Title: IMPACT OF ENVIRONMENTAL AWARENESS ON CONSUMER ATTITUDES TOWARDS SELECTED GREEN PRODUCTS IN YOUNG CONSUMERS OF DEHRADUN
Abstract:Green is the buzz word in today’s scenario. Green marketing and green products has become a highly attractive subject. Corporate are constantly trying to find the best way to reach the customers with ...Green is the buzz word in today’s scenario. Green marketing and green products has become a highly attractive subject. Corporate are constantly trying to find the best way to reach the customers with their green message. Customers and businessmen are depending more on environment and have started to pay more attention to the protection of environment. Green consumption is a contributing cause of environmental change, and environmental integrity requires the encouragement of favourable consumer attitudes towards green products. Unfortunately, among consumers, there is limited engagement in this behaviour. Therefore, the purpose of this study was to expand the environmental awareness and knowledge base of consumers leading to favourable consumer attitudes, related to certain selected green products and question the limited participation by identifying barriers that constrain consumers. The study is conducted to explore consumers’ existing level of environmental awareness and whether it is reflected in the evaluation and selection of selected green products. The target group is selected using non- probability sampling techniques from Dehradun, the capital of Uttarakhand. The results also highlight the product attributes important to the participants while selecting these green product such as price, availability and functionality of the green products along with certain environmental attributes which did not feature high in the consideration. Environmental awareness was low and also did not have much of impact on the consumer attitudes leading to the purchase of selected green products, even though participants indicated that they do care about the environment but to a limited extent.Read More
Publication Year: 2015
Publication Date: 2015-01-01
Language: en
Type: article
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