Factors of Consumers Perceptions & Purchase Intentions towards Green Products

Abstract

Over the last decade environment has became one of the critical
issues in product marketing. The concern for environmental issues have
emerged a new group of consumers who are demanding healthy and
environmental friendly products. Purchase decision of products depends on
consumers’ perception and intentions towards products. This study aimed at
identifying the factors of perception and purchase intentions towards green
products that influence consumers’ purchase decisions. The result revealed that
“Health issues” and “environmental issues” were the two main factors linked to
perception. In addition to these the result also showed that factors of consumers
purchase intentions were “Accessibility”, “Quality” and “Familiarity”. This
study also found that there were significant differences between male and female
consumers in perception and purchase intention factors regarding “Health
issues”, “Accessibility” and Familiarity”.