Evaluation of Consumer Perception and Behaviour toward Eco Friendly Products within the Urban Context of Salem City
DOI:
https://doi.org/10.26703/JCT.v20i2-10Keywords:
Consumer Behaviour, Consumer Perception, Eco friendly Products, Environmental Safety, Targeted Strategies, Salem CityAbstract
The research assesses the perception and consumer behaviour of eco-friendly products and the urban setting of Salem City in order to establish how the awareness, attitude and perception is translated into sustainable purchasing behaviour. The degradation of the environment and the change in lifestyle has added a great deal of interest to products which makes minimal ecological impact however the knowledge-to-purchase behaviour among consumers is still wide in the developing world. The study assumes an exploratory type of design that is backed up by the quantitative method of analysis in order to absorb the multidimensional characteristics of the eco-conscious consumption. Primary data of the study were obtained from eco-friendly consumers using structured questionnaire circulated among 361 respondents who were selected through snowball sampling. The discriminant analysis and Hierarchical regression statistical applications were utilized in rating the consumers in terms of their environmental orientation. The findings validated the existence of perception as a major factor affecting behaviour and consumers with awareness of personal and social benefits of green products have more consistency in their attitudes and behaviours.
Downloads
References
Akehurst, G., Afonso, C., & Gonçalves, H. M. (2012). Re-examining green purchase behaviour and the green consumer profile: New evidences. Management Decision, 50(5), 972–988.
Alniacik, U., & Yilmaz, C. (2012). The effectiveness of green advertising: Influences of claim specificity, product’s environmental relevance and consumers’ pro-environmental orientation. Amfiteatru Economic Journal, 14(31), 207–222.
Biswas, A., & Roy, M. (2015). Green products: An exploratory study on the consumer behaviour in emerging economies of the East. Journal of Cleaner Production, 87(1), 463–468.
Boztepe, A. (2012). Green marketing and its impact on consumer buying behavior. European Journal of Economic and Political Studies, 5(1), 5–21.
Chen, Y. S. (2010). The drivers of green brand equity: Green brand image, green satisfaction and green trust. Journal of Business Ethics, 93(2), 307–319.
Dagher, G. K., & Itani, O. (2014). Factors influencing green purchasing behaviour: Empirical evidence from the Lebanese consumers. Journal of Consumer Behaviour, 13(3), 188–195.
Dangelico, R. M., & Vocalelli, D. (2017). “Green Marketing”: An analysis of definitions, dimensions, and relationships with stakeholders. Business Strategy and the Environment, 26(4), 457–475.
Delafrooz, N., Taleghani, M., & Nouri, B. (2014). Effect of green marketing on consumer purchase behavior. QScience Connect, 2014(5), 1–9.
D’Souza, C., Taghian, M., & Khosla, R. (2007). Examination of environmental beliefs and its impact on the influence of price, quality and demographic characteristics with respect to green purchase intention. Journal of Targeting, Measurement and Analysis for Marketing, 15(2), 69–78.
Eze, U. C., & Ndubisi, N. O. (2013). Green buyer behavior: Evidence from Asian consumers. Journal of Asian and African Studies, 48(4), 413–426.
Gleim, M. R., Smith, J. S., Andrews, D., & Cronin, J. J. (2013). Against the green: A multi-method examination of the barriers to green consumption. Journal of Retailing, 89(1), 44–61.
Han, H., Hsu, L. T. J., & Sheu, C. (2010). Application of the theory of planned behavior to green hotel choice: Testing the effect of environmental friendly activities. Tourism Management, 31(3), 325–334.
Joshi, Y., & Rahman, Z. (2015). Factors affecting green purchase behaviour and future research directions. International Strategic Management Review, 3(1–2), 128–143.
Kaufmann, H. R., Panni, M. F. A. K., & Orphanidou, Y. (2012). Factors affecting consumers’ green purchasing behavior: An integrated conceptual framework. Amfiteatru Economic Journal, 14(31), 50–69.
Kushwah, S., Dhir, A., & Sagar, M. (2019). Understanding consumer resistance to the consumption of organic food. British Food Journal, 121(9), 2001–2016.
Liobikienė, G., & Bernatonienė, J. (2017). Why determinants of green purchase cannot be treated equally? The case of green cosmetics. Journal of Cleaner Production, 162, 109–120.
Nguyen, T. N., Lobo, A., & Greenland, S. (2017). Energy efficient household appliances in emerging markets: The influence of consumers’ values and knowledge on their attitudes and purchase behaviour. International Journal of Consumer Studies, 41(2), 167–177.
Peattie, K., & Crane, A. (2005). Green marketing: Legend, myth, farce or prophesy? Qualitative Market Research, 8(4), 357–370.
Rana, J., & Paul, J. (2017). Consumer behavior and purchase intention for organic food: A review and research agenda. Journal of Retailing and Consumer Services, 38, 157–165.
Rezai, G., Teng, P. K., Mohamed, Z., & Shamsudin, M. N. (2013). Going green: Survey of perceptions and intentions among Malaysian consumers. International Business and Management, 6(1), 104–112.
Singh, A., & Verma, P. (2017). Factors influencing Indian consumers’ actual buying behaviour towards organic food products. Journal of Cleaner Production, 167, 473–483.
Tan, B. C. (2011). The roles of knowledge, threat, and PCE on green purchase behaviour. International Journal of Business and Management, 6(12), 14–27.
Yadav, R., & Pathak, G. S. (2016). Young consumers’ intention towards buying green products in a developing nation: Extending the theory of planned behavior. Journal of Cleaner Production, 135, 732–739.
Zhou, L., & Wong, A. (2008). Exploring the influence of green consumption values on green purchase behaviour. Asia Pacific Journal of Marketing and Logistics, 20(3), 437–454.
Downloads
Published
License
Copyright (c) 2025 N. Shanthi, Dr. D. Thiruniraiselvi
This work is licensed under a Creative Commons Attribution 4.0 International License.
