An Empirical Study on Influence of Greenwashing on Consumer Behaviour

Authors

  • Dr. Prasanna Sivanandam, Samuel Vincent S., Paul Selvamani C. S.

Abstract

The paper titled empirical study on influence of greenwashing on consumer behaviour. The objective is to find out the relationship between greenwashing and consumer behaviour. To determine the demographic profile of consumers, the study is made on descriptive basis and primary data is collected on the probability basis from 120 respondents and is analysed using SPSS tool. Collected data was classified, tabulated and analysed using Statistical tool such as frequency analysis and regression analysis were used. The frequency analysis result show that majority of the responders were male (60%) and of age between 20  to 30 years. This is because most of the respondents work in private firms  whose monthly income is between 20,000 to 45,000. The majority of the customers education qualification is Under Graduate and majority of them work in private concern. From the regression analysis we found that greenwashing is influencing consumer behaviour. The consumer behaviour is determined to the extent of 66.5 percentage with respective greenwashing.

Published

2020-02-29

Issue

Section

Articles