Looking Good and Thinking Green-Can Green Personal Care Products Be Promoted?

Looking Good and Thinking Green-Can Green Personal Care Products Be Promoted?

Gauri Joshi, Gurudas Nulkar
DOI: 10.4018/IJABIM.2016100104
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The purpose of this paper is to determine the extent of environmental concern among consumers while purchasing personal care products. This paper also examines the role of consumer's willingness to pay for environmentally friendly products while making green purchase. It also tests if willingness to pay can be predicted based on certain product attributes. An exploratory factor analysis was carried out to develop the conceptual framework and based on which a questionnaire was designed. Primary data was collected from 300 respondents, women working in Information technology sector between the age group 25-45. The results show that there is high amount of environmental awareness among the consumers. However due to lack of proper and reliable information exchange between the manufacturers and the consumers this awareness does not materialize in green purchase behavior. Consumer's willingness to pay extra for ecolabeled product is dependent on the product reliability and appeal. Hence ecolabeled products stand a chance to be selected if they are appealing and reliable.
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2. Literature Review

Growing awareness of environmental problems and increasing media coverage have prompted many firms to take up greener practices. Studies show increasing consumer awareness and concern of the environmental impacts of the products they buy, and this manifests in growing purchases of environmentally friendly products across markets (AMF do Paco. & Raposo, 2009). Consumer’s environmental concern is not easily translated into pro-environmental behaviour, so individuals holding strong beliefs that their environmental conscious behaviour will result in positive outcome are more likely to engage themselves in such behaviour in support of their concern for the environment (Sharma & Bansal, 2013).

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