A STUDY ON THE CONSUMER BEHAVIOUR TOWARDS GREEN

PRODUCTS

PROJECT REPORT

Submitted to the University of Calicut in partial fulfilment of the requirement for the
award of degree of

MASTER OF COMMERCE
BY
AJIN VARGHESE
(Register number: MAASMCM001)

Under the Guidance of

Mr. ROBIN ABRAHAM
ASSISTANT PROFESSOR ON CONTRACT
RESEARCH AND PG DEPARTMENT OF COMMERCE
MAR THOMA COLLEGE CHUNGATHARA
MALAPPURAM-679334
YEAR: 2018-2020
 DECLARATION

I, AJIN VARGHESE, student of M.com, fourth semester in Mar Thoma College, Chungathara,

hereby declare that this project report entitled “A STUDY ON THE CONSUMER BEHAVIOUR

TOWARDS GREEN PRODUCTS” has been prepared by me under the guidance of Mr. ROBIN

ABRAHAM, PG Department of commerce, Mar Thoma College, Chungathara, in partial fulfilment

of the requirement for the award of Degree of Master of Commerce.

I also declare that this project report has not been submitted for award of any degree,

diploma, or fellowship of similar title of any University or similar institutions or to any person.

Place: Chungathara AJIN VARGHESE

Date : MAASMCM001
 PG DEPARTMENT OF COMMERCE
MAR THOMA COLLEGE

CHUNGATHARA POST
MALAPPURAM DIST
KERALA-679334
(Affiliated to the University of Calicut and Accredited by NAAC with A Grade)

DR. RAJEEV THOMAS

HEAD OF DEPARTMENT

CERTIFICATE

This is to certify that AJIN VARGESE, is a bonafide 4th semester M.com student of Department of

Commerce, Mar Thoma College, Chungathara and the report entitled “A STUDY ON THE

CONSUMER BEHAVIOUR TOWARDS GREEN PRODUCTS” has been prepared in his partial

fulfilment of the requirement for the award of the degree of MASTER OF COMMERCE of the

University of Calicut.

Place: Dr. Rajeev Thomas

Date: Head of Department

Mar Thoma College

MR. ROBIN ABRAHAM
ASSISTANT PROFESSOR ON CONTRACT
PG DEPARTMENT OF COMMERCE
MAR THOMA COLLEGE
CHUNGATHARA

CERTIFICATE

This is to certify that the project entitled “A STUDY ON THE CONSUMER BEHAVIOUR

TOWARDS GREEN PRODUCTS”, is a record of genuine work done by AJIN VARGHESE

during the period of his study at Mar Thoma College, Chungathara under my guidance and

supervision in partial fulfilment of the requirement of M.com degree 2018-2020 of the University of

Calicut.

He is allowed to submit this project report

Place : Supervising Guide

Date : Mr. ROBIN ABRAHAM

Assistant professor On Contract

Pg department of commerce
 ACKNOWLEDGEMENT

I thank God Almighty who is all merciful in inspiring me a spirit to study a subject of my choice and

achieve the goal I have long cherish for and blessed me with what I am today.

I would like to express my sincere thanks to our head of department Dr. RAJEEV THOMAS for

giving inspirations.

I proudly thank my guide Mr. ROBIN ABRAHAM for her efforts and constant guidance. Without

her sincere efforts this project would have been a distant dream for me.

I would like to express my sincere thanks to all the faculty members of the Department of Commerce

for giving inspiration, timely guidance and encouragement.

My sincere thanks to librarian and assistant librarian for the valuable helps in this project.

I express my heartfelt thanks to all the respondents of the project work, who were friendly and co-

operate during the data collection.

I also express sincere gratitude to my parents, friends, relatives, well wishers, for their abundance

utmost care.
 TABLE OF CONTENT

CHAPTER TITLE PAGE

NO.

1 INTRODUCTION 1-6

2 REVIEW OF LITERATURE 7-16

3 17 -39
THEORETICAL FRAMEWORK

4 ANALYSIS AND INTERPRETATION 40-61

5 SUMMARY,FINDINGS, SUGGESTIONS AND 62-67

CONCLUSION

BIBLIOGRAPHY 68

APENDICES 70-74
 LIST OF TABLES

Table No Title Page No

4.1 Genderwise classsification of respondents 41

4.2 Age wise classsification of respondents 42

4.3 Marital statuswise classification 43

4.4 Qualificationwise classification 44

4.5 Occupationwise classification 45

4.6 Income wise classification 46

4.7 Interest in purchase of green products 47

4.8 Frequency of buying green products 48

4.9 Repetation of buying green products 49

4.10 Health status of green product 50

4.11 Importance of organic labels 51

4.12 Labels for identification 52

4.13 Willingness to recommend green products 53

4.14 Ranking on sources of awareness 54

4.15 Ranking on preferences to buy green products 55

4.16 Ranking on reason for using green products 56

4.17 Descriptivestatisticsonproblemsfacedbyconsu
57
mers regarding greenproducts
4.18 Difference in opinion between the
58
ageofres pondentand awareness level of
 consumers towards green products –anova

4.19 Differenceinopinionbetweentheageofrespo
59
ndentandperceptionlevelof consumers
towards green products –anova
4.20 Differenceinopinionbetweentheageofrespo
60
ndentandsatisfactionlevelof consumers
towards green products –anova
4.21 Differenceinopinionbetweentheeducationofre
61
spondentandawarenesslevelof consumers
towards green products –anova
 LIST OF FIGURES

Table No Title Page No

4.1 Genderwise classsification of respondents 41

4.2 Age wise classsification of respondents 42

4.3 Marital statuswise classification 43

4.4 Qualificationwise classification 44

4.5 Occupationwise classification 45

4.6 Income wise classification 46

4.7 Interest in purchase of green products 47

4.8 Frequency of buying green products 48

4.9 Repetation of buying green products 49

4.10 Health status of green product 50

4.11 Importance of organic labels 51

4.12 Labels for identification 52

4.13 Willingness to recommend green products 53

 CHAPTER-1
INTRODUCTION

1
1.1 INTRODUCTION
Green movement has been expanding rapidly in the world. The world
environmental issues have gained importance in business as well as in public life
throughouttheworld.Theterm“green’or“sustainable”referstoproductsservicesor practices that allow for
economic development while conserving for future generation. We prefer to describe a green product as
one that has less of an environmental impact or less detrimental to human health which is
traditionalequivalent.

India passed a green regulation act 2010 with a view to protect the environment. Compared to
consumers in developed countries, Indian consumers have much less awareness of global issues.
Although India has been amongst the first few countries to initiate scheme like eco labeling aimed at
promoting green products, but there has been little impact on the green product market. Green product
certification like energy star, LEED (leadership in energy and environmental design),greenseal,etc. are
provided, to ensure that weare not being duped into buying fake products. Successful marketing has
always been about recognizing trends and positioning products, services and brand in a manner that
support buyer’s intentions. The success of producing eco-friendly products will depend on whether
consumers will accept the products or not. Uncertainties of marketing of green products discourage the
producers to produce green products especially in agricultural sector in India. But the growing
consumer’s awareness about the uses and benefits of green products and the concern over impending
global environmental crisis, there are increasing opportunities to marketer to convince the consumers
about the green products.

The firm shave increasing introduced GPIs (green products innovation) into their
products development over the recent decades. With regards to this consumers should take the
responsibility and doing the right things. The understanding of “greenness” varies widely among
consumers. Consumer’s awareness and motivation continue to drive change in the market place, notably
through the introduction of more eco-friendly products. Today green products has moved from a trend to
way of business and businesses ,that should recognize a) the value of green b)incorporating message in to
theirmarketingprogrammeandcommunicatingthegreenconceptstotheirconsumers.

In this study we are concerned with price, quality etc. Of green products and see how the
Respondents respond to wards those variables. This study mainly concentrated on awareness, satisfaction,
perception, factors and problems of consumers regarding the green products with special reference to
Nilambur Taluk.
2
 1.2 STATEMENT OF THEPROBLEM

Today the world require more new decision and innovations which are leads to green buying
environment and also to create a new marketing conditions to potential buyers. The environmental issue
and harmful effect of chemical food to human health are growing day by day. Many studies revealed that
majority of the food item available in the market contain chemical and preservative in excessive amount
than permit. Now products choice and buying behavior of products changing every day. With regards to
the products attributes, environmental consideration, and health consciousness are the key factors
influencing buying decision among consumers. In this context green products are considered as solution
to the problem. The purchase decision is based on direct involvement in consumption of products, where
as knowledge and attitudes are at the other end in consumption of green products.

Hence this study focuses on awareness, level of acceptability and reach of green products
among consumers in markets.

1.3 OBJECTIVES OF THE STUDY

1. To assess the awareness level of consumers regarding the greenproducts.

2. To identify the factors influencing the buying behavior of greenproducts.

3. To analyze the perception level of respondents towards greenproducts.

4. To measure the satisfaction level of consumers while using greenproducts

5. To identify the problems faced by consumers while adapting greenproducts.

3
 1.4 HYPOTHESIS

▪ H01: There is no significance difference between the awareness level and age group of respondents

▪ H02: There is no significance difference between the perception level and age group of respondents.

▪ H03: There is significance difference between the satisfaction level and age group of respondents.

▪ H04: There is no significance difference between the satisfaction level and education
ofrespondents.

1.5 SIGNIFICANCE OF STUDY

Kerala was well known for its traditional and eco friendly products however due to the over
fall demand the number of products on suppliers have been increased tremendously. It caused for
decrease I quality of products. In case of many food item and vegetables, the presence of poisonous
chemicals and pesticides became harmful to the health of peoples and environment. It compelled people
to purchase and use green products. But in present markets green products is a new concepts. Green
products promote the health of human beings and preserve the nature. It prevents the use of artificial
ingredients in making products and ensures the best quality of products. Due to these benefits, use of
green products increased significantly. In such context present study shall be helpful to those who deal
with green products.

1.6 SCOPE OF THESTUDY

The concept of green consumption has come to existence in response to development of eco-
friendly products. With existing concern of health problems and environmental issues many consumers
have turned their preference to green products. Green products promote a balance of human, other living
organism and nature. It replaces artificial ingredients with natural ingredients and maintains good quality
of the products and thereby contributes to protecting environment; this study examines the buying
behavior of green products in Nilambur Taluk.

4
 1.7 METHODOLOGY OF THE STUDY

1.7.1 rimary data

Primary data are collected through by using well structured questionnaire.

1.7.2 Secondary data

Secondary data are collected from published and unpublished records like Journals, Magazines,
Newspapers, Articles, etc.

1.7.3 Sample design and area of study

This study has been carried out the Nilambur Taluk only

1.7.4 Sampling method

Population is infinite and hence, the sample has selected as 80 by applying convenience sampling
techniques.

1.7.5 Tools for data collection and presentation

Data are collected by using structured questionnaire, tables, graphs, charts, diagrams etc are used to
present the analyzed data

1.7.6 Tools used for data analysis

Henry garrett rankig, Anova, Weighted average, percentage etc

1.7.7 Period of the study

This study conducted during the period of 3 months.

1.8 LIMITATIONS OF THE STUDY

1. The study is restricted with 80 respondentsonly

2. The data is based on primary and secondary sources it has its own limitation

3. The survey restricted to Nilambur Municipality

5
1.9 CHAPTER SCHEME

The result of the study is presented in the project containing the following.

➢ chapters Chapter one is the introduction part which includes the introduction, statement of the
problems, objectives, hypothesis, significance, scope of the study, limitations and chapter scheme.

➢ Chapter two deals with review of literature and theoretical framework of the study. The review is
the past study is conducted by the researchers related with the topic which are available in the
Journal, website etc

➢ Chapter three deals with industry and company profile.

➢ Chapter four deals with analysis and interpretation of the collected data. Analysis is important one
because in order to get the solution for there search problem.

➢ Chapter five includes summary, findings, suggestion and conclusion.

6
 CHAPTER-2

REVIEW OF LITERATURE

7
 REVIEW OFLITERATURE

1. Michlelaroche and Jesmin (2001)1conducted a study on “Targeting consumers who

are willing to pay more environment friendly products”. This main aim of this study
was identify the various factors influencing the buying behavior of consumers
towards green products. This study revealed that females are more conscious
thanmale consumers towards green products. Many customers will have to buy eco-
friendly products at a reasonable price and having better quality, for this customer
needs to be educating well.

2. Prakash A (2002)2observed that it is not a smooth sailing of the ship carrying green
products and services in the sea of intense competition. The boat can encounter an
iceberg of increased cost and prices and inflated claims of greenness.

3. D’Souza, MehdiTaghian& Peter Lamb (2006)3made a study on “Influence of the

environmental labels on consumers”. The aim of this study is to investigate how
consumers who differ in terms of environmentalism respond to labels. A total of 155
samples were used for data analysis. The data were analyzed using both descriptive
measures and correlations between variables. This study found that there are
customers who will purchase green products if the products are of low quality and
high price in comparison to alternative products, but would look for environmental
information on labels.

4. Fraj and Eva Martinez (2006)4conducted a study on “Environmental value and life
styles as determining factors of ecological consumer’s behavior: An empirical
analysis”. The aim of this study is to identify what values and life styles best explain
environmentally friendly behaviors. This study uses 573 individuals and scale
validation process, a structural equation analysis has been conducted .The findings
of this study highlight that environmental patterns and self-fulfillment values are
those that best characterize the ecological market segment. Consumers are
characterized by having an ecological life style.

5. D’Souza,MehdiTaghian&PeterLamb(2006)5conductedastudyon“Greenproducts
and corporate strategy: An empirical investigation” with the objective of to examine
the influence of multiple factors on the green purchase intention of consumers in
8
 Australia. The d analyzed using both descriptive and factor analysis. The result of
the study indicate that customer’s corporate perception with respect to companies
placing higher priority on probability than on reducing pollution and regulatory
protection were the significant predictors of customer’s negative overall perception
towards green products.
6. Mostafa (2007)6made a study on “Attitudes towards the environment and green
products”. The purpose of this study is to understand the consumer’s behavior
towards purchase of green products. This study concluded that the consumption of
green products is benevolent to the environment, recyclable and sensitive or
responsive to ecological concern.

7. Manaktola& Vinnie Jauhari,(2007)7conducted a study on “Exploring consumers

attitudes and behavior towards green practices in lodging industry in India”. This
study seeks to explore the factors which influence the consumer’s attitude and
behavior towards green practices in the lodging industry in India and also to explore
the consumer’s intention to pay for this practices.567 sample were used to collect
data and correlation and factor analysis are used to analyze data. This study realized
that the consumers using hotel services are conscious about environmentally friendly
practices in India. The hotel shave adapted green practice s and consumer sprefer
such hotels for getting services.

8. Srivastava, S.K(2007)8 there is a scope for in-depth studies on green marketing to

be conducted in developing countries like India, not only on understanding
consumers‘ perception but to study the detailed profile of such consumers who have
a more positive attitude towards green marketing and green products.

9. Rivera Camino (2007)9 Consumers have to play an important role if companies

have to be made responsible for preservation of the environment. They should stop
buying products of companies which are polluting the environment. Apart from
companies, NGOs also have very important roles to play. NGOs should carry out
research and tell the companies how they can make their process more environment-
friendly.

9
10. ChristopherGan,HanyenweeLuzieoz-anne,andTzu-Huikao(2008)10madeastudy
on “consumers purchasing behavior towards green products in Newzeland”. The
research aims to examine the factors imparting the consumers purchasing behavior.
This study uses qualitative choice has been used in analyzing the variety of
activities. The researcher findings reveals that consumers who are environmentally
conscious more likely to purchase green product attributes such as price, quality and
band are still the most important factors that consumers consider when making green
purchase decision.

11. Pickett-Baker, J and Ozaki R (2008)11examined that Green Marketing has positive
influences on multiple participants in the economy. The environment, developing
economies, consumers, corporate strategy, the product, production processes, and
supply chain benefit from green marketing. Green marketing firms establish
strategic alliances with government, local communities, nongovernmental
organizations (NGOs), industry experts, and competitors.

12. Prosenak (2008)12 states that the green marketers in India should carry out heavy
promotional campaigns, because majority of the Indian consumers are price-
sensitive and are not sure about the quality of green products.

13. Sharma(2010)13 highlighted that environmentally friendly buildings are also known
as Green Buildings. Some of the visible ―green‖ features, such as exterior window
shading, good day lighting, green (landscaped) roofs, and natural ventilation
chimneys are often considered as the signals of being green.

14. Ali Althar Ali khan, Israr Ahmed and WaseemShahzad(2011)14conducted a

studyon “Determinants of Pakistani consumers green purchase behavior: some
insights froma developing country” with an aim at to examines Pakistani consumers
intention to buy environmentally friendly products. The sample considered of 400
participants and convenience random sampling was used to collect data. This study
found that consumers will pay on green products but will never compromise on price
andquality.

15. Sachin S vernekar , Preetiwadhwa(2011) 15 made a study on “An empirical study

of consumers attitudes and perception regarding eco friendly FMCG products
with special reference to Delhi and NCR region”. This study examines the

10
 differences among ecologically concerned and non- concerned consumers with
respect to their personal and social characteristics and their perception of the
marketing of green products. It uses primary data for the analysis. This study
revealed that green products have substantial awareness among urban Indian
customers and they are willing to pay something more on green products .The
majority of the consumers considered green packaging is most important elements to
attract consumers.

16. Mengngkok(2011)16conducted a study on” The potential of hotels green products in

Penang: An empirical study “with the aim of to understand consumers attitude and
perceptions towards eco friendly products in hotel industry. The primary data were
collected from the sample survey of 190 respondents. The result of this study says
that green awareness has significant positive relationship with consumer’s education
background. Green motivators such as price, products, quality and social
responsibility were found to influence their decision making when purchasing hotels
eco friendly products.

17. Ahmed and Ravi (2012)17conducted a study on “Consumers perception and green
marketing impression on FMCG sector: An empirical study in Krishnagiri district,
Tamilnadu”. The main purpose of the study is to know consumers awareness about
green products and its impact on green buying behavior. This study concluded that
green products have substantial awareness among the public and they are willing to
pay something more on green products.

18. Jesmin (2012)18made a study on “Consumers attitude towards green marketing in

Bangladesh”. The aim of this study to understand consumer’s attitudes towards
green marketing and identify the factors relating to belief and motivation to purchase
green products. This study interviewed 120 sample respondents with a structured
questionnaire.Majorityoftheconsumersareawareaboutthegreenproductsandtheir
usage.

19. Cherian J and Jolly Jacob (2012)19made a study on “Green marketing: A study of
consumer’s attitude towards environmentally friendly products”. The objective of
this study to know consumers behavior towards green products. This research found
that peoplearebeginningtorealizetheirroleandresponsibilitiestowardsenvironment.So
they are ready to pay something more for eco friendly products.
11
20. Greer, C.R and Lei (2012)20analyzed that how far the hotel business organizations
in the tourism sector meet the customer‘s needs through green marketing effort and
how they influence the consumer behaviour and their satisfaction by inducing
environmentally responsible behavior.

21. Luzio J and Fred Lemke (2013)21conducted a study on “Exploring green

consumers product demands and consumption processes” to understand the
awareness level of consumers and to analyze the consumption behavior of
consumers towards green products. This study uses 237 samples for data collection.
It found that it is difficult to making people educate about the green products, is a
hard job to do because people have low confidence in green products and consumer
will not sacrifice on quality and prices

22. Norm Borin Joan Lindsey and R Krishnan (2013)22made a study on “Analysis of
consumer’s reaction to green strategies” with an aim to analyze the consumer’s
responds towards green strategies. This study revealed that green marketing is a
growing, so consumers who have awareness about the environment willing to pay
more for green products if the products are properly priced.

23. Acseculeratne and Aazdaniford (2014)23made a study on “How green marketing

can create a sustainable competitive advantage for business”. The main purpose of
thisstudy is to educate the retailers and consumers for getting knowledge about green
products. It uses 465 samples for the study. This article found that green marketing
strategy will helps firms a lot get a competitive advantages and consumers will
becomemoresatisfiediftheyaregetsqualitygreenproductsatareasonableprice.

24. Rouf Ahmed Rather and R Rajendran (2014)24conducted a study on “Green

marketing:Anemergingstrategyforsustainabledevelopment”.Thisarticlesemphasis has
been made to know the role and importance of green marketing for sustainable
development. Data has been collected from the multiple sources of evidence. This
study realized that the importance of peoples concern for a healthy environment to
live and preferring environmental friendly products and services to consume,
marketer are trying to capitalize on the same to ensure sustainable growth and using
these concepts in designing their strategies.

12
25. Yakkaldevi M and NehaArora(2014)25 made a study on “Green marketing in
India: Arole ahead”. It says that cost factor is the main consideration in adapting the
green procedures as it mainly affects the cost of products and profitability of the
firm.

13
REFRENCE

1. Michlelaroche and Jesmin (2001).Targeting consumers who are willing to pay more
environment friendly products. Journal of consumer marketing, 18(6), 503-520.
2. Prakash, A(2002). Green marketing public policy and managerial strategies.
Business strategy and the environment, 11(5), 285-297.doi:10.1002/bse.338.

3. D’Souza, Mehdi Taghian& Peter Lamb (2006).Influence of the environmental labels

on consumers. Journal of corporatecommunication,11(2),162-172

4. Fraj and Eva Martinez (2006).Environmental value and life styles as determining
factors of ecological consumer’s behavior: An empirical analysis .Journal of
consumer marketing,2(3),133-144

5. D’Souza, MehdiTaghian& Peter Lamb (2006) .Green products and corporate

strategy: An empirical investigation. Journal of society and business review, 1(2),
144-157.

6. Mostafa (2007) .Attitudes towards the environment and green products. Journal of
management science and engineering, 4(2),27-39.

7. Manaktola& Vinnie Jauhari,( 2007).Exploring consumers attitudes and behavior

towards green practices in lodging industry in India. Journal of contemporary
hospitalitymanagement,19(5),364-377

8. Srivastava,S.K (2007),Green supply chain management: A state of the art literature

review. International Journal of Management reviews,9(1),53-
80.doi:10.1111/j.1468-2370.2007.00202.X

9. Rivera-Camino, J (2007).Re-evaluating green marketing strategy: A stakeholder

perspective. European Journal of marketing, 41(11/12),1328-
1358.doi:10.1108/03090560710821206.

10. Christopher Gan, Han yen wee Luzieoz-anne, and Tzu-Huikao (2008).Consumers
purchasing behavior towards green products in Newzeland. Journal of innovative
marketing, 4(2).

11. Pickett-Baker, J., and Ozaki R (2008). Pro-enivironmental products: Marketing

influence on consumer purchase decision. Journal of consumer Marketing, 25(5),
14
 281-293.doi:10.1108/07363760810890516.

12. Prosenak, D.,Mulej, M., and snoj, B(2008). A requisitely holistic approach to
marketing in terms of social well being.kybernetes, 37(9/10) 1508-
1529.doi:10.1108/103684920810907832.

13. Sharma, A., Lyer, G.R.,Mehrotra, A., and Krishnan, R(2010). Susstainability and
business to business marketing: A framework and implications. Industrial marketing
management,39(2),330-341.doi:10.1016/j.indmarman.2008.11.005.

14. Ali Althar Ali khan, Israr Ahmed and WaseemShahzad(2011).Determinants of

Pakistani consumers green purchase behavior: some insights from a developing
country. International journal of business and socialscience,2(3),217-226.

15. Sachin S vernekar ,Preetiwadhwa(2011). An empirical study ofconsumer’s attitudes

and perception regarding eco friendly FMCG products with special reference to
Delhi and NCR region. International journal of multidisciplinary research,1(1).

16. Mengngkok(2011) .The potential of hotels green products in Penang: An empirical

study. Electronic green journal,1(2).

17. Ahmed and Ravi (2012).Consumers perception and green marketing impression on
FMCG sector: An empirical study in Krishnagiri district, Tamilnadu. Indian journal
of applied research,1(2).

18. Jesmin (2012).Consumers attitude towards green marketing in Bangladesh.ASA

university review, 6(1).

19. CherianJandJollyJacob(2012).Greenmarketing:Astudyofconsumer’sattitude towards

environmentally friendly products. Environmentally friendly product, 8(12), 117-
126.

20. Greer, C.R and Lei,D.(2012).Collaborative innovation with customers: A review of

the literature and suggestions for future research. International journal of
management reviews, 14(1),63-84.doi:10.1111/j.1468-2370.2011.00310.x

21. Luzio J and Fred Lemke (2013) Exploring green consumer’s product demandsand
consumption processes. European business review, 25(3),281-300.

22. Norm Borin Joan Lindsey and R Krishnan (2013).Analysis of consumer’s reaction

15
 togreenstrategies.Journalofproductsandbrandmanagement,2(3),118-128.

23. Acseculeratne&Aazdaniford (2014).How green marketing can create a sustainable

competitive advantage for business. Journal of international business research,
7(1),130-137.

24. Rouf Ahmed Rather and R Rajendran (2014).Green marketing: An emerging

strategy for sustainable development. Indian streams research journal,3(2).

25. Yakkaldevi M and Neha Arora (2014). Green marketing in India: A

roleahead.International journal of multidisciplinary research, 3(9).

16
 CHAPTER 3
THEORETICAL FRAMEWORK

17
 GREEN MARKETING – AN OVERVIEW

Sustainable development is one of the most serious and crucial issues of countries all across
the globe. Green marketing is one important concept which marketers are using these days as a key
strategy for sustainable development. This research looks at sustainability from a marketing
perspective. In this context, the researcher has presented a theoretical framework of sustainability in
terms of marketing, meaning and definition of green marketing, its evolution, greening of product life
stages, reasons for adoption of green marketing by firms. This research is concerned specifically about
the environment friendly behaviour of consumers. Hence, the researcher has provided some relevant
insights on this line such as green consumer paradigm, green market segmentation, models defining the
pro-environmental behaviour of green consumers in this chapter. In addition to this, some of the green
initiatives undertaken in India were also included at the end of the chapter.

Sustainability in terms of Marketing

Sustainability is one of the major concepts of modern business thinking. Applying sustainability
to the marketing discipline captures the essence of sustainable marketing or green marketing.
Sustainable marketing refers to the way of marketing which incorporates needs of the customer, the
organisation and the society in general over a long term. It means designing and marketing products
that can be used universally by all the consumers across the world over extended periods, without
causing harm to either the consumers or the environment. In other words, marketing’s focus on
economic aspects is expanded on by including the environmental and societal dimension. All three
dimensions have to be included when planning a marketing strategy. Traditional marketing practices
must be reconsidered and the following aspects are to be noted:

• Marketing is a demand focused concept. But in order to achieve sustainability, marketing

must be willing to manage the customer’s demand downward. This includes the demand for
low costs, high availability and convenience of products and services. Marketing’s
expanding task is therefore to promote real product costs as well as impacts of consumption
and production on the environment.
• Product prices must be based on the true costs of production, use and disposal. Thus,
product price is replaced by product costs. Competition is then based on product costs such

18
 as costs of ownership and use. In achievement of sustainability, marketing must make sure
that customers are aware of the true product costs.
• The “product concept” has to be redefined. Marketing to be sustainable cannot only focus
on the product. The concept must be broadened by looking at how a product is made,
distributed, and sold. This new focus reinforces the promotion of products that are made
and consumed in a sustainable manner.
• Marketing has to reflect sustainable behaviour and responsibility towards all stakeholder
groups (customers, investors, employees, government, suppliers, and society). Company
activities must be increasingly more transparent to educate and inform all stakeholder
groups.
• Marketing communication must focus on information of products and services rather than
mere endorsement.
• Marketing must promote the benefits for customers to use a product rather than to own a
product. This leads to sustainable consumption as maintenance and service of a product is
preferred over re-buy of a product from a sustainable viewpoint.
• Marketing must be willing to change the market and adapt to new forms of markets for
example the circular flow of products. It will require new types of market in which material
flows become more circular through product take-back and recycling; where services are
increasingly substituted for goods and alternative forms of production and consumption are
created and rediscovered.

Green Marketing: Meaning and Definition

One of the key business strategies for sustainable growth has taken the shape of Green
Marketing. Green Marketing can be viewed both as a type of marketing and a marketing philosophy. As
a type of marketing it is like industrial or service marketing, and is concerned with marketing of green
products and positioning them as green brands. As a philosophy, green marketing runs parallel to the
societal marketing concept and espouses the view that satisfying customers is not enough and marketers
should take into account ecological interests of the society as a whole. It is a part of Corporate Social
Responsibility (CSR).

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 Green Marketing generally refers to the marketing of products that are presumed to be
environmentally safe. From the social marketing perspective green marketing is the development and
marketing of products designed to minimize negative effects on the physical environment.

After addressing the breadth of issues associated with an environmentally based approach to
marketing, AMA has defined green marketing as “the study of all efforts to consume, produce,
distribute, promote, package, and reclaim products in a manner that is sensitive or responsive to
ecological concerns”. The inclusion of “all efforts to consume” recognizes that many entities are
involved in green marketing. Green marketing is not limited to government or nongovernment
organizations, nor is it solely an activity undertaken by consumers. Manufacturers, wholesalers,
retailers, and services firms each has opportunities to contribute to green marketing. This definition also
recognizes the need to consider the production, distribution, and reclamation of products as integrated
components of the marketing effort. Green marketing is a broad concept, one that can be applied to
consumer goods, industrial goods and even services.

Evolution of Green Marketing

Green marketing has been a very important topic for research since the subject evolved in
the late 1970s when he American Marketing Association organized the first ever workshop on
‘Ecological Marketing’ in 1975 which resulted in the first book on the subject entitled ‘Ecological
Marketing’ by Henion and Kinnear in 1976. Since then, green marketing has evolved over a period of
time. The United Nations is an organization that has led the way in recognition of the multiple
interdependencies among nature, economy and society. In December 1983, the United Nations
commissioned research on development and the environment. The report summarizing this research
known as the Brundtland Report was published by the United Nations in 1987. This report defines
sustainable development as a process that “meets the needs of the present without compromising the
ability of future generations to meet their needs”. Importantly, this edict recognizes that there are at any
time limits on the ability of the biosphere to absorb human activity. There are also limits imposed by
the state of technology and social organizations, but both of these factors can be managed and improved
to foster economic growth.

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 Exhibit 3.1: The Three Dimensions of Sustainability – The Triple Bottom Line (Carter &
Rogers3)

Since the publication of this report by the United Nations, industry practice has embraced the
notion that sustainability derives from focusing on the triple bottom line. As shown in Exhibit 3.1,
sustainability takes a holistic approach by incorporating the three dimensions of environment, society
and economy. The Triple Bottom Line does not only focus on the economic value organizations create
but also on the environmental and social value they create. By incorporating the Triple Bottom Line,
sustainability looks at economic aspects without compromising environmental and societal issues. A
sustainable organization must generate acceptable levels of economic performance, or it will not
survive. It must also nurture social performance in its interaction with customers, suppliers, consumers
and other interest groups. Survival is also contingent on the firm’s ability to achieve acceptable levels
of environmental performance throughout the supply cycle from raw material procurement to post-
consumption disposal. Hence sustainability is seen as a process in which organizations strive for
continuous improvement towards the three dimensions of the Triple Bottom Line.

Greening of Product Life Stages

Green marketing forwards the notion that companies should be concerned with what happens to
a product during and after its useful life. Companies may manifest this concern through
experimentation with ways to reassess and redesign the product life stages. Life cycle reassessment
focuses on environmental considerations in product development and design, including energy and
material inputs and outputs in production, consumption, and disposal of products. This means managing
21
the life stages of a product in an environment friendly and eco-efficient manner. Eco-efficiency refers to
the proper timing for the use or consumption of natural (and scarce) resources so that nature is afforded
an opportunity to renew itself. The life stages of products would include the description presented
below:
Stage 1: Development stage

This stage is traditionally characterized as the acquisition of raw materials, component parts,
and subassemblies. The alternative approach advocated here encourages manufacturers to check the
environmental programmes of suppliers, to require minimal packaging of inputs and to consider sources
of materials that could be easily replenished or that are recyclable.

Stage 2: Production stage

In this stage, manufacturing companies are encouraged to reduce emissions, toxicity, and
waste and to conserve water and energy. Companies are also encouraged to seek and develop
alternative uses for waste products (i.e. waste recovery process), to revise the manufacturing processes
to minimize the waste generation, to minimize energy use, and/or to attempt to find alternative sources
of energy.
Stage 3: Consumption stage

This stage advocates minimization of packaging, conservation of energy, and minimization of

waste from product maintenance and service are strongly urged. Additionally companies should
promote energy conservation and should provide information on recyclability or reuse of package.
Stage 4: Disposal stage

The final stage of a product is its disposal. Green marketing introduces the concepts of reuse and
recyclability, in addition to the concept of waste reduction. Old exhausted products could be called back
by the company, recalibrate the same and remarket them as new products without harming the
environment. Those that cannot be recalibrated, the company should take the initiative of eliminating
them from the world without harming the nature. The technological support of the manufacturing
process should be updated enough for the proper disposal of the product.

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Reasons for Adoption of Green Marketing by Firms

There are basically five reasons for which a marketer should go for the adoption of green
marketing. They are:
Opportunity: Nowadays, firms marketing goods with environmental characteristics have realized
a competitive advantage over firms marketing non-environmentally responsible alternatives. There
are numerous examples of firms who have strived to become more environmentally responsible in
an attempt to better satisfy their consumer needs.

Social Responsibility: Many firms are beginning to realize that they are members of the wider
community and therefore must behave in an environmentally responsible way. This translates into
firms that believe they must achieve environmental objectives as well as profit related objectives.
This results in environmental issues being integrated into the firm’s corporate culture.

Governmental Pressure: Governmental regulations relating to environmental marketing are

designed to protect consumers in several ways: 1) reduce production of harmful goods or by
products; 2) modify consumer and industry’s use and/or consumption of harmful goods; or 3)
ensure that all types of consumers have the ability to evaluate the environmental composition of
goods. These governmental regulations are designed to control the amount of hazardous wastes
produced by firms.

Competitive Pressure: Another major force in the environmental marketing area has been a firm’s
desire to maintain its competitive position. In many cases, firms observe competitors promoting
their environmental behaviours and attempt to emulate this behaviour. In some cases, this
competitive pressure causes an entire industry to modify and thus reduce its detrimental
environmental behaviour.

Cost Reduction: Reduction of harmful waste may lead to substantial cost savings. Sometimes,
many firms develop symbiotic relationship whereby the waste generated by one company is used
by another as a cost-effective raw material. For example, the fly ash generated by thermal power
plants, which would otherwise contributed to a gigantic quantum of solid waste, is used to
manufacture fly ash bricks for construction purposes. Certain firms use green marketing to address
cost/profit related issues.

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Green Consumer Paradigm

Consumers are the main catalyst in the marketing of a company’s products and services that
play a vital role in the marketing process. While developing a marketing plan, it should be remembered
that the consumer is the central element of all decisions related to marketing. Understanding the roles
consumers play will eventually lead to the maximization of the effectiveness of any marketing plan.
The supposition of green consumers is essential to a marketing plan, but a notion of “green consumers”
– meaning consumers who have an appreciation of environmental goods and services – seems exlusive,
as they are difficult to define demographically. Greenness extends throughout the population to varying
degrees. Concerns about greenness are extremely diverse, encompassing a wide range of issues from
green house effect and polluting industries to graffiti and garbage on the streets. Conventional
marketing aims at developing products that meet consumers’ need at affordable price and
communicating the benefits of those products in an effective way. Green marketing, on the other hand,
is more complex. The complexity emanates from the two objectives it is expected to serve:

▪ Balancing environmental compatibility of products: That is, products with minimal impact
on the environment must be balanced with consumers’ needs for quality, performance, and
affordable pricing;

▪ Projecting an image of environmental sensitivity: That is, high environmental quality

relating to both product attributes and its manufacturer’s track record must be outlined.

A new paradigm for green consumers is now emerging and marketers have to take the initiative to
take advantage of this change and stay in the lead. Successful green marketers ought to no longer view
consumers as individuals with huge demand for material goods, but as human beings concerned about
the condition of the world around them. These consumers are cognizant of how material goods impact
their lives positively as well as negatively in the short term as well as in the long term. Therefore, a
company may have strategic advantages in improving its market standing by better addressing concerns
of environmentally-oriented consumers through technology innovations and by building up itself as a
green company.

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 A successful organization must discover and identify the value sought by consumers
within a market and focus on marketing initiatives that reduce energy consumption and enhance
sustainability efforts. Sustainable value emerges from analysis of the economic, relational and
ecological returns sought in a market. This calls for analysis of markets and market segmentation.
Analysis of market involves assessing the ability and willingness of buyers to make a purchase. Many
green marketing propositions fail because the organization does not recognize the consumers’ abilities
and willingness to invest in sustainable technologies.

After the market has been established, the firm can begin to investigate the extent to which there
are subsets of the markets with unique value statements. The process of moving from market analysis to
marketing mix positioning. After the firm has identified the market, it engages in a series of activities
referred to as STP marketing characterized by efforts to segment, target and position.

Market segmentation refers to the process of dividing a market into distinct segments or subsets of
customers that have similar needs or behave in the same way. Every segment of the market has the
potential to be reached via a distinct marketing strategy. After the firm has identified the segments in a
market, it engages in target marketing. Target marketing refers to the organization’s efforts to serve a
selected segment within the marketplace. The prioritization and selection of various target markets is
performed in conjunction with consideration of the competitive and environmental conditions
associated with the market. After the firm has selected a target market, it then establishes a positioning
strategy. Positioning refers to the development of the marketing mix to yield a distinctive appeal to the
target segment. The positioning approach should reflect the values sought by consumers in the target
market. Innovation must consider an intimate understanding of the customer, and a close look at green
marketing practices over time and green products must be positioned on a consumer value sought by
targeted consumers.

Green Market Segmentation

Segmentation of the market plays a critical role in the development of business strategies that yield
desired value for firms, their suppliers and their customers. Segmentation enables companies to identify
groups of consumers with similar needs and enables companies to analyze characteristics and buying
behaviours of members of these groups. When the unique needs of a group are identified, the
segmentation process also enables the firm to design a marketing mix that reflects the unique

25
requirements of the group. Consequently, segmentation enables companies to address the value sought
by consumers while simultaneously achieving the firm’s needs.

The segmentation process begins by identifying specific factors that reflect differences in
customers’ responsiveness to marketing variables or requirements. These differences in levels of
responsiveness may be attributed to many factors such as purchase behaviour, usage, benefits sought or
loyalty. After the segments are identified, segment descriptors are chosen based on the ability to suggest
competitive strategies, to account for variance in the basis for segmentation, or to identify segments.

In consumer markets, firms often use demographics segmentation to separate potential buyers
based on age, gender, income or occupation or geographic segmentation. Several analysts of green
marketing in the consumer sector have used psychographic segmentation to distinguish among
consumer groups. Psychographics refers to the use of attitudes, opinions, motives, values, lifestyles,
interests or personality to distinguish among consuming groups.

Market Segments Concerning Attitudes toward Sustainability

Roper Starch Worldwide is a marketing research firm that has pioneered analysis of consumer’s
orientation to sustainability in North America. Similar efforts have been conducted in northern
European markets. Their research has uncovered the following five market segments:

True blues are those consumers with strong environmental values that seek to bring about
positive change. Individuals that identify with this segment are also inclined to be politically active in
their pursuit of sustainability. These individuals are four times more likely to avoid products marketed
by companies that are not environmentally conscious.
Greenback greens are also interested in sustainability concerns but they are not inclined to be
politically active. Importantly, these consumers are willing to purchase environmentally friendly
products than average consumers.
Sprouts are consumers who appreciate the merits of environmental causes but they do not take
this appreciation with them to the marketplace. Although these consumers are unlikely to spend more
for green products, they can be persuaded to do so give the appropriate appeal.
1G2rousers are group of consumers who tend to be cynical about its ability to bring about
change and r0elatively uneducated about their ecological concerns. These consumers believe that green
products are too expensive and do not perform as effectively as their non-green counterparts.

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 Apatheticsor basic browns do concern themselves with sustainability or green marketing
practices.

Behavioural Segmentation
Although attitudes provide insight into the likely action of consumers, behaviour provides a
stronger insight into market segments. Behavioural segmentation refers to the use of consumer
behaviour or product use to distinguish among market segments. The market analysis provided by the
Natural Marketing Institute (NMI) incorporates attitudes and behaviours towards environmentalism and
consumption. Their research has identified the following five market segments:
The LOHAS consumers are focused on health, the environment, social justice, personal
development, sustainable living and the future of the society. LOHAS refers to lifestyles of health and
sustainability. These consumers are altruistic and often less concerned with success or making a lot of
money, yet most live comfortably with middle to upper-middle incomes. The environment is central to
the LOHAS consumers’ belief system. NMI further separates this group into two segments. The
LOHAS leaders are early adopters and opinion leaders for products and concepts that emphasize
healthy or green initiatives. They are the first candidate in a market to purchase new and innovative
sustainable products. By contrast, LOHAS followers are more moderate in purchasing green products.
Naturalitesare consumers who are primarily concerned about personal health and wellness.
Their preference for food and beverage products is motivated primarily by a strong health focus, not an
environmental focus. Although these consumers appreciate that companies should be environmentally
conscious, they are not politically committed to the environmental movement, and they are not
generally driven to buy eco-friendly durable goods.
Conventionalsare consumers who recognize the value in buying products that save money in the
long run, but the ecological merits of consumption are not paramount in their decision making.
Drifters refer to consumers who are not highly concerned about the environment and believe
that the problems will eventually be resolved. Their concerns about the environment focus on things
that affect them directly. They are somewhat price sensitive and offer many reasons why they do not
make environmentally friendly choices.
Unconcerned are the group of consumers who have priorities other than the environment and
society. They are not aware of green product choices and are generally unwilling to find out such
information. These consumers buy based on convenience, price, quality and value with little regard for
the action of companies marketing the products.

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Green consumers’ segmentation based on their motives

J.A. Ottman maintain that even loyal green consumers are not completely homogeneous. It is
possible to discern three groups of green consumers according to the motives, which is explained
below:
Consumers concerned with planet environment protection economize water and electricity,
recycle waste, buy recycled commodities, avoid excessive consumption and are interested in literature
about planet environment protection.
Health Fanatics are people who care about healthy nutrition and lifestyle of a human being. They
buy organic food and scalded milk, use natural healthcare products.
Animal Lovers belong to organization that fights for animal rights. They boycott meat and fish
consumption, do not approve of wearing natural fur coats, show great concern towards animals.
Outdoor Enthusiasts love the outdoors and spend much of their time actively engaged in such
activities as camping, rock climbing, skiing and hiking. They are also involved in preserving the
pristine spaces they value so highly. They are serious about minimizing the environmental impact of
their recreational activities.

Green Consumer Behaviour

Behaviour change is often perceived as the Holy Grail to sustainability. It is critical for marketers
to understand consumer behaviour, so as to focus their marketing campaigns successfully. With regard
to environmental products, it has become all the more challenging, as marketers are yet to understand
thoroughly why green consumers buy and what they buy.

Greendex 2009, an annual survey conducted by the National Geographic Society and international
polling firm GlobeScan attempted to measure and monitor consumer behaviours that had an impact on
the environment. The study revealed an increase in green consumer behaviour worldwide. The results
showed that both cost considerations and environmental concerns were motivators behind adopting an
environmentally sustainable behaviour. One of the interesting finding of the survey was that the current
economic trouble caused an increase in environment-friendly behaviour. The results indicated that
economic troubles might have worked to the environment’s advantage in a number of instances. Among
those who reported reducing energy consumption at home over the past year, some 80 percent cited cost
as one of the top two reasons. Of those who reduced fuel consumption, nearly three-quarters mentioned
cost as one of the top two reasons.

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 Though consumers are becoming more particular about environmental protection, they are
not ready to make any major sacrifices to buy and use green products. When consumers are faced with
a trade-off between product characteristics and environmental protection, environment almost always
loses. While considering greener products, they would still make sure that they do not cost more, can be
obtained easily from stores, do not require a change of habits, assure good quality, performance,
convenience and endurance. When green purchases involve some sort of tradeoff that may include
paying a green premium, accepting a lower level of technical performance, and/or travelling to non-
standard distribution outlets.
Perception of inconvenience has a great influence on consumers’ action. There are only very few
consumers who will go out of the way to pay higher prices or sacrifice product performance for the sake
of environment. In reality, environment is not their top concern. Green consumers care more about
economics than environment. Previous studies have revealed that knowledge does not always lead to
expected behavioural patterns.
In spite of these bottlenecks, there has been an increase in demand for environmentally friendly
products and services. Consumers have been asking for green products and have begun to show a
greater commitment to green lifestyle. Their expectations from companies and marketers have
increased, and they judge the environment-friendly practices of companies to be insufficient and
incomplete. Though, the eco-conscious consumers do not expect companies to be perfect in their green
initiatives, they do see if the companies are committed and taking necessary steps. Eco-friendly
consumption and spending patterns has led the marketers to understand the eco-friendly attitude of the
consumers and come up with a marketing mix which preserves environmental resources and at the same
time deliver value added products and services.

Theoretical Frameworks for Analyzing Pro-environmental Behaviour

Numerous theoretical frameworks have been developed to explain the gap between the possession
of environmental knowledge and environmental awareness, and displaying pro environmental
behaviour.

Early Linear Models

The oldest and simplest models of pro-environmental behaviour were based on a linear
progression of environmental knowledge leading to environmental awareness and concern
(environmental attitudes), which in turn was thought to lead to pro-environmental behaviour

29
(Exhibit. 3.2) These rationalist models assumed that educating people about environmental issues
would automatically result in more environmental behaviour.

Exhibit 3.2 : Early model of pro-environmental behaviour

These models from the early 1970s were soon proven to be wrong. Research showed that in most
cases, increases in knowledge and awareness did not lead to pro-environmental behaviour. Yet today,
most environmental non-governmental organisations (NGOs) still base their communication campaigns
and strategies on the simplistic assumption that more knowledge will lead to more enlightened
behaviour which may not always be true. Quantitative research has shown that there is a discrepancy
between attitude and behaviour. The reasons for the discrepancies may be indirect experiences about an
environmental problem, social norms, cultural traditions, family customs influence or temporal
discrepancy which may lead to weaker correlation between attitude and behaviour.

Theory of Reasoned Action and Planned Behaviour

Ajzen and Fishbein addressed these issues of measurement discrepancies in their Theory of
Reasoned Action13 and their Theory of Planned Behaviour14. They pointed out that in order to find a
high correlation between attitude and behaviour, the researcher has to measure the attitude toward that
particular behaviour.

Exhibit 3.3 : Theory of Reasoned Action (Fishbein&Ajzen)

30
 According to their theory, people are essentially rational, in the sense that they make systematic
use of information available to them and are not controlled by unconscious motives or overpowering
desires. Attitudes do not determine behaviour directly, rather they influence behavioural intentions
which in turn shape our actions. Intentions are not only influenced by attitudes but also by social
(‘normative’) pressures. Thus the ultimate determinants of any behaviour are the behavioural beliefs
concerning its consequences and normative beliefs concerning the prescriptions of others (Exhibit 3.3).

Their model has been the most influential attitude-behaviour model in social psychology
probably because they developed a mathematical equation that expressed their model which led
researchers to conduct empirical studies. Although the model certainly has its limitations—for example
the underlying assumption that people act rationally—it is useful because of its clarity and simplicity.
Their model has become the basis for further research in any area where the attitude-behaviour gap that
is being probed.

Model of Responsible Environmental Behaviour

In 1986, Hines et al. published their Model of Responsible Environmental Behaviour (Exhibit
3.4) which was based on Ajzen and Fishbein’s theory of planned behaviour. They did a meta analysis of
128 pro-environmental behaviour research studies and found the following variables associated with
responsible pro-environmental behaviour:
Knowledge of issues: The person has to be familiar with the environmental problem and its causes.
Knowledge of action strategies: The person has to know how he or she has to act to lower his or
her impact on the environmental problem.
Attitudes: People with strong pro-environmental attitudes were found to be more likely to engage
in pro-environmental behaviour, yet the relationship between attitudes and actions proved to be weak.
Locus of control: This represents an individual’s perception of whether he or she has the ability
to bring about change through his or her own behaviour. People with a strong internal locus of control
believe that their actions can bring about change. People with an external locus of control, on the other
hand, feel that their actions are insignificant, and feel that change can only be brought about by
powerful others.
Verbal commitment: The communicated willingness to take action also gave some indication
about the person’s willingness to engage in pro-environmental behaviour.
Individual sense of responsibility: People with a greater sense of personal responsibility are
more likely to have engaged in environmentally responsible behaviour. Although the framework is

31
more sophisticated than Ajzen and Fishbein’s, the identified factors do not sufficiently explain pro-
environmental behaviour. There seem to be many more factors that influence pro-environmental
behaviour which Hines et al. called as ‘situational factors’ which include economic constraints, social
pressures and opportunities to choose different actions.

Exhibit 3.4: Model of Predictors of Environmental Behaviour (Hines et al.)

Altruism, Empathy, and Pro-social Behaviour Models

Models of altruism, empathy, and pro-social behaviour are another framework for analyzing pro-
environmental behaviour. Borden and Francis (1978)16 hypothesized that:
• Persons with a strong selfish and competitive orientation are less likely to act ecologically;
• People who have satisfied their personal needs are more likely to act ecologically because
they have more resources (time, money, energy) to care about bigger, less personal, social
and pro-environmental issues.
The second assumption underlies many other studies and models (e.g. Maslow’s hierarchy of
human needs). For example, it is often claimed that people in poorer countries care less about the
environment. Using data from two different surveys, they showed that when people from poorer
countries are asked to rank the most pressing problems, environmental issues are indeed ranked lower.
Yet if the people are asked to rate the severity of different problems, pro-environmental issues always
rank high, no matter if the country is affluent or poor. Ranking therefore reflects more the reality of
scarce economic resources and not the lack of environmental concern of less affluent people.

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Several other researchers base their models and assumptions on theories of altruism, claiming that
altruism is needed or at least supports pro-environmental behaviour. Stern etal.’s (1993) theory17
assumes that altruistic behaviour increases when a person becomes aware of other people’s suffering
and at the same time feels a responsibility of alleviating this suffering. Stern et al. expand this notion
and include, next to this ‘altruistic’ orientation, which they call ‘social orientation’, an ‘egoistic’ and a
‘biospheric orientation’. The social orientation is concerned with the removal of suffering of other
people, the egoistic orientation is concerned with the removal of suffering and harm from oneself, and
the biospheric orientation is concerned with the removal of destruction and suffering in the non-human
world. Every person has all three orientations but in different strengths. Whereas a deep ecologist might
have a very developed biospheric orientation, a physician might have a stronger social orientation. Stern
et al. propose that environmental concern is caused by a combination of these three factors:

Motivation = egoistic orientation + social orientation + biospheric orientation

They found, not surprisingly, that the egoistic orientation is the strongest orientation, followed by
social and then biospheric concern. Hence, the egoistic orientation can be a strong motivator for pro-
environmental behaviour.

Sociological Models for Analyzing Pro-environmental Behaviour

There are other sociological as well as psychological factors explaining pro-environmental
behaviour or the lack of it. These variables influence either directly or indirectly pro
environmentalbehaviour. These variables are independent from each other and can be influenced and
changed. They are knowledge, attitudes and values, external, infrastructural, economic factors,
behavioural incentives and perceived feedback about ecological behaviour.

Blake (1999)18 talks about the attitude–behaviour gap as the value–action gap. He points out
that most pro-environmental behaviour models are limited because they fail to take into account
individual, social, and institutional constraints and assume that humans are rational and make
systematic use of the information available to them.

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 Exhibit 3.5: Barriers between Environmental Concern and Action (Blake)

Blake has identified three barriers to action: individuality, responsibility, and practicality
(Exhibit 3.5). Individual barriers are barriers lying within the person, having to do with attitude and
temperament. He claimed that these barriers are especially influential in people that do not have a
strong environmental concern. Environmental concern is therefore outweighed by other conflicting
attitudes. Blake’s second set of barriers, responsibility, is very close to the psychologist’s notion of
‘locus of control’. People who don’t act pro-environmentally feel that they cannot influence the
situation or should not have to take the responsibility for it. The third barrier, practicality, Blake defined
as the social and institutional constraints that prevent people from acting pro-environmentally
regardless of their attitudes or intentions. He has listed such constraints as lack of time, lack of money,
and lack of information.

Kollmuss& Agyeman19 (2002) have pointed out that developing a model that incorporates
all the factors behind pro-environmental behaviour might neither be feasible nor useful. But they have
come out with their own graphic illustration of a possible model, inclusive of other models (Exhibit
3.6). They have seen environmental knowledge, values, and attitudes together with emotional
involvement as making up a complex variable called ‘pro-environmental consciousnesses. This
complex in turn is embedded in broader personal values and shaped by personality traits and other
internal as well as external factors. They have put social and cultural factors into the group of external
factors even though it might be argued that social and cultural factors could be seen as a separate
category which overlaps with internal and external factors.

The arrows in Exhibit 3.6 indicate how the different factors influence each other and,
ultimately, pro-environmental behaviour. Most are self-explanatory. The two narrower arrows from
internal and external factors directly to pro-environmental behaviour indicate environmental actions
that are taken for other than environmental reasons (e.g. consuming less because of a value system that
promotes simplicity or because of external factors such as monetary constraints). The biggest positive
34
influence on pro-environmental behaviour, indicated by the larger arrow, is achieved when internal and
external factors act synergistically.

Exhibit 3.6: Model of Pro-environmental Behaviour (Kollmuss&Agyeman)

Green Initiatives in India

The Indian government, state governments, corporate sector as well as small and medium industry
have shown interest and commitment to adopting United Nations Industrial Development
Organisation's (UNIDO) ‘Green Industry' initiative. But that by itself is not enough as there are
financial barriers. However, the UNIDO Director-General Kandeh K. Yumkella expressed confidence
that with the right level of commitment, both financial and political, carrot-and-stick incentives and
strict monitoring and regulation, India can attain the current standards of countries such as Singapore
and South Korea within a decade.
The increase in environmental awareness has resulted in a spate of activities to conserve it. The
Government of India has been a keen observer of the effects on the environment and has been in the
forefront to help protect it. From the promotion of Organic farming to the implementation of stringent
industrial waste treatment rules, the government has provided facilities and policies to help us protect
nature. The Government and its Ministries are doing their best to work towards a cleaner future.

35
 The Ministry of Environment & Forests has been actively involved in monitoring and
formulating ways to preserve India's natural beauty and maintain a healthy ecological balance. The
Central Pollution Control Board (CPCB) has taken several positive steps to minimise pollution of the
environment. Here, the CPCB invites all citizens of India to take a pledge to help save the environment.
India is acutely conscious of the need to address the issue of climate change and hence the Indian
government has a robust National Action Plan on Climate Change (NAPCC) in place which is a mix of
both mitigation and adaptation measures. India has undertaken 24 initiatives to combat climate change
under the areas of Science & Research, Policy Development, Policy Implementation, International Co-
operation and Forestry.
The Ministry of New and Renewable Energy is responsible for putting into action
comprehensive programmes for the development and utilization of renewable energy. These include
biogas plants, solar water heaters, solar cookers, street lights, pumps, wind electric generators, water-
pumping wind mills, biomass gasifiers and small hydro-electric generators.
The Ministry of Environment and Forests is primarily concerned with the implementation of
policies and programmes relating to conservation of the country's natural resources including lakes and
rivers, its biodiversity, forests and wildlife, ensuring the welfare of its animals and prevention and
abatement of pollution.

Organic Farming in India

Organic farming is emerging as a sustainable alternative in reviving Indian Agriculture especially
in areas where the indiscriminate usage of chemical fertilizers and pesticides had resulted in loss in soil
fertility and productivity with adverse effects on water quality, soil, plant and human health.
Recognising the importance of organic farming in Indian Agriculture, Government of India
has taken various initiatives to promote and support organic production. Setting up of National Centre
of Organic Farming with Regional Centres at various places, launching of the National Programme on
Organic Production encompassing National Standards and Accreditation Programme for Certification
Agencies etc., are important steps in this direction. The importance of organic inputs in development of
organic farming is adequately emphasized with the launching of the Capital Investment Subsidy
Scheme for Commercial Production Units of Organic Inputs by Government of India.

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NABARD, as an apex institution in the field of agriculture and rural development has identified
Organic Farming as a thrust area and has taken various initiatives for its promotion. These initiatives
include building capacities of bankers, NGOs, farmers through training programmes, exposure visits
etc., technology development and its dissemination through various funds and suggesting policy
measures for financing organic Farming.

Energy Conservation
The Bureau of Energy Efficiency (BEE) is an agency of the Government of India, under the
Ministry of Power created in March 2002 under the provisions of the nation's 2001 Energy
Conservation Act. The agency's function is to develop programmes which will increase the
conservation and efficient use of energy in India. The government has proposed to make it mandatory
for all appliances in India to have ratings by the BEE starting in January 2010. The mission of Bureau
of Energy Efficiency is to "institutionalize" energy efficiency services, enable delivery mechanisms in
the country and provide leadership to energy efficiency in all sectors of the country. The primary
objective would be to reduce energy intensity in the economy.

Eco-labeling Scheme
In the Indian context, the environmental concerns to the Indian consumer are on the rise going by
the increased coverage of the issue in the media in the last few years. This potentially provides a set of
new opportunities to businesses. The time has come for green consumerism to take roots in India as
well and the Government of India (GOI) has taken the first step. In 1991, the government instituted a
voluntary scheme to label consumer products as ‘environment-friendly’. The distinguishing symbol
(Exhibit 3.7) adopted by the GOI to label a green product is the ‘Eco-mark’. The norms for eco-labeling
were established by the Eco-mark Technical Committee of the Central Pollution Control Board (CPCB)
coming under the Ministry of Environment and Forests, Government of India with Bureau of Indian
Standards (BIS) as the implementing authority for the Eco-mark. Eco-mark was to be used in
conjunction with the ISI mark.22

37
 Exhibit. 3.7 : The Ecomark

A product with the Eco-mark is a green product, as the process for making it, its use or its disposal
occurs in a way that significantly reduces the harm it would otherwise cause to the environment. There
are 16 product categories under the scheme which are : soaps and detergents, paper, food items,
lubricating oils, packaging materials, architectural paints an powder coatings, batteries,
electrical/electronic goods, food additives, wood substitutes, cosmetics, aerosol propellants, plastic
products, textiles, fire-extinguisher and leather. However this scheme is yet to take off as the consumers
are more driven by price considerations and brand loyalty rather than the conviction to save the
environment, and therefore, the government as well as the industry realised the need to be more
proactive.
Companies started adopting this green marketing focus, among other strategies, to position
itself as an environment friendly company and derive business advantage in the short term as well as in
the long term. They have started to be proactive and started taking the initial advantage over their
competitors through offering environmental friendly goods and services. Even a company that was not
able to offer an environmental friendly product started promoting other environmental activities, such
as, funding river water cleaning projects, forestry schemes, development of city sewerage management
systems or adoption of a green patch in a city for its upkeep, etc. Either way, the company tried to
differentiate itself from its competitors in the marketplace. Some companies started to prepare
themselves with redesigning and inventing new products to compete in a sustainable manner. To
develop competitive strategies a company generally looks for opportunities in the areas of energy
efficiency and renewable resource management, pesticide-free agriculture, recycling and recovery, eco-
tourism etc.

38
 These, however, are difficult to follow, for the Indian consumer is typically driven more by price
and less by environmental concerns. Consumers have been asking for green products, but in reality,
they do not want to make any major sacrifices to buy and use green products. For true adoption of a
green lifestyle, there has to be a significant change in the attitude of consumers. Thus, to make Indian
consumers sensitive to the environmental concerns, consumer education and not consumer promotion
must become a part of the overall activity. This requires an exhaustive study of the behaviour of the
consumers towards eco-friendly products. In this context, this research was undertaken to study the
behaviour of green consumers, determinants and barriers to their green purchases to provide an idea to
the marketers to devise marketing mix strategies based on the observations.

39
 CHAPETR 4
DATA ANALYSIS AND INTERPRETATION

40
 TABLE 4.1

GENDERWISE CLASSSIFICATION OF RESPONDENTS

Gender Frequency Percent

Male 35 43.8
Female 45 56.3
Total 80 100.0
Source: Primary data

The above table 4.1 reveals that out of the total respondents taken for the study 45
respondents (56.3%) are belongs to female category and 35 respondents (43.8%)are belongs to
male category. It is inferred from the table that the majority of the respondents belongs to the
female category.

FIGURE 4.1

GENDERWISE CLASSIFICATION OF RESPONDENTS

41
 TABLE NO.4.2
AGE WISE CLASSSIFICATION OF RESPONDENTS

Age Frequency Percent

Below 30 years 27 33.8
30-40 years 30 37.5
40-50 years 18 22.5
Above 50 years 5 6.3
Total 80 100.0
Source: primary data

The above table 4.2 reveals that out of the total respondents taken for the
Study 37.5% of respondents are belongs to the age group of 30-40 years.33.8% are in the age
group of below 30, 22.5% are in the age group of 40-50 years and only 6.3%are belongs to above
50 years old.

FIGURE 4.2

AGE WISE CLASSIFICATION OF RESPONDENTS

42
 TABLE NO 4.3
MARITAL STATUSWISE CLASSIFICATION

Marital Frequency Percent

status
Single 25 31.3
Married 55 68.8
Total 80 100.0
Source: Primary data

The table indicates that most of the respondents (68.8%) are married and 31.3% are single.

FIGURE 4.3
MARITAL STATUSWISE CLASSIFICATION

43
 TABLE NO.4.4
QUALIFICATIONWISE CLASSIFICATION

Education Frequency Percent

Below SSLC 10 12.5
SSLC 18 22.5
Plus Two 32 40.0
UG 12 15.0
PG and Above 8 10.0
Total 80 100.0
Source: Primary data

The above table 4.4 reveals that out of the total respondents taken for the study 40% of the
respondents are with plus two qualification ,22.5 % are with SSLC ,12.5% are with below SSLC
,15% are with UG and 10% are with PG and above qualification. It is inferred from the table that
the majority of the respondents belongs to the plus two education qualification category.

FIGURE 4.4
QUALIFICATIONWISE CLASSIFICATION

44
 TABLENO.4.5

OCCUPATIONWISE CLASSIFICATION

Occupation Frequency Percent

Govt. employee 14 17.5
Private employee 20 25.0
Farmer 6 7.5
Business 11 13.8
Others 29 36.3
Total 80 100.0
Source: Primary data

The above table 4.5 shows that Only 7.5 % of respondents are occupied with farming,
13.8% are with business,17.5% are govt.employees,25% are private employees and 36.3% are
engaged with other categories of occupation.

FIGURE4.5
OCCUPATIONWISE
CLASSIFICATION

45
 TABLE NO.4.6
INCOME WISE CLASSIFICATION

Income Frequency Percent

Below 10000 9 11.3
10000-20000 20 25.0
20000-30000 38 47.5
Above 30000 13 16.3
Total 80 100.0
Source: Primary data

The above table 4.6 shows that the majority of respondents are belongs to the
category of monthly income of between 20000-30000 with 47.5% .The respondents who have
monthly income of 10000-20000 are 25%,below 10000 are11.3% and above 30000 are 16.3%.

FIGURE 4.6
INCOMEWISECLASSIFICATION

46
 TABLE NO.4.7
INTEREST IN PURCHASE OF GREEN PRODUCTS

Frequency Percent
Yes 80 100.0
No 0 0
Total 80 100
Source: Primary data

The above table reveals that 100% of the respondents are intrested with the
purchase of green products.

FIGURE 4.7
INTEREST IN PURCHASE OF GREEN PRODUCTS

47
 TABLE NO.4.8
FREQUENCY OF BUYING GREEN PRODUCTS

Frequency Percent
Daily 13 16.3
Weekly 21 26.3
Monthly 28 35.0
Yearly 10 12.5
Rarely 8 10.0
Total 80 100.0
Source: Primarydata

Table 4.8 shows the frequency of purchase. 35% of the respondents purchase green
product monthly basis, 26.3% of them purchase weekly,16% are daily,12.5% purchase yearly and
only 10% of them purchase rarely. Hence the major purchase is made monthly by therespondents.

FIGURE 4.8
FREQUENCY OF BUYING GREEN PRODUCTS

48
 TABLE NO.4.9

REPETATION OF BUYING GREEN PRODUCTS

Frequency Percent
Always 16 20.0
Often 21 26.3
Sometime 33 41.3
Rarely 9 11.3
Never 1 1.3
Total 80 100.0
Source: Primary data

The table 4.9 reveals that repetation of buying green products.41.3% of respondents are
sometimes repeat their purchase of green products,26.3% are often,20% Are always,11,3% are
rarely purchase and only 1.3% of respondents are never repeat their purchase of green products.

FIGURE 4.9
REPETATION OF BUYING GREEN PRODUCTS

49
 TABLE NO.4.10
HEALTH STATUS OF GREEN PRODUCT

Frequency Percent
Yes 76 95.0
No 4 5.0
Total 80 100.0
Source: Primary data

Above table shows that 95% of the respondents are believe that the green products are
healthier and only 5% of respondents are do not believe the green products are healthier.

FIGURE 4.10
HEALTH STATUS OF GREEN PRODUCT

50
 TABLE NO.4.11
IMPORTANCE OF ORGANIC LABELS

Frequency Percent
Yes 60 75.0
No 20 25.0
Total 80 100.0
Source: Primary data

Above table 4.11 shows that75% of respondents are believed that the organic labels are
important when purchasing green product .but 25% are do not believe that the organic labels are
important.

FIGURE 4.11
IMPORTANCE OF ORGANIC LABELS

51
 TABLE 4.12
LABELS FOR IDENTIFICATION

Frequency Percent
Energy star 18 22.5
Eco mark 16 20.0
Greenseal 30 37.5
AGMARK 5 6.3
Others 11 13.8
Total 80 100.0
Source: Primary data

The above table 4.12 reveals that out of the total respondents taken for the study
37.5 % are notice green seal while buying organic product 22.5% are notice on the energy
star, 20% are notice ecomark,13.8% are notice other labels and only 6.3%are use agmark as
a identity labe for greenproducts.

FIGURE 4.12
LABELS FORIDETIFICATION

52
 TABLE 4.13
WILLINGNESS TO RECOMMEND GREEN PRODUCTS

Frequency Percent
Very much unwilling 6 7.5
Unwilling 9 11.3
Neutral 16 20.0
Willing 41 51.3
Very much willing 8 10.0
Total 80 100.0
Source: Primary data

Above table shows that51.3% of the respondents are willing to recommend the green
products to others ,20% are neutral to recommend,11% are unwilling to recommend,10% are
very much willing to recommend, only 7.5% are very much unwilling to recommend the
green products to others.

FIGURE 4.13
WILLINGNESS TO RECOMMEND GREEN PRODUCT

53
 TABLE NO 4.14
RANKING ON SOURCES OF AWARENESS

Factors Mean rank

Television 55.33 7
Magazine 59.02 3
Internet ads 62.43 2
Seminars/conference 63.91 1
Supermarket staff 58.35 4
Friends and relatives 56.66 7
Others(specify) 56.67 6

The above table reveals that sources of awareness regarding green products among the
consumers. For the study Hentry Garret ranking method is used. According to this method
Seminars and Conference get 1st rank and Television get the 7th rank. In between them, Internet
ads, Magazine, Supermarket staffs, Others, Friends and Relatives ranked respectively.

54
 TABLE NO.4.15
RANKING ON PREFERENCES TO BUY GREEN PRODUCTS

Mean Rank

Retail shop 57.61 3

Online 55.46 4
Local shop 60.98 2
Tele shopping 68.02 1
Health store 55.25 5

The above table reveals that the preferences to buying green products among the
consumers. For this study, Hentry Garret Ranking is used. According to this method, Tele
shopping gets the 1st rank and Health care gets the 5th rank. In between them Local shop, Retail
shop and Online ranked respectively

55
 TABLE NO 4.16
RANKING ON REASON FOR USING GREEN PRODUCTS

N Mean Rank
Energy efficient 80 3.68 3
Acceptability 80 6.54 8
Eco-friendly impact 80 3.58 2
Attractive packaging 80 6.79 9
Healthy products 80 3.80 4
Safety 80 3.35 1
Availability 80 6.34 7
Quality 80 4.78 5
Re usability 80 6.11 6

The above table reveals that the reasons for using green products among the consumers.
The major reason forusing green productis safety with themean score of 3.35 ,the second and
third reasons are ecofriendly impact and energy efficient with a mean score of 3.58 and 3.68
respectively and then followed by healthy products(3.80) ,quality (4.78) ,re usability (6.11)
,availability (6.34) ,acceptability (6.54) and attractive packaging (6.79).the least reason for
using green products by the consumer is attractive packaging with a mean score of 6.79.

56
 TABLE NO 4.17
DESCRIPTIVESTATISTICSONPROBLEMSFACEDBYCONSUMERS
REGARDING GREENPRODUCTS

N Mean Rank
Awareness of green 80 4.34 3
products are low
Green products are not 80 4.10 2
easy available
Green products are 80 2.41 1
expensive
Green products may not be 80 5.31 8
of good in quality
Lack of confidence with 80 5.14 6
the performance of green
products
Labels are not informative 80 4.83 5
Lack of green products 80 4.75 4
shop
Negative perception 80 5.21 7

Above table shows that the major problem faced by consumers regarding green
product is green products are expensive with a mean score of 2.41.the other problems faced by
consumers are followed by green products are not easy avaibale (4.10) , awareness of green
products are low (4.34) ,lack of green product shop (4.75), labels are not informative (4.83) ,lack
of confidence with the perfomance of green product (5.14) ,negative perception (5.21) and least
problem faced by consumers is green products may not be of good quality with a mean score of
5.31.

57
 TABLENO.4.18
Differenceinopinionbetweentheageofrespondentandawarenesslevelof
consumers towards green products –anova

H0: there is no significant difference between age of respondent and awareness

level consumers towards green products

Sum of Df Mean Square F Sig.

Squares
awareness level Between
.414 3 .138 .389 .761
Groups
*age
Within
26.930 76 .354
Groups
Total 27.334 79
Source:PrimaryData *5% level of significance

The above table reveals the result of one way ANOVA applied to find whether mean
scores vary according to the age of the respondents on the awareness level of the consumers
towards green products. The calculated P value for the awareness level of consumers towards
green products show that there no significant difference between the age of respondents, since
the ‘p’ value is greater than 0.05 hence null hypothesis isaccepted.

58
TABLE.4.19
Differenceinopinionbetweentheageofrespondentandperceptionlevel

of consumers towards green products –anova

H0: there is no significant difference between age of respondent and perception level
consumers towards green products

Sum of Df Mean Square F Sig.

Squares
perception Between
.996 3 .332 2.132 .103
level Groups
Within
*age 11.840 76 .156
Groups
Total 12.837 79
Source:PrimaryData *5% level of significance

The above table reveals the result of one way ANOVA applied to find whether mean scores
vary according to the age of the respondents on the perception level of the consumers
towards green products. The calculated P value for the perception level of consumers towards
green products show that there no significant difference between the age of respondents,
since the ‘p’ value is greater than 0.05 hence null hypothesis isaccepted.

59
 TABLE.20
Differenceinopinionbetweentheageofrespondentandsatisfactionlevelof
consumers towards green products –anova

H0: there is no significant difference between age of respondent and satisfaction level
consumers towards green products.

Sum of Df Mean Square F Sig.

Squares
satisfaction level Between
1.3216 3 .440 3.328 .024
Groups
*age
Within
10.051 76 .132
Groups
Total 11.372 79
Source:PrimaryData *5% level of significance

The above table reveals the result of one way ANOVA applied to find whether mean
scores vary according to the age of the respondents on the satisfaction level of the consumers
towards green products. The calculated P value for the satisfaction level of consumers towards
green products show that there no significant difference between the age of respondents, since
the ‘p’ value is less than 0.05 hence null hypothesis is rejected.

60
 TABLE.4.21
Differenceinopinionbetweentheeducationofrespondentandawarenesslevelof
consumers towards green products –anova

H0: there is no significant difference between education of respondent and awareness

level consumers towards green products

Sum of Df Mean Square F Sig.

Squares
awareness level Between
.662 4 .165 .465 .761
Groups
*education
Within
26.683 75 .356
Groups
Total 27.344 79
Source:PrimaryData *5% level of significance

The above table reveals the result of one way ANOVA applied to find
whether mean scores vary according to the education of the respondents on the awareness level
of the consumers towards green products. The calculated P value for the awareness level of
consumers towards green products show that there no significant difference between the
education of respondents, since the ‘p’ value is greater than 0.05 hence null hypothesis
isaccepted.

61
 CHAPETR 5

SUMMARY, FINDINGS, SUGGESTION AND

CONCLUSION

62
 SUMMARY

Green product is a important concept of marketing. It make valuable contributions to the

environment as well as to the human being by minimizing the environmental pollution and it helps
to provide a safety health conditions to the humanity. Green products are those product which has
lesser or no adverse environmental impacts and less harmful to the human body throughout the life
cycle, as compared to any other product performing a similar function The concept of green
consumption has come to existence in response to development of eco- friendly products. With
existing concern of health problems and environmental issues many consumers have turned their
preference to green products..

This study carried out as a descriptive one, based on both primary and secondary
dats. This study has been focused on the “consumer’s behavior towards green products”.

63
 FINDINGS

The findings were summarizes and presented below:

➢ Majority of the respondents (56.3%) were femaleconsumers.

➢ Majority of sample green consumers are (37.5%) 30 years-40 years of age group.

➢ Most of the respondents are 68.8% are marriedconsumers.

➢ (40%) respondents educational qualification is plustwo.

➢ 36.3% of consumers occupied with other categoryincluding

➢ Majority of 47.5% of the respondent’s monthly income are Rs.20000- Rs.30, 000.

➢ 100% of respondents are interested in purchase of greenproducts.

➢ Majority of the consumer’s frequency of purchase for monthly(35%).

➢ 41.3% of respondents are sometimes repeat their purchase of greenproducts.

➢ Majority of respondents are (95%) believe that green products arehealthier.

➢ 75% of consumers provide importance to the green products label at the time
ofpurchase.

➢ Most of the consumers (37.5%) are identify the green products with green seal label.

➢ 51.3% of consumers are willing to recommend the green products toothers.

➢ Main of the respondents aware the green products throughinternet.

➢ The first preference is provides to health store for buying the greenproducts.

64
➢ Majority of the consumers use the green products because of safety character of
greenproducts.

➢ Major problems in purchasing green product of sample consumers is high price of

greenproducts.

➢ There is no significance difference between the awareness level and age group of
respondents

➢ There is no significance difference between the perception level and age group of
respondents.

➢ There is significance difference between the satisfaction level and age group of
respondents.

➢ There is no significance difference between the satisfaction level and education

ofrespondents.

65
 SUGGESTION

➢ The price of green products should be decreased to enhance the green product
consumers.

➢ The government should change their policies for promoting the greenproducts.

➢ The consumers should improve knowledge related with different category of

greenproducts.

➢ Encourage the eco-friendly businesses that are make packaging and advertising that
having a much lower impact onenvironment.

➢ The consumers, retailer and manufacturer of the green products should develop their
self-interest to use the green product in their day to day life.

➢ The super markets and other shops should reduce the amount of plastic packaging.

➢ The government should provide a reasonable minimum price to the farmers who
engaged in the crop of eco-friendly agricultural products.

➢ Green buying behavior of the consumer can be increased by enhancing the income
levels of the consumers.

➢ Encourage energy efficient light sources that beneficial to reduce the amount of
wastage of electricity.

66
 CONCLUSION

The study focuses on examining the buying behavior of consumers

towards green products. Based on the results, buying behavior supports
consumers usinggreen products. It has been evident from the study that there are
many factors which influence the consumers to buying green products.
However, it is felt that if the suggestions are taken into consideration, it will
helps to change their negative perception and enhance the awareness and
satisfaction of green products among consumers that will help the human beings
to live in pollution-free environment in the near presentand for the future
generations. From the research study it is found that the most of the consumers
in Nilambur Taluk are aware of problems and different category of green
products in the market.
There is a positive attitude and behavior towards green products.
Because the majority of the consumers are willing to recommend the green
products to others.

67
 BIBLIOGRAPHY

BOOKS

➢ Kothari C.R, Research Methdology: Methods & Techniques, 2nd Edition, 2009, New
age, New Delhi.

➢ Jacquelyn A. Ottoman, Foreword by William R. Reilly, Green

Marketing:OppurtunityFor Innovation, Second Edition.

➢ John Grand, The Green Marketing Manifesto.

➢ Jacquelyn A. Ottoman, The New Rules Of Green Marketing: Strategies, Tools, and
Inspiration for Sustainable Branding.

WEBSITES

➢ www.scribd.com
➢ www.shodhganga.com
➢ www.inflibnet.com

68
 APPENDICES

“A STUDY ON THE CONSUMER BEHAVIOUR

TOWARDS GREEN PRODUCTS”

QUESTIONNAIRE

69
 QUESTIONNAIRE
Dear Respondent,
This is a part of my M.COM project work entitled “A study on the
consumer behavior towards green products” with special reference to NilamburTaluk.
This data is for academic purpose only and information provided by you will be kept
confidential. So kindly request you to full this questionnaire sincerely and honesty.
Ajin
1. Name :

2. Gender : Male Female

3. Age : Below 30 30-40

40-50 Above 50

4. Marital status : single Married

5. EducationalQualification: Below SSLC SSLC +2

UG PG & above

6. Occupation : Govt. employee Private employee

Farmer Business Others

7. Income :Below 10000 10000-20000

20000-30000 Above 30000

8. Would you interested in purchase of green products?

Yes No

9. How frequently do you buy green products?

Daily Weekly Monthly
Yearly Rarely

70
10. Do you repeat your purchase of green products?
Always often
Sometime Rare Never

11. Do you believe that green products are healthier? Yes No

12. Do you believe that organic labels are important? Yes No

13. Which of the following labeling is used to identify green products?

Energy star Eco mark Green seal
AGMARK Others

14. Rank the following sources of awareness fortheir effectiveness providing

information regarding green products?

NO SOURCES OF AWARENESS RANK

1 Television
2 Magazine
3 Internet ads
4 Seminars/ conference
5 Supermarket staff
6 Friends and relatives
7 Others (Specify)

15. From where do you prefer to buy green products? Rank the following on the point
of purchase as per your preferences
NO PLACE RANK
1 Retail shop
2 Online
3 Local shop
4 Tele shopping

71
 5 Health store

16. Can you describe your level of awareness about green products?

No Items Highly Aware Neutral Unaware Highly

aware unaware
1 Organic food
2 Cosmetics
3 Personal care products
4 Automobile products
5 Electrical appliance
6 Organic cloth
7 Household equipments
8 Medical products
9 Baby Products

17.State your reason for using green products AND RANK THEM?

No Reasons Rank
1 Energy efficient
2 Acceptability
3 Acceptability
4 Attractive packaging
5 Healthy products
6 Safety
7 Availability
8 Quality
9 Re usability

72
18. What is your opinion or perception regarding green products?
No Statements Strongly Agree Neutral Disagree Strongly
agree disagree
1 Green products are
economical
2 Green products are
high nutrition contents
3 Green products are safe
to consumers
4 Green products are safe
to consumers
5 Usage of pesticides are
low in green products
6 High quality brands
green products
7 Green products are eco
friendly
8 Advertisement of green
products are honesty

19. How would you describe your level of satisfaction regarding green products ?

No Statements Strongly Agree Neutral Disagree Strongly

agree disagree
1 Green products are safe &
healthier
2 Reasonable price
3 Green products are eco
friendly
4 Satisfied with the
performance of green

73
 products

5 Brand awareness of green

products are high
6 Ease of availability
7 Green products may be of
good quality
8 High status symbol of green
products
9 Attractive packaging
material
10 Convenient to use

20. Rank the following problems faced by consumers regarding the green products ?
No Problems Rank

1 Awareness of green products are low

2 Green products are not easy available

3 Green products are expensive

4 Green products may not be of good in quality

5 Lack of confidence with the performance of green products

6 Labels are not informative

7 Lack of green products shop

8 Negative perception

21. How much would you express your willingness to recommend green products ?
Very much unwilling Unwilling Neutral

Willing Very much willing

22.Note your suggestions………..

74
75