A STUDY ON CONSUMER BUYING BEHAVIOUR TOWARDS GREEN PRODUCTS

Abstract

Global consumption has increased, which has accelerated economic growth. This overindulgent consumption has made the planet's condition worse. Environmental damage, global warming, and the other consequences of this damage to the environment have alarmed the public and sparked the green movement for the protecting the environment. The Aim of this study was to determine what factors consumers used to decide which green products to buy. The study discovered that consumer decisions to purchase green products are unaffected by social variables. How pleased a customer is with the product affects the likelihood that they will buy it. The attributes of green products have the greatest influence on consumer satisfaction and behaviour. A study was conducted with 74 participants. Consumers showed a high degree of product and marketing knowledge regarding green initiatives. It was also discovered that the respondents held high regard for the environment. Because consumers place a high value on green products, research has provided useful insights for marketers of green products. It also indicates that marketing communication campaigns endorsing green products are necessary. Analysis of the rationale behind choosing non-green products is also included. The findings of the regression analysis are consistent with the notion that consumer decision-making to buy and prefer green goods over conventional ones was significantly and positively affected by in general green values, knowledge of green practices and products, and benefits derived from the fact that they are produced in accordance with hygienic standards, without the use of dangerous substances, reusable, recyclable by nature, and with packaging that is sustainable.