Perception of Indian Consumers Towards Green Products

Perception of Indian Consumers Towards Green Products

Prabal Chakraborty (NSHM Knowledge Campus, India), Sidhartha Sankar Laha (Tufanganj Mahavidyalaya, India) and Madhabendra Sinha (National Institute of Technology Durgapur, India)
DOI: 10.4018/978-1-5225-8547-3.ch015

Abstract

Both consumers and corporate houses are paying attention to environmental issues, and green products are gaining momentum as a result. This chapter studies the concept of green marketing along with its important aspects influencing the buying decision of consumers in South Kolkata only. Convenience sampling method was adopted to select the total sample of 266 respondents consisting of 103 males and 163 females with the help of structured open- and closed-ended questionnaires. Both primary and secondary data collection methods were adopted here in this research. Independent variables are environment friendly, packaging, innovative, quality, brand value, and dependent variable is purchase intention. A mixed result is observed regarding perceptions towards green products. Thus, based on such findings, no such generalization can be made and have to consider heterogeneity among culture, demographic, geographical variables, which varies from place to place.
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Introduction

During the current period, both consumers as well as corporate houses are focusing on environmental issues and as a result, green products are also accelerating in the market domain. The corporate houses are now taking green marketing as their promotional strategies to reach more customers in the marketing mix coordinator in terms of several things like product, price, place and promotion. Concept of “green marketing” is a trend in various countries and according to Ottoman (1998), Polonsky (1994), Peattie (1992), the “green marketing” concept came from the perspectives of “sustainability”.

Straughan and Roberts (1999) opined that the concerns for environment have evolved through many phases. From early sixties it began with the “greening concept, concentrating on pollution and energy conservation”. After that increased social and political pressure- organizations have to shift the focus on recycling, packaging issues, redesigning the product, and developing alternative products. In nineties, concern for environment has become one of the most burning issues. Organisations from United States and Europe have realised that customers purchase decision will be on the basis of environmental considerations in future – this leads to future opportunity for green marketing. Today, green marketing, is also known as sustainable marketing and environmental marketing involve product or service designing, promoting that, fix up pricing and take care distribution as per the customers’ want and the need, with less environmental damage (Jain & Kaur, 2004).

Green marketing is a concept to protect the environment for the future generation and has an impact on the safety of the environmental. Due to growing concern of environmental protection, emergence of a new market is witnessed - which is the green market. Companies interested to cater this market, need to focus on green in all aspect of their business and consumers prefer those companies that have green compliance and are ready to pay higher price for that. Today green marketing is not a simple terminology but also is a marketing strategy with great future potentiality.

As per American Marketing Association green marketing is the marketing of products that are environmentally safe. This may be explained as- “holistic management process responsible for identifying, anticipating and satisfying the requirements of customers and society, in a profitable and sustainable way” (Peattie, 1995). A holistic and responsible strategic management process that identifies, anticipates, satisfies and fulfils stakeholder needs, for a reasonable reward, that does not adversely affect human or natural environmental well-being (Charter, 1992).

Most of the firms have started focusing on sustainable development framework which is regarded as green marketing and are environmentally friendly. Today managers may promote green marketing to earn profits and is able to satisfy customers’ needs, which, is now used by many companies to increase their competitive advantage due to concern over environmental issues.

At present the companies have to focus on the consumers’ needs and wants and on consumers want to recognize themselves with those companies that are green compliant and are willing to pay more. As result- green marketing is not only an environmental protection tool but also a marketing strategy (Yazdanifard & Mercy, 2011). Marketers need to provide training to their employees, especially their sales representative to give them knowledge regarding promotion of the green product effectively by clearly targeting to the consumers.

Key Terms in this Chapter

Environmentally Friendly: The term environmentally friendly is related to product sustainability and marketing, and referred to goods and services and follow guidelines and policies that claims minimal, or no harm on the environment.

Green Products: Green products are denoted as those products that are less detrimental to environment and human health than conventional products. Green products may be developed from recycled components or be manufactured through more energy-conservation, and will have less packaging. Green, environmental and eco-marketing are parts of the new marketing approaches today.

Convenience Sampling: Convenience Sampling is a type of non-probability sampling method. The sample is taken from a group of people easy to contact or to reach.

Kolkata: It is one of the four metropolitan cities in India.

Correlation: It is a statistical measure that captures the degree of associations between two variables. Positive correlation means the relation between the variables is direct and negative correlation means inverse relation between the two.

Packaging: Packaging is the blending of science, art and technology to protect products for distribution, storage, sale, and is used for government, business, institutional, industrial, and personal use.

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