Determining the impact of Situational Factors on Consumer Perception towards Green Consumer Durable Products --- A Study of Delhi/NCR

  • Ms. Shweta

Abstract

It has been observed that Situation may lead the change in consumer buying behavior. Various scholars of the same field observed that consumer behavior can be explained by knowing and predicting situational factors. However, consumer perception is the prior factor to the buying behavior or as an initiator it may reflect in the action of the consumer to buying products. Normally it is found as a crucial factor in buying a special product i.e. eco-friendly products.   The situational factors of the consumer perception include perceived price, availability, perceived quality, eco-labeling and reference group. In the last year there is increasing demand of green products in India due to increase in environmental issues. Consumers have started “thinking green” and are try to move towards the green products. From the last decades it is noticed that major changes came into the world due to the unavoidable situations in resulted normal marketing converted into sustainable marketing. India is the fourth largest consumer durable product market in the world and usually supports the green marketing and green product but the demographic factors and situational factors would not support the sustainable business of green consumer durable product. This paper will try to examine situational factors which enable the consumer to sustain consumer perception towards GCDP. The samples of 215 respondents were collected with the help of structured questionnaire to attain the study objectives. T-test, chi-square test and correlation were used to test the hypotheses of the study.

Published
2021-12-02
How to Cite
Ms. Shweta. (2021). Determining the impact of Situational Factors on Consumer Perception towards Green Consumer Durable Products --- A Study of Delhi/NCR. Design Engineering, 1785 - 1797. Retrieved from http://www.thedesignengineering.com/index.php/DE/article/view/7129
Section
Articles