This document summarizes a research paper on consumer behavior towards eco-friendly products. The objectives are to investigate consumer attractiveness to eco-friendly FMCG products and their willingness to pay higher prices. It also aims to analyze how environmental concerns impact purchasing decisions and provide recommendations. The literature review discusses how increased environmental awareness has led to demand for greener products and eco-friendly consumption patterns. Some consumers are willing to pay more for eco-friendly options while others prefer cheaper alternatives. The study collected data through surveys to understand awareness and purchasing influences regarding green products.
Companies today, move towards green as the consumers are concerned about the natural surroundings. Natural environmental influence our day-today lives in many ways, yet only few academics have discussed green issues in Sri Lankan context. Hence, this paper is an attempt to investigate the consumers purchasing behavior and attitudes towards eco-friendly fast moving consumer goods (FMCG) with special reference to cosmetics &personal care products.
GREEN MARKETING - AN ANALYSIS OF CONSUMER BEHAVIOUR TOWARDS GREEN PRODUCTSTanushree Bhowmick
This paper was presented in the Ist International Conference on Business & Information Management (ICBIM), 2012, organized by NIT, Durgapur. This is basically a research paper aiming to contribute towards the growing ecological concern that most marketers want to address these days. It also tries to unveil consumer behaviour towards the purchase and consumption of eco-friendly products.
In the last decades the uncontrolled impact of industrial activities on the natural
environment has created critical ecological concerns. The aggravation of phenomena like
climate change, ozone depletion, over exploitation of natural resources, air pollution, and
toxic wastes are harming the sustainable development of the planet and of the economic
system. For marketers, environmentalism has become a criterion influencing customer
purchase behaviour. Environmentally responsible consumption Follows & Jobber (2000)
emanated from criticism that the marketing concept ignored the impact of individual
consumption upon the society as a whole. Terms like green marketing and green
customer have evolved and a lot of work is being done to understand the awareness levels
of the customer, their attitudes towards the green products and their willingness to accept
and pay a premium for the green products.
Every year people living on the earth throw away enough garbage to cover a huge part of
the world. Most of the waste ends up in landfills which are very costly and which may
have a major impact on the environment and on the health of the people living on this
planet. Saving the environment has become a big issue in recent times. The messages are
being promoted as REDUCE, RE-USE and RECYCLE. The latest is that we can shop our
way to a healthier planet. Over the years, it is told to us that cool cars would make us free
and diet soda would make us popular. But there is some things money and advertising
can’t buy, and a clean environment is one of them. The hard fact is that global warming,
deforestation and other earthly ills cannot be solved by switching brands. It takes
resources to manufacture and transport all products, even those made from recycled
content. More often, it is greener to follow the old dictum: reduce, reuse, and recycle.
Even if the phrase 3Rs has been heard a thousand times before, but with the "green" word
now co-opted in the sales of services, the three R's are a phrase and a principle worth
reviving.
This study focuses on consumers and consumer behaviour in relation to environmental
friendly products. It starts from the assumption that environmental problems are closely
related to individual consumer behaviour, and that individual behaviour is one of the
major causes for the existing environmental problems. Without substantial changes, in
the long term these consumption practices present a serious threat to the environment and
to society as a whole.
The Role of Green Marketing and its effect on ConsumersAmisha Shaw
This project is mainly focused on analyzing the purchasing behavior of consumers regarding green products and the awareness among consumers about green marketing.
Companies today, move towards green as the consumers are concerned about the natural surroundings. Natural environmental influence our day-today lives in many ways, yet only few academics have discussed green issues in Sri Lankan context. Hence, this paper is an attempt to investigate the consumers purchasing behavior and attitudes towards eco-friendly fast moving consumer goods (FMCG) with special reference to cosmetics &personal care products.
GREEN MARKETING - AN ANALYSIS OF CONSUMER BEHAVIOUR TOWARDS GREEN PRODUCTSTanushree Bhowmick
This paper was presented in the Ist International Conference on Business & Information Management (ICBIM), 2012, organized by NIT, Durgapur. This is basically a research paper aiming to contribute towards the growing ecological concern that most marketers want to address these days. It also tries to unveil consumer behaviour towards the purchase and consumption of eco-friendly products.
In the last decades the uncontrolled impact of industrial activities on the natural
environment has created critical ecological concerns. The aggravation of phenomena like
climate change, ozone depletion, over exploitation of natural resources, air pollution, and
toxic wastes are harming the sustainable development of the planet and of the economic
system. For marketers, environmentalism has become a criterion influencing customer
purchase behaviour. Environmentally responsible consumption Follows & Jobber (2000)
emanated from criticism that the marketing concept ignored the impact of individual
consumption upon the society as a whole. Terms like green marketing and green
customer have evolved and a lot of work is being done to understand the awareness levels
of the customer, their attitudes towards the green products and their willingness to accept
and pay a premium for the green products.
Every year people living on the earth throw away enough garbage to cover a huge part of
the world. Most of the waste ends up in landfills which are very costly and which may
have a major impact on the environment and on the health of the people living on this
planet. Saving the environment has become a big issue in recent times. The messages are
being promoted as REDUCE, RE-USE and RECYCLE. The latest is that we can shop our
way to a healthier planet. Over the years, it is told to us that cool cars would make us free
and diet soda would make us popular. But there is some things money and advertising
can’t buy, and a clean environment is one of them. The hard fact is that global warming,
deforestation and other earthly ills cannot be solved by switching brands. It takes
resources to manufacture and transport all products, even those made from recycled
content. More often, it is greener to follow the old dictum: reduce, reuse, and recycle.
Even if the phrase 3Rs has been heard a thousand times before, but with the "green" word
now co-opted in the sales of services, the three R's are a phrase and a principle worth
reviving.
This study focuses on consumers and consumer behaviour in relation to environmental
friendly products. It starts from the assumption that environmental problems are closely
related to individual consumer behaviour, and that individual behaviour is one of the
major causes for the existing environmental problems. Without substantial changes, in
the long term these consumption practices present a serious threat to the environment and
to society as a whole.
The Role of Green Marketing and its effect on ConsumersAmisha Shaw
This project is mainly focused on analyzing the purchasing behavior of consumers regarding green products and the awareness among consumers about green marketing.
This project tells about the customer of our market how they will buy green products and how they will make decision while purchasing a green product. Eco-friendly good are more welcomed by customers who are environmentally responsible. It tells what factor are affecting green behavior and decision making of customers. The basic objective of this project is how consumer will make its green purchase decision and behavior toward green products. By the analysis of asking questions to businessmen, jobholder and students found that there is strong positive relationship between consumer green behavior and price, quality and green marketing while brand and gender difference has very weak relationship with consumer green behavior. These results will be helping for the managerial implications. Industries can use this for future strategies and get know how about the customer intention to buy green products. And it will also tell that what is more important near to customer about green products.
Impact of Green Marketed Product on Consumer Purchase DecisionKUMAR GAURAV
Research is conducted to analyse the impact of green marketed product on consumer purchase decision and to know what percent of the sample population is aware of green marketing or product manufactured through green process and their attitude towards it.
Major findings are-
* Consumer awareness towards green marketing products is high, a large no.
population approximately 55 percent is aware about green marketing.
* Consumer are ready to pay extra amount for green marketed product as they believe they are manufactured without harming environment which gives them a feeling socially responsible person and at the same time they believe green products are good for health.
Suggestions-
Government can play a very important role in promoting and creating awareness about the green marketing which is equally good for the environment, customer and for producers. Therefore govt. should try to take some necessary action.
Presentation on Green Marketing and eco-friendly products|Can marketing reall...Kartik Mehta
Purpose
– The purpose of this paper is to analyse the impact of green marketing strategies on consumer purchasing patterns in Mauritius. The present research also explores the possibility of introducing greener patterns of consumption into contemporary lifestyles in the current context where green products are increasingly available.
Design/methodology/approach
– This paper reviews the theory of green marketing to identify how customers are persuaded to purchase greener products. It also reports the empirical results of a consumer survey on green marketing strategies by the questionnaire method. The survey questionnaires were administered to 150 respondents visiting various hypermarkets and supermarkets. The questionnaires were processed and analysed with the statistical programme SPSS, using descriptive, correlation and factor analysis.
Findings
– The findings provide some interesting clues regarding customers’ perceptions on environmental concerns and green products. Further findings suggest that most consumers have expressed a great interest in the protection of the environment and they are strongly concerned about the environment and its degradation. Hence, business executives should host workshops and seminars so as to educate customers on environmental protection and environmental‐friendly products. Results also indicated an overall positive correlation between effective green marketing strategies and customers’ purchasing patterns for green products. Therefore, there is a powerful urge for companies to promote green branding, eco‐labelling and green packaging strategies in order to encourage a greener pattern of consumption among consumers in Mauritius.
Practical implications
– The paper suggests a stepping approach to consumer purchasing patterns for greener products could be exploited more within consumer groups that have strong environmental concerns and beliefs in Mauritius. The results also offer precious knowledge on the effectiveness of green marketing strategies which can assist both private and public enterprises in developing and designing appealing green products that will be favoured by customers.
Originality/value
– Although green marketing has been an important research topic for several decades, hardly any research has been focused on the impact of green marketing strategies on consumer purchasing patterns in the context of developing countries. This paper has analysed the strength of environmental concerns and beliefs and has provided some insights on green marketing strategies and the various managerial implications have been fully addressed in order to favour the consumption of greener products in Mauritius.
The growing social and regulatory concerns for the environment lead an increasing number of companies to consider green issues as a major source of strategic change, in general and has complex implications on the technological strategy of a company and on its product innovations, in particular.
Green marketing strategies in E-commerce by Frahim AdajaniaFrahim Adajania
Green Marketing Strategies in E-commerce - a brief presentation about the upcoming trend, that is green marketing; in relation with or with resoect to another flourishing and upcoming model of business, which is E-commerce. A gist of a small research conducted in my MBA programme.
GREEN MARKETING: What is Green Marketing?, Principles Of Green Marketing, Significance Of Green Marketing, Green Marketing Mix, Challenges Of Green Marketing, Green Marketing Strategy Grid, & Suggested Solution.
Project findings and recommendations following the research project on 'communicating green products to the Indian consumer' - understanding their perception of green products - presented by Shantanu Roy, Sec.Gen. Green Purchasing Network India
The Green Consumer - Market Research PresentationShital Kadakia
Marketing research conducted for Green Event, an online seller of compostable flatware, to determine and define target green consumer. Research resulted from conducting focus groups and online surveys to determine four-level greenness scale to define green consumers.
This project tells about the customer of our market how they will buy green products and how they will make decision while purchasing a green product. Eco-friendly good are more welcomed by customers who are environmentally responsible. It tells what factor are affecting green behavior and decision making of customers. The basic objective of this project is how consumer will make its green purchase decision and behavior toward green products. By the analysis of asking questions to businessmen, jobholder and students found that there is strong positive relationship between consumer green behavior and price, quality and green marketing while brand and gender difference has very weak relationship with consumer green behavior. These results will be helping for the managerial implications. Industries can use this for future strategies and get know how about the customer intention to buy green products. And it will also tell that what is more important near to customer about green products.
Impact of Green Marketed Product on Consumer Purchase DecisionKUMAR GAURAV
Research is conducted to analyse the impact of green marketed product on consumer purchase decision and to know what percent of the sample population is aware of green marketing or product manufactured through green process and their attitude towards it.
Major findings are-
* Consumer awareness towards green marketing products is high, a large no.
population approximately 55 percent is aware about green marketing.
* Consumer are ready to pay extra amount for green marketed product as they believe they are manufactured without harming environment which gives them a feeling socially responsible person and at the same time they believe green products are good for health.
Suggestions-
Government can play a very important role in promoting and creating awareness about the green marketing which is equally good for the environment, customer and for producers. Therefore govt. should try to take some necessary action.
Presentation on Green Marketing and eco-friendly products|Can marketing reall...Kartik Mehta
Purpose
– The purpose of this paper is to analyse the impact of green marketing strategies on consumer purchasing patterns in Mauritius. The present research also explores the possibility of introducing greener patterns of consumption into contemporary lifestyles in the current context where green products are increasingly available.
Design/methodology/approach
– This paper reviews the theory of green marketing to identify how customers are persuaded to purchase greener products. It also reports the empirical results of a consumer survey on green marketing strategies by the questionnaire method. The survey questionnaires were administered to 150 respondents visiting various hypermarkets and supermarkets. The questionnaires were processed and analysed with the statistical programme SPSS, using descriptive, correlation and factor analysis.
Findings
– The findings provide some interesting clues regarding customers’ perceptions on environmental concerns and green products. Further findings suggest that most consumers have expressed a great interest in the protection of the environment and they are strongly concerned about the environment and its degradation. Hence, business executives should host workshops and seminars so as to educate customers on environmental protection and environmental‐friendly products. Results also indicated an overall positive correlation between effective green marketing strategies and customers’ purchasing patterns for green products. Therefore, there is a powerful urge for companies to promote green branding, eco‐labelling and green packaging strategies in order to encourage a greener pattern of consumption among consumers in Mauritius.
Practical implications
– The paper suggests a stepping approach to consumer purchasing patterns for greener products could be exploited more within consumer groups that have strong environmental concerns and beliefs in Mauritius. The results also offer precious knowledge on the effectiveness of green marketing strategies which can assist both private and public enterprises in developing and designing appealing green products that will be favoured by customers.
Originality/value
– Although green marketing has been an important research topic for several decades, hardly any research has been focused on the impact of green marketing strategies on consumer purchasing patterns in the context of developing countries. This paper has analysed the strength of environmental concerns and beliefs and has provided some insights on green marketing strategies and the various managerial implications have been fully addressed in order to favour the consumption of greener products in Mauritius.
The growing social and regulatory concerns for the environment lead an increasing number of companies to consider green issues as a major source of strategic change, in general and has complex implications on the technological strategy of a company and on its product innovations, in particular.
Green marketing strategies in E-commerce by Frahim AdajaniaFrahim Adajania
Green Marketing Strategies in E-commerce - a brief presentation about the upcoming trend, that is green marketing; in relation with or with resoect to another flourishing and upcoming model of business, which is E-commerce. A gist of a small research conducted in my MBA programme.
GREEN MARKETING: What is Green Marketing?, Principles Of Green Marketing, Significance Of Green Marketing, Green Marketing Mix, Challenges Of Green Marketing, Green Marketing Strategy Grid, & Suggested Solution.
Project findings and recommendations following the research project on 'communicating green products to the Indian consumer' - understanding their perception of green products - presented by Shantanu Roy, Sec.Gen. Green Purchasing Network India
The Green Consumer - Market Research PresentationShital Kadakia
Marketing research conducted for Green Event, an online seller of compostable flatware, to determine and define target green consumer. Research resulted from conducting focus groups and online surveys to determine four-level greenness scale to define green consumers.
Impact of green marketing on customer satsifaction and environmental safety -...Kartik Mehta
In recent years, concern about the environment has been highlighted in many areas of life. Our limited resources are damaged, the future of human life disturbs this planet, thus leaders and thinkers have to create a solution. The influence of green marketing tools have been analysed in this study, namely the eco-label, eco-brand and environmental advertisement. The sampling used was available cluster sampling. Tehran city is divided into four parts, North, South, East and West. The western and northern areas of the city were selected and we distributed our questionnaire. The sample size was 384 people.
Formulae and data was analysed using the Spearman correlation test and multiple regression analysis. The results show that environmental advertisement had the most significant effect on consumer purchasing behavior and eco-brand had the least effect.
Before taking any strategic decision, we have to understand what is going on with our fast changing customers. Then it becomes more easy to adapt our priorities. Here are some clues and my vision of the ME market.
As citizens of our earth, we all bear an important environmental responsibility. As a result, and as our consciousness is continually raised, many of us are choosing to begin to live a more natural lifestyle. Our green living choices come in many different forms - some small, some quite large.
This report provides updated facts and figures on the evolution of the national energy market. For the oil, gas, coal and power markets, the report details the market organisation, institutions regulating the market, and energy policy of the country. Energy companies active on the market are analysed. Domestic production, capacities, exchanges, consumption by sector and market shares are provided. Energy prices levels and taxes are described. Finally, the driving issues, and the market prospects are proposed.
The Green Consumer - Market Research ReportShital Kadakia
Marketing research conducted for Green Event, an online seller of compostable flatware, to determine and define target green consumer. Research resulted from conducting focus groups and online surveys to determine four-level greenness scale to define green consumers.
The Future is Green: Must-Have Eco-Friendly Products for a Sustainable Lifes...MuhammadTayyab71890
In a world where environmental concerns are at the forefront of our collective consciousness, the phrase "Eco-Friendly Products" has become more than just a buzzword—it represents a transformative shift in the way we live, consume, and envision the future. As the specter of climate change looms ever larger, and the consequences of unsustainable practices become increasingly evident, there has never been a more crucial moment to explore the role of Eco-Friendly Products in shaping a sustainable lifestyle.
"The Future is Green: Must-Have Eco-Friendly Products for a Sustainable Lifestyle" is a journey into the heart of eco-conscious living. In this exploration, we will delve into a comprehensive guide to Eco-Friendly Products that have the power to redefine the way we interact with our environment. From the products that grace our homes to those that enhance our personal care routines, fashion choices, and even our travel adventures, the concept of eco-friendliness has permeated every facet of our lives.
This guide seeks to illuminate not only the significance of Eco-Friendly Products but also their undeniable impact on our planet's future. It is an invitation to embrace a lifestyle that transcends mere consumption, one that nurtures a harmonious coexistence with the natural world and respects the delicate balance of our ecosystems. As we embark on this journey, let us discover how the choices we make today, in favor of eco-friendliness, can pave the way for a brighter, more sustainable tomorrow.
today’s era of environmental awareness, the fashion industry stands at a pivotal crossroads, wielding significant influence in the fight against climate change. Through innovative practices and conscious consumer choices, fashion has the power to shape a greener, more sustainable future for generations to come.
A Study on Customers Perception towards Green Marketing and Products with Spe...paperpublications3
Abstract: The paper aims to understanding the benefits of green products and its marketing in the present scenario. The motivation behind this study was the uncomfortable life situation of people day by day. The products like unhealthy foods, cosmetics, other needy things would lead to harmful health problems including life style diseases. Emerging trends in the industrialisation do not notice such things. Commonly industry does not keep the business ethics as whole. The relevance of green marketing comes in to the existence of such areas where the products are deal without any caution about the use of customers. This study focus on the present customers perception towards new trends known as green marketing and products. The main areas in this paper covered by the uses, importance and the preference of customers in connection with green products and it's services.
The Art Pastor's Guide to Sabbath | Steve ThomasonSteve Thomason
What is the purpose of the Sabbath Law in the Torah. It is interesting to compare how the context of the law shifts from Exodus to Deuteronomy. Who gets to rest, and why?
Students, digital devices and success - Andreas Schleicher - 27 May 2024..pptxEduSkills OECD
Andreas Schleicher presents at the OECD webinar ‘Digital devices in schools: detrimental distraction or secret to success?’ on 27 May 2024. The presentation was based on findings from PISA 2022 results and the webinar helped launch the PISA in Focus ‘Managing screen time: How to protect and equip students against distraction’ https://www.oecd-ilibrary.org/education/managing-screen-time_7c225af4-en and the OECD Education Policy Perspective ‘Students, digital devices and success’ can be found here - https://oe.cd/il/5yV
Read| The latest issue of The Challenger is here! We are thrilled to announce that our school paper has qualified for the NATIONAL SCHOOLS PRESS CONFERENCE (NSPC) 2024. Thank you for your unwavering support and trust. Dive into the stories that made us stand out!
How to Split Bills in the Odoo 17 POS ModuleCeline George
Bills have a main role in point of sale procedure. It will help to track sales, handling payments and giving receipts to customers. Bill splitting also has an important role in POS. For example, If some friends come together for dinner and if they want to divide the bill then it is possible by POS bill splitting. This slide will show how to split bills in odoo 17 POS.
This is a presentation by Dada Robert in a Your Skill Boost masterclass organised by the Excellence Foundation for South Sudan (EFSS) on Saturday, the 25th and Sunday, the 26th of May 2024.
He discussed the concept of quality improvement, emphasizing its applicability to various aspects of life, including personal, project, and program improvements. He defined quality as doing the right thing at the right time in the right way to achieve the best possible results and discussed the concept of the "gap" between what we know and what we do, and how this gap represents the areas we need to improve. He explained the scientific approach to quality improvement, which involves systematic performance analysis, testing and learning, and implementing change ideas. He also highlighted the importance of client focus and a team approach to quality improvement.
Operation “Blue Star” is the only event in the history of Independent India where the state went into war with its own people. Even after about 40 years it is not clear if it was culmination of states anger over people of the region, a political game of power or start of dictatorial chapter in the democratic setup.
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The French Revolution, which began in 1789, was a period of radical social and political upheaval in France. It marked the decline of absolute monarchies, the rise of secular and democratic republics, and the eventual rise of Napoleon Bonaparte. This revolutionary period is crucial in understanding the transition from feudalism to modernity in Europe.
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The French Revolution Class 9 Study Material pdf free download
green consumer behaviour
1. Consumer Behaviour – An Eco friendly approach
Maneesha Patel, NamitaRaina, Raj Patel
Maratha Mandir’sBabasahebGawde Institute Of Management,
Mumbai University,India
maneesha_mark18@yahoo.com,rajpatel010203@gmail.com, namitaraina9@gmail.com
Abstract: (Key words: eco-friendly products, consumer
Objective:The main objectives of the study behaviour, willingness to pay)
are to investigate the consumer attractiveness
towards eco- friendly products in FMCG I. INTRODUCTION
sector and their impact of purchasing Consumer’s consumption has been
decision. Also to analyse if they are willing to changed due to rapid economic growth
pay higher prices for the eco-friendly which has resulted in environmental
productsand to make the necessary degradation through over consumption &
recommendations based on the finding about
utilisation of natural resources. If the
their buying behaviour towards these
products. The Paper suggests that the current trend of economic growth &
consumers who are highly concerned about irresponsible consumption patterns
the environmental issues and its deterioration continues the environment deterioration
are likely to pay higher price for such would be worsen.The consequences of
products. environmental degradation areglobal
Methodology:Data for this study was warming, depletion of stratospheric ozone
collected from all the segments of society, 70 layer, pollution of sea and rivers, noise and
respondents using a structured questionnaire. light pollution, acidrain and desertification
The questionnaire contains questions to (Ramlogan, 1997).
measure awareness of eco-friendly products, Hence, shift towards more
consumers’ environmental concerns, trust in
sustainable consumption patterns is
the quality of green products, & their
willingness to pay higher for the same. required and it is also important to increase
Result:The results of the data analysis the environment awareness &
indicate that few consumers are ready to pay consciousness among the people.
higher prices for these products as they are Consumers can reduce their impact on
more environment conscious where as some environment by their purchasing decisions.
consumers who are aware of environmental The rising number of consumers who
degradation are of opinion that if the same prefer and are willing to buy eco-friendly
product is available at lesser cost then why to products are creating opportunity for
pay the higher costfor it.The survey findings businesses that are using “eco-friendly” or
disclose the consumers’ awareness about “environmentally friendly” as a component
green products and the impact of
of their value proposition.
environmental concerns on consumer’s
purchases. Businesses that offer products
Conclusion: Environmental concerns could which are manufactured & designed with
emerge as one of the powerful drivers that an environmental marketing mix have a
influence purchase, but it has actually not long term competitive advantage.
resulted in the ability to command a Environmental issues are of importance to
sustainable premium: consumers are willing consumers who are environmentally
to buy eco-friendly products, but not pay the conscious when making a purchase.
higher price. If the consumer’s demands Hence, a better understanding of consumer
increases the costs of production of eco- preferences in this casewill allow
friendly products will reduce. Awareness businesses to acquire more market-
among consumers that their buying choices
applicable approach to sustain in the
can make a difference to the environment
should be promoted to accelerate the competitive market.
consumption of eco-friendly products.
2. But first let us know what is Green There are lots of harmful effects
Product- This is the product that will not associated with the usage of plastics,
pollute the earth or deplorenatural chemicals, non-biodegradable items,
resources, and can be recycled or which is why, it is high time that we start
conserved. It is a product that has more using eco-friendly products as soon as
environmentally soundcontent or possible. Also, we should change our
packaging in reducing the environmental lifestyle restricting the usage of coolers
impact (Elkington and Makower, 1988; only during their utmost need, replacing
Wasik,1996). plastic covers with jute and paper bags,
In other words, green product checking the carbon emission of our
refers to product that incorporates the vehicles and servicing them regularly.
strategies in recycling or withrecycled Even the feminine products like
content, reduced packaging or using less earrings, handbags, purses, chains, creams,
toxic materials to reduce the impact on the body wash, and scrubs are available as
naturalenvironment. Krause (1993), in his handmade and handcrafted natural items
research found that consumers were which can easily replace the artificial
becoming more concerned abouttheir plastics ones. There are also organic
everyday habits and the impact on the clothes available in the market made using
environment. The outcome of this is that natural cotton, environment friendly dyes.
some of theconsumers translated their These eco-friendly dresses and accessories
environmental concern into actively are more appealing as they set new trends
purchasing green products commitment in the market and make one feel proud of
(Martin and Simintiras, 1995). wearing it by helping in preventing
Eco friendly products are readily damage to our surroundings.
available nowadays. These include small One can only hope that change is
articles from handmade papers bags, jute the only thing that is constant, once we
bags, and recycled papers to Eco friendly decide protecting our nature thereby
fuels and so on. However in spite of a ensuring our own safe future, and then the
plethora of eco-friendly products being rest of it follows. Let’s start using eco-
made available, majority of the people are friendly products for a start now and turn
still oblivious about the very existence of the vision of a lovely environment in the
such products, which is rather unfortunate. future, a reality.
The most important reason why
one should start using eco-friendly II. LITERATURE REVIEW:
products is because of the devastating Green purchase behaviour refers to
effect of harmful gases, non-biodegradable the consumption of products that are
plastics, dangerous gases which not only benevolent or beneficial to the
pollutes the environment but also causes environment, recyclable or conservable
respiratory problems in human beings. and sensitive or responsive to ecological
Apart from humans, it could also lead to concerns (Mostafa, 2007). As public
complete extinction of various rare species environmental concern has increased over
of animals and birds. It also increases the several decades, consumers who demand
earth’s temperature, which in turn causes products for immediate benefits toward
the greenhouse effect. The excess of themselves and for the long term benefits
greenhouse gases especially carbon toward the environment have emerged and
dioxide in the atmosphere prevents the increased (Follows & Jobber, 2000)
earth’s heat from escaping the atmosphere Following Berkowitz and
and radiates it back to the earth’s surface, Lutterman’s (1968) study, Henion (1972)
thereby increasing the global temperature. also thought that consumers with medium
or high incomes would be more likely to
3. act in an ecologically compatible manner issues, there is an increase in the demand
due to their higher levels of education and for ecological products. This increased
therefore to their increased sensitivity to awareness of and sensitivity towards
social problems. environmental issues places certain
Changes in the condition of natural demands on business functions to become
resources and their long term negative greener.
impact has led to some realization about
human responsibility towards nature. This III. OBJECTIVES
realization has led to development of eco- The Main objective of the study is,
friendly consumption patterns among 1. To investigate the consumer
consumers. Grunert (1993) reported that attractiveness towards eco- friendly
about 40% of environmental degradation products in FMCG sector and their impact
has been brought about by the of purchasing decision.
consumption activities of private
households. The need for eco-friendly 2. To analyse if the consumers are willing
products is gradually increasing on to pay higher prices for the eco-friendly
account of persistent raise in the concern products.
for environment related issues.
Fortunately, eco-friendly consumption and IV. RESEARCH METHODOLOGY
spending patterns has led the marketers to 70 questionnaires were distributed
understand the eco-friendly attitude of the to various educated segments of society.
consumers and come up with the 63 total questionnaires were received back
marketing mix which preserves with a respond rate of 90 per cent. After
environmental resources and at the same going through it we found only 50
time deliver value added products and questionnaires usable of which 50 per cent
services (Chitra, 2007). are males & 50 per cent are females with
Belz&Peattie (2008) stated that mean age ranging from 20 to 38 years. The
green marketing and environmental questionnaire was structured as follows.
marketing in the late 1980’s focused on The questionnaire contained 14 questions.
green consumers who would be willing to All questions were close ended except the
pay premium prices for more last one i.e. Q.14. where we had asked for
environmentally friendly products. Many their comments. These questions measured
consumers choose products that do not consumers’ awareness, knowledge about
damage the environment over less the environmental issues and eco-friendly
environmentally friendly products, even if products, trust in the performance of eco-
they cost more. With green marketing, friendly products and their willingness to
advertisers focus on environmental pay more for those products. The
benefits to sell products such as questionnaire also included general
biodegradable diapers, energy-efficient demographic questions such as age,
light bulbs, and environmentally safe gender, sex, qualification & occupation
detergents. Green marketing encourages etc.
consumers to use eco-friendly products
and manufacturers to develop more V. DATA ANALYSIS&
environmentally beneficial products. INTERPRETATION
Clem (2008) adds that going green Table:1 Survey Questionnaires provided to
reflects a social consciousness around respondents:
saving and advancing the Earth’s natural Questions Number %
resources, preserving and protecting them Have you heard of any
for the sake of civilization. As customers FMCG eco-friendly
become more aware of environmental products?
4. Yes 47 94% Going through these questions we
No 3 6% came to know that people are aware that
Name any eco-friendly their purchase decision will contribute to
products. the sustainable future but still they don’t
Answered 28 56% consider environment while making their
Unanswered 22 44% day to day purchases. 60% respondents
said that they don’t consider their
Through these above questions we got to purchases friendly from the environmental
know that 94% people have heard about point of view. But 76% respondents
the eco-friendly product but when we admitted that if the product is labelled as
asked them to name few products only eco-friendly so that information can
56% respondents were aware about the change their purchase decision.
eco-friendly products.
Table: 3 Survey Questionnaires provided
Table: 2 Survey Questionnaires provided to respondents:
to respondents: Questions Number %
Questions Number % Have you bought or
Are you aware that considered buying eco-
purchasing eco-friendly friendly products
products will available in the market?
contribute to the Yes 36 72%
sustainable future? No 14 28%
Yes 42 84%
Do you feel there is
No enough information
8 16%
about Eco-Friendly
Do you consider your
effect on the
features while buying
environment as a the Products?
Definitely Yes 1 2%
consumer before
purchasing general day Average 33 66%
to day products? Definitely Not 12 24%
Yes 27 54% Not sure 4 8%
No 23 46% Do you trust the quality
Do you consider your of eco-friendly
purchase friendly from products?
the environmental Definitely Yes 10 20%
point of view? Average 29 58%
Yes 30 60% Definitely Not 5 10%
No 20 40% Not sure 6 12%
Do you consider if the It can be stated that many i.e. 72%
product and its package of buyers have bought eco-friendly
are designed to be products but there is lack of information
recycled before making about eco-friendly products in the market.
a purchase? Because only 68% people have agreed that
Yes 27 54% there is enough information about those
No
23 46% product. 78% population believe that the
If the product is labeled quality of eco-friendly product is supposed
eco-friendly, would this to be high.
information change
your purchase? Table: 4 Survey Questionnaires provided
Yes 38 76% to respondents:
No 12 24%
5. Questions Number % friendly products and78% were found to
Do you agree that the trust the quality ofeco-friendly products.
price of eco-friendly It is also found that the segment of
products is supposed to consumers who are willing to pay more for
be higher? eco-friendly products may not be very
Yes 29 58% large. Even the educated segment which
No 21 42% was chosen by us for this study has shown
Are you willing to pay underwhelms response for paying higher
more for eco-friendly prices for these products. Thus, the
products? environment concerns could come up as a
Yes 31 62% powerful drive for influencing the
No 19 38% consumers and changing their purchasing
If Yes How much are behaviour.
you willing to pay
more for eco-friendly VII. LIMITATIONS& FUTURE
products? RESEARCH
<5% 11 22% The sample size was very small
5-10% 10 20% and it was particularly collected from
10-20% 7 14% South Mumbai, India, so there was
20-30% 0 0% geographical constraints too. The
42% of respondents believe that the questionnaires were distributed to highly
prices of eco-friendly products should not educated respondents so they tend to be
be higher whereas 62% people are willing more eco-friendly as compare to others.
to pay more for those products which And also the present paper was conducted
shows that the consumers are more using self-reporting questionnaire hence
environment friendly and willing to the respondents may be biased especially
contribute in its sustainable growth. in regard to the willingness to pay higher
price for eco-friendly products.
VI. KEY FINDINGS VIII. SUGGESTIONS
The study shows that majority of The people are aware & concern
sample respondents have heard of eco- about the green products, so it creates an
friendly products and have knowledge opportunity for developing green market
about environmental issues. focusing on more educated consumers.
Approximately 94% respondents stated Also consumers want eco-friendly
that they had heard of eco- friendly products from those companies which
products & 84% were aware of the fact have positioned themselves as Green
that purchasing eco-friendly products will marketer or Eco-friendly Manufacturer.
contribute to sustainable future. The right combination of eco- friendly
More than 46% of respondents products and service, sales, marketing,
stated that they did not consider the effect andmanagement expertise is needed to
on environment while purchasing general target and attract the consumers who may
day to day products where as 60% be willing to buy eco- friendlyproducts.
considered that the purchases made by Green marketers should identify such
them were correct from environment point segment of consumers and accordingly
of view.A relatively higher proportion of design and marketproducts at suitable
respondents (76%)stated that labelling a price levels. Since eco-friendly features
product as eco-friendly would change their motivate consumers, hence companies
choice of purchase. Further, 72% of the shouldfocus on advertising eco-friendly
samplerespondents considered buying eco- brand labels, in-store displays and
6. hoardings. Advertisements campaigns environment/22green.html?pagewanted=al
maybe used to further promote the use of l&_r=0
eco-friendly products. Such campaigns can http://www.thedailygreen.com/green-
be directed at increasingconcerns about homes/eco-friendly/green-products-
environmental issues among consumers 460514
and publicize the use of eco-friendly
products.
The awareness about the products
should be done through advertising so that
individual buying behaviour can be
changed which can have an impact on the
welfare of the environment. It is also
important that companies aiming at
developing new eco-friendly products
should ensure that products perform
competitively.
IX. CONCLUSION
Environmental concern could
emerge as one of the powerful drivers that
influence eco-friendly purchases; it has
actually not resulted in the ability to
command a sustainable premium
consumers are willing to buy eco-friendly
products, but not to pay the higher price.
It may be important to examine in
future studies the effect of disposable
income on willingness to pay premium.
Increased consumer demand will help
reduce costs in production of eco-friendly
products. Awareness among consumers
that their buying choices can make a
difference to the environment should be
promoted. There is a scope for eco-
friendly marketers to capture this market
as it has long term scope& growth.
X. REFERENCES
Books:
1. Consumer Behaviour- M. Khan
2. Consumer Behaviour- Atul K. Sharma
3. Research Methodology- C.R. Kothari
4. The New Rule of Green Marketing-
Jacquelyn A. Ottman
Online:
http://greenliving.nationalgeographic.com/
going-green-home-products-2370.html
http://www.nytimes.com/2011/04/22/busin
ess/energy-