Research Paper
Year: 2021 | Month: March | Volume: 8 | Issue: 3 | Pages: 477-489
An Investigative Study on the Role of Green Marketing and Its Influence on Indian Consumer’s Purchasing Behavior
Milan. B1, Juhi2, Aarthy Chellasamy3
1,2,3Christ (Deemed) University, Bangalore, Karnataka, India
Corresponding Author: Milan. B
ABSTRACT
The modern-day consumers are becoming more conversant and concerned about the environment. This awareness and change in mind set of the consumers is reflecting in their decision-making process to purchase a product. This research paper aims to inspect why consumers are willing to choose various green product and services over the orthodox products which are existing in the market from decades. The paper highlights Indian consumers’ preferences and perception towards various green products and practices with the help of a structured questionnaire. The sampling method used for this research study to analyse and interpret the sample data is convenience sampling and random sampling methods as green marketing is a critical area of research study and is based on explanatory research. A total of 86 consumers’ mindset and perception has been recorded and studied using multiple regression technique. The effect of the product on environment has been the most important direct variable based on which the consumers takes their decision. The data taken for this research is a pure form of qualitative categorical data which represents the characteristics and purchasing behavior of the consumers. Thus, the main purpose of this paper is to throw light on the importance of green marketing in the changing preferences of the Indian consumers.
Keywords: Green consumerism, Green purchasing, Consumer preference & behavior, Environmental knowledge.
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