ISSN 2394-5125
 

Research Article 


Factors influencing Consumer Buying behaviour toward Green Personal Care Products

Jatinder Kaur, Meenu Gupta.

Abstract
The growth of edification and information among the general public has lead consumers conscious about the significance of healthy lifestyle, as a result
of which consumers have started shifted toward green and organic products. Therefore the Demand for green products has increa sed by several folds. In
countries like India the concept of green marketing is very popular; as Government has also taken many initiatives like "Go Green" program. This
program was introduced in 2010 in India with the aim of preserving the environment. Previous research results show that maximum consumers opt for
green product as they are safe for health and are of high Quality. This study analyzes the priorities of those factors, which consumers seek in a personal
care green product for making buying decision. In this paper a survey has been conducted from March to April 2019, in which sample of 105 females has
been taken by using convenient sampling technique. Paper focus on various factors that influence the buying behaviour of consumer for green products
and analysis is done using the AHP technique. The result of the study can be used by manufactures, while framing marketing policies for green personal
care products so that consumers feel highly satisfied from products.

Key words: Analysis of hierarchy process, consumers, organic product


 
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Pubmed Style

Jatinder Kaur, Meenu Gupta. Factors influencing Consumer Buying behaviour toward Green Personal Care Products. JCR. 2020; 7(15): 344-350. doi:10.31838/jcr.07.15.47


Web Style

Jatinder Kaur, Meenu Gupta. Factors influencing Consumer Buying behaviour toward Green Personal Care Products. http://www.jcreview.com/?mno=119761 [Access: June 29, 2020]. doi:10.31838/jcr.07.15.47


AMA (American Medical Association) Style

Jatinder Kaur, Meenu Gupta. Factors influencing Consumer Buying behaviour toward Green Personal Care Products. JCR. 2020; 7(15): 344-350. doi:10.31838/jcr.07.15.47



Vancouver/ICMJE Style

Jatinder Kaur, Meenu Gupta. Factors influencing Consumer Buying behaviour toward Green Personal Care Products. JCR. (2020), [cited June 29, 2020]; 7(15): 344-350. doi:10.31838/jcr.07.15.47



Harvard Style

Jatinder Kaur, Meenu Gupta (2020) Factors influencing Consumer Buying behaviour toward Green Personal Care Products. JCR, 7 (15), 344-350. doi:10.31838/jcr.07.15.47



Turabian Style

Jatinder Kaur, Meenu Gupta. 2020. Factors influencing Consumer Buying behaviour toward Green Personal Care Products. Journal of Critical Reviews, 7 (15), 344-350. doi:10.31838/jcr.07.15.47



Chicago Style

Jatinder Kaur, Meenu Gupta. "Factors influencing Consumer Buying behaviour toward Green Personal Care Products." Journal of Critical Reviews 7 (2020), 344-350. doi:10.31838/jcr.07.15.47



MLA (The Modern Language Association) Style

Jatinder Kaur, Meenu Gupta. "Factors influencing Consumer Buying behaviour toward Green Personal Care Products." Journal of Critical Reviews 7.15 (2020), 344-350. Print. doi:10.31838/jcr.07.15.47



APA (American Psychological Association) Style

Jatinder Kaur, Meenu Gupta (2020) Factors influencing Consumer Buying behaviour toward Green Personal Care Products. Journal of Critical Reviews, 7 (15), 344-350. doi:10.31838/jcr.07.15.47





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