Vol. 10, Special Issue 5 (2021)

Author(s):
Usha Rani Vistharakula and Vandana Kaushik

Abstract:
Consumer actions strongly affect the environment, it is worthwhile to find out which are the factors that influence consumers’ behaviour towards green products or in other words to know how and why people purchase goods and services. This study mainly focuses on identifying the factors that affects the green consumer behaviour. Listing of items was done under the personal antecedents of green consumer behaviour like psycho-graphical, personality traits, cultural values, environmental knowledge, consumer awareness and other personal antecedents. This paper identifies and tries to understand the purchase behaviour of green products of urban consumers. Data was collected from the four directions of Udaipur city.