Determinants of Consumer Awareness of Green Products: A Study of Customers of Super Markets

Abstract

Conceptualization and research on transitions to a sustainable production and consumption have emerged as a new global challenge. Yet, very limited studies have conceptualized on consumers’ awareness about green products. Filing this gap, the objective of this paper is to identify determinants of consumer’s awareness on sustainable consumption behaviour. Two hypotheses related to social value and environmental concern of consumers over awareness of green products of customers were derived. Using a structured questionnaire, a survey was conducted interviewing 213 consumers who purchase green products from supermarkets in West Bengal in India. Data were analyzed using statistical Z-tests. Accordingly, the analysis proved that social values of consumers are positively co-related with consumer’s awareness of green products while environmental concern indicated no relation. That paved the path to determine consumer’s awareness of green products in India.

DOI: 10.5901/mjss.2016.v7n6p349