FACTORS INFULENCING CONSUMER BUYING BEHAVIOR TOWARDS GREEN PRODUCTS

marketing

Purpose – In recent times, research on green consumer attitudes and purchasing behaviors has shifted its attention towards Asian markets. While some studies have noted a growing level of environmental awareness among Indian consumers, there remains a lack of clarity when it comes to their actual buying behavior in relation to eco-friendly products. Consequently, this paper aims to explore the various factors that contribute to persuading Indian consumers to gravitate towards purchasing green products. By investigating these factors, the intention is to obtain a clearer understanding of how and why Indian consumers make environmentally-conscious buying decisions. Furthermore, this examination will provide valuable insights into the underlying motivations that drive the adoption and preference for green products within the Indian market. This knowledge can prove instrumental in developing effective marketing strategies and identifying potential areas for growth in the eco-friendly product sector in India. Ultimately, this research will shed light on the intricate dynamics shaping green consumerism in India, allowing businesses and policymakers to make well-informed decisions when promoting sustainable consumption practices and catering to environmentally-aware customers. Design/methodology/approach – The research employs a survey-based method to test a theoretically grounded set of hypotheses. Using a structured questionnaire and stratified sampling method, the data were collected from 1140 Indian respondents in Uttarakhand. The data were analyzed and test the hypothesis by using chi-square test. Findings – The research showed that participants were open to supporting environmental preservation, aware of their eco-responsibilities, and inclined to gather information on eco-friendly products to expand their knowledge. Encouraging ecological conservation, cultivating an environmentally-conscious mentality, understanding green product attributes, and considering respondents' income levels and education backgrounds contribute significantly to consumers' choices when purchasing eco-friendly items. This analysis highlights the importance of these factors in the environmentally-conscious decision-making process. By grasping these essential aspects, marketers and companies can more effectively engage and educate potential clients, thereby encouraging the use of sustainable alternatives throughout various sectors. Research limitations/implications – Results of the research are useful for marketing professionals for green products to develop effective green marketing strategies emphasizing personal relevance, and environmental significance of purchasing, using and disposing green products that produce increased levels of satisfaction for customers and influencing the consumer’s persuasion. Originality/value – This research provides valuable insights into green consumer behavior in Indian context by examining the factors that influence their purchase decisions towards green products. Keywords- India, Consumer buying behavior, Green products, Green marketing, Market research Paper type- Research paper

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