Consumer Attitude towards Green Products: An outlook from India’s Green State

Abstract

This study ascertained the importance of factors like product quality, level of awareness and the role of advertisement in consumer attitude to green products in Kerala. The key question is, how do consumers perceive, when they see green practices and products around them. The is a descriptive study and the sample unit consists of frequent & non-frequent users of two green product categories and/or who were aware of them. The consumer attitude (CA) towards green products reveals, seventy-five percent were willing to pay a price premium of one to ten percent, and ten percent agreed to pay a price premium of eleven to thirty percent. Forty percent consumers will not buy green products immediately. For consumers, the environment is not an actionable priority, and has to be imposed by the state and businesses, through heightened community awareness and experiences. The originality of this paper lies in assessing consumer Attitude towards green products from India’s Green state, in the context of local climatic pressures and the various green production and branding initiatives.