On-line shopping is a recent phenomenon in the field of E-Business and is definitely going to be the future of shopping in India which is a large and strategic consumer market. E-tailing sales in India is estimated to be $ 0.55 billion in 2011-12 and expected to touch $60-$70 billion by 2020.The potential growth of on-line shopping has triggered an idea of writing a book on on-line shopping in India. The book entails one of unique stuies done on indian e-shoppers on a large scale. The outcome of the study is a model encompassing major factors impacting online shopping Behavior of consumers in India. The study results will help the e-tailers and Marketers across the globe to devise and revamp their strategies for Indian consumers who are large in number and provide great opportunities for Business. The researchers and practitioners could use the study results for conducting future studies in the similar area. The study will also serve as a good reference for management graduates or Trainess to understand and analyse the Behavior of consumers towards online shopping.

Online Shopping Behaviour

The aim of study is to explore the perceptions of customers in purchasing decision of eco-friendly Jute diversified products. This study was followed by sequential mixed methods; quantitative (positivistic) and qualitative methods to explore factors of buying decisions for eco-jute products. A convenience sampling technique was followed. A total of 200 respondents were surveyed at Dhaka city. Ten in-depth interviews also were conducted to find out more details information about participants perception and behaviors. Eco-friendly jute diversified products are shopping bags, laundry bags, shoulder bag, purses, school bags, floor mats, seminar bags and decorative items etc. This industry will have its demand in spite of substitutes artificial fiber based products such as plastic or polythine. This study will help entrepreneurs to design marketing strategies for sustaining in the competitive business world. Green marketing should be practiced for jute diversified products due to its eco-friendliness. The finding of this study is: customers have positive attitudes to jute diversified products but necessary initiatives should be taken to make customer’s satisfaction. Hence, the understanding consumers buying factors or consumer behavior are very significant to entrepreneurs for successful green marketing. For sustainable jute diversified industry, green marketing, more research, and branding are required. Keywords: Consumer behavior, Diversified Jute products, Environment, Eco-friendly products, Green Marketing.

Customer’s Perception towards Buying Eco-Friendly Diversified Jute Products: An Empirical Investigation in Dhaka City, Bangladesh

Objectives – The main objectives of the study are to determine the consumers’ pro-environmental concerns, knowledge of environmental issues, awareness of eco -friendly products, and to makerecommendations based on the findings about their “Green Buying” behaviour in Indian context. Research suggests that consumers who are highly involved and concerned with the environmental issues prefer to buy eco - friendly products and are willing to pay a higher price for such products. This study investigates if pro -environmental concerns among consumers in India are predictive of their any green buying behaviour. Methodology – Data for this study was collected from a highly educated sample of 200 respo ndents using a structured questionnaire. The questionnaire contains questions to measure general consumers’ environmental concern, awareness of eco-friendly products, trust in performance of eco -friendly products and green buying behaviour. Descriptive statistics, factor analysis and correlation techniques were used to analyze the findings of this study. Results – The results indicate that consumers’ pro-environmental concerns significantly affect their green buying behaviour. Also, consumers are willing t o buy eco-friendly products but not many are willing to pay a higher price for such products. The survey findings disclose that consumers’ awareness towards eco-friendly products and their environmental concern impacts their green buying behaviour. Conclusions – While environmental concerns could emerge as one of the powerful drivers that influence purchase, it has actually not resulted in the ability to command a sustainable premium: consumers are willing to buy eco-friendly products, but not pay the high er price. Increased consumer demand will help reduce costs in production of eco-friendly products. Awareness among consumers that their buying choices can make a difference to the environment should be promoted to accelerate the consumption of eco -friendly products.

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M. Ramkumar

Papers

Influence of pro-environmental concerns on green buying: a study with special reference to urban consumers in tamil nadu.