Abhigyan

Open Access Open Access  Restricted Access Subscription Access
Open Access Open Access Open Access  Restricted Access Restricted Access Subscription Access

Green Consumerism: Consumer Purchase Intention and Behavior towards Green Products in FMCG Sector


Affiliations
1 Research Scholar, Amrita School of Business, Amrita Vishwa Vidyapeetham, Coimbatore, Tamil Nadu, India
2 Associate Professor, Amrita School of Business, Amrita Vishwa Vidyapeetham, Coimbatore, Tamil Nadu, India
     

   Subscribe/Renew Journal


This research study focuses on green consumerism that looks at consumer's behavior and purchase behavior of green products. With the increasing global concern to protect the environment, “Turning Green” is becoming a new mantra of success in any business. On the other side, green consumerism is also now becoming a trend where consumers are more concerned about their environment and surroundings and are looking for products that are environment friendly and do not bring any harm to the society so companies are also doing their best in adopting green production process. This research paper aims to study consumer's purchase behavior towards eco-friendly products in FMCG sector by using various demographic variables and also to find out if there is any gender influence in their purchase of green products. With the support of various literature, some of the factors that influence the purchase behavior are environment consciousness, ecolabels and packaging, gender-based attitude & perceived product quality.



Keywords

Green Consumerism, Green Marketing, Green Products, Consumers Attitude, Purchase Behavior, Purchase Intention.
User
Subscription Login to verify subscription
Notifications
Font Size

  • Aaker, D.A. (1991). Managing brand equity: Capitalizing on the value of a brand name. The Free Press.

  • Ansar, N. (2013). Impact of green marketing on consumer purchase intention. Mediterranean Journal of Social Sciences (online), 4(11), 650-655.

  • Boztepe, A. (2012). Green marketing and its impact on consumer buying behaviour. European Journal of Economic & Political Studies, 5(1), 5-21.

  • Chernatony De, Leslie., & Riley, F. Dall'Olmo. (1998). Modelling the components of the brand. European Journal of Marketing, 32(11/12), 1074-109.

  • Davis, J. J. (1992). Ethics and environmental marketing. Journal of Business Ethics, 11, 81-87.

  • Elkington, John (June 25, 2018). 25 Years Ago I Coined the Phrase "Triple Bottom Line. Here's Why It's Time to Rethink It. Harvard Business Review.

  • Eriksson, C. (2002). Can green consumerism replace environmental regulation? —A differentiatedproducts example. Resource and Energy Economics, 26 (3), 281-293.

  • Gujral, Kavita.(2018). Green marketing FMCG products. Academia. http://www.academia.edu/3705206/Green_Marketing_FMCG_products Hackett, P. M. W. (1993). Consumer's environmental concern values: Understanding the structure of contemporary green world views. Proceedings of the European Advances in Consumer Research, 1, 416-427.

  • Jenny van Doorn, Peter C. Verhoef. (2011). Willingness to pay for organic products: Differences between virtue and vice foods. International Journal of Research in Marketing, 28(3), 167-180.

  • Keller, G. M. (1987). Industry and the environment: Toward a new philosophy. Vital Speeches, 54 (5), 154-157.

  • Keller, K.L. (1993). Conceptualizing, measuring, and managing customer-based brand equity. Journal of Marketing, 57, 1-22.

  • Moser, A.K. (2015). Thinking green, buying green? drivers of pro-environmental purchasing behavior. Journal of Consumer Marketing, 32, 167-175.

  • Nielsen. (2015, October 12). Consumer goods brand that demonstrate commitment to sustainability outperform those that don't. PPRNewswire prnewswire.com/news-releases/consumer-goodsbrandsthat-demonstrate-commitment-to-sustainability-outperform-those-that-dont-3001 57905.html

  • Polonsky, M. J. (1994). An introduction to green marketing. Electronic Green Journal, 2. 10.5070/G31210177

  • Premapriya, M. & Velaudham, C. & P., Baskar. (2016). Nature of family influenced by consumer buying behavior: Multiple group analysis approach. Asian Journal of Research in Social Sciences and Humanities, 6(1), 908-915.

  • Sawant, R., (2015). A study on awareness and demand patterns amongst consumers w.r.t green products. Journal of Marketing and Technology (online), 5(1), 136-148.

  • Shearer, J.W. (1990). Business and the new environmental imperative. Business Quarterly, 54, 48-52.

  • Stern, N.Z. and Ander, W.N. (2008). Greentailing and other revolutions in retail: Hot ideas that are grabbing customers' attention and raising profits. John Wiley & Sons.

  • Suchard, H.T. and Polonski, M.J. (1991). A theory of environmental buyer behaviour and its validity: The environmental action-behaviour model. In: Gilly, M.C., et al., Eds., AMA Summer Educators' Conference Proceedings, American Marketing Association, Chicago, 187-201.


Abstract Views: 155

PDF Views: 0




  • Green Consumerism: Consumer Purchase Intention and Behavior towards Green Products in FMCG Sector

Abstract Views: 155  |  PDF Views: 0

Authors

S. Kaviya
Research Scholar, Amrita School of Business, Amrita Vishwa Vidyapeetham, Coimbatore, Tamil Nadu, India
R. G. Priyadarshini
Associate Professor, Amrita School of Business, Amrita Vishwa Vidyapeetham, Coimbatore, Tamil Nadu, India

Abstract


This research study focuses on green consumerism that looks at consumer's behavior and purchase behavior of green products. With the increasing global concern to protect the environment, “Turning Green” is becoming a new mantra of success in any business. On the other side, green consumerism is also now becoming a trend where consumers are more concerned about their environment and surroundings and are looking for products that are environment friendly and do not bring any harm to the society so companies are also doing their best in adopting green production process. This research paper aims to study consumer's purchase behavior towards eco-friendly products in FMCG sector by using various demographic variables and also to find out if there is any gender influence in their purchase of green products. With the support of various literature, some of the factors that influence the purchase behavior are environment consciousness, ecolabels and packaging, gender-based attitude & perceived product quality.



Keywords


Green Consumerism, Green Marketing, Green Products, Consumers Attitude, Purchase Behavior, Purchase Intention.

References