Global Advanced Research Journal of Management and Business Studies (ISSN: 2315-5086) Februay 2018 Vol. 8(1), pp 006-015

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Original Research Articles

Facets Impacting Consumer Behaviour to Purchase Green Products: A Move towards Sustainability

*Kulbir Kaur Bhatti, and **Abhishek Negi

*Department of Management Studies, Graphic Era University, Dehradun, India.Research Scholar, Mob: +91-9711520076, email id: bhatti.kulbir@gmail.com

**Faculty of Marketing, Department of Management Studies, Graphic Era University, Dehradun, IndiaMob: +91-9897907867, email id: negi.abhishek07@gmail.com

Accepted 21 March 2018

Abstract 

Environmental conditions of the globe are getting adverse. As an initiative for improving this situation green marketing is adapted by business entities and their customers. Indian market is characterized by mass consumerism. Gradually due to increased awareness attitude of consumer towards green products have substantially elevated. Motive of the study is to identify factors that affect their purchase behaviour. Survey was conducted with 43 item structured questionnaires using 5 point Likert Scale. Out of 525, 472 validated responses were obtained from Delhi. Data was analysed using Confirmatory Factor Analysis and Regression. Factors are identified that persuade customers to purchase green products. This research is competent for entire supply-chain specially retailers. They should strategically work on these factors giving emphasis to the values of customers and environment before producing and launching product into the market. This will create satisfaction of consumers, save environment and give competitive advantage to producers and sellers.

Keywords: environment; Green marketing, Business, Customer, Green Product, Awareness, Supply Chain, Strategically, Satisfaction, Competitive Advantage.