A STUDY OF CONSUMER READINESS FOR ENVIRONMENTALLY SUSTAINABLE PRODUCTS FOR ENTREPRENEURS

Abstract

This study makes exploratory enquiry into consumer behavior towards environmentally sustainable products. The theory of planned behavior by Ajzen (1991) is used as the theoretical framework for this study for the purpose of assessing the readiness of consumers for environmentally sustainable products, thus it entails examining the three dimensions of the theory of planned behavior viz. attitude, subjective norms, and perceived behavioral control and their influence on consumer’s purchase intentions. Being adapted for environmentally sustainable product this study also examines the aspect of consumer’s knowledge of the environment. The primary objective of this study is not to trace or construct consumer behavior towards environmentally sustainable product, but rather to use the theoretical framework provided by the theory of planned behavior to check the level consciousness among consumers in India and to look for impediments of pro-environment behavior.