Antecedents of Green Products Purchase Decision among Urban Consumers

Abstract

In the present scenario, the environmental protection has emerged as a great concern newlinefor governments and business organizations. Consumers through their environmental concern are newlineinterested in integrating environmental issues into their purchasing decisions. Today, newlinetransformation is taking place in consumer purchase decision due to ecological concerns and newlinelifestyle. In order to develop effective marketing strategy, marketers need to understand such newlinetransformation. Understanding consumer decision making process has great impact on the newlineeconomic prosperity of the marketers. Environmental factors affect consumer decision (Booi Chen newlineTan, 2011). A growing number of consumers are particularly interested in ways to eliminate their newlinenegative influence on the environment and green marketing efforts are focused on such activity newline(Robert Dahlstrom, 2011). The green product purchasing and consumption gain importance in the newlinechanging of lifestyle of consumers. The consumer gains the central position in the perspective of newlinethe business in the green products marketing. newlineThe review of literature revealed that the green product purchase decision was newlineimpacted by positive attitude, perception, collectivism and perceived consumer effectiveness. newlineMore the positive outward environmental attitude, more intense is the environmental conscious newlinebehaviour. Consumer lifestyle influence green products purchase. Though studies were done to newlinesegment Indian Consumers to identify the factors influencing purchase of green products, lifestyle newlinesegmentation was not adopted much in the fast changing environment. Hence the present study is newlineconducted on a comprehensive manner, covering the factors influencing green product purchase, newlinealong with environmental attitude. As the lifestyle is an important indicator of green products newlinepurchase, the study is attempted to bring out similarities and differences, if any, prevailing among newlinerespondents based on various lifestyles. newlineIn order to achieve a long-term sustainable development,