The Insight and Purchase Reasons of Green Products Among Young Consumers - An Empirical Study

Young consumers are none other than future market base. Their propulsion and trend determines the future of a product market. Green products and green marketing is becoming inseparable from consumers of present day. This paper sets focus on the younger consumers and their point of view of a green product, what are the factors that drive them towards a greener lifestyle. Primary data was obtained from 233 youngsters between 21 to 28 years of age, by a structured questionnaire survey. The statements focused on demographic characteristics along with environmental concern factors and elements involved in green product purchase. Our study reveals that religion, type of family and education played a major role in knowing about green products in a better way. Health, cost benefits and energy savings were much influencing the green product purchase. The overall knowledge about green products was more among young consumers irrespective of their gender