A Study on Consumer Awareness of green products and its Impact on Green Buying Behavior

Consumer’s awareness about green products is important in guiding the green consumer purchasing behavior. The study brings out green product awareness among the consumers in Jammu & Kashmir. The main objective of this study is to know the consumer awareness about the green products and its impact on green purchasing behavior. The research design used in this study is exploratory research design. The data was collected from 533 respondents by survey method through structured questionnaire with five point rating scale. Secondary data was collected from the available literature sources. For distribution of questionnaire to the respondent’s the multistage random sampling method was used. After collecting the data from the respondents, it was analyzed using frequency analysis and chi-square test. Consumer’s awareness towards green products in Jammu & Kashmir is of average level. It was found there is a significant association between green product awareness level of the respondents and green consumer buying behavior. The study reveals that most of the consumers with respect to high to average level of green product awareness show high to medium level of green buying behavior and consumers having awareness to small degree and not at all show low green buying behavior. Hence there is an urgent need to make consumers aware about green products in order to speed up the green buying behavior among all consumers to save this world for future generations