Environment-friendly Products as a Csr Strategy and Its Effect On Purchase Behaviour of Young Consumers

An anticipated emergence of the concept of corporate social responsibility galvanized many companies and industries to engage themselves into more meaningful marketing of environment friendly products (Vandermerwe and Oliff, 1990). Numerous campaigns by marketers also focused on the concomitant desire for green/environment friendly products by consumers (Mendleson and Polonsky, 1995; Peattie and Crane, 2005; Wong et.al., 1996). The emergence of the green consumerism in the mid 1990s also contributed towards the rise in the demand of the environment friendly products (Uusitalo and Oksanen, 2004).The triple bottom line concept of CSR(social, environmental, legal) has taken the frontline. Also nearly fifty percent of the Indian population consists of Youth and young consumers, which constitutes a potentially large group of consumers. These large group of young consumers are overlooked and rarely been studied for their response towards environment friendly products (Chan, 2001; Yam-Tang and Chan, 1998).Young consumers have emerged as a potential market for environment friendly products. Also the pandemic situation due to the spread of the Corona Virus worldwide has motivated people towards the green and immunity boosting products. People are now more influenced towards the environment friendly products. The present study is therefore an attempt to identify the effective factors that motivate the young consumers to engage in the purchase of environment-friendly products in India.