CONSUMER BEHAVIOR TOWARDS PURCHASE OF GREEN PRODUCTS WITH SPECIFIC PRODUCT CATEGORY

Marketing as a discipline has evolved over a period of time where the traditional concept imparts that goods were produced to be sold to the customers and the modern marketing states that goods are produced according to the needs and demand of the customers. The current marketing management emphasis...

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Bibliographic Details
Published in:Indian journal of management science 2015-06, Vol.5 (1), p.66
Main Authors: Laheri, Vishal Kumar, Anupam
Format: Article
Language:English
Subjects:
Accreditation
Certification
Consumer behavior
Consumers
Consumption
Cosmetics
Cosmetics industry
Decision making
Environmental impact
Exports
Farming
Food processing industry
Food products
Green products
Marketing
Natural & organic foods
Organic farming
Studies
Textiles
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Summary:Marketing as a discipline has evolved over a period of time where the traditional concept imparts that goods were produced to be sold to the customers and the modern marketing states that goods are produced according to the needs and demand of the customers. The current marketing management emphasises on satisfying the needs of the customers without any environmental degradation. So, an increased awareness with regard to consumer decision making towards the purchase of green products is necessary. The present study selected organic food and cosmetic product categories for assessing the decision of the consumers towards such products. A total of six manufacturers, three each from organic food and organic cosmetic products were interviewed to gain insights about the organic industry in India. In the second phase, 45 respondents were interviewed to examine their purchase decision with respect to organic food and cosmetic products. The results indicate that consumers are not so much aware about the organic products. The study identified certain enablers and barriers of organic food purchase which will offer guidelines to the marketers so as to understand the attitude and preferences of consumers towards organic food and cosmetic products.
ISSN:2249-0280
2231-279X