A Study on Post-Purchase Behaviour and Consumer Satisfaction Towards Green Durable Products

K. Arul; Dr. R. Murugan

doi:10.69980/redvet.v25i2.2161

K. Arul
Dr. R. Murugan

DOI: https://doi.org/10.69980/redvet.v25i2.2161

Keywords: Green Marketing, Green Durable Products, Post-Purchase Behaviour, Customer Satisfaction, Consumer Behaviour, Vellore district

Abstract

This study examines post-purchase behaviour and consumer satisfaction with respect to green durable products in Vellore District. With the growing importance of environmental sustainability, green marketing has become a key strategy for businesses. Consumers’ expectations often extend beyond the purchase stage, emphasizing satisfaction, quality, and eco-friendly value. This study investigates the relationship between post-purchase experiences and customer satisfaction, providing insights into sustainable consumer behaviour. Data were collected from 100 respondents using structured questionnaires. The analysis, conducted using ANOVA, reveals significant factors influencing satisfaction and repurchase intention. The findings highlight the importance of product quality, eco-labelling, and after-sales service in determining post-purchase satisfaction. The study concludes with recommendations for marketers to strengthen consumer trust and loyalty in green durable products.

Author Biographies

K. Arul

Research scholar, St. Peter's Institute of Higher Education and Research, Chennai, Avadi

Dr. R. Murugan

Professor, St. Peter's Institute of Higher Education and Research, Chennai, Avadi

References

1. Boston Consulting Group. (2022). Consumers are the key to taking green mainstream. Boston Consulting Group Report. https://www.bcg.com
2. González-Viralta, D., Marín-Carrillo, M. B., Marín-Carrillo, G. M., & Espinosa-Mirabet, S. (2023). Positive effects of green practices on the consumers: An empirical approach. Journal of Business Research, 158, 113711. https://doi.org/10.1016/j.jbusres.2023.113711
3. Islam, J. U. (2024). From status to sustainability: How social influence and sustainability consciousness shape green purchase intentions. Journal of Retailing and Consumer Services, 76, 103569. https://doi.org/10.1016/j.jretconser.2023.103569
4. Luo, G. L., He, L. L., Zhang, X. Y., & Wang, S. H. (2023). Impact of consumer information capability on green consumption intention: Mediating role of green trust and media publicity. Sustainability, 15(4), 3567. https://doi.org/10.3390/su15043567
5. Ogiemwonyi, O., Harun, A., Alam, M. N., Karim, A. M., & Ali, M. (2023). Environmental factors affecting green purchase behaviours: Evidence from emerging markets. Journal of Cleaner Production, 382, 135375. https://doi.org/10.1016/j.jclepro.2022.135375
6. Witek, L., Kułyk, P., & Sadowska, M. (2023). Green purchase behaviour gap: The effect of past behaviour and environmental concern. International Journal of Consumer Studies, 47(2), 202–214. https://doi.org/10.1111/ijcs.12893