ANALYSIS OF ENVIRONMENTAL ANTECEDENTS OF GREEN CONSUMER BEHAVIOR IN INDIAUsha Rani Vistharakula and Vandana Kaushik
Consumer actions strongly affect the environment, it is important to know the underlying factors of consumer behaviour in green purchasing. Present study throws the light on those environmental factors that effect the purchasing behaviour of green consumer. Environmental antecedents of green consumer behaviour like psycho-graphical, personality traits, cultural values, environmental knowledge, consumer awareness and other environmental antecedents were listed below to study them in deep. This paper identifies and tries to understand the purchase behavior of green products of urban consumers. Data were collected from the four directions of Udaipur city. Descriptive statistics, Reliability and Validity were applied to study the factors effecting the green consumer behaviour.