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Home > Archives > Volume 20, No 8 (2022) > Article

DOI: 10.14704/nq.2022.20.8.NQ22987

ANALYSIS OF PURCHASING BEHAVIOUR OF MILLENNIALS TOWARDS ECO-FRIENDLY ELECTRONIC PRODUCTS IN CHENNAI

Ms. YAMINI M., Dr. P. Na. KANCHANA

Abstract

The technological advancement and speedy process of globalization continue in the world have brought many environmental issues such as global warming, pollution, etc.that affects all the livings in the world. Nowadays, consumers have worried about the future of the world and as results of this, they mostly prefer eco-friendly products. The organizations, in return to this behaviour of the consumers, have started to formulate their marketing strategies to satisfy theconsumerstowardstheir products. In this scenario, this study is conducted to analyse the perception, satisfaction and post-purchase behaviour of millennial consumers towards eco-friendly electronic products in Chennai. This study is exploratory in nature and use mixed research approach. The researcher adopted Convenience Sampling method. This study is based on a sample of 110 millennial consumers (who born between 1981 and 1996) who are buying eco-friendly electronic products in Chennai district.After the data collection by using structured questionnaire, descriptive and inferential statistical analysis are carried out to analyse the data. Independent Sample “t” Test, Correlation and Multiple Regression are applied to test the hypotheses and analyze the millennial consumer purchasing behaviour towards eco-friendly electronic products. The study revealed that Gender of the millennial consumers and Years of usage of eco-friendly products have influence on the perception, satisfaction and post-purchase behaviour of millennial consumers towards eco-friendly electronic products. It is also found that there are strong positive relationships amongPerception, satisfaction and post-purchase behaviour of millennial consumers. Out of four aspects of eco-friendly products,‘Product Quality’ has contributed more and ‘Product Availability’ has contributed lesser to the post-purchase behaviour towardseco-friendly electronic products when compared with others. Based on the results of the study, it is suggested that the manufacturers, traders, marketers of the Electronic Products should take more appropriate steps to formulate and implementenvironmental (green) marketing strategies in order toimprove the positive millennial consumer behaviour towards their electronic productswhich would ultimately lead tobetter business performance.

Keywords

Eco-friendly Products, Millennials, Product Quality, Product Availability, Concern for Environment, Satisfaction, Post-purchase behaviour.

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