THE ANTECEDENTS OF AWARENESS AND CONSUMPTION PATTERN OF GREEN PRODUCT: AN EMPIRICAL STUDY

In this present era, environment is getting degraded at a very high rate. Individuals and organizations need to work hard to preserve our environment for future generations. Green Marketing is the practice which lowers down the negative impact on environment by promoting green products over traditional non green products. This study measures the awareness level and consumption pattern of green products among consumers in Delhi/NCR. Relation of awareness and consumption with demographic variables is also studied. Addition to this relationship between awareness and consumption of green products is also analyzed in this study. Primary data is collected in the form of structured questionnaire. Responses were collected from 120 respondents out of which 108 response where found to be complete and usable. Five hypotheses are made in this study and statistical tools like frequency distribution with means, one sample test, one way ANOVA, correlation and regression are used. Age and education level are the demographic variables having relationship with awareness. Family monthly income is the only demographic variable having relationship with consumption pattern. It was found that there is positive relationship between awareness and consumption of green products. Environment sustainability and Health consciousness are factors that motivates towards green product consumption and unavailability and resistance to change are factors that demotivate. Geographical constraint is the limitation of this study which gives path for further research on Pan India level.