Measuring Consumers’ Perception and Determinants of Green Purchase
Abstract
In the late 20th century ecological issues have emerged as a serious concern among corporate world.Simultaneously consumers also become environmentally conscious and want to buy eco-friendly products, which compelled to businesses to address these concerns in the light of sustainability and economic growth. Green marketingwhich also sometimes known as sustainability marketing, environmental marketing or ecological marketing is an opportunity to build innovative products and technologies that meet customer needs in the market. It has also received a tremendous boost with the revival of environmental consciousness among consumers. The study examines consumers’ perception towards green products and factors which influence the green purchase. Information was obtained from 600 consumers resides in two cosmopolitan cities (Chennai and Hyderabad) on justified sampling method. Multiple Regression techniquewas used to know the consumers perception and Exploratory Factor Analysis (EFA) was used to identify the influencing factors for green products. The findings reveal that consumers have positive perception for green products and most influencing factor is eco-labels followed by promotion, price, availability and quality for green purchase.
