The research findings reveal that consumers who are
environmentally conscious are more likely to pur-
chase green products. Traditional product attributes
such as price, quality, and brand are still the most
important attributes that consumers consider when
making green purchasing decision. As D’Souza et
al. (2006) suggest there is an expectation on the part
of consumers that all products offered should be
environmentally safe without a need to trade off
quality and/or pay premium prices for them.
This research reveals that consumers who purchase
green products are between 18 and 45 years old,
hold a postgraduate qualification and have a positive