Eco Friendly Green Product Marketing and Consumer Behaviour: A Case Study

Eco Friendly Green Product Marketing and Consumer Behaviour: A Case Study

Ravi Kumar J S1

Asst Professor

Department of Management Studies

Ballari Institute of Technology and Management,Ballari

Dr. Shaheeda Banu S2

Professor

Department of Management Studies,

Ballari Institute of Technology & Management, Ballari.

 Dr.Christopher Raj D3

Professor

Department of Management Studies,

Ballari Institute of Technology & Management, Ballari.

ABSTRACT

The surfacing of environmental exertion and the augmented awareness headed for green purchase behaviour have received many responses by the stakeholders’ universal like from the government bodies, researchers, businesses, consumers and so on .Consumers' awareness on products marketed in green marketing is vital in funnelling their purchasing decision of green products. The purpose of this paper is to explore the consumers’ decision to purchase green products and to examine the influence of consumers' environmental concerns, awareness of green product, price and brand image. Data was collected through structured survey questionnaire from 400 customers of four hypermarkets in Garden City,-Benguluru, Karnataka. Results authenticated that consumers' awareness of price and brand image considerably influences their purchasing decision of green products. A person having some concern for the environment and its brand image would have a stronger preference to buy a green product. Findings could provide fruitful insights for environmental sustainability.

Keywords: Brand awareness, Brand image, Purchasing decision, Environmental concerns