Green Consumerism: A Special Emphasis on Purchase Behaviour towards Eco-Friendly Products in Bengaluru, India

Abstract

Green Consumerism is acquisition of a product in a market in sustainable way and eco- friendly environment. Now a days, our society is very much worried about our environment and the pollution caused by us. So, in order to protect our environment, we should follow green practice. Due to pollution and decomposition of Industrial waste, the ozone layer is getting depleted. The organization has to step forward to protect the environment by producing and selling. Moreover, because of this green product the sales of the organization can also be increased and it protects our environment. According to 2016 the green packaging global market value is 135.15 Billon U.S. dollar they are planning to reach 283.3 billion U.S. dollar by 2025.The study emphasis on factors influences the consumer behaviour toward Green Marketing. The questionnaire was prepared and sent to 373 people but, in that 283 respondents given their opinions. According to the study, the Vouch Factor, Environmental Factor and Reference Group are the factors influencing the consumer to Buying Behaviour Green Products