Consumers buying behavior on green products – an analytical study

The concept of green was neither prominent in the late 1980’s nor was the concept of green marketing/consumerism globally popular till 1990’s. Environmental deterioration and global problems have together paved the way for the emergence of green marketing. This paper suggests assessing the consumer buying behaviour towards green products. Based on the past literature conceptual framework was developed. Based on the Discriminant function analysis age, marital status, family monthly savings and type of purchase have significantly discriminate into low user and high user. Keyword: Green Marketing, Green Product, Buying Behaviour and Environment