A study on attitude of consumers towards eco-friendly products

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The present environmental awful conditions are ever more threatening consumer health and wellbeing at both globally and nationally. Therefore, consumers are becoming more sensitive in their environmental attitudes, perceptions, preferences and purchases.

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International Journal of Management (IJM) Volume 8, Issue 3, May– June 2017, pp. 116–126, Article ID: IJM_08_03_012 Available online at http://www.iaeme.com/ijm/issues.asp?JType=IJM&VType=8&IType=3 Journal Impact Factor (2016): 8.1920 (Calculated by GISI) www.jifactor.com ISSN Print: 0976-6502 and ISSN Online: 0976-6510 © IAEME Publication A STUDY ON ATTITUDE OF CONSUMERS TOWARDS ECO-FRIENDLY PRODUCTS N. ANIL KUMAR Ph.D. (Part-Time) Research Scholar Faculty of Management Studies ICFAI University Ranchi. Pin Code – 835 222 Jharkhand State Dr. MRIDANISH JHA UGC - NET (Management) Assistant Professor Faculty of Management Studies ICFAI University Ranchi. Pin Code – 835 222 Jharkhand State ABSTRACT The present environmental awful conditions are ever more threatening consumer health and wellbeing at both globally and nationally. Therefore, consumers are becoming more sensitive in their environmental attitudes, perceptions, preferences and purchases. The attitude of consumers is a mixture of her or his beliefs, feelings and buying plans towards eco-friendly products within the setting of marketing. The results reveal that 56.40 per cent of consumers viewed that the level of attitude towards eco- friendly products at moderate level followed by high level (26.68 per cent) and low level (17.02 per cent). There is significant difference between socio-economic profile of consumers and their attitude towards eco-friendly products except gender of consumers and attitude towards eco-friendly products. The producers should improve the design of eco-friendly products in order to attract consumers effectively. The marketers or retailers must place eco-friendly products in their shops in such a way, consumers are able to locate easily while buying. Key words: Attitude, Consumes, Eco-Friendly Products Cite this Article: N. Anil Kumar and Dr. Mridanish Jha, A Study on Attitude of Consumers Towards Eco-Friendly Products. International Journal of Management, 8(3), 2017, pp. 116–126. http://www.iaeme.com/ijm/issues.asp?JType=IJM&VType=8&IType=3 http://www.iaeme.com/IJM/index.as 116 editor@iaeme.com
N. Anil Kumar and Dr. Mridanish Jha 1. INTRODUCTION The present environmental awful conditions are ever more threatening consumer health and wellbeing at both globally and nationally. Therefore, consumers are becoming more sensitive in their environmental attitudes, perceptions, preferences and purchases (Sarigollu, 2009). The apprehension for environmental degradation has resulted in a new segment of consumers and these consumers have been identified as one who avoids products which are possible danger for health, damage the environment during production, use materials derived from threatened species or environment and cause unnecessary waste (Finisterra do Paço and Raposo, 2008). Environment-friendly or environmentally friendly or eco-friendly, (nature-friendly and green) are marketing and sustainability concept referring to goods and services, guidelines, laws and policies that claim decreased, minimal, or no harm upon the environment or ecosystems. The terminology eco-friendly is used to explain activities which are good for the environment. It is a short version of ecologically friendly or environmentally friendly or green used to illustrate alike activities. There are a variety of means in which activities can be eco- friendly, varying from products which are build in an environmentally friendly mean to creating changes in lifestyle that are planed to benefit the environment. The attitude of consumers is a mixture of her or his beliefs, feelings and buying plans towards eco-friendly products within the setting of marketing. The attitude of consumers is clearly rooted in value function when the baying decision revolves around the amount of efforts or happiness in brings. Attitude can be affected by so many factors external to the product features. The linearity of consumers of eco-friendly product depends on attitude with a differing level of self-confidence, belief, availability and accessibility. Thus, the attitude of consumers towards a eco-friendly product is the main factor for a positive and effective buying decision. Therefore, the present research is attempted to study attitude of consumers towards eco-friendly products in Kerala State. 2. METHODOLOGY The Kerala State is chosen for the present study and the consumers of eco-friendly products are chosen by using convenience sampling method. The data are gathered from 711 consumers of eco-friendly products through pre-tested structured questionnaire. To understand the socio- economic profile of the consumers of eco-friendly products and their level of attitude towards eco-friendly products, frequency distribution and percentage analysis are carried out. To examine the difference between socio-economic profile of consumers and their attitude towards eco-friendly products, the ANOVA (Analysis of Variance) has been applied. 3. RESULTS AND DISCUSSION 3.1. SOCIO-ECONOMIC PROFILE OF CONSUMERS OF ECO-FRIENDLY PRODUCTS The socio-economic profile of consumers of eco-friendly products was analyzed and the results are presented in Table-1. The results show that 53.73 per cent of consumers are males and the remaining of 46.27 per cent of consumers are females. It is observed that 38.40 per cent of consumers are in the age group of 26 – 35 years, 26.44 per cent of consumers are in the age group of 36 – 45 years, 14.91 per cent of consumers are in the age group of below 25 years, 12.23 per cent of consumers are in the age group of 46 – 55 years and 8.02 per cent of consumers are in the age group of above 55 years. The results indicate that 41.77 per cent of consumers have educational qualification of graduation, 34.04 per cent of consumers have educational qualification of post graduation, 9.99 http://www.iaeme.com/IJM/index.as 117 editor@iaeme.com
A Study on Attitude of Consumers Towards Eco-Friendly Products per cent of consumers have educational qualification of diploma, 9.28 per cent of consumers have educational qualification of higher secondary and 4.92 per cent of consumers have educational qualification of secondary. It is clear that 76.23 per cent of consumers are working in domestic places and the remaining of 23.77 per cent of consumers are working in foreign places. The results reveal that 37.27 per cent of consumers are in the monthly income of Rs.30,001 – Rs.40,000, 24.90 per cent of consumers are in the monthly income of Rs.20,001 – Rs.30,000, 18.28 per cent of consumers are in the monthly income of less than Rs.20,000, 12.80 per cent of consumers are in the monthly income of Rs.40,001 – Rs.50,000 and 6.75 per cent of consumers are in the monthly income of more than Rs.50,000. It is apparent that 77.64 per cent of consumers are married and the remaining of 22.36 per cent of consumers is unmarried. Table 1 Socio-Economic Profile of Consumers of Eco-Friendly Products Socio-Economic Profile Number of Consumers Percentage Gender Male 382 53.73 Female 329 46.27 Age Group Below 25 years 106 14.91 26 – 35 years 273 38.40 36 – 45 years 188 26.44 46 – 55 years 87 12.23 Above 55 years 57 8.02 Educational Qualification Secondary 35 4.92 Higher Secondary 66 9.28 Diploma 71 9.99 Graduation 297 41.77 Post Graduation 242 34.04 Place of Work Domestic 542 76.23 Foreign 169 23.77 Monthly Income Less than Rs.20,000 130 18.28 Rs.20,001 – Rs.30,000 177 24.90 Rs.30,001 – Rs.40,000 265 37.27 Rs.40,001 – Rs.50,000 91 12.80 More than Rs.50,000 48 6.75 Marital Status Married 552 77.64 Unmarried 159 22.36 3.2. CONSUMER’S ATTITUDE TOWARDS ECO-FRIENDLY PRODUCTS The consumer’s attitude towards eco-friendly products was analyzed and the results are presented in Table-2. http://www.iaeme.com/IJM/index.as 118 editor@iaeme.com
N. Anil Kumar and Dr. Mridanish Jha Table 2 Consumer’s Attitude towards Eco-Friendly Products Standard Attitude Mean Deviation I easily understand the information on eco-friendly packaging 4.24 0.49 I am pleased with the design of eco-friendly product 3.42 1.07 I trust in the information on package of eco-friendly products 4.07 0.84 I give attention on advertisements for eco-friendly products 4.09 0.80 I believe in the eco-friendly advertising 4.02 0.78 I easily locate eco-friendly products positioned in shops 3.40 1.12 I know where the eco-friendly products are displayed in shops 3.61 0.98 I give attention to the opinions of my family and friends about eco- 3.32 1.09 friendly products I am ready to pay premium price for eco-friendly products 3.70 0.84 I suggest eco-friendly products to others 4.11 0.63 The results show that the consumers are agreed with they easily understand the information on eco-friendly packaging, they trust in the information on package of eco-friendly products, they give attention on advertisements for eco-friendly products, they believe in the eco-friendly advertising, they know where the eco-friendly products are displayed in shops, they are ready to pay premium price for eco-friendly products and they suggest eco-friendly products to others, while, they are neutral with they are pleased with the design of eco-friendly product, they easily locate eco-friendly products positioned in shops and they give attention to the opinions of their family and friends about eco-friendly products. 3.3. SOCIO-ECONOMIC PROFILE OF CONSUMERS AND THEIR ATTITUDE TOWARDS ECO-FRIENDLY PRODUCTS The distribution of consumers on the basis of their attitude towards eco-friendly products was analyzed and the results are presented in Table-3. The responses of consumers for attitude towards eco-friendly products has been categorized into low level, moderate level and high level based on “Mean ± Standard Deviation (SD)” criterion. The mean is 37.97 and the SD is 4.99. Table 3 Distribution of Consumers on the Basis of their Attitude towards Eco-Friendly Products Level of Attitude Number of Consumers Percentage Low 121 17.02 Moderate 401 56.40 High 189 26.68 Total 711 100.00 The results indicate that 56.40 per cent of consumers viewed that the level of attitude towards eco-friendly products at moderate level followed by high level (26.68 per cent) and low level (17.02 per cent). 3.3. 1. GENDER AND ATTITUDE TOWARDS ECO-FRIENDLY PRODUCTS The relationship between gender of consumers and attitude towards eco-friendly products was analyzed and the results are presented in Table-4. http://www.iaeme.com/IJM/index.as 119 editor@iaeme.com
A Study on Attitude of Consumers Towards Eco-Friendly Products Table 4 Gender and Attitude towards Eco-Friendly Products Level of Attitude Gender Total F-Value Sig. Low Moderate High 70 213 99 382 Male (18.32) (55.76) (25.92) (53.73) .113 .737 51 188 90 329 Female (15.50) (57.14) (27.36) (46.27) 121 401 189 711 Total - - (17.02) (56.40) (26.68) (100.00) (The figures in the parentheses are per cent to total) Out of 382 male consumers, 55.76 per cent of consumers viewed the level of attitude towards eco-friendly products at moderate level, 25.92 per cent of consumers viewed the level of attitude towards eco-friendly products at high level and 18.32 per cent of consumers viewed the level of attitude towards eco-friendly products at low level. Out of 329 female consumers, 57.14 per cent of consumers viewed the level of attitude towards eco-friendly products at moderate level, 27.36 per cent of consumers viewed the level of attitude towards eco-friendly products at high level and 15.50 per cent of consumers viewed the level of attitude towards eco-friendly products at low level. The F-value of 0.113 is not statistically significant showing that there is no significant difference between gender of consumers and attitude towards eco-friendly products. Thus, the null hypothesis of there is no significant difference between gender of consumers and attitude towards eco-friendly products is accepted. 3.3.2. AGE GROUP AND ATTITUDE TOWARDS ECO-FRIENDLY PRODUCTS The relationship between age group of consumers and attitude towards eco-friendly products was analyzed and the results are presented in Table-5. Table 5 Age Group and Attitude towards Eco-Friendly Products Level of Attitude Age Group Total F-Value Sig. Low Moderate High 12 63 31 106 Below 25 years (11.32) (59.43) (29.25) (14.91) 47 185 41 273 26 – 35 years (17.22) (67.76) (15.02) (38.40) 29 75 84 188 36 – 45 years 2.382 .050 (15.43) (39.89) (44.68) (26.44) 18 47 22 87 46 – 55 years (20.69) (54.02) (25.29) (12.23) 15 31 11 57 Above 55 years (26.31) (54.39) (19.30) (8.02) 121 401 189 711 Total - - (17.02) (56.40) (26.68) (100.00) (The figures in the parentheses are per cent to total) Out of 106 consumers who are in the age group of below 25 years, 59.43 per cent of consumers viewed the level of attitude towards eco-friendly products at moderate level, 29.25 per cent of consumers viewed the level of attitude towards eco-friendly products at high level http://www.iaeme.com/IJM/index.as 120 editor@iaeme.com
N. Anil Kumar and Dr. Mridanish Jha and 11.32 per cent of consumers viewed the level of attitude towards eco-friendly products at low level. Out of 273 consumers who are in the age group of 26 – 35 years, 67.76 per cent of consumers viewed the level of attitude towards eco-friendly products at moderate level, 17.22 per cent of consumers viewed the level of attitude towards eco-friendly products at low level and 15.02 per cent of consumers viewed the level of attitude towards eco-friendly products at high level. Out of 188 consumers who are in the age group of 36 – 45 years, 44.68 per cent of consumers viewed the level of attitude towards eco-friendly products at high level, 39.89 per cent of consumers viewed the level of attitude towards eco-friendly products at moderate level and 15.43 per cent of consumers viewed the level of attitude towards eco-friendly products at low level. Out of 87 consumers who are in the age group of 46 – 55 years, 54.02 per cent of consumers viewed the level of attitude towards eco-friendly products at moderate level, 25.29 per cent of consumers viewed the level of attitude towards eco-friendly products at high level and 20.69 per cent of consumers viewed the level of attitude towards eco-friendly products at low level. Out of 57 consumers who are in the age group of above 55 years, 54.39 per cent of consumers viewed the level of attitude towards eco-friendly products at moderate level, 26.31 per cent of consumers viewed the level of attitude towards eco-friendly products at low level and 19.30 per cent of consumers viewed the level of attitude towards eco-friendly products at high level. The F-value of 2.382 is significant at five per cent level showing that there is significant difference between age group of consumers and attitude towards eco-friendly products. Thus, the null hypothesis of there is no significant difference between age group of consumers and attitude towards eco-friendly products is rejected. 3.3.3. EDUCATIONAL QUALIFICATION AND ATTITUDE TOWARDS ECO- FRIENDLY PRODUCTS The relationship between educational qualification of consumers and attitude towards eco- friendly products was analyzed and the results are presented in Table -6. Table 6 Educational Qualification and Attitude towards Eco-Friendly Products Educational Level of Attitude Total F-Value Sig. Qualification Low Moderate High 4 25 6 35 Secondary (11.43) (71.43) (17.14) (4.92) 16 28 22 66 Higher Secondary (24.24) (42.43) (33.33) (9.28) 9 47 15 71 Diploma 4.185 .000 (12.68) (66.20) (21.12) (9.99) 58 155 84 297 Graduation (19.53) (52.19) (28.28) (41.77) 34 146 62 242 Post Graduation (14.05) (60.33) (25.62) (34.04) 121 401 189 711 Total - - (17.02) (56.40) (26.68) (100.00) (The figures in the parentheses are per cent to total) http://www.iaeme.com/IJM/index.as 121 editor@iaeme.com
A Study on Attitude of Consumers Towards Eco-Friendly Products Out of 35 consumers who have secondary education, 71.43 per cent of consumers viewed the level of attitude towards eco-friendly products at moderate level, 17.14 per cent of consumers viewed the level of attitude towards eco-friendly products at high level and 11.43 per cent of consumers viewed the level of attitude towards eco-friendly products at low level. Out of 66 consumers who have higher secondary education, 42.43 per cent of consumers viewed the level of attitude towards eco-friendly products at moderate level, 33.33 per cent of consumers viewed the level of attitude towards eco-friendly products at high level and 24.24 per cent of consumers viewed the level of attitude towards eco-friendly products at low level. Out of 71 consumers who are diploma holders, 66.20 per cent of consumers viewed the level of attitude towards eco-friendly products at moderate level, 21.12 per cent of consumers viewed the level of attitude towards eco-friendly products at high level and 12.68 per cent of consumers viewed the level of attitude towards eco-friendly products at low level. Out of 297 consumers who are graduates, 52.19 per cent of consumers viewed the level of attitude towards eco-friendly products at moderate level, 28.28 per cent of consumers viewed the level of attitude towards eco-friendly products at high level and 19.53 per cent of consumers viewed the level of attitude towards eco-friendly products at low level. Out of 242 consumers who are post graduates, 60.33 per cent of consumers viewed the level of attitude towards eco-friendly products at moderate level, 25.62 per cent of consumers viewed the level of attitude towards eco-friendly products at high level and 14.05 per cent of consumers viewed the level of attitude towards eco-friendly products at low level. The F-value of 4.185 is significant at one per cent level showing that there is significant difference between educational qualification of consumers and attitude towards eco-friendly products. Thus, the null hypothesis of there is no significant difference between educational qualification of consumers and attitude towards eco-friendly products is rejected. 3.3.4. PLACE OF WORK AND ATTITUDE TOWARDS ECO-FRIENDLY PRODUCTS The relationship between place of work of consumers and attitude towards eco-friendly products was analyzed and the results are presented in Table-7. Table 7 Place of Work and Attitude towards Eco-Friendly Products Level of Attitude Place of Work Total F-Value Sig. Low Moderate High 88 314 140 542 Domestic (16.24) (57.93) (25.83) (76.23) 4.799 .029 33 87 49 169 Foreign (19.53) (51.48) (28.99) (23.77) 121 401 189 711 Total - - (17.02) (56.40) (26.68) (100.00) (The figures in the parentheses are per cent to total) Out of 542 consumers who are working in domestic places, 57.93 per cent of consumers viewed the level of attitude towards eco-friendly products at moderate level, 25.83 per cent of consumers viewed the level of attitude towards eco-friendly products at high level and 16.24 per cent of consumers viewed the level of attitude towards eco-friendly products at low level. Out of 169 consumers who are working in foreign places, 51.48 per cent of consumers viewed the level of attitude towards eco-friendly products at moderate level, 28.99 per cent of consumers viewed the level of attitude towards eco-friendly products at high level and 19.53 per cent of consumers viewed the level of attitude towards eco-friendly products at low level. http://www.iaeme.com/IJM/index.as 122 editor@iaeme.com
N. Anil Kumar and Dr. Mridanish Jha The F-value of 4.799 is significant at five per cent level showing that there is significant difference between place of work of consumers and attitude towards eco-friendly products. Thus, the null hypothesis of there is no significant difference between place of work of consumers and attitude towards eco-friendly products is rejected. 3.3.5. MONTHLY INCOME AND ATTITUDE TOWARDS ECO-FRIENDLY PRODUCTS The relationship between monthly income of consumers and attitude towards eco-friendly products was analyzed and the results are presented in Table-8. Table 8 Monthly Income and Attitude towards Eco-Friendly Products Level of Attitude Monthly Income Total F-Value Sig. Low Moderate High 18 91 21 130 Less than Rs.20,000 (13.85) (70.00) (16.15) (18.28) 27 97 53 177 Rs.20,001 – Rs.30,000 (15.26) (54.80) (29.94) (24.90) 55 145 65 265 Rs.30,001 – Rs.40,000 4.201 .000 (20.75) (54.72) (24.53) (37.27) 16 41 34 91 Rs.40,001 – Rs.50,000 (17.58) (45.06) (37.36) (12.80) 5 27 16 48 More than Rs.50,000 (10.42) (56.25) (33.33) (6.75) 121 401 189 711 Total - - (17.02) (56.40) (26.68) (100.00) (The figures in the parentheses are per cent to total) Out of 130 consumers who are in the monthly income group of less than Rs,20,000, 70.00 per cent of consumers viewed the level of attitude towards eco-friendly products at moderate level, 16.15 per cent of consumers viewed the level of attitude towards eco-friendly products at high level and 13.85 per cent of consumers viewed the level of attitude towards eco-friendly products at low level. Out of 177 consumers who are in the monthly income group of Rs.20,001 – Rs.30,000, 54.80 per cent of consumers viewed the level of attitude towards eco-friendly products at moderate level, 29.94 per cent of consumers viewed the level of attitude towards eco-friendly products at high level and 15.26 per cent of consumers viewed the level of attitude towards eco- friendly products at low level. Out of 265 consumers who are in the monthly income group of Rs.30,001 – Rs.40,000, 54.72 per cent of consumers viewed the level of attitude towards eco-friendly products at moderate level, 24.53 per cent of consumers viewed the level of attitude towards eco-friendly products at high level and 20.75 per cent of consumers viewed the level of attitude towards eco- friendly products at low level. Out of 91 consumers who are in the monthly income group of Rs.40,001 – Rs.50,000, 45.06 per cent of consumers viewed the level of attitude towards eco-friendly products at moderate level, 37.36 per cent of consumers viewed the level of attitude towards eco-friendly products at high level and 17.58 per cent of consumers viewed the level of attitude towards eco-friendly products at low level. Out of 48 consumers who are in the monthly income group of more than Rs.50,000, 56.25 per cent of consumers viewed the level of attitude towards eco-friendly products at moderate level, 33.33 per cent of consumers viewed the level of attitude towards eco-friendly products at http://www.iaeme.com/IJM/index.as 123 editor@iaeme.com
A Study on Attitude of Consumers Towards Eco-Friendly Products high level and 10.42 per cent of consumers viewed the level of attitude towards eco-friendly products at low level. The F-value of 4.201 is significant at one per cent level showing that there is significant difference between monthly income of consumers and attitude towards eco-friendly products. Thus, the null hypothesis of there is no significant difference between monthly income of consumers and attitude towards eco-friendly products is rejected. 3.3.6. MARITAL STATUS AND ATTITUDE TOWARDS ECO-FRIENDLY PRODUCTS The relationship between marital status of consumers and attitude towards eco-friendly products was analyzed and the results are presented in Table-9. Table 9 Marital Status and Attitude towards Eco-Friendly Products Level of Attitude Marital Status Total F-Value Sig. Low Moderate High 101 316 135 552 Married (18.30) (57.25) (24.45) (77.64) 13.653 .000 20 85 54 159 Unmarried (12.58) (53.46) (33.96) (22.36) 121 401 189 711 Total - - (17.02) (56.40) (26.68) (100.00) (The figures in the parentheses are per cent to total) Out of 552 consumers who are married, 57.25 per cent of consumers viewed the level of attitude towards eco-friendly products at moderate level, 24.45 per cent of consumers viewed the level of attitude towards eco-friendly products at high level and 18.30 per cent of consumers viewed the level of attitude towards eco-friendly products at low level. Out of 159 consumers who are unmarried, 53.46 per cent of consumers viewed the level of attitude towards eco-friendly products at moderate level, 33.96 per cent of consumers viewed the level of attitude towards eco-friendly products at high level and 12.58 per cent of consumers viewed the level of attitude towards eco-friendly products at low level. The F-value of 13.653 is significant at one per cent level showing that there is significant difference between marital status of consumers and attitude towards eco-friendly products. Thus, the null hypothesis of there is no significant difference between marital status of consumers and attitude towards eco-friendly products is rejected. 4. CONCLUSION The findings show that more than half of (53.73 per cent) consumers are males and nearly two fifth of (38.40 per cent) consumers are in the age group of 26 – 35 years. More than two fifth of (41.77 per cent) consumers are graduates and more than three fourth of (76.23 per cent) consumers are working in domestic places. Nearly two fifth of (37.27 per cent) consumers are in the monthly income of Rs.30, 001 – Rs.40,000 and more than three fourth of (77.64 per cent) consumers are married. The results indicate that the consumers are agreed with they easily understand the information on eco-friendly packaging, they trust in the information on package of eco-friendly products, they give attention on advertisements for eco-friendly products, they believe in the eco-friendly advertising, they know where the eco-friendly products are displayed in shops, they are ready to pay premium price for eco-friendly products and they suggest eco-friendly products to others, The results reveal that 56.40 per cent of consumers viewed that the level of attitude towards eco-friendly products at moderate level followed by high level (26.68 per cent) and low level http://www.iaeme.com/IJM/index.as 124 editor@iaeme.com
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