A Study on Consumer Behaviour and Attitude towards Green Building in Bangalore An Exploratory Study

A Study on Consumer Behaviour and Attitude towards Green Building in Bangalore An Exploratory Study

As we step into the era of green revolution, people are becoming more conscious towards the usage of eco-friendly products, starting from bio-degradable hardware products to hybrid automobiles. This change is not restricted towards social acceptance, but has become a conscience effort towards betterment of society as a whole. There have been a plethora of studies that have sprung up from this shift in societal paradigm, concentrating on the independent thought schools, like future and impact of hybrid automobiles, feasibility and necessity of bio-degradable cellular phones. This particular research covers one of the facets of such consciousness which is on the rise ?? Green Homes. The market for green building is at a nascent stage where the success of it depends on three elements: government, consumer and developer. The present study tries to focus on the end user of the product, the consumers. The major findings of the study are related to the demographic variables like age, income and education having positive impact on consumer attitude and behaviour towards green building. An understanding of consumer attitude and behaviour leads to the creation of better policies and marketing strategies. This study will help developers formulate a strong communication strategy in order to influence consumer attitude and behaviour towards green building. Developers can then convert these strategies into profit by making the consumer more aware and knowledgeable towards the benefit derived from the green building. Keywords: Green Building, Consumer Attitude, Consumer Behaviour

Pandey Ishita

Management