20-07-2012, 03:23 PM
Pro-environmental Concern Influencing Green Buying: A Study on Indian Consumers
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Introduction
The rapid economic growth in the past years have witnessed increasing consumers’ consumption worldwide
causing environmental deterioration through over-consumption and utilization of natural resources (Chen & Chai,
2010). It is anticipated that if the current trend of economic growth and irresponsible consumption pattern
continues, the environment degradation would worsen. The consequences of environmental degradation are
global warming, depletion of stratospheric ozone layer, pollution of sea and rivers, noise and light pollution, acid
rain and desertification (Ramlogan, 1997).
On a global level, there is an increased awareness of global warming and adverse climate conditions and as a
result there is a spur in interest toward environmental protection and sustainable development. A general
deterioration in the physical environment is driving individuals and organizations to implement changes for
improving the current state of the environment.
Research Gap
The researchers in green marketing area primarily focus on examining green consumers’ demographic profile.
While there is significant knowledge that such studies have produced, an important research gap in Indian
context has emerged by not assessing any predictive relationships that may govern green buying behaviour in the
process of adoption of eco-friendly products.
Literature Review
Businesses across the globe are bestowed with the responsibility of promoting sustainable development thereby
preserving the rare natural resources to meet the needs of the forthcoming generation. Changes in the condition
of natural resources and their long term negative impact has led to some realization about human responsibility
towards nature. This realization has led to development of eco-friendly consumption patterns among consumers.
Grunert (1993) reported that about 40% of environmental degradation has been brought about by the
consumption activities of private households. The need for eco-friendly products is gradually increasing on
account of persistent raise in the concern for environment related issues. Fortunately, eco-friendly consumption
and spending patterns has led the marketers to understand the eco-friendly attitude of the consumers and come
up with the marketing mix which preserves environmental resources and at the same time deliver value added
products and services (Chitra, 2007). Some of the greatest challenges faced by these firms are changes in
consumer preferences for the eco-friendly products, suspicion of eco-friendly advertising claim, unfavorable
consumer perception of eco-friendly products and the high cost invested in developing eco-friendly products
(Chen & Chai, 2010).
Findings
Study results indicate that a majority of sample respondents are aware of eco-friendly products and are
knowledgeable about environment related issues. Approximately 98% responders stated that they had heard and
were aware of eco-friendly products (see Table 2). 95% were aware of the fact that purchasing eco-friendly
products will contribute towards a sustainable future (Table 2).
More than half (56% ) of the respondents stated that they did not consider the effect on environment while
purchasing general day to day products (see Table 3) where as 54% assumed that their purchases were correct
from an environmental point of view. 56% of the respondents reported that they checked if the packages were
designed to be recycled before making a purchase (Table 3). A relatively higher proportion of respondents (78%)
stated that labelling a product as eco-friendly would change their choice of purchase. Further, 82% of the sample
respondents considered buying eco-friendly products but only 36% were found to trust the quality of
eco-friendly products (Table 3).
Limitations
This research was conducted by generating a non-random sample and hence the results may not be generalized
beyond the sample frame. These results, however, support a generally prevailing notion that more educated
people tend to be green buyers and hence warrant a larger study conducted on a randomly selected sample. Also,
the present research was conducted using a self-reporting questionnaire and hence respondents’ bias may be a
concern, especially in regard to the willingness to pay premium.