{"id":9496,"date":"2024-10-26T04:57:17","date_gmt":"2024-10-26T03:57:17","guid":{"rendered":"https:\/\/icertpublication.com\/?page_id=9496"},"modified":"2026-04-03T09:07:57","modified_gmt":"2026-04-03T03:37:57","slug":"understanding-the-dynamics-of-green-product-adoption-among-consumers-a-south-goa-perspective","status":"publish","type":"page","link":"https:\/\/icert.org.in\/index.php\/shodh-sari-2\/sodh-sari-vol-3-issue-4\/understanding-the-dynamics-of-green-product-adoption-among-consumers-a-south-goa-perspective\/","title":{"rendered":"Understanding the Dynamics of Green Product Adoption Among Consumers: A South Goa Perspective"},"content":{"rendered":"\t\t
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Shodh Sari-An International Multidisciplinary Journal<\/h1>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Vol-03, Issue-04 (Oct-Dec 2024)<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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An International scholarly\/ academic journal, peer-reviewed\/ refereed journal, ISSN : 2959-1376<\/h5>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t
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Understanding the Dynamics of Green Product Adoption Among Consumers: A South Goa Perspective\n<\/h4>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Shanbhag, Pooja <\/span>1<\/span><\/span><\/p>

1<\/span><\/span>Assistant Professor in Commerce, VVM’s Shree Damodar College of Commerce & Economics<\/span><\/p>

Margao-Goa<\/span><\/p>

Pereira, Pretty Louiza<\/span>2<\/span><\/span><\/p>

2<\/span><\/span>Assistant Professor in Economics & Banking, VVM’s Shree Damodar College of Commerce & Economics, Margao-Goa<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

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DOI: <\/span>https:\/\/doi.org\/10.59231\/SARI7772<\/span><\/a><\/p>

Subject: Commerce \/ Environmental Marketing<\/span><\/p>

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Received: May 15, 2024<\/span><\/p>

Accepted: July 10, 2024<\/span><\/p>

Published: Oct 01, 2024<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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Thematic Classification: Green Product Adoption, Consumer Behavior, Sustainable Marketing, Environmental Awareness, South Goa Market Study, Eco-friendly Consumption.<\/span><\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

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Abstract<\/h6>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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In today\u2019s landscape of increasing environmental challenges, the well-being of consumers, both locally and globally, faces unexampled threats. This has led to a profound shift in consumer attitudes, perceptions, and preferences, with an increasing sensitivity towards environmental concerns shaping their purchasing decisions. Eco-friendly marketing has emerged as a pivotal tool in meeting consumer demands while simultaneously safeguarding the environment and benefiting society in more sustainable ways. In light of the growing environmental consciousness, it is essential for companies to delve deeper into not just consumer buying behavior, but also the underlying factors influencing it and consumer satisfaction with eco-friendly offerings. This research study seeks to delve into the intricate dynamics of consumer behavior towards eco-friendly products in the state of Goa and also makes an attempt to find out the factors that influence consumers\u2019 decision-making when choosing eco-friendly products.<\/span><\/p>

Keywords<\/span>: buying behavior, ecofriendly, sustainable, Consciousness<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

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Impact Statement<\/h6>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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The research titled \u2018<\/span>Understanding the Dynamics of Green Product Adoption Among Consumers: A South Goa Perspective <\/span>investigates the critical factors influencing consumer behavior toward green products. Attempt was made to explore the attitudes, concerns, and purchasing patterns of the local consumers towards gree \/ eco-friendly products. The study highlights the growing awareness of environmental issues and the need for accepting eco-friendly alternatives. Further, the findings contribute to the understanding of consumer psychology in a regional context, offering practical implications for businesses, policymakers, and marketers seeking to promote green products effectively.<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

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About The Author<\/h6>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Ms. Pooja Shanbhag<\/span> is an accomplished academic professional, currently serving as an Assistant Professor in the Department of Commerce & Management at Vidya Vikas Mandal\u2019s Shree Damodar College of Commerce & Economics, Margao, Goa. She holds a postgraduate degree in Commerce with a specialization in Accounting & Finance. A dedicated educator with 9 years of experience in teaching and mentoring students, she is also passionate about research, having presented papers at national and international conferences. This involvement highlights her keen interest in contributing to the academic and research community. Her primary interests include corporate governance, stock market, fintech, human resources and marketing management. Her teaching philosophy centers around creating a supportive and dynamic learning environment where students can thrive both intellectually and personally.<\/span><\/p>

\u00a0<\/p>

Ms.Pretty Louiza Pereira<\/span> serves as an Assistant Professor in the Department of Economics & Banking at VVM\u2019s Shree Damodar College of Commerce and Economics, Margao. With a master\u2019s degree in Economics and five years of teaching experience, she is dedicated to fostering a deep understanding of economic principles among her students. As an Associate NCC Officer (ANO) of the Naval Wing, Pretty successfully completed the rigorous 90-day PRCN course at the Officer Training Academy in Gwalior, showcasing her commitment to both academic and personal growth. She has actively contributed to the field through numerous presentations at national and international conferences, and her research has been published in various reputable journals, including UGC CARE-listed publications. Pretty\u2019s academic journey reflects her commitment to excellence and passion for empowering the next generation of economic thinkers and leaders, while her involvement in the NCC highlights her dedication to holistic student development and discipline.<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

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Cite this Article\n\n\n<\/h6>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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APA 7th Style:<\/span> Shanbhag, P., & Pereira, P. L. (2024). Understanding the dynamics of green product adoption among consumers: A South Goa perspective. <\/span>Shodh Sari-An International Multidisciplinary Journal<\/span>, <\/span>3<\/span>(04), 392\u2013401. <\/span>https:\/\/doi.org\/10.59231\/SARI7772<\/span><\/a><\/p>

Chicago 17th Style:<\/span> Shanbhag, Pooja, and Pretty Louiza Pereira. “Understanding the Dynamics of Green Product Adoption Among Consumers: A South Goa Perspective.” <\/span>Shodh Sari-An International Multidisciplinary Journal<\/span> 3, no. 4 (2024): 392\u2013401. <\/span>https:\/\/doi.org\/10.59231\/SARI7772<\/span><\/a>.<\/span><\/p>

MLA 9th Style:<\/span> Shanbhag, Pooja, and Pereira, Pretty Louiza. “Understanding the Dynamics of Green Product Adoption Among Consumers: A South Goa Perspective.” <\/span>Shodh Sari-An International Multidisciplinary Journal<\/span>, vol. 3, no. 4, 2024, pp. 392-401, <\/span>https:\/\/doi.org\/10.59231\/SARI7772<\/span><\/a>.<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

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Statements & Declarations\n\n<\/h6>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Review Method:<\/span> This article underwent a double-blind peer-review process by two independent external experts in Sustainable Marketing and Consumer Economics to evaluate the survey methodology and the regional validity of the consumer behavior analysis in South Goa.<\/span><\/p>

Competing Interests:<\/span> The author Pooja Shanbhag and the author Pretty Louiza Pereira declare that they have no financial, personal, or professional conflicts of interest that could have inappropriately influenced the research findings or the interpretation of data regarding eco-friendly product consumption.<\/span><\/p>

Funding:<\/span> This research was conducted as part of the authors’ academic activities at VVM’s Shree Damodar College of Commerce & Economics. No specific external grants or commercial funding from environmental advocacy groups or green-label brands were received for this work.<\/span><\/p>

Data Availability:<\/span> The analysis is based on primary data collected through a structured questionnaire targeting consumers in South Goa. The manuscript includes descriptive statistics and correlation analyses related to environmental awareness and purchase intention. Supporting datasets are maintained at the authors’ institutional research department.<\/span><\/p>

License:<\/span> Understanding the Dynamics of Green Product Adoption Among Consumers: A South Goa Perspective<\/span> \u00a9 2024 by Pooja Shanbhag and Pretty Louiza Pereira is licensed under <\/span>CC BY-NC-ND 4.0<\/span>. This work is published by the International Council for Education Research and Training (ICERT).<\/span><\/p>

Ethics Approval:<\/span> The study involved human participants through voluntary surveys. Informed consent was obtained from all respondents, and the research protocol adhered to the ethical standards for social science research as approved by the Institutional Ethics Committee.<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

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References<\/h6>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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  1. Chatterjee, S., & Chaudhuri, A. (2019). Understanding the antecedents of green purchase behavior: A study based on the theory of planned behavior. <\/span>Management of Environmental Quality: An International Journal<\/span>, <\/span>30<\/span>(5), 953\u2013970.<\/span><\/p><\/li>

  2. Chughtai, A. A. (2020). <\/span>Impact of factors affecting buying decisions to purchase eco-friendly products<\/span>.<\/span><\/p><\/li>

  3. Ibrahim, C. (2018). <\/span>Consumption behaviour towards eco-friendly products: The influencing factors<\/span>.<\/span><\/p><\/li>

  4. Mohan, D., & Joseph, J. (2022). <\/span>A study on consumer awareness towards green marketing and green products<\/span>.<\/span><\/p><\/li>

  5. Prakash, G., & Pathak, G. S. (2018). Understanding green product purchase behaviour in emerging markets: A theoretical framework and empirical investigation. <\/span>International Journal of Consumer Studies<\/span>, <\/span>42<\/span>(1), 123\u2013132.<\/span><\/p><\/li>

  6. Sathyapriya, P., & Dr Sekar, P. (2020). <\/span>Green product and consumer behaviour: An analytical study<\/span>.<\/span><\/p><\/li>

  7. Singh, M. (2023). Emerging trends of E-Commerce in India. <\/span>Shodh Sari-An International Multidisciplinary Journal<\/span>, <\/span>02<\/span>(04), 382\u2013391. https:\/\/doi.org\/10.59231\/sari7646<\/span><\/p><\/li>

  8. Orji, E. I., Idika, D. O., Okeke, S. U., Anakwue, A. L., & Ntamu, B. A. (2023b). Global Warming and Impacts: Green entrepreneurship to the rescue. <\/span>Shodh Sari-An International Multidisciplinary Journal<\/span>, <\/span>02<\/span>(04), 222\u2013237. https:\/\/doi.org\/10.59231\/sari7636<\/span><\/p><\/li><\/ol>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

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    Shodh Sari-An International Multidisciplinary Journal Vol-03, Issue-04 (Oct-Dec 2024) An International scholarly\/ academic journal, peer-reviewed\/ refereed journal, ISSN : 2959-1376 Understanding the Dynamics of Green Product Adoption Among Consumers: A South Goa Perspective Shanbhag, Pooja 1 1Assistant Professor in Commerce, VVM’s Shree Damodar College of Commerce & Economics Margao-Goa Pereira, Pretty Louiza2 2Assistant Professor in […]<\/p>\n","protected":false},"author":1,"featured_media":0,"parent":8763,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"_acf_changed":false,"postBodyCss":"","postBodyMargin":[],"postBodyPadding":[],"postBodyBackground":{"backgroundType":"classic","gradient":""},"site-sidebar-layout":"no-sidebar","site-content-layout":"page-builder","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"disabled","ast-breadcrumbs-content":"","ast-featured-img":"disabled","footer-sml-layout":"","theme-transparent-header-meta":"default","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"footnotes":""},"class_list":["post-9496","page","type-page","status-publish","hentry"],"acf":[],"_links":{"self":[{"href":"https:\/\/icert.org.in\/index.php\/wp-json\/wp\/v2\/pages\/9496","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/icert.org.in\/index.php\/wp-json\/wp\/v2\/pages"}],"about":[{"href":"https:\/\/icert.org.in\/index.php\/wp-json\/wp\/v2\/types\/page"}],"author":[{"embeddable":true,"href":"https:\/\/icert.org.in\/index.php\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/icert.org.in\/index.php\/wp-json\/wp\/v2\/comments?post=9496"}],"version-history":[{"count":12,"href":"https:\/\/icert.org.in\/index.php\/wp-json\/wp\/v2\/pages\/9496\/revisions"}],"predecessor-version":[{"id":31594,"href":"https:\/\/icert.org.in\/index.php\/wp-json\/wp\/v2\/pages\/9496\/revisions\/31594"}],"up":[{"embeddable":true,"href":"https:\/\/icert.org.in\/index.php\/wp-json\/wp\/v2\/pages\/8763"}],"wp:attachment":[{"href":"https:\/\/icert.org.in\/index.php\/wp-json\/wp\/v2\/media?parent=9496"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}