Factors Influencing Consumer Preferences for Green Products: A study in and around Kolkata(West Beng

The concept of environmental consciousness has become a necessity to save the mankind. It is evident that the feeling for the health of environment and consumers is being resulted in the emergence of the usage of green products at the cost of traditional or conventional products. However, the magnitude of usage of green products is much behind the ideal one to safeguard the consumers and environment at large. Thus stretching the incidence and depth of usage of green products is a must. It is necessary to know the factors which insist to go for the green products. This study has been undertaken to collect responses from the green product users, specifically in cosmetic and food category in and around Kolkata(India) to find out the significant factors influencing consumers' preferences for them. The study also tries to establish whether there is any significant impact of demographic profile of the consumers on their preference towards green products.The findings so obtained will help in augmenting the usage of green products and hence contribute to safeguard the health of consumers and environment at large.