Effect of Green Products on Consumer Attitude –a Sustainable Approach
In the era of globalization the demand for green product undoubtedly exists, greening activities provide opportunity to the companies to increase their market-share by introducing eco friendly products. No doubt, remarkable competition is going on among the consumer, industrial and service products. Since society becomes more anxious with the natural environment while consumer behaviour become more challenging toward greening activities of developing country like India . This paper focuses the behaviour of the consumer and greening activities about the green products so called environmental friendly products. The study explores consumer perceptions and readiness about environment friendly products particularly people in emerging economies like India have high concern for greener environment and have an overall positive attitude towards green marketing.
Sustainability, Consumer Behaviour, Green Product, Variables
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