A study on Consumer Behavior Towards Purchase of Eco-Friendly Products

Abstract

Environment friendly products and green marketing has become a highly attractive subject. Corporate are constantly trying to find the best way to reach the customers with their green message. Customers and businessmen are depending more on environment and have started to pay more attention to the protection of environment. This paper aims to find out the effect of eco friendly products on consumers buying behaviour. To promote eco friendly products and green market it is imperative to conduct a research study. A research study was conducted in Guntur city selecting a sample of 100 green consumers. The data was collected through structured questionnaire. The objectives of the study are (1) to study the consumer behavior towards purchase of eco friendly products in Guntur, Andhra Pradesh, (2) to find out the factors influencing the consumers purchase decision of eco friendly products and (3) to sort out the problems faced by the green consumers. To achieve this research objectives a research methodology was framed. The research design is both descriptive and analytical. The data was analysed with the help of statistical tools like percentage, average, chi square, and likert scale technique. From the interpretation results were derived. Findings were summarized and presented. Suggestions were given. From the research study it is found that the most of the consumers in Guntur are aware of environmental problems and green products in the market. There is a positive attitude and behaviour towards eco friendly products. The green consumerism gains momentum in Guntur.