Effect of demographic factors on purchase intention of consumers towards led lighting products: an analytical study

TLDR: In this paper, the authors investigated the effect of demographic factors on the purchase intention of consumers towards LED lighting products and found that consumer attitudes, consumer behavior, attributes of LED and purchase intention are all correlated.

Abstract: Green marketing is the marketing of products that are presumed to be environmentally preferable to others. Thus green marketing incorporates a broad range of activities, including product modification, changes to the production process, sustainable packaging, as well as modifying advertising. Seeing this changing trend, it becomes all the more important to study effect of demographic factors on purchase intention of consumers towards LED lighting products. It becomes important to investigate that whether informed consumers are willing to pay premium prices for greener products or not. Descriptive Research methodology has been followed in the study wherein first observations are made and thereafter preliminary information is gathered with the help of survey using a questionnaire. In the current study, initially customer attitude and behaviour towards purchase of LED is being observed across various demographic profiles like Age, Gender, income and education. And further also analyses the purchase intention of consumers towards LED lighting products across all the demographics. In the study, the correlation analysis suggested that consumer attitudes, consumer behavior, attributes of LED and purchase intention are all correlated.