Purchase Behaviour of Consumers towards Green Products

Abstract

Consumer consumption pattern has changed due to rapid economic growth resulting in environmental degradation through over consumption and utilization of natural resources. Hence, shift towards more sustainable consumption patterns is required. Consumers can reduce impact on environment by their purchasing decisions. This concern has induced the marketers to develop green marketing strategies with green products that would cause less damage to the environment. It is ultimately the consumers who have to co-operate for the sustainability of green marketing practices. Thus, in the present study, an attempt has been made to study purchase behaviour of consumers towards green products in Kanniyakumari district in Tamil Nadu. The study is based on both primary data and secondary data. Primary data have been collected from 120 consumers using questionnaire. Judgement sampling was used. Secondary data sources include information from journals and websites. Percentages and factor analysis have been applied for analyses.

It is inferred that employed respondents with reasonably good income afford for green products. Majority of the respondents buy Paper made products, followed by CFL light bulbs and organic fruits and vegetables. Four factors such as personal factor, marketing factor, environment factor and social factor were extracted. Thus, the manufacturers, consumers, society, Government and media are collectively responsible for the sustainability of green environment and promotion of green products.