AN EXPLORATION OF ISSUES AFFECTING CONSUMER PURCHASE DECISIONS TOWARDS ECO-FRIENDLY BRANDS

This paper summarizes the arguments and counterarguments within the scientific discussion on the issue of eco-consumers purchase decisions through the lens of consumer preferences and patterns of information processing in the course of eco-friendly brands purchase. The main purpose of the research is to bridge the gap in understanding why shoppers in India despite high environmental awareness and positive attitudes practice sustainable consumer behaviour by consuming less than better. Systematization of literary sources and approaches for solving the problem of the low frequency of eco-shopping indicates that positive attitudes and purchase intentions correspond with environmental concerns, however, they are not manifested in more frequent purchase actions. The relevance of the solution of this scientific problem is that it gives orientation to the firms on a better understanding of eco-market in India. Investigation of the topic reveals high ambiguity in buying decisions among young eco-buyers, who are ready to consume more but find it difficult due to high price, poor quality and distribution models of eco-firms. The research established the negligible impact of family members and friends as role models for promoting green sales. Methodological tools of the research methods were comparative studies, regression analysis, Principal Component Analysis and ANOVA to establish the effects of information processing and consumer preferences on the frequency of eco-friendly brands purchasing. The object of research is eco-consumers residing in Delhi and NCR because namely they are more educated and have better access to green products. Convenient sampling covered 194 respondents and was conducted in 2018. The paper presents the results of an empirical analysis of the effects of consumer preferences on the frequency of eco-shopping actions, which showed a significant relationship between purchase frequency and level of environmental concerns. The research empirically confirms and theoretically proves that increasing demand for information about eco-brands does not lead to more often shopping. The results of the research can be useful for eco-firms to enhance marketing-mix capable to offer competitive price, quality, distribution and communication with customers.