Consumer Perception Towards Green Products – A Study With Reference To Chennai City

Authors

  • Ms. R. VIJAYALAKSHMI
  • Dr. ANITA RAMAN

Keywords:

Eco – friendly product, Green consumer, Organic products.

Abstract

 Environmentalism 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.

References

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.

Downloads

Published

2021-06-30

How to Cite

VIJAYALAKSHMI, M. R. ., & RAMAN, D. A. . (2021). Consumer Perception Towards Green Products – A Study With Reference To Chennai City. The Journal of Contemporary Issues in Business and Government, 27(3), 2748–2751. Retrieved from https://cibgp.com/au/index.php/1323-6903/article/view/1886

Issue

Vol. 27 No. 3 (2021): The journal of contemporary issues in business and government

Section

Articles

License

You are free to:

  1. Share — copy and redistribute the material in any medium or format for any purpose, even commercially.
  2. Adapt — remix, transform, and build upon the material for any purpose, even commercially.
  3. The licensor cannot revoke these freedoms as long as you follow the license terms.

Under the following terms:

  1. Attribution — You must give appropriate credit , provide a link to the license, and indicate if changes were made . You may do so in any reasonable manner, but not in any way that suggests the licensor endorses you or your use.
  2. No additional restrictions — You may not apply legal terms or technological measures that legally restrict others from doing anything the license permits.

Notices:

You do not have to comply with the license for elements of the material in the public domain or where your use is permitted by an applicable exception or limitation .

No warranties are given. The license may not give you all of the permissions necessary for your intended use. For example, other rights such as publicity, privacy, or moral rights may limit how you use the material.