Title: Consumers' attitude and purchase intention towards 'green' products: a study of selected FMCGs

Authors: Sargam Bahl Walia; Harish Kumar; Naveen Negi

Addresses: Graphic Era Hill University, Dehradun, Uttarakhand, India ' Graphic Era Hill University, Dehradun, Uttarakhand, India ' Graphic Era Hill University, Dehradun, Uttarakhand, India

Abstract: The present study attempts to understand the ever dynamic consumers' attitude and purchase intention towards green products under category of Fast Moving Consumer Goods. The objective of the study is to assess the consumer attitude and purchase intention towards 'green' products under key elements of marketing mix as well as identify factors that affect consumer purchase intention. A survey was carried on 500 respondents associated with four retail outlets selling green products and conventional products in Dehradun, Uttarakhand, India. Factor analysis technique was used which led to the extraction of maximum common variance from all variables. Multiple regression analysis was carried out to understand the relationship shared amongst variables. The results revealed that there is a significant effect of green marketing mix variables on the attitude towards green behaviour and purchase intention towards green products.

Keywords: consumer attitude; purchase intention; marketing mix; green products; FMCG.

DOI: 10.1504/IJGE.2019.104507

International Journal of Green Economics, 2019 Vol.13 No.3/4, pp.202 - 217

Received: 18 Oct 2019
Accepted: 25 Oct 2019
Published online: 16 Jan 2020 *

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