UGC Approved Journal no 63975

ISSN: 2349-5162 | ESTD Year : 2014
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Published in:

Volume 6 Issue 6
June-2019
eISSN: 2349-5162

UGC and ISSN approved 7.95 impact factor UGC Approved Journal no 63975

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Published Paper ID:
JETIR1908B98


Registration ID:
235796

Page Number

762-769

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Title

FACTORS AFFECTING THE ADOPTION OF GREEN LIFESTYLE IN INDIAN ENVIRONMENT.

Abstract

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.

Key Words

green adoption behavior, green products, green marketing.

Cite This Article

"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

ISSN


2349-5162 | Impact Factor 7.95 Calculate by Google Scholar

An International Scholarly Open Access Journal, Peer-Reviewed, Refereed Journal Impact Factor 7.95 Calculate by Google Scholar and Semantic Scholar | AI-Powered Research Tool, Multidisciplinary, Monthly, Multilanguage Journal Indexing in All Major Database & Metadata, Citation Generator

Cite This Article

"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

Publication Details

Published Paper ID: JETIR1908B98
Registration ID: 235796
Published In: Volume 6 | Issue 6 | Year June-2019
DOI (Digital Object Identifier):
Page No: 762-769
Country: -, -, - .
Area: Engineering
ISSN Number: 2349-5162


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