“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.