Customer awareness of green purchase decisions regarding green products in Nepal

Garima Shrestha, Niranjan Devkota, Krishna Dhakal, Surendra Mahato, Udaya Raj Paudel and Sarita Agrawal
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Garima Shrestha: Quest International College, Nepal
Niranjan Devkota: Kathmandu Model College, Nepal
Krishna Dhakal: Quest International College, Nepal
Surendra Mahato: Tribhuvan University, Nepal
Udaya Raj Paudel: Quest International College, Nepal
Sarita Agrawal: Madan Bhandari Memorial College, Nepal

Journal of the Academy of Business and Emerging Markets, 2023, vol. 3, issue 1, 27-40

Abstract: This study focuses on customer awareness of green marketing and determines consumers’ purchase decisions regarding green products in Nepal. Following the notion of the theory of planned behavior, this study uses a convenience sampling method to collect data using a structured questionnaire via KOBO Toolbox. The results show that environmental concern, green perceived benefits, green perceived quality, green willingness to purchase, and green future estimates all significantly impact green purchase decisions. Green marketing is an emerging concept that deserves more attention. As a result, more people are urged to adopt green goods for environmental and health reasons. Therefore, these results may help policymakers develop efficient plans and tactics to encourage sustainable consumption.

Keywords: Customer awareness; customer purchasing decision; green product (search for similar items in EconPapers)
Date: 2023
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Persistent link: https://EconPapers.repec.org/RePEc:ris:jabema:021876

DOI: 10.5281/zenodo.7947269

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