Understanding Consumer Attitudes towards Sustainable Products in context of Green Marketing

Abstract: The paper studies the attitude of consumers towards green products or eco-friendly products. We aim to understand the buying behavior of consumers towards green marketing and to know the level of awareness among people about green products. This research also tries to study the willingness of consumers towards buying green products. We use convenient sampling method to collect the data using online Google questionnaire and applying statistical tools. The paper also focuses on the factors that are affecting on the buying behavior of the consumer towards green products.

Keywords: Green Marketing, Green Products, Eco-friendly Products, Consumer Attitude