https://doi.org/10.53908/NMMR.300103
Volume 30, Issue-1, January 2022
Abstract
Purpose– Consumers have increased their concerns in natural ingredients, sustainable
packaging, and other green elements of products. The study was intended to evaluate
customers’ attitude, concern, behavior and knowledge on green products.
Methodology- The study is based on considering qualitative research based on
questionnaire research. On the basis of that, the data is collected using the SPSS
software in order to analyze the data collected. In addition to that, regression and
correlation are used to gain a better understanding of the topic of discussion. Evaluation
was based on survey. 129 individuals’ responses were collected and their participation
was completely voluntary.
Findings & Results- The results computed using multiple regression analysis showed
that brand authenticity and green product price significantly influences consumers’
decision of purchase of those products. The response of the research stated positive
outcome and most of the respondents were aware about green products. H4 is supported,
clearly inferring that awareness of brand is a strong factor in making purchase
decision of green products. It can be clearly inferred from the results that consumers’
awareness, brand value and price of the product significantly influences purchasing
decision of the consumer. An individual having little concern for environment have a
stronger inclination towards green products.
Practical Implications– The findings may yield useful information for environmental
sustainability. Consumers will become more conscious of their purchases. It will
bring behavioural change towards environmental sustainability. The more aware the
consumer is, the safer our environment will be.
Keywords: Environmental Concern, Consumer Attitude, Green Products, Awareness,
Purchase Decisions.
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