INTERNATIONAL JOURNAL OF TECHNOLOGY MANAGEMENT & HUMANITIES
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Title:Consumer Purchasing Behaviour Towards Green Product” Go Green, Live Green
Abstract:This is an attempt to assess the present situation of consumer’s buying behaviour towards green product. Studies on green consumption behaviour in Uttar Pradesh (India) is neither popular nor conducted carefully, especially empirical studies. With the aim of contributing to this research field, this paper adopts a new approach to find out consumers perception and behaviours towards green consumption by constructing a survey tool. People are now more concerned with ways to protect the environment. For instance, consuming green product is one of the key initiatives that can be carried out by consumers. A consumer buying behaviour is influenced by cultural, social, personal and psychological factors. Green has become a mainstream issue driving millions of consumers to find out how they can live a more eco-friendly existence. This paper focuses on the changing consumer behaviour towards the usage of green products. According to the results of the analysis, environmental awareness, green product features, green promotion activities and green price affect green purchasing behaviours of the consumers in positive way.