The Mapping of Consumer Behavior on Green Product Purchase

The Mapping of Consumer Behavior on Green Product Purchase

Author		: MAHIR PRADANA; R. NURAFNI RUBIYANTI; ELZAS PUTRA BADIA SITORUS
Published on	: The 7th Indonesia International Conference on Innovation, Entrepreneurship,  and Small Business (IICIES 2015)

Abstract

“The objective of this paper is to investigate the consumer behaviour towards green product and introduce greener pattern of consumption into contemporary lifestyles in the current context where environmentally friendly products are increasingly this time. This paper reviews consumer behaviour to identify how consumers are persuaded to opt for greener products. This research collects data using questionnaire based on the Dunlap and Van Liere HEP-NEP environmental survey and the Roper Starch Worldwide environmental behaviour survey. The respondents would be 200 people who shop at supermarket. The results will show the customer behaviour who persuade in green product and mapping the consumer based on their environmental behaviour including their beliefs and attitude. This paper will identify whether consumers are exposed to green marketing communication and to help marketers and brands to promote and sell products that are environmentally friendly and function effectively.

Keywords : customer behaviour; green product green marketing”