Consumer Buying Behaviour for Green Products in India

Abstract

India being an emerging economy and world’s third largest consumer market has tremendous potential for the development of green products. The compounded annual growth rate (CAGR) of green products in India is 20–25 per cent as per various research studies. Numerous factors such as rise in household income, demographic advantage due to increasing working population, abundant natural resources, and prudent government policies contribute to the growth of the green product market in India. The present chapter has integrated conceptual aspects related to green products, and empirically examined the same in India’s context. The chapter has presented an overview of the theoretical outlook on green product management, green products market in India, and green marketing practices adopted by top Indian companies and companies around the world. The behavioural aspects of consumer towards green products are discussed with reference to Indian consumers. Various facilitating and inhibiting factors are elucidated, which can be helpful in formulating marketing strategies for selected green product categories. The theory of planned behaviour model of Ajzen (Organisational Behavior and Human Decision Processes, 50(2), 179–211, 1991) has been used to examine the Indian consumer buying behaviour for green products. The chapter has also put forward managerial implications and scope for further studies. © The Author(s), under exclusive license to Springer Nature Switzerland AG 2021.