Impact of Demographic Variables for Purchase of Green Products
Keywords:
Green products, Consumer behavior, Theory of Planned Behavior, Demographic variablesAbstract
As the concern for the environment is increasing day-by-day, a shift in consumption pattern can be witnessed among consumers. They are following sustainable consumption practice. The consumers are demanding the products which are pro-environmental in product production process, consumption process, communication process as well as disposable process. The manufacturers have also responded to the demands of consumers. The concept of the green marketing is evolving over a period of time in India and manufacturers are following green practices to make their product greener. The current study has focused on understanding the impact of demographic variables (gender, age, income, and education) on purchase of the green products among Indian consumers. The research methodology followed a survey method to collect data from 509 respondents from Delhi-NCR. Analysis of Variance (ANOVA) and Multianalysis of Variance (MANOVA) was conducted to test the hypotheses and results were interpreted. Limitation of the study was discussed and future research scope was discussed.
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