Title: Consumer Perception Regarding Eco-Friendly Fast Moving Consumer Goods in India
Abstract:The environmental issues such as global warming, ozone depletion, water and air pollution, loss of species, and farmland erosion have led to the current alarming environmental crisis that threaten the...The environmental issues such as global warming, ozone depletion, water and air pollution, loss of species, and farmland erosion have led to the current alarming environmental crisis that threaten the environment as well as life. There is more risk than ever before that earth is warming under human influence, according to a year 2007 report compiled by the UN's Intergovernmental Panel on Climate Change (IPCC), warning that only substantial and sustained reduction of greenhouse gas emissions will limit the disaster of climate change. Thus, behaviour is a key source as well as the main solution to the environmental problems. As a result, the personal consumption decision is of growing interest of firms in various fields and some firms have changed their corporate culture to be more environmentally responsible, and have developed environmentally friendly products and services to meet the demand of environmentally conscious consumers. However, despite positive forecasts, demand for environmentally friendly products didn't grow as expected and both attitude-behavior and intention-behavior gaps emerged. Although public opinion polls consistently show that consumers would prefer to choose a product over one that is less friendly to the environment when all are equal, those other things are rarely equal in the minds of consumers. The purpose of this study is to discover what barriers, if any, inhibit Indian consumers who want to live a green lifestyle from purchasing green household and personal care products. This research looks into and explores the influence of demographical variables and the four traditional marketing-mix elements, i.e. product, price, place and promotion on attitude and purchase intentions of consumers of various demographics on eco-friendly products.Read More
Publication Year: 2014
Publication Date: 2014-01-01
Language: en
Type: article
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Cited By Count: 1
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