Factors Affecting Consumer’s Behaviour towards Green Products and Green Marketing – A Study of Haryana

International Journal of Economics and Management Studies

© 2020 by SSRG - IJEMS Journal

Volume 7 Issue 2

Year of Publication : 2020

Authors : Himani

10.14445/23939125/IJEMS-V7I2P104

How to Cite?

Himani, "Factors Affecting Consumer’s Behaviour towards Green Products and Green Marketing – A Study of Haryana," SSRG International Journal of Economics and Management Studies, vol. 7,  no. 2, pp. 18-25, 2020. Crossref, https://doi.org/10.14445/23939125/IJEMS-V7I2P104

Abstract:

There has been a rapid growth in the demand for green products with the increase in consumption as they are typically durable, recyclable, non-toxic, and made out of materials that are either decomposable or recyclable. Withan increase in ecological consciousness among the people with the motive of protecting the environment, the consumers nowadays are becoming more concerned with the environment and looking for green products because the main cause of environmental degradation is increasing population and our consumption pattern. This overconsumption has resulted in the deterioration of the environment. The consequences of this environmental degradation have resulted in pollution, global warming, etc., which has become a cause of public concern, which in turn led to the green movement for the preservation of the environment. For this reason, the study of consumer behavior towards green products was conducted in urban Haryana. This paper presents an empirical investigation based on the implementation of factor analysis to locate important factors affecting consumer buying behavior towards green products and green marketing in the state of Haryana and to measure their awareness and knowledge regarding green products in Haryana. In this study, 180 respondents from three districts, namely –Rohtak, Hisar, Bahadurgarh, were chosen on the basis of the non-probability convenience sampling method. Using an 11 statements questionnaire, the data were collected from 180 respondents in Haryana. The data wereanalyzed using exploratory factor analyses. Data wereanalyzed using SPSS. Consumer’s environmental concern, eco-friendly activities, and perceived behavior emerged as three major determinants of consumer green purchase behavior. The paper reports about the main predictors of consumers’ green buying behavior.This document gives formatting instructions for authors preparing papers for publication in the Proceedings of an SSRG International Journals Journal. The authors must follow the instructions given in the document for the papers to be published. You can use this document as both an instruction set and as a template into which you can type your own text.

Keywords:

Green marketing, Environmental Awareness, Green Consumer, Eco-Friendly Products, Green Product, Buying Behavior and Environment.

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