Journal Press India^®

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Purpose: The main objective of the study was to find out the Urban consumers’ perception towards Green products in Kumaun division of Uttarakhand.

Methodology/Approach: The purpose of this paper was to understand the perception towards Green products of consumers. We collected primary data from 515 respondents from all 6 districts from Kumaun division.  The target population for the study was the urban consumers of Kumaun district covering Almora municipal council, Bageshwar municipal council, Haldwani Municipal Corporation, Rudrapur Municipal Corporation, Tanakpur municipal council and Pithoragarh municipal council through simple random sampling.

Findings: The study's revelations paint a picture of a green-conscious consumer base in Kumaun division. It appears that a significant number of consumers are opting for eco-friendly products, hinting at a high level of environmental awareness. More fascinatingly, this trend isn't just limited to potential buyers; it's nudging them to step into the realm of actual shoppers.

Interestingly, a majority of customers, who predominantly are men over 21 years old with a family income of less than 5 lakh rupees, feel misled by green marketers. They believe they've fallen prey to false claims, adding a layer of complexity to the green consumer journey.

Future Implications and limitations: The study will be helpful for marketers who targeting the consumers of Uttarakhand about Green products and investigating the behaviors of consumers. This study is confined to only one division of Uttarakhand. This study may be extended in Garhwal division or any other area.

Keywords

Green Products, Demographic Factors, Consumer Perception, Uttarakhand

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