• Indrajit Ghosal Amity Institute of Information Technology (AIIT), Amity University, India
  • Bijoy Gupta Raniganj Institute of Computer and Information Sciences, Raniganj, India
  • Moumita Dey IMS Business School, Kolkata, India
  • Bikram Prasad Seacom Skills University, Bolpur, India



The ingesting of food has a significant impact on the environment, individuals, and public health. This current study aims to investigate the personal and situational factor/factors that influence to consumer towards buying online green products. The selected factors have been chosen like Online Delivery, Flexible Payment Option, Reasonable Price with Discount, Company Branding, Availability of Products and, Rating and Review with objective to achieve success on factors liable for the acceptance of online buying green products and identify the specific factors like Flexible Payment Option, Availability of Products which influence more to change the buying attitude towards online green products of consumers. In the present study, qualitative data have been collected through a structured questionnaire from 100 respondents in and around Kolkata district. A five-point Likert Scale adopted to collect the data. Well-known statistical methods such as Factor Analysis, Regression Analysis have also been used to analyze the collected data to reach the conclusions. From the findings, the author concluded that the two variables out of six selected variables such as flexible payment option and availability of products significantly influencing the consumers’ behaviour towards online purchase of eco-friendly products.


Eco-Friendly Products, Green Marketing, Consumers’ Awareness, Emerging Market, Factor Analytic Approach, Regression Model


Download data is not yet available.


Ali, M.J., Jhony, M.J.A. & Shakil, A. (2017). Consumer Perception Towards Green Practice: An Empirical Study on Young Consumer from Bangladesh Perspective. Journal of Economics and Sustainable Development, 8(23), pp 10-18.

Bhalerao, S.A. (2014). Green Marketing: A New Marketing Strategy for Environmentally Compatible Products. International Journal of Development Research, 4(8), pp 1757-1764.

Bhatia, M. & Jain, A. (2013). Green Marketing: A Study of Consumer Perception and Preferences in India. UCLA Electronic Green Journal, 36, pages 20.

Daniel, C.O. (2019). Assessing the Role of Green Marketing in Small and Medium Enterprises. International Journal of Scientific and Research Publication, 9(1), pp 693-699.

George D. & Mallery, P. (2001). SPSS for Windows Step-by-Step: A Simple Guide and Reference, 14.0 update. 7th edition. Allyn & Bacon, Boston.

He, H. & Zhu, L. (2020). Online Shopping Green Product Quality Supervision Strategy with Consumer Feedback and Collusion Behaviour. PLoS ONE, 15(3), pages 19.

Jaju, A. (2016). A study of the Impact of Green Marketing on Consumer Purchasing Patterns and Decision Making in Telangana, India. National College of Ireland, Dublin. Retrieved from:

Jamal, Z.B., Islam, S. & Barua, P. (2016). Analyzing Factors that Affect Green Purchase Behaviour: From the Context of Bangladeshi Consumers. Journal of Economics, Business Management, 4(10), pp 611-617.

Kardos, M., Gabor, M.R. & Cristache, N. (2019). Green Marketing’s Roles in Sustainability and Ecoprenuership. Case Study: Green Packaging’s Impact on Romanian Young Consumer’s Environmental Responsility. Sustainaibility, 11(3), pp 1-12.

Maheswari, S.P. (2014). Awareness of Green Marketing and Its Influence on Buying Behaviour of Consumers: Special Reference to Madhya Pradesh, India. AIMA Journal of Management and Research, 8(1/4), pages 14.

Mishra, P. & Devakumar, G. (2018). Factors Influencing Consumer Preference Intention of Organic Apparel Products- A Structure Review. Pacific Business Review International, 11(6), pp 130-146.

Nunnally, J.C. (1978). An Overview of Psychological Measurement. Springer, Boston.

Parasuraman, A.P., Zeithaml, V.A. & Berry, L.L. (1985). A Conceptual Model of Service Quality and its Implication for Future Research (SERVQUAL). Journal of Marketing, 49(4), pp 41-50.

Ranjan, R.K. (2020). Green Marketing: An Exploration through Qualitative Research. Global Journal of Management and Business Research, 19(8), pp 26-35.

Robinson, P.B., Stimpson, D.V., Huefner, J.C. & Hunt, H.K. (1991). An Attitude Approach to the Prediction of Entrepreneurship. SAGE Journals, 15(4), pp 13-32.

Siddique, M. Z. R. & Hossain, A. (2018). Sources of Consumer Awareness toward Green Products and Its Impact on Purchasing Decision in Bangladesh. Journal of Sustainable Development, 11(3), pp 9-22.

Singh, C. & Patton, A. (1985). Reliability Evaluation of Emergency and Standby Power Systems. IEEE Transactions on Industry Applications, 2 (IA-21).

Yong, F.Y. & Rashad Y. (2015). Green Marketing: A Study of Consumer’s Buying Behaviour in Relation to Green Products. Global Journal of Management and Business Research: E Marketing, 15(5), pp 17-23.



How to Cite

Indrajit Ghosal, Bijoy Gupta, Moumita Dey, & Bikram Prasad. (2021). IMPACT OF OUTLINING FACTORS TOWARDS ONLINE GREEN PRODUCTS: AN EMPIRICAL INVESTIGATION ON CONSUMERS’ AWARENESS. International Journal on Recent Trends in Business and Tourism (IJRTBT), 5(1), 1-7.