DEMOGRAPHIC FACTORS AFFECTING CONSUMER’S BUYING BEHAVIOUR REGARDING GREEN PRODUCTS IN NAINITAL AND UDHAM SINGH NAGAR DISTRICT

DEMOGRAPHIC FACTORS AFFECTING CONSUMER’S BUYING BEHAVIOUR REGARDING GREEN PRODUCTS IN NAINITAL AND UDHAM SINGH NAGAR DISTRICT

Prof. (Dr.) Mohan Chandra Pande¹, Mr. Gautam Rawat²

Author 1- Prof. (Dr.) Mohan Chandra Pande

Principal, Government P.G College,

Ramnagar, Nainital, Uttarakhand

Author 2- Mr. Gautam Rawat

Research Scholar, Government Degree College, Patlot, Nainital, Uttarakhand

ABSTRACT

Purpose: The main objective of the study is to find out demographic factors affecting consumer buying behavior towards green products in Nainital and Udham singh nagar district.

Methodology/Approach: The purpose of this paper was to understand the variables affecting the consumer buying behavior of green products .We collected primary data from 200 respondents.  The target population for the study was the people of Nainital and Udham singh nagar district form Uttarakhand state. Primary focus is the consumer‘s buying behavior regarding green products.

Findings: The findings of the study are demographic factors (age, income level and education level) influence the buying behavior of the consumers. Purchasing behavior of consumers depends on their level of satisfaction towards the products. Young customers have been discovered to be more concerned about the environment.

Future Implications and limitations: The study will be helpful for creating awareness in people about green products and investigating the behavior of the consumers. Our study is confined to Nainital and Udham singh nagar district of Uttarakhand state , this may be extended in other areas of Uttarakhand  or any other areas.

KEYWORDS: GREEN PRODUCTS, DEMOGRAPHIC FACTORS, CONSUMER PERCEPTION, COMMUNICATION.