(Parsoya, 2021) This study delves into the evolving attitudes of customers towards environmental
conservation, which are driving innovation in this area. The benefits of such innovation are likely to
extend beyond our present generation. The research aims to examine the beliefs and attitudes of
consumers regarding environmental protection and their purchasing patterns for eco-friendly
products. Additionally, it assesses the effectiveness of marketers' attempts to raise awareness of
green brands among consumers. The study also investigates consumer behavior and the impact of
marketing communications in influencing consumers to opt for greener products. The research
employs a survey of consumer products utilizing questionnaires based on the Dunlap and Van Liere
HEP-NEP environmental survey and the Roper Starch Worldwide environmental behavior survey.
The study concludes that consumers do not receive sufficient exposure to green product marketing
communications and advocates for greater use of marketing and branding to promote and sell
effective environmentally friendly products. It also suggests that the Indian market for greener
products could be further exploited, particularly among consumer groups with pro-environmental
values.
(Megavannan, Arivazhagan, & Name, 2019) The governments of India and Tamil Nadu have taken
various measures to promote ecological awareness among the general public, and there is a growing
interest in this topic among individuals. However, when it comes to translating this intention into
purchasing decisions, people face certain obstacles. This research aims to examine customers'
decision-making process when it comes to buying green products. The study is limited to residents of
Chennai and focuses on two key factors: ecological consciousness and challenges related to
purchasing green products. The research uses convenience sampling to select 135 respondents and
collects data through a structured questionnaire. Statistical analysis tools are employed to analyze
the data. The study finds that customers' ecological consciousness plays a significant role in their
decision to buy green products, while a larger number of variables related to purchasing challenges
also have a significant relationship with green product purchasing decisions.
(Hameed & Waris, 2018) This research investigates the relationship between eco-labels and eco-
conscious consumer behavior when purchasing green products. It also examines the potential
mediating effects of consumer trust in green products and their concern for environmental
sustainability. While previous studies have explored consumer behavior and their evaluations of
green products, there has been a lack of research on the effects of eco-label comprehension on eco-
conscious consumer behavior. Eco-labels provide important information on product features,
specifically on the environmental impact of green products. Data was collected through convenience
sampling in Karachi, Pakistan, and this empirical study uses structural equation modelling to explore
the relationships between the study's variables. Additionally, the mediation effects of green trust
and environmental concern on consumer behavior were analyzed. The research findings
demonstrate a positive impact of eco-labels on eco-conscious consumer behavior, and the results
reveal that green trust fully mediates the relationship between eco-labels and eco-conscious
consumer behavior. However, there was no mediating effect of environmental concern between
eco-labels and eco-conscious consumer behavior. Therefore, investing resources in eco-label design
and raising awareness about environmental sustainability can aid in promoting eco-conscious
consumer behavior.
(Kong Wilson, Harun Amran, Sulong Rini Suryati, 2014) Increased consumer awareness towards
green products has brought greater attention to green consumerism. Thus, the purpose of this study
is to examine how consumer perception of green products influences their intention to purchase
such products. The study defines perception of green products as a multidimensional variable that
includes green corporate perception, eco-label, green advertising, green packaging, and green
product value. The research collected 159 survey responses from individuals above the age of 18 in
Sabah. The results show that among the various components of consumer perception, green
corporate perception, eco-label, and green product value have a significant positive influence on
green purchase intention. Furthermore, the study indicates that eco-label and green product value
have the largest impact on consumers' intention to purchase green products. However, both green
advertising and green packaging have no significant effect on consumer intention to purchase green
products.
(None & Kumar Datta, 2011) The study aims to determine consumers' pro-environmental concerns,
environmental knowledge, eco-friendly product awareness, and provide recommendations based on
their green buying behavior in India. The study investigates whether pro-environmental concerns
among Indian consumers predict their green buying behavior. The research utilized descriptive
statistics, factor analysis, and correlation techniques to analyze the findings. The results indicate that
consumers' pro-environmental concerns significantly affect their green buying behavior. Although
consumers are interested in purchasing eco-friendly products, not many are willing to pay a higher
price for such products. The survey also reveals that consumers' awareness of eco-friendly products
and their environmental concern impact their green buying behavior. Increased demand from
consumers will help reduce the production cost of eco-friendly products. To accelerate the
consumption of eco-friendly products, it is important to promote awareness among consumers that
their buying choices can make a difference to the environment.
(Megavannan, Arivazhagan, & Challapalli, 2019) Environmental concern has become a critical issue
for humans worldwide, as the current state of the environment continues to deteriorate. It has
become a significant challenge for both developed and developing nations to address environmental
issues. People are increasingly focused on the green movement to protect nature. The aim of this
study is to identify the factors that influence green product purchasing intentions among the
residents of the metropolitan city of Chennai. A structured questionnaire was distributed to 268
respondents who were aware of green products. Three factors related to buying intentions for green
products were analyzed: ecological consciousness, motivation, and attitude towards green products.
The study found that ecological consciousness played a major role in green product purchasing
intentions, followed by attitude towards buying green products and motivation to purchase green
products.
(Bommenahalli Veerabhadrappa et al., 2023) This paper reviews the literature on factors influencing
green buying behavior among individual consumers (B2C) and organizational consumers (B2B) and
proposes a future research agenda. The paper categorizes common and specific factors that
influence green buying and uses the Theory-Context-Characteristics-Methodology (TCCM)
framework to analyze 120 research articles from various fields. The common factors for B2C and B2B
include price sensitivity, risk perception, ecological knowledge, emission reduction, recycling, green
packaging with eco-labels, and green communication. Specific factors for B2C consumers include
environmental consciousness, product benefits, health consciousness, self-identity, price, cultural
dimensions, and word of mouth. Specific factors for B2B consumers include triple bottom line,
payback, green supplier selection, supplier quality, supplier responsiveness, green compliance, green
supply chains, green innovations, competitive advantage, and corporate social responsibility. The
paper proposes a future research agenda for this domain.
(Kumudha & Deepa, 2016) The worsening ecological issues have led to consumers' increasing
concerns about environmental consciousness, resulting in a shift towards purchasing green products.
As a result, firms are taking steps to develop eco-friendly approaches in the green market industry.
This study aims to investigate the level of awareness of green products among consumers in
Coimbatore and explore the relationship between environmental consciousness and green product
usage. Primary data was collected from 150 respondents through a questionnaire, while secondary
data was gathered from published sources. The paper discusses the importance of environmental
consciousness, the level of consumer awareness, factors influencing green product usage, and
concludes that while consumers in Coimbatore are aware of environmental problems and green
products in the market, their attitude and behavior towards green purchases need improvement.
(V. Sharma et al., 2013) Growing global concern for climate change and global warming has led to an
increasing interest among firms in environmental protection and sustainable development. Many
firms have responded by developing green products to cater to environmentally conscious
consumers. To develop effective marketing strategies to encourage green purchases, these firms
seek to identify the factors that influence environmentally conscious consumers' behavior. Various
factors, including demographic and psychographic factors, environmental awareness and concern,
price and quality of green products, Perceived Consumer Effectiveness (PCE), environmental
attitude, information, promotional activity, and availability, have been studied in the past. However,
these factors have not been examined together in the context of green purchase behavior of
consumers in Central India. This study reviews relevant literature on these factors and employs
factor analysis to identify the factors that influence green purchase behavior. Data was collected
using a convenient sampling method in five major cities in Madhya Pradesh, with 650 questionnaires
distributed, and 390 questionnaires were considered for final research purposes, with a 5% error of
margin and 5% level of significance. The study identified seven major factors (1. Awareness &
Concern, 2. Price & Quality, 3. PCE, 4. Information, 5. Attitude, 6. Promotional activity, and 7.
Availability) that influence green purchase behavior in Central India.
(Rahman et al., 2020) The global climate change crisis is intensifying rapidly, with many developing
countries struggling to cope with its impacts. While these countries must adopt environmentally
sustainable practices, challenges related to awareness and consumer behavior towards eco-friendly
products remain significant obstacles. This study focuses on the context of Bangladesh and seeks to
examine actual purchase behavior towards green products among consumers. Using the Theory of
Planned Behavior (TPB), a survey of 240 consumers, and Partial Least Squares-based Structural
Equation Modeling (PLS-SEM) analysis, the study finds that consumer attitude towards the
environment, subjective norms, and perceived behavioral control positively influence behavioral
intention, while behavioral intention positively influences actual purchase behavior. The implications
of these findings for policy-makers, investors, and stakeholders are discussed along with theoretical
and practical considerations. Finally, the study concludes by identifying limitations and suggesting
future research directions.
(Naz et al., 2020) The study aimed to identify the factors that affect consumers' behavior towards
purchasing eco-friendly products. Data was collected from 1185 university students in Hungary and
analyzed using multiple regression and exploratory factor analysis. The results revealed that
willingness to pay and green purchase intention are the primary factors affecting green purchase
behavior, while environmental knowledge also has a positive impact. There was no demographic
bias in the behavior of young students, who showed sufficient knowledge of environmental issues
and willingness to pay for eco-friendly products. The study provides valuable insights for
policymakers and marketers in promoting green products, and future research could further explore
this theoretical framework using different constructs and methodologies.
(Adrita, 2020) Although consumers are becoming more environmentally conscious, their actual
purchase behavior towards green products often does not reflect this concern. Bangladesh, with its
environmental conditions and economic growth, presents a promising market for green products.
This study examines the relationship between consumers' actual purchase behavior and the
availability, information, and price of green products to understand why Bangladeshi consumers are
hesitant to make green purchases. A survey was conducted using a structured questionnaire, and
regression analysis was performed on the responses of 350 participants. The results indicate that
each variable has a significant impact on consumers' actual behavior, with product availability and
information having the highest impact on actual purchase behavior.
(A. P. Sharma, 2021) This study analyzed 232 previous studies to develop a green purchase decision-
making model and identify influencers and barriers to green consumer behavior. Three major
themes were identified, including personal factors, green purchase, and green marketing mix.
Concern for the environment and perceived usefulness were identified as major influencers, while
lack of environmental knowledge, price, and perceived risks were identified as barriers. A green
purchase decision model was proposed, and future research areas were suggested
(Bhatti & Negi, 2020) The Earth's environment is facing adverse conditions due to the disturbance of
the natural cycle by the industrial revolution, leading to changes in biodiversity, acid rain,
greenhouse effects, and contamination of resources. Traditional marketing focused on consumers'
needs and led to abundant use of natural resources, but green marketing has been adapted as an
initiative to improve the situation. In India's mass consumerism market, consumer attitudes towards
green products have elevated due to increased awareness. The study aims to identify the impact of
consumer behaviour factors on the purchase of green products by using regression analysis to
determine the beta values. The research provides insight to retailers to understand consumer
perceptions and views on purchasing green products, which can help sell green products, create
consumer satisfaction, save the environment, and provide a competitive advantage to producers and
sellers.
.(Sun et al., 2022) The COVID-19 pandemic has prompted consumers to consider environmental
issues, and while green products are crucial for sustainability, factors that influence their purchase
behavior are unclear. This study aims to examine the impact of social media marketing on
consumers' green product purchase behavior in the post-pandemic era using an extended theory of
planned behavior (TPB) model to understand the influencing factors of Chinese consumers' green
product purchase behavior. Results of 489 questionnaires indicate that social media marketing,
product knowledge, and crisis awareness have a direct or indirect positive effect on purchase
intentions, while perceived behavioral control and intentions have positive effects on behavior. The
attribution of responsibility facilitates the relationship between intentions and behaviors. The
findings have important implications for sustainability strategies of enterprises and provide a
framework for studying green buying behaviors in Chinese culture in the post-pandemic era.
(Geap et al., 2018) The aim of this study was to investigate how various factors of the green
marketing mix, including product, price, place, and promotion, affect consumer behavior towards
purchasing green products. The study was conducted at a university in Kedah state, and 160
respondents were surveyed using a questionnaire. The data was analyzed using frequency analysis,
reliability analysis, and multiple linear regression. The findings of this study would help practitioners,
researchers, and marketers to identify the most important factors of the green marketing mix that
affect consumer behavior towards purchasing green products. This knowledge could be applied to
future research and business strategies for success in the green marketing field.
(Alhattali et al., 2021) This study aims to examine consumers' purchase behavior towards green
products in Oman using primary data collected through questionnaires from 78 Omani consumers.
Smart PLS 3.0 was used to analyze the data, revealing that there is a positive and significant impact
between consumers' attitude towards green brands and intention to purchase green products, as
well as between green brand knowledge and intention to purchase. However, there is a negative
impact between green brand positioning and intention to purchase. The study concludes that
quality, price, reliability, and advertising are crucial factors in attracting consumers towards green
products, and highlights the need for manufacturers to make more efforts to produce and promote
green products to consumers.
(Mostafa, 2007) The aim of this study is to examine how cultural values and psychological factors
influence the green purchase behavior of consumers in Egypt. A conceptual model was developed
and a large sample of 1093 consumers participated in the survey. The results provide support for the
validity of the proposed model. The findings indicate that consumers' natural environment
orientation, ecological knowledge, and environmental concern have an impact on their attitudes
towards green purchase. Furthermore, consumers' attitudes towards green purchase influence their
actual behavior, mediated by their green purchase intention. However, an important finding is that
the link between intention and actual purchase is weak. Although consumers in Egypt express
concern about the environment and their willingness to purchase green products, their actual
behavior may not consistently reflect this concern. The study was conducted in 2007 and published
in Wiley Periodicals, Inc.
(Lin & Niu, 2018) The Paris Agreement of 2015 marks a significant global effort to combat the effects
of climate change. As a result, there has been a growing awareness among both nations and
consumers to pay greater attention to environmental protection and engage in green-oriented
purchasing behaviors. This study focuses specifically on Taiwanese consumers and analyzes 649 valid
questionnaires. Exploratory factor analysis is used to extract trait factors, while confirmatory factor
analysis and structural equation modeling are employed to verify the scale and structural model,
respectively. The results indicate that consumers' environmental knowledge, environmental
consciousness, and social norms have a positive impact on their environmental attitudes, as well as
their sense of well-being. Additionally, environmental knowledge and social norms have a positive
effect on consumers' purchasing intentions and behavior towards green products. Therefore,
companies must respond to consumer demands and fulfill their social responsibility by providing
green products that satisfy consumers' needs.
Gender
Male 69
Female 51
Gender
Male
Female
Age
10-20 3
20-30 79
30-40 27
Above 40 11
Gender Age
Oct-20
20-30
30-40
Above 40
Phd 23
Post Graduate 54
Graduate 33
12th 10
Chart Title
Phd
Post Graduate
Graduate
12th
Student 56
Businessman 12
Government employee 18
Private employee 12
Self employed 12
Others/Professionals 10
Chart Title
Student
Businessman
Government employee
Private employee
Self employed
Others/Professionals
Below 200000 38
200000-400000 30
400000-600000 11
Above 600000 44
Above 600000
400000-600000
Series1
200000-400000
Below 200000
0 5 10 15 20 25 30 35 40 45 50
Urban 51
Rural 25
Semi-urban 44
Urban
Rural
Semi-urban
Yes 111
No 9
Yes
No
Yes 87
No 10
Sometimes 23
Yes
No
Sometimes
Television 14
Newspaper 26
Friends/Relatives 30
Social media 50
Television
Newspaper
Friends/Relatives
Social media
Furniture 32
Herbal medicine 55
Electrical appliances 52
Organic food 76
Household cleaning products 54
Beauty products 67
Clothing 41
Automobile 29
Furniture
Herbal medicine
Electrical appliances
Organic food
Household cleaning
products
Beauty products
Clothing
Automobile
Strongly agree 64
Agree 52
Neutral 5
Disagree 0
Strongly disagree 0
Chart Title
70
60
50
40 Series1
30
20
10
0
Strongly Agree Neutral Disagree Strongly
agree disagree
No , i will not 8
I definitely will 86
May be 26
No , i will not
I definitely will
May be
Yes 119
No 1
Yes
No