EXPLORING CONSUMER PERCEPTION AND ATTITUDES TOWARDS ECO-FRIENDLY PRODUCTS

Abstract

Manufacturers and buyers have recently raised worries about products' environmental effect. Consumers and producers have focused their attention on "green" or environmentally friendly items such as low-power (energy-efficient) electrical appliances, e-vehicles, organic foods, lead-free paints, recyclable paper, and phosphate-free detergents. Green marketing is becoming increasingly important to Indian marketers. Although there has been a lot of study on green marketing all around the world, there has been very little academic research on customer perceptions and preferences in India. This study gives a brief overview of environmental challenges and identifies consumers' green values, as well as their level of environmental knowledge, green goods, and activities. Since independence, the Indian power industry has struggled to reach its electricity generating targets. Traditional energy sources, particularly coal, have been unable to fulfil demand, and the country need a truly all-of-the-above program to meet its ever-increasing demand. In recent years, interest has naturally migrated to renewable energy generation, as has the rest of the globe. There are several renewable energy policies in place, the most notable of which being the Jawaharlal Nehru National Solar Mission, as well as state policies that have been enacted in various forms throughout the previous several years. With the use of structured questions, this research exposes customers' perceptions and preferences towards green products. A survey of 37 people was done. Consumers were found to have a high degree of awareness regarding green products. The respondents' green values were likewise found to be high. It has provided useful information for green product marketers and proposes that, because of the strong green value among consumers, marketing communication programs supporting green products should be designed. Overall green values, awareness of green products and practices, and perceptions of marketing companies' seriousness about green marketing all had a positive significant impact on consumer persuasion to buy and prefer green products over conventional products.