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‘Green Pricing’ and ‘Green Buying Decisions’-a Case Study of Young Consumers

Abstract


Green price plays an important role in green product buying decision and green buying activities. This study examines the existence of association between influence of green price and involvement of green buying decision and reveals that there exist association between the degree of influence of green price and the degree of involvement in green buying decision in respect of the young consumers in urban areas of north east India.


Keywords

Green marketing, green marketing mix and green price

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