FACTORS AFFECTING THE PURCHASE INTENTION OF GREEN PRODUCTS IN THE MARKET
Akash A and Akshay K Nair
RESEARCH QUESTION
To determine the purchase intention of
consumers towards purchasing green products
INTRODUCTION
Growing consumer sensitivity to social and
environmental problems and its great
pressure on marketers and public policy
makers can be seen from the early 1970s.
Consumer’s belief in that their personal
consumption decisions can help maintain the
environment or induce its deterioration and
consequently improve quality of life in
society change the way many goods and
services are marketed. Moreover, marketing
and consumer behavior researchers also
focus on understanding the dynamics of the
consumption described as socially
conscious, sustainable, pro-environmental or
green. While early works mainly focus on
identifying the characteristics of socially
conscious consumers more recent works
have centred on the identification of
consumer motivation underlying pro-
environmental behaviors and the explication
of the relationship between cognitive or
motivational factors and environmentally
conscious behaviour. The problems related
to unsustainable consumption are growing
day by day. This research focuses on
understanding the “green consumption”
which is a subset of sustainable consumption
and refers to willingness to buy ecologically
friendly products or services that have least
damage to the environment
Faculty Mentor: Dr. Muralee Krishnan C
Amrita School of Business, Coimbatore
ABSTRACT CONCEPTUAL MODEL
The awareness of consumers towards environmental concern has been increasing
in the recent years. Due to the same, the demand and purchase intention of
customers towards green products has got increased. The main objective of the
study is that to evaluate the perception of respondents towards green products and
to find out the impact of consumer guilt, self-monitoring and perceived consumer
effectiveness towards green purchase intention..
The data collected through convenience sampling and online survey
using Google forms that had been spread throughout Coimbatore region
particularly in Coimbatore city and captured 120 responses from people of
different age groups mainly from working professionals and married people as
students don’t have the purchasing power and are not willing to pay a premium for
a product where cheaper substitute products are available.
METHODOLOGY
The research was done based on the collection of Primary data. A
RESULTS structured questionnaire was designed close-ended. The
questionnaire includes certain multiple choice as well as
Most of the consumers who are purchasing green products are female. Majority of checkbox type of questions. The data collected through
the respondents purchasing green products are more than 40 years of age. Most of convenience sampling and online survey using Google forms
the consumers who are purchasing green products are working as professionals. from 120 respondents living in Coimbatore city. The research
Male respondents have higher impact towards Consumer Guilt and female mostly included working professionals and married people.
respondents have higher level of acceptance towards Perceived Consumer
Effectiveness and Green Purchase Intention
FINDINGS & CONCLUSION
While taking decision on purchase intention of consumers towards
SUGGESTIONS
green products the factors consumer guilt towards purchasing green
products and self-monitoring of green products by the consumers can
The awareness towards purchase of green products can be given more be taken in to decision making process as the two factors are directly
importance as all the age groups have a less intention and acceptance towards proportional to purchase intention of consumers
consuming green products.
LIMITATIONS
REFERENCES
• The study has been concentrated to the geographic area of
1) Aysel Boztepe “Green Marketing and Its Impact on Consumer Buying Coimbatore City.
Behavior” • The sample size was limited to120 only which is too low for a
2) Ebru Tümer Kabadayıa, İnci Dursunb , Alev Koçak Alana and Ahmet study of purchase intention among consumers.
Tugrul Tugera “Green purchase intention of young Turkish consumers” • Bias may be there towards primary data collected from the
3) Yatish Joshi, Zillur Rahman “Factors Affecting Green Purchase Behaviour” respondents.