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Purpose:

The purpose of this thesis is to study the factors affecting consumers while taking decision towards electricity providing company.

Theoretical Frame work

This academic work starts by presenting the background information of energy market, and then presents concept of green marketing, social responsibility, green energy, and consumer behavior in literature review. In conceptual frame work authors adopt consumer decision model, and strategic model which will answer research question and strategic question respectively..

Methodology /Research Limitations

Primary data collected through questionnaire. Quantitative method will be used for analysis of the data. Sample size is limited and research findings are presented in the papers. This study examines few factors influence on consumer in decision making, further researcher needed to study and examine the consumer behavior including more factors.

Findings/ Analysis/Recommendation

Lower Price, Quality of Service and, Green Marketing efforts influence and develop the consumer behavior towards choosing the green energy. Survey result shows that consumers are willing to pay more for sustainability of environment, but they perceive that the price of green energy is high as compared to the conventional energy. For developing awareness in consumers mind companies should use advertisement and positioned themselves as a socially responsible.

Key word: Green Energy, Green Marketing, Green. Consumer Behavior, Consumer Decision. Social Responsibility

Paper Types:   Master These Academic work