A Study on the Consumer Behaviour Towards Adapting to Green Products in the Dynamic Environment

Abstract

Aspects like green products literacy, orientation, mediating effects of the consumer attitude and social influence have been key factors that have helped shoot up the usage and preference of the sustainable products recently. In addition, the Covid-19 pandemic played a crucial role in help shaping the consumers attitudes and behaviour with respect to the eco- friendly goods and the hard-learned rule to reduce any wastages for an effective and efficient way to withstand the pandemic. The study aims to find the determinants and preventing factors that effects the consumer behaviour towards green products. It also throws light on the domino effect that is created in the society; which eventually makes people mindful and responsible of the usage of natural resources. The data for this study collected from 126 respondents residing in India showed that there was a significant usage of green products over the past years. Also factors like awareness, psychology, responsibility towards environment, cost of the product, eco-labels, initiatives to educate the public were a few major factors that had the most impact. Likewise, factors affecting the consumers buying behaviour have a foremost consequence on their purchasing decisions. Therefore, both the producers and consumers of the green / eco-friendly products are being more mindful about their consumption of the limited resources. Preventing factors of purchasing by the consumer includes high cost, limited range and non- availability of the desired product. In addition, limitations of the study include its sample size. Since the study has been conducted on a minor sample size the results of the study may vary in accordance the population size. Key words: Green Products, Sustainable development, eco-friendly, consumer behaviour, natural resources