An Analytical Study of Consumer Attitude towards Green Products

Abstract

Purpose- Consumers have increased their concerns in natural ingredients, sustainable packaging, and other green elements of products. The study was intended to evaluate customers’ attitude, concern, behavior and knowledge on green products. Methodology- The study is based on considering qualitative research based on questionnaire research. On the basis of that, the data is collected using the SPSS software in order to analyze the data collected. In addition to that, regression and correlation are used to gain a better understanding of the topic of discussion. Evaluation was based on survey. 129 individuals’ responses were collected and their participation was completely voluntary. Findings & Results- The results computed using multiple regression analysis showed that brand authenticity and green product price significantly influences consumers’ decision of purchase of those products. The response of the research stated positive outcome and most of the respondents were aware about green products. H4 is supported, clearly inferring that awareness of brand is a strong factor in making purchase decision of green products. It can be clearly inferred from the results that consumers’ awareness, brand value and price of the product significantly influences purchasing decision of the consumer. An individual having little concern for environment have a stronger inclination towards green products. Practical Implications- The findings may yield useful information for environmental sustainability. Consumers will become more conscious of their purchases. It will bring behavioural change towards environmental sustainability. The more aware the consumer is, the safer our environment will be.