GREEN CONSUMERISM: CONSMER
PURCHASE INTENTION AND BEHAVIOUR
TOWARDS GREEN PRODUCTS IN FMCG
SECTOR.
THIS STUDY IS FOCUSED ON THE GROWING CONCERN
TOWARDS THE GREEN CONSUMERISM. THE AIM OF
THIS STUDY IS TO EXAMINE THE CONSUMERS
PURCHASE, INTENTION AND BEHAVIOUR TOWARDS
THE GREEN PRODUCT AND THE FACTORS THAT
INFLUENCE ITS PURCHASE .
THE GREEN CONSUMERISM IS KNOWN AS THE
PROCESS THAT PRESENT THE SAFEGAURD TOWARDS
THE UNETHICAL BUSINESS. THE GREEN CONSUMER IS
THE ONE WHO SUPPORT THE ECO-FRIENDLY
PRODUCTS AND BUSSINESS THAT DO NOT HARM THE
ENVIRONMENT. NOW TALKING ABOUT THE FMCG IT IS
THE FAST MOVIG CONSUMER GOODS THAT PLAYS AN
IMPORTANT ROLE IN CONSUMER PURCHASE.
NOW THE FMCG PRODUCTS ARE THOSE THAT ARE
NATURALLU GROWN WITHOUT HARMING THE
ENVIRONMENT, DO NOT CONTAIN CHEMICALS,AND
RE-USABLE AND BIO -DEGRADABLE, AND MANY MORE.
AND WITH THE INCREASING POPULARITY TOWARDS
THE GREEN PRODUCTS THE FMCG PRODUCTS ARE
NOW TAKING THE LIMELIGHT. AND TALKING ABOUT
THE GREEN CONSUMERISM IT IS BASICALLY THE
CONCEPT IN WHICH CONSUMER ARE MORE
CONCERNED ABOUT THEIR ENVIRONMENTAL
SURROUNDING AND MAKE ONLY ECO-FRIENDLY
PURCHASES.AND IT IS GETTING IMPORTANT BECAUSE
WITH CONCERN TOWARDS ENVIRONMENT BUSINESS
ARE NOW ALSO FOCUSING TOWARDS THE GREEN
PRODUCTS.AND SINCE THE CUSTOMER ARE LOOKING
FOR GREEN PRODUCTS SO IT IS ALSO BENEFITING THE
COMPANIESIN INCREASING THEIR BUSINESS.
SINCE THIS PRODUCTS ARE ECO FRIENDLY THEY ARE
SOMEWHAT EXPENSIVE IT IS REVEALED IN STUDY THAT
PEOPLE WHOSE INCOME IS MORE THAN 1,00,000
RUPEES CAN AFFORDE THIS KIND OF PRODUCTS MORE
EASILY. AND THE STUDY EVEN REVEAL THAT PEOPLE
WHO LEAVE IN NUCLEAR FAMILY ARE MORE OPEN
OTO GREEN PRODUCTS THAN THE ONE LEAVING IN
JOINT FAMILY.
BUT THERE ARE SOME POINTS THAT ACCORDING TO
ME IS MISSING THAT IS WHILE RESEARCH THERE ARE
MANY BEHAVIOUAL AND PERSONAL ACCPECT THAT
HAS NOT BEEN MENTIONED WHILE DOING THE
RESEARCH. EVEN IN TOWARDS THE GENDER BASED
ATTITUDE THERE IS NOT ANY SPECIFIC BARS THAT HAD
BEEN USED.