A Study on Green Product Consumption and Consumer Buying Behaviour: With Special Reference to Surguja Division Chhattisgarh

A Study on Green Product Consumption and Consumer Buying Behaviour: With Special Reference to Surguja Division Chhattisgarh.

SURAJ MISHRA

ASSIT. PROF. OF COMMERCE

K.R.TECHNICAL COLLEGE, AMBIKAPUR

Email:- surajmishra122214@gmail.com

Abstract:-

This study intends to examine how consumers perceive the values established by green marketing efforts made by the promoters and how that affects how they choose to buy environmentally friendly sustainable products. This study also demonstrates the success of marketers’ initiatives to raise customer awareness of green brands in relation to conventional goods. In order to understand how consumers are persuaded to choose green products, it also highlights consumer perception and the impact of green marketing communication. The report covers the findings of a consumer product and green marketing survey that was conducted using a questionnaire created by the authors based on various types of field research. According to this study, green product marketing communication isn't as transparent as it should be to customers, even if there is a large potential for green products to be used more within consumer groups who have pro-environmental inclinations in the Indian market. The report recommends increasing the use of branding and marketing to market and sell items that are functional and kind to the environment. The study is conducted using a survey that asks students about their environmental experiences, attitudes towards the environment, and perspectives on environmental concerns. 50 samples were used in the study.

Keywords: consumer behavior, green marketing, green products.