Open Access Open Access  Restricted Access Subscription Access

A STUDY ON CONSUMER BUYING BEHAVIOUR TOWARDS GREEN PRODUCTS IN BANGALORE CITY

Hariharan Ravi, R. Ayswarya

Abstract


Green refers to pure in quality as well as fair and just in dealings. Environmental problems have become a major concern in today’s world. Consumer’s attitude has changed in buying the products. Green marketing is a much broader concept and it includes industrial goods and services, consumer goods, etc. It is a necessity that both consumers as well as businessmen abstain from harmful products. Thus, this paper analyzes the impact on consumer buying behaviour towards Green products in Bangalore City. A well structured questionnaire was prepared to collect one hundred respondents and simple random sampling technique had been used for this study. The findings of the study showed that most of the respondents (65 per cent) are female, 89 per cent of the respondents belong to the age group between 18-24. Therefore, product is the most influencing marketing element.

Keywords


Green marketing, Impact, Buying behaviour, Awareness, Usage, Products.

Full Text:

PDF

References


Delafrooz N, Taleghani M, and Nouri B. (2014), “Effect of green marketing on consumer purchase behavior”. QScience Connect, Vol.5, available online: http://www.qscience.com/doi/pdf/10.5339/connect.2014.5

Laddha S, and Malviya M. (2015). “Green Marketing and its Impact on Consumer Buying Behavior”, NBR E-Journal, Vol.1(1), ISSN 2455-0264, available online: http://www.ncrdsims.edu.in/12.pdf

Muthukumaran A. (2015), “Emerging Strategies of Green Marketing in India”. International Journal of Applied Research. Vol.1(10), pp.553-556, ISSN Print: 2394-7500.

Saini B. (2013). “Green marketing and its impact on consumer buying behavior”, International Journal of Engineering Science Invention, Vol.2(12), pp.61-64.

Sharma M, and Trivedi P. (2016). “Various Green Marketing Variables and Their Effects on Consumers Buying Behaviour for Green Products”. IJLTEMAS, Vol.V(I), ISSN 2278 – 2540.

Singh ER and Khan MS. (2014). “Green Marketing& its Impact on Society: Emerging Challenges & Opportunities”. International Journal of Management and International Business Studies, ISSN 2277-3177, Vol.4(3), pp.263-270.

Yazdanifard R, and Mercy IE. (2011). “The impact of green marketing on customer satisfaction and environmental safety”, International Conference on Computer Communication and Management, Vol.5, pp.637-641.

Yan Y, and Yazdanifard R. (2014). “The Concept Of Green Marketing And Green Product Development On Consumer Buying Approach”, GJCMP, Vol.3(2), pp.33-38, ISSN: 2319 – 7285.

• Additional Bibliography

Kaur S. (2014). “Impact Of Green Marketing On Consumer’s Buying Behavior”, Abhinav National Monthly Refereed Journal of Research in Commerce & Management,Vol.3(5), Online ISSN: 2277-1166,

http://www.greenmarketing.com/articles/complete/the-5-simple-rules-of-green-marketing1/

http://www.igi-global.com/dictionary/green-promotion/52773

http://www.inc.com/encyclopedia/green-marketing.html

http://www.investopedia.com/terms/g/green-investing.asp

http://www.philipkotler2013.blogspot.in/2011/11/green-marketing.html

http://www.yourarticlelibrary.com/marketing/green-marketing-meaning-and-importance-of-green-marketing/48587/


Refbacks

  • There are currently no refbacks.


Send mail to ijmss@ijmss.com with questions or comments about this web site. 

International Journal of Management and Social Sciences, All rights reserved.