A study on consumers perception for green products: An empirical study from India

Abstract

The last three decades have seen a progressive increase in worldwide environmental consciousness due to rising evidence of environmental problems. Environmental protection is increasingly becoming a necessity and part of a bigger agenda in the urbanising world of developing countries. Given the increasing deterioration of the environment, India as a developing country need to prevent pollution and preserve its natural resources. Environmental attitudes constitute a significant part of environmental consciousness. Therefore, this paper empirically investigates the attitude of Indian consumers towards the environment in general. A survey was developed and administered across India. A total of 162 Indian consumers responded completed the questionnaire. The present paper made an attempt to understand the factor that influences environment conscious behaviour for green products. The finding of the study would help government to better understand consumers' environment conscious behaviour, for developing effective environmental policies required to reinforce green purchase. Moreover, companies will have insight about how to profile green consumers in India, to develop effective messages that will functionally and emotionally appeal to their target customers.

Emerging versus developed economy consumer willingness to pay for environmentally sustainable food production: a choice experiment approach comparing Indian, Chinese and United Kingdom lamb consumers

“…A similar situation appears in the Indian context. While there are few studies estimating consumer WTP for environmentally sustainable food production (Mahapatra, 2013;Moser et al 2012), a considerable literature supports the view that Indian consumers are among the highest ranked according to environmental sustainability of their behaviour, preferring greener alternatives over non-green options (Ishaswini and Datta, 2011;Khan, 2012). This is consistent with expectations of green marketing growing in both practice and demand in India (Mishra and Sharma, 2010;Saxena and Khandelwal, 2010;Vernekar and Wadhwa, 2011;Shingrup, 2013;Mandal, 2013).…”

“…In a study of preferences for banana attributes Moser et al, (2012) found that consumers were WTP 27% more for bananas that had a low environmental impact, and 36% more for bananas that were pesticide free or 23% more if they were sprayed with bio-degradable pesticides. Mahapatra (2013) applied a non-specific generalised product framing when surveying consumers and found them WTP 5 to 10% more for goods that was produced using environmentally friendly production systems. Another M A N U S C R I P T…”

Environmental concern to attitude towards green products: Evidences from India

“…of the environment (Manaktola & Jauhari, 2007;Kilbourne & Pickett, 2008;Cheah & Phau, 2011). With regard to increasing environmental concerns, Indian consumers are on the same footing as global consumers (Jain & Kaur, 2004;Chitra, 2007;Mahapatra, 2013;Khan & Kirmani, 2014). According to Khan et al (2012), concern in India is mounting over an ever-growing list of environmental problems owing to increasing industrialisation as also pressure of growing population.…”

Analysing the Role of Consumer Ethnocentrism and Social Responsibility in the Preference of Ayurvedic Products

“…Thus, CSR may be found to be strong contributor to consumer preference for a brand. The research (Mahapatra, 2013) brought out that among the most important factors influencing consumers’ preference and willingness to pay for herbal products are personal benefits, availability, fairness of price, ease of use and concern for environment and health. In a recent research (Misra & Singh, 2016), positive correlations were found towards the readiness to pay for eco-friendly herbal products and environmental consciousness, certification involvement and its perceived importance.…”