The market for organic food products in India has
gained significant momentum in the last decade. This paper studies the impact
of green nudges (defined below) on the purchasing patterns of middle-class
consumers in urban India. For this purpose, the study undertook a quantitative
approach, conducting two surveys. One of the surveys was randomly assigned to a
control group, while the other was administered to a treatment group. The
sample size was 242 in total, with 123 responses from the respondents in the
control group and 119 from those in the treatment group. The treatment group
received the green nudges in the form of “framing”, while the control group did
not. The data received was analyzed for significance using two-samplet-tests as well as Mann-WhitneyU-tests and it was concluded
that the green nudges likely impacted the purchasing patterns of these
consumers for the various categories of products studied. The effects are
comparatively more significant for organic fruits, vegetables and dairy
products as compared to proteins. Therefore, this research emphasizes the
potential of green nudges as effective strategies to boost sales of organic
produce and facilitate environmentally sustainable purchasing decisions by
consumers.
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