Impact of Green Products on Consumer Purchase Decision in Coimbatore City of Tamil Nadu

Abstract

Aim: The purpose of the study is to find the awareness of consumers towards green products, factors influencing them to purchase the green products and the problems faced by consumers while purchasing the green products in Coimbatore city Design of the Study: The study is empirical in nature as the study aims to find out the Impact of green products on consumer purchase decision in Coimbatore city. The study is carried out with a survey through a well structured interview schedule. Collection of data for the purpose of the research study is in the form of primary data as the study being empirical in nature. Methodology: The sampling technique involved is purposive sampling. The study is limited only in Coimbatore city. The data were collected from the customer who were aware about the green products. The survey conducted in customers of organised retail stores. In this study, total samples is 100.Tools used for analysis were percentage analysis, factor analysis and Garett’s Ranking Technique. Findings: Consumer Awareness towards green products was high and it indicated that they were having high environmental concern. Most of the sample respondents were college graduates and they have good knowledge about the green products. Consumer attitude towards purchase of green product was high. Consumer purchase decision of green products was highly based on the Quality and Promotion (Advertisement). High cost is the major problem faced by the sample respondents while purchasing of green products.