AN ANALYTICAL STUDY ON IMPACT OF DEMOGRAPHICS AND PSYCHOGRAPHICS ON CONSUMERS’ GREEN PURCHASE BEHAVIOUR

The study determines the impact of demographics and psychographics on consumers’ green purchase behaviour in the Jalandhar region of Punjab. A survey was conducted to gather and elicit responses, wherein one hundred and fifty respondents responded to a structured questionnaire. The findings conclude that demographics (which includes age, income & education level) and psychographics (which includes environmental concern, environmental attitude and altruism) on individual basis posses a significant influence on consumers’ green purchase behaviour. Further the results indicate that consumers’ adoption of environmental attitude is motivating them to change their life styles and inculcate them in their living standards; moreover consumers are positively inclined for products which use green marketing practices to preserve the environment.