Global Journal of Finance and Management. ISSN 0975-6477 Volume 6, Number 8 (2014), pp. 777-782 © Research India Publications Green Purchase Behavior–A Conceptual Framework of Socially Conscious Consumer Behavior S. Sarumathi PhD Research Scholar, Department of International Business School of Management, Pondicherry University E-mail: [email protected] Abstract Today’s consumers are more aware of the environmental issues caused by heavy industrialization. They demand eco friendly products which will reduce the damages caused by industrialization. They are interested in buying eco friendly products and willing to pay more (Consumers who care). The willingness to pay more on eco-friendly products differs among demographic groups. This difference is caused or influenced by many factors like education, eco literacy, and geographical region. Many people are now expecting the corporate to be socially responsible and this responsibility expectation also varies among people. Keywords: Consumer behavior, Green purchase, socially conscious consumers. 1.Green Marketing- Meaning and definitions "Green Marketing" refers to holistic marketing concept wherein the production, marketing, consumption and disposal of products and services happen in a manner that is less detrimental to the environment with growing awareness about the implications of global warming, non biodegradable solid waste, harmful impact of pollutants etc., Both marketers and consumers are becoming increasingly sensitive to the need for switch in to green products and services. According to the American Marketing Association, green marketing is the marketing of products that are presumed to be environmentally safe. Thus green marketing incorporates a broad range of activities, including product modification,
S. Sarumathi 778changes to the production process, packaging changes, as well as modifying advertising. J. Polonsky defined green marketing as, “all activities designed to generate and facilitate any exchange intended to satisfy human needs or wants such that satisfying of these needs and wants occur with minimal detrimental input on the national environment” . Environmental marketing (popularly known as Green marketing) refers to the process of selling products and/or services based on their environmental benefits. Such a product or service may be eco-friendly in it or produced and/or packaged in an environmental friendly way. The term Environmental Marketing (popularly known as Green Marketing) came into prominence in the late 1980s and early 1990s. It began in Europe when specific products were identified as being harmful to the earth’s atmosphere. As a consequence, new “green” products were introduced that were less damaging to the environment. The American Marketing Association (AMA) held the first workshop on "Ecological Marketing" in 1975.The proceedings of this workshop resulted in one of the first books
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