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Consumer Behaviour Research Paper

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Sustainable Consumption: The Role of Eco Labels on Consumers’ Buying Decision

K. SALINI * & Dr. BINO THOMAS **
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* Research Scholar, Department of Commerce & Centre for Research, BAM College, Thuruthicad Mahatma Gandhi University, Kerala. Mob: 09895423282 Email: saliniksaju001@gmail.com

** Head of the Department, Department of Commerce &Centre for Research, BAM College, Thuruthicad, Mahatma Gandhi University, Kerala. Mob: 09447116565 Email: binovavolickal@gmail.com.

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Abstract
This study aims to give information about the effect of eco labels on customers purchasing behaviours. The increase public concern in relation to their surrounding …show more content…

Businesses that offer products which are manufactured and designed with an environmental marketing mix have a long term competitive advantage (Wang, 2012). Sustainable marketing strategy helps in competitive advantage and cost savings (Kumar et al; 2012). Consumers will increasingly favour products and services from companies with strong sustainability practices. A major consequence of China’s and India’s rapid growth will be ongoing depletion of natural resources. Aspiration for economic progress and better life style will cause shortage in vital commodities. A better understanding of consumers’ buying behaviour will allow businesses to acquire more market-applicable approach to sustain in the competitive market. Individual consumers are asked to incorporate environmental or green factors into their buying behaviour, be it by consuming less, “thinking green” and are willing to pay more for environmentally friendly products consuming locally, purchasing environmentally friendly products, recycling and sharing, among many approaches to improved, greener consumer behaviour (Sarumathi, 2014). Consumers today are increasing. The increasing numbers of consumers who prefer and are willing to buy these …show more content…

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