• ANITA RANI
• Dr. Parminder Kaur

Green marketing is a process to develop products and services that satisfy the needs of consumer without making harmful impact on the environment. This paper aims to investigate the influence of factors named; perceived risk, perceived benefit, perceived quality, conditional value, emotional value and attitude towards green products on green adoption behavior of Indian consumer. A total of 400 respondents were surveyed through the self-administered questionnaire approach. Regression analysis was employed to examine the influencing factors of green adoption behavior in the study area. The results suggested that perceived benefit, perceived quality, conditional value, emotional value and attitude towards green products positively and significantly influence green adoption behavior and there is a negative relationship between perceived risk and green adoption behavior. The research provided some valuable suggestions for further green marketing strategies.

green adoption behavior, green products, green marketing.

"FACTORS AFFECTING THE ADOPTION OF GREEN LIFESTYLE IN INDIAN ENVIRONMENT.", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.6, Issue 6, page no.762-769, June-2019, Available :http://www.jetir.org/papers/JETIR1908B98.pdf

"FACTORS AFFECTING THE ADOPTION OF GREEN LIFESTYLE IN INDIAN ENVIRONMENT.", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.6, Issue 6, page no. pp762-769, June-2019, Available at : http://www.jetir.org/papers/JETIR1908B98.pdf