Abstract
Today, people are becoming more aware of environmental issues like pollution, climate change, etc., and companies are launching green products to attract customers who are environment-conscious. However, in real life, it is seen that the actual purchasing of green brands is not as high as expected. Consumers’ attitudes towards green brands are positive, but their purchasing behaviour is limited due to certain reasons like high pricing, lack of trust, limited availability of products, etc. This difference between their attitudes and behaviour is a major area of concern for businesses as well as researchers. Therefore, this study aims to analyse consumer perception and how it affects their purchasing behaviour for green brands. This study aims to identify customer preferences for green brands in the context of increasing environmental concerns. It also aims to identify key factors that influence their purchasing behaviour for green brands, including environmental concerns, green image, quality, price sensitivity, trust for green brands, etc. This study aims to identify major factors influencing purchasing behaviour for green brands based on a survey conducted on customers. This study also aims to identify major factors influencing purchasing behaviour for green brands based on a survey conducted on customers.
Keywords: Customer Preferences, Limited Awareness, Purchase Behaviour, Low Availability, High Pricing, Sustainability Communication.
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