Consumer Purchasing Behaviour towards Eco-Friendly Products in Salem
Abstract
The environment is being destroyed through industrialisation and unsustainable consumer trends which have increased the emphasis on eco-friendly products and green marketing in the world. This research paper examines the reason why people in Salem City will purchase eco-friendly products and in particular how the environmental concern and features of a product can affect the decision made by consumers. This was an empirical approach to research which collected primary data in form of interviews. A total of 186 participants who were selected through snowball sampling were surveyed. The type of SPSS-20 exploratory factor analysis combined with KMO=0.762 and chi-square Bartlett of 4292.355(p=0.001) showed that the data used were appropriate in the analysis. Factor analysis identified that there were four principal factors in consumer purchase: (i) product offers about environmental protection, (ii) special promotions of any product that emphasize the eco-features, (iii) reusability and curiosity, and (iv) less exploiting nature. These dimensions indicate that price, environmental knowledge and social indicators all intertwine to influence preferences. When the products are affordable, readily available, and well advertised, consumers are more likely to opt on products that have been eco friendly. Buyers are also motivated more by the concern of environmental protection and their belief in the quality of the green products.
Downloads
References
2 Shyamveer Singh and Parul Khanna, “Green Marketing An Analytic Perspective with Regards to its Adoption in Few Organizations in Delhi NCR Region”, Journal of Asian Research Consortium – AJRSH, vol. 1, Issue 4, ISSN 2249‐7315, December 2011
3 Yogita Sharma, “Changing Consumer Behaviour With Respect to Green Marketing – A Case Study Of Consumer Durables and Retailing”, Zenith International Journal Of Multidisciplinary Research, vol.1, Issue 4, ISSN 2231 5780, August 2011
4 Krishna kumar veluri, “Green Marketing: Indian Consumer Awareness and Marketing Influence on Buying Decision”, - The International Journal of Research in Commerce & Management, vol.3, Issue 2, pp: 60-64, February 2012
5 Roshny Unnikrishnan, “A Study on Customer Awareness of Green Marketing and Green Brand Effectiveness”, ZENITH International Journal of Multidisciplinary Research, vol.2, Issue 10, ISSN 2249 8834, October 2012
6 Uday Kiran, “Opportunity and Challenges of Green Marketing with special references to Pune”, International Journal of Management and Social Sciences Research (IJMSSR), vol.1, no. 1, ISSN: 2319-442, October 2012
7 Mohammed Unni Alias Mustafa and K.M.Sajila, "Green Marketing Awareness As A Correlate of Green Consumerism of Undergraduate students of the University of Calicut in Kerala", Learning Community: 4(1), pp -37-46, March 2013
8 Ravinka Chopra, “An Empirical Study of Consumer Preparedness and Perception”, ZENITH International Journal of Business Economics and Management Research (ZIJBEMR), ISSN 2249-8826, vol.3(4), April 2013
Copyright (c) 2025 IJRDO - Journal of Business Management
This work is licensed under a Creative Commons Attribution 4.0 International License.
Author(s) and co-author(s) jointly and severally represent and warrant that the Article is original with the author(s) and does not infringe any copyright or violate any other right of any third parties, and that the Article has not been published elsewhere. Author(s) agree to the terms that the IJRDO Journal will have the full right to remove the published article on any misconduct found in the published article.
This work is licensed under a 