A Study on Consumer Behavior towards Eco-Friendly Paper

P. Kishore Kumar; Dr. Byram Anand

Authors

P. Kishore Kumar
Dr. Byram Anand

Keywords:

green marketing, environment-friendly products, eco-friendly products, eco-paper, sustainability, consumer behavior, purchase intention

Abstract

The purpose of this study is to understand the variables affecting the consumer behavior while purchasing green products. Eco-friendly paper i.e. paper which is manufactured from used paper and reduces the harm to environment compared to manufacturing of traditional paper (virgin paper). The dependent factor is purchase intention and the independent factors are environmental behavior, attitude, knowledge and norms. The structured questionnaire was used collect primary data and analyzed using software package. From this research it is found that attitude and personal norms are positively influencing consumer purchase intention towards eco-friendly paper. This study helps the marketers to design strategies for sustaining in the competitive paper industry. The paper industry will have its demand in spite of latest technologies. The paper is used for different purposes like printing, writing, documentation and packaging etc. Hence the understanding consumer behavior is very important for marketers in the paper industry.

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How to Cite

A Study on Consumer Behavior towards Eco-Friendly Paper. (2014). Global Journal of Management and Business Research, 13(E11), 9-14. https://journalofbusiness.org/index.php/GJMBR/article/view/1179

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