| Issue - 2024 | Page No - 10-23 |
| REVISITING CUSTOMER ATTITUDES TOWARDS GREEN PRODUCTS IN THE CONTEXT OF A MAJOR EMERGING ECONOMY | |
| Aditi Naidu, Sujata Basotra Garg, Asmita Sakalle and Shashi Bhusan Kr Vishwakarma | |
| Abstract : | |
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The global awareness of environmental issues has led to an increased interest
in sustainable and eco-friendly products. As a result, businesses are
increasingly focusing on offering "green" or environment-friendly products to
meet the growing consumer demand. Understanding customer attitudes
towards these green products is crucial for businesses to develop effective
marketing strategies and drive sustainable consumption behaviour. The study
assesses customer attitudes towards green products in terms of factors
affecting them and examines the impact of green attitudes on purchase
intentions. Primary data collected and analysed using SPSS indicated that
environmental knowledge, environmental concern, interpersonal influence,
and value orientation are all related to customers’ green purchase attitudes.
Further, a linear regression analysis indicated that green purchase attitudes
impact purchase intentions. This information can assist businesses in
developing effective marketing strategies, improving product design, and
helping policymakers design initiatives to promote sustainable consumption
practices in India. Read Pdf |
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