A STUDY OF CONSUMER BUYING BEHAVIOUR TOWARDS GREEN PRODUCTS IN SHIMLA TOWN OF HIMACHAL PRADESH PROJECT REPORT
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Date
2018
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UHF,NAUNI
Abstract
ABSTRACT
Green product in India has been growing significantly due to the increased interest in the environment. Consumer today is increasingly “thinking green” and is willing to pay more for environmentally friendly products. The present study is conducted to study the consumer buying behaviour towards the green product and environmental beliefs of consumers in Shimla town of Himachal Pradesh. The study was conducted on 60 respondents living in the town. The findings revealed that majority of respondents are aware of the green products. It was also noted that main source of information that created awareness about green products was television followed by magazines and newspapers. Consumer are willing to pay more for green products due to feeling of environmental protection responsibility while some have also cited high level of satisfaction as the reasons. The major factor that strongly influenced the consumers buying behaviour of green products is the product followed by package, promotion and place. Many consumers have attributed non availability and expensiveness of products reasons restricting purchase of the green products. Consumers are found to be highly concerned with the impact of global climate change on the environment and their future generations. Thus the efforts should be made by the companies to spread the awareness about the benefits of the green products and the marketers should adopt robust marketing strategies and tactics to influence the buying behaviour of the consumers.
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