CONSUMER ATTITUDE AND PERCEPTION TOWARDS ECO-FRIENDLY PRODUCTS IN CHENNAI CITY - WITH SPECIAL REFERENCE TO WOMEN
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1 Special Issue for International Conference on Business Research, Dept of Commerce, Faculty of Science and Humanities SRM Institute of Science & Technology, Kattankulathur, Tamilnadu. CONSUMER ATTITUDE AND PERCEPTION TOWARDS ECO-FRIENDLY PRODUCTS IN CHENNAI CITY - WITH SPECIAL REFERENCE TO WOMEN 1 KRISHNAVENI. K, 2 VAISHNAVI. K 1 Assistant Professor, Department of Commerce (SS), Ethiraj College for Women (Affiliated to University of Madras), Chennai, India 2 Assistant Professor, Department of Commerce (SS), Ethiraj College for Women (Affiliated to University of Madras), Chennai, India Abstract- Environment friendly, eco-friendly and green are marketing terms referring to goods and service which cause minimal or no harm upon the. Consumers are becoming more ecologically conscious and desirous of purchasing friendly i.e. eco friendly. The present study is an attempt to investigate consumer perception and attitude towards green or eco friendly among women population. The core idea of this study is to examine the attitude and awareness among people on the usage of eco friendly and how consumers would be helping the if they switch over to such. The data has been collected from 96 respondents of different areas. This paper identifies that consumers are not exposed enough to eco-friendly and suggests promoting and selling that are al friendly and function effectively. The pricing strategies adopted and the sources through which the can be made available should be consumer friendly. The paper suggests that the Indian market could be exploited more within consumer groups that have better al values. Keywords: Consumer Perception, attitude, eco-friendly INTRODUCTION Every consumer's understanding of what a can give them depends on how well the market has understood them. But eventually both are inter dependent on the other. The consumer needs are to be satisfied by the markets and markets needs to earn and sustain are undeniably on the hands of the consumer. Consumers have varying likes and dislikes. Their understanding of the creates an attitude which they exhibit during its purchase. One of the prime reasons for conducting market research is to understand consumer attitudes. Attitudes affect behaviour. In marketing, the desired behaviour is to purchase a or service. Marketers need to know what attitudinal barriers exist in purchasing so they can strategize how to encounter those obstacles through marketing activities. Perception refers to the awareness among the consumers with respect to a or a service; their idea or understanding of the same. Elements such as price, specifications, purchasing contracts and a customer s personal interpretation of a company s brand and reputation are all significant influences on a s overall performance and create a valuable perception. Eco-friendly are such that do not harm the either through its manufacture or consumption. With the growing importance given to protecting the, it is essential that consumers as well as marketers promote green marketing. In India women population have had greater influence on the purchase decision making of commodities. Since house hold management has been largely taken by women, it is ideal that they be the target population of our study. REVIEW OF LITERATURE The role of marketing has become a matter of discussion as lifestyles and consumption patterns in the industrialized world are a major originator of al damage. The core idea of green marketing is to create awareness among people on the al issues and how consumers would be helping the if they switch over to ecofriendly. Marketer should take initiative keeping in the mind that consumer are concerned and willing to do their bit towards protection through effective promotional strategies towards consumer and educate them on their usage and protection. Consumer Awareness and Perception towards Green Products: A Study of Youngsters in India by Sanjeev Kumar, Radha Garg and Anita Makkar (2012) identifies that marketers are the stakeholders in educating the consumers towards being a green consumer. According to the study conducted by Bhatia, Mayank and Jain, Amit on Green Marketing: A Study of Consumer Perception and Preferences in India (2013), the consumers had a positive influence on the purchase of ecofriendly based on the awareness created by marketing companies towards green marketing and had a positive impact on consumer persuasion to buy and prefer green over conventional. Eco-label is considered as a major tool in identifying eco-friendly FMCG. The study conducted by Nagaraju, B.,Thejaswini H.D on Consumers' perception analysis -Market awareness towards eco friendly FMCG -A case study of Mysore district (2014) showed they were identifying the eco-friendly FMCG through the eco-label and therefore it could be considered as a major tool for Environmental marketing. The personal consumption decision is of growing interest of firms in various fields and some firms have changed their corporate culture to be more ally responsible, and have developed eco-friendly consumer goods to meet the demand of conscious consumers. Consumer Perception Regarding Eco-Friendly Fast Moving Consumer Goods in India by Sachdev, S. and Mahna, V. (2014) lays emphasis on the usage of green household and personal care to promote a healthy and a green lifestyle. Eco-friendly are good for the and are also healthy for the consumers. Their quality and performance are better than the conventional. This is evident from the conclusion given by Sachdev, S. and International Journal of Research in Engineering, IT and Social Sciences Page 33
2 Mahna, V. (2014). in the study Consumer Perception Regarding Eco-Friendly Fast Moving Consumer Goods in India where media enabled the awareness of such and made them trustworthy. Consumer behaviour and impact of marketing communication persuade the consumer opt for green. This has been studied by Maheshwari, Dr. Shruti P, Awareness of Green Marketing And Its Influence on Buying Behaviour of Consumers: Special Reference To Madhya Pradesh, India (2014). This paper empathises consumer beliefs and attitude on protection and their purchasing behavior of eco-friendly it also focuses on the success of efforts put by marketers in bringing green brands awareness in consumer s mind. From the consumers point of view awareness place a major role for which the retailer and manufacturer should develop their self-interest to promote the usage of ecofriendly. The same has been indicated by Maheswari, R. and Sakthivel, G. in their research paper Customer s attitude and awareness towards green with reference to Coimbatore An analytical study (2015) Lack of investment in eco-friendly also hinders their influence and sale. The findings of the study conducted by Nagamani, M. and Navaneetha, B Perception of Sellers of Eco-Friendly Products An Analytical Study (2017) revealed that that the retailers have opined that majority of the consumers specifically identify eco-friendly and show their interest to pay more for eco-friendly. They also stated that there is lack of awareness among the consumers about eco-friendly available in market and high investment required for business is the most common problem they face. Green consumers are considered to be young, educated and of service class category. A Study on Consumers Perception towards Eco-friendly Products in Ahmedabad by Pillai, Preeti and Junare, S. O. (2016) reviled that the awareness about degradation and availability of eco-friendly to such class had a influence on their purchase of the same. Every human has the responsibility to protect nature and by the usage of eco-friendly and practising green marketing. But the awareness level on the usage of green among the people is very limited. This has been identified by Asha and Rathiha in their study Consumer Awareness towards Green Products (2017). OBJECTIVES OF THE STUDY To analyse the consumer awareness and attitude of consumer about the eco-friendly. To determine the association between attitude, perception and select demographic variables. RESEARCH METHODOLOGY Nature of Study An empirical study was conducted based on the survey method. Scope of the Study The scope of this study is confined to the female respondents with respect to Chennai City in the age of 18 years and above. Sources and Method of date Collection The primary data was collected through a structured questionnaire and secondary data was obtained from relevant books, journals and websites. Sample Size The sample size of this study is 96 using convenience non-probability sampling. HYPOTHESIS Association between Perception and Age H 01 : There is no association between Perception about eco- H 11 : There is an association between Perception about eco- Association between Perception and H 02 : There is no association between about eco-friendly and H 12 : There is an association between Perception about eco- Friendly and Association between Attitude and Age H 03 : There is no association between Attitude about eco- H 13 : There is an association between Attitude about eco- Association between Attitude and Employment status H 04 : There is no association between Attitude about eco- Friendly and H 14 : There is an association between Attitude about eco- Friendly and Sampling Procedure Female respondents aged above 18 years in different employment status and income level, having fluency in English language were chosen. Sampling Tools With the help of SPSS Package, analyses were done. To find out Association between attitude, perception and select demographic variables, ANOVA was used. The Hypothesis was tested at 5% level of significance. In order to provide better clarity weighted mean and percentages were used wherever necessary. LIMITATION The limitations of any behavioural and attitudinal study are present in this study too. This study is confined only to females in Chennai City. Any limitations applicable to the questionnaire are likely to be found in this study too. ANALYSIS AND INTERPRETATION Profile of the respondent: Table 1 Demographic Details Category Frequency Percent Age International Journal of Research in Engineering, IT and Social Sciences Page 34
3 > Total In Service Own Business Student Homemaker Total Monthly Family Income below Rs. 10, Rs. 10,000 Rs. 25, Rs. 25,000 Rs. 50, Rs. 50,000 Rs. 75, Rs. 75,000 Rs. 1,00, above Rs. 1,00, Total Table 3 - Sources of Information Sources of Information Percentage Rank Television Internet Ads Newspapers Magazine Friends / Relatives Super market Staff Seminar / Conferences The above table shows that the respondents ranked Television as the number one source of information to know about the eco-friendly followed by Internet Ads. Repeated advertising in Television and Internet have contributed for the same Motive of Usage of Eco-Friendly Products Table 4 Motive of usage Frequency of Purchase: Chart 1 Frequency of Purchase The above bar chart states that more than half of the respondents (55.2%) buy eco-friendly regularly when needed followed by 27.2% who buy once a month. Usage of Eco-Friendly Products Table 2 - Usage of Eco-Friendly Products Usage Non Sr. no Product Category % Usage % 1 Organic Food Organic Clothes Cosmetics and personal care Electrical Appliances The above table shows that organic food (82.29%) and cosmetics and personal care (81.25%) have had the highest usage since the respondents were women and their knowledge on such has increased over time. SOURCES OF INFORMATION The above table shows that the respondents main motive of usage of eco-friendly is for their health concerns (60.4%). Environment protection (35.4%) ranked second, where least importance was given for the status of the individual. 3. Perception about the Eco Friendly Products Table 5 Perception 4. Options Wt. Mean Rank Eco-friendly are healthy quality/performance than conventional Eco-friendly have a good taste and/or good smell Eco-friendly have reasonable price Eco-friendly are well promoted Eco-friendly are accessible/available in the supermarket From the above table, it can be observed that the respondents were aware about the fact that the eco-friendly are good for the and health. But they feel that they are not available at the reasonable price and they the are not advertised effectively. Attitude about the Eco-friendly : Table 6 - Attitude International Journal of Research in Engineering, IT and Social Sciences Page 35
4 Options Wt. Mean Rank Eco-friendly are healthy I appreciate the package/design of ecofriendly quality/performance than conventional I understand the information on ecofriendly packaging Eco-friendly have a good taste and/or good smell I am willing to pay a premium price for an eco-friendly (e.g +10%) Eco-friendly have reasonable price I believe in the eco-friendly advertising Eco-friendly are well I easily find eco-friendly in a promoted supermarket Eco-friendly are I hear and I pay attention to my accessible/available in the friends/family opinion concerning ecofriendly supermarket I recommend eco-friendly to my From the above table it can be seen that there is an friends/family From the above table, it can be observed that the respondents are willing to recommend the eco-friendly to their near ones based on their usage provided they are easily available. On the other hand the consumers are not interested in paying a higher price for the same. HYPOTHESIS TESTING To determine the association between the attitude, perception and select demographic variables, ANOVA has been used at 5% level of significance. Association between the Perception and the age of the respondents: Eco-friendly are used by people of all age groups. Hence an attempt has been made to determine the association between perception and the age of the respondents. Table 7 - Association between Perception and Age Eco-friendly are healthy quality/performance than conventional Eco-friendly have a good taste and/or good smell Eco-friendly have reasonable price Eco-friendly are well promoted Eco-friendly are accessible/available in the supermarket From the above table it can be seen that there is no association between the age and perception of the respondents. This is because there is no discrimination as to age with respect to the awareness created as promotion is uniform. Association between Perception and Table 8 - Association between Perception and association between the employment status and the perception with respect to the price of the as they may be priced high or low and the availability of money is vital. Association between Attitude and Age Table 9 - Association between Attitude and Age I appreciate the package/design of eco-friendly I understand the information on eco-friendly packaging I am willing to pay a premium price for an ecofriendly (e.g +10%) I believe in the eco-friendly advertising I easily find eco-friendly in a supermarket I hear and I pay attention to my friends/family opinion concerning eco-friendly I recommend eco-friendly to my friends/family From the above table it can be seen that there is an association between age and the attitude of the respondent with respect to opinion of the friends and family. This is because irrespective of the age, consumers get easily influenced by the opinion of the others. Association between Attitude and Employment status Table 10 - Association between Attitude and Employment status I appreciate the package/design of eco-friendly I understand the information on eco-friendly packaging I am willing to pay a premium price for an eco-friendly (e.g +10%) I believe in the eco-friendly advertising I easily find eco-friendly in a supermarket I hear and I pay attention to my friends/family opinion concerning eco-friendly International Journal of Research in Engineering, IT and Social Sciences Page 36
5 I recommend eco-friendly to my friends/family From the above table it can be seen that there is no association between employment status and the attitude of the respondent. Since the promotion of eco-friendly is uniform through all strata of the society, the employment status of the respondents does not influence their attitude towards the purchase of the same. FINDINGS AND CONCLUSION 55.2% of the respondents buy eco-friendly regularly when needed followed by 27.2% who buy once a month % of the respondents use the cosmetics and personal care. Television has been ranked as the number one source of information about eco-friendly. Main motive of usage of eco-friendly is for the health concerns (60.4%). The respondents were aware about the fact that the eco-friendly are good for the and health. The respondents are willing to recommend the ecofriendly to their near ones based on their usage provided they are easily available. There is no association between the age and perception of the respondents. There is an association between the employment status and the perception with respect to the price of the. There is an association between age and the attitude of the respondent with respect to opinion of the friends and family. There is no association between employment status and the attitude of the respondent. CONCLUSION Eco-friendly help develop a societal responsibility among consumers and motivate them to purchase such commodities. This perception of the consumers makes them conscious of what harm other conventional could do. But the price variations incorporated by the marketers may force the consumers to choose conventional over the eco-friendly as the former is affordable. Hence, consumers become more dependent on the price fluctuations, promotional strategies, availability and word of mouth for their purchase. Ultimately, even though the consumers are interested in buying eco-friendly and showcase their responsibility, such factors as mentioned above may hinder their purchase decisions. Multidisciplinary Research and Development 2015; Vol 2(1): Pg Pillai, Preeti and Junare, S. O. A Study on Consumers Perception towards Eco-friendly Products in Ahmedabad, International Journal of Research in IT and Management (IJRIM), Vol. 6 Issue 7, July 2016, pp. 14~28 5. Subooh, Yusuf and Zeenat, Fatima, Consumer Attitude and Perception towards Green Products, The International Journal of Indian Psychology, Volume 2, Issue 3 6. Kharde, Swapnil D. Indian Scenario of Green Marketing, Journal for Research, Volume 02, Issue 01,March Bhatia, Mayank and Jain, Amit Green Marketing: A Study of Consumer Perception and Preferences in India, Electronic Green Journal, Jan Sachdev, S. and Mahna, V. (2014). Consumer Perception Regarding Eco-Friendly Fast Moving Consumer Goods in India, International Journal of Engineering, Business and Enterprise Applications (IJEBEA). 9(1) Nagaraju, B. Thejaswini H.D, Consumers' perception analysis -Market awareness towards eco friendly FMCG -A case study of Mysore district OSR Journal of Business and Management (IOSRJBM, Volume 16, Issue 4. Ver. V (Apr. 2014), PP Maheshwari, Dr. Shruti P, Awareness of Green Marketing And Its Influence On Buying Behavior Of Consumers: Special Reference To Madhya Pradesh, India AIMA Journal of Management & Research, February 2014, Volume 8 Issue 1/4, ISSN Kumar, Sanjeev and et all, Consumer Awareness and Perception Towards Green Products: A Study of Youngsters in India International Journal of Maketing & Business Communication, Volume 1 Issue 4 October Asha, P. and Rathiha, R. Consumer Awareness towards Green Products 13. Suganya, D. & Kavitha, S. Study On Consumer Awareness Towards Eco Friendly Products At Coimbatore, International Journal of Current Research and Modern Education (IJCRME), Volume 2, Issue 1, 2017 REFERENCES 1. Nagamani, M. and Navaneetha, B. Perception of Sellers Of Eco-Friendly Products An Analytical Study, International Journal of Management Studies, ISSN(Print) ISSN (Online) Maheswari, R. and Sakthivel, G. Customer s attitude and awareness towards green 3. with reference to Coimbatore An analytical study, International Journal of International Journal of Research in Engineering, IT and Social Sciences Page 37
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