Determinants of Green Purchase Behaviour of Consumers in Ernakulam District, Kerala

Aims: The study aimed to identify the determinants of green purchase behaviour of consumers.

Methodology: Primary data were collected from the consumers (200) who use at least one green product with an eco-label in Ernakulam District. A purposive sampling was employed to select 100 consumers both from Kochi Corporation area and Mulanthuruthy panchayath of Ernakulam district of Kerala, during the month of august and september 2023. Secondary data were collected from websites, government reports, and publications.

Results: The factor analysis revealed that respondents in grama panchayat influenced by three factors like eco consumer insight, concern towards nature and green product value perspective. Whereas the factors like concern towards nature, government intervention, green product value perceptive and green promotion were acting as the major determinants of green purchase behaviour in the corporation area. The overall response of green consumers in Ernakulam district highlighted, three main factors that influence their purchase decision such as eco consumer insight, concern towards nature, and green product value perspective.

Conclusion: The marketers and policymakers need to consider the factors like eco consumer insight, concern towards nature, green product value perspective, green promotion for popularising and increasing the sale of green products.