Exploring
Exploring the Environmental Knowledge of Urban and Rural
Consumers and Its Impact on
Green Purchase Behavior
Nalini Palaniswamy1, Dr. Muruganandam Duraiswamy2
1Department of Management, CIMAT, Coimbatore, Tamil Nadu, India
2Department of Management,Kongu Engineering College, Erode, Tamilnadu, India
Abstract: The rapid
economic growth has increased the demand for products and services in the
market place.
On the other hand there is a vice-versa effect on the environment. This
unsustainable growth was taken due consideration and this research was done
with an objective to explore the
environmental knowledge of consumers and their impact on green purchase
behavior in the context of urban and rural scenario. This study indicates the
inter-correlation effect of environmental knowledge and its impact on selected
green product purchase behaviour. The study result provides a reasonable
support for the companies who come out with green product offering and to
design their marketing campaign as well.
[Nalini P, Muruganandam D. Exploring the Environmental Knowledge of Urban and Rural Consumers and Its Impact on Green Purchase Behavior. Life Sci J 2013; 10(1):2148-2153] (ISSN:1097-8135).http://www.lifesciencesite.com.
Key words: Environmental knowledge, Ecology, Green products, Purchase behaviour.
