Factors Influencing the Buying Decision of Green Products by Consumers in Retail Markets- An Empirical Study

Abstract

Green marketing is a popular concept is catching the attention of consumers across the globe. Consumers and retailers are also responsible for protecting the environment. The growing awareness of the consumers about the significance of green marketing is making the retailers be alert-full in the future. Due to the impact of various factors consumers react or respond to the marketing program differently. Consumer behaviour is influenced by these factors jointly shape consumer behavior. Four factors that may influence the buying decision of green products by consumers were examined in this study: personal factors, general factors, economic factors, and psychological factors. Data were collected from the Rayalaseema region of Andhra Pradesh, one way ANOVA statistical tool has been used to analyze the data. All factors were found to have positive effects on buying decision of green products. The results also indicated that the perceived seriousness of environmental problems was the main contributor to buying green products.