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Purpose: The study's primary objective is to learn how environmental concerns affect customers' decisions to purchase green commodities in Saudi Arabia and India. This research will also shed light on the impact environmentally conscious purchasing has had on both economies. Furthermore, explored are the demographic variables (age, gender, and level of education) and factors (perception behavioural, control subjective standards, environmental concern, and environmental awareness) that influence customer usage and purchasing of green products.
Design/Methodology/Approach: Primary data was collected through purposive sampling as sample must be educated enough to understand the concept of eco- marketing. The size of the sample was three hundred forty. 140 consumers from Saudi Arabia and remaining 140 from India. Different statistical tool was applied to analyse the data.
Findings: Based on data and information to be collected must be brought into analytical study and must let us direct towards certain findings that might help us to arrive at final conclusion. In this way it will help the Policy makers and Managers to formulate the policies & strategies to encourage the green purchase. The findings provide valuable information about the driving forces behind green product purchases, both positive and negative. Considerations like Consumers' perceived behavioural have no effect on green product purchasing whereas environmental concern, and environmental awareness, and subjective norms are seen as motivators.
Practical & Social implication: The goal is to have all types of consumers buy eco-friendly goods. On the other hand, it was discovered that gender, age, and educational qualification were the demographic variables that had a relationship with people's propensity to buy environmentally friendly products.
