A STUDY OF THE EFFECTS OF ENVIRONMENTAL AWARENESS ON PURCHASE INTENTION OF GREEN PRODUCTS IN URBAN RAJASTHAN
DOI:
https://doie.org/10.5281/bmkkzg63Keywords:
environmentally conscious, green consumers, green purchasing intention (GPI), consumers’ understanding, sustainable products, eco-friendly, green items,,Abstract
Consumers are now more aware than ever about the impact their choices have on the
ecosystem. Being environmentally aware involves appreciating the significance of one's
natural surroundings. It thus demonstrates consciousness of and determination to address
environmental problems. Consumers' views on living sustainably have shifted. The human race
is making concerted efforts to lessen its destructive effects on the planet. This, nevertheless, is
not common and remains in the process of developing. Today, practically every nation and
community has become more conscious of the environmental concerns that need to be
addressed. Strong evidence suggests that environmentally conscious consumer behaviour
emerges out of empathy for the natural world. However, there hasn't been a lot of progress in
raising consumers' understanding of the benefits of using eco-friendly items. Marketers have
been touting their eco-friendly credentials to set their products apart and increase consumer
retention. Researching customers' understanding and mindset towards adopting green practices
is crucial for making a significant effect with the green concept. The current study aims to
investigate the environmental consciousness of urban residents in the Indian state of Rajasthan,
with a particular focus on their attitudes towards environmentally friendly goods and practices.
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