Consumer Behaviour on Purchase of Green Products through Online Among College Students in Coimbatore

Registration ID: IJNRD_217016

Published ID: IJNRD2403679

DOI: Click Here to Get

JAGANATH R

Green Environment, Green Products, Young Consumers, Consumer Beliefs, Environmental Attitude, Social Influence, Quality of Products.

This study investigates the consumer behavior towards the purchase of green products online among college students in Coimbatore. With growing environmental concerns and an increasing availability of green products through online platforms, understanding the factors influencing the purchase decisions of college students becomes crucial. The study employs a mixed-methods approach, combining surveys and qualitative interviews to gather insights into the motivations, attitudes, and barriers shaping green product purchasing behavior. Additionally, the study examines the impact of demographic variables and online marketing strategies on consumer behavior. Findings reveal that while environmental consciousness and product attributes play significant roles in driving green product purchases, factors such as price sensitivity, product availability, and trust in online vendors also influence decision-making. The study contributes to both academic research and practical implications for businesses seeking to promote sustainable consumption among college students in Coimbatore's online marketplace. The primary data are collected directly from the respondents through a structured questionnaire. Secondary data are collected from journals and websites. Statistical tools like simple percentages, weighted mean score and Two-way ANOVA are used to analyse data. It is found from the analysis that ‘Consumer Beliefs’, ‘Environmental Attitude’, and ‘Social Influence’ have a positive influence on the green purchasing behaviour. The influential factor on green purchasing behaviour namely ‘Consumer Beliefs’, ‘Environmental Attitude’, ‘Social Influence’ and ‘Quality of Products’ are significantly related with the overall green purchasing behaviour of the respondents. The findings of the study also insist the importance of educating the young consumers about the green environment. Hence if the suggestions given in the study are carried out both by the marketers and the young consumers, definitely India will shine as super power in the years to come.

Published Paper   E-Certificate

JAGANATH R (March-2024). Consumer Behaviour on Purchase of Green Products through Online Among College Students in Coimbatore. INTERNATIONAL JOURNAL OF NOVEL RESEARCH AND DEVELOPMENT, 9(3), g676-g685. https://ijnrd.org/papers/IJNRD2403679.pdf

Volume 9 Issue 3, March-2024

Pages : g676-g685

Paper Reg. ID: IJNRD_217016

Published Paper Id: IJNRD2403679

Downloads: 000121984

Research Area: Commerce

Country: COIMBATORE, TAMILNADU, India

Published Paper PDF: https://ijnrd.org/papers/IJNRD2403679.pdf

Published Paper URL: https://ijnrd.org/viewpaperforall?paper=IJNRD2403679

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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