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INTERNATIONAL JOURNAL OF NOVEL RESEARCH AND DEVELOPMENT International Peer Reviewed & Refereed Journals, Open Access Journal ISSN Approved Journal No: 2456-4184 | Impact factor: 8.76 | ESTD Year: 2016 Scholarly open access journals, Peer-reviewed, and Refereed Journals, Impact factor 8.76 (Calculate by google scholar and Semantic Scholar | AI-Powered Research Tool) , Multidisciplinary, Monthly, Indexing in all major database & Metadata, Citation Generator, Digital Object Identifier(DOI) |
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| Paper Title: | Consumer Behaviour on Purchase of Green Products through Online Among College Students in Coimbatore |
| Authors Name: | JAGANATH R |
| Download E-Certificate: | Download |
| Author Reg. ID: |
IJNRD_217016
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| Published Paper Id: | IJNRD2403679 |
| Published In: | Volume 9 Issue 3, March-2024 |
| DOI: | |
| Abstract: | This study investigates the consumer behavior towards the purchase of green products online among college students in Coimbatore. With growing environmental concerns and an increasing availability of green products through online platforms, understanding the factors influencing the purchase decisions of college students becomes crucial. The study employs a mixed-methods approach, combining surveys and qualitative interviews to gather insights into the motivations, attitudes, and barriers shaping green product purchasing behavior. Additionally, the study examines the impact of demographic variables and online marketing strategies on consumer behavior. Findings reveal that while environmental consciousness and product attributes play significant roles in driving green product purchases, factors such as price sensitivity, product availability, and trust in online vendors also influence decision-making. The study contributes to both academic research and practical implications for businesses seeking to promote sustainable consumption among college students in Coimbatore's online marketplace. The primary data are collected directly from the respondents through a structured questionnaire. Secondary data are collected from journals and websites. Statistical tools like simple percentages, weighted mean score and Two-way ANOVA are used to analyse data. It is found from the analysis that ‘Consumer Beliefs’, ‘Environmental Attitude’, and ‘Social Influence’ have a positive influence on the green purchasing behaviour. The influential factor on green purchasing behaviour namely ‘Consumer Beliefs’, ‘Environmental Attitude’, ‘Social Influence’ and ‘Quality of Products’ are significantly related with the overall green purchasing behaviour of the respondents. The findings of the study also insist the importance of educating the young consumers about the green environment. Hence if the suggestions given in the study are carried out both by the marketers and the young consumers, definitely India will shine as super power in the years to come. |
| Keywords: | Green Environment, Green Products, Young Consumers, Consumer Beliefs, Environmental Attitude, Social Influence, Quality of Products. |
| Cite Article: | "Consumer Behaviour on Purchase of Green Products through Online Among College Students in Coimbatore", International Journal of Novel Research and Development (www.ijnrd.org), ISSN:2456-4184, Vol.9, Issue 3, page no.g676-g685, March-2024, Available :http://www.ijnrd.org/papers/IJNRD2403679.pdf |
| Downloads: | 00056 |
| ISSN: |
2456-4184 | IMPACT FACTOR: 8.76 Calculated By Google Scholar| ESTD YEAR: 2016 An International Scholarly Open Access Journal, Peer-Reviewed, Refereed Journal Impact Factor 8.76 Calculate by Google Scholar and Semantic Scholar | AI-Powered Research Tool, Multidisciplinary, Monthly, Multilanguage Journal Indexing in All Major Database & Metadata, Citation Generator |
| Publication Details: |
Published Paper ID:IJNRD2403679 Registration ID: 217016 Published In: Volume 9 Issue 3, March-2024 DOI (Digital Object Identifier): Page No: g676-g685 Country: COIMBATORE, TAMILNADU, India Research Area: Commerce Publisher : IJ Publication Published Paper URL : https://www.ijnrd.org/viewpaperforall?paper=IJNRD2403679 Published Paper PDF: https://www.ijnrd.org/papers/IJNRD2403679 |
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ISSN: 2456-4184
Impact Factor: 8.76 and ISSN APPROVED
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