Behavior and perception of younger generation towards green products

• Published date: 01 February 2022
• Author: Ritanjali Majhi
• Date: 01 February 2022
• DOI: http://doi.org/10.1002/pa.2288

ACADEMIC PAPER

Behavior and perception of younger generation towards

green products

Ritanjali Majhi

National Institute of Technology Karnataka,

Surathkal, India

Correspondence

Ritanjali Majhi, National Institute of

Technology Karnataka, Surathkal, India.

Email: ritanjalimajhi@gmail.com

As we know, the most important goal of an organization is to meet the market

demand, and also to go with the trend of the market. And currently, the term “Green

Marketing”is the buzz word in the market. It is defined as “the strategy used by an

organization to produce and market the products in an environment-friendly way,

i.e., an attempt to reduce the negative impact of the product on the environment.

We can now observe that the young generations these days—in fact, all consumers in

the whole market—are more concerned about the environmental effects of the

human beings”consumption practices. So they are moving towards consuming green

products which give benefits to oneself. While it is true that this move does not

completely eradicate the issues threatening the green in the environment, this surely

is a step forward toward a greener world, which simultaneously decreases the green

issues.This paper presents an empirical study of the green issues and the green prod-

ucts, comparing them with the attitude of the consumers from the young generation.

In this paper, the study is mostly concerned with the young generation wherein the

factors affecting their buying behavior are analyzed so as to trace the important fac-

tors that drive the young generation into changing their consumption patterns from

the conventional product to the green products. Here the study also analyzes the

knowledge and the awareness level of the consumers about the green issues, and

about the green products and their benefits to oneself and the environment. Besides,

a comparison is also done between several factors/variables and the consumers’age

so that it can be easily understood that which variables attract which age group.In

this study, various objectives were set. The hypothesis was developed to check the

significance level of the relations between young consumers and their attributes. An

initial survey was done by distributing a questionnaire online as well as offline. The

analysis result says that the young generation consumers have a high degree of

awareness and knowledge regarding the green issues and products, which further

drives them to buy the green products.

1|INTRODUCTION

As we know, the consumption of products by consumers has

increased rapidly over the last two decades, which is leading to a

greater depletion of natural resources and a negative effect on the

environment (Chen & Chai, 2010). The consumer needs are evolving

daily, and brand loyalty is being continuously redefined. It is also seen

that the depletion of resources is causing serious impacts like global

warming, pollution, and depletion of flora and fauna (Chen &

Chai, 2010). Due to the above reasons, the concepts of Green Prod-

ucts and Green Marketing have come into an existence. Green Mar-

keting is defined as the process of marketing and selling of the

Received: 28 March 2020 Revised: 10 April 2020 Accepted: 15 July 2020

DOI: 10.1002/pa.2288

J Public Affairs. 2022;22:e2288. wileyonlinelibrary.com/journal/pa © 2020 John Wiley & Sons Ltd 1of8

https://doi.org/10.1002/pa.2288