Buying Behaviour of Consumers towards Eco friendly Products

Abstract

The environmental problems have become critical now as the destruction due to human intervention in the ecosystem is grave and it should be addressed soon. It is imperative that the carbon footprint leaves behind by extraction, production, and consumption of consumer goods be addressed and reduced. Fortunately, customers started to realize the importance of eco-friendly products which inflict less or no harm to the environment. Manufacturers very well understand this scenario and are ready to include eco-friendly marketing and products in their marketing and production streams. Hence, the manufacturers and marketers of eco-friendly products need to understand and analyse the factors which decide the buying behaviour of eco-friendly customers. newlineKerala State is selected for the study and the data from 711 samples have been collected from four major districts; Kollam, Trivandrum, Ernakulam, and Alleppey. The convenience sampling method is adopted for data collection due to feasibility. The socio-economic profile of the customers is explained using frequency distribution and percentage analysis. The factors influencing the buying behaviour are explored by the exploratory factor analysis method. ANOVA is used to find any significant difference between the socio-economic profile of the eco-friendly customers and their attitude, awareness, and perception. newlineIt is found from the analysis that product features, environmental concerns, health consciousness, and values are factors affecting the buying behaviour of consumers for eco-friendly products. The attitude, awareness, and perception of the customers are positively correlated. It is also found that there is no significant difference between the demographic profile of the eco-friendly customers and their attitude, awareness and perception except for certain factors. newlineThis study will help the marketers, producers, and policy makers in identifying the potential area and take adequate steps to promote the eco-friendly consumption of goods and services. newline