Behavior and perception of younger generation towards green products

Abstract

As we know, the most important goal of an organization is to meet the market demand, and also to go with the trend of the market. And currently, the term “Green Marketing” is the buzz word in the market. It is defined as “the strategy used by an organization to produce and market the products in an environment-friendly way, i.e., an attempt to reduce the negative impact of the product on the environment. We can now observe that the young generations these days—in fact, all consumers in the whole market—are more concerned about the environmental effects of the human beings” consumption practices. So they are moving towards consuming green products which give benefits to oneself. While it is true that this move does not completely eradicate the issues threatening the green in the environment, this surely is a step forward toward a greener world, which simultaneously decreases the green issues.This paper presents an empirical study of the green issues and the green products, comparing them with the attitude of the consumers from the young generation. In this paper, the study is mostly concerned with the young generation wherein the factors affecting their buying behavior are analyzed so as to trace the important factors that drive the young generation into changing their consumption patterns from the conventional product to the green products. Here the study also analyzes the knowledge and the awareness level of the consumers about the green issues, and about the green products and their benefits to oneself and the environment. Besides, a comparison is also done between several factors/variables and the consumers’ age so that it can be easily understood that which variables attract which age group.In this study, various objectives were set. The hypothesis was developed to check the significance level of the relations between young consumers and their attributes. An initial survey was done by distributing a questionnaire online as well as offline. The analysis result says that the young generation consumers have a high degree of awareness and knowledge regarding the green issues and products, which further drives them to buy the green products. © 2020 John Wiley & Sons Ltd