TO STUDY FACTORS MOTIVATING USE OF GREEN CONSUMER PRODUCT
Keywords:
Green marketing, Eco-Friendly products, Green brands, Green productsAbstract
The use of green marketing is the echo used in the industry, which is used to describe business activities that attempts to reduce the negative impact of the products / services provided by the company so that it is environmentally friendly. As the society becomes more concerned with the natural environment, the business has started to modify its process in an effort to resolve new issues of society. Some businesses have quickly accepted changes such as new challenges or environmental management, to reduce the difference in waste with the organization's activities. To succeed in implementing a green marketing strategy for a company, it should not be forgotten by consumers' attitude towards green marketing. The result of this paper can give an idea to adopt suitable strategies to trigger the marketer of the market, which will give them the ability to overcome major problems related to regular marketing techniques and bring about change for green marketing. Ultimately, marketers can save a lot on overhead cost and associated entities in the market. Keeping this in mind, this letter is an attempt to explain the awareness of consumers in the direction of green marketing and green branding, as well as with the concept of green marketing. The purpose of this study is to get a deeper understanding of the factors that can affect the green purchases of food products in the store. In this way, our main research question, which we want to answer with our study: "What are the key factors that affect the behaviour of purchasing environment-labelled products?" Along with this main research, we are also interested to know that 'shelf space' is an important factor which can affect the choice of eco labelled products in the consumer store. Due to lack of data, there is no clear understanding about the role of shelf space in purchasing decisions of green products. In order to answer these questions, we will examine all these factors and try to understand their impact on the consumer's buying behaviour.
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