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An Analytical Study on Consumer Behavior towards Green Products


Affiliations
1 Associate Professor, CMS-Jain deemed to be University, Bengaluru, India
2 Assistant Professor, East West Institute of Technology, India
 

The research and development department of industries are uninterruptedly working to progress products that are environment-friendly and cause fewer environmental destruction. Products which are proficient of being recycled and own healthy disposal are often labeled as green products. The manufacturing, marketing, and consumption of such products are being promoted by the government as well as non-governmental organizations. The present study aims to understand the concept of green product and consumer behavior towards it. The study also investigates the relationship of green product usage and purchase intention with demographic variables (age, gender, income and educational qualification). Primary data was collected using structured questionnaires and analyzed using descriptive statistics as well as Pearson’s chi-square test for independence. The results reveal an important insight concerning the factors that are majorly responsible for motivating as well as de-motivating consumer behavior towards green products. Environmental sustainability and personal consciousness of consumers are found to be motivating factors while unavailability and unawareness are deemed demotivating factors along with the cost of installation / usage. Consumers are intended to purchase green products irrespective of their demographics.

Keywords

Consumer Behavior, Environment, Green Consumerism, Green Marketing, Green Product.
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  • An Analytical Study on Consumer Behavior towards Green Products

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Authors

Yashashwini A.
Associate Professor, CMS-Jain deemed to be University, Bengaluru, India
Umesh Babu G.
Assistant Professor, East West Institute of Technology, India

Abstract


The research and development department of industries are uninterruptedly working to progress products that are environment-friendly and cause fewer environmental destruction. Products which are proficient of being recycled and own healthy disposal are often labeled as green products. The manufacturing, marketing, and consumption of such products are being promoted by the government as well as non-governmental organizations. The present study aims to understand the concept of green product and consumer behavior towards it. The study also investigates the relationship of green product usage and purchase intention with demographic variables (age, gender, income and educational qualification). Primary data was collected using structured questionnaires and analyzed using descriptive statistics as well as Pearson’s chi-square test for independence. The results reveal an important insight concerning the factors that are majorly responsible for motivating as well as de-motivating consumer behavior towards green products. Environmental sustainability and personal consciousness of consumers are found to be motivating factors while unavailability and unawareness are deemed demotivating factors along with the cost of installation / usage. Consumers are intended to purchase green products irrespective of their demographics.

Keywords


Consumer Behavior, Environment, Green Consumerism, Green Marketing, Green Product.

References