Impact of social norms on consumer perception towards green consumer durable products: An analytical study in Delhi/NCR

Abstract

Social norms are the social behavior of the individual to observe things. It is a generally accepted principle of society. Social Norms can be changed according to the environment, situation, and culture in which they are found. Accordingly, people's behavior may also change. As we observed that there is a severe threat to our natural environment and its deteriorating condition may cause harmful impacts on human health. Although in the present times the societies have become more aware and concerned about the environment but still a long way to achieve the target of a healthy environment. Consumer perception is going towards the changes in the perspective of consumption of goods and services and it tries to move towards green products as compared to conventional products. In that way, green marketing promotes and supports green products. The core objectives of the study are to find out the impact of social norms that form consumer perception towards green consumer durable products, especially in Delhi/NCR. To prove the hypotheses of the study descriptive statistics has been used with the help of statistical packages for social sciences software version 26. A well-structured 5 point Likert scale questionnaire is formed to collect the data with the help of a simple random sampling method.