Effect of Consumers’ Environmental Consciousness and Environmental Friendliness on Brand Preference

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Background: There has been growing interest among consumer regarding the environment. The modern consumer is increasingly concerned toward the environment and tend to acquire product that are environmentally friendly. It is important for the brand to determine which of the factors stimulate the consumer toward acquisition of environmentally friendly products. Aim: The aim of the current paper is to analyse the influence of consumer environmental consciousness and the environmental friendliness over the brand preference. Method: In order to attain the research aim, the paper has utilised quantitative and deductive approach. The data was collected through primary sources i.e., survey. The survey was conducted on 100 consumer through convenience sampling. The data was analysed through correlation, regression, descriptive and demographic analysis. Findings: The findings of the study revealed that there exists significant correlation between environmental friendliness and consciousness with brand preference. While, the regression analysis revealed that there exist significant influence of environmental consciousness and environmental friendliness over the preference of the brand.