A study on consumers’ perception towards eco-friendly products in Ahmedabad

Degradation of environment has led to increase in environment conscious consumers demanding eco-friendly products. This has forced companies to re-design their products which are environment friendly and offer it to such consumers. Green marketing refers to the process of selling products and/or services based on their environmental benefits/Consumers’ perceptions can influence the decision making process and buying behavior of the individuals.

This paper aims to understand the perception of consumers towards eco-friendly white goods, awareness about the availability of such products and the demographic profile of green consumers. From 105 responses it was found that all the respondents were aware about degradation of the environment and also availability of eco-friendly products. Only annual family income had significant influence on perception of the respondents towards eco-friendly air-conditioner. Green consumers are considered to be young, educated and of service class category. Eco-friendly products are perceived by the consumers to be highly priced, lacks proper promotion, difficult to identify from conventional ones and unsure about the quality or performance.