A Study on Consumer Behavior towards Eco-Friendly Paper

P. Kishore Kumar; Dr. Byram Anand

A Study on Consumer Behavior towards Eco-Friendly Paper

P. Kishore Kumar * §

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Dr. Byram Anand

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Pondicherry University

A Study on Consumer Behavior towards Eco-Friendly Paper

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Abstract

The purpose of this study is to understand the variables affecting the consumer behavior while purchasing green products. Eco-friendly paper i.e. paper which is manufactured from used paper and reduces the harm to environment compared to manufacturing of traditional paper (virgin paper). The dependent factor is purchase intention and the independent factors are environmental behavior, attitude, knowledge and norms. The structured questionnaire was used collect primary data and analyzed using software package. From this research it is found that attitude and personal norms are positively influencing consumer purchase intention towards eco-friendly paper. This study helps the marketers to design strategies for sustaining in the competitive paper industry. The paper industry will have its demand in spite of latest technologies. The paper is used for different purposes like printing, writing, documentation and packaging etc. Hence the understanding consumer behavior is very important for marketers in the paper industry.

References

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Funding

No external funding was declared for this work.

Conflict of Interest

The authors declare no conflict of interest.

Ethical Approval

No ethics committee approval was required for this article type.

Data Availability

Not applicable for this article.

How to Cite This Article

P. Kumar, Dr. Anand. 2014. "A Study on Consumer Behavior towards Eco-Friendly Paper". Global Journal of Management and Business Research, Global Journal of Management and Business Research - E: Marketing GJMBR-E Volume 13 (GJMBR Volume 13 Issue E11).

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GJMBR Volume 13 Issue E11

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Journal Specifications

Crossref Journal DOI 10.17406/GJMBR

Print ISSN 0975-5853

e-ISSN 2249-4588

Keywords

Consumer Behavior eco-friendly products eco-paper environment-friendly products green marketing purchase intention Sustainability

Classification

GJMBR-E Classification JEL Code: L67

M30

Submission ReceivedDecember 12, 2012
Peer Review Double Blind
Handling Editor
Accepted January 3, 2013
Published January 15, 2013

Version of record

v1.2

Issue date

February 25, 2014

Language

English

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Article Matrices

Total Score: 154

Country: India

Subject: Global Journal of Management and Business Research

Authors: P. Kishore Kumar, Dr. Byram Anand (PhD/Dr. count: 1)

View Count (all-time): 342

Total Views (Real + Logic): 1844

Total Downloads (simulated): 147

Publish Date: 2013 01, Tue

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Total Views: 1.8K

Total Downloads: 147

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