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ANALYZING MINDSET TOWARDS SUSTAINABLE BEHAVIOUR & PURCHASES IN TIER II CITY NASHIK

Aditi V. Mishal, Sarita Aurangabadkar

Abstract


Environmental concerns are rising all over the world whether it may be developed or developing country. The International and National studies report a gap between the eco-conscious attitude and behavior. The perceptions may give an insight into why this gap exists. Several studies have been reported in India but in a fragmented manner barring a few. This study is an attempt to catch the perceptions towards some of the important sustainable behavior activities & purchases. The study was carried out for 110 respondents from various geo clusters of Nashik which is Tier II city from Maharashtra State of India. The results reveal that respondents consider sustainable behavior as important and not requiring much of efforts. But in case of Green Products they consider these products as quite known, very costly, unavailable, etc.


Keywords


Environmental marketing, Green consumer, Perceptions, Eco-conscious attitude, Sustainable behavior, Eco-conscious attitude behavior gap.

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