CONSUMER ATTITUDE TOWARDS GREEN PRODUCTS

The current rapid growth in the economy and the patterns of consumers' consumption and behavior worldwide are the main cause of environmental deterioration. As the environment continues to worsen, it has become a persistent public concern in the developed countries and has recently awakened developing countries to the green movement. "Green Marketing" refers to holistic marketing concept wherein the production, marketing consumption and disposal of products and services happen in a manner that is less detrimental to the environment with growing awareness about the implications of global warming, not non- biodegradable solid waste, harmful impact of pollutants etc. This paper is essentially exploratory in nature and has four objectives. The objectives are consumer opinion towards key issues of green products, attitudes of respondents towards green products, factors influencing the purchase of green products and the impact of demographic factors on the purchase of green products. The result from the independent sample t-test shows that there were no significant differences between gender in their environmental attitudes and attitudes on green products. The rotated factor matrix validated the underlying dimensions of environmental attitudes into four major dimensions. Results from the multiple linear regression analysis revealed that consumer attitudes on the respondents and their personal use towards the environment contributed significantly to their attitude on the green product. However, environmental protection did not contribute significantly to consumers' attitudes on the green product.