Influence Of Green Label's On Green Purchase Intention: A Study On Consumers In Bangalore

Abstract

The topic of protecting the environment is one that is gaining more and more interest these days. Because of the intense competition in today's markets, many businesses see "Green Marketing" as a crucial marketing approach for maintaining competitive edge. They use eco-friendly marketing strategies such as eco-branding and eco-labeling to raise public understanding of green products, simplify the articulation of those products' distinguishing features, and thereby increase demand for those items. In theory, green marketing is a rapidly developing field of study. The effect of green labels on consumer purchase intention is the main focus of this article. The effect of the green label on environmentally conscious purchasing decisions have been investigated through a survey that focused on consumers' perceptions of the green label. Green label is a very important investigating variable, but still very limited research has been conducted on green label and its consequences on “consumer green purchase intentions”. Hence this study makes an attempt to evaluate the impact of green label on green purchase intentions of consumers. The study is descriptive in nature as the variables are continuous in nature. Survey method was adopted for the purpose of data collection. Reliable instruments were used for carrying out the survey. A survey of 400 consumers across Bangalore participated in the survey and the findings indicate that there is a positive association between the variables under investigation