Exploring the Green Buying Behaviour of Youth in Kerala

Abstract

Increasing awareness on the various environmental problems has resulted in a shift in the way consumers change their lifestyle. There is a shift towards green lifestyle. Individuals are enthusiastically trying to lessen their impact on the environment and trying to use green products. However, this is not widespread and is still evolving. This change in the consumers attitude is being identified by the business organizations.. The current research explored the consumers perception and attitudes towards green marketing and the resultant green buying behaviour. Data were collected from 100 students who are doing undergraduate and post graduate studies in Kerala using nonprobability convenience sampling. The relationship between perceived seriousness of environmental problems, perceived environmental responsibility, communication related to green marketing and attitude towards green marketing and eventually relationship between attitude towards green marketing and green buying behaviour is analysed. Pearson Correlation analysis is used for the study. The result of the study indicate that there is significant positive relationship exists between attitude towards green marketing and perceived seriousness of environmental problems, perceived environmental responsibility, communication related to green marketing and green buying behaviour among this group of consumer.