Main Article Content
Abstract
Unsustainable level of utilisation of products and services in the last decade lead to serious sustainability issues such as atmospheric conditions, increased contamination in the environment, therefore it becomes necessary to purchase those products which are safe for the environment. This study helps is exploring the factors influencing the behaviour of customers towards the purchase of green products. For the purpose of this study 77 articles and research papers related to the topic were reviewed from the time period of 2000-2018. Study identified several drivers and barriers influencing customers’ decision to purchase green products and gives reasonable justification for the attitude-behaviour inconsistencies. Some driving factors such as customer’s environmental concern, environmental awareness and product functional attributes appeared as significant determining factor of green purchase behaviour. Therefore, the identification of various factors will be useful for the marketers and policy makers in formulating those strategies that will motivate green purchasing.