International Journal of Applied Research
Vol. 2, Issue 3, Part L (2016)
A study on green purchasing behaviour of young consumers in Mettupalayam (Coimbatore District)
Protection of environment is an issue of key concern which has permeated into all spheres of life. Consumers are increasingly becoming concerned about the environment and various issues related to it at the global level. This change has encouraged a couple of organizations and has also compelled many organizations to respond with ‘environmentally’ friendly products. Green marketing is perceived as an opportunity by many organizations to achieve their long term goals. Green strategy can be effectively implemented only by persuading the consumers to buy green products. Hence the indepth study on green purchasing behaviour and their attitude towards green products is of crucial importance today. The focus on young consumers is understandable as this group is representing a new generation of consumers with a strong potential impact on green environment. Hence 130 young consumers of green products in the age group of 18–25 years in Mettupalayam (Coimbatore) are selected as sample by adopting snow ball random sampling method. The primary data are collected directly from the respondents through a structured questionnaire. Secondary data are collected from journals and websites. Statistical tools like simple percentages, weighted mean score, Pearson’s Product Moment Correlation and Two-way ANOVA are used to analyse data. It is found from the analysis that ‘Consumer Beliefs’, ‘Environmental Attitude’, and ‘Social Influence’ have a positive influence on the green purchasing behaviour. The influential factor on green purchasing behaviour namely ‘Consumer Beliefs’, ‘Environmental Attitude’, ‘Social Influence’ and ‘Quality of Products’ are significantly related with the overall green purchasing behaviour of the respondents. The findings of the study also insist the importance of educating the young consumers about the green environment. Hence if the suggestions given in the study are carried out both by the marketers and the young consumers, definitely India will shine as super power in the years to come.
How to cite this article:
Jaganath R. A study on green purchasing behaviour of young consumers in Mettupalayam (Coimbatore District). Int J Appl Res 2016;2(3):678-681.