Barriers to Adopt Green Brands in India: Consumer’s Perspective

Abstract

This paper aims to review the barriers to adopt Green Brands in India through a Consumer’s point of view and what a brand can keep in mind to develop a green product for Indian consumers, This view point paper is a compilation of different barriers mentioned by various authors in their research papers, The study finds that pricing , peer influence, and past green buying behavior influence the decision to purchase green product, The article proposes a conceptual framework of factors affecting purchase intention such as factors like past environmental attitudes, social and personal norms, economic and poor product designing and management in Indian context, this study will help marketers and strategists in better understanding of these factors in formulation of better green brands