MEASURING GREEN / SUSTAINABLE CONSUMPTION HABITS AMONG E- SHOPPERS
DOI:
https://doi.org/10.29121/shodhkosh.v5.i6.2024.1783Keywords:
Green Consumerism, Customer Sustainable Behaviour, E Shopping and Purchase IntensionAbstract [English]
Green consumerism assures the sustainability in consumer behaviour by which they safeguard the environment by opting more eco-friendly products.it starts from the production of eco-friendly products and continues through its process, promotion and packaging all ensuring environment protection. Business concerns have started strategically claiming their offerings as environmentally friendly products. Today, it is noticed that a change in the social behaviour of the modern generation encouraged to consume products which dis-harm the environment. People became more responsible towards maintaining the health of nature and wellness of the environment. Green consumption habit brings a healthy balance between businesses’ profit aims and customers’ sustainable behaviour. The main focus of this study is to find out the changing preference in the behaviour of online shoppers towards green consumption. A well administered questionnaire is distributed to collect the data on how consumers perceive green consumerism and to find out their readiness to accept eco -friendly products. From this study it is clearly understood that the customers are aware of the green and organic products launched on the market and they accept those products for the environment as well as health reasons irrespective of their price. The proposed study can help out to understand the attitude, awareness level and drivers of customer behaviour towards green consumption and how these factors influence us to arrive at a purchase decision. Moreover, the primary data is being collected from a small sample in a small area. Future studies can be conducted and explore other important findings as well. Understanding and predicting human behaviour is a complex task, this was an attempt to figure out customer attitude towards sustainability. It is tried to find out answers to these questions like, how they behave towards green consumption and how much active they are to protect the environment etc. this is the first try out discussing the consumption habits of e shoppers of customers in Coimbatore district.
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