A Study of Consumer Switching Behaviour in the Indian Context With Respect to Recycled Products

Abstract

In recent years, the need of every corporation to address the environmental issues has grown multifold. The corporate social responsibility concerns are growing, and it has become an indicator to judge a business performance. In the context of increasing environmental concerns where issues of pollution, generation of wastes, use of toxic substances for packaging, etc. are gaining strong ground, the consumers have also become alarmed and they fully understand the implications of such issues both on nature and earth. The chapter aims to study the behaviour and the change therein of Indian consumers. It is true that all the efforts and policies targeted towards initiative of green marketing cannot be realised if it is not received by the consumers. The chapter proposes to cover the concept of green marketing and its relation to the circular economy, the green marketing practices in Indian context, the attitude and preference of the Indian consumer towards green products, and the switch in the purchase pattern of the Indian consumers with respect to green/recycled products.