International Journal of Marketing and Business Communication

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A Study on Green Buying Behaviour Towards FMCG:An Application of Bayesian Probabilistic Network


Affiliations
1 Indian Institute of Social Welfare & Business Management, Kolkata, West Bengal, India
     

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The present study has been undertaken to understand the perception and attitude of the green consumer towards FMCG products. A structure questionnaire is developed on the basis of 21 environmental parameters and 308 respondents are surveyed. Principal component analysis and multiple regression analysis have been used to investigate the most substantial factors and their influencing level on green consumer's buying behaviour and Bayesian probabilistic network is applied to frame a model for the FMCG marketers to implement policy on the basis of different scenario and causal analysis.

Keywords

Green, Bayesian, Network, Scenario and Causal Analysis.
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  • A Study on Green Buying Behaviour Towards FMCG:An Application of Bayesian Probabilistic Network

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Authors

Dipa Mitra
Indian Institute of Social Welfare & Business Management, Kolkata, West Bengal, India

Abstract


The present study has been undertaken to understand the perception and attitude of the green consumer towards FMCG products. A structure questionnaire is developed on the basis of 21 environmental parameters and 308 respondents are surveyed. Principal component analysis and multiple regression analysis have been used to investigate the most substantial factors and their influencing level on green consumer's buying behaviour and Bayesian probabilistic network is applied to frame a model for the FMCG marketers to implement policy on the basis of different scenario and causal analysis.

Keywords


Green, Bayesian, Network, Scenario and Causal Analysis.

References