Abstract
India now ranks 3 rd after China and USA in the Primary Energy consumption. One of the sectors which have shown a sharp increase in the domestic sector. Keeping in mind the impacts on the environment and associated expenses, reduction in energy consumption in this sector is an important domain of research. The paper aims to analyse the role of Green Marketing and its tools in affecting the Energy-saving and Green Product Buying behaviour in the Domestic Sector. The factors considered for the analysis seem to have strong correlation hence Descriptive Statistics doesn’t give a clear picture. Therefore a more advanced market research tool such as factor analysis helps in understanding the factor loadings. At the same time, an effort made is to understand whether price or Environmental Concern plays a pivotal role in buying an Energy-efficient appliance. The research proves the significance of Green marketing in influencing the buying Behaviour and Energy-saving behaviour as Respondents claim they are highly influenced by Green Packaging and Environmental Beliefs. It can also be noted that although advertising plays a good role in spreading awareness amongst respondents, it is not a significant factor to change their perception regarding the purchase of Green products. Recommendations are made to augment the extent of exploration in the study of Green marketing and its role in energy-saving behaviour. Keywords: Consumer Behaviour, Environmental Belief, Energy Saving, Green Marketing JEL Classifications: G2, M3, O4 DOI: https://doi.org/10.32479/ijeep.10567
Highlights
There has been a recent shift or transition in the buying behaviour of the consumers all over the world owing to the environmentrelated issues and climate change associated risk
Awareness of Energy Saving Opportunities in the Domestic Sector The respondents in the Figure 1 below show that 58.9% of the respondents agree that the domestic sector has energy-saving opportunities
The KMO and Bartlett’s Test and Factor Analysis suggests that Availability and Advertising Campaigns influence the Energy-Saving Behaviour in the domestic sector, the later research contradicts the analysis in the Buying behaviour of a Green Consumer
Summary
There has been a recent shift or transition in the buying behaviour of the consumers all over the world owing to the environmentrelated issues and climate change associated risk. The golden rule of marketing says “Customer is king” and the organizations are adapting to the change in the way of conducting businesses. The advent of Triple Bottom Line “People, Planet and Profit” is laying a foundation and new guidelines for conducting business. Today as we know is in the path of transition from conventional theories towards the new era- The Green Marketing. There has been a transition in the customer attitude towards energy savings. The advent of Sustainable Development Goals in 2015 has brought all the nations to make a blueprint to achieve a better and more sustainable future for all mankind
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