Paper Title
The Influence of Green Product Attributes on Consumer Choice and Satisfaction in Dakshina Kannada District
Article Identifiers
Authors
Amitha Shivananda , Madhushree
Keywords
Green attribute influence, Choice vs. satisfaction, Consumer preference, Moderating factors
Abstract
This study explores potential moderating factors such as age, income, and education level while investigating the impact of green product features on consumer behaviour, specifically choice and satisfaction. The study finds that even in cases where the price of a green product is the same as that of a non-green alternative, customers who prioritise green qualities are more likely to select green items, according to a quantitative survey conducted with 120 respondents in India's Dakshina Kannada District with employing Linear regression and one-way ANOVAs to analyse the relationships between variables. But overall contentment isn't directly impacted by greenness. It's interesting to note that although wealth and age don't appear to mitigate the link, education level may have an impact on product choice, necessitating more research. These results have important applications for enterprises. Value-driven customers can be drawn in by emphasizing the social and environmental advantages of green products, and overall pleasure can be increased by emphasizing eco-friendliness in conjunction with features like performance and aesthetics. Marketing communications that are customized and segmented according to educational attainment may also be successful. In the end, this research advances our knowledge of how consumers embrace green products and offers crucial information to help companies and legislators encourage sustainable consumption habits through focused advertising and product development.
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How To Cite (APA)
Amitha Shivananda & Madhushree (December-2023). The Influence of Green Product Attributes on Consumer Choice and Satisfaction in Dakshina Kannada District. INTERNATIONAL JOURNAL OF NOVEL RESEARCH AND DEVELOPMENT, 8(12), d510-d527. https://ijnrd.org/papers/IJNRD2312358.pdf
Issue
Volume 8 Issue 12, December-2023
Pages : d510-d527
Other Publication Details
Paper Reg. ID: IJNRD_211419
Published Paper Id: IJNRD2312358
Downloads: 000121984
Research Area: Commerce
Country: Dakshina Kannada, Karnataka, India
Published Paper PDF: https://ijnrd.org/papers/IJNRD2312358.pdf
Published Paper URL: https://ijnrd.org/viewpaperforall?paper=IJNRD2312358
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Journal Name: INTERNATIONAL JOURNAL OF NOVEL RESEARCH AND DEVELOPMENT(IJNRD)
ISSN: 2456-4184 | IMPACT FACTOR: 8.76 Calculated By Google Scholar | ESTD YEAR: 2016
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This work is licensed under a Creative Commons Attribution 4.0 International License and The Open Definition
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