http://www.iaeme.com/IJM/index.as 116 editor@iaeme.com
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
N. Anil Kumar and Dr. Mridanish Jha
http://www.iaeme.com/IJM/index.as 117 editor@iaeme.com
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
A Study on Attitude of Consumers Towards Eco-Friendly Products
http://www.iaeme.com/IJM/index.as 118 editor@iaeme.com
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.
N. Anil Kumar and Dr. Mridanish Jha
http://www.iaeme.com/IJM/index.as 119 editor@iaeme.com
Table 2 Consumer’s Attitude towards Eco-Friendly Products
Attitude Mean Standard
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-
friendly products 3.32 1.09
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.
A Study on Attitude of Consumers Towards Eco-Friendly Products
http://www.iaeme.com/IJM/index.as 120 editor@iaeme.com
Table 4 Gender and Attitude towards Eco-Friendly Products
Gender Level of Attitude Total F-Value Sig.
Low Moderate High
Male 70
(18.32)
213
(55.76)
99
(25.92)
382
(53.73) .113 .737
Female 51
(15.50)
188
(57.14)
90
(27.36)
329
(46.27)
Total 121
(17.02)
401
(56.40)
189
(26.68)
711
(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
Age Group Level of Attitude Total F-Value Sig.
Low Moderate High
Below 25 years 12
(11.32)
63
(59.43)
31
(29.25)
106
(14.91)
2.382 .050
26 – 35 years 47
(17.22)
185
(67.76)
41
(15.02)
273
(38.40)
36 – 45 years 29
(15.43)
75
(39.89)
84
(44.68)
188
(26.44)
46 – 55 years 18
(20.69)
47
(54.02)
22
(25.29)
87
(12.23)
Above 55 years 15
(26.31)
31
(54.39)
11
(19.30)
57
(8.02)
Total 121
(17.02)
401
(56.40)
189
(26.68)
711
(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