Towards Excellence

(ISSN No. 0974-035X)
(An indexed refereed & peer-reviewed journal of higher education)
UGC-MALAVIYA MISSION TEACHER TRAINING CENTRE GUJARAT UNIVERSITY

CONSUMERS’ BUYING BEHAVIOUR TOWARDS ECO-FRIENDLY PRODUCTS WITH SPECIAL REFERENCE TO TUMAKURU, KARNATAKA

Authors:

Ningappa T, Siddappa .

Abstract:

In the present era, there has been a growing trend of concern among society regarding environmental issues. Consumers are now more conscious of environmental matters; however, they still hesitate when it comes to buying and utilizing eco-friendly products. This research aimed to explore the influence of consumers' perceptions, reference groups, and lifestyles on their buying intention of eco-friendly products. Additionally, it investigated the promotional activities on buying intention towards eco-friendly products. The study also examined the relation between buying intention and buying behaviour of eco-friendly products. To validate the research model, the researcher collected data from 150 consumers in Tumakuru City, Karnataka, who had experience in buying and using eco-friendly products. Confirmatory factor analysis and structural equation modelling are statistical techniques used in the research to examine the relationships between observed variables and latent constructs using SPSS 20.0 and AMOS 26.0. The specific results of the verification are as follows. Firstly, the four independent variables such as promotional activities, perception, reference group, and lifestyle have a substantial influence on the buying intention of eco-friendly products. Secondly, there is a significant relationship between buying intention and buying behaviour of eco-friendly products. These findings contribute to the available body of literature regarding eco-friendly consumption by shedding light on the intention-behaviour gap. Moreover, the theoretical implications of these findings lie in understanding the factors that influence consumers' buying intentions and behaviour towards buying eco-friendly products, while the practical implications provide insights into how to encourage the consumer to become environment-friendly behaviour by buying/utilizing environment-friendly products and also indulge managers in the implications of environment-friendly practices in the manufacturing, delivering and encouraging more number of consumers to make use of eco-friendly products for sustainable development of the nation.

Keywords:

Eco-friendly products, Buying Intention, Buying Behaviour, 

Vol & Issue:

VOL.16, ISSUE No.1, March 2024