1Assistant Professor, Marketing, Bharati Vidyapeeth Institute of Management and Research, New Delhi, India
2Assistant Professor, Management Studies, Bharati Vidyapeeth Institute of Management and Research, New Delhi, India, minakshisati.3@gmail.com
*Corresponding author Email-id: geetusapra@gmail.com
Online published on 30 June, 2016.
This study determine the factors influencing Ecologically conscious consumer behavior and to what extent identified factors influencing ecologically conscious consumer behavior will vary across Generations.
Data were collected from 415 respondents of New Delhi of different generations who were highly involved in making the purchase decision of their households.
The research findings reveal that GenY(1981–2010) is the consumer group which focuses more on purchasing green products. Our research indicates that the younger generation is more inclined towards the eco-friendly products.
Environmentally conscious consumption should become one of the key concerns in modern society in general and increasingly among the consumer population. As retailers are trying to adopt and encourage consumer behavior, it becomes the need the for every consumer, and not only the so called ecologically conscious consumers, to create a demand for ethically manufactured, marketed and consumed goods.
Ecologically conscious consumer behavior, Ecologically conscious consumer decision making, recycling behavior, environment friendly, Factor Analysis
