GREEN PRODUCTS AWARENESS IN CITY LUCKNOW: A DETAILED STUDY
Keywords:
Green products, Economic growth, Environment, ConsumersAbstract
The rise in economic growth has led to doubling of real household disposable income and consequently changes in the consumption pattern. These changes have placed a heavy load on environment. Sustainability of economic development itself hinges crucially on the protection of environment. Government has recognized environmental concerns, but Government approach is through legislative routes, which are more mitigative rather than preventive. The purpose of this study is to examine the level of awareness of the consumers of green products and whether they have made any green purchases and what type of green purchases have been made by them. In the study, Descriptive Cross-sectional research design has been employed. A close-ended questionnaire has been developed as the survey instrument, after detailed exploratory process. A pilot survey has also been carried out. Content Analysis has been performed to identify potential errors in the survey administration. Quota and Shopping Mall Intercept Sampling schemes have been employed for the data collection. Data was collected from 450 respondents, out of which 395 questionnaires were found complete in all the aspects. The study shows the awareness of the green products and their motivating factors which induce them to make green purchases.They are aware of the environmental friendly products or green products, most of them considered green product is good for the environment and are willing to buy green products if it is available in the category. Product characteristics are the instigators for the consumers to make purchases. As a producer and marketer companies should focus upon marketing their product in a way that it is easily identifiable by the consumer which will help them in gaining competitive advantage.
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