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A Study on Green Buying Behaviour towards FMCG: An Application of Bayesian Probabilistic Network

International Journal of Marketing and Business Communication

Volume 6 Issue 3

Published: 2017
Author(s) Name: Dipa Mitra | Author(s) Affiliation: Head, MPhil & PhD Programme, Indian Inst. of Social Welfare & Business Mgt., Kolkata, West Bengal.
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Abstract

The present study has been undertaken to understand the perception and attitude of the green consumer towards FMCG products. A structure questionnaire is developed on the basis of 21 environmental parameters and 308 respondents are surveyed. Principal component analysis and multiple regression analysis have been used to investigate the most substantial factors and their influencing level on green consumers buying behaviour and Bayesian probabilistic network is applied to frame a model for the FMCG marketers to implement policy on the basis of different scenario and causal analysis.

Keywords: Green, Bayesian, Network, Scenario and Causal Analysis

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