Investigating the Consumer Perception on Green Durable Products: Mediating role of Sustainable Development

Abstract

Study is based on the affect of marketing mix elements of green durable products with the emergence of sustainable development, consumer behaviour related to sustainable green durable-products, and differentiation on consumer purchasing behavior. For we collected data through structured questionnaire was collected through a structured questionnaire. Green sustainable product is getting popular these days among consumers due to its effectiveness and no harm to nature. In a Capitalist big economy, more and more consumers are switching towards green products due to their energy efficiencies and less harming environmentally friendly nature. With the emergence of the fastest engineering in today's world, products build to rebuilt for sustainable development, we tried taking all the remarks related to green products' key points which are generally considered while making the purchase decision. Most of the Brands that make the consumer durable are switching to green products for which they are differentiating the products for the consumer who buys the data were analyzed in SPSS. Hypothesis has been prepared by applying regression analysis. Findings showed that perception of marketing mix of green sustainable durables, attitude towards green durable products, and differentiation perception are significantly positively related with consumer behavior. The limitations and scope for future studies are discussed in the study.