Consumer behavior regarding green product

People engage in environmental behavior as a result of their desire to solve environmental problem, to become role models and a belief that they can help to preserve the environment. However, consumers’ indications of positive attitude towards environmental issues do not necessarily lead to actual environmentally friendly purchasing behavior. Majority of consumers do not purchase products based on the environmental concern alone and they will not trade-off other product attributes for a better environment. India has always been perceived as a “clean and green” country. It is assumed that environmental consciousness among India is high. However, there is little empirical evidence to suggest that the environmental values and attitudes are congruent with the consuming public's actions towards green products. In addition, most studies have focused on the general environmental behavior instead of specifically on consumers’ purchasing behavior towards green products. Therefore, gaps exist in the literature with regards to understanding consumers’ purchasing behavior towards green products. This research empirically examines the factors impacting consumers’ purchasing behavior toward green products in India. The research also identifies factors that discriminate between those who purchase green products and those who don't.