CONSUMERS' PURCHASE INTENTION WITH RESPECT TO GREEN WASHING AN EMPIRICAL STUDY

Marketing

Many companies use green marketing strategies to gain a competitive advantage to attract environmentally conscious consumers, but not all green marketing propositions can accurately reflect the environmental behaviour of companies. With an increasing incidence of industrialisation, urbanization and increasing purchasing power more households are purchasing products which are harming the environment. There is an inherent danger to the environmental balance and ecology that has made marketers think about producing environmentally safe products under the concept of “Green Marketing”. This research study aims to study the impact of 8 sins of greenwashing strategies opted by business firms upon customers’ purchase intentions/Consumer Buying Behaviour. To attain the objectives of the study a structured questionnaire was used to gather the data from 236 respondents which was analysed using Pearson Correlation.

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