Factors Influencing Consumer’s Thoughts on Green Marketing Practices
The developing interest among the customers all over the world concerning safety of surroundings, Worldwide evidence indicates people are concerned about the environment and are changing their behavior. As a result of this, green marketing has emerged which speaks for growing market for sustainable and socially responsible products and services. The main objective is to find the factors influencing consumer’s thoughts on green marketing practices. Factors identified may be inter related but not independent. Hence, the objective is also to group these factors based on the commonalities and name it accordingly. Survey was conducted and consumers have been asked to give their opinion about the factors influencing their thoughts on green marketing practices. The opinion is obtained for twenty three statements which are related to the factors influencing the consumer’s thoughts on green marketing practices by adopting scaling technique, namely, Likert Five Point Scale. A multi variant statistical technique called factor analysis is applied. In this Principle factor method with orthogonal varimax rotation is used to group the related factors and also other relevant statistical methods are used for data analysis. From the results it is observed that Green Consumer, Environmental Protection, Recycling of Waste, Green Buying Behavior and Preference of Green Products are the identified dimensions factors , which influence the thoughts of consumers towards green marketing practices.
Green marketing, sustainability, Green buying behavior
Ashok M. V | Dr. Richa Bhalla