DETERMINANT ATTRIBUTES OF GREEN PRODUCTS

Transcription

1 DETERMINANT ATTRIBUTES OF GREEN PRODUCTS DR. SURYA RASHMIRAWAT ASSOCIATE PROFESSOR SYMBIOSIS LAW SCHOOL, PUNE, SYMBIOSIS INTERNATIONAL UNIVERSITY, PUNE , MAHARASHTRA (INDIA). ABSTRACT Global warming, pollution and energy crisis in the world are taking a toll over life. Environmental degradation today is the greatest cause of concern for research scholars, corporate and the citizens of Earth. In order to control it, if we slow down the industrial growth, how do we feed & fulfill the demands of population? At the same time how far can one justify the depletion of natural resources in the name of growth! In this scenario Green Marketing has come as a boon to the marketers as it can prevent the further environmental degradation without preventing industrial growth. Through this paper an attempt has been made to understand green marketing, green products and their determinant attributes. The research is based on primary as well as secondary data. The Primary data was collected from Pune, India, through a questionnaire survey conducted over a sample of 400 people belonging to four different Age & Income groups. Towards the end, the researcher discovered the determinant product attributes for green products. KEY WORDS: Green Marketing; Green products; Consumer Preference; Green product attributes; conventional products 1.1 Introduction The significant changes in the climatic conditions are casting serious implications over the demography & the socio-legal environment of the globe. It is gradually shifting the buyer s consumption pattern from unsustainable to sustainable and his buying behavior from antienvironmental products to eco- friendly products. This transformation is compelling corporates to re-design their marketing mix so as to have minimum detrimental effect on environment. The rapid increase for environment concern in last two decades has given a clear and loud signal to the organizations that the only way to survive in present competition is to adopt green in the core of their respective strategies. 193

2 2.1 Review of Literature In the bid to identify the Determinant Attributes of Green Products,literature reviewis pivoted around the study of definition of green marketing, green products and the consumer spreference towards green products Green Marketing According to the American marketing association, Green Marketing is the marketing of products that are presumed to be environmentally safe. According to Michael J. Polonsky, Alma T. Mintu-Wimsatt(1995), Green Marketing involves developing good quality products that can meet consumer wants by focusing on the quality, performance, pricing and convenience in an environment-friendly manner. Ottman, J. A, et. al. (2006) opined that improved environmental quality and customer satisfaction are the two basic objectives that Green Marketing must satisfy. According to Surya s 6-D definition of Green Marketing, Green Marketing is the process of drawing, developing, distributing and decomposing of a product by satisfying all desires of customers in an eco- friendly manner so as to cause minimum damage to the environment. (Rawat S.R., 2013) Green Product Shamdasami et al., (1993) defined Green Product as the product that will not pollute the earth or deplore natural resources, and can be recycled or conserved. It is a product that has more environmentally sound content or packaging in reducing the environmental impact. In other words, Green Product refers to the product involving three R s viz, Recycle, Reduce and Reuse. Green Product is also known as ecological product, environmental friendly productand organic product.according to Organic.org (2011), organic produce and other ingredients are grown without the use of pesticides, synthetic fertilizers, sewage sludge, genetically modified organisms, or ionizing radiation. Animals that produce meat, poultry, eggs, and dairy products without taking antibiotics or growth hormones also fall under this category Consumer Perception towards green products Now let s find out as to what extent do these attributes matter the buyer?the informational cues associated with the product, gives us the idea of quality of a product and service. According to Schiffman and Kanuk (2004), Consumers perceive the quality of products by using the physical characteristics of the product itself, such as size, color, flavor, or aroma. In the absence of any actual experience with a product, consumers often evaluate quality based on its external elements, such as price, and the image of the store carrying the product. Mowen and Minor (2006) indicated that the perceived value of a brand is output of impact of combined consumers perceived quality and perceived price. Therefore it s not wrong to say, that perceived value is defined by the trade-off between consumers perceived quality and perceived price. Even perceived risk has also been cited by some researchers as the contributor towards consumers purchase intention. Perceived risk is defined as a consumers perception of the decision turning negative. It s based on the possible negative outcomes and the probability of their occurrence. 194

3 2.2 Research Hypothesis On the basis of the Review of Literaturethe following hypotheses have been framed. H 1 0 = There is no significant difference in the buyers rating of different Product Attributes amidst the Green Product category. H 2 0 = There is no significant difference in the buyers rating of different Product Attributes amidst the Conventional Product category. H 3 0 = There is no significant difference between green and conventional products. H 4 0 = Cost, Convenience and Quality of a product matter consumers the most whilemaking buyer decision. 2.3 Objectives of the Study The objective behind this research is: To identify the determinant attributes of green products. To identify the determinant attributes of conventional products. To compare green products with conventional products and find out the difference if any. These objectives shall be achieved through acceptance and rejection of the Hypotheses mentionedunderparah 2.2 above. 2.4 RESEARCH METHODOLOGY Following research methodology was employed to meet the objectives of research in hand. It consists of research design, sampling procedure, data collection methods and tools for statistically validating the research findings to arrive at pertinent and statistically validated conclusions and recommendations Research Design The researcher has used descriptive research design to define the answers to who, what, when, where, why and how of the different aspects of consumer s preference towards Green Products amongst the sample. The research is based on primary data, collected through a survey over a sample of 400 women in Pune, Maharashtra India. The respondents were selected through stratified sampling method. Data was collected through a questionnaire and in depth interviews with the sample. Secondary data in the form of articles published in books, journals, magazines, research papers, newspapers and reports has also been used Sampling Plan The study in hand has been explained under two heads, the universe and sample Universe and Sample Considering the nature of study the researcher has set two tier universes. 195

4 (i) Territorial Universe: For the purpose of study the territorial universe is city of Pune having a geographical area of 700 square kilometers with an estimated population of 6 million. Pune is recognized as A class city and is 8 th largest city in India. (ii) Special Universe: The special universe comprised of women in Pune belonging to four different categories i.e., Executives, Academicians, BPO Workers and House Wives Sample The sample used in survey had following characteristics. Sample Size: 400 women in Pune Composition of sample: The women in four different categories i.e. House Wives, Executives, Academicians, and BPO workers in the proportion of 25% each. o Income Group: Sample had equal proportion of four different income groups with 1 st income group of less INR 300,000 annual income, 2 nd group of INR ,000 annual income, 3 rd income group of INR 5-800,000 annual income and 4 th income group of INR 8 1,200,000 annual income. o The age groups of the sample ranged from years as the first group, years as second group, as third income group and 45 plus as the fourth group Sample Size Determination The determination of sample size was done on the following two bases. a. Online Calculation of Sample Size 1 Following values were filled in online: Confidence interval=5 Confidencelevel =95% Population= The online calculator gave 384 as the value for sample size b. Sample size for research activities 2 To verify the sample size the table formulated by Robert V. Krejcie and Daryle W. Morgan(1970)for calculating Sample size for research activities was also referred. This table also recommends that optimum number of respondents for a population of 6,000,000 at 95% level of confidence should be 384. However the researcher has collected data from 400 customers in Pune city Data Collection Method In this research an analytical survey was conducted to investigate factors that affect green behavior. The study was based on a survey conducted over the sample. The survey was piloted on 25 respondents followed by a final survey of 400 women. The survey was written in two languages; English and Hindi. The researcher has used both primary and secondary sources of data collection Robert V. Krejcie and Daryle W. Morgan (1970).Educational and Psychological Measurement, Determining sample size for research activities, 1970, 30,

5 2.4.5 Data Analysis The filled in questionnaire were numbered serially and checked for consistency of data. The questions and responses were codified. Quantitative data analysis was carried out. The data was represented in tabular, graphical form. Hypotheses were validated using the appropriate statistical tools. Data analysis was done through application of statistical tools such as factor analysis, OnewayANOVA test;post Hoc Test, T-Testand graphical representation by using SPSS (Statistical Package for Social Science for Windows V11.5). 3.1 Findings and Discussion On the basis of both primary and secondary information the researcher made some very significant observations which were further analyzed and interpreted through application of statistical tools. Features of green products On the basis of the secondary information we infer that Green Products promote clean air quality. They are durable and require low maintenance. These products are recyclable & reusable and are made of natural, renewable or environment friendly resources. They do not contain any ozone-depleting substance like Greenhouse gases or any other highly toxic compound. Their production process does not result in highly toxic by-products or waste products harmful to society and environment and above all these are Biodegradable. Analysis and interpretation of primary data On the basis of analysis and interpretation of primary data let sfind out if the Pune population with urban mind set, using or preparing to go in for green? If yes, than what are the attributes that matter them the most so that the product could be developed, distributed and promoted accordingly Product Attributes The findings of data came up with twelve attributes that generally matter a person while buying the products. First of all principal components of all the factors were calculated by employing Factor Analysis test over the attributes. Results of factor analysis as shown in the Tables T 3.1, 3.2 and 3.3 (refer appendix)reveal that though various factors influence the buyer behavior, the cost, easy access, value for Cost and Health concern are the principal components that matter them the most. Though quality didn t score well in the results of Principal Component Analysis but still on the basis of overall results we can accept the null hypothesis H 1D stating that Cost, Convenience and Quality of a product matter the consumers the most while making buyer decision. The survey revealed that people associate green with exorbitant cost and the marketers relate it with environment. The cause of concern is the fact that the market appears to be too much price sensitive and that too with very less to no concern for environment.now in this scenario if we have to motivate people to pay extra in the name of climate change, it s going to be a real herculean task. Status symbol was observed to have a significant impact over green buyer behavior. 197

6 3.1.2 Impact of Product Attributes over Buyer Behaviour The influence of various products attributes over buyer behavior while buying green as well as conventional products were separately calculated and studied through One-way ANOVA TEST. The results of One-way ANOVA TEST were also represented graphically. According to ANOVA test (refer appendix Tables T 3.4 and 3.5), all the product attributes having F values , , , , , , , , , , respectively had Sig. value equal to So is true for the F Values of Green Products, even their Sig. value too was equal to Thus the Null Hypothesis H 1A &H 1B were rejected at 0.05 level of test of significance. Consequently the Alternate hypothesis1 & 2 stating, There is a significant difference in the buyers rating of different Product Attributes amidst the Green Product category, & There is a significant difference in the buyers rating of different Product Attributes amidst the Conventional Product category, respectively stood accepted. The acceptance of alternate hypothesis arose the need to find out the significance between the two means. Thus, Post Hoc Test was also conducted. The results of Tables T 3.6 to T 3.17 depicting results of Post Hoc Tests (Multiple Comparisons)came up with quite optimistic results. The statistical analysis conducted at 95% of confidence level proved beyond doubts that the mean difference is significant at 0.05 levels Comparison of Green ProductAttributes with theconventional Ones After understanding that people rate different product attributes differently in each product category i.e., Green and Conventional products, now let s compare the two and see if there is any difference between them? This was done through application of T-Test. The results of Paired Samples Statistics (table T 3.18), Paired Samples Correlations (table T 3.19) and Paired Samples Test (table T 3.20), under T-Test reveal that the population does not perceive Green and Conventional Products as one and the same. The sig. value =0.00 for all the paired comparisons ie, Taste - Taste con., Cost - Cost Con, Status - Status Con, Easy Access - Easy Access Con., Health - Health Con, Quality - Quality Con., Eco Friendly - Eco Friendly Con., Freshness - Freshness Con., Value for Cost - Value for Cost Co, Convenience - Convenience Con, Post Consumption Value - Post Consumption Value Con., and Appearance - Appearance Con., under Paired Samples Test proved that at 0.05 level of Significance the H 1C stood rejected and the alternate hypothesis stating, There is a significant difference between the Green Products and the conventional products, was accepted Consumer s Perception towards Green and ConventionalProducts The graphical analysis (FIGURE 1) of the data tooclearly showed that as of now conventional products win over green products on various counts. The sample associated green products with taste, status, health, eco-friendly, freshness and the exorbitant cost. But the factor analysis of product attributes showed that except for health all other attributes scored comparatively low. It s a serious cause of concern and clearly shows that if marketers have to promote green than they will have to focus on other principal components such as cost, easy access, value for cost, p ost consumption use and convenience in use. 198

7 3.1.5 Strengths and Weaknesses of the Green Product We see that population has associated green with status symbol; it is this feature which should be made best use of while promoting green. We have to remember that people see green as an expensive alternative and that too with less post consumption value. Many feel that green is comparatively low on quality and hence low on value for cost; a feature Indian population is intensely in love with. It is perceived as environment friendly, but people are not fascinated by this feature. The reason behind this indifference could be the lack of awareness of causes and consequences of climate change and the role that Green Products can play in reducing down these consequences. So we see that on one side where characteristics like Taste, Status, Health, Eco-friendly and Freshness are its strength, the features like cost, easy access, value for cost, post consumption use, convenience in use and lack of awareness are its biggest weakness. In the light of these strengths and weaknesses, we know that educating masses regarding the causes and consequences of climate change and the role Green Products can play in mitigating these consequences will definitely create a lot of difference.we must note here that a synergistic effort from the side of corporate houses and the government will serve as an icing on the cake. 4.1 Conclusion In marketing, determinant attributes of a product are understood as those factors which determine why consumers buy products. These may vary from product to product. They include factors like quality, taste, texture, speed of service, value and cleanliness. These factors help consumers to make purchase decision by comparing offerings of different players in the market Analysis and interpretation of data reveals that though all the twelve factors identified as necessary product attributes on the basis of pilot survey viz, Health, Taste, Post Consumption Use, Status Symbol, Convenience, Quality, Eco- Friendly, Freshness, Value for Cost, Easy Access and Cost,very closely influence our buyer behavior but the cost, easy access, value for Cost and Health concern are the Determinant Attributes of any product and for successful acceptance of green products the green marketers will have to improve on these counts. 5.1 Recommendations Major challenge before implementation of green products is the lack of awareness, so the awareness drive should be spread with full might. Social advertising should be carried out on a large scale through various media to promote environment friendly practices and consumption of Green Products. Massive awareness drive should be spread around the globe educating people about the role that humans can play in preventing the environmental degradation through Green Marketing. People associate green with Exorbitant Cost. Many people are not worried about the excessive cost of the product but for the value they get for the cost. This has to be borne by the marketers that whatever they charge should be genuine and secondly should provide value to it. 199

8 The cause of concern is the fact that where on one hand the market appears to be too much price sensitive on the other hand the concern of people towards environment is third last in the series. But at the same time it has been observed that if we associate green with status symbol, the green will find a green road ahead. We understand that generally every buyer has intense liking for three major product attributes viz, cost, convenience and quality. Unfortunately the research reveals that majority of population perceives Green Products failing on all these counts. Therefore, Marketers will have to ensure that their products if not better are at least at par withthe conventional products with respect to Cost, Quality & Convenience. 6.1 Limitations and future scope: Lack of awareness of the topic was the biggest limitation. To overcome this flaw the researcher had to explain the definition of green products to majority of the sample. Surprisingly majority of them were either using these products or had the knowledge of such products without knowing their names as green products. The research in hand has been conducted in Pune. The results of the research may be verified in the other cities and villages of the country in the same or different age and income groups. 6.2 Managerial Implications The research has been conducted in Pune city, the BPO Hub and also the Oxford of east; therefore it truly has the representation of people from across India. Thus, the results so obtained can be extrapolated to the extent of being called the response of not just Pune but that of India. On the basis of above recommendations the businessmen can add the determinant attributes of green products as preferred by the population in their products and can reap good profit by serving the people and also the planet. Bibliography 1. Mowen, J. & Minor, M. (2006)Consumer behavior, a framework. Englewood Cliffs, NJ: Prentice-Hall. 2. Ottman, J. A. Edwin R. Stafford, and Cathy L. Hartman(2006) Avoiding Green Marketing myopia (June 2006) Environment, Volume 48, Number 5, pages Heldref Publications, 2006 at retrieved on 27th of Oct Polonsky, Jay. Michael, and T, Alma.WimsattMintu(Eds). (1995) Cleaning up Green Marketing claims: A practical Check list by Michael J. PolonskyEnvironmental Marketing, New York: Haworth Press.pg Rawat S.R. (2013) Consumer Behaviour towards Green Products,PhD thesis, Faculty of Commerce and Management Studies, Himachal Pradesh University, Shimla -5. p

9 5. Robert V. Krejcie and Daryle W. Morgan (1970) Determining sample size for research activities, Educational and Psychological Measurement, 1970, 30, Schiffman, L. &Kanuk, L. (2004)Consumer behavior, Englewood Cliffs, NJ:Prentice-Hall. 7. Shamdasani, P., Chon-Lin, G. and Richmond, D. (1993) Exploring green consumers in an oriental culture: Role of personal and marketing mix,advances in consumer research, 20, Organic.org, 2011In Organic FAQ: What does organic mean. Retrieved August.19, 2011, from

10 Initial APPENDICES Table No. T 3.1 Factor Analysis Communalities Health Taste Reuse Status Convenience Quality Eco- friendly Freshness Value for cost Easy Access Cost Appearance Extraction Method: Principal Component Analysis. Table No. T 3.2 Total Variance Explained Extraction Initial Eigenvalues Extraction Sums of Squared Loadings Component Total % of Variance Cumulative % Total % of Variance Cumulative % E E E E E E Extraction Method: Principal Component Analysis. Table No. T 3.3 Component Matrix(a) Component 1 Health Taste Post Consumption Use Status Symbol Convenience Quality Eco- Friendly Freshness Value for Cost Easy Access Cost Appearance

11 Extraction Method: Principal Component Analysis. a 1 component extracted. Table No. T 3.4 ANOVA (Conventional Products)One-way Sum of Squares df Mean Square F Sig. Taste con. Between Groups Within Groups Total Cost Con. Between Groups Within Groups Total Status Con. Between Groups Within Groups Total Easy Access Con. Between Groups Within Groups Total Health Con. Between Groups Within Groups Total Quality Con. Between Groups Within Groups Total Eco Friendly Con. Between Groups Within Groups Total Freshness Con. Between Groups Within Groups Total Value for Cost Con. Between Groups Within Groups Total Convenience Con. Between Groups Within Groups Total Post Consumption Value Con. Between Groups Within Groups Total Appearance Con. Between Groups Within Groups Total

12 Table No. T 3.5 ANOVA (Green Products)Oneway Sum of Squares df Mean Square F Sig. Taste Between Groups Within Groups Total Cost Between Groups Within Groups Total Status Between Groups Within Groups Total Easy Access Between Groups Within Groups Total Health Between Groups Within Groups Total Quality Between Groups Within Groups Total Eco Friendly Between Groups Within Groups Total Freshness Between Groups Within Groups Total Value for Cost Between Groups Within Groups Total Convenience Between Groups Within Groups Total Appearance Between Groups Within Groups Total Post Consumption Value Between Groups Within Groups Total

13 Table No. T 3.6 Post Hoc Tests Multiple Comparisons 95% Confidence Interval Dependent Variable (I) Buyer Behaviour (J) Buyer Behaviour Mean Difference (I-J) Std. Error Sig. Lower Bound Upper Bound Taste (*) (*) (*) (*) (*) (*) (*) (*) Status (*) (*) (*) (*) (*) (*) (*) (*) (*) (*) (*) (*) (*) (*) (*) (*) Easy Access (*)

14 (*) (*) (*) (*) (*) (*) (*) Health (*) (*) (*) (*) (*) (*) (*) (*) Quality (*) (*) (*) (*) (*) (*) (*) (*) (*) (*) (*) (*) (*) (*)

15 (*) (*) Eco Friendly (*) (*) (*) (*) (*) (*) (*) (*) Freshness (*) (*) (*) (*) (*) (*) Value for Cost (*) (*) (*) (*) (*) (*) (*) (*) (*)

16 (*) (*) (*) (*) (*) (*) (*) Convenience (*) (*) (*) (*) (*) (*) (*) (*) (*) (*) (*) (*) (*) (*) Appearance (*) (*) (*) (*) (*) (*) (*) (*) (*) (*) (*) (*) (*) (*) Post Consumption Value (*) (*) (*)

17 (*) (*) * The mean difference is significant at the.05 level (*) Table No. T 3.7 Taste Homogeneous Subsets Subset for alpha =.05 Buyer Behaviour N Sig Means for groups in homogeneous subsets are displayed. a Uses Harmonic Mean Sample Size = b The group sizes are unequal. The harmonic mean of the group sizes is used. Type I error levels are not guaranteed. Table No. T 3.8 Status Subset for alpha =.05 Buyer Behaviour N Sig Means for groups in homogeneous subsets are displayed. a Uses Harmonic Mean Sample Size = b The group sizes are unequal. The harmonic mean of the group sizes is used. Type I error levels are not guaranteed. 209

18 Table No. T 3.9 Easy Access Subset for alpha =.05 Buyer Behaviour N Sig Means for groups in homogeneous subsets are displayed. a Uses Harmonic Mean Sample Size = b The group sizes are unequal. The harmonic mean of the group sizes is used. Type I error levels are not guaranteed. Table No. T 3.10 Health Subset for alpha =.05 Buyer Behaviour N Sig Means for groups in homogeneous subsets are displayed. a Uses Harmonic Mean Sample Size = b The group sizes are unequal. The harmonic mean of the group sizes is used. Type I error levels are not guaranteed. Table No. T 3.11 Quality Subset for alpha =.05 Buyer Behaviour N Sig Means for groups in homogeneous subsets are displayed. a Uses Harmonic Mean Sample Size = b The group sizes are unequal. The harmonic mean of the group sizes is used. Type I error levels are not guaranteed. 210

19 Table No. T 3.12 Eco Friendly Subset for alpha =.05 Buyer Behaviour N Sig Means for groups in homogeneous subsets are displayed. a Uses Harmonic Mean Sample Size = b The group sizes are unequal. The harmonic mean of the group sizes is used. Type I error levels are not guaranteed. Table No. T 3.13 Freshness Subset for alpha =.05 Buyer Behaviour N Sig Means for groups in homogeneous subsets are displayed. a Uses Harmonic Mean Sample Size = b The group sizes are unequal. The harmonic mean of the group sizes is used. Type I error levels are not guaranteed. Table No. T 3.14 Value for Cost Subset for alpha =.05 Buyer Behaviour N Sig Means for groups in homogeneous subsets are displayed. a Uses Harmonic Mean Sample Size = b The group sizes are unequal. The harmonic mean of the group sizes is used. Type I error levels are not guaranteed. 211

20 Table No. T 3.15 Convenience Subset for alpha =.05 Buyer Behaviour N Sig Means for groups in homogeneous subsets are displayed. a Uses Harmonic Mean Sample Size = b The group sizes are unequal. The harmonic mean of the group sizes is used. Type I error levels are not guaranteed. Table No. T 3.16 Appearance Subset for alpha =.05 Buyer Behaviour N Sig Means for groups in homogeneous subsets are displayed. a Uses Harmonic Mean Sample Size = b The group sizes are unequal. The harmonic mean of the group sizes is used. Type I error levels are not guaranteed. Table No. T 3.17 Post Consumption Value Subset for alpha =.05 Buyer Behaviour N Sig..120 Means for groups in homogeneous subsets are displayed. a Uses Harmonic Mean Sample Size = b The group sizes are unequal. The harmonic mean of the group sizes is used. Type I error levels are not guaranteed. 212

21 Table No. T 3.18 Paired Samples Statistics Mean N Std. Deviation Std. Error Mean Pair 1 Taste Taste con Pair 2 Cost Cost Con Pair 3 Status Status Con Pair 4 Easy Access Easy Access Con Pair 5 Health Health Con Pair 6 Quality Quality Con Pair 7 Eco Friendly Eco Friendly Con Pair 8 Freshness Freshness Con Pair 9 Value for Cost Value for Cost Con Pair 10 Convenience Convenience Con Pair 11 Post Consumption Value Post Consumption Value Con Pair 12 Appearance Appearance Con

22 Table No. T Paired Samples Correlations N Correlation Sig. Pair 1 Taste & Taste con Pair 2 Cost & Cost Con Pair 3 Status & Status Con Pair 4 Pair 5 Pair 6 Pair 7 Pair 8 Pair 9 Pair 10 Pair 11 Pair 12 Easy Access & Easy Access Con. Health & Health Con. Quality & Quality Con. Eco Friendly & Eco Friendly Con. Freshness & Freshness Con. Value for Cost & Value for Cost Con. Convenience & Convenience Con. Post Consumption Value & Post Consumption Value Con. Appearance & Appearance Con

23 Paired Differences Table No. T 3.20 Paired Samples Test Mean Std. Deviation Std. Error Mean 95% Confidence Interval of the Difference Lower Upper t df Sig. (2- tailed) Pair 1 Taste - Taste con Pair 2 Cost - Cost Con Pair 3 Status - Status Con Pair 4 Easy Access - Easy Access Con Pair 5 Health - Health Con Pair 6 Quality - Quality Con Pair 7 Eco Friendly - Eco Friendly Con Pair 8 Freshness - Freshness Con Pair 9 Pair 10 Pair 11 Value for Cost - Value for Cost Con. Convenience - Convenience Con. Post Consumption Value - Post Consumption Value Con Pair 12 Appearance - Appearance Con Consumer Perception of different Product Attributes with respect to Green and Conventional Products Green Products Conventional Products FIGURE 1 215