IMPACT OF GREEN MARKETING ON BUYING BEHAVIOUR OF CONSUMERS OF CHENNAI CITY - AN EMPIRICAL STUDY

Abstract

This paper emphasises on Green marketing practiced by companies that are committed towards sustainable development and corporate social responsibility. Majority of the organizations are taking efforts for implementing sustainable business practices because they recognize that products can be manufactured by infusing green initiatives suitably to satisfy the consumers preferences and minimize expenses on energy/water usage, packaging, transportation, etc. Attitudes of the consumers are changing towards environment protection, with a view to encourage innovation for conservation and the benefits that are derived from this source of innovation are certain to outlive the current generation. Green marketing involves multiple activities. This paper investigates the attitudes and beliefs of the customers on environment protection and their buying behaviour of eco-friendly products.

 The primary data was collected using Questionnaires from 120 Respondents which included questions associated with general information relating to assessment of factors impacting green marketing on buying behaviour of consumers in CHENNAI City. Under general environmental beliefs, the mean value of “Existence of plants and animals are primarily to be used by human beings” is 6.80 which is the highest. Whereas the mean value of “There are limits to which our industrialized society can expand” is 4.66 is the lowest. Under consumer environmental behaviour, the mean value of “Take your own bags to the supermarket” is 4.90 at the lower end and the mean value of “Use biodegradable products” is 4.180, the highest. Under consumer buying behaviour, the mean value of “I trust well-known brands to make products which work” is 6.90, the highest and the mean value of “How eco-friendly a product” is 4.14 which is the lowest. 

It is inferred from this study that the consumers are not adequately informed regarding communication of green product marketing initiatives and recommends the greater use of marketing and promotional measures to sell products that are environment friendly and function effectively. This study also points out that the Indian market for green products could be exploited more within consumer groups that have pro environmental values. Regression Analysis exhibits that the Green behaviors are insignificantly influenced by the environmental beliefs. Consumer buying behavior (Green product performance beliefs) is not significantly influenced by the environmental beliefs.