Factors affecting consumer's green product purchase decisions: an empirical approach

Abstract

Green marketing has emerged as an important marketing domain. The organisations are making large investments to facilitate innovation of new green product lines and also to improvise the existing ones to make it more environment-friendly. The market is responding to such changes by preferring green products over conventional products. The literature suggested various probable factors that influenced consumer’s green product purchase decisions. The present research focused on finding specific conclusive factors that impacted green product purchase decisions. Three hypotheses were developed to unravel these factors. The study highlighted the importance of funding and efficient distribution network as main factors influencing green product purchase decisions. These insights about the factors influencing the consumer’s green product purchase decisions would help marketers devise attractive credit schemes for purchasing green products, seek government funding and develop innovative integrated marketing communication for convincing consumers about it being beneficial investment in the long run besides enhancing availability of quality green product in the market. This would in turn lead to increase in consumption and spur green product demand in the respective categories. The study also calls for innovation in the distribution network of green products so as to positively impact consumer’s green product purchase decision, besides reducing cost.