Consumer Behavior on Green Products

Abstract

Purpose: The purpose of this study is to examine consumer behavior towards green products, with particular emphasis on awareness, environmental understanding, and adoption intentions among urban and educated consumers in India. The study also seeks to understand how cultural values and external influences shape consumers’ perceptions and willingness to engage with environmentally friendly products.
Design/Methodology/Approach: The study adopts a quantitative research approach to assess consumer awareness, environmental knowledge, and behavioral drivers related to green products. Data were collected from urban consumers and analyzed to evaluate awareness levels, perceptions of sustainability, and the influence of social factors and government initiatives. The Indian context, shaped by rapid urbanization and cultural traditions such as Ayurveda, is integrated into the analytical framework.
Findings: The findings reveal that consumers demonstrate a relatively high level of awareness regarding green products, particularly items such as LED lights, reusable crockery, and paper bags, with an overall awareness score of 72.33%. Furthermore, a significant proportion of respondents recognize green products as sustainable, reflected in a sustainability awareness score of 75%, indicating a strong understanding of their environmental benefits. The results also highlight that environmental knowledge, social influence, and policy initiatives are all key to determining consumer behavior and willingness to pay for green products.
Originality: This study contributes to the existing literature by offering empirical insights into green consumer behavior within the Indian context, where traditional ecological values intersect with modern sustainability concerns. By linking cultural influences, environmental awareness, and behavioral drivers, the study provides a nuanced understanding of green product adoption in a rapidly urbanizing economy.
Paper Type: Empirical Research Paper