Role of Ethics and Personal Value of Younger Generation Customers in Buying Behavior of Eco-Friendly Products - A Study in Kollam District

Abstract

The present study is concerned with buying behaviour of younger generation consumers of the eco-friendly products. The environmental issues have been taking new shape everyday due to modernization. These environmental changes have evolved the use of different chemical based products which have caused hazardous effects on the health of living organisms on earth. The risk of environmental degradation has been constantly increasing which is the matter of concern. To protect the environment from such degradation, the idea of choosing environmentally friendly products are being implemented for protecting our environment. The moral standards and the ethical values of the young generation have evolved them in using such eco-friendly products. This scenario has been proved efficient when the qualitative survey was done in the region of Kollam district constituting the young people from the colleges.