Understanding Consumer Behavior Toward Electric Appliances: A Social Perspective

The purpose of this study is to examine the factors influencing consumer behavior towards eco-friendly electric appliances.

The study is conducted on the basis of primary data collected from 300 consumers of eco-friendly electric appliances in Coimbatore District. The sample respondents have been selected on the basis of systematic random sampling from the list of customers obtained from the dealers of eco-friendly electric appliances. The statistical tools like percentage analysis, ANOVA, and multiple regression analysis have been employed to analyze the data using SPSS 22.

The findings of the study indicated that consumer behavior towards eco-friendly electric appliances has been influenced positively and significantly by environmental concern, cultural and social factors, and product experience. However, consumer awareness has made a significant influence on consumer behavior.

The results of the study have indicated the factors influencing consumer behavior towards eco-friendly electric appliances. The manufacturers of eco-friendly electric appliances could draft suitable policies for the product design and marketing of these products.

The present study is conducted among the consumers of eco-friendly electric appliances in Coimbatore District. This study contributes to the available literature in the field of consumer behavior.