THE ROLE OF PRODUCT TRUST AND GREEN PRODUCT KNOWLEDGE ON GREEN PRODUCT PURCHASE INTENTION

Abstract

In a developing country like India, conservation of land, water and animals has become a major issue. The green environment is an important environmental concern of the consumers which has resulted in the emergence of various green products. The aim of the study is to know the factors influencing green product purchase intention. Simple random sampling method was used to collect the data among green product users. A well-developed questionnaire was used to collect the data. SPSS was used to analyse the data. It was found that factors such as green product trust and green product knowledge is found to be the most influencing factor for the green product purchase intention. The study implies that people should be given knowledge regard to the performance of the green product and developing trust in the minds of the consumers to be focused by the manufacturers and seller of green products