Consumer Perception Towards Green Products – A Study With Reference To Chennai City
Journal of Contemporary Issues in Business and Government,
2021, Volume 27, Issue 3, Pages 2748-2751
AbstractEnvironmentalism has fast emerged as a worldwide phenomenon. Marketing organizations too have risen to the occasion and have started responding to environmental challenges by practicing green marketing strategies. The awareness of Green marketing is increased among the Indian consumers. The present research work indicates that the key to raise green purchasing intention among the general public lies on four factors, which are Attitudes toward the Environment, Social Influence, Health Consciousness and Perceived Consumer Effectiveness. The results of the study it is indicated that green product attributes quality, durability and variety strongly influence the consumers’ understanding and behavior towards environmental friendly features of green products.
- Young, W., Hwang, K., McDonald, S., & Oates, C. J. (2010). Sustainable consumption: green consumer behaviour when purchasing products. Sustainable Development, 18(1), 20-31.
- Lee, K. (2008). Opportunities for green marketing: young consumers. Marketing intelligence & planning, 26(6), 573-586.
- Oliver, J. D., & Lee, S. H. (2010). Hybrid car purchase intentions: a cross-cultural analysis. Journal of consumer marketing, 27(2), 96-103.
- Vongmahadlek, J. (2012). An empirical study on organic product purchasing behavior: a case study of Thailand. AU Journal of Management, 10(2), 31-39.
- Deliya, M. M., & Parmar, M. B. J. (2012). Role of packaging on consumer buying behavior–patan district. Global Journal of Management and Business Research, 12(10), 49-67.
- Rahbar, E., and Wahid, N. A. (2011), “Investigation of green marketing tools' effect on consumers' purchase behavior. Business Strategy Series, 12(2), 73-83.
- Schaefer, A. and Crane, A. (2005), “Addressing sustainability and consumption”, Journal of Macromarketing, Vol. 25 No. 1, pp. 76-92.
- Moisander, J. (2007), “Motivational complexity of green consumerism”, International Journal of Consumer Studies, Vol. 31 No. 4, pp. 404-409.
- Article View: 60
- PDF Download: 215