Impact of perceived quality, perceived value and perceived price on satisfaction and purchase intention towards eco-friendly products

Abstract

The proposed study aims to understand the association between the perceived quality, perceived value and perceived price on satisfaction and purchase intention towards eco-friendly products at Dehradun, Uttarakhand, India. This study is a combination of descriptive and exploratory research. Both primary and secondary sources of data collection have been used for the study. For this research, a survey of 300 respondents has been taken into consideration. A close-ended questionnaire has been used to collect information from the respondents. A conceptual model has been proposed in the study which has been statistically tested using correlation and regression analysis. The study results show that perceived quality, perceived value and perceived price has a significant association with satisfaction and intention of consumers towards eco-friendly products. The research results will help the marketers in framing their strategic design for selling environment-friendly products and understanding their consumer well. The results of the study can be used by the government in promoting consumption and usage of eco-friendly products by initiating sustainability programs for consumers. A key limitation of the study is the dynamic nature of psychological sciences.