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Factors Affecting Pro-environmental Search and Purchase Behavior

Nittala Rajyalakshmi* and Venkata Rajasekhar Moturu**

DOI: https://doi.org/10.62206/sajm.31.1.2024.105-129

PUBLISHED : 25 JUNE 2024

Abstract

This study examines the demographic variables in terms of their influence on the proenvironmental search and purchase variables, identifies key factors favoring pro-environmental search and purchase behavior and its impact on consumers’ propensity to buy environmentally friendly goods. Data were collected and analyzed from 660 respondents using a structured questionnaire. Chi-square, factor analysis, multiple regression and Garrett ranking technique were used to analyze the data. Findings demonstrate the significant relationship between age, education, occupation, and income, and searching for green products. The finding that consumers’ general concern for the environment had a substantial total effect on their search intentions would imply that enhancing external information, savings and implementation of eco-label and providing environmental information can be a fundamental and very effective way to increase consumers’ adoption of eco-friendly searching. The findings help the green marketers to reach the consumers with their marketing communication, and to provide information about the features and benefits of their products so as to increase sales. This study provides insights into the green search behavior and helps the marketers to understand and meet the consumers’ needs to adopt the green search behavior.

Key Words

Consumer behavior, Eco-label, Environmental concern, Environmental information, External information, Green-search

Author Biography

Nittala Rajyalakshmi
Professor of Marketing (Retd)., Department of Commerce & Management Studies, Andhra University, Visakhapatnam-530 003, Andhra Pradesh, India. E-mail: This e-mail address is being protected from spambots. You need JavaScript enabled to view it

Venkata Rajasekhar Moturu
Assistant (Academics & Research), Marketing Area, Indian Institute of Management Visakhapatnam, Visakhapatnam-530 003, Andhra Pradesh, India. E-mail: This e-mail address is being protected from spambots. You need JavaScript enabled to view it

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