Green Marketing; Factors influence on Consumer attitude and perception towards purchasing Eco-friendly products

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Dr. Rambabu Lavuri and Prof. D. Sreeramulu^*

Citation: Dr. Rambabu Lavuri , Prof. D. Sreeramulu, ”AGREEN MARKETING: FACTORS INFLUENCE ON CONSUMER ATTITUDE AND PERCEPTION TOWARDS PURCHASING ECO FRIENDLY PRODUCTS.”. American Research Journal of Business and Management, vol 6, no. 1, 2020, pp. 1-11.

Copyright Dr. Rambabu Lavuri , et al. This is an open access article distributed under the Creative Commons Attribution License, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited

Abstract:

Description:

Introduction

Biological  situation  and  environmental  security  are  the  genuine threats that are being faced by society from the past few  decades.  Business  enterprises  and  human  life  had  a  lot  of  impact  because  of  the  ecological  issues.  Green  promoting  paved a way in finding the reason behind ecological issues such as  global  warming,  loss  of  bio-diversity,  ozone  exhaustion,  contamination and deforestation. Recent survey results states that  88%  of  Americans  believe  that  we  have  to  take  care  of  environment,  but  still  22%  believe  that  it  is  the  government  which  has  to  take  care.  From  a  report  given  in  2014,  it  is  clear  that  55%  of  buyers  across  60  nations  are  interested  in  using the products from the organizations which are conscious about ecology even though the price of the product is higher. Indian  outline  expresses  that  85%  of  the  purchasers  think  about  how  green  things  are  helpful  for  nature  and  63%  of  the  Indian  buyers  think  about  the  green  things. 

American  Marketing  Association  (AMA)  portray  Green  Marketing  as  “The  progression  of  the  things  that  are  earth  secure;  Green  exhibiting incorporates making and propelling the things and organizations that lands at the customer wants the extent that quality, cost and accessibility of the things. Progressively over they should not hurt the earth by any means (Polonsky, 1994, Mishra  &  sharma,  2010  and  Rakshita,  2011).  To  the  extent  enormous  business,  Green  issues  and  Environmental  Issues  are  for  the  most  stage  used  to  delineate  these  that  endeavor  to confirm or displace the qualities of the situation with the assistance  of  organizing  criticalness  and  additional  benefits and  reducing  or  discarding  the  use  of  risky  bosses,  sullying  and  squandering.  It  is  moreover  insinuated  as  an  article  that  is  basically  pertinent  to  the  world.  Awareness  among  the  consumers  towards  the  ecological  issues  and  green  items  is  improving at a greater rate (R.Mahesh & P.Gomathi 2016).  Green promoting is the marketing of the items that are assumed to combine greater extent of environmental activities such as modification to manufacturing process, items and packaging to  make  them  sustainable,  as  well  as  creating  a  new  way  of  publicizing  (faizan  Zafar  Sheikh,  et  al.  2014).  In  current  era,  ecological  issues  such  as  global  warming,  exhaustion  of  natural resources are affecting the decisions of consumers in purchasing a product directly or indirectly. The enthusiasm in humans and the desire to get the maximum with least effort  resulted in destroying the fundamental supporting frameworks of  life;  i.e.  air,  water  and  land  (Smitha  2009);  the  repost  of  world  health  organization  stated  that,  Every  year  in  India  5,27,700  deaths  are  due  to  contamination  of  air  and  21%  of  the transmittable diseases are getting spread because of Water pollution (Mannarswamy, 2011); In addition, Indians are least aware of the environmental issues among the 14 nationalities surveyed(National  Geography,  2008).  Climate  has  become  a   standard   issue   and   buyers   are   getting   progressively   increasingly cognizant about their penchants and their effect on  the  earth  (Krause,  1993).  A  research  study  concludes  that  69%  of  the  public  accepts  that  their  daily  life  is  getting  affected  because  of  the  contamination  and  environmental issues(Schlegemilch, 1996),which confirms the proposal that buyers are progressively picking or evading items depending on  their  climate  effect  (Ottman,  1992;  McDougals,  1993,  Coddington,  1993;  Davis,  1993  and  Grove  et  al,  1996. Along these lines, the impact on home grown issues is all the more truly conspicuous for each body right now and happens needing securing something in one structure or the other.

RECENT RESEARCH REVIEWS

Media exposure

Most  researchers  presumed  that  the  media  took  on  an  amazing activity in the extensive dispersal of the environmental concern  (Morrison  and  Lowe,  1984;  Lowe  and  Rudig,  1987, Mitchell, 1990). In this manner, Raymond and Mazis (1997) battled  for  advertisers  to  utilize  a  media  mix  to  give  ideal  conditions  to  an  arranged  purchaser  interest  gathering.  For  instance,  TV  ads  might  be  utilized  for  showcasing  the  items,  print  commercials  might  be  utilized  to  impart  data  that is progressively itemized and to build up a brand picture, and item bundling might be utilized to pull in shoppers at the purpose of offer (Belch and Belch 1995). Such media uses are typically  combined  into  a  single  coordinated  communication  campaign. Schultz and Lauterborul (1993) portrayed media presentation  as  any  open  entrance  for  a  reader,  watcher,  or  crowd  to  see  or  hear  a  promotional  message  in  a  particular  media  vehicle.  Presentation  of  media  is  a  major  driver  of  progress  scattering  and  has  a  major  impact  on  pioneers  (Bass,  1969). 

Media  introduction’s  most  generally  speaking  effect on dispersing is that it spreads data of moves up to a huge  assembling  rapidly  (Rogers  2003). Green  and  Peloza  (2014) reviewed on effect of propelling offer type on earth neighbourly  utilization  and  the  evaluation  translated  that  when respondents experience raised open commitment, other-advantage offers are interminably persuasive; self-advantage demands  work  better  in  private  settings.  Rambabu  L  and  Sreeramulu  D  (2019)  study  concluded  that  media  exposure  has a great impact on the consumer intention and knowledge towards  green  purchasing.  Iman  Khalid  and  Zainuddin  (2011)  examined  expects  to  distinguish  the  impact  of  media  presentation, on buy aim of without lead electronic items (green gadgets) among addresses, from USM designing grounds. The study  found  that  media  exposure  had  a  significant  positive influence on lectures purchase intention. Thus expanding the portion  of  media  will  improve  purchaser  awareness  towards  environmental issues, and subsequently, effect hopeful frames of mind as media assume a significant job in impacting the mentality  of  customers  and  their  dedication  perspectives  in  natural  exercises  and  practices.  In  the  view  of  previous  research, media exposure had significant impact on the green consumers towards awareness and purchasing behaviour with concerned ecological issues.Attitude and perceptionThe basic issue impacting the getting conduct of customers (Anu Varghese and Santhosh J. 2015) is nature of the thing, and  the  issue  went  facing,  by  the  clients  are  nonattendance  of  transparency  of  things,  critical  cost  and  law  progress.  Incidentally,  The  impacts  purchaser  care  and  further  drives  them  to  buy  green  things  are  security,  pay,  regular  concern,  data,  age  ,  sexual  direction,  attitude,  values,  brand  naming,  packaging,  etc.  Showed  up  diversely  in  connection  to  buyer  care  in  made  nations  Indian  buyers  are  still  less  aware  of  the  environmental  issues  (Manveer  Kaur,  et  al.  2018); 

The  consumers  attitude  will  be  treated  as  a  Knowledge  work,  so  that it will be formed by the manner in which people compose their  convictions  towards  an  organization  and  later  structure  their resulting buying conduct towards green items (Hawkins, et al. 2004); With a marketing strategy to advertise a “green” item (Tucker, et al. 2012), consumers with positive attitudes towards environmental protection react positively to both solid and feeble green item guarantees. Green new item presentations have  a  positive  impact  on  the  attitude  of  the  brand;  and  the  number of green messages, type of item and credibility of the source influence the image of the brand (Olsen  et  al.  2014). Rambabu L and Sreeramulu D (2019) studied that attitude and perception of consumers have a positive association with purchasing green products.Factors drive to purchasingWhen context variables such as personality traits were used, the  predictive  ability  of  the  purchasing  target  of  green  items  would be improved. The investigation brought up personality traits has a significant influence on the environmental behaviour. In this manner, personality traits would affect the purchasing intention of the green item (Gayathree D.A.G.P.K. 2016). The driving factors like ecological concern and products functional attributes are developed as two key determinants of consumers buying  behaviour  towards  green  items.  It  illustrates  attitude  and  behaviour  as  the  main  predictors  of  consumers  green  buying behaviour (Yatish Joshi and Zillur Rahman, 2015). Consumers have the ability to prevent or decrease ecological damage by buying green items and by having positive attitude towards environmental protection (Grunert. 1995).

Last few years,  the  number  of  people  willing  to  buy  green  items  has  increased.   Although,   environmental   concern   and   positive   attitude   of   consumers   regarding   sustainability   and   green   items, green market share stays restricted to just one to three percent  of  the  entire  industry  (Jhons,  bray  and  killburn,  2011).  It  prompts  ecological  variables  to  take  on  a  minor  job in customers who make decisions, and a large number of people  ignore  the  common  results  of  their  purchases  (Webb and Harris, Mohr, 2001). The frame of mind of the shopper, the  emotional  standard,  the  moral  commitment,  saw  social  control,  the  ace  natural  self-character  and  the  preparation  of  the  purchaser  are  the  driving  variables  of  the  expectation  to  purchase green things. Buyers’ mentality, saw social control, master  ecological  self  personality  and  saw  awareness  of  other’s expectations have critical effect on the obtaining goal of Customers (Tan LP, Arli D, Yang L, Tjiptono F, 2018).

OBJECTIVES AND HYPOTHESES OF THE STUDY
The  main  fundamental  destinations  of  the  flow  study  of research.
• To  analyse  consumers  demographics  for  inclined  to  purchase green products;
• To  study  Consumers  perception  and  their  attitude  towards green purchasing;
• To identify major key factors that drive clients to green purchasing.

A  research  hypothesis  is  framed  as  shown  in  Figure  1.  The figure shows the relationships between the independent variables (media exposure, Attitude and perception and factors which drive to purchasing), and dependent items (purchasing eco   friendly   products).   In   accordance   with   the   research   framework  and  the  priori  associations  developed  by  studies,  the  following  research  hypotheses  are  developed  and  to  be  tested in current study.

• H1:  Media  exposures  have  positive  influence  on consumer’s attitude and perception towards purchasing eco friendly products.
• H2:   Key   drive   factors   have   positive   impact   on   Consumers   perception   and   attitudes   towards   Eco   friendly purchasing.
• H3:  Consumers  attitude  and  perception  have  positive  impact on purchasing eco friendly products.

MATERIALS AND METHODS

Research  is  a  systematic  enquiry  approach,  it  explores  poignant  from  the  essential  hypothesis  to  design  of  research  and  collection  of  the  data  (Myers,  1999).  From  this  study,  researchers have used this ways to confirm client’s deliberate towards  eco-friendly  green  products,  and  also  this  section  involve the discussion on the data working for the study.Participants and Procedure: The present research adopts analytical research design. For this research study, the essential data  was  collected  from  three  districts  of  Telanagna  state  in  India;  those  are  Secunderabad,  Hyderabad  and  Warangal,  The  scope  the  research  study  is  limited  to  three  districts  of  Telanagna state in India. Tools and Data collections: Outlook on research objectives, a questionnaire for the respondents was drafted.  A Structure and closed-ended questionnaire was prepared and distributed among the respondents for capturing their responses pertaining to  variable  of  the  Green  products. 

The  questionnaire  was  finalized after pre test. To ensure the relevance and suitability of   research   questionnaire,   pre-test   was   conducted.   The   questionnaire  was  structure  two  parts;  in  the  initial  part  has  five demographic questions of respondents and the second part was made up four major factors with 22 questions distributed between four variables. Five questions were framed to know the influence of the media exposure on respondents; ten questions were  included  to  assess  the  perception  &  Knowledge  Levels  of  the  respondents  towards  Green  items;  and  six  questions  analyse the degree of concerns for environmental protection. Each  question  measured  different  perception  regarding  the variable  of  eco-green  products.  Hence,  respondents  were  given rate of responses about five eco green variables on the five point Likert scale, it has ranging from 5-Strongly agree to 1-Strongly Disagree. Composed research data were evaluated by  using  statistical  tools  like  analysis  of  variance,  Pearson  correlation  and  multiple  regressions  has  been  used  by  using  SPSS  23  windows  version.  Overall,  517  questionnaire  were  distributed to the sample respondents under the Convenience sampling method, we were able to receive feedback 82% (429) of the respondents from the three districts of Telanagna state.Respondents    Demographic    statistics:    This    section    discloses the demographic statistics of clients; which includes respondent’s  age,  gender,  occupation,  education  and  income  status is presented in the table 3


CONSEQUENCES AND DISCUSSIONS

Reliability and Validity MeasuresTo check scale reliability and validity in the current research study, researchers calculated the Cronbach’s alpha coefficient for internal consistency of all variables and the cut-off score level  is  0.70;  by  using  SPSS  packages.  The  analysis  results  were given in table 2.This confirms the validity and reliability of present study variables.  Alpha  values  were  calculated  one  after  the  other  for  each  of  the  variables;  to  examine  the  scale  validity  and  reliability of the destiny take a look at. The Cronbach’s alpha values  for  Media  exposure,  Perception  &  Attitude,  Factor  

drives to purchase and Eco friendly purchasing are observed to be 0.761, 0.795, 0.804 and 0.817. These values illustrated that  research  data  have  good  and  satisfactory  validity  and  reliability score.Table 4 reveals that the descriptive statistics of demographic profile. The major purpose to use descriptive statistics is to provide  total  summary  of  the  collection  of  the  data  and  also  used for the measuring the central tendency and variability of the data. The disk indicate that the mean, Std. Deviation  and Variance values of Demographic profiles of the respondents and  green  purchasing  variables,  mean  statistics  for  Age,  Gender, Education, Occupation and Monthly Income are found to be 2.58, 1.31, 3.36, 2.89, and 2.91; standard deviations of  1.181,  0.461,  1.062,  1.163  and  1.138.  As  well  as  above  disk  reveals  that  mean  statistics  for  Media  Exposure,  Perception  &   Attitude,   Factor   drives   to   purchase   and   Eco   friendly   purchasing are found 3.8951, 3.8042, 3.6084 and 3.6247; Std. Deviation values are .60082,.66977, .67861, .72973; with the  variance values are .361, 0.449, 0.461 and 0.533 respectively.Table 5 explores that respondents recent green purchasing, 66% of respondents gave the response towards statement. 30% of  respondents  were  purchase  electronic  applicants,  18%  of  respondents  accounted  for  purchasing  IT  equipments.  16%  of  them  were  purchased  Green  packaging  bags.

Similarly,  13%,   12%   and   8%   of   the   respondents   were   purchased   green  food  products,  recyclable  paper  products  and  health  and  beauty  items.  The  study  also  reveals  that  most  of  the  respondents  having  positive  awareness  towards  green  items;  but this awareness level not much influence on them towards purchasing green items.Table 5 explores that respondents recent green purchasing, 66% of respondents gave the response towards statement. 30% of  respondents  were  purchase  electronic  applicants,  18%  of  respondents  accounted  for  purchasing  IT  equipments.  16%  of  them  were  purchased  Green  packaging  bags.  Similarly,  13%,   12%   and   8%   of   the   respondents   were   purchased   green  food  products,  recyclable  paper  products  and  health  and  beauty  items.  The  study  also  reveals  that  most  of  the  respondents  having  positive  awareness  towards  green  items;  but this awareness level not much influence on them towards purchasing green items. Table  6  revealed  that  awareness  level  of  respondents.  Six  questions were asked to clients related to eco green items. The result found that 36% of the clients have good awareness about green items to be ecological friendly products, 23% of clients feel that green items were recyclable products. Similarly, 16% of  them  were  aware  as  green  items  are  more  energy  saver.  However, 13% of them were believes that green items are Bio-degradable products. Finally, 7% and 2% of client’s responses rate indicated that green items were Healthy for occupants and Non-Toxic products.Results of Analysis of variance(i) Analysis  on  positive  influence  of  media  exposure  on client’s intensions towards green purchasing.
•    H1:  Media  exposures  have  positive  influence  on consumer’s attitude and perception towards purchasing eco friendly products.
Table  7  reveals  that  media  exposure  and  their  F  values  found  to  be  statistically  positive  significant;  meaning  there by  there  is  exposure  of  media  have  positive  influence  on consumer’s  attitude  and  perception  towards  purchasing  eco  friendly  products.  Media  exposure  F  values  in  this  situation  are  11.869,  and  the  sig.  value  is  .000  (p<0.05).  Since  the  F  value is found to be significant.(ii)   Analysis   on   major   factors   that   drive   consumer’s   perception  and  attitudes  towards  purchasing  Eco  friendly  product.

• H2:   Key   drive   factors   have   positive   impact   on   Consumers perception and attitudes towards purchasing Eco friendly product.Table 8 reveals the ANOVA results, it shows that the 261.450 is  the  variance  between  groups  and  593.543  is  the  variance  within the groups and followed by the value of F-distribution is 46.692 and it significance value is .000. Since the significance value is smaller than p-value. The results concluded that key drive  factor  have  positive  impact  on  Consumers  perception  and attitudes towards Eco friendly purchasing.(iii)   Analysis   on   consumer’s   perception   and   attitudes   towards Eco friendly purchasing.

• H3:  Consumers  attitude  and  perception  have  positive  impact on purchasing eco friendly products.Table 9 results shows that there is a mean difference among the  groups;  and  the  value  of  F-distribution  is  32.131  and  the  sig. value is 0.00, which is lesser distanced from the value 0.50. Hence, results concluded that client’s attitude and perception have  positive  impact  on  consumer’s  attitude  and  perception



towards purchasing eco friendly products.Table  10  discloses  that  Exposure  variables  like  Friends/  Relatives  as  reference  group  (r=  0.714**),  News  paper  and  Magazine  (r=  0.652**)  are  having  strongly  with  positive  correlation   with   the   Consumer   perception   and   attitudes   regarding green products at the 1% significance level. Whereas, Internet  Ads  (r=  -0.483**)  and  TV  ads  (r=  0.569*)  having  weak  association  with  consumer  intentions  towards  green  products 5% significance level, Internet Ads having negative correlation with the consumer perception and attitudes.Desk   11   reveals   that   outcome   of   Pearson   correlation   analysis  between  driving  factors  and  perception  &  attitudes  of   consumers.   Key   driving   factors   like   Green   products   are   recyclable   and   degradable   (r=   0.751**),   Maintain   Environmental  and  climate  sustainability  (r=  0.722**)  and  Awareness, perception levels on green products (r= 0.701**) are  having  great  positive  association  with  perception  and  attitude of consumers at the 1% significance level. Followed by  Influence  of  promotional  ads  of  green  products  (r= 0.652**)  and  Green  product  having  Better  quality  than  non  green  products  (r=  -0.668**)  having  weak  relationship  with  perception and attitude of consumers at the 5% significance level.

Table   12   indicates   that   results   of   Pearson   correlation   between consumers Perception & attitudes towards purchasing Eco  friendly  green  product.  Perception  &  attitudes  variables  like  Green  products  are  Eco-friendly  (r=  0.759**),  Green  Products  are  having  the  high  price  (r=  0.690**)  and  Green  products are more Healthy and Safety (r= 0.682**) are having strong  and  positive  association  with  Green  purchasing  at  the 1% significance level. Whereas, Green products are best

Labelling  (r=  -0.573**),  Green  Product  that  uses  less  Agro-chemicals  (r=  -0.631*)  and  Green  products  having  High  performance level (r= -0.638*) having weak relationship with green purchasing at the 1% and 5% significance level.Results of Multiple Regressions:It is a statistical apparatus used to obtain the value estimation of a model from predictors; it  clarifies  the  association  among  predictors  and  dependent factors.  Below  a  table  demonstrates  that  the  development  of  the speculation of the hypothesis framework.Table   13   disclose   that   summary   results   of   Multiple   Regressions,  total  three  models  developed  to  evaluate  the  association among the independent items and dependent items in the research study. The table revealed that, all the regression models  F-values  are  statistically  significant.  The  Model-1 illustrates  that  exposure  of  media  had  a  significant  impact on  consumers  perception  &  Attitude  towards  purchasing  Eco friendly product (β = 0.119, p ≤ 0.001), with 27.1% of variance  explained  by  the  independent  predictors.    Hence,  hypothesis  Ha1  is  strictly  supported.    From  the  model-2,  major key factors of green items; which was considered in this research study, have positive impact on consumers perception & Attitude (β = 0.276, p ≤ 0.001) with 51.1% variance caused by  the  predictors.    Similarly,  model-3,  consumer  have  great  attitude & perception regarding green products (β = 0.302, p ≤ 0.001) which explain 48.3% of variance caused by predictors. So, it indicates that Ha3 hypothesis is supported.

RESEARCH IMPLICATIONS AND LIMITATIONS

In India, environmental issues are rising quickly. Practicing ecological awareness has turned into the new victory mantra and  is  being  examined  by  people  from  every  one  of  the  life.  As  per  the  research  finding,  researchers  considered  four major  factors  with  22  questions  which  mostly  influence the  respondent’s  buying  behaviour  for  the  green  items  in  three  districts  of  Telanagna.  Present  research  partying  that  respondents has ecological consciousness and concerned about environmental  protection;  most  of  respondents  are  buying  eco-friendly  items  and  to  support  ecological  protection.  The  study extracted major key factors that respondents consider for green  purchasing;  those  are  Media  exposure,  Environmental  Factors  drives  to  purchase,  perception  &  attitude,  and  eco  friendly  green  purchasing.  Research  illuminates  regarding  key  indicators  of  respondents  deliberates  towards  eco-green  purchasing.  Along  these  lines,  it  will  help  policy  makers


and  managers  in  formulating  and  executing  strategies  to  promote  green  purchasing.  The  study  results  concluded  that  consumer’s  had  great  consciousness  towards  environmental  protection  and  issues.  Media  exposure  had  a  significant impact  on  the  consumer  perception  &  attitude,  along  these  lines  environmental  driving  factors  show  great  influence on  perception  &  attitude  towards  purchasing  eco  friendly  products and Consumers attitude and perception have positive impact on purchasing eco friendly products.Green   companies   need   to   provide   better   information   regarding green items through media ads. They should focus on different types of media ads for creating more awareness towards eco-friendly green items. Green progressing is a best strategy  to  assume  and  accomplish  the  objectives  with  eco-friendly activities. Hence, the government should find a way to produce the items that don’t damage environment and avoid toxic chemicals; and steady moves ought to be made by govt, instructive  social  orders,  NGOs,  business  organizations  and  society  to  raise  awareness  among  the  purchasers  to  support  eco-accommodating green buying.Research  implications:  The  Central  message  of  research  directed   to   dismember   the   desire   for   customers   Green   Consumerism, to look at the factors that influence customers purchase   point   of   green   stock,   The   results   counsel   that   consumer from the picked space having amazing getting mode and  sought  after  with  they’re  having  wonderful  biological  included, in any case they’re not pay high an impetus towards green  commercialization.  Finally,  the  present  examination  paper  exhibited  that  respondent’s  desires  having  a  direct  association towards purchase of green items. From this green promoting progressing, having wonderful position towards the long continued running by that have reasonable involvement in additional green customers.

This paper reveals that buyers wish  eco-pleasing  new  stock  from  the  creates,  all  things  considered,  it  serves  to  sponsors  to  showcase  and  extend  care  for  youth  and  new  customers  towards  green  stock  by  pondering  environmental  and  quality  points  of  view  to  draw  on  them.  This  paper  encourages  to  academician  to  know  the  supporter  goal,  data  and  awareness  level  and  drive  that  are  influential on the buy of green products. It encourages them to grow new unique models towards customer conduct at the reason for buying. Limitation  of  study:  The  research  geographical  area  is  limited  to  five  selected  cities  from  three  states  of  India only.  Thus,  the  research  result  and  conclusions  have  its  own  boundaries.  The  researchers  used  convenience  approach  for  the knowledge assortment that makes the study consequences not promptly generalizable. Rural market was not considered in  this  research,  there  is  a  scope  for  investigating  green  marketing position in rural area.

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