A Study to Identify the factors Influencing Consumer Behavior towards Eco-Friendly Products

Abstract

Green Marketing is the change eventually required in our society and for that “Green” is essential nowadays. Today companies, government and consumers all know the value of the environment and they have started contributing to safeguard it and embracing sustainable development with three poles i.e. social, economic and environmental.  It is very important and crucial to make modifications in our living or survival and to preserve the planet's existence for us..  And opportunistic marketing of today may work wonders to bring about this transformation. It is necessary to determine the demands and desires of customers as well as the variables that have the greatest effect. This research paper researcher discuss the influencing factors and their effect on consumer’s buying action towards green marketing. According to this paper there are ten such identified factors namely perception, eco-labels, demographics measure, environmental advertising, eco-brands, awareness, green product, premium price, green promotions and finally buying behaviour, mainly in five factors.  Each factor is important for the marketer. They should know which factor to concentrate on and how. Customers were surveyed for this purpose using a standardised questionnaire to identify such factors. “Likert Five Point Scale” scaling technique, Chi-Square test is used for the purpose of analysing the data and interpretation has been given on that basis.This study challenges the notion that customer preparedness for environmentally friendly products and sustainable development are significantly correlated. Each factor is briefly described in this study.