Consumer Attitude towards Green Products of Patanjali Ayurved Limited

Author: S.K.S. Yadav, Aakanksha Tyagi

Abstract:
The accelerated world-wide industrialisation, rapid growth in the economy and the patterns of consumers’ consumption and behaviour are the main cause of environmental deterioration. Change in the extreme value of Earth temperature, environment continues to worsen; it has been a public concern in the developed countries and has recently awakened developing countries to the green movement. In this paper authors have studied the "Green Marketing" policies adopted by Patanjali Ayurved Limited in its products. For this purpose a study of 100 respondents from different part of NCR has been selected. A well structured questionnaire is developed to know the response from respondents on ten variables about the products of Patanjali Ayurved Limited. With the help of SPSS 23 various statistical tools such as Mean, SD, Student t-Test, Chi-square Test and Factor Analysis are used to understand the respondents’ response. The result from the independent Student t-test showed that there were no significant differences between environmental issues and attitudes on green products. The factor analysis showed that there are three major dimensions of environmental attitudes among respondents.

Keywords:Ecology, Environment, Green Products and Consumer Attitude.

DOI:

International Journal of Trade & Commerce (Vol: 8 Issue:1)