Consumer Insights on Green Products: an Exploratory Study

Customers are becoming more environmentally conscious, and they are incorporating more environmentally friendly items into their daily lives. Even though India's market for eco-friendly goods is still developing, this is anticipated to alter. The global green movement has been growing quickly. The study's primary goal is to determine consumer awareness of green products and how that awareness affects customers' green purchasing decisions. Additionally, it would give companies a chance to enter this market by learning about the qualities consumers seek, the aspects that affect their decision to purchase, and their willingness to pay. Green consumer purchasing behaviour is influenced by customer awareness of green products. The introduction of more green products is one way that the market is changing as a result of consumer knowledge and motivation. Indian customers are far less aware of environmental issues and green products than consumers in wealthy nations. But in India, green is quickly taking over as the colour that represents environmental awareness. The opportunity for marketers to persuade consumers is developing as a result of consumers' growing knowledge of where green products come from and their concern over the worldwide environmental issue. The analysis of customer awareness of environmentally friendly products is the focus of this study.