GREEN MARKETING: A STUDY OF CONSUMERS’ PURCHASING BEHAVIOR OF SELECTED ECO-FRIENDLY PRODUCTS

Vrutika Desai; Krupa Bhatt

doi:10.55955/330003

Authors

Ms. Vrutika Pravinbhai Desai GLS University https://orcid.org/0009-0004-0073-1951
Dr. Krupa Bhatt GLS University

DOI:

https://doi.org/10.55955/330003

Keywords:

Consumer behavior, Green Products, Green Buying behavior, Green Marketing

Abstract

The phrase "green products" is widely used to describe products and services that try to protect or enhance the environment during manufacture, use, or disposal through resource conservation and decreased use of hazardous chemicals, pollution, and waste. The Present study is on the subject of green consumer purchase behavior. This study explores the awareness and knowledge of Green Products. After consumers realized how their purchasing decisions, directly and indirectly, impacted the environment and their health, they began making more green purchases. Most studies that analyze it don't clearly define any particular product categories, such as organic food, green clothing, green electronics, green cleaning trends, ethical personal accessories, reusable containers, eco-friendly home goods, green cosmetics or organic personal care, green furniture, etc. Contrary to general green products, different product categories have different factors that influence consumer choice. Therefore, the paper aims to perform a complete holistic review of the fragmented and divergent studies on specific product categories. The purpose of consumer behavior research on green issues is to identify the rules that govern green consumption and make specific suggestions for promoting green consumption. Each sustainability value should come from home.

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