Proposing Framework for Dynamics of Green Purchase Behavior in India: An empirical study of Mumbai and Navi Mumbai | Artee Aggrawal & R . Nargundkar

The paper mainly focuses on the identification of important factors that affect green purchasing behavior of Indian consumers. A total of 694 (416 males and 278 females) consumers from Mumbai and Navi Mumbai were selected randomly from various management institutes. A survey has been conducted with them on their green purchasing behavior i.e. Concern for health and environment, eco buying attitude, Social Responsibility, Eco authenticity, Social awareness and value, Lifestyle, Absence of market presence, Promotion, Brand consciousness, Indifferent attitude and Packaging. Factor analysis showed that ?Concern for health and Environment? is the most important factor for Indian consumers as far as their green purchasing behavior is concerned, which is followed by ?Packaging? as second, Eco-certification as third, and Lifestyle as fourth most important factor. A major limitation of this study is that the framework suggested was based on data collected from metro city Mumai and Navi Mumbai and need to encompass rural demographics also. This paper contributes as a useful source of information for international green marketers and producers of green products about what works and what does not work in appealing to the consumers in India. This paper is one of the pioneer study in the field of green marketing. This is an attempt to identify and profile the factors that are important to the consumers of green products in a developing country like India. It offers hands-on guidelines to international green marketers and producers planning to target the developing countries like India and China.