Role of socio demographics in profiling green consumers

Environmental concern is a major factor in consumer decision making. With green product markets expanding at a remarkable rate companies pursue market opportunities in the production and promotion of environmentally sensitive goods and services. By adopting resource conserving and environmentally-friendly strategies in all the stages of the value chain the firms can satisfy the growing environmental concerns of humanity. Socio demographic characteristics and their impact on attitude is an area where much research has not been conducted. This paper attempts to analyze the role of socio demographic variables. For this purpose 150 consumers of Thrissur are purposively selected and ANOVA is used for data analysis. Results from analysis revealed that the socio-demographics factors and attitude towards environment quality are related.