DOI: 10.36347/sjebm.2015.v02i02.006

Pages: 182-190

The purpose of the study is to understand the impact of demographic and psychographic variables on green consumer behavior. This paper explains whether innovative behavior had a positive impact on the green consumer behavior. A structured questionnaire was used for primary data collection and secondary data was gathered from journals, books and electronic sources. The sample size for the study is 130. The statistical tools like ANOVA, regression analysis and descriptive statistics were implemented for data analysis. It is found from the study that green consumer behavior is positively influenced by green advertisements and perceived behavior control .The impact of demographic variables like age, gender and occupation etc on green consumer behavior is studied in this paper. This study provides insights for the markets, government and consumers who are interested in green marketing. This paper also provides ideas for future researchers in the field of green marketing.