Exploring the Environmental Knowledge of Urban and Rural Consumers and Its Impact on Green Purchase Behavior

The rapid economic growth has increased the demand for products and services in the market place. On the other hand there is a vice-versa effect on the environment. This unsustainable growth was taken due consideration and this research was done with an objective to explore the environmental knowledge of consumers and their impact on green purchase behavior in the context of urban and rural scenario. This study indicates the inter-correlation effect of environmental knowledge and its impact on selected green product purchase behaviour. The study result provides a reasonable support for the companies who come out with green product offering and to design their marketing campaign as well.