Volume 18, No. 5, 2021
A Study On Social Group Influence Towards Green Product Consumers Buying Behaviour
Prof.J.Katyayani , Dr.Lalitha Rani , Dr.Y.Suneetha
Abstract
For the past few years, demand for green products has significant impact in India. The consumers are willing to pay more on environmentally friendly products. This paper aims to examine the influence of social group on consumer buying behaviour towards green products. Convenience sampling method was adopted to select 150 samples were collected from in and around Tirupati region . Usage of green products was going viral, as every human is influenced by one or other in their buying behaviour. Here in the study considered Social group is one of the influencing factors of consumer buying behaviour it includes influence from family, friends, neighbours, colleagues etc. In this study social factors like Influence from Reference groups, Influence from Family, and Influence from role and status were examined through ANOVA test.
Pages: 138-146
Keywords: Social group, Reference group, Green products, buying behaviour, eco-friendly