Eco-Friendly Products and Consumer Perception
ZENITH
International Journal of Multidisciplinary Research
Vol.1 Issue 5, September 2011, ISSN 2231 5780
ECO-FRIENDLY PRODUCTS AND CONSUMER PERCEPTION
SUDHIR SACHDEV*
*Assistant Professor, Manav Rachna College of Engineering,
Sector 43, Aravlli Hills, Delhi Surajkund Road,
Faridabad, Haryana -121004.
ABSTRACT
As resources are limited and scarce while huma n wants are unlimited, it is important for the marketers to utilize the resources effectively and efficiently without wastage as well as to achieve the organization 's objective. Green marketing is inevitable for the attainment of long term mission and vision of an organization. There has been rising awareness among the consumers all over the world concerning protection of the environment. People do desire to bequeath an uncontaminated earth to their offspring. This research paper covers various forms of environmentally concerned consumer behavior and their determinants. The understanding of environmentally concerned consumer behavior is of importance to consumers, business, market place, educationists, public policy makers, thinkers and academicians.
The last decades have seen a progressive increase in environmental consciousness worldwide as the environment moved from a fringe to a mainstream issue and consumers became more concerned about it. However, despite positive forecasts, demand for environmentally friendly products didn‘t grow as expected and both attitude-behavior and intention-behavior gaps emerged. Thus, this study endeavors to explore why people do not buy environmentally friendly products by finding out which are the main constraints impeding them to translate their green intentions into actual purchase behavior. Needless to say, paramount significance is going to be attached to eco-friendly products as they shall come to occupy the centre stage in coming years.
Commensurate with that, there will be a shift in consumer perception albeit at a low pace in coming years.
International Journal of Multidisciplinary Research
Vol.1 Issue 5, September 2011, ISSN 2231 5780
ECO-FRIENDLY PRODUCTS AND CONSUMER PERCEPTION
SUDHIR SACHDEV*
*Assistant Professor, Manav Rachna College of Engineering,
Sector 43, Aravlli Hills, Delhi Surajkund Road,
Faridabad, Haryana -121004.
ABSTRACT
As resources are limited and scarce while huma n wants are unlimited, it is important for the marketers to utilize the resources effectively and efficiently without wastage as well as to achieve the organization 's objective. Green marketing is inevitable for the attainment of long term mission and vision of an organization. There has been rising awareness among the consumers all over the world concerning protection of the environment. People do desire to bequeath an uncontaminated earth to their offspring. This research paper covers various forms of environmentally concerned consumer behavior and their determinants. The understanding of environmentally concerned consumer behavior is of importance to consumers, business, market place, educationists, public policy makers, thinkers and academicians.
The last decades have seen a progressive increase in environmental consciousness worldwide as the environment moved from a fringe to a mainstream issue and consumers became more concerned about it. However, despite positive forecasts, demand for environmentally friendly products didn‘t grow as expected and both attitude-behavior and intention-behavior gaps emerged. Thus, this study endeavors to explore why people do not buy environmentally friendly products by finding out which are the main constraints impeding them to translate their green intentions into actual purchase behavior. Needless to say, paramount significance is going to be attached to eco-friendly products as they shall come to occupy the centre stage in coming years.
Commensurate with that, there will be a shift in consumer perception albeit at a low pace in coming years.
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