Paper Contents
Abstract
Green marketing is becoming more popular as businesses alter their product offers in response to rising customer knowledge of environmental challenges. Unsurprisingly, consumer consumption habits typically have an impact on this because they are evolving in response to the direct influence of wider social groups. Due to the numerous waste issues that the use of plastic bags causes, the emergence of eco-friendly bags is having a comparable impact on the plastic bag sector. By examining whether social effects impact and serve as a mediator between customersviews and purchasing intentions toward eco-friendly bags, this study seeks to understand consumersintentions toward the purchase of eco-friendly bags. The survey was conducted in Siliguri City of West Bengal. Both the exploratory research design and the quantitative research approach were used. 218 respondents responded to the given survey questionnaires. The sample was collected using the convenience sampling method, and the results were statistically analyzed using SPSS. The findings show that environmental awareness, environmental concerns, are widely spread and which results in considering the purchase of eco-friendly bags to be a worthy investment in terms of time and money and recommending others also to buy the same still if eco-friendly bags are available at a higher cost than plastic bags that dont turn into a real investment. Also, it has been revealed that gender has an impact on considering the investment to be worthy whereas it doesnt have any impact on influencing the society. Keywords: Consumers Purchasing Behavior, Consumers Purchasing Intentions, Eco-Friendly Bags, Social Influence, and Plastic Bags.
Copyright
Copyright © 2024 Surendra Kumar Saha. This is an open access article distributed under the Creative Commons Attribution License.
