Customer's Attitude towards Eco-Friendly Product

Abstract

It has been the concern at global platform for the purpose of the preservation of the polluting and degradation of environment. Many studies have been conducted on the green marketing exploring the importance of the topic and relationship to the attitude and purchasing behavior of the consumers of ecofriendly products. In present, consumers are becoming sensitive to the need for switching to green products and services. Though the shift to "green" may appear to be expensive in the short term, it will definitely prove to be indispensable and advantageous, cost wise too, in the long run. A number of literature discuss about green marketing and pays attention to the relationship between customer's attitude and environmental strategies in relation to the company's product and services. The present research is an attempt to find out consumer's attitude towards green products. A primary research of 100 respondents in Delhi was carried out to find the various issues related to green products. Price and product features have a strong impact on the buying decision making process.