Green Product Pricing as a Factor of Purchasing Intention of Consumers

Abstract

The research tries to investigate the consumers purchasing behavior for green personal care products keeping the price as the main factors for the purchasing intention. Secondary data was used to find the purchasing intention of the consumers. Multiple literature reviews were studied and was found that price was the one of the important factors which form the purchasing behavior of the consumers. The literature reviews screened out that high income level of consumers hardly switch their product preference to other product if the price of the green products rises but the consumers who belong the low-income group are not in position to buy such goods if the price been charged for green product is high.