Environmental protection has become a key concern worldwide. It is caused by the prevailing ecological diff iculties. The fundamental concept of green marketing has emerged from the point of distress developed due to ecological imbalance. The range of studies that have been included in green marketing is to design, modify, and transform products. This also includes modification in the production method, packaging process, and promotional activity to create environmental consciousness among consumers. The change in consumer preference for the eco-friendly product over a conventional product is due to environmental protection. These changes shall provide a healthy eco-friendly inclination.
Therefore, thestudy on purchase intentionand purchase behaviour of consumer's towards eco-friendly products plays a vital role in reducing environmental toxic and aim to reach sustainable development of the society. Researchers have investigated facets of the role of demographic variables in predicting the purchase behaviour of consumers’ towards the eco-friendly product. This study has tried to find the probable reasons for deviation from the conventional approach. This research work has attempted to introspect into the application of green marketing strategies and purchase behaviour of consumers’ for eco-friendly products. This thesis has been prepared through different milestones. This research work has been started with an introduction to the research topic followed by an extensive review of literature related to the subject matter. Then the conceptual framework for the study was developed followed by research hypotheses. The testing of hypotheses was carried by using specified research methodology with the help of a structured questionnaire for conducting the survey. The results from data analysis wereinterpreted and thereafterthe thesis was concluded withby specifying thefinding, recommendation, limitation of the study and future scope.
The major challenge in this context is to know the consumer's perception, attitude, and behaviour towards purchasing of eco-friendly products. Based on the extensive review of the literature, this study addresses the causes that restrict consumers’ from using eco-friendly products. This study also scrutinizes the environmental consciousness of the respondents. This thesis intent to study the purchasing behaviour of consumer's for eco-friendly product pertaining to Odisha. The research work has been conducted by obtaining primary data and secondary data. This was utilized to gain deeper insights into dynamics of the purchase decision for eco-friendly products.
Furthermore, eight hypotheses have been verified to examine the impactof environmental knowledge, awareness about the eco-friendly product, attitude, subjective norms, perceived behavioural control, green marketing mix and purchase intention on purchase behaviour of consumers’ towards the ecofriendly product. A survey using a structured questionnaire has been conducted on 399 respondents to analyse their purchase behaviour for eco-friendly products..
The content validitywas checked asthe measurement scales wereborrowed from the preceding studies. To measure the convergent validity of the scale, factor analysis was performed. The correlation analysis was required to be done to assess the relationship between the constructs. This analysis helps in identifying the independentvariablesthat significantly predictthe purchase behaviour of consumers for an eco-friendly product.
The result of the study indicates that purchase intention is predicted by attitude for using the ecofriendly product, perceived behavioural control, subjective norms and green marketing mix except environmental knowledge and awareness. This result of the study suggests that marketers and policy makers need to give more attention towards enhancing environmental knowledge and uplifting the awareness level of consumers for an eco-friendly product.
