An Insight into Consumer Purchase Behaviour Of Green Durable Products in Delhi-Ncr And Western Uttar Pradesh

Abstract

The aim of this paper is to explore the consumer perception, adoption, and purchase behavior for green durable products among the consumers of Delhi NCR and Western Uttar Pradesh. A questionnaire based on convenience sampling was designed to collect the data. Around 400 respondents were contacted to fill out the survey questionnaire. Despite our sincere efforts, only 302 completed filled-in questionnaires were returned by the respondents. These 302 samples were further used for data analysis and hypotheses testing of the study using SPSS software. Results of hypotheses testing show that consumers' environmental knowledge and environmental awareness have the most significant influence on consumer perception of green, durable products. The perception of consumers favorably influences their attitude towards green durable products, which in turn positively impacts consumer purchase behavior of green durable products. The results further indicate that consumers perceive green products as environmentally friendly, and they are likely to shift their consumption towards green products, especially consumers who are environmentally conscious.