Understanding the Factors Responsible for the Adoption of Green Products by Consumers in the Indian Market

Abstract

The paper aims towards understanding the factors responsible for the adoption of green products by consumers in the Indian market. A well-structured survey questionnaire was developed and circulated to 327 participants. Various factors associated with the adoption of green products were taken into account. They were analyzed by using descriptive statistics and factor analysis. The paper concludes that 61.2% of the respondents were willing to adopt green products and the 77.1% of the respondents are aware of green products and various benefits associated with them. An effort was made to understand the influence of green labelling on the adoption of green products by consumers. From the survey, it was inferred that green labelling is an important tool used by consumers for verifying and procuring green products. It was also found that factors like “concerns about the environment” and “recommendations from family and friends” significantly influence consumer's purchase decisions about green products.