INDIAN CONSUMER’S PURCHASING BEHAVIOUR TOWARDS ECO-FRIENDLY PRODUCTS
INDIAN CONSUMER’S PURCHASING BEHAVIOUR TOWARDS ECO-FRIENDLY PRODUCTS

Summary/Abstract: Environmental concerns are no longer unfamiliar in the over populated country like India. It is been decades, since when the government, firms and companies including stakeholders are making efforts for constant and sustainable development in the economy with minimum deterioration of environment. Environmental degradation, climate change and global warming are such issues that induced concern related to environment protection among the producers and consumers as well. The aim of this paper is to understand the purchasing behaviour of the consumers for eco-friendly products and what are the factors that affect the buying intention for such products. The study was conducted in Uttar Pradesh region of north-western part of India and data was collected using well-structured questionnaire among 230 respondents using convenient sampling out of which the results of 198 questionnaires were used for analysis. One-way ANOVA test has been used to test the significance level of the independent variable over dependent variable. The findings revealed that education level does not affect the concern for environment protection when buying the eco-friendly products. The analysis showed that the willingness to pay for green products was also influenced by income level of the consumers.

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