This document summarizes a research paper on the impact of eco-friendly products on consumer behavior. The summary is: 1) The study examines consumers' awareness, use, and opinions of eco-friendly products and finds low levels of awareness and use. 2) Most consumers are influenced by eco-friendly products but they are not easily available in markets and are not effectively promoted. 3) Eco-friendly products are consumed less than other products partly because they are seen as costly. However, the future for eco-friendly products is viewed as bright by most.

1. International Indexed & Refereed Research Journal, January, 2013 ISSN 0975-3486, RNI- RAJBIL- 2009-30097, VOL- IV * ISSUE- 40
Research Paper—Management
Impact of Eco-friendly Products on
Consumer Behavior
January,2013 * Dr. Suresh S. Kawitkar
* Head [Academics], Dept. of Management, VidyaBharati Mahavidyalaya, Camp, Amravati [M.S]
Introduction proaches to learning theory, Behavioral and Cognitive
Ecology and Environment learning theory. Behavioral learning theory proposes
that stimuli from the environment influence behavior.
Ecology is the science that deals with the in-
terconnection of living organism and their environ-Once the consumer has recognized the problem, they
search for his product and services that can solve the
ment. Human ecology specifically looks at the interac-
problem. Some of the sources of information are
tion between human and their environment. It is ulti-
mately human being who chooses how to use technol- 1] Personal sources 2] Commercial sources
3] Public sources
ogy, and they initiate the action that result into ecologi- 4] Personal experience
cal disturbances. Through information when the alternatives are evalu-
Eco-friendly Products ated, the consumer is ready to make decision.
Obstacles To The Greenness
A study of biotic and abiotic factor
is environment. Ecology is a relationship between or- There are several problems associated with
organizations attempt to undertake green marketing
ganisms and their environment. So by this definition
practices. Some of them are-
we can readily say that the products, which are friendly
to the environment or ecology, are eco-friendly 1] Very often it is said that the products which are more
products.The products which maintain the threshold environmentally safe, cost more.
2] Consumer does not like performance and quality of
limit (TLV) in which a healthy person is exposed with-
out any adverse effect is Eco-friendly Product. green products.
Consumer Behaviour 3] Packaging is a key element in marketing. Packaging
Consumer behavior is the study of how people of eco friendly product do not perform the promo
buy, what they buy, when they buy and why they buy. tional function
It blends elements from psychology, sociology, and 2. Research Objectives
1] To know the impact of eco friendly product on con
economics. It attempts to understand the buyer decision
sumer behavior
making process both individually or in groups. It studies
characteristics of individual consumers such as 2] To make consumer more aware about the eco friendly
demographics, psychographics, and behavioral product
3] To know the consumer perception about the eco
variables in an attempt to understand peoples want. It
also tries to assess influencers from consumer from friendly product
4] To find out the most popular media for promotion of
groups such as family, friends, reference groups, and
society in general. the eco friendly product
Purchase Decision: 5] To find out the barriers resisting free flow of the eco
Once the alternative has been evaluated, the friendly product in market
consumer is ready to make a purchase decision. 3. Research Methodology
Sometimes purchase intension does not result in an Two methods of data collection methods are used
for research purpose.
actual purchase. The marketing organization must fa-
1] Primary data collection method
cilitate the consumer to act on their purchase inten-
sion. The provision of credit or payment terms may 2] Secondary data collection method
encourage purchase, or a sales promotion such as the The primary data for the purpose is collected
opportunity to receive a premium or entering a through structured questionnaire. With the intension
competition may provide an incentive to buy. of representing the population properly, the sample is
Post Purchase Evaluation: distributed among consumer, retailer, shopkeepers and
distributers. Also the informal interaction and discus-
The relevant internal psychological process that is
sions were made use of. Secondary data is collected
associated with post purchase evaluation is learning.
According to Blech (2007) there are two basic ap- through internet, magazines, text books, relevant hand-
42 RESEARCH ANALYSIS AND EVALUATION

2. International Indexed & Refereed Research Journal, January, 2013 ISSN 0975-3486, RNI- RAJBIL- 2009-30097, VOL- IV * ISSUE- 40
books, newspaper, and library search The sample size there is bright future for eco friendly product in days
of 100 is taken for study to come. There is untapped area where the concept is
Hypothesis: yet to reach. Marketer should catch this opportunity.
1] Eco friendly products are costly, hence Indian con Likert score in above analysis shows that that the
sumer keep away from it consumers are well convinced about the functionality
2] Eco friendly products are not worth enough to pay of the eco friendly product. But while purchasing other
heavy price. variables do play negative roles
Limitation of Study:
5] Eco friendly products are beneficial
1] The study is limited to Amravati region only S. No of O p i n i o n Li ke rt [x]*[y] Ra n k
2] The study is restricted to available eco friendly No Respondent [x] score[y]
product only 1 52 Strongly agree 5 260 I
3] Nearly 10% questions were not answered 2 14 Agree 4 56 III
3 20 Neutral 3 60 II
4. Data Analysis and Interpretation 4 4 Disagree 2 8 IV
1] Awareness level of eco-friendly product 5 - Strongly disagree 1 0 V
S. No Awareness Level No of Respondent
1 Yes 45% 6] The most effective media in purchase decision mak-
2 No 55% ing
S. No Media % Respondent Ra n k
Above response shows that there are very less people 1 Newspaper 22% II
aware about the concept of eco friendly products. 2 Internet 04% V
Means there is plenty of untapped area to do actual 3 Television 52% I
business. Big awareness campaign is required to be 4 Magazines 14% III
5 Others 08% IV
taken. .
2] The uses level of respondent The above analysis shows that the TV is the most
Actual users are again very less. After having known effective medium to reach to the masses and convince
about the concept, the users are comparatively less. about the usefulness of eco friendly product. Also
This is a matter of big concern. The study revealed that there is role to be played by print media.
the reasons are the high cost of product, not easily 5. Conclusions on Hypotheses
available, less promotion, less ego satisfaction. The conclusion on Hypothesis based on analysis of
the study are presented below
S. No Uses of eco friendly No of Respondent Hypothesis-1
product 1] Eco friendly products are costly, hence Indian con-
1 Yes 35% sumer keep away from it
2 No 65% This Hypothesis is accepted
This analysis adds strength to earlier conclusion that Hypothesis-2
S. No % wise presence of eco No of respondent 2] Eco friendly products are not worth enough to pay
friendly product heavy cost. This Hypothesis is rejected
1 <10% 28% 6. Conclusions And Suggestions
2 10%-20% 24% Conclusions:
3 20%-30% 22%
4 30%-40% 16% 1] Most of the people are influenced by eco friendly
5 40% and above 10% product.
3] Eco friendly product available in respondent houses 2] Eco friendly products are not easily available in
This microanalysis shows that 28% people are using market
only 10% of eco friendly product in the home. And 10- 3] Eco friendly products are not effectively promoted
20% products are used by 24% people at home. Table 4] As compare to other product eco friendly products
shows that only 30% products of daily use are eco are consumed less
friendly product in 74% of the users. That means mar- 5] Eco friendly products are costly hence consumer
ket is left with so much of potential. move away from it.
4] Opinion towards opportunities for eco friendly prod- 6] Commercial future of this product is very bright.
uct in future 7] Today's environment is more prone to infections
S. No Opinion No of Respondent hence costumer negatively thinks about it
1 Yes 86% 8] Eco friendly products are not able to satisfy the ego
2 No 4% and esteem needs of the customer.
9] Now a days the Family decision are very vital in
purchase decisions.Therefore, children and housewife
RESEARCH ANALYSIS AND EVALUATION 43

3. International Indexed & Refereed Research Journal, January, 2013 ISSN 0975-3486, RNI- RAJBIL- 2009-30097, VOL- IV * ISSUE- 40
are the key factors. 7] Special R& D work has to be done to modify this
10] There is big resistance to change, hence the effect product so as to increase the durability, utility, aesthet-
is less. ics and flexibility.
Suggestions: 8] Government should provide incentives to the manu-
1] Eco friendly products should be made easily avail- facturers and importers.
able to costumer 9] Government should reward the genuine initiative
2] Today's market is very competitive hence better taken by companies to this effect
promotional efforts are required 10] To assist consumer to become environmentally
3] Awareness and education campaign should be un- responsible
dertaken seriously Recommendation:
4] Government scheme should be made use of and Man must go to the nature and always be ready to
attempt should be made to reduce the cost. Go Green
5] TV and other electronic media should be used to
increase the reach.
6] The various NGO'S should also take the initiative to
improve the position of eco friendly product
R E F E R E N C E
1. Text books
1] Ecology and environment - P.D. Sharma
2] Commentary on consumer behavior - S.A.Chunawala
2. Magazins and Journals
1] Indian Marketing
2] Environmental Science
3. Internet
1] www.columbiaearth.edu.com
2] www.globerecylenetwork.com
44 RESEARCH ANALYSIS AND EVALUATION