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MEQ
32,5 Consumer attitude towards green
products: revisiting the profile of
green consumers using
902 segmentation approach
Received 2 July 2020 Pooja Mehta
Revised 18 October 2020
19 January 2021 Department of Management, I.K. Gujral Punjab Technical University,
6 March 2021 Kapurthala, India, and
Accepted 7 March 2021
Harpreet Singh Chahal
Department of Business Management and Commerce, GNDU, Regional Campus,
Gurdaspur, India

Abstract
Purpose – Over the last few decades, there has been a substantial increase in environmentally conscious
consumers’ willingness to switch their preferences from mainstream products to green products. Hence, it
becomes essential for academicians and marketers to understand the notion, attributes and a comprehensive
profile of green consumers. Since consumer attitude towards green products is not widely studied in developing
countries, the present study aims at exploring the profile of green consumers in India (Punjab State) based on
the same in the Indian context.
Design/methodology/approach – The study used the survey method, and a sample of 400 respondents was
selected from the Punjab State of India. Initially, principal component analysis was employed to reduce the
dimensions. Following this, cluster analysis was applied to segment consumer market in distinctive segments.
Results of cluster analysis were validated with discriminant analysis and finally, differences amongst the
segments of green and non-green consumers were examined to build on the profile of green consumers.
Findings – The study segmented the consumer market based on consumer attitude towards green products.
Results of the study revealed four distinct segments. “Dynamic Green”, the largest cluster, presents truly green
consumers who exhibit a positive attitude towards green products. Finally, the study highlighted the
attitudinal profile of green and non-green consumers and differences amongst the segments were explained.
Research limitations/implications – Similar study should be conducted in other developing/developed
countries. Furthermore, cross-cultural studies can be undertaken to contrast consumer attitude towards green
products. The study may also be extended to probe the connection between consumers’ attitude and actual
behaviour towards green products.
Originality/value – The study examined the role of consumer attitude towards green products in identifying
the distinct segment of green consumers and determining different configurations of consumer characteristics
to build on the profile of green consumers.
Keywords Profile of green consumers, Consumer attitude towards green products, Perceived benefits for the
environment, Trust in green products, Willingness to use, Willingness to pay
Paper type Research paper

1. Introduction
Ever since the rise of green marketing discussion, research on green consumers has become
focal. The green consumer is the one who believes that the purchase and consumption of
products are strongly related to environmental preservation (Akehurst et al., 2012). Green
consumers prefer products that are less likely to damage the environment or endanger the
health of human beings (Zhu and Sarkis, 2016). Due to the rising ecological concern of
Management of Environmental
Quality: An International Journal consumers, the world experienced a sudden increase in the demand for environmentally
Vol. 32 No. 5, 2021
pp. 902-928
© Emerald Publishing Limited
1477-7835
DOI 10.1108/MEQ-07-2020-0133 The present research work was not funded by any organization.
friendly products (Jain and Kaur, 2004; Teoh and Gaur, 2019). Although western countries Consumer
initiated green consumerism movement in the 1960 and 1970s, developing nations have also attitude
begun to mark its prevalence due to rapid industrialization and its aftermath (Chaudhary and
Bisai, 2018).
towards green
UN Global Compact (2010) also reported the need to integrate sustainability in the products
business by the CEOs worldwide (Uddin and Khan, 2016). Adopting green sustainable
products can result in the satisfaction of social needs and demands while abating the harmful
impacts of production and consumption on a nation’s ethical and economic dimensions (Marx 903
et al., 2010). While efficient industrial processes and improvements in resource productivity
have been witnessed in a few developed nations that had implemented sustainable
consumption and production, the same has not been realized globally. It has been anticipated
that if sustainable consumption and production will not be adopted and the current trend of
resource extraction continues, annual global extraction of biotic and abiotic resources will
increase manifold (Zhao and Shroeder, 2010). Hence, it has been argued that the current pace
of using natural resources is unsustainable and issues concerning environmental
degradation will be difficult to address without unravelling the dynamics of production
and consumption (Marx et al., 2010).
Consumers being key to trigger sustainable production play a pivotal role in addressing
sustainability issues (Uddin and Khan, 2016). Considering the vital need for responsible
purchases, business houses were inspired to espouse green marketing in their operations
(Chan, 2001). Organizations are facing challenges to design new schemes to address
prominent social and environmental issues (Troudi and Bouyoucef, 2020). Companies have
been practicing green marketing by redesigning their products and branding such
improvizations to gain customers’ attention (Jain and Kaur, 2004). Therefore, to identify
new avenues of business in the emerging green market, focus of marketers and academicians
shifted to the assessment of green consumer profile that better explains different consumer
groups (Fraj and Martinez, 2007).
Consumers profile represents a set of stable characteristics of group of consumers
determined through measurable variables (Gaspar et al., 2017). So far, green consumers’
profile has been examined from two different perspectives. Initially, the consumer profile was
studied using demographics and socio-economic variables (Abeliotis et al., 2010; Banyte et al.,
2010; do Paco et al., 2009; Tilikidou, 2007). Later, a wide range of studies substantiated
effectiveness of psychographic variables in determining green consumer profile (Fraj and
Martinez, 2007; Thompson et al., 2010). Psychographic variables may include individual
concerns, behaviour and attitude (Zhao et al., 2014). To date, different psychographic
measures such as “lifestyle”, “environmental attitudes”, “environmental concern”, “perceived
consumer effectiveness”, “liberalism” and “altruism” had been used for the purpose of
consumer characterization (Akehurst et al., 2012; Anderson and Cunningham, 1972; Awad,
2011; Banerjee and McKeage, 1994; Chan, 1999; Chaudhary and Bisai, 2018; do Paco et al.,
2009; Gaspar et al., 2017; Kassarjian, 1971; Laroche et al., 2001; Niedermeier et al., 2021;
Rowlands et al., 2003; Straughan and Roberts, 1999). Nevertheless, no study was found to
have examined green consumers’ profile based on attitude towards green products. Attitude
characterizes consumers’ liking and disliking in general and specific terms about a particular
product’s purchase decisions. The attitude is the strong predictor of behaviour towards a
particular object. It embodies an individual’s opinion regarding green products’ purchase
(Jaiswal and Kant, 2018). Hence, it becomes crucial to examine consumer attitude towards
green products and green consumers’ profile based on the same.
Green consumer profile shall provide exciting insights into different configurations of
background, perceptions, level of trust and willingness to use green products of consumers’
heterogeneous groups. Understanding the green consumer profile shall clearly distinguish
between the pro-environmental consumers who are willing to adopt green products and those
MEQ who compete with their anti-ecological motivations to hold favourable perceptions about
32,5 green products. Moreover, such knowledge may allow the marketers to tailor attitude and
behaviour change interventions to the varied profiles of green and non-green consumers to
strengthen and promote favourable attitude towards green products. This would imply
“profile-focused” interventions rather than “one-size-fits-all” interventions which disregard
consumer differences (Gaspar et al., 2017). Previous researchers have significant
contributions in determining the profile of green consumers. However, there are gaps in
904 the knowledge of green consumers’ profile.
Firstly, the literature on consumer attitude towards green products is insufficient to
establish a stable set of dimensions of attitude towards green products. Consumer attitude
reflects how green products are perceived and used by the consumers and thus, sets the
ground for green consumerism. Hence, it becomes imperative to determine dimensions of
consumer attitude towards green products.
Secondly, there is a dearth of knowledge about green consumers’ attitudinal profile.
Although past studies have examined consumer attitude towards a wide range of green
products, no study has attempted to explore a distinctive segment of green consumers based
on attitude towards green products. Hence, the usefulness of consumer attitude towards
green products in segmenting green consumers and subsequently determining green
consumers’ profile needs to be examined.
Thirdly, most previous studies on green consumerism have been conducted in western
nations as these nations recognized the need for environmental protection in the early 1960
and 1970s. A meticulous examination of past research provides the evidence that, of the
studies that were reviewed, the majority were conducted in developed nations like United
States (Maloney et al., 1975; Samdhal and Robertson, 1989; Scott and Wills, 1994; Stern et al.,
1995). At the same time, only a few were conducted in Australia (Phau and Ong, 2007;
Polonsky and Ottman, 1998), Germany (Balderjahn, 1988; Niedermeier et al., 2021), Japan
(Dhir et al., 2021) and UK (Diamantopoulos et al., 2003). Their findings have numerous
applications for developed economies. Nevertheless, such findings will not hold in emerging
economies like India. Moreover, the country-specific factors like availability of green
products, environmentalism movement, level of pollution, environment-related legislation
and cultural drivers may influence socio-demographics, consumer attitude towards green
products as well as behavioural differences in green consumers of a particular nation
(Diamantopoulos et al., 2003). Primary indicators such as large population base, fast-paced
industrialization, increasing level of education and a keen interest in sustainability open new
avenues of research in green consumerism in India at par with the world (Jaiswal and
Kant, 2018).
While contemporary green consumerism has witnessed speedy growth all across the
world, the movement has gained momentum in India also (Jain and Kaur, 2004). There have
been substantial evidence and press releases indicating rising ecological concerns and green
purchases in India (Khare, 2015). Consumers’ ecological concerns influenced their attitude
towards green products. Recently, Tandon et al. (2020) conducted a study on consumers and
non-consumers of organic food in India to explore the role of attitude and values in developing
purchase intentions. The study revealed that consumer attitude significantly leads to
purchase intention for organic food. Additionally, a few past studies have also shown that
Indian consumers feel constrained in purchasing green products due to their limited
availability in the market. They mainly believe that it is the government’s responsibility to
take the necessary steps to enhance the adoption of green practices (Jain and Kaur, 2004;
Khare, 2015). Nevertheless, studies related to green consumers in the Indian context are too
few to understand the attitude of Indian consumers towards sustainable consumption (Uddin
and Khan, 2016). Also, the segmentation of green consumers in India is yet to be developed
and validated. Since, segmentation of consumer market becomes inevitable when appropriate
consumers segments are to be explored for marketing specific category of products Consumer
(Goswami, 2008), there is a strong need to identify the segments of green consumers and attitude
decipher their profile in the Indian context.
In this backdrop, the present study aims at exploring the profile of green consumers in the
towards green
Indian context. Punjab being on the top of the Indian states based on ownership of consumer products
goods (International Institute for Population Sciences (IIPS) and ICF, 2017) and monthly
consumption expenditure per household (NABARD, 2018) was selected for the study. With
the highest monthly consumption expenditure on consumer goods, Punjab provides a 905
broader consumer base for the study. Therefore, the present study strives to address the
existing gaps by perusing following research objectives:
(1) To explore various dimensions of consumer attitude towards green products.
(2) To identify different consumer segments or configurations of consumer
characteristics to build on green consumers’ attitudinal profile in the Indian context.

2. Theoretical background and hypotheses development

In the past few years, researchers have adapted various theoretical frameworks to explain
consumers’ actual behaviour towards green products. The most popular conceptual models
used to explain behaviour of consumers are the theory of reasoned action (TRA) (Ajzen and
Fishbein, 1980) and the theory of planned behaviour (TPB) (Ajzen, 1985). TRA established
that attitude and social norms are the two main determinants of individual behaviour. TPB
extended TRA by adding perceived behaviour control to determine individual behaviour.
Both theories posit the association between attitude and behaviour. Many studies have
employed TPB to explore consumer attitude and behaviour towards green products (Gupta,
2021; Han and Kim, 2010; Matharu et al., 2020; Yadav and Pathak, 2017). On the contrary,
many studies found a weak relationship between consumer attitude towards green products
and purchase behaviour. Hence, TPB was not considered a suitable theory to explain
consumers’ ethical behaviour since it does not consider affective element to explain the
association of consumers’ environmental attitude with their pro-environmental behaviour
(Joshi and Rahman, 2016).
Zhang and Dong (2020) recently highlighted the relevance of environmental behaviour
theory in the green consumer behaviour discipline, as green consumer behaviour is
considered a private ecological behaviour. The popular conceptual frameworks used to
explain consumers’ pro-environmental behaviour are value–attitude–behaviour (VAB) and
value–norm–belief theory of environmentalism (VBN). Initially, Schwartz (1977) validated
VAB theory to investigate consumers’ attitude towards food. The VAB model development
facilitated more in-depth analysis of various research problems in the discipline of pro-
environment behaviour. The theory also highlighted that attitude is an essential determinant
of consumer behaviour. Gupta (2021), in a study of Indian green consumers, employed VAB
framework to examine the role of environmental and health awareness in determining green
purchase behaviour. Another significant theoretical framework called the norm activation
model (NAM) also proclaims that descriptions of responsibility and the understanding of
antagonistic arrangements stimulate consumers’ values, influencing their pro-environmental
behaviour (Schwartz, 1977). In addition to this, Sheth et al. (1991) proposed consumption
value theory to explain the reasons of using or not using a particular product. Later, Stern
(2000) combined NAM model with value theory and new environmental paradigm (NEP) and
propounded the value-belief theory of environmentalism (VBN). The theory explained that
those who are concerned with the environment and believe that ecological balance and
human activities are inseparable whole are more likely to adopt pro-environmental
MEQ behaviour. Literature has termed such people as green consumers. The green consumer is the
32,5 one who believes that the purchase and consumption of products are strongly related to
environmental preservation (Akehurst et al., 2012).
Further, Stern (2000) used VBN theory and categorized pro-environmental behaviour into
four groups, namely, behaviours in organizations, activism, nonactivist, private-sphere
behaviours and public-sphere behaviours. VBN theory has been widely used in studies
relating to green consumerism because green consumer attitude and behaviour is a particular
906 type of private environmental behaviour (Andersson et al., 2005; Kaiser et al., 2005; Zhang and
Dong, 2020). The theory involves all psychographic factors such as values and attitude to
explain the pro-environmental behaviour of consumers.
Considering the importance of consumer attitude in explaining green consumer behaviour
as described in the above discussed theoretical frameworks, the present study explores
potential dimensions of consumer attitude towards green products. The study also employs
the underlying postulation of VBN theory that people who believe that ecological balance and
human activities are attached are more likely to adopt pro-environmental behaviour. Based
on this postulation, we examine the segment of green consumers and the profile of derived
segments based on consumer attitude towards green products. Furthermore, to give more in-
depth insight, the study endeavours to determine whether the identified groups of consumers
differ in their attitude towards green products. To examine the differences in the segment of
green consumers and other identified segments, specific hypotheses for each dimension of
attitude, namely, perceived environmental benefits, willingness to use, trust, willingness to
pay and perceived effectiveness of green products would be developed. Detailed discussion
on hypotheses development is given in the following subsections.

2.1 Growth of green consumerism

Traditionally, the consumerism movement was begun to protect consumers against unethical
practices. Later, the movement widened its scope by making the agenda of environment
protection its topmost priority. Owing to this movement, leading consumer activists also
started giving attention to environment protection (Keegan et al., 1995). Such a growing interest
of consumers and consumer organizations towards protecting the environment was popularly
named green consumerism. With the rise of green consumerism, the number of consumers
demanding green products and seemingly keen to preserve the environment increased over a
while. In addition to government pressures and compulsory legislations, green consumerism
was the primary force that provided the impetus for green marketing (Jain and Kaur, 2004).
Though green marketing started gaining people’s attention for discussion at various
forums in the 1960s, the formal institutionalizing of the concept started in the late 1980s and
early 1990s. Phau and Ong (2007) studied Australian consumers’ behaviour towards green
brands. The study posited that environmental consciousness encouraged consumers’
positive response towards the same. Jaini et al. (2020) also established a positive relationship
between pro-environmental beliefs and Malaysian consumers’ green purchase behaviour.
Rahbar and Wahid (2011) established that wish to protect the environment and confidence in
green products influenced Malaysian consumers’ environmental purchase behaviour in a
similar vein. Juwaheer et al. (2012) also found consumers’ willingness to participate in
pro-environmental activities in Mauritius. Likewise, Jain and Kaur (2004) and Prakash and
Pathak (2017) found that consumers expressed their willingness to purchase and pay more
for green products in India. Whereas, in another Indian study, Manaktola and Jauhari (2007)
revealed that consumers were willing to avail green services of hotels but were not willing to
pay extra for it. Nevertheless, research on green consumers is a bit scant in India and hence
exploring the same becomes inevitable and urgent necessity.
2.2 Segmentation and profile of green consumers Consumer
In the past few decades, several studies had endeavoured to conceptualize the concept of attitude
green consumers. Previous researchers have used an extensive assortment of variables to
determine green consumers’ profile. The first criterion used to identify green consumers’
towards green
profile is sociodemographic variables. Abeliotis et al. (2010) conducted a study in Greece to products
examine green consumers’ profile. The study submitted that income and age are the
prominent factors determining consumers’ involvement in pro-environmental activities.
Similarly, Diamantopoulos et al. (2003) suggested that females, older people and highly 907
educated people tend to participate in environmental activities and exhibit green shopping
habits. Although socio-demographic variables have been extensively used earlier, most
studies appeared to establish that they are less valued in classifying and profiling green
consumers (Samdhal and Robertson, 1989; Scott and Wills, 1994; Stern et al., 1995).
The second criterion used by the vast majority of studies to classify green consumers is
Psychographic variables. Psychographic variables include individual concerns, individual
behaviours and attitude (Zhao et al., 2014). Psychographic measures like “altruism”,
“liberalism” and “environmental concern” effectively explain green consumer behaviour
(Akehurst et al., 2012; Anderson and Cunningham, 1972; Awad, 2011; Banerjee and McKeage,
1994; Gaspar et al., 2017; Niedermeier et al., 2021; Straughan and Roberts, 1999). The earlier
studies advocated the ability of psychographic measures to discriminate between green
consumers and others. Straughan and Roberts (1996) established perceived consumer
effectiveness, liberalism and altruism as significant correlates of green consumer behaviour.
Goswami (2008) explored the segment of green consumers interested in purchasing
eco-labelled clothing in four Indian cities. The segmentation was performed based on
perception about eco-label, environmental consciousness and environmental certification.
The study identified three consumer segments. Similarly, do Paco et al. (2009) identified three
consumer clusters, namely, “the green activists”, “the uncommitted” and “the undefined”
based on demographics and specific environmental characteristics. Likewise, Mostafa (2009)
attempted to classify Kuwait’s consumers into four clusters, namely, “basic browns”,
“reluctant green”, “potential green” and “true green”. Of all the groups, “true green”
represented green consumers’ segment in real sense. Gaspar et al. (2017) segmented
Portuguese consumers into six groups to identify their psychological profile based on
selected psychological variables. In a recent study, Niedermeier et al. (2021) attempted to
identify green consumers’ segments in Germany based on consumers’ perception of product
attributes. The study identified six consumers segments. Subsequently, the study also
examined differences in green and non-green consumer segments based on psychological
factors, namely green consumer value, perceived consumer effectiveness and trust.

2.3 Consumer attitude towards green products

Given the importance of psychographic variables in determining green consumers’ profile,
consumer attitude being an important psychographic variable (Zhao et al., 2014) determines
its relevance in green consumers’ research. Sensitivity towards environmental problems,
changing consumer attitudes and consumer readiness to execute social responsibilities are
frequently observed tendencies dominating the market place. Attitude has always been
considered one of the most apparent drivers of actual behaviour. It is described as “a learned
predisposition to respond in a consistently favourable or unfavourable manner with respect
to a given object” (Fishbein and Ajzen, 1975). Attitude is considered as the prominent factor
affecting the green purchase behaviour of consumers (Dhir et al., 2021; Zhang and Dong,
2020). Pioneer researchers have demonstrated that consumers’ attitude significantly
influences environmentally concerning intentions and environmentally conscious
consumer behaviour (Chaudhary and Bisai, 2018; Cherian and Jacob, 2012; Hoyer and
MEQ MacInnis, 2004; Matharu et al., 2020; Mohd Suki and Mohd Suki, 2015; Roberts, 1996; Zhang
32,5 and Dong, 2020). So far, two types of eco-friendly attitudes, namely, general attitude and
specific attitudes, have been studied. General attitude reflects the way individuals appraise a
particular behaviour while performing it, whereas, a specific attitude signifies the assessment
of environmentally friendly products or environmentally friendly behaviours. Past studies
also proposed that in environmentally friendly behaviours, the relative importance of specific
attitudes overrides that of general attitude (Verma et al., 2019).
908 Several scholars have widely confirmed the importance of attitude towards green
products in assessing green purchase behaviour. Recently, in an Indian study, Tandon et al.
(2020) established a significant positive relationship between consumer attitude and
purchase intention for organic food. Honkanen et al. (2006) examined the association between
consumers’ attitude and intention towards purchasing organic food. The study found a
significant positive association between the two. Kassarjian (1971) also revealed the
importance of consumer attitude towards air pollution in examining consumer behaviour
towards environmental friendly gasoline. Similarly, Balderjahn (1988) revealed that German
consumers’ eco-friendly purchase was influenced by their positive attitude towards
environmentally friendly living (Mostafa, 2007). Similarly, Manaktola and Jauhari (2007)
confirmed the positive impact of consumer attitude on behaviour towards green services of
Indian hotels.
Zhu and Sarkis (2016) pointed out that a set of psychographic variables may reveal
different configurations of consumer behaviours concerning green products. This may
further result in the formation of distinctive consumer segments. Hence, the present study
attempts to determine the usefulness of “consumer attitude towards green products” in
identifying segmentation of green consumers. Based on this discussion, the following
hypothesis is proposed:
H1. Different segments of green consumers based on attitude towards green
products exist.

2.4 Dimensions of consumer attitude towards green products

2.4.1 Perceived environmental benefits. Consumers’ perception of green products’ environmental
benefits reflects their desire for knowledge about the impact of green products on the
environment. In perusal of this, they make consistent efforts to learn about the ingredients of
green products and their possible impact on the environment (Kumar and Ghodeswar, 2015). The
degree to which consumers care for environmental impact of consumption influences the
purchase of green products. Environmental concern is one of the important determinants of green
food choice (Lago et al., 2020). Similarly, Dhir et al. (2021) revealed that environmental concern
affects the green purchase of Japanese consumers. Consumers’ concern about environmental
degradation is reflected in their keenness to determine environmental consequences of consuming
specific products, which determines the purchase of green products (Barbarossa and De
Pelsmacker, 2016). Hence, we hypothesize the following:
H2. Segment of green consumers differs from other consumer segments in terms of
perceived environmental benefits of green products.
2.4.2 Willingness to use. Willingness to use green products refers to consumers’ willingness
to purchase green products to preserve the environment from further deterioration. This
willingness also reflects consumers’ motive to purchase green products (Jaiswal and Kant,
2018). Lai and Cheng (2016) highlighted the effectiveness of consumers’ expressed
willingness in revealing consumer attitude towards the purchase of green products. Hence,
the literature strongly indicates that willingness to use green products is an important
determinant of ecological behaviour (Jaiswal and Kant, 2018). In light of this, the present
study endeavours to explore willingness to use green products in the Indian context. Consumer
Previous researches attribute willingness to use green products to a wide range of self, attitude
environmental and social benefits associated with the usage of green products (De Silva
et al., 2021). Michaud and Llerena (2011) also proclaimed that green consumers who are well
towards green
aware of the benefits of green products are more willing to purchase them as compared to products
non-green consumers. This discussion leads to the development of the following
hypothesis:
909
H3. Segment of green consumers differs from other consumer segments in terms of
willingness to use green products.
2.4.3 Trust in green products. In the context of green products, trust refers to consumers’ belief
regarding the impact of green products on the environment (Chen, 2010). The literature
indicates the strong influence of trust in green products on green consumers’ purchase
intentions (Dangi et al., 2020; Dhir et al., 2021; Waris and Ahmed, 2020). Ricci et al. (2018)
revealed that trust in organic products leads to a positive attitude, which in turn results in
purchase intentions. Previous studies also observed that absence of trust in green products
acted as a substantial barrier in purchasing green products (Joshi and Rahman, 2015).
Niedermeier et al. (2021) conducted a study on consumer behaviour towards green adhesives.
The study attempted to explore the role of trust in distinguishing green consumers from non-
green consumers. Results of the study confirmed that trust significantly differentiates between
green and non-green consumers. Similarly, Dhir et al. (2021) revealed that green trust affects
Japanese consumers’ green purchase. It may be said that consumers’ trust in green products
determines green purchase behaviour. Hence, green consumers are more likely to exhibit a high
level of trust in green products as compared to non-green consumers. This discussion leads to
the development of the following hypothesis:
H4. Segment of green consumers differs from other consumer segments in terms of trust
in green products.
2.4.4 Willingness to pay. Price of green products is comparatively more than conventional
products. The high price is attributed to the difficulty in harvesting the materials being used
to manufacture green products (Chekima et al., 2016) and costly production process (Ling,
2013). Previous studies give mixed results regarding consumers’ willingness to pay more for
green products. A few studies conducted in the western context strongly indicated that price
does not significantly affect the purchase of green products. The studies also pointed out that
environmentally conscious consumers were relatively indifferent towards the price of green
products and expressed their willingness to pay premium price (Cronin et al., 2011). Similarly,
Chaudhary and Bisai (2018) and Prakash and Pathak (2017) showed Indian consumers’
willingness to pay a premium price for green products. Niedermeier et al. (2021) established
that price of green products is associated with the perceived quality of the product and
examined the role of price in separating eco-friendly consumers from other groups of
consumers. The study revealed that price significantly contributed to segmenting the
consumers of green adhesives. Contrastingly, Manaktola and Jauhari (2007) reported the
price-sensitive nature of Indian consumers. The study highlighted that consumers were
ready to visit green hotels, but were not ready to pay price premium (Chaudhari and Bisai,
2018). Based on this discussion, the following hypothesis is proposed:
H5. Segment of green consumers differs from other consumer segments in terms of
willingness to pay for green products.
2.4.5 Perceived effectiveness of green products. Product quality also plays a significant role in
green purchase behaviour. Quality is of great value in green products’ decision-making
process (Lago et al., 2020). The perceived quality of green products helps evaluate and judge
MEQ the products (Troudi and Bouyoucef, 2020). Positive perception about green products’ quality
32,5 has a significant positive influence on consumer green purchase intention. In contrast,
product risks like low functionality, discomfort, inconvenience and non-durability may
hamper the purchase decision (Sharma and Forpon, 2019). Hence, it can be said that the
perceived effectiveness of green products and environmental characteristics influence the
purchase decision of consumers (Joshi and Rahman, 2015). This discussion leads to the
development of the following hypothesis:
910
H6. Segment of green consumers differs from other consumer segments in terms of
perceived effectiveness of green products.

3. Methodology
3.1 Measurement scale
To measure consumer attitude towards green products, a measurement scale (CAGP)
containing 15 statements was developed. Responses were measured on a five-point Likert
scale ranging from strongly disagree to strongly agree. Reliability analysis was performed
using internal consistency method. Cronbach alpha value (0.696) of the scale confirmed its
reliability. The value is indicative of the scale being consistent and appropriate to conduct an
exploratory study (Hair et al., 2009).

3.2 Data collection

The present study aims at exploring the profile of green consumers in the Indian context
based on attitude towards green products. Punjab being on the top of the other states based
on ownership of consumer goods (International Institute for Population Sciences (IIPS) and
ICF, 2017) and monthly consumption expenditure per household (NABARD, 2018) was
selected for the study. As indicated by the reports, the state having the highest recorded
consumption of consumer goods and monthly consumption expenditure per household
provides a broad consumer base to pursue the present study. The literacy rate of the state,
which is 75.84%, also indicates the consumers’ potential wisdom to understand the issue of
sustainable consumption and green products. The study used a self-administered
questionnaire to collect the data based on multistage purposive sampling from Punjab.
For the purpose of selection of cities to be targeted, reports of census survey 2011 were
studied. Out of 14 class I cities (having population above 1 lakh) in Punjab, four major cities,
namely Amritsar, Jalandhar, Ludhiana and Mohali having the highest percentage of the
urban population were selected to conduct the survey.
From the selected cities, 400 responses (100 from each selected city) were obtained. Hair
et al. (2009) suggested obtaining the highest cases per variable so as to reduce the chances of
drawing factors that have little generalizability. The author reinforced the advocacy of using
a minimum of 10–20 cases for each variable for factor analysing the data. Since the scale
constructed for the study includes 15 items, the sample size of 400 exceeds the suggested
criteria. Respondents were contacted at major outlets of the chosen cities at different times
during the week. Different time periods of the week were chosen to minimize sampling biases.
Previous studies recommended mall intercept method of data collection when a sample of the
specific type of users is to be selected (Murray et al., 1989). The method is frequently used in
marketing research as it provides an in-depth response (Khare, 2015). Since the survey was
conducted to gauge consumer attitude towards green products, the objective of the survey
was communicated to the respondents before obtaining their response. Many respondents
who were not aware of green products refused to participate in the survey and those who
were aware were requested to participate.
3.3 Data analysis Consumer
Concerning the statistical procedures for data analysis, the analysis was performed using attitude
SPSS version 19.0. Firstly, descriptive analysis using the mean score and SD was performed
to examine consumers’ overall attitude towards green products and attitude towards the five
towards green
identified dimensions of consumer attitude, individually. In addition to this, multivariate products
analysis was also carried out to analyse the data in three stages. Initially, principal
component analysis (PCA) with varimax rotation method was employed to reduce the
dimensions for subsequent analysis and interpretations. Following this, the study used 911
cluster analysis on the resulting dimensions to explore distinctive groups of green consumers
(Tleis et al., 2017). Subsequently, discriminant analysis was used to determine the relevance of
attitudinal variables in differentiating between the identified clusters. Finally, one-way
ANOVA was employed for hypothesis testing and examining differences in segments of
green and non-green consumers.

3.4 Sample profile

Of the 400 selected candidates, majority of the respondents, i.e. 50.3% represented the age
group of 18–25 years, followed by 40% from the age group 26–40 years, 8.5% from the age
group 41–55 years and 1.3% belonged to the age group 56 years and above. Concerning
monthly income, 36% had a monthly income less than Rs. 10,000, followed by 30.8% with
income between Rs. 10,001–25,000, 20% with income between Rs. 25,001–50,000, 6.3% with
income between Rs. 50,001–75,000, 3.8 and 3.3% represented the income group Rs. 75,001–
100,000 and more than Rs. 100,000 respectively. Also, 50% were males, and 50% were
females, which were selected to ensure equal representation of both genders. As far as
occupation is concerned, 44.3% of respondents were doing service, whereas 37.3% were
students, followed by 13.5% business persons and 5% housewives. Finally, unmarried
respondents accounted for 60.3% in the sample, whereas 39.8% were married.

4. Results
4.1 Principal component analysis
PCA was used to reduce the data into fewer interpretable variables and identify the
dimensions of consumer attitude towards green products. Before administering PCA,
Barlett’s test of sphericity and Kaiser–Meyer–Olikin (KMO) measure of sampling adequacy
were administered to assess appropriateness of the data (Malhotra and Dash, 2010). KMO
value came out to be 0.740 (>0.60). KMO value above 0.60 shows that sample size is adequate
to calculate factor analysis, and PCA can be employed on the data (Hair et al., 2019). Also, p-
value of Barlett’s test of sphericity comes out to be 0.000. The value indicates that the data is
free from single response bias (Hair et al., 2019). Further, the principal component analysis
method with VARIMAX rotation method of factor analysis was carried out. Results reveal
that five components with eigenvalues greater than 1 emerged out. Every item of the scale
loaded on a distinct component and variance explained in the data set was 54.51%. Factor
loadings of all statements are more than 0.5, except for two statements, namely S2 and S15,
which are in the range of 0.3–0.4. Factor loading more than 0.5 is considered as practically
significant, whereas factor loading in the range of 0.3–0.4 also meet the minimal level for
interpretation of factor structure (Hair et al., 2009). Results of PCA are reported in Table 1.
Components thus obtained were labelled based on items that loaded highly on them. The
explanation of the components derived from PCA is described as follows:
Component 1 – Perceived Environmental Benefits: The first component having eigenvalue
3 loaded with four statements, namely S5, S13, S1 and S4. Factor loadings of all statements
are more than 0.5, which are considered as practically significant. This component represents
MEQ Item Eigen Factor
32,5 label Statements value loadings Mean SD

Component 1: Perceived environmental benefits 3.0

S5 Green products and non-green products are alike** 0.706 3.7 1.10
S13 State Governments should make rigorous efforts to 0.559 4.0 0.936
promote manufacturing and marketing of green
912 products
S1 Deterioration of the environment is a serious issue and 0.512 4.3 0.785
Green products can contribute in saving the
environment
S4 Environment deterioration is bound to happen and 0.509 3.6 1.00
green products cannot help in protecting it**
Overall mean 3.9
Component 2: Willingness to use 1.5
S8 Using green products gives a sense of satisfaction 0.729 3.9 0.749
S9 I want to be a part of green movement by using green 0.677 4.0 0.828
products
S6 Manufacturing of green products must be highly 0.602 4.0 0.854
subsidized so that more companies can enter into
manufacturing of green products
Overall mean 4.0
Component 3: Trust in green products 1.3
S3 Manufacturing/Production of green products is totally 0.729 3.7 0.940
environment friendly
S7 Green products are true to their environment friendly 0.720 3.7 0.790
claims
S2 I prefer green products over non green products 0.378 3.9 0.842
Overall mean 3.8
Component 4: Willingness to pay 1.1
S11 I would agree to pay even extra price for environment 0.793 3.5 1.028
friendly products to save our environment
S14 Performance of green products justifies its price 0.625 3.5 0.980
Overall mean 3.5
Component 5: Perceived effectiveness of green products 1.0
S10 I am doubtful about the working performance of green 0.712 3.2 1.00
products**
S12 Claims of green products about health benefits are 0.709 2.9 0.938
usually exaggerated**
S15 Paying premium price for green products is a mere 0.393 3.6 0.975
wastage of money**
Overall mean 3.2
Table 1. Overall attitude towards green products 3.7
Rotated component Note(s): Total variance 5 54%; Cronbach’s alpha 5 0.696
matrix and descriptive **Represents reversely coded items
analysis Source(s): Prepared by the authors

consumers’ perception of green products compared to non-green products. It also presents

consumers opinion about the benefits of green products in environmental preservation and
mitigating various ecological issues.
Component 2 – Willingness to Use: The second factor having eigenvalue 1.5 loaded with
three statements, namely S8, S9 and S6. Factor loadings of all statements are more than 0.5,
which are considered as significant to explain the factor structure. This factor reflects
consumers’ willingness to use green products. The factor exhibits consumers’ intention to be
involved in the green movement. It also highlights consumers’ satisfaction after using green Consumer
products and their opinion about the increase in the manufacturing of green products. attitude
Component 3 – Trust in Green Products: The third component with eigenvalue 1.3 loaded
with three statements, namely S3, S7 and S2. Factor loadings of S3 and S7 are more than 0.5,
towards green
whereas, loading of S2 is 0.378. Therefore, all of the three statements of the third components products
are statistically significant to explain the factor structure. This factor highlights the
considerable amount of trust consumers have in green products and their manufacturing
mechanisms. The factors are related to consumers’ belief that the production of green 913
products is environmentally friendly. It also reveals consumers’ trust in environmentally-
friendly claims made by green products and personal stance linked to preferring green
products over non-green.
Component 4 – Willingness to Pay: The fourth dimension with eigenvalue 1.1 loaded with
two statements, namely S11 and S14. Factor loadings of both statements are more than the
recommended value 0.5. The factor reflects consumers’ willingness to pay more for green
products. Furthermore, it also indicates consumers’ conviction regarding green products’
performance against the high price being charged.
Component 5 – Perceived Effectiveness of Green Products: The fifth factor with eigenvalue 1.0
loaded with three statements, namely S10, S12 and S15. Factor loadings of S10 and S12 are more
than 0.5, whereas, loading of S15 is 0.393. All of the three statements of this factor are statistically
significant to explain the factor structure. This factor brings together the items related to faith in
green products’ performance, health benefits claimed by green products, and fear of wasting
money on green products if expectations from the performance of green products are not met.
Descriptive analysis using the mean score and SD was performed on the factors to assess
respondents’ overall attitude towards green products and attitude towards the five identified
dimensions of consumer attitude, individually. Results of descriptive analysis (mean and SD)
are reported in Table 1. Since the responses were measured on a five point scale, the mean
score less than 3 depicts the unfavourable attitude. A score of 3 depicts a neutral attitude and
score above 3 depicts a favourable attitude towards green products. As shown in Table 1, the
mean score of overall attitude towards green products came out to be 3.7. The results reveal
that respondents reported fairly favourable overall attitude towards green products. This
implies that on the whole, people of Punjab perceive green products positively and hold a
favourable attitude towards them.
As far as dimension wise attitude is concerned, the mean score 3.9 of the first dimension of
attitude, i.e. perceived environmental benefits of green products, indicated that respondents
expressed positive perception regarding the environmental benefits of green products. This
shows that respondents were substantially convinced by the environmental and health benefits
claimed by the green products. The conviction is also reflected in their expressed high level of
willingness to use green products. The mean score of the second dimension, willingness to use
came out to be 4.0. The value specifies that respondents were highly willing to use green products.
Furthermore, the mean score of the third dimension, trust in green products came out to be 3.8.
The value indicates that respondents exhibited considerable trust in the green products. Likewise,
a mean score 3.5 of the fourth dimension, willingness to pay reveals respondents’ favourable
attitude towards paying a premium price for green products. This demonstrates that they were
willing to use green products and were willing to pay more price for green products. They were
also of the opinion that the premium features of green product justify the high price of green
products. Finally, the mean score of the fifth dimension, perceived effectiveness of green products,
registered a lower value (Mean 3.2) compared to other components. The value indicates that
respondents’ perception towards the effectiveness of green products is meagrely favourable. The
results reflect that many of the respondents expressed their reservations and doubts about the
green products’ functioning and performance.
MEQ 4.2 Cluster analysis
32,5 4.2.1 Segmentation analysis. After PCA, the resulting dimensions were used as input to
identify segments of green consumers using cluster analysis. Hierarchical clustering and
non-hierarchical (k-means) clustering are two commonly used methods of cluster analysis.
Though, non-hierarchical clustering has merits over hierarchical method when the number of
observations is large, hierarchical and non-hierarchical methods should be successively used
(Malhotra and Dash, 2010). Firstly, the present study used hierarchical method to obtain an
914 initial solution of cluster analysis indicating the optimum number of clusters. In order to
obtain the initial clustering solution, the hierarchical procedure used was Ward’s method and
interval measure used was Euclidean distance. After analysing the percentage variation of
the agglomeration coefficient, a four cluster solution was found to be optimum. Subsequently,
non-hierarchical clustering was used to classify all cases into four clusters using k-means
cluster.
Results of cluster analysis revealing the prevalence of four distinct clusters and their
corresponding attitudinal characteristics are reported in Table 2. Out of the total respondents,
55 respondents were classified into cluster 1, 117 respondents into cluster 2, 160 respondents
into cluster 3 and 68 respondents into cluster 4. One-way ANOVA statistics was significant
for all dimensions of consumer attitude. Uni-variate F values (Table 2) rejected the null
hypothesis of equal means and indicated that all dimensions, namely, willingness to pay
(F 5 99.969; p < 0.01), willingness to use (F 5 88.226; p < 0.01), perceived effectiveness of
green products (F 5 65.711; p < 0.01), trust in green products (F 5 46.277; p < 0.01) and
perceived environmental benefits (F 5 13.194; p < 0.01) significantly differentiated between
the four identified clusters. Results of cluster analysis established the usefulness of consumer
attitude towards green products in segmenting the consumer market for green products.
Hence, hypothesis H1 is supported.
4.2.2 Determining the profile of clusters. It is also useful to carve out the attitudinal profile
of the identified clusters based on results obtained through statistical procedures discussed in
the above sections. With the help of the positive or negative mean scores (see Table 2) of each
of the five variables, it is possible to explain different configurations of consumer
characteristics (do Paco and Raposo, 2010) concerning attitude towards green products. The
results also demonstrate attitudinal differences in the four clusters. Accordingly,
representative labels were assigned to the clusters. A discussion about the attitudinal
profile of all clusters is as follows:
Cluster 1 – “Core Brown” (N 5 55): This segment constitutes 13.75% of respondents who
exhibited an apathetic attitude towards green products. Although consumers of this segment
claim positive perception regarding the contribution of green products in the restoration of
ecological balance, they were relatively dispassionate for using green products. In addition to

Cluster 1 Cluster 2 Cluster 3 Cluster 4

(N 5 55) (N 5 117) (N 5 160) (N 5 68)
Variables Mean Mean Mean Mean F p-value

Perceived benefits for 0.08089
0.07002 0.27280
0.58684 13.194 0.000

the environment
Willingness to use
1.56488 0.32275 0.14046 0.37990 88.226 0.000
Trust in green products
0.62209
0.56817 0.45139 0.41865 46.277 0.000
Willingness to pay
0.23771 0.23984 0.48231
1.35525 99.969 0.000
Table 2. Perceived effectiveness 0.28835
0.87803 0.47501 0.15985 65.711 0.000
Segment profile and of green products
results of ANOVA Source(s): Prepared by the authors
that, lack of trust in green products, and negative position regarding willingness to pay more Consumer
also figure out their negative attitude towards green products. attitude
Cluster 2 – “Altruistic Green” (N 5 117): This segment represents 29.25% of respondents
who hold negative perception about the green products’ environmental benefits and
towards green
performance. Despite this, they expressed their willingness to use green products and pay products
more for them. It appears that though consumers of this segment have reservations about the
performance of green products and their usefulness for the environment, they are all set to use
the same. It seems that, in the absence of enough relevant information regarding 915
environmental benefits, other environmentally friendly features, ingredients and
manufacturing mechanisms of green products, consumers could not develop their trust in
green products. However, their expressed willingness to use and pay more for green products
indicates their preparedness to purchase the same and desire to be a part of the green
movement. This could also mean that consumers believe in the effectiveness of their actions.
Being members of society, they are geared up for environmental protection. Hence, this
segment is termed as “Altruistic Green”.
Cluster 3 – “Dynamic Green” (N 5 160): Having majority, i.e. 40% of respondents, this
cluster represents the group of consumers who scored highest on all dimensions of attitude
towards green products. They hold a positive perception about the performance and benefits
of green products for the environment. Not only that, they trust the claims made by green
products and are also willing to pay the extra price for green products. Since this segment’s
consumers appear to be greener than all other segments, this segment is named
“Dynamic Green”.
Cluster 4– “Price Conservative Green” (N 5 68): This segment represents 17% of
respondents who trust the claims made by green products and are also willing to use them,
but at the same time, they do not wish to pay the extra price. The willingness to use green
products divulges respondents’ ecological motivation that competes with reservations to pay
the extra price. Hence, this segment is named as “Price Conservative Green”.
The above discussion concludes that the “dynamic green” segment represented truly
green consumers, whereas “core brown” segment represented non-green consumers.
“Altruistic green” segment included the consumers who did not believe in the
environmentally friendly claims of the products. “Price conservative green” segment
represented the consumers who were resistant to pay a premium price for the green products.
Marketing segmentation is considered the most effective tool for defining consumer
markets (Arli, 2017; Chan and Armstrong, 1999; Marcus, 1998) as it helps identify
homogenous segments within a larger heterogeneous group. These smaller groups are
different in terms of needs, characteristics and consumer behaviour (Donovan et al., 1999).
The study highlighted the prevalence of four clusters of green consumers within the sample.
Each cluster is unique and represents a set of stable similarities shared by the individual
consumers of the respective cluster regarding attitude towards green products. Consumer
profiling is the first step to developing evidence-based strategies tailored to each profile
(Gaspar and Antunes, 2011). Given the heterogeneity of the attitudinal profiles of the four
clusters identified by this study, a specific set of interventions may be adapted for each profile
instead of general interventions that disregard such differences. Furthermore, knowledge of
consumer segments may also help identify potential differences in green products’
consumption amongst different consumer profiles.

4.3 Cluster validation using discriminant analysis

Subsequent to the cluster analysis, discriminant analysis was performed to ascertain the
adequacy of cluster solution and the extent to which all cases are classified correctly. The
relative importance of attitudinal dimensions in classifying cluster cases was also assessed.
MEQ Wilk’s lambda statistics explain the relative importance of discriminating variables in terms
32,5 of their discriminatory power, where the lowest lambda value signifies the most important
variable. Results of Wilk’s lambda (Table 3) imply that “willingness to pay” (λ 5 0.569) is the
most important variable in differentiating between four clusters followed by “willingness to
use” (λ 5 0.599), “perceived effectiveness of green products” (λ 5 0.668), “trust in green
products” (λ 5 0.740) and “perceived benefits for the environment” (λ 5 0.909). However, the
p-value (0.000) of all variables was found to be significant. The significant value indicates that
916 all variables contribute in differentiating between four clusters. Hence, the results also
confirmed the validity of the results of cluster analysis.
To obtain the discriminant functions, the stepwise method of discriminant analysis was
used. All of the five discriminating variables, namely, “willingness to pay”, “willingness to
use”, “perceived effectiveness of green products”, “trust in green products” and “perceived
benefits for the environment” were used as predictor variables and the cluster membership
was used as the dependent variable. Discriminant analysis obtained three discriminant
functions. Statistical values associated with discriminant functions, namely, eigenvalues,
percentage of variance explained, canonical correlation, square of canonical correlation and
Wilk’s lambda are reported in Table 4. Analysis of eigenvalues revealed that function 1
explained 36.5% of variance, function 2 explained 34.2% of variance and function 3 explained
29.3% of the variance. Canonical correlation and square of canonical correlation reveal 52.8%
of the variance explained by function 1, 51.2% by function 2 and 47.3% by function 3 in the
dependent variable. A higher value of correlation explains that the function better
discriminates the clusters. Besides this, the value of Wilk’s lambda (p-value in Table 4) which
tests the null hypothesis of equal means of all discriminant functions in all groups suggested
that the three discriminating functions significantly contribute to group differences.
Further, the association of predicting variables with the discriminating functions can be
evaluated with the help of coefficients given in structure matrix (Table 5). As given in the
structure matrix (Table 5), “perceived effectiveness of green products” and “trust in green
products” have larger coefficients for function 1. The values indicate their primary
association with function 1. Results also reveal that “willingness to pay” and “perceived
environmental benefits” are primarily associated with function 2, whereas “willingness to

Variables Wilk’s Lambda

Perceived benefits for the environment 0.909

Willingness to use 0.599
Table 3. Trust in green products 0.740
Results of discriminant Willingness to pay 0.569
analysis (Wilk’s Perceived effectiveness of green products 0.668
Lambda) Source(s): Prepared by the authors

Square of
% Of Canonical canonical Wilk’s Chi-
Function Eigenvalue variance correlation correlation Lambda square df p-value

1 1.121 36.5 0.727 0.528 833.017 15 0.000

Table 4. 2 1.051 34.2 0.716 0.512 0.257 536.390 8 0.000
Canonical discriminant 3 0.899 29.3 0.688 0.473 0.527 253.064 3 0.000
functions Source(s): Prepared by the authors
use” is associated with function 3 (asterisks indicate larger coefficients). Results of Consumer
classification can judge the validity of the discriminant analysis. Results indicate that 93% attitude
[(43 þ 107 þ 157 þ 65)/400 5 0.93] of originally grouped cases are classified correctly.
This also means that the discriminant model predicted 93% of cases correctly, thereby
towards green
establishing satisfactory validity of the model. products

4.4 Identifying differences in consumer segments 917

To examine the differences in four segments in terms of perceived environmental benefits,
willingness to use, trust in green products, willingness to pay and perceived effectiveness of
green products, five hypotheses were formulated and one-way ANOVA was employed to test
the same. Results of ANOVA are presented in Table 6.

S No Variables Function 1 Function 2 Function 3

1 Perceived effectiveness of green products 0.550* 0.374
0.115

2 Trust in green products 0.484* 0.108 0.289
3 Willingness to pay
0.399 0.657* 0.374
4 Perceived benefits for the environment
0.061 0.298* 0.055
5 Willingness to use 0.055
0.315 0.789*
Note(s): *Largest absolute correlation between each variable and any discriminant function Table 5.
Source(s): Prepared by the authors Structure matrix

Sum of Mean
Dimensions squares df square F p-value

Perceived benefits for the Between 25.931 3 8.644 27.359 0.000

environment groups
Within 125.109 396 0.316
groups
Total 151.040 399
Willingness to use Between 58.974 3 19.658 99.685 0.000
groups
Within 78.092 396 0.197
groups
Total 137.066 399
Trust in green products Between 29.539 3 9.846 34.279 0.000
groups
Within 113.748 396 0.287
groups
Total 143.286 399
Willingness to pay Between 103.513 3 34.504 89.489 0.000
groups
Within 152.686 396 0.386
groups
Total 256.199 399
Perceived effectiveness of green Between 67.201 3 22.400 85.529 0.000
products groups
Within 103.714 396 0.262
groups Table 6.
Total 170.916 399 Results of one-
Source(s): Prepared by the authors way ANOVA
MEQ 95% confidence
32,5 (I) Cluster (J) Cluster Mean interval
Dependent number of number of difference Std. Lower Upper
variable case case (I–J) error Sig. bound bound

Perceived benefits 1 2
0.08913 0.09277 0.337
0.2715 0.0933

for the 3
0.52981* 0.09119 0.000
0.7091
0.3505
918 environment 4 0.09761 0.10380 0.348
0.1064 0.3017
2 1 0.08913 0.09277 0.337
0.0933 0.2715
3
0.44067* 0.06732 0.000
0.5730
0.3083
4 0.18675* 0.08361 0.026 0.0224 0.3511
3 1 0.52981* 0.09119 0.000 0.3505 0.7091
2 0.44067* 0.06732 0.000 0.3083 0.5730
4 0.62742* 0.08185 0.000 0.4665 0.7883
4 1
0.09761 0.10380 0.348
0.3017 0.1064
2
0.18675* 0.08361 0.026
0.3511
0.0224
3
0.62742* 0.08185 0.000
0.7883
0.4665
Willingness to use 1 2
1.07893* 0.07329 0.000
1.2230
0.9348
3
1.21599* 0.07204 0.000
1.3576
1.0744
4
1.06053* 0.08200 0.000
1.2217
0.8993
2 1 1.07893* 0.07329 0.000 0.9348 1.2230
3
0.13706* 0.05319 0.010
0.2416
0.0325
4 0.01840 0.06606 0.781
0.1115 0.1483
3 1 1.21599* 0.07204 0.000 1.0744 1.3576
2 0.13706* 0.05319 0.010 0.0325 0.2416
4 0.15546* 0.06466 0.017 0.0283 0.2826
4 1 1.06053* 0.08200 0.000 0.8993 1.2217
2
0.01840 0.06606 0.781
0.1483 0.1115
3
0.15546* 0.06466 0.017
0.2826
0.0283
Trust in green 1 2
0.30280* 0.08846 0.001
0.4767
0.1289
products 3
0.77405* 0.08695 0.000
0.9450
0.6031
4
0.58937* 0.09897 0.000
0.7839
0.3948
2 1 0.30280* 0.08846 0.001 0.1289 0.4767
3
0.47125* 0.06419 0.000
0.5974
0.3451
4
0.28657* 0.07972 0.000
0.4433
0.1298
3 1 0.77405* 0.08695 0.000 0.6031 0.9450
2 0.47125* 0.06419 0.000 0.3451 0.5974
4 0.18468* 0.07804 0.018 0.0312 0.3381
4 1 0.58937* 0.09897 0.000 0.3948 0.7839
2 0.28657* 0.07972 0.000 0.1298 0.4433
3
0.18468* 0.07804 0.018
0.3381
0.0312
Willingness to pay 1 2
0.56616* 0.10249 0.000
0.7676
0.3647
3
0.80649* 0.10074 0.000
1.0045
0.6084
4 0.58696* 0.11467 0.000 0.3615 0.8124
2 1 0.56616* 0.10249 0.000 0.3647 0.7676
3
0.24033* 0.07437 0.001
0.3865
0.0941
4 1.15311* 0.09236 0.000 0.9715 1.3347
3 1 0.80649* 0.10074 0.000 0.6084 1.0045
2 0.24033* 0.07437 0.001 0.0941 0.3865
4 1.39344* 0.09042 0.000 1.2157 1.5712
4 1
0.58696* 0.11467 0.000
0.8124
0.3615
2
1.15311* 0.09236 0.000
1.3347
0.9715
3
1.39344* 0.09042 0.000
1.5712
1.2157
Perceived 1 2 0.48386* 0.08447 0.000 0.3178 0.6499
effectiveness of 3
0.48234* 0.08302 0.000
0.6456
0.3191
Table 7. green products 4 0.16539 0.09450 0.081
0.0204 0.3512
Multiple comparisons
using LSD method (continued )
 95% confidence
Consumer
(I) Cluster (J) Cluster Mean interval attitude
Dependent number of number of difference Std. Lower Upper towards green
variable case case (I–J) error Sig. bound bound products
2 1
0.48386* 0.08447 0.000
0.6499
0.3178
3
0.96620* 0.06129 0.000
1.0867
0.8457
4
0.31847* 0.07612 0.000
0.4681
0.1688 919
3 1 0.48234* 0.08302 0.000 0.3191 0.6456
2 0.96620* 0.06129 0.000 0.8457 1.0867
4 0.64773* 0.07452 0.000 0.5012 0.7942
4 1
0.16539 0.09450 0.081
0.3512 0.0204
2 0.31847* 0.07612 0.000 0.1688 0.4681
3
0.64773* 0.07452 0.000
0.7942
0.5012
Note(s): *The mean difference is significant at the 0.05 level
Source(s): Prepared by the authors Table 7.

Perceived Environmental Benefits: From Table 6, we can observe that there are significant
differences in all segments in terms of the perceived environmental benefits of green products
(F 5 27.359; p < 0.01). Post-hoc test using LSD method (Table 7) further revealed that
difference in perceived benefits for the environment exists in segments 1 and 3 (Mean
Difference 5
0.52981), segments 2 and 3 (Mean Difference 5
0.44067), segments 2 and 4
(Mean Difference = 0.18675) and segments 4 and 3 (Mean Difference 5
0.62742). From the
results, it may be inferred that since segment 3 registers highest mean score, the perception of
the environmental benefits of green products is highest in segment 3 (dynamic green), the
segment of truly green consumers. Hence, hypothesis H2 is supported.
Willingness to Use: Results also indicate that there are significant differences in all
segments in terms of willingness to use green products (F 5 99.685; p < 0.01) (Table 6). Post
hoc test using LSD method (Table 7) further revealed that difference in willingness to use
green products exist in segments 1 and 2 (Mean Difference 5
1.07893), segments 1 and 3
(Mean Difference 5
1.21599), segments 1 and 4 (Mean Difference 5
1.06053), segments 2
and 3 (Mean Difference 5
0.13706), segments 2 and 4 (Mean Difference 5 0.01840) and
segments 3 and 4 (Mean Difference 5 0.15546). From the results, it is clear that since segment
3 registers highest mean score, willingness to use is found to be highest in consumers of
segment 3 (dynamic green), the segment of truly green consumers. Hence, hypothesis H3 is
supported.
Trust in Green Products: Results also indicate that there are significant differences in all
segments in terms of trust in green products (F 5 34.279; p < 0.01) (Table 6). Post hoc test
using LSD method (Table 7) further revealed that difference in trust in green products exists
in segments 1 and 2 (Mean Difference 5
0.30280), segments 1 and 3 (Mean Difference 5

0.77405), segments 1 and 4 (Mean Difference 5
0.58937), segments 2 and 3 (Mean
Difference 5
0.47125), segments 2 and 4 (Mean Difference 5
0.28657) and segments 3 and
4 (Mean Difference 5 0.18468). From the results, it may be inferred that since segment 3
registers highest mean score, trust in green products is highest in consumers of segment 3
(dynamic green). Hence, hypothesis H4 is supported.
Willingness to Pay: Results also indicate that there are significant differences in all
segments in terms of willingness to pay more for green products (F 5 89.489; p < 0.01)
(Table 6). Post hoc test using LSD method (Table 7) further revealed that difference in
willingness to pay exist in segments 1 and 2 (Mean Difference 5
0.56616), segments 1 and 3
(Mean Difference 5
0.80649), segments 1 and 4 (Mean Difference 5
0.58696), segments 2
and 3 (Mean Difference 5
0.24033), segments 2 and 4 (Mean Difference 5 1.15311) and
MEQ segments 3 and 4 (Mean Difference 5 0.1.39344). Furthermore, the results infer that since
32,5 segment 3 registers highest mean score, the willingness to pay more for green products is
highest in consumers of segment (dynamic green), the segment of truly green consumers.
Hence, hypothesis H5 is supported.
Perceived Effectiveness of Green Products: Results also indicate that all clusters
significantly differ from each other in terms of their perception about the effectiveness of
green products (F 5 85.529; p < 0.01) (Table 6). Post hoc test using LSD method (Table 7)
920 further revealed that difference in perceived effectiveness of green products exists in
segments 1 and 2 (Mean Difference 5 0.48386), segments 1 and 3 (Mean Difference 5

0.48234), segments 1 and 4 (Mean Difference 5 0.16539), segments 2 and 3 (Mean
Difference 5
0.96620), segments 2 and 4 (Mean Difference 5
0.31847) and segments 3 and
4 (Mean Difference 5 0.64773). From the results, it may be inferred that since segment 3
registers highest mean score, the perceived effectiveness of green products is highest in the
consumers of segment 3 (dynamic green), the segment of truly green consumers. Hence,
hypothesis H6 is supported.

5. Discussion and conclusions

Literature indicates that the research on the profile of green consumers has been dismal and
the knowledge regarding the comprehensive attitudinal profile of green consumers is scanty.
Overall, the study contributes to green marketing literature by highlighting the importance of
consumer attitude towards green products in segmenting consumer market and identifying
the profile of green consumers. To measure consumer attitude towards green products, a
scale comprising 15 statements was developed. Results of the study lead to the conclusion
that “Consumer Attitude towards Green Product Scale” is a reliable scale to measure
consumer attitude towards green products. Five dimensions of consumer attitude towards
green products, namely, “perceived environmental benefits”, “willingness to use”, “trust in
green products”, “willingness to pay” and “perceived effectiveness of green products” were
explored using the scale. The findings of the study can be of vital importance to the
researchers, scholastic academicians and marketers in the field of green marketing.
Since there is a dearth of knowledge about the attitudinal profile of green consumers, the
study addressed the gap in the literature by identifying and validating the segments of green
consumers on the basis of consumer attitude towards green products. The results classified
the respondents into four distinctive segments, namely “core brown”, “altruistic green”,
“dynamic green” and “price conservative green”. The four segments portray distinctive
attitudinal characteristics. Similar consumer segments were identified in previous studies
also (Mostafa, 2009; Stern, 2000). The results support the preconceived premise pointed by
Shaw and Clarke (1998) that variation in environmental concerns and attitudes exist amongst
different groups of consumers, though environmental issues are uniform worldwide.
Further, an attempt was made to decipher the attitudinal profile of each consumer
segment. The “dynamic green” segment represented truly green consumers. Consumers of
this segment clearly exhibited an overall positive attitude towards green products and
showed their interest in using the same. Consumers of this segment expressed a highly
positive attitude towards all dimensions of consumer attitude compared to the other three
segments. This segment may act as an opinion leader for the other three segments. This
segment considerably ascribes the responsibility to put in efforts to ameliorate environmental
issues. These consumers view green products as an extension of commitment towards the
environment and thus express their willingness to use the same. “Altruistic green” segment
included the consumers who were willing to use green products, but interestingly, they did
not believe in the environmentally friendly claims of the products. The segment “price
conservative green” represented the consumers who were willing to use green products;
however, they were not ready to pay a premium price for the same. Finally, the “core brown”
segment represented non-green consumers. Consumers of this segment exhibited a highly Consumer
negative attitude towards green products. Neither they expressed willingness to use nor attitude
believed the proclaimed benefits of green products. The results supported the revelations of
previous studies, which indicated the existence of green consumer segments and attempted to
towards green
differentiate the segment of green consumers from non-green ones (Niedermeier et al., 2021; products
McEachern and McClean, 2002; Goswami, 2008; do Paco et al., 2009; Mostafa, 2009).
Results of discriminant analysis validated the results of segmentation analysis and
supported the classification of respondents into four segments. Results also explained the 921
relative importance of dimensions of consumer attitude in terms of their discriminatory
power to differentiate between consumer segments. “Willingness to pay” turned out to be the
most important variable in discriminating between the four segments. It is followed by
“willingness to use”, “perceived effectiveness of green products”, “trust in green products”
and “perceived benefits for the environment”. This could mean that consideration of green
products’ price overrides other aspects, particularly when it comes to preferring green
products over their conventional counterparts. The study supports the findings of Bhate
(2001) and Dangi et al. (2020), which suggested that the price of eco-friendly products is the
major concern for consumers. Lockie et al. (2002) also established that food price is considered
the most important variable in determining willingness to consume organic food. A recent
study conducted by Lago et al. (2020) on young consumers of environmentally sustainable
food also asserted that price is one of the most important product attributes valued by
consumers.
The study also provides all possible explanations regarding differences in the attitude
between green and non-green consumers. The results of hypothesis testing demonstrated a
clear effect while differentiating “dynamic green”, the segment of green consumers from other
segments based on five attitudinal dimensions. The results substantiated that “perceived
environmental benefits”, “willingness to use”, “trust in green products”, “willingness to pay”
and “perceived effectiveness of green products” can significantly distinguish groups of green
consumers from the other consumer groups. The findings of the study corroborate the
findings of previous studies, which advocated that factors such as perceived environmental
benefits (Lago et al., 2020; Dangi et al., 2020), intentions to use (Matharu et al., 2020; Zhang and
Dong, 2020; Chaudhary and Bisai, 2018; Mohd Suki and Mohd Suki, 2015), green trust (Dhir
et al., 2021; Niedermeier et al., 2021; Dangi et al., 2020; Ricci et al., 2018), price of green products
(Niedermeier et al., 2021; Chaudhari and Bisai, 2018) and perceived quality of green products
(Lago et al., 2020; Troudi and Bouyoucef, 2020) encourage pro-environmental consumers to
purchase green products. Hence, it is suggested that the organizations must carefully
evaluate the prospects of identified consumer segments in terms of designing positioning
strategies and the probable success of marketing green products.

6. Managerial implications
The study makes several implications for policymakers and managers. Firstly, the study
provides an insight into various dimensions of consumer attitude towards green products.
This knowledge is of high value for the marketers. It shall enable them to design marketing
strategies and promotional messages focused on developing consumers’ positive attitude
towards green products.
The second major contribution of the study is the segmentation of consumers into four
clusters. Marketers may develop specific marketing strategies to target different consumer
profiles. “Dynamic Green”, the largest cluster, presents green consumers who exhibit a highly
positive attitude towards green products. These consumers showed their trust in the claims
of green products, seemed to be satisfied with the performance of green products and were
even willing to pay more for the same. Marketers may target this profile by offering them the
MEQ products of high quality and premium price. Manufacturers of green products are also
32,5 advised to differentiate their products on environmental platforms. Doing so may strengthen
the trust of the consumers in green products. However, Pedersen and Neergaard (2006)
warned that the green segment might not be as simple as it appears to be. While some
consumers of green segments may exhibit consistent attitude and behaviour towards green
products, the same may not be reflected in the daily purchase of others (Goswami, 2008).
Hence, the study recommends cautious marketing strategies focused on customer retention
922 and satisfaction for “dynamic green” segment.
Consumers of the “altruistic green” segment expressed their willingness to use green
products despite having doubts about green products’ performance. The segment offers
potential consumers of green products. It was noticed that green products of meagre quality
instilled in them serious doubts regarding their performance. Marketers may target this
segment by offering products of superior quality. In addition to this, the promotional
messages must be designed to inform them of the same. Accessibility to appropriate
information and environmental certifications may be used by the marketers to enhance their
trust in the green products. Additionally, the consumers of “price conservative green”
segment expressed their willingness to use green products, but they were not ready to pay
more. The consumers of this segment are potential consumers of green products and hence
may be targeted by offering the green products that suit their preferences and price range.
The consumer profiles identified by this study may be useful for marketers who want to
craft messages that better suit the customers who wish to use green products. Such
knowledge may also help marketers who want to expand their potential clientele by targeting
those who are unwilling to use green products. For this, marketers may appeal to consumers’
rationality by educating them regarding the benefits of green products. By doing so,
marketers may also contribute to fulfilling the social responsibility of business while
promoting green products. The study corroborates with Mostafa (2007) and Minton and Rose
(1997) who suggested educating the consumers regarding the purchase of environmentally
friendly products. Hence, the study suggests that the knowledge of green consumers’ diverse
attitudinal profile may be used to design “evidence-based strategies” adapted to each profile
than the general “one-size-fits-all” strategies that disregard consumer differences.

7. Implications for management of environmental awareness, protection and

pro-environmental behaviours
The present study’s results offer useful insights for the management of environmental
awareness and encouraging pro-environmental behaviours among consumers. In the wake of
rising environmental issues, the study presents far-reaching implications of adopting green
sustainable products to preserve ecological balance. The adoption of green products may
result in satisfaction of consumers’ need while minimizing their negative impacts on the
environment. Consumer being key to trigger sustainable production play a vital role in
addressing sustainability issues. Hence, the study recommends that marketers carefully
design their promotional strategies to raise consumers’ awareness regarding environmental
issues and the role of consuming green products in addressing the same.
Attitude is considered a prominent factor that leads to consumers’ pro-environmental
behaviour (Dhir et al., 2021). Results of the study explored different dimensions of consumer
attitude towards green products and revealed that consumers hold a positive perception
regarding environmental benefits of green products, have trust in them and are willing to use
the same. However, they appear to be dubious regarding the performance of green products.
This knowledge shall help the policymakers design their marketing strategies to educate
consumers regarding environmental benefits and functional attributes of green products,
thereby inculcating pro-environmental behaviour.
 Further, the study identified four segments of the consumers based on their attitude Consumer
towards green products. Attitudinal profiles of the segments have also been examined to gain attitude
more in-depth insight. Marketers may develop specific marketing strategies to target
different consumer profiles. Of the four segments, “dynamic green” represents the segment of
towards green
green consumers. Consumers of this segment expressed an overall positive attitude towards products
green products and are more likely to be involved in pro-environmental behaviours.
In addition to this, two other consumer segments, namely, “altruistic green” and “price
conservative green” clearly expressed their willingness to use green products. However, 923
consumers of “altruistic green” did not believe in the green products’ environmental benefits,
whereas consumers of “price conservative green” were not willing to pay more price for green
products. These segments are also relevant because these segments include the potential
green consumers whose attitude and behaviour towards green products can be turned
positive by using appropriate positioning strategies. Hence, the study strongly recommends
adoption of pro-environmental behaviours by using green products to help maintain the
ecological balance of society. The study also suggests that policymakers and marketers
design marketing strategies and promotional messages, focusing on developing consumers’
positive attitude towards green products.

8. Limitations and directions for future research

Despite the significant findings, there are some limitations to the study. Since the study is
based on a small sample from India, a developing country, the results of the study may not
hold for other states of India, highly developed countries and underdeveloped countries.
Moreover, the demographics of the sample may vary, if taken from other countries. Hence, the
results cannot be generalized for all countries. Finally, the study may suffer from
respondents’ biases in responding to the questions being asked. Similar studies may be
conducted in other countries to investigate consumer attitude towards green products in the
future. Furthermore, cross-cultural studies can be undertaken to contrast consumer attitude
towards green products. Additionally, the present study measured consumer attitude
towards green products and identified the green consumer’s attitudinal profile. The study
may also be extended to probe the connection between consumers’ attitude and actual
behaviour towards green products.

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Corresponding author
Pooja Mehta can be contacted at: pooja24k@gmail.com

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