CONTENTS

CHAPTER TITLE PAGE NUMBER

1-7
1 INTRODUCTION

8-12
2 REVIEW OF LITERATURE

13-23
3 THEORETICAL FRAMEWORK

23-45
4 DATA ANALYSIS AND
INTERPRETATION
46-50
5 FINDINGS AND
SUGGESTIONS

APPENDIX

BIBLIOGRAPHY

5
 LIST OF TABLES

Table number Table name Page number

26
4.1 Age of respondents

27
4.2 Gender of respondents

28
4.3 Profession of respondents

29
4.4 Awareness of green products
among respondents
30
4.5 Respondents purchase of green
products
31
4.6 Satisfactory level of respondents
about the quality of green
product
32
4.7 Restriction of choosing green
products
33
4.8 Source of getting information
about green products
34
4.9 Recommendation of green
products to others
35
4.10 Factors attracting consumers to
buy green product
6
 36
4.11 Respondents ready to pay extra
amount for green products
37
4.12 Governments involvement in
promoting green products
38
4.13 Respondents ready to purchase
Eco-friendly products more
than the normal products
39
4.14 Source of purchase of green
products
40
4.15 Level of Knowledge about the
green features in the green
products
41
4.16 Companies attitude towards
promoting Green products
in India

42
4.17 Role of media in increasing
awareness about green products
43
4.18 Most preferred category of
green products
44
4.19 Eco friendliness of green
products
4.20 Impact of green products in 45
reducing environmental
pollution

7
 LIST OF FIGURES

Figure number Figure name Page number

26
4.1 Age of respondents

27
4.2 Gender of
respondents
28
4.3 Profession of
respondents
29
4.4 Awareness’ of
green products
among respondents
30
4.5 Respondents
purchase of green
products
31
4.6 Satisfactory level of
respondents about
the quality of green
product
32
4.7 Restriction of
choosing green
products
33
4.8 Source of getting
information about
green products
Recommendation 34
4.9 of green products
to others
8
 35
4.10 Factors attracting
consumers to buy
green product
36
4.11 Respondents ready
to pay extra
amount for green
Products
37
4.12 Governments
involvement in
promoting green
products
38
4.13 Respondents ready
to purchase Eco-
friendly products
more than the
normal products
39
4.14 Source of purchase
of green products
40
4.15 Level of Knowledge
about the green
features in the
green products
41
4.16 Companies attitude
towards promoting
Green products in
India
42
4.17 Role of media in
increasing
awareness about
green products
9
 43
4.18 Most preferred
category of green
products
44
4.19 Eco friendliness of
green products
45
4.20 Impact of green
products in
reducing
environmental
Pollution

10
 CHAPTER 1
INTRODUCTION

1
INTRODUCTION
Indian literate and urban consumers are getting more aware about the
merits of the Green products. But still, it is a new concept for the
masses. The consumer needs to be educated and made aware of the
environmental threats. The new green movements need to reach the
masses and that will take a lot of time and effort. By India’s Ayurveda
heritage, Indian consumers do appreciate the importance of using
natural and herbal beauty products. Indian consumers are exposed to
healthy living lifestyles such as yoga and natural food consumption. In
those aspects the consumer is already aware and will be inclined to
accept the green products. India is already one of the largest economies
in the world, and will continue its rapid urbanization and economic
development over the next few decades. This is a cause for celebration,
but one tempered by the recognition of challenges this growth presents
rising consumption and demand for energy, increasing greenhouse
emissions, and constraints on critical natural resources such as land,
water and oil. Like all other countries, India needs to find a way to
ensure energy and environment sustainability without compromising
its economic and social development.
Despite India’s strong policy framework and some
successes, environmental degradation has not been arrested on a large
scale. While the Globalization process continues at full speed across
the world, this process has also brought some problems with it. These
aforementioned environmental problems have started to come to the
agenda more and more in recent years and people have started to worry
about the future of the world and as a result of this they mostly prefer
environmentally friendly products. In return to these attitudes of the
consumers, companies have started from their marketing strategies so
as to appeal to increasing awareness of this environment-friendliness.
These marketing strategies, named as green marketing have caused
companies to adopt green policies in their pricing, promotion, product
features and distribution activities.

2
Taking into consideration that companies are socio-economic entities,
it can’t be expected that they remain unresponsive to the Environmental
Awareness “that may direct consumer behaviours. Particularly
marketing managers encounter with consumers sensitive to
environmental issues. The old perception on how businesses are
establishments with no other objectives but to profit leaves its place
rapidly to a new perception which defines companies as establishments
that are sensible to social problems. Apart from producing
environmentally friendly products and selecting environment – friendly
markets.
Over the past few years, the demand for green products in Indian has
been growing significantly due to the increased interest in the
environment. Today, Consumers are increasingly “thinking green” and
are willing to pay more for environmentally friendly products.
Consumers buying behaviours are continuously changing as a result of
the availability of best alternatives. Products are chosen for numerous
reasons. Overall, the buying process is extremely fast-paced today.
Hence, the present study is conducted to explore the extent of the
impact of consumers’ buying behaviour towards the marketing of green
products in Malappuram district. Due to the increased importance of
green marketing, firms continue to launch various kinds of green
packaging programs through the introduction of recyclable and
reusable packages. Green marketing is considered as one of the major
trends in modern businesses. Today, environmental or green marketing
is a strategic marketing approach of business organisations. Consumers
are therefore, becoming more sensitive in their environmental attitudes,
preferences, and purchases. The desire of consumers to purchase eco-
friendly products and services are increasing. Customers are more
aware about environmental issues and consequently choose products
that do not damage the environment over less environmentally friendly
products, even if they cost more. Business firms today are faced with
consumers who are environmentally conscious when making a
purchase. Eco-friendly products are sometimes more expensive to
purchase than other alternative products. Green consumers have been
shown to be willing to pay a higher price for environmentally friendly

3
products, which is a best opportunity for companies as well as
government looking to make eco-friendly policy changes. Thus, the
increasing number of consumers who choose and are willing to buy
environmentally friendly products are creating opportunity for
businesses that are using eco-friendly or “environmentally friendly “as
a component of their value proposition. Businesses that offer products
which are manufactured and designed with an environmental
marketing mix have a long-term competitive advantage. A better
understanding of consumers’ buying behaviour will increase the
market opportunities. Behaviour has a strong impact on consumer
purchases. Behaviour is the main factor in the consumer purchasing
process and also influences the perception of a consumer.
Understanding of consumer behaviour enables businesses to attract
new consumers and adapt their products or services according to their
needs and wants. There are various factors that affect the purchase
decision process of consumers. It has become very essential to know
the factors that create the desire of consumers to purchase a product.
Hence, the present study contributes to the field by investigating and
exploring the extent of the impact of consumers buying behaviour
towards the marketing of green products.
IMPORTANCE OF THE STUDY: -

Green marketing has become an important strategy in business since

the international rise of environmental awareness among countries.
With greater awareness rising among the public, especially with
reference to the global warming and climate change phenomenon,
people have become cautions with regards to their purchases,
specifically towards the nature of purchased products. As
environmental awareness is able to serve a clear purpose for green
consumerism, consumer behaviours are able to show the potential of
green consumerism. This would underline the consumer buying
behaviour for green products.

4
OBJECTIVES
✓ To study the nature and states of green products in STUDY: -.
✓ To study the factors that influences the consumers‟ buying
decision towards green products.
✓ To access the expectation of the consumers‟ from the green
products producers/manufactures.
✓ To measure the level of the consumers satisfaction towards green
products in study area.
✓ To offer various suitable suggestion to increase the usage of green
products.

LIMITATIONS OF THE STUDY

1. The sample size has been small which may not reflect the broader
picture.
2. The biases of the respondents may affect the result of the study,
so for as primary data is concerned. Because of the biases of the
respondents the result of the study may not be the same for all
places.
3. The survey has been conducted in STUDY: - MAHARANA
PRATAP GOVERNMMENT DEGREE COLLEGE only. It
may not reflect the public image in large.

SCOPE OF THE STUDY

The study is conducted in MAHARANA PRATAP
GIVERNMENT DEGREE COLLEGE. Total sample of size is 50
consumers of 18 to 65 age category are selected for the study.
1. This study gives an overview of consumer perception towards
green products.
2. This study provides a full idea about the factors which drive
people to buy green products
5
HYPOTHESIS OF STUDY
1. Consumers have a positive significant attitude towards green
products.
2. Consumers have a significant attitude to protect the environment.

STATEMENT OF THE PROBLEM

The study is titled as "CONSUMER BEHAVIOUR TOWARDS

GREEN PRODUCTS WITH REFERENCE TO HARDOI ". The
data has
been collected from 50 people of different wards. This paper
highlights the consumer's perception and preference towards green
products with the help of structured questionnaires. Increasing number
of consumers prefer willing to buy green products nowadays because
they give consideration to environment protection.

SIGNIFICANCE OF THE STUDY

Recently, concerns have been expressed by manufacturers and

customers about the environmental impact of products. Consumers and
manufacturers have directed their attention toward environment
friendly products that are presumed to be "green" or environment
friendly like low power consuming (energy-efficient) electrical
appliances, organic foods, lead free paints, recyclable paper, and
phosphate free detergents. Indian marketers also realize the importance
of the green marketing concepts. Although a variety of research on
green marketing has been conducted across the globe little academic
research on consumer perception and preferences has been carried out
in India. This research provides a brief review of environment issues
and identifies the green values of the consumers, their level of
awareness about environmental issues, green products and practices.
This study is also intended to know about the consumers perception
towards green products.

6
RESEARCH METHODOLOGY
• Universe of study
The study is undertaken at MAHARANA PRATAP
GOVERNMENT DEGREE COLLEGE HARDOI district.
Convenience sampling method was used to select 50 respondents
living in the panchayat and who make purchase for the products.
• Sampling procedure

Convenience sampling techniques is used to select samples

▪ Sampling method
Sampling method adapted is convenience
sampling. samples are selected conveniently from
different category of people, more realistic, different
age group, profession, income etc.
▪ Sampling size
Sample size is of 50 people in the college

• Source of data
▪ Primary data
Data which are collected for the first time and
thus happen to be original in character. In this study,
questionnaire was used as primary data.

▪ Secondary data
Secondary data are those which are already
processed through this statistical process. Secondary
data was from books, websites etc.

TOOLS OF STUDY
Different statistical tools like books, websites etc are used to
analyse the study.

PERIOD OF STUDY
The period of study is from January 2021-March 2021

7
 CHAPTER 2
REVIEW OF LITERATURE

8
REVIEW OF LITERATURE

R.Mahesh & P.Gomathi (2016) directed "A study on Consumers

Buying Behaviour of Green Products with unique reference to chosen
towns in Ernakulam District". The analyst has scrutinized the
environmental awareness and components impacting the consumers'
purchasing behaviour of Green products in HARDOI area. The
experimental research was done among 50 respondents who had
obtained green products. The outcomes revealed that the products
initially developed with normal fixings and products which don't hurt
and pollute the environment are the main considerations impacting the
consumers to buy the green products. Subsequently, the study
presumed that the consumers' dimension of awareness about green
products is high. The marketers additionally have a duty to influence
the consumer to comprehend the requirement for the advantages of
green products when contrasted with non-green products.
Kumar (2015) attempted to know how one could make awareness
among consumers about green marketing and to test consumer frame
of mind towards eco-friendly/green products. The study focused on that
marketers need to stress on green marketing as consumers are prepared
to pay an exceptional cost for green products. The real mishap to green
products in India is absence of instruction and deficient research work
in the field of eco-accommodating products.
Sheikh, Mirza (2014) examined the consumer behaviour towards
green products and how they will settle on their green buy choice. The
information was gathered from 200 respondents through poll and
theories were tried utilizing Pearson connection. It was discovered that
brand and sex distinction have a frail association with consumer green
behaviour while value, quality and green marketing have an
unequivocally positive one.
C.Dilip Kumar and S.M.Yamuna, (2014) the study entitled on "A
study on consumers inclination towards green marketing products", has
9
analysed the consumer awareness, fulfilment of green products and
inspected the variables impacting consumer's green acquiring
expectation towards eco-friendly products. The analysis was confined
to an organized poll and 100 respondents in Coimbatore city utilizing
helpful testing strategies and it found that the plan, value, quality,
amount, strength, unpolluted environment, and accessibility are the
parts of eco-friendly products which will have an effect on the decision
and inclination of clients. At last, the analysts reasoned that consumers
need to utilize green products later on which are normally
biodegradable/recyclable for a safe environment.
Cherian and Jacob (2012) examined consumers; frame of mind
towards environment-friendly products. They displayed a theoretical
structure of green marketing and different ways by which diverse
consumer credits are identified with the idea of green marketing. It was
inferred that there is a requirement for green marketing and for change
in consumer behaviour and frame of mind towards an environmentally
clean way of life. The specialists prescribe investigating the elements
that urge consumers to participate with green marketing, that is,
through the use of green products. For companies to survive in this
market, they need to go green in all aspect of their business. Consumers
want to identify themselves with companies that are green compliant
and are willing to pay a premium for a greener life style. As such, green
marketing is not just an environmental protection tool but also, a
marketing strategy.
Karyekar (2012), 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.
Sourabh Bhattacharya (2011) Study states that the green marketers in
India should carry out heavy promotional campaigns, because majority

10
of the Indian consumers are price-sensitive and are not sure about the
quality of green products.
The study by B. S. Bodla (2011) observed 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‖.
Dileep Kumar (2010) analysed 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
behaviour.
Vijay Jain et al (2010) summarized the three C ‘s process for green
marketing implementation as Consumer Value Positioning, Calibration
of Consumer Knowledge and Credibility of product.
Artee Aggrawal et al (2010) outlined that Eco-responsible (Green)
organizations have a tough task to optimise their product offering mix
in such a way so that they can not only attract customer towards them
but also can have their products price competitive.
Ramakishen et al (2010) understood that the factors for going green as
Goodwill, Differentiation, Competition, Pressure Groups, Government
Pressure, Customer Demand, New Market Entry.
Biji P Thomas & H Nanje Gowda (2010) 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.
The study by Murugesan (2008) underlined that firms may use green
marketing as an attempt to address cost or profit related issues.
Disposing of environmentally harmful by-products, such as
polychlorinated biphenyl contaminated oil are becoming increasingly

11
costly and the firms that can reduce harmful wastes may incur
substantial cost savings.
According to Roger Karin et al (2007), Green Marketing takes many
forms. It comes from product development opportunities that emanate
both from consumer research and its ―Pollu on Preven on Pays
program. This program solicits employee suggestions on how to reduce
pollution and recycle materials.

Charles W Lamb et al (2004) explained that ―Green Marke ng‖ has

also become an important way for companies to build awareness and
loyalty by promoting a popular issue. By positioning their brands as
ecologically sound, marketers can convey concern for the environment
and society as a whole.

Goswami( 2013)This paper is an attempt to understand awareness of

consumers' towards green marketing and green branding along with
exploring the concept of green marketing. Green marketing is a tool for
protecting the environment for the future generation it has a positive
impact on environmental safety. Because of the growing concern of
environmental protection, there is an emergence of a new market which
is the green market. For companies to survive in this market, they need
to go green in all aspect of their business. Consumers want to identify
themselves with companies that are green compliant and are willing to
pay a premium for a greener life style. As such, green marketing is not
just an environmental protection tool but also, a marketing strategy.

12
 CHAPTER 3
THEORETICAL FRAMEWORK

13
GREEN PRODUCTS
A product is called green when its life-cycle environmental impacts are
lower than those of the benchmark. ... This way bio-based materials
(such as clothes made from natural fibres), products with recycled
content, and hybrid cars are labelled green products even without
genuine analysis. A green product is a sustainable product designed to
minimize its environmental impacts during its whole life-cycle and
even after it’s of no use.

Green products are usually identified by having two basic goals –

reducing waste and maximizing resource efficiency. They are
manufactured using toxic-free ingredients and environmentally-
friendly procedures and are certified by recognized organizations like
Energy star, Forest Stewardship Council, etc.

BENEFITS OF USING GREEN PRODUCTS

1. It can help you save money

While at face value, the products that are considered “eco-

friendly” may be more expensive in comparison to the name
brand products we are used to, they can actually be money-saving
in the long run. This is because they typically last longer since
they are made from recycled materials that tend to be more
durable and better quality.

2. They provide you with a healthier lifestyle.

Not only are these products healthier for the environment,

but they can also be healthier for you! A lot of products contain
harmful chemicals that put us at the risk of developing illnesses
and diseases. Eco-friendly products eliminate all of these risks by
using natural products and avoiding additives we are unaware of.

14
 3. Eco-friendly products use biodegradable packaging.

Plastics are the go-to item used in most packaging, which

are extremely damaging to the environment. Eco-friendly
manufacturers make products using packaging from recycled
materials that can easily decompose… and fun fact, some of these
manufacturers embed seeds in the wrappers so that they will end
up growing a plant if they are taken to the landfill.

4. Using these products will not conflict with any personal

morals.

Not only are these products healthy for the environment in

terms of being biodegradable, they also do not test their products
on animals or use any animal by products in production. All of
the negative aspects that often come with poor manufacturing of
larger corporations is completely eliminated.

ADVANTAGES OF GOING GREEN

1) To the Customers

a) Cost-effective products:

Green products last longer than conventional products.

Moreover, these products consume less energy and other
resources thus reducing the bills of the users. For example, Solar
speakers can last for 10 hours just by charging with solar energy.

b) Low maintenance:

If operated responsibly and maintained properly, the green

products result in low maintenance costs. Take green buildings,
for example. They market themselves not only for being
environmentally friendly but also for less operational costs.

15
 c) Improves health:

Since eco-friendly products are made from materials that are

free from harmful chemicals and components, they not only
improve physical but also mental health. In green buildings, large
windows are installed which allows healthy and fresh air along
with natural lighting in abundance. It improves mental health and
reduces stress.

2) To the Society

a) Generate More Jobs:

According to a study by IRENA (International Renewable
Energy Agency), the renewable energy industry has created
almost 5 lakh new jobs opportunity. It is predicted that if the
demands of green products continue to grow, the number will rise
to 16 million by 2030. Thus, with the development of green
products not only the environmental but also the economic
conditions are improving.

b) Prevents overuse of resources:

Green products reduce the threat of overuse of resources and
fossil fuels and encourages the generation of energy using natural
resources.

c) Protects the environment

Green products are made from organic and biodegradable
materials and are designed to use least non-renewable resources
and toxic chemicals to produce energy. This reduces the
generation of greenhouse gases like CFCs, Ozone, methane etc.
and hence prevents pollution and deterioration of climatic.

16
3) To the Brands

a) Access to New Markets:

Developing green products opens the doors to an all-new
market of green consumers who buy only green products and
even pay more for the same.

b) Competitive Advantage:
It’s a proven fact that going green is a big competitive
advantage in the market right now.

c) Positive Public Image:

When a brand does something for the society and the
environment, its brand image automatically enhances.

d) Brand Loyalty:
Green companies automatically gain a set of loyal green
customers who prefer green products over conventional non-
environmentally friendly products.

CHALLENGES OF GREEN PRODUCTS

1) Costly Products:
Green products require innovation and a lots of investment.
This increases the cost of developing the products, which results
in making them a bit costly than the available alternatives in the
market. The cost factor usually discourages the consumers in
buying them.

2) Ignorance:
The common masses are still ignorant about the importance
and benefits of going green.

3) Investment:
Green products require the development of new technologies.
This requires a large investment in research and development
(R&D). Not every company or start-ups can afford to spend this
amount.
17
CONSUMER

Definition

“Consumer behaviour is defined as the behaviour that consumer

display in searching for purchasing using evaluation and disposing of
products and services that they expect will satisfy their needs”

Meaning
A consumer is a person or a group who intends to order or uses
purchased goods, products, or services primarily for personal, social,
family, household and similar needs, not directly related to
entrepreneurial or business activities.

CONSUMER PERCEPTION

Consumer perception is defined as a process by which consumers sense

a marketing stimulus, and organize, interpret, and provide meaning to
it. The marketing stimuli may be anything related to the product and/or
brand, and any of the elements of the marketing mix.

GREEN CONSUMERS AND GREEN PRODUCT

A product is called green when its life-cycle environmental impacts are

lower than those of the benchmark.... This way bio-based materials
(such as clothes made from natural fibres), products with recycled
content, and hybrid cars are labelled green products even without
genuine analysis. A green product is a sustainable product designed to
minimize its environmental impacts during its whole life-cycle and
even after it is of no use.
Green consumption is closely related to the notions of sustainable
development or sustainable consumer behavior. It is a form
of consumption that is compatible with the safeguard of

18
the environment for the present and for the next generations. It is a
concept which ascribes to consumers responsibility or co-responsibility
for addressing environmental problems through the adoption
of environmentally friendly behaviours, such as the use of organic
products, clean and renewable energy and the research of goods
produced by companies with zero, or almost zero, impact (zero
waste, zero-emissions vehicle, zero-energy building, etc.)
In general, green product is known as an ecological product or
environmentally friendly product. Green product defined as the product
that will not pollute the earth or deplore natural resources and can be
recycled or conserved. It is the product that has more environmentally
sound content or packaging in reducing the environmental impact. In
other words, green product refers to the product that incorporates the
strategies in recycling or with recycled content, reduced packaging or
using fewer toxic materials to reduce the impact on natural
environment. In research found that consumers were becoming more
concerned about their everyday habits and the impact on the
environment. The outcome of this is that some of the consumers
translated their environmental concern into actively purchasing green
products commitment.

Consumers who are aware of the interested in environmental, these

green consumers usually organised petitions, boycotted manufacturers
and retailers and actively promote the preservation of the planet
reported that consumers accepted green products when their primary
need for performance, quality, convenience and affordability were met,
and when they understood how a green product could help to solve
environmental problems. The knowledge gap on the uses and values of
green products prevents consumers in committing themselves to any
purchase decisions.

19
FACTORS ATTRACTING CONSUMERS TO BUY GREEN
PRODUCTS

Factors that may influence consumer ' willingness to pay more for
environmentally friendly products have been identified. These factors
can be classified into seven categories:

1) Consumer's Environmental Knowledge

2) Consumer's Value

3) Consumer's Attitude

4) Consumer's Behaviour

5) Consumer’s Age

6) Consumer's Education

7) Consumer's Income Level

20
1. CONSUMER'S ENVIRONMENTAL KNOWLEDGE
Consumer knowledge or " Eco literacy " is considered a
significant construct that affects how consumer gather and
organize information. How much information is used in decision
making and how consumer evaluate products and services. It’s is
therefore expected that people who preserve more knowledge
about environmental effects are more likely to buy
environmentally friendly products. However, the evidence is not
very straight forward. Studies conducted by Laroche et al (2001)
found that Eco literacy was not a good predictor of Consumer's
willingness to spend more on green products. Customers claimed
they wanted to buy ecologically compatible products, but British
supermarkets were overstocked with products that the same
Consumer's later explained were too expensive.

2. CONSUMER'S VALUE
Value have been considered as the criterions that use to
select and justify the individual action, to value object and the
other's conducts. Environmental value plays a major role in pro-
environmental behaviour. Value affect people's beliefs, which
then have influences on personal norms that lead to consumer '
pro-environmental behaviours. According to Hofstede (2001),
individualism and collectivism concentrates on the degree to
which people act as a group or as individuals, and long-term
orientation to which people delay gratification of material, social
and emotional needs. Collectivist people tend to be friendlier to
the environment, while individualistic people tend to be more
unfriendly.

3. CONSUMER’S ATTITUDE
Environmental attitude has been the most investigated
factor to predict Green purchase in the past research. Based on
the idea that attitude predict actual behaviour. Several studies
found that environmental concerns positively correlate with the
21
 green purchase behaviour (kim and choi, 2005 and laroche et at
2001) where people with strong environmental concerns are
likely to behave environmentally responsible compared to those
with less environmental concerns. Some research found attitude
do not directly determine behaviour but they influence the
intention to act which shapes actual behaviour. Targeting a
category of the eco- concerned consumers is thus much harder
than the marketers expected findings are still inconclusive in
regards to the impacts of attitude on behaviour.

4. CONSUMER'S BEHAVIOR
A person's behaviour will determine the aspect of their
environmental to which they are exposed. And behaviour is, in
turn modified by the environment. Therefore, much consumer
and market research are based on the assumption that knowledge
of the consumer attitude will help to predict the consumer
behaviour. The increase in the environmental consciousness has
had a profound effect on the consumer behaviour with the green
products market expanding at a remarkable rate. However, lack
el et 2001 and Koll muss and Agyeman (2002) argue that the
behaviour recycling and buying environmentally friendly
products" Were not good predictors of the consumers.
Willingness to pay for green products. Marketers must exercise
caution when attempting to extend environmental initiative from
one ecologically conscious behaviour to another. For example,
consumers who are recycling public may not be the same
consumers who would pay for more for low phosphate detergent.

5. CONSUMER’S AGE
In general, the socially responsible consumers'
demographic profile is young or pre-middle age. Findings of
several early studies supported the general belief that the green
consumer is younger than average. However the findings have
been somewhat equivocal when some researchers have found
22
 non-significant relationships between age with environmental
sensitivity (Laroche et al,2001; Schlegelmilch, Bohlen and
Diamantopoulos,1996) while others identify the environmentally
conscious consumer as being older than average, Researchers
believe that consumers may be more 'mature' in terms of age ,
familial status and market experience will willing to purchase pro
environmental products, because there was a slight increase in
environmental behaviours with increased age.

6. CONSUMER’S EDUCATION
Studies show higher educated understand the issues
involved and are more concerned about environmental quality
and more motivated to participate in environmentally responsible
behaviours. On the other hand, it could be considered as the
longer the education, the more extensive is the knowledge about
environmental issues.

7. CONSUMERS INCOME LEVEL

A study conducted by Bui (2005) stated that consumers with
medium or high incomes would be more likely to act in an
ecologically compatible manner due to their higher levels of
education and therefore to their increased sensitivity to social
problems. They also the group of customers that afford to pay
more on the pro-environmental products. However, Larroche et
al. (2001) researcher have proved neither the level of education,
nor the household income or the work status of the respondent did
influence the consumers' willingness to pay more for ecologically
safe products in a statistically significant way. This brought the
researchers to conclude that both income and education are not
good predictors of environmental concern or purchase behaviour.

23
 CHAPTER 4
DATA ANALYSIS &
INTREPRETATION

24
DATA ANALYSIS AND INTREPRETATION
Analysis of data is a process of inspecting, cleaning, transforming,
and modelling data with the goal of discovering useful information,
suggesting conclusion, and supporting decision making. Data analysis
has multiple facets and approaches, encompassing diverse techniques
under a variety of names, in different business, science and social
science domains. For the purpose of direct interview conducted with
the help of structured instruments i.e. questionnaires. some useful
information was obtained through interaction with the respondents.
The survey has been done to obtain primary data. Organisational
factors, work environmental factors, personal factors are considered
to measure the job satisfaction and data analysis conducted through
questionnaire. Out of total strength the sample taken amongst workers
i.e..,50 respondents.

25
1. Age of respondents
Table 4.1: table showing age of respondents
No. of respondents Percentage
Below 30 45 90
30-50 2 4
Above 50 3 6

AGE OF RESPONDENTS

4%
6%

90%

below 30 30-50 above 50

Source: Primary data

[Fig: pie diagram showing age category of the respondents]

Interpretation
From the table given above we can clearly state that most of the
respondents are between the age categories of below 30, they belong
to 90% of the respondents,4%are between the age group 30-50 and
6% of respondents are of the age above 50 which consist of senior
citizens too.

26
2. Gender of respondents
Table 4:2 showing gender of the respondents
No of respondents Percentage
Male 19 38
Female 31 62

Gender respondents
70

60
percentage of respondents

50

40

30

20

10

male female

Source: primary data

[Fig: bar chart showing gender of the respondents]

Interpretation
The table shows that, from the 50 respondents females are dominated
by 62% and males are only 38%.

27
3. Profession of respondents
Table 4.3 showing profession of the respondents
No of respondents Percentage
student 24 48
worker 22 44
others 4 8

Profession

8%

48%

44%

student worker others

Source: primary data

[Fig; pie chart showing profession of respondents]
Interpretation
Above table shows the profession of the respondents.48% of response
came from students and 44% from working persons and left 8% from
others.

28
4. Awareness of green products among respondents.
Table 4.4 showing awareness of respondents about green products
No of respondents Percentage
Very much 15 30
Slightly 34 68
nothing 1 2

Awareness about green products

2%
30%

68%

very much slightly nothing

Source: primary data

[Fig: pie chart showing awareness of consumers about green
products]

Interpretation
Above diagram depicts that 30% of respondents are very much aware
about green products,68% of people are slightly aware about green
products, which is the dominating section and left 2% are not at all
aware about green products.

29
5. Respondents purchase of green products
Table 4.5 showing respondents purchase of green products
No of respondents Percentage
yes 35 70
No 10 20
No response 5 10

Purchasing behaviour
40
35
35

30
no of respondents

25

20

15
10
10
5
5

yes no no response

Source: primary data

[Fig: bar diagram showing purchasing behaviour of consumers]

Interpretation
Out of 50 respondents 35 of respondents used to buy green products
and 10 of them do not buy these products and 5 are of neutral in
nature.

30
6. Satisfactory level of respondents about the quality of green
product
Table 4.6 showing satisfactory level of respondents towards quality of
the product
No of respondents Percentage
Highly satisfied 14 28
Satisfied 33 66
Others 3 6

Quality of green products

35

30
no of respondence

25

20

15

10

0 highly satisfied satisfied others

Source: primary data

[Fig: bar graph showing satisfactory level towards quality of green
products]
Interpretation
28% of respondents are highly satisfied with the quality of
products,66% of respondents were moderately satisfied with the
quality and 6% are of other opinion.

31
7. Restriction of choosing green products
Table 4.7 showing respondents restrictions of choosing green
products
No of Percentage
respondents
Lack of awareness 10 20
Expensive 13 26
Unavailability 13 26
Lack of preference 10 20
Lack of assurance in usage 4 8

Restriction of choosing green products

30

25
percentage of respondents

26 26

20
20 20
15

10

8
5

0
factors for restrictions

lack of awarness expensive unavailability lack of preference lack of assurance in usage

Source: Primary data

[Fig:4.7. Bar graph showing respondents restrictions of choosing
product]
Interpretation
The table shows that 26% of respondents is of the opinion that the
most restriction is expensive and unavailability of products and 20%
of respondents is of the opinion that it is of lack of awareness and lack
of preference and rest thinks that it is of lack of assurance in usage.

32
8. Source of getting information about green products
Table 4.8 showing source of getting information about green products
Sl.no Sources Rank
1 TV 1
2 Newspaper 2
3 Social networking 3
4 Magazines 4
5 Friends 5
6 Radio 6
7 Sales executives 7
8 Others 8

source of information
12

10

TV Newspaper Social networking Magazines Friends Radio Sales executives Others

Source: Primary data

[Fig.4.8 Bar chart showing rankings of source of information about
green products]

Interpretation
The above diagram shows that TV got 1st rank,2nd rank goes to
newspaper,3rd rank goes to social networking and 4th through
magazines and 5th to friends and 6th goes to radios and 7th goes to sales
executives and 8th to others.

33
9. Recommendation of green products to others
Table 4.9 showing respondents recommendation of green products to
others
No of respondents Percentage
Yes 39 78
No 0 0
Maybe 11 22

Recommendation of green products to

others

22%

yes
no

78%

Source: Primary data

[Fig.4.9 pie chart showing recommendation of green products to
others]

Interpretation
78% of respondents says that they will recommend green products to
others and 22% of respondents are of the opinion that they might
recommend green products to others. Nobody said that they won’t
recommend green products to others.

34
10. Factors attracting consumers to buy green product
Table 4.10 showing factors attracting respondents to buy green
products
Factors No of respondents Percentage
Product features 12 24
Packaging 2 4
Quality 30 60
Others 6 12

70

60
60

50

40

30
24

20

12
10
4

product features packaging quality others

Source: primary data

[Fig.4.10 Bar graph showing factors attracting consumers to buy
green products]

Interpretation
60% of says that quality is the most attracting factor to buy the
product,24% supports for product features,12% supports for other
factors and only 2% consumer are concerned with packing.
11. Respondents ready to pay extra amount for green products
35
Table 4.11showing respondents willing to pay extra amount to buy
green products

No of respondents Percentage

Yes 5 34

No 17 10

May be 28 56

Respondents willing to pay extra amount for green

products

34

56

10

yes no maybe

Source: Primary data

[fig:4.11pie chart showing respondents willing to pay extra amount to
buy green products]
Interpretation
The above table shows that 34% of the respondents are ready to pay
the extra amount and 10% of them are not ready to pay the extra
amount and 56% of the respondents might be ready to pay the extra
amount.

36
12. Governments involvement in promoting green products
Table 4.12 showing the involvement of govt in promoting green
products

No of respondents Percentage

Yes 41 82

No 2 4

May be 7 14

4 14

82

yes no maybe

Source: Primary data

[Fig:4.12 showing government involvement in promoting green

products]

Interpretation

The above table shows that 82% of the respondents are in the opinion
that Govt should take initiative in promoting green products and 14%
of the respondents says that Govt should not involve in promoting
green products and the rest 4% of the respondents might be in the
opinion that govt should involve in promoting green products.

37
13. Respondents ready to purchase Eco-friendly products more
than the normal products
Table 4.13 showing the respondents behaviour of Purchasing the Eco-
friendly products more than the normal products

No of respondents Percentage

Yes 23 46

No 9 18

May be 18 36

PURCHASING BRHAVIOUR OF GREEN PRODUCTS

yes

no

maybe

Source: Primary data

[Fig 4.13 showing respondents preference between normal and green
products]

Interpretation
The above table shows that 46% of the respondents are ready to
purchase Eco friendly products more than the normal products and
18% of the respondents are not ready to purchase Eco friendly
products more than the normal products and the rest 36% of the
respondents might be ready to purchase Eco friendly products more
than the normal products.
38
14. Source of purchase of green products
Table 4.14 showing purchase nature of green products
No of respondents Percentage
Manufacturers 27 54
Retailers 16 32
Others 7 14

60
54

50
percentage of response

40

32
30

20
14

10

manufacturer retailer other

Source: Primary data

[Fig 4.14 bar graph showing purchase nature of green products]

Interpretation

The above table shows that 54% of the respondents preferred to have
the place to purchase Green products from manufacturers and the rest
of 32% of the respondents preferred to have the place to purchase
green products from Retailers and 14 % seems to purchase from
others.

39
15. Level of Knowledge about the green features in the green
products
showing the knowledge about the green features in the product

No of respondents Percentage
Yes 21 42
No 12 24
May be 17 34

Level of knowledge about green features in green products

25
percentage of respondents

20

15

10

yes no maybe

Source: Primary data

[Fig:4.15 shows the level of knowledge about green features in green
products]

Interpretation

The above table shows that 42%of the respondents are aware about
the knowledge of the green features in the products and 24% of the
respondents are not aware about the knowledge of the green features
in the products and the rest 34% of the respondents might be aware
about the knowledge of the green features in the products.

40
16. Companies attitude towards promoting Green products in
India

Table 4.16 showing the companies attitude towards promoting

Green products in India

No of respondents Percentage

Yes 10 54

No 13 26

May be 27 20

COMPANIES ATTITUDE TOWARDS PROMOTING GREEN

PRODUCTS
maybe
20%

yes
54%
no
26%

Source: Primary data

[Fig:4.17 pie chart showing companies attitude towards promoting
green products]

Interpretation

The above data shows that 54% of the companies are sincerely
promoting green products in India while 26% of the companies are
not sincere to it and the rest 20% of the companies might be sincere in
promoting Green products in India.
41
17. Role of media in increasing awareness about green products
Table 4.17 showing role of media in increasing awareness about green
products

No of respondents Percentage
Yes 30 60

No 15 30

No response 5 10

Role of media

10%

30%
60%

yes no no response

Source: primary data

[Fig:4.17 showing role of media in increasing awareness about green
products]
Interpretation
The table shows that 60% respondents think that media should
promote green products to increase the awareness among,30% does
not agree with this and 10% respondents have no response towards
this.
42
18. Most preferred category of green products

Table 4.18 showing the respondents most preferred category of green

products

No of Respondents Percentage
Consumer durables 8 16

Home products 10 58

Cosmetics 29 20

others 3 6

70

60

58
50

40

30

20
20
16
10

6
0

consumer durables home products cosmetics others

Source: Primary data

[Fig:4.18 showing most preferred category of green products]

Interpretation

The above table shows that about 16% of the respondents prefer
consumer durables and around 20%of their category is cosmetics and
58% of the respondents preferred to have home products and the rest
6% of the respondents are from other categories.
43
19. Eco friendliness of green products
Table 4.19 showing the Eco friendliness of green products

No of respondents Percentage

Strongly Disagree 1 2

Disagree 0 0

Neutral 11 22

Agree 29 58

Strongly agree 9 18

Eco friendliness of product

strongly disagree disagree neutral agree strongly agree

Source: Primary data

[Fig 4.19 showing eco friendliness of green products]

Interpretation

The above table shows that 58% of the respondents agreed about the
eco friendliness of the green products and 18 % of the respondents
strongly agree about the eco friendliness of the green products and the
rest 22% of the respondents are with both the opinions.

44
20. Impact of green products in reducing environmental pollution
Table 4.20 showing green products will reduce environmental
pollution

Yes 37 74
No 10 20
No response 3 6

80

70

60

50

40

30

20

10

yes no maybe

Source: primary data

[Fig 4.20 bar graph showing green products will reduce
environmental pollution]
Interpretation
The above diagram shows that 74% of the respondents is of the
opinion that the concept of green products will reduce environmental
pollution,20% of the respondents are not agreed with this and 6% of
respondents have no response towards this statement.

45
 CHAPTER 5
FINDINGS AND SUGGESIONS

46
Findings

❖ Out of the majority of respondents or consumers are much aware of

green products and more than 46% of consumers are willing to buy
green products rather than normal ones.

❖ More than 50% 7s of the opinion that might buy green products
even after increasing the price, and more than 75% of consumers
are satisfied with the quality of these products.

❖ 72% of consumers think that green products will reduce

environmental pollution and also enhance the quality of life. Only a
minor percentage of consumer thinks that products are not good for
the environment.

❖ While ranking the source of getting awareness products

advertisement got first rank, second rank goes to family and friends
and only a 18% of respondents says that the source of awareness is
from others.

❖ 82% of consumer says that government should take necessary steps

to promote green products and in case of companies attitude
towards producing green products more than 50% of consumers
think that they are not sincere in promoting green products.

47
❖ 78% of Consumer's agree with the statement that green products
are really eco-friendly and only 2% of Consumer's completely
disagree with this statement.

❖ May of the percentage of consumer prefer to buy green products

directly from the manufacturer’s, because they think that reliable
products can be brought from them 32% of consumer are willing to
buy it from anywhere.

❖ In the green category, majority of Consumer's buy home products

and 20% buy cosmetics ,16% buy Consumer's durables and only a
few percentages prefer other products.

❖ When purchasing a product Consumer's prefer more to buy green

product but that most restriction of choosing product is expensive
and unaware about green product.

❖ 78% of Consumer's recommend green products to others and more

than 60% of respondents are satisfied with the quality of products.

48
SUGGESSTIONS

Important suggestions are as follows:

❖ Govt should conduct awareness programs and campaigns to

educate consumers about green products.

❖ Encouragement and subsidies should be provided to Manufactures

to produce green products.

❖ Media should increase their role towards green products. There

should be advertisement which shows the the importance of green
products.

❖ Rules and regulations should be made for strict in the case of using
Environment friendly products.

❖ Education about green products should be given from school levels

and manufactures should also get proper information and training
to produce green products.

❖ Information about green features of green products should be

clearly defined on packing labels.

❖ Companies should be sincere in producing green products,

adulteration of products should be stopped.
49
CONCLUSION

The objective of this study was to present some insights regarding

factors that influence consumer's perceptions and willingness to pay for
green products. The most significant factors found were personal
benefit, price, convenience of use, performance, availability, concern
for environment and health concern. These factors along with product
category has significant influence in determine the total premium that
an individual was willing to pay for green products. The result, thus,
should be able to assist the governments, policymakers, producers and
marketers in taking into consideration the market potential of the
product categories for which consumer are willing to pay premium.
Results of the study indicate that the majority of the consumers
appeared to be aware of the concept green, though there were some
differences as far as understanding of the concept green was concerned.
To promote green products and practices education campaigns needs to
be designed keeping in mind the message content that should reflect
importance of safety, health and personal benefits. Government should
strengthen its effort in informing the public about safety issues and
policies related with the concept green by exploring mass and social
media. In addition, government authorities should put their efforts in
promotions consumers' awareness and positive perceptions towards
green products. A certification system should be created whereby
marketers would be granted certificate only if their products are
guaranteed to have met the safety requirements. The local policymakers
should also consider making environmental certification a mandatory
requirement throughout all industry.

50
APPENDIX

51
BIBLIOGRAPHY

REFERENCES

Ali, A .Khan A. & Ahmed , I . (2011) . Determinants of Pakistani

Consumer's green purchase behaviour : some insight from A
developing country . International journal of business and social
sciences ,2,pp,217- 226.

Mostafa M M (2006) " Antecedents of Egyptian Consumer's ' green

purchase intentions " , journal of international Consumer's marketing ,
vol. 19, No. 2 , pp.97 - 126

Peattie k (2001) , " Golden goose or wild goose ? The hunt of the
green Consumer's business strategy and the environment ,vol. 10 ,
No. 4 ,pp.187- 199.

Cherian , J et al , (2012) . Green marketing : A study of Consumer's

Attitude towards environment friendly products . Asian social
sciences ,vol .8 issue 12 ,p 117.

Abdul - muhmin , A.G (2007) . Exploring Consumer's willingness to

be environmentally friendly . International journal of consumer
studies ,31,237-247.

WEBSITES

° www.greenmarketing.net/strategic.html.

° www.greenpeace.org/international

° www.ukessays.com

° www.encyclopedia.com/topic/green marketing.asp

° www.greenbiz.com/.../green products

° http://India research journals.com/

52
CONSUMER BEHAVIOUR TOWARDS GREEN
PRODUCTS WITH REFERENCE TO MAHRANA
PRATAP GOVERNMENT DEGREE COLLEGEHARDOI

NAME:

1) What is your age?

❏ Below 30
❏ 30 - 50
❏ 50 above

2) What is your Gender?

❏ Male
❏ Female

3.) What is your profession?

❏ Students
❏ workers
❏ others

4) How much are you aware of green products?

❏ very much
❏ slightly
❏ nothing

53
5) Do you like to purchase green products?
❏ Yes
❏ No

6) How much do you agree with the quality of green products?

❏ Highly satisfied
❏ Satisfied
❏ Other

7) Why might people not buy green products?

❏ Lack of awareness
❏ Expensive
❏ Unavailability
❏ Lack of preference
❏ Lack of assurance in usage

8)How are you aware of green products?

❏ TV
❏ Newspaper
❏ Social networking
❏ Magazines
❏ Friends
❏ Radio
❏ Sales executives
❏ Others
9) Will you recommend green products to others?
❏ Yes
❏ No

54
10)What are the factors attracting consumers to buy green products?
❏ Product features
❏ Packaging
❏ Promotion campaigns
❏ Others

11) Are consumers ready to pay an extra amount for green products?
❏ Yes
❏ No
❏ May be

12) Do you think the government should take initiative in promoting

green products?
❏ Yes
❏ No
❏ May be

13) Do you purchase eco-friendly products more than the normal

products?
❏ Yes
❏ No
❏ May be

14)From which place do you prefer to purchase the green products?

❏ Manufacturers
❏ retailers
❏ Others

55
15) Did your qualification level affect your shopping behaviour?
❏ Yes
❏ No
❏ May be

16) Do you think companies are sincere in promoting green products

in India?
❏ Yes
❏ No
❏ May be

18) Which category of Green products do you use?

❏ Home products
❏ Consumer durables
❏ Cosmetics
❏ Others

19) Are green products eco-friendly?

❏ Strongly disagree
❏ Disagree
❏ Neutral
❏ Agree
❏ Strongly agree

20) Does buying green products help to reduce environmental

pollution?
❏ Yes
❏ No
❏ No response
56
57
END

58