Purchase Intentions towards Green Products: A study on Consumers of Delhi

Abstract

Green Consumer Behaviour is defined as a behaviour when a consumer tries to understand the reasons and concerns behind the degradation of the environment, which ultimately leads to the harmful effects on the planet. Environmental disparities are the result of humans action which have deteriorated the environmental structuring. Many people these days are more attentive towards the environmental friendly practices. Consumer are going green and adapting habits that are sustainable and eco-friendly. Hence, it is now relevant that consumers use green products which does not harm the environment. The present study was undertaken to study the factors that play crucial role behind selection of green products by a consumer. Precisely, the aim of the study was to understand the purchase intentions of consumers living in Delhi while buying selected green products. The data was collected from 120 consumers living in Delhi who purchased selected green products in last 6 months. The data was collected using questionnaire for three selected Green product categories; Food products, body care products and clothing. It was revealed that consumers buy green products (food and body care products) based on their past experience, whereas while buying clothing, they focus more on certification and green label of the brand. Overall, extent of purchase intention was found to be high amongst the consumers.