GREEN CONSUMER BEHAVIOR ANALYSIS FOR TIER II CITY NASHIK: AN EMPIRICAL STUDY
Mrs. Aditi Vivek Mishal
Abstract
The study aims at analyzing the various antecedents of Green Purchase behavior with reference to Tier II City Nashik. The paper aims at studying the extent of eco-consciousness and determinant demographic factors. The paper further studies the different aspects of green behavior viz. Conservation, Environmentally friendly behavior and Environmental Activism. The empirical study was carried out with 56 respondents being interviewed. Findings suggest that Green Consumer may be younger and more educated but mostly is a male than a female. The study reveals paradoxes of “Green behavior in Comfort Zone”, and “Conserving resources on one hand but not leaving convenience of using Plastic bags and disposable items”. A more concrete green marketing activities on the part of corporate and aggressiveness of NGO’s will speed up the environmental sustenance processes. The penetration of such critical processes in Tier II & III Cities and villages will determine the success.
Keywords:
:Green behavior, General Environmental Concern, Perceived Environmental Concern, Demographic factor, Comfort Zone.Full Text:
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