STATISTICAL ANALYSIS ON CONSUMER S PERCEPTION TOWARDS CONSUMPTION OF GREEN PRODUCTS WITH SPECIAL REFERENCE TO CHENNAI CITY

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1 International Journal of Civil Engineering and Technology (IJCIET) Volume 9, Issue 11, November 2018, pp , Article ID: IJCIET_09_11_033 Available online at ISSN Print: and ISSN Online: IAEME Publication Scopus Indexed STATISTICAL ANALYSIS ON CONSUMER S PERCEPTION TOWARDS CONSUMPTION OF GREEN PRODUCTS WITH SPECIAL REFERENCE TO CHENNAI CITY S. Vennila Fathima Rani* Department of Commerce, VISTAS, Tamilnadu, Chennai, India S. Jayakani Department of Commerce, VISTAS, Tamilnadu, Chennai, India A. David Maxim Gururaj Mathematics Division, VIT, Tamilnadu, Chennai, India *Corresponding Author vennilafathimarani@gmail.com ABSTRACT Global environmental problems are growing day-by-day and the concern about environmental problems is also given importance by everybody. All environmental problems are generated by human-beings. So, there is great need to identify the consumers perception towards green products available in the society. The present study was an attempt to have insights of the consumers perception towards the consumption of green products using percentage analysis and ANOVA. The study helps the entrepreneurs to understand the perception of the consumer and formulate their strategies based on it. It further helps to sensitize the people towards environmental issues and help them modify their behaviour accordingly to consume green products and save the earth. A sample of 250 consumers who were using green products has been covered in the study and the results were highlighted using diagrams and tables. Key words: Consumers Perception, Statistical Analysis, Percentage Analysis, ANOVA, Green products, Green Marketing. Cite this Article: S. Vennila Fathima Rani, S. Jayakani and A. David Maxim Gururaj, Statistical Analysis on Consumer s Perception Towards Consumption of Green Products with Special Reference to Chennai City, International Journal of Civil Engineering and Technology (IJCIET) 9(11), 2018, pp editor@iaeme.com

2 Statistical Analysis on Consumer s Perception Towards Consumption of Green Products with Special Reference to Chennai City 1. INTRODUCTION The concept of green marketing is growing at a very fast rate. As the global environmental problems are growing day-by-day, the concern for environment is also rising. The global environmental issues appear in the popular press, magazines, television news shows and other forms of media. As the society becomes more concerned with the natural environment, businesses have also begun to modify their behaviour accordingly. Some businesses have been quick to accept concepts like environmental management systems and waste minimization and have integrated environmental issues into all organizational activities. One business area where environmental issues have received a great deal of discussion in the popular and professional press is marketing. Terms like "Green Marketing" and "Environmental Marketing" appear frequently in the popular press. Unfortunately, a majority of people believe that green marketing refers solely to the promotion or advertising of products with environmental characteristics. Global environmental problems are growing day-by-day and the concern about environmental problems is also given importance by everybody. All environmental problems are generated by human-beings. Hence, it is responsibility of all of us to get solution for environmental problems by modifying behaviour. So, there is great need to identify the consumer s perception towards green products available in the society. The present study is an attempt to have insights of the consumers perception towards the consumption of green products. It will be helpful to businesses to better understand the perception of the consumer and formulate their strategies based on it. With the help of this study, people shall be sensitized towards environmental issues and help them modify their behaviour accordingly to consume green products and save the earth. 2. REVIEW OF LITERATURE Parkash, A [1], studied about Green Marketing, Public Policy and Managerial Strategies. This paper focuses primarily on promoting products by employing claims about their environmental attributes or about firms that manufacture and / or sell them. Secondly, it focuses on product and pricing issues. The author also examines issues such as what needs to be greened (products, systems or processes), why consumers purchase/do not purchase green products and how firms should think about information disclosure strategies on environmental claims. Sachdev, S. [2], investigated about eco-friendly products and consumer perception. This study endeavours to explore why people do not buy environmentally friendly products by finding out which are the main constraints impeding them to translate their green intentions into actual purchase behaviour. Needless to say, paramount significance is going to be attached to eco-friendly products as they shall come to occupy the centre stage in coming years. Commensurate with that, there will be a shift in consumer perception albeit at a low pace in coming years. Patra, S. and Joshi, S. [3], studied the attitude towards the environment and green products. The authors concluded that individuals themselves are responsible for the damage to the environment and must take appropriate initiatives for its protection. Sanjeev Kumar, Radha Garg and Anita Makkar [4], have attempted to investigate consumer perception and purchase intention towards green products among youngsters in India. The data has been collected from 120 youngsters of different areas of NCR. The findings of the study reveal that 71 percent respondents perceive green products as environment friendly products while 12 percent respondents take it as energy saving products. Male respondents are more aware about green products and also consider it while making editor@iaeme.com

3 S. Vennila Fathima Rani, S. Jayakani and A. David Maxim Gururaj shopping in comparison to female respondents. Majority of the respondents are ready to pay percent more prices than the prices of non-green products. It was concluded that the consumers does not have environment concern only, but also have positive and high intentions to buy green products. The study has brought out interesting insight that, though consumer were environmentally concerned and ready to pay high yet they were not aware as to what constitutes environmentally friendly products. Hence, marketers need to consider efforts that are required to convert the environment concern into environmental consumption behaviour. Bikramjit Singh Hundal and Vikas Kumar [5], has studied the consumers perception towards green products in Amritsar by covering 100 graduates and postgraduates. The researcher tried to identify the customer perception towards eco-friendly products with the help of factor analytic approach. Seven factors are manipulated in this research paper which is Desire, Trustworthiness, Preference, Ethical, and Awareness, and Initiative, Social welfare for result. The study provides us with the conclusion that there is lack standardization to certify a product as organic unless some regulatory bodies get involved in providing the certification. A standard quality control board needs to be in place for such labelling and licensing. 3. OBJECTIVE OF THE STUDY To find the consumers perception towards consumption of green products offered in Chennai city. To find out the significant difference that exists among the demographic variables with regard to level of perception of the consumers. 4. METHODOLOGY OF THE STUDY Data: Primary data were used for the study. The data was collected through the issue of questionnaire. Sample: The data was collected from 250 consumers who were using green products Sampling technique: Convenient sampling technique was adopted to collect the data. Area of study: Chennai city were identified for data collection. Period of study: January 2018 to June Statistical tools applied: Percentage Analysis and ANOVA 5. RESULTS AND DISCUSSIONS Table 1 states the demographic profile of the Consumers who were selected for the study. Majority of the Consumers belong to 25 to 45 years, 52.4 of them are females, 32.8 of the Consumers have completed their Under graduation courses, 23.6 of them belong to other occupational category such as students, housewife etc., 35.6 of them earn monthly income of Rs to Rs and 61.2 of them are married people. Age Gender Table 1 Demographic profile of the consumers Demographic variables No of Consumers Percentage Less than 25 yrs yrs yrs Above 45 yrs Male Female editor@iaeme.com

4 Statistical Analysis on Consumer s Perception Towards Consumption of Green Products with Special Reference to Chennai City Educational Qualification Occupational status Income per month Marital status Up to School level UG PG Professional Others Government employee Private employee Business Professional Others Less than Rs Rs Rs Rs Rs Above Rs Single Married The above demographic profiles of the respondents that are presented in the form of a table are illustrated graphically with the help of pie chart for easy understanding of the scenario under study. Figure 1. Age of the Respondents Less than 25 yrs yrs yrs. Above 45 yrs It is evident from figure 1, that the majority of the respondents are between the ages of 25 years 45 years. It is a clear indication that people between these ages are very much concerned about their health and are also aware the adulteration in various food products. Figure 2. Gender of the Respondents Male Female editor@iaeme.com

5 S. Vennila Fathima Rani, S. Jayakani and A. David Maxim Gururaj Figure 2, shows male and female proportion is more over same among the respondents who participated in the current study. Moreover there is a increase of 4 in male population when compared to that of female. Figure 3. Educational Qualification of the Respondents Up to School level UG PG Professional Others Educational qualification of the respondents under study is present in figure 4. It is evident that majority of the respondents are graduates and above. It is clear from the above figure that there is a growing awarness about the green products among the learned community. Figure 4. Occupational Status of the Respondents Government employee Business Others 24 Private employee Professional It is illustrated from figure 4, that majority of the respondents are working either for a private firm are self employed. It is evident that people are more concerned about the environment issues prevelant nowadays and are eager use green products. Figure 5. Monthly Income of the Respondents Less than Rs Rs Rs Rs Rs Above Rs editor@iaeme.com

6 Statistical Analysis on Consumer s Perception Towards Consumption of Green Products with Special Reference to Chennai City Figure 5, depicts that most of the respondents earn between Rs Rs , which is a good indicator that most of the respondents prefer green products as a good health supplement. Figure 6. Marital status of the Respondents Single Married Marital status of the respondents is presented in figure 6. It is clear that majority of the respondents are married, which highlights the need for green products among the families of this decade. Table 2 states the consumers level of perception towards green products. The level of perception was measured using 10 statements. From the study it is clear that with regard to the statements I would like to buy green products because they are less polluting, I would prefer green products as they are energy consumption products, I prefer green products as a means of prestige in society, majority of 32.8, 29.6 and 30.0 percent of the consumers have strongly agreed to it; with regard to the statements I would like to buy as I need healthy environment around me, I would like to buy as it of better quality and safer, I am less attentive to green products as they are costly compared to non-green products, I would recommend other also to purchase green products in future and I would not participate in any of the societal activities / promotional activities towards awareness of green products majority of 33.6, 35.6, 34.8, 28 and 36.4 percent of the consumers have agreed to it; with regard to the statement I don t like to use green products as I am not interested in environment issues, majority of 30 percent of the consumers have neither agreed nor disagreed to it; with regard to the statement I would prefer green products as it gives positive attitude, majority of 26.4 percent each of the consumers have agreed as well as neither agreed nor disagreed to it. Table 2 Consumers level of perception towards green products Consumers level of perception Strongly Disagree Disagree Neither Agree nor Disagree Agree Strongly Agree Total No I would like to buy green products because they are less polluting I would like to buy as I need healthy environment around me. I would like to buy as it of better quality and safer. No No editor@iaeme.com

7 S. Vennila Fathima Rani, S. Jayakani and A. David Maxim Gururaj I am less attentive to green products as they are costly compared to non-green products. I would prefer green products as they are energy consumption products. I would recommend other also to purchase green products in future. I would prefer green products as it gives positive attitude. I prefer green products as a means of prestige in society. I don t like to use green products as I am not interested in environment issues. I would not participate in any of the societal activities / promotional activities towards awareness of green products. No No No No No No No ANOVA have been applied to test the significant difference between the demographic variables taken for the study and the level of perception towards green products available in the market at 5 level of significance. The demographic variables taken for the study are age, gender, educational qualification, occupational status, Income per month and marital status. Ho: There is no significant difference in the Level of perception towards green products available in the market among the demographic variables of the consumers Table 3 shows that at 5 level of significance, the significant value of Educational Qualification is As the significant value is less than 0.05, the null hypothesis is rejected and the result shows that there exists significant difference in the perception level of the consumers towards green products. The significant value of Age, Gender, Occupational status, Income per month and marital status are.541,.842,.393,.366 and.980. As the significant values are more than 0.05, the null hypothesis is accepted and the result shows that there exists no significant difference in the perception level of the consumers towards green products. Table 3 Demographic variables of the Consumers and Consumers, level of perception (ANOVA) Sum of Squares df Mean Square F Sig. Age Between Groups Within Groups Gender Between Groups Educational Qualification Within Groups Between Groups Within Groups editor@iaeme.com

8 Statistical Analysis on Consumer s Perception Towards Consumption of Green Products with Special Reference to Chennai City Sum of Squares df Mean Square F Sig. Age Between Groups Occupational status Income per month Within Groups Between Groups Within Groups Between Groups Within Groups Marital status Between Groups Within Groups CONCLUSIONS Customers are changing their perceptions towards the products preferring environment friendly products because there is a growing awareness to protect the environment. As resources are limited, it is important for the marketers to utilize the resources efficiently. Promotion and adoption of green products & technologies is necessary for conservation of natural resources and sustainable development. The study highlights that education plays a major part in the consumption of green products. The significant difference that shows between education and consumers perception level towards green products highlights that as people educate more they come to know the importance of consuming green products and save the earth. REFERENCES [1] Parkash, A. Green Marketing, Public Policy and Managerial Strategies. Journal of Business Strategy and Environment, 11, 2002, pp [2] Sachdev, S. Eco-Friendly Products and Consumer Perception. International Journal of Multidisciplinary Research, 1, 2011, pp [3] Patra, S. and Joshi, S. Attitude towards the Environment and Green Products: An Empirical Study. International Journal of Research in Computer Application & Management, 1, 2011, pp [4] Sanjeev Kumar; Radha Garg and Anita Makkar. Consumer Awareness and Perception towards Green Products: A Study of Youngsters in India. International Journal of Marketing & Business Communication, Volume 1 Issue 4, 2012, pp [5] Bikramjit Singh Hundal and Vikas Kumar. Consumer Perception towards Green products: A Factor Analytic Approach. Pacific Business Review International, Volume 7, Issue 10, 2015, pp editor@iaeme.com