Green marketing
Green Consumerism Its’ implication on the purchasing behaviour on the consumer in the Indian market. Khyati Gajipara, Student IBS Ahmedabad
Shambhavi Porwal, Student Ibs Ahmedabad
Green Consumerism: Its’ implication on the purchasing behaviour on the consumer in the Indian market.
Abstract
The purpose of this paper is to draw on attitudes of consumers toward going green and implication of consumers’ behaviour on their purchasing behaviour in the Indian market. This research paper seeks to explain” pro-environmental consumer behaviour”, how does pro-environmental consumer behaviour differs from general purchasing behaviour, which type of barriers affects reversely on consumers’ behaviour for going green. Based on researches important result has been shown through positive relation between “theory of altruism” and “pro-environmental consumer behaviour”. Here “sustainability index” for “Green consumer behaviour” has been created based on consumer behaviour related variables provided in the paper which will show intensity of consumers toward going green. From the survey it is shown that how do cognitive, demographic, pschycological factors affect consumer’s behaviour and as a result of that how does it affect on “Green Purchasing.” Sociodemogrpahic data has also collected about study of participants and from that samples statistical analysis(Regression analysis, variants) has been done based on independent variables (Consumers Green purchasing behaviour), and dependent variables(Environmental knowledge, Environmental awareness, collectivism, Transparency on trade practises) ,Demographic variables and how does it affect” purchasing behaviour” of Indian consumer. Based on various analysis of researches and from statistical analysis the result of this paper seeks to explain how does consumers’’ behaviour affects purchasing pattern of consumer in the Indian market.
Keywords:”Pre-environmental consumer
Shambhavi Porwal, Student Ibs Ahmedabad
Green Consumerism: Its’ implication on the purchasing behaviour on the consumer in the Indian market.
Abstract
The purpose of this paper is to draw on attitudes of consumers toward going green and implication of consumers’ behaviour on their purchasing behaviour in the Indian market. This research paper seeks to explain” pro-environmental consumer behaviour”, how does pro-environmental consumer behaviour differs from general purchasing behaviour, which type of barriers affects reversely on consumers’ behaviour for going green. Based on researches important result has been shown through positive relation between “theory of altruism” and “pro-environmental consumer behaviour”. Here “sustainability index” for “Green consumer behaviour” has been created based on consumer behaviour related variables provided in the paper which will show intensity of consumers toward going green. From the survey it is shown that how do cognitive, demographic, pschycological factors affect consumer’s behaviour and as a result of that how does it affect on “Green Purchasing.” Sociodemogrpahic data has also collected about study of participants and from that samples statistical analysis(Regression analysis, variants) has been done based on independent variables (Consumers Green purchasing behaviour), and dependent variables(Environmental knowledge, Environmental awareness, collectivism, Transparency on trade practises) ,Demographic variables and how does it affect” purchasing behaviour” of Indian consumer. Based on various analysis of researches and from statistical analysis the result of this paper seeks to explain how does consumers’’ behaviour affects purchasing pattern of consumer in the Indian market.
Keywords:”Pre-environmental consumer
References: Ecologically concerned consumers: who are they?, Journal of Marketing 38 (1974) T Abdul-Muhmin, A.G. (2007). Green buying: the influence of environmental concern on consumer behaviour, Journal of Social Psychology 137 (1997) T. Mainerie, E. Barnett, T. Valdero, J. Unipan, S. Oskamp 284 _ HENRY STEWART PUBLICATIONS 1754-1360 JOURNAL OF SPONSORSHIP VOL