Motivation for Buying Green Electronics:A Study of Young Customers in Delhi-NCR Region

The planet earth is witnessing disastorous outcomes which are the after-effects of deeds of man-kind. Consequently, the environmental issues and in turn environmental consciousness has gained importance in all the spheres worldwide. This study focuses on high-tech industry of electronic appliances and gadgets as there is huge demand of these product items and in turn they have shorter life span. An intense impact on consumer behaviour can be seen because of high environmental consciousness and the fact that the market of electronics items escalating at a significant rate. The responsibility of marketers has become more multifaceted because as per the prevailing market scenario, there is a need to target the “greener” and “younger” segments in a different way. It is need of the hour to outline and highlight the motivational factors of “ecologically conscious” young Indian consumer towards buying green electronics. For this study, four hundred eighty seven respondents were approached from Delhi-NCR. The data was tested by means of exploratory factor analysis, subsequently by confirmatory factor analysis so that the results can be validated and substantiated with a framed and tested model. The outcomes of the studyhighlights the key factors which triggers the motivation of consumers to go for green marketing practices.Future implications of the study were discussed.