Green Consumerism Unveiled: A Study on Consumer Purchase Behavior Towards Green Products

Abstract

This research abstract provides a glimpse into a study focused on understanding consumer purchase behavior in the context of green products. Employing a mixed-methods approach, this study combines qualitative insights and quantitative analyses to explore the factors influencing consumers' choices, preferences, and motivations when it comes to environmentally friendly or "green" products. The qualitative component of the study involves interviews, surveys, and consumer behavior analysis to capture nuanced perspectives on the drivers behind consumers' decisions to choose green products. Simultaneously, quantitative data analysis will be utilized to identify trends, correlations, and statistical patterns associated with consumer preferences for eco-friendly options. Various dimensions of consumer purchase behavior will be investigated, including the impact of environmental consciousness, perceived product attributes, marketing strategies, and external factors on the decision-making process. The study aims to provide insights into how businesses and marketers can tailor their approaches to meet the demands of environmentally conscious consumers. The findings from this research are anticipated to offer valuable insights for businesses, marketers, and policymakers interested in sustainable consumption. By understanding the intricacies of consumer purchase behavior towards green products, stakeholders can develop targeted strategies, improve product offerings, and contribute to the broader goals of environmental sustainability. This study serves as a foundation for informed decision-making and future research within the realm of green consumerism.