Empirical Study on Consumer Characteristics for Buying Green Products: A

Abstract

The idea of green consumerism describes the preference for environment friendly products and services by consumers.This concept also aims to create a harmony between the intentions of consumer for embracing green products and marketing strategies of the firms by adopting sustainable marketing practices. At the age of rapid transformation consumers have shown interest for green offerings which has been interpreted in terms of high demand witnessed by markets.Companies are trying to meet the demand by incorporating innovations in their offerings. Products should be built considering the environmental impact however this may range from small to large. Extent to which consumer seeks awareness to adopt environment friendly products is a matter of debate. Brands have been loaded with green benefits as a tool to be in the evoked set of consumer recall. In order to create long term impact of green concept consumer attitude and awareness towards the use of green products need to be deeply studied. This research discusses the measures to study the awareness of consumers to buy products which are sustainable to environment.