Customer Purchase Intention Towards Green Products: A Study based on Health Consciousness snd Ecological Affect

Authors

  • Rakesh.Raj.C, R. Sreejith, Anu Antony

Abstract

Green product is an evolving business all around the globe. The awareness about green products is spread through social media and other platforms. The study is conducted among the youngster and middle-aged people of Kerala to identify their influence of health consciousness and ecological affect on purchase intention. There were 161 respondents who stated their opinion on the current study. The reliability of my data was >.60, hence data set was relavant.The analysis was done using SPSSv21 and all the hypothesis framed were having a significance level<.001 and hence the intended variables-health consciousness and ecological affect has a positive impact on purchase intention of the customer.In future studies, green marketing and product knowledge can be added as additional variables. We can also extend the study to rural areas and different customer groups. Green product has high importance among youngster in the nation and hence there is huge market potential.

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Published

2020-05-12

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Section

Articles