Preview

Consumer Attitude toward Green Purchases

Powerful Essays
Open Document
Open Document
2133 Words
Grammar
Grammar
Plagiarism
Plagiarism
Writing
Writing
Score
Score
Consumer Attitude toward Green Purchases
Consumer Attitude towards ‘Green’ Purchases

*Tanushree Shrivastava
Research Scholar(IIPS, DAVV, Indore)
Mobile 9926248388 moonskiess@yahoo.com **Dr. Preeti Singh
Reader, IIPS, DAVV, Indore
Mobile 9425349044 purnima4@rediffmail.com Abstract

The Theory of Planned Behavior, based on the value – attitude – behavior hierarchy, has been proven as a reliable instrument for measuring green purchasing behavior. This study examines the application of a sub-section of Theory of Planned Behavior, namely the measurement of Attitudes towards Green Purchases of management students in Jabalpur City. Ecological affect has a greater impact on their attitude formation than does Ecological Knowledge. To check if this is also true for these consumers, management students (n=41) were surveyed to measure their ecological affect, ecological knowledge and attitudes towards green purchases. Students with high ecological affect showed a statistically significant difference on their attitudes towards green purchases score than the students with low ecological affect. Ecological knowledge level did not show a significant difference in attitudes towards green purchases. Differences between ecological knowledge and ecological affect and suggestions for future research are discussed.

Keywords: Planned Behaviour, Green Awareness, Green Purchase, Ecological Knowledge, Purchase Attitude.

Consumer Attitude towards ‘Green’ Purchases
Introduction
Sustainable energy, organic food, green technology and green products are buzzwords in popular culture, consumer publications and business school course outlines today. Both government and market researchers alike have been studying the reasons consumers purchase green products or make other environmentally friendly decisions. Providing for the environmental concerns of customers is a win-win strategy for the planet and the firm. Green consumers have been shown to be willing to pay a
Continue Reading
View Writing Issues

You May Also Find These Documents Helpful

  • Powerful Essays

    AMB 201 Market Research
    • 3990 Words
    • 16 Pages

    AMB 201 Market Research

    AMB 201 Marketing and Audience Research Marketing Research Report on environmentally friendly purchase behaviour Word Count: 3000 Words (including tables, figures, references and appendix) TABLE OF CONTENT Executive Summary 1 1. Introduction and Background 2 1.1 Importance of the research 2 1.2 Scope 2 1.3 Research problem 2 1.4 Aims and Objectives 3 2. Methodology 4 2.1 Methodological considerations and assumptions 4 2.2 Sample considerations 4 2.3 Data collection and framework, and analytical considerations 4 3. Ethical Considerations 5 4. Analysis 6 4.1 Descriptive Statistics 6 4.1.1 Gender 6 4.1.2 Age 7 4.1.3 Qualification 9 4.2 Regression Analysis 10 4.2.1 Regression of personal values on…

    • 3990 Words
    • 16 Pages
    Powerful Essays
    Read More
  • Powerful Essays

    Assessment Task 1 2
    • 2844 Words
    • 13 Pages

    Assessment Task 1 2

    Initiate and implement the ‘Go Green’ project to promote the sustainability features of our products to customers…

    • 2844 Words
    • 13 Pages
    Powerful Essays
    Read More
  • Powerful Essays

    Terracycle: Case Study - Worm Boy
    • 2523 Words
    • 11 Pages

    Terracycle: Case Study - Worm Boy

    Current trends indicate that the public at large are shifting toward more environmentally sustainable products. Given the change in consumer attitude with respect to sustainability and the environment, retailers will need to rethink their product, marketing and selling strategy in order to maximum profit and stay in business.…

    • 2523 Words
    • 11 Pages
    Powerful Essays
    Read More
  • Powerful Essays

    Adoption of Strategic Total Quality Management Philosophies
    • 6625 Words
    • 27 Pages

    Adoption of Strategic Total Quality Management Philosophies

    Some of the challenges currently faced by industry include: • Marketing of “green”, or environmentally safe, products. The environmental movement has become a global institution. Consumers are concerned about the possible negative impact that products or processes have on the environment. They do not want to be perceived as contributing to the problem and therefore, many will not patronize companies which they believe are producing environmentally unsafe products. Madu and Kuei[6,7] note that environmental quality has become a critical competitive element in business.…

    • 6625 Words
    • 27 Pages
    Powerful Essays
    Read More
  • Better Essays

    Research Paper: Marriott Hotels, Resorts, and Suites
    • 1318 Words
    • 6 Pages

    Research Paper: Marriott Hotels, Resorts, and Suites

    Yaacob, M. R., & Zakaria, A. (2011). Customers ' awareness, perception and future prospects of green products in pahang, malaysia. The Journal of Commerce, 3(2), 1-1. Retrieved from http://search.proquest.com/docview/898704946?accountid=35796…

    • 1318 Words
    • 6 Pages
    Better Essays
    Read More
  • Powerful Essays

    Segmentation and Target Market
    • 1822 Words
    • 8 Pages

    Segmentation and Target Market

    McCarty, J. A., Shrum, L.J., & Lowrey, T. M. (2010, May). Psychographics. Green Consumerism: An A to Z Guide, (), 365-368. doi:http://knowledge.sagepub.com.ezproxy.apollolibrary.com/view/greenconsumerism/SAGE.xml…

    • 1822 Words
    • 8 Pages
    Powerful Essays
    Read More
  • Powerful Essays

    Green Washing and Its Effects on Consumer Perspectives
    • 3489 Words
    • 14 Pages

    Green Washing and Its Effects on Consumer Perspectives

    References: Bansal, P., & Roth, K., 2000. Why companies go green: A model of ecological responsiveness.…

    • 3489 Words
    • 14 Pages
    Powerful Essays
    Read More
  • Good Essays

    the false promise of green consumerism
    • 747 Words
    • 3 Pages

    the false promise of green consumerism

    Thesis statement: Of course green consumerism helps the world greatly against pollution, degradation, destruction of natural resources and global warming, however the false promise of such consumerism will lead to their vast spreading, and increase in their affective power.…

    • 747 Words
    • 3 Pages
    Good Essays
    Read More
  • Better Essays

    Going Green and Economics
    • 1870 Words
    • 8 Pages

    Going Green and Economics

    Within the past decade, products and services that are environmentally friendly have become progressively more popular in the news and on television. To many the term has been dubbed “going green” this change in the public’s awareness of our impact on the environment has affected many aspects of advertising, economics, politics, business, and even in some situations everyday life. With any situation there are always positive and negative effects that take place, the question is whether or not the green movement has a positive or negative implication on our economy and our environment.…

    • 1870 Words
    • 8 Pages
    Better Essays
    Read More
  • Satisfactory Essays

    research paper
    • 314 Words
    • 2 Pages

    research paper

    According to source 3, consumers are 58 percent more likely to purchase products or services from a company that is mindful of its impact on the environment and society. Even for those companies that do not specialize in eco-friendly products or services, experts say their efforts to launch an environmentally friendly campaign could not only help reduce energy use and operating costs, but it could also attract environmentally conscious consumers who remain appreciative of companies that have made the first step in reducing their carbon footprints. Again source 3 lists the advantages of going green for the private sector citizens who are trying to start businesses of their own. By going green small, businesses will have a competitive edge over their bigger competitors.…

    • 314 Words
    • 2 Pages
    Satisfactory Essays
    Read More
  • Good Essays

    Going Green
    • 856 Words
    • 3 Pages

    Going Green

    Aside from the cost savings consumers can experience, the impact going green has on the environment helps promote a second example of consumer benefit; sustainability. Through efforts to promote sustainability by improved environmental actions all industries can help extend the supply of our natural resources. Consumers will benefit for centuries to come if current sustainability measures help ensure future generations’ ability to produce to…

    • 856 Words
    • 3 Pages
    Good Essays
    Read More
  • Better Essays

    Firstgroup Plc Case Study
    • 1272 Words
    • 6 Pages

    Firstgroup Plc Case Study

    Society’s habits are getting altered and people’s outlook on environment awareness has been introduced which has made them become ‘green consumers’ who basically prefer any goods…

    • 1272 Words
    • 6 Pages
    Better Essays
    Read More
  • Satisfactory Essays

    Green Marketing Contributes Precious Little to Sustainability: True or False? Discuss
    • 583 Words
    • 3 Pages

    Green Marketing Contributes Precious Little to Sustainability: True or False? Discuss

    Green marketing is defined as the marketing of products that are presumed to be environmentally safe. Green marketing incorporates various activities like modifying products, changing the production process, changing the packaging and also modifying advertising. In other words green marketing is on meeting the needs of consumer with the minimal environmental impact so as to create a good image of environmental sensitivity that is actually related to the environmental attributes of goods and services (Brueckner 2010, 69). The purpose of this essay is to see whether green marketing is contributing little or a lot to sustainability and a conclusion will be drawn.…

    • 583 Words
    • 3 Pages
    Satisfactory Essays
    Read More
  • Good Essays

    Green Building Concept by Indian Corporate Sector”
    • 1230 Words
    • 5 Pages

    Green Building Concept by Indian Corporate Sector”

    Design/methodology/approach – Many people believe that green marketing refer solely to the promotion or advertising of products with environmental characteristics. Generally terms like Phosphate Free, Recyclable, Refillable, ozone friendly, and Environmental Friendly, are some of the things consumers most often associate with green marketing. In general, green marketing is a much broader concept that can be applied to consumer goods , industrial goods and even services. This paper makes an attempt to focus on need for “go green” by Indian corporates and every consumer at large. The research tried to evolve the measures that can be adopted to keep nation green and planet green in Toto, through 3 R’s with emphasis on select service sectors.…

    • 1230 Words
    • 5 Pages
    Good Essays
    Read More
  • Powerful Essays

    Consumer Purchase Behaviour Towards Green Products Case Study
    • 784 Words
    • 4 Pages

    Consumer Purchase Behaviour Towards Green Products Case Study

    To analyze the influence of consumer’s attitude on purchase behaviour towards green products, the multiple regression analysis has been used and the results are presented in Table-4.…

    • 784 Words
    • 4 Pages
    Powerful Essays
    Read More

Related Topics