An empirical study on the purchase intentions of consumers regarding green products in Delhi Trivedi Prachi1, Dr. Sharma Meghna2 1Research Scholar, Amity College of Commerce and Finance, Amity University, Noida, India, Email id: prachitrivedi86@gmail.com 2Associate Professor, Amity International Business School, Amity University, Noida, India. Email id: msharma9@amity.edu Online published on 23 March, 2018. Abstract This paper aims to find out the purchase intentions of the consumers in the region of Delhi. This paper is an extension of previous research which aimed to find the awareness level, consumption and perception of the consumers about green products in Delhi. The success of any product depends on the intentions of the consumers to purchase it. This paper assesses the intentions of the consumers regarding green products. Structured and undisguised form of questionnaire was used and it got filled from 120 respondents across delhi by the researchers. Various statistical tests were to test the hypotheses and fulfill the objectives of this study. The study will be helpful to all the researchers and academicians who want to seek some knowledge in this field and can use the results to back up or contradict their own studies. The study suggested that retailers should keep a wide range of green products in order to attract consumers and not just for the name sake (Joshi & Rehman, 2015). In another paper, green product quality and green consumer satisfaction are found to be the main factors for future green product purchases. Moreover, consumers are environmentally conscious so marketers should display environmental concern in their marketing tactics. While doing advertising and promotions more focus should be given on the environment and its health. Moreover, it is seen that there is no significant relationship between willingness to pay more and gender, age, education and income which means a uniform strategy can be applied to all genders, groups of ages, income and education. Marketers can save a lot of money and resources by developing a single strategy for all. Top Keywords Green Products, Purchase Intentions, Consumer Behavior, Green Marketing. Top |