Consumer attitude towards green products: revisiting the profile of green consumers using segmentation approach

Abstract

PurposeOver the last few decades, there has been a substantial increase in environmentally conscious consumers' willingness to switch their preferences from mainstream products to green products. Hence, it becomes essential for academicians and marketers to understand the notion, attributes and a comprehensive profile of green consumers. Since consumer attitude towards green products is not widely studied in developing countries, the present study aims at exploring the profile of green consumers in India (Punjab State) based on the same in the Indian context.Design/methodology/approachThe study used the survey method, and a sample of 400 respondents was selected from the Punjab State of India. Initially, principal component analysis was employed to reduce the dimensions. Following this, cluster analysis was applied to segment consumer market in distinctive segments. Results of cluster analysis were validated with discriminant analysis and finally, differences amongst the segments of green and non-green consumers were examined to build on the profile of green consumers.FindingsThe study segmented the consumer market based on consumer attitude towards green products. Results of the study revealed four distinct segments. “Dynamic Green”, the largest cluster, presents truly green consumers who exhibit a positive attitude towards green products. Finally, the study highlighted the attitudinal profile of green and non-green consumers and differences amongst the segments were explained.Research limitations/implicationsSimilar study should be conducted in other developing/developed countries. Furthermore, cross-cultural studies can be undertaken to contrast consumer attitude towards green products. The study may also be extended to probe the connection between consumers' attitude and actual behaviour towards green products.Originality/valueThe study examined the role of consumer attitude towards green products in identifying the distinct segment of green consumers and determining different configurations of consumer characteristics to build on the profile of green consumers.

Impact of COVID-19 pandemic on consumer behavioural intention to purchase green products

“…Personal relevance and stress were also discovered to show a substantial impact on purchasing intentions and actual purchase behaviour [ 66 , 67 ]. Mehta and Chahal [ 68 ] discovered that the association between personal relevance and consumer readiness to buy products during COVID-19 was favourable. On the contrary, purchasing behaviour between utilitarian and hedonic products with nutrition benefits could be motivated by individual and behavioural characteristics such as stress, anxiety, and depression [ 69 ].…”

Environmental Stances and Lifestyle Preferences in Czechia: Generational Aspects and Socio-Demographic Implications

“…Among individuals who claim that they care about the environment (80% of the population), only a small fraction (about 20%) is willing to make additional efforts and change their daily habits in order to reduce environmental footprint and/or become environmentally neutral (Chwialkowska, 2019). Therefore, it is essential to understand the actual nature, attributes and comprehensive profiles of "green consumers" (Mehta & Chahal, 2021). Innovation strategies must be developed to help promote greener product alternatives and build a sustainable economy (Bowonder et al, 2010).…”

Marketing ethics education and consumer wisdom: conceptualizing the relationship

“…, 2021). For example, this is evident in consumers' shift in their consumption patterns through substituting conventional products with eco-friendly alternatives (Mansoor and Paul, 2022; Mehta and Chahal, 2021). This helps them get closer to their envisioned pictures of conscious lifestyles that are built on a foundation of ethical and responsible behavior (Jung et al.…”

“…"Flexibility" and "sustainability" are other dimensions of consumer wisdom that stem from consumers' drive to administer ethical behavior (Luchs et al, 2021;Ozanne et al, 2021). For example, this is evident in consumers' shift in their consumption patterns through substituting conventional products with eco-friendly alternatives (Mansoor and Paul, 2022;Mehta and Chahal, 2021). This helps them get closer to their envisioned pictures of conscious lifestyles that are built on a foundation of ethical and responsible behavior (Jung et al, 2016;Martin-Woodhead, 2021) which also taps on "responsibility" (Luchs et al, 2021;Ozanne et al, 2021).…”