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

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

Authors
Mradul Bharadwaj1, *, Jitender Kumar Dixit2
1Research Scholar, Dept. of Business Management, GLA University, Mathura, India
2Associate Professor, Dept. of Business Management, GLA University, Mathura, India
*Corresponding author. Email: mradul.e13912@gmail.com
Corresponding Author
Mradul Bharadwaj
Available Online 17 October 2024.
DOI
10.2991/978-94-6463-544-7_43How to use a DOI?
Keywords
Green Product; Eco-friendly; Consumer perception; Attitude; Environment
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.

Copyright
© 2024 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the 2nd International Conference on Emerging Technologies and Sustainable Business Practices-2024 (ICETSBP 2024)
Series
Advances in Economics, Business and Management Research
Publication Date
17 October 2024
ISBN
978-94-6463-544-7
ISSN
2352-5428
DOI
10.2991/978-94-6463-544-7_43How to use a DOI?
Copyright
© 2024 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

TY  - CONF
AU  - Mradul Bharadwaj
AU  - Jitender Kumar Dixit
PY  - 2024
DA  - 2024/10/17
TI  - Investigating Factors Influencing Consumer Green Behavior towards Green Products and Green Purchase Decision
BT  - Proceedings of the 2nd International Conference on Emerging Technologies and Sustainable Business Practices-2024 (ICETSBP 2024)
PB  - Atlantis Press
SP  - 649
EP  - 667
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-544-7_43
DO  - 10.2991/978-94-6463-544-7_43
ID  - Bharadwaj2024
ER  -