2 A Study on Consumer 1

Global Journal of Management and Business Research
Administration and Management

Volume 13 Issue 11 Version 1.0 Year 2013
Type: Double Blind Peer Reviewed International Research Journal
Publisher: Global Journals Inc. (USA)
Online ISSN: 2249-4588 & Print ISSN: 0975-5853

A Study on Consumer Behavior towards Eco-Friendly Paper
By P. Kishore Kumar & Dr. Byram Anand
Pondicherry University, India

Abstract- The purpose of this study is to understand the variables affecting the consumer behavior while purchasing green products. Eco-friendly paper i.e. paper which is manufactured from used paper and reduces the harm to environment compared to manufacturing of traditional paper (virgin paper). The dependent factor is purchase intention and the independent factors are environmental behavior, attitude, knowledge and norms. The structured questionnaire was used collect primary data and analyzed using software package. From this research it is found that attitude and personal norms are positively influencing consumer purchase intention towards eco-friendly paper. This study helps the marketers to design strategies for sustaining in the competitive paper industry. The paper industry will have its demand in spite of latest technologies. The paper is used for different purposes like printing, writing, documentation and packaging etc. Hence the understanding consumer behavior is very important for marketers in the paper industry.

Keywords: green marketing, environment-friendly products, eco-friendly products, eco-paper, sustainability, consumer behavior, purchase intention.
GJMBR-E Classification : JEL Code: L67, M30

AStudyonConsumerBehaviortowardsEcoFriendlyPaper

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© 2013. P. Kishore Kumar & Dr. Byram Anand. This is a research/review paper, distributed under the terms of the Creative Commons
Attribution-Noncommercial 3.0 Unported License http://creativecommons.org/licenses/by-nc/3.0/), permitting all non-commercial use,

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