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Consumer Awareness and Perception Towards Green Products: A Study of Youngsters in India

International Journal of Marketing and Business Communication

Volume 1 Issue 4

Published: 2012
Author(s) Name: Sanjeev Kumar, Radha Garg, Anita Makkar | Author(s) Affiliation: Haryana School of Business, GJU, Hisar, Haryana, India
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Abstract

Consumers are becoming more ecologically conscious and desirous of purchasing environment friendly products i.e. green products. The present study is an attempt to investigate consumer perception and purchase intention towards green products among youngsters in India. The data has been collected from 120 youngsters of different areas of NCR. The findings of the study reveal that 71 percent respondents perceive green products as environment friendly products while 12 percent respondents take it as energy saving products. Male respondents are more aware about green products and also consider it while making shopping in comparison to female respondents. Majority of the respondents are ready to pay 11-20 percent more prices than the prices of non-green products. Thus, researchers conclude that the consumers does not have environment concern only, but also have positive and high intentions to buy green products. The study brings out interesting insight that, though consumer were environmentally concerned and ready to pay high yet they were not aware as to what constitutes environmentally friendly products. Hence, marketers need to consider efforts that are required to convert the environment concern into environmental consumption behaviour.

Keywords: Environment protection, Green Product, Marketing Strategy, Purchasing Behavior

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