Academic journal article Advances in Management

Case Study: In Search of the Greener Attitude: A Perceptual Study on Eco-Friendly Products

Academic journal article Advances in Management

Case Study: In Search of the Greener Attitude: A Perceptual Study on Eco-Friendly Products

Article excerpt


There has been an unprecedented increase on the level of concern regarding climate change and environmental sustainability issues. Green marketing is the outcome or result of such concerns across the globe. Conceptually, green marketing is concerned with designing, developing and delivering products that are eco friendly creating least harm to the environment and its stakeholders. The deteriorating, rare and precious natural resources have extended enough signal to the marketers to come out with marketing mix which preserves the green resources on the one hand and deliver value added products and services to the needy on the other1. This aspect is felt more considering the global warming, ozone layer depletion, erosion of natural resources and the hunt for safety and healthy consumables.

The thrust of green marketing emerges from the ideological understanding of greener or eco-friendly attitude of the customers across the globe1. It is therefore important to understand consumer attitude because consumer attitude can potentially act as the critical missing link that can take organizations from their current reactive stances, largely in order to response to the regulatory compliance or societal pressures, to the next stage of proactive responsiveness. Keeping this in mind, an attempt has been made to derive empirically the consumers' attitude towards green in general and green products in particular through their level of awareness and consciousness towards environmental degradation and also through their level of awareness and consciousness towards green products.

Review of Literature

According to Mostafa , "green purchase behavior is the consumption of products that are benevolent or beneficial to the environment, recyclable or conservable and sensitive or responsive to ecological concerns".

Literature concerning the green behavior reveals that a growing number of consumers are becoming more ecologically conscious in their preferences and purchases of goods2,5. Shwu11 in a study pointed that consumers have started to realize that their purchasing behavior can cause a huge impact to the environment as there is a worldwide concern on environmental degradation issues such as global warming and pollution. With the increasing concern for the environmental degradation, environmental attitudes have been the most investigated factor to predict green purchase behavior5,1,9,10.

Another study conducted by Shamdasani et al10 reported significant differences in the attitude and personality traits among the green and non green consumers. The study also observed that although there was a perceived lack of marketing effort for green products and services, green consumers were more aware of green alternatives and were willing to pay higher prices and spend more time and effort to adopt environmental friendly consumption behavior.

A study on "Impact of Gender on Adolescent Consumers' Towards Green Products", discloses peer influence to be the top predicator of green purchase behavior of both male and female adolescent consumers. The study suggests interpersonal communication/interaction among adolescent consumers. The study also reveals that green purchasing behavior is more easily triggered by an emotional appeal than by a rational statement. Perceived environmental responsibility was found to be third important predicator of green purchasing behavior among female adolescent consumers7.

Research Methodology

This is a research article based on the study conducted among the students of Assam University, Silchar. The study assumes the characteristics of both exploratory and descriptive research. The study was based essentially on the primary data captured through a specially designed questionnaire. The questions designed in the interview schedule aim to explore the following:

(1) The profile of the respondents in terms of age, gender, educational qualification etc.

(2) The interview schedule also contained questions pertaining to environmental degradation and its causes in order to see the respondents' awareness level. …

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