IMPACT OF CONSUMER’S PSYCHOGRAPHIC AND PERSONAL FACTORS ON BUYING BEHAVIOUR OF ECO-FRIENDLY PRODUCTS

Abstract

Abstract: Products that use eco-friendly technology and don't harm the environment are considered eco-friendly. Sustainable development and the preservation of natural resources depend on the promotion of eco-friendly products and technologies. Products that are cultivated in their natural habitat and that are recyclable, reusable, and biodegradable are examples of eco-friendly products. The objective of this work was to investigate the impact of consumer’s psychographic and personal factors on buying behavior of eco-friendly products in Bangalore city. Purposive convenient sampling technique was adopted for the study purpose. Bangalore city was chosen as major study area. A sample size of 131 customers who are users of eco-friendly products were identified by meeting households, buyers in shopping malls and among the peers. Primary information pertaining to consumer’s psychographic and personal factors influencing on buying eco-friendly products were obtained. Statistical Package for Social Science (SPSS.16) trial version was used to analyse the data. Multiple regression analysis and reliability analyses were used as the main statistical tool to find out the significant influence of constructs selected for the study. The findings highlight the unique contribution for the variables of consumer’s psychographic factors and personal factors have the significant influence on on buying behavior of eco-friendly products in Bangalore city.