Sustainability and quality as an indicator of consumer attitude towards the green product

The study seeks to explore the influence of reliability and assurance from service quality and consumer satisfaction on consumer attitude among green products. Besides, this study also evaluates the impact of sustainability as a measure of consumer attitude towards green products. In recent times sustainability has emerged as the focal point of the studies related to environment-friendly or green products. The study has been conducted in the selected areas of Uttarakhand state. A structured questionnaire has been employed based on the literature gathered. Multiple regressions have been applied to assess the relationship between the predictor and the outcome variable. The results of the study show a positive influence of sustainability, reliability and assurance on consumer attitude. The study has its implications to the marketers and practitioners building the market for the green products in the Uttarakhand region.