An empirical study of impact of green retailing on customers buying behaviour

Retailing is an age old business. The new retail formats are available now to provide better services and products to customers, this has transformed our traditional, un organised retailing to organized retailing, due to changing demographics, nuclear families, higher disposable income and improved agri-produce realisation have made smaller cities and rural areas the future hotbeds of growth. Green retailing practices adopted by retailers as corporate social responsibility are becoming area of concern. Green retailing practices in the organizations need to follow regulatory compliances and practice conceptual tools such as corporate social responsibility, product stewardship and pollution control practices. Previous studies have paid much attention on product quality, corporate image, customer satisfaction, and customer loyalty, but none have explored them about green innovation or environmental management aspects.
This research intends to identify the impact of customer demographics on buying behaviour of customers for ‘green products’ in the retail outlets.
Data for this study was gathered through a five point Likert´s scale questionnaire administered personally on customers at point of purchase. Respondents for this study were selected randomly. The study reveals that demographic factors have a significant impact on the buying behaviour of the customers. Age, gender, marital status, occupation, income and family size bears upon the customer preferences for the environment friendly products.

Received: 2 August 2011

Revised: 25 October 2011

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