Pahwa
Mredu Goyal


Sustainability, Cab Aggregators, Green Ocean, Confirmatory Factor Analysis, Purchase intension


Purpose of the study: The global buzz around sustainability is flourishing hotfooted in recent years, particularly because of its potential aptness to influence consumers’ view and, consequently, their buying choices. Sustainable transportation with effective carbon management has become first choice of contemporay consumer. This averment can be a leveraged by cab aggregators by adopting it in their marketing strategies.

A green innovative business model that strives to deliver efficiency, mobility, speed, and overall sustainability will prove as a blue ocean for cab aggregators. Based on this cogitation, the paper aims to identify and consolidate the various relevant factors affecting consumers’ green services purchase intention on cab aggregators. It also attempts to propose green ocean marketing strategy for cab aggregators.

Methodology: To achieve these objectives, the researchers have done an exhaustive review of extant literature and designed a questionnaire to capture primary data from the 663 valid respondents from the population of Jaipur City, India. The sampling method used was convinient sampling. To test the relation between constructs and confirm the research hypotheses Confirmatory Factor Analysis followed by Structural Equation Modelling was used.

Main Findings: The study identifies the main factors affecting green service purchase intentions of consumers.

Applications of this study: The study suggests practical implications for an effective green ocean marketing strategy.

Novelty/Originality of this study: The proposed model of effective green ocean marketing strategy for cab aggregators will assist marketers to design their marketing strategies effectively.


Download data is not yet available.


Metrics Loading ...
Abstract 116 | PDF Downloads 77 XML Downloads 2


Gaskin, J., & Lim, J. (2016). "Master Validity Tool" AMOS Plugin.
Cherian, J., & Jacob , J. (2012). Green Marketing: A Study of Consumers’ Attitude towards Environment Friendly Products. Asian Social Science, 8(12), 117-126. doi:10.5539/ass.v8n12p117
Datamonitor. (2013). Green Consumers in India. Retrieved from
Deepak Jaiswal, R. K. (2018, march). Green purchasing behaviour: A conceptual framework and empirical investigation of Indian consumers. Journal of Retailing and Consumer Services, 41, 60-69. Retrieved from
Eze U.C., N. N. (2013, August). Green Buyer Behavior: Evidence from Asia Consumers. Journal of Asian and African Studies, 48(4), 413-426. doi:10.1177/0021909613493602
Gadenne, D., Sharma, B., Kerr , D., & Smith, T. (2011). “The influence of consumers’environmental beliefs and attitudes on energy saving behaviour”. Energy Policy, 39(12), 7684-7694.
Greendex. (2014). Consumer choice and the environment – A Worldwide Tracking Survey. Greendex. Retrieved from
Hair, J., Jr., Black, W. C., Babin, B. J., & Anderson, R. (2010). Multivariate data analysis (7 ed.). Upper Saddle River, NJ: Prentice Hall, New York.: Pearson.
Jeevarathnam P. Govender, T. L. (2016). The influence of green marketing on consumer purchase behavior. Environmental Economics, 7(2), 77-85. doi:
Jia, F., & Krettenauer, T. (2018). Environmental Engagement and Cultural Value: Global Perspectives for Protecting the Natural World. Retrieved from
Kamonthip Maichum, S. P.-C. (2016). Application of the Extended Theory of Planned Behavior Model to Investigate Purchase Intention of Green Products among Thai Consumers. Sustainability — Open Access Journal. doi:10.3390/su8101077
Kumar , P., & Ghodeswar, B. (2015). Factors affecting consumers’ green product purchase decisions. Marketing Intelligence & Planning, 33(3), 330 - 347. doi:
Lai C.K., & Cheng, E. (2016). Green purchase behavior of undergraduate students in Hong Kong. Soc. Sci. J., 67-76.
Laroche M., B. J. (2001). Targeting consumers who are willing to pay more for environmentally friendly products. Journal of Consumer Marketing 18 (6), 503-520.
Lee, K. (2008). Opportunities for green marketing: young consumers. Marketing Intelligence and Planning, 26(6), 573-586.
Loureirro M.L., M. J. (2002). Will consumers pay a premium for eco-labeled apples? Journal of Consumer Affairs 36 (2), 203-219.
Medeiros, J. a. (2013). Market success factors of sustainable products. Independent Journal of Management and Production, 4(1), 188-207.
Morrison, H. (2011). Low carbon products in demand despite challenging economic climate. Retrieved from
Nunnally, J., & Bernstein, I. (1994). Psychometric Theory. New York: McGraw-Hill.
Peattie, K., & Belz, F. (2010). Sustainability marketing—An innovative conception of marketing. Marketing Review St. Gallon, 27(5), 8-15. Retrieved from
Pickett, B., & Ozaki, R. (2008). Pro-environmental products: marketing influence onconsumer purchase decision. Journal of Consumer Marketing, 25(5), 281-293.
Prof. M. P. Jaiswal, P. P. (2016). Draft Policy Recommendations for Application Based Cab Aggregators (ABCA) in India. Management development institute, Gurgaon. Retrieved from
S.M. Fatah Uddin, M. N. (2016, december). Green Purchasing Behaviour of Young Indian Consumers: An Exploratory Study. Global Business Review, 17(6). doi:
Sandstrom, S., Edvardsson, B., & Kristensson, P. (2008). Value in use through service experience. Managing Service Quality, 18(2), 112-26. doi:10.1108/09604520810859184
Wang, S.-T. (2014). Consumer characteristics and social influence factors on green purchasing intentions. Marketing Intelligence and Planning, 32(7), 738-753. doi:
WHO. (2 May 2018). Global Air Pollution Database.
Yadav, R., & Pathak,, G. (2016). Young consumers' intention towards buying green productsin a developing nation: extending the theory of planned behavior. J. Clean. Prod, 732-739.
Yatish Joshi, Z. R. (2015, dec). Factors Affecting Green Purchase Behaviour and Future Research Directions. International Strategic Management Review, 3(1-2), 128-143. Retrieved from
Yixiu, Y., Xu, L., & Tun-Min, J. (2017). The impact of green experience on customer satisfaction: evidence from TripAdvisor.  International Journal of Contemporary Hospitality Management, 29(5), 1340-1361. doi:10.1108/IJCHM-07-2015-0371
Young W., H. K. (2010). Sustainable consumption: Green consumer behaviour when purchasing products. Sustainable Development, 18 (1) (2010), pp. 20-31, 18(1), 20-31.