Assessing The Factors Impacting Consumer Behaviour Towards Green Marketing and Eco-Friendly Products in Nagaland

Shamim Ahmed; Manoj E. Prabhakar

doi:10.36948/ijfmr.2023.v05i06.9209

Assessing The Factors Impacting Consumer Behaviour Towards Green Marketing and Eco-Friendly Products in Nagaland

Author(s)	Shamim Ahmed, Manoj E. Prabhakar
Country	India
Abstract	Environmental issues are becoming increasingly popular as people and governments worldwide grow more conscious of them. Green marketing emerged as a result, and businesses now employ it as one of their profit-making and environmental-protection strategies. The late 1980s and early 1990s saw a gradual rise in the use of green marketing. Green eco-friendly items are now the focus for both consumers and manufacturers, leading to product innovation. When making purchases, green consumers, also called eco-conscious or sustainable consumers, prefer goods and services that are sustainable and favourable to the environment. Today's media and social movements are also raising consumer awareness of the potential environmental effects of products. Marketers have embraced the idea of green marketing in order to thrive in the face of these societal shifts. This study aims to investigate how green marketing affects consumers' attitudes and buying behaviour. The study was conducted in Nagaland using a structured questionnaire based on the Theory of Planned Behaviour (TPB), and the data was analysed using Exploratory Factor Analysis (EFA). The EFA identified three constructs of consumers’ attitudes toward green marketing and eco-friendly products, viz. “Environmental Concerns and Green Products”, “Customer Trust”, and “Purchase Intention”. The survey revealed that Nagaland consumers have a positive outlook on eco-friendly and green products. Consumer behaviour toward purchasing green eco-friendly products are unaffected by demographic factors.
Keywords	Green Marketing, Green Consumers, Theory of Planned Behaviour
Field	Business Administration
Published In	Volume 5, Issue 6, November-December 2023
Published On	2023-11-22
Cite This	Assessing The Factors Impacting Consumer Behaviour Towards Green Marketing and Eco-Friendly Products in Nagaland - Shamim Ahmed, Manoj E. Prabhakar - IJFMR Volume 5, Issue 6, November-December 2023. DOI 10.36948/ijfmr.2023.v05i06.9209
DOI	https://doi.org/10.36948/ijfmr.2023.v05i06.9209
Short DOI	https://doi.org/gs63zb

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Assessing The Factors Impacting Consumer Behaviour Towards Green Marketing and Eco-Friendly Products in Nagaland

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