A study on “Customer’s satisfaction level and the influencing factors towards Green Products”

Abstract

"Being green is more than just buying eco. It is an unshakable commitment to a sustainable lifestyle." Green Products have less effect on the environment, creating a rapidly growing shift towards going green and purchasing green products. In this specific circumstance, green products are becoming a vital component in progress to sustainable consumption of the environment. This research has been endowed with additional information in narrowing the research gap about understanding consumers' green awareness befitting the role of consciousness enhancing consumers' changing attitudes and perception levels towards green products and their green purchasing behaviour. This paper is an exploratory and quantitative study on consumer Satisfaction levels and factors influencing consumers towards green products. A hypothetical framework is been presented, and the information is analysed based on the framework of data collection through a structured Questionnaire. The survey was conducted with a sample size of 104 respondents following the data techniques of purposive samplingwhich focused the representatives of all the consumers using green products with the age group 18-50+ respectively. The study used the primary data effectively with the statistical analysis of ANOVA, correlation (both bivariate and partial), and regression through SPSS to provide the exact outcomes.The results of the present study stated that the most of the respondents felt agreeing that the price, health consciousness and the quality factors are most influencing their primary choice towards green products whereas most of the respondents felt neutral for the factor that product influence impacts their primary choice towards green products and hence the product influence factor has less impact. Correspondingly, there is a positive relationship between the variables, green loyalty and dependability comes with customer satisfaction and the more customer is satisfied, the more loyal towards green brand. Further, consumer’s belief towards the green marketing or going green has control over the purchase of green products and the frequent purchase of green product. Also revealed that, there is a relationship between the independent variables, consumer’s reason for their use of green products and the dependent variable, the purchase of green products is to enhance the development of the environment.