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Investigating Factors Influencing Consumer Green Behavior towards Green Products and Green Purchase Decision

In: Proceedings of the 2nd International Conference on Emerging Technologies and Sustainable Business Practices-2024 (ICETSBP 2024)

Author

Listed:
  • Mradul Bharadwaj

    (GLA University, Research Scholar, Dept. of Business Management)

  • Jitender Kumar Dixit

    (GLA University, Associate Professor, Dept. of Business Management)

Abstract

The primary objective is to delve into the intricacies of green products, comprehending the multifaceted nature surrounding this concept. The study scrutinizes discernible patterns within consumer behavior towards eco-friendly products. It aspires to unravel the intricate interplay between the usage of green products, consumer preferences and demographic variables such as age, gender, income and educational attainment. Ultimately, the overarching aim is to furnish valuable insights into the dynamics of environmentally conscious consumption, thereby enhancing the knowledge repository in this domain. The secondary data is assiduously amassed through the implementation of a meticulously crafted questionnaire, guaranteeing a sturdy underpinning for analysis. Meanwhile, secondary data is curated from authoritative academic journals and reputable web-sites, enhancing the depth of insights. The findings reveal crucial insights into the factors that exert a sub-substantial influence on consumer behavior, serving as either catalysts or barriers to the embrace of green products. Key motivators include a commitment to environmental sustainability and individual conscientiousness. The research foundation for crafting effective green marketing strategies that highlight the personal relevance, social importance, and environmental significance of purchasing, using, and disposing of green products. By emphasizing these aspects, marketers can enhance customer satisfaction and influence purchasing decisions in favor of green products. This research yields valuable insights into green consumer behavior in the Indian context by scrutinizing the factors that shape their purchasing decisions regarding green products.

Suggested Citation

  • Mradul Bharadwaj & Jitender Kumar Dixit, 2024. "Investigating Factors Influencing Consumer Green Behavior towards Green Products and Green Purchase Decision," Advances in Economics, Business and Management Research, in: Nitin Pathak & Munish Gupta & Vikas Sharma & Amita Chaudhary (ed.), Proceedings of the 2nd International Conference on Emerging Technologies and Sustainable Business Practices-2024 (ICETSBP 2024), pages 649-667, Springer.
    • Handle: RePEc:spr:advbcp:978-94-6463-544-7_43
    DOI: 10.2991/978-94-6463-544-7_43
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