Eco-friendliness or being green is a natural way of being friendly to nature by not harming the environment. This can be achieved by following eco-friendly practices in day to day life. There are many factors that influence the purchase decision of a green customer. The purchase decision of customer is influenced by economic, social, financial and demographic factors. Green consumers across the world purchase different kinds of green products. These items vary from food products to household items. In this paper, the green product features that influence the online purchase decision of a green customer is studied.
Department of Business Administration, Annamalai University, Tamil Nadu, India
Dr. Samudhra Rajakumar
Department of Business Administration, Annamalai University, Tamil Nadu, India.
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