e-ISSN 2231-8542
ISSN 1511-3701

Home / Regular Issue / JTAS Vol. 25 (4) Dec. 2017 / JSSH-S0502-2017


Green Product and Consumer Behavior: An Analytical Study

Shamsi, M. S. and Siddiqui, Z. S.

Pertanika Journal of Tropical Agricultural Science, Volume 25, Issue 4, December 2017

Keywords: Consumer Behaviour, Environment, Green Consumerism, Green Marketing, Green Product, Sustainability, Sustainable Development

Published on: 5 Dec 2017

With growing markets and increasing consumer volumes, the production, as well as consumption patterns are degrading the environment drastically. The government, consumers and producers have realised the worth of this issue. The research and development department of industries are continuously working to develop products that are environment-friendly and cause less environmental destruction. Products which are capable of being recycled, and possess healthy disposal are often termed as green products. The manufacturing, marketing, and consumption of such products are being promoted by the government as well as non-governmental organisations. The present study aims to understand the concept of green product and consumer behavior towards it. The study also investigates the relationship of green product usage and purchase intention with demographic variables (age, gender, income and educational qualification). Primary data was collected using structured questionnaires and analysed using descriptive statistics as well as Pearson's chi-square test for independence. The results reveal an important insight concerning the factors that are majorly responsible for motivating as well as demotivating consumer behavior towards green products. Environmental sustainability and personal consciousness of consumers are found to be motivating factors while unavailability and unawareness are deemed demotivating factors along with the cost of installation / usage. Consumers are intended to purchase green products irrespective of their demographics. However educational qualification is found to be the only demographic variable having a relationship with green product usage.

ISSN 1511-3701

e-ISSN 2231-8542

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