Documente Academic
Documente Profesional
Documente Cultură
Author:
Dr. H.C. Purohit
Reader
Department of Business Economics
Faculty of Management Studies
VBS Purvanchal University, Jaunpur (UP) India
222001
E-Mail: hcpurohit_mbe@rediffmail.com
hcpurohit_mbe@yahoo.com
Key Words: Green Product, Buying Intention, Green advertisement, Fast Moving
green purchasing decision. Product attributes play a very important role in product
development since they affect consumer product choices and they help marketers to
satisfy customers needs, wants and demands Gan et. al. (2008). Ottman (1993) found
that all types of consumers both individual and industrial are becoming more concerned
and aware about the natural environment.
Wessells et al. (1999) reported that environmental attributes of a product are more
difficult for a consumer to be compared with other easily observable product attributes.
Consumption Values: Laroche, Bergeron, and Barbaro-Forleo, (2001) reported that
Businesses and consumers today have become more concerned with the natural
environment and are realizing that their production and consumption purchasing behavior
will have direct impact on the environment. The studies have categorized the
consumption values of a consumer as follows:
Emotional value:
associated with consumers feelings (e.g., feeling good, excited) and affective states,
resulting in consumer evaluations of a product can be treated as emotional value of the
consumer.
Social value: Social values are one of the consumption motives that consumers hold
beyond a products function. Consumers have been found to purchase products for
reasons other than their functional properties, to enhance ones social self-concept issues
(Leigh and Gabel, 1992). De Marez et al. (2007) explained that the social status and
image is reflected by the use of innovative green products.
Functional value: can be defined as the maximum number of benefits consumers
seeking at the lowest possible costs, and the acquisition of a green product with the
desired physical attributes in order to perform its function. Sweeny and Souter (2001)
defined the Functional value in terms of the attributes like; price value and quality value
of a product.
Price value: is the utility derived from a green product due to the reduction of its
perceived short-term and longer-term costs.
Quality value: Nowlis and Simonson (1996) described that the quality value of a product
is the utility derived from the perceived quality and expected performance of a green
product in comparison of the consumer pre-purchase expectations.
Researchers have analyzed various stages of the products life cycle and developed
methodologies to improve the design of the product from an environmental perspective.
Consequently, eco-design was broken down into many stages including products
manufacturing, use and end-of-life (EOL). Horvath et al. 1995), suggested three goals of
eco-design; minimize the use of non-renewable resources, effectively manage renewable
resources and minimize toxic releases to the environment.
Kollmuss and Agyeman (2002) reported that the eco-sensitive consumer consciously
seeks to minimize the negative impact of ones actions on the natural resources and
minimize resource and energy consumption, use non-toxic substances, reduce waste
production. The researchers described that environmental consciousness is influenced by
two sets of determinants: external determinants like; media, family, culture and internal
determinants includes; demographics, psychology of a consumer, consumer ecological
buying behaviour is influenced by four factors: environmental consciousness, willingness
to pay higher price for eco-proudcts, perceived environmental characteristics of a
product, and companys environmental reputation. Nurse et. al.
Consumer buying decision of green products depends on attitude perceived social, norms
perceived consumer effectiveness, availability, current purchase behavior (willingness to
pay higher price WTP), and perceived behavior control. Straughan and James A. Roberts
(1999) reported that the attitude or belief of a consumer is referred as perceived consumer
effectiveness (PCE). Laroche et al., (2002) confirmed the indications of positive attitude
towards environmental issues do not necessarily lead to actual environmentally friendly
purchasing behavior.
Objectives
After reviewing the above studies the present study focuses on the following objectives:
1- To study the relationship between environmental values, consumer satisfaction
and Brand loyalty.
2- To analyze the ecological conscious consumer buying behaviour (ECCB).
3- To study the future action of the consumers regarding the purchase of eco-friendly
products.
Methodology
The survey questionnaire consists of four parts: (1) green consumption value, (2)
satisfaction, (3) loyalty, and (4) information about green products. Green consumption
value was measured by using multiple-item scales modified from previous research
studies (Sheth et al., 1991; Sweeney and Soutar, 2001). Scale items for assessing
customer satisfaction were obtained on five-point Likert type scale for respondents
ranging from Strongly Agree to Strongly Disagree. Satisfaction items reflect a persons
positive, affective reaction to evaluations of consumption experiences (De Wulf et al.,
2001). Customer loyalty of the respondents were measured on Likert type scale ranging
from strongly agree strongly disagree, in all 19 items were used for the purpose. The
consumer ecological conscious consumer behaviour (ECCB) measures the extent to
which individual respondents purchase goods and services believed to have a more
positive (or less negative) impact on the environment (Roberts, 1996b). Roberts (1996b),
reported that the behavioral orientation of the scale helps to mitigate one problem widely
noted in marketing research and green marketing research in particular, that attitudes
often do not translate into behavior. The ECCB construct was measured using the same
30-item scale used in the Roberts (1996b) study. The individual items were on a Likerttype scale ranging from Always True'(5) to Never True'
'(1), and demographic
information were also obtained
Sampling: The data was collected from the University students a structured
questionnaire consisting of the items related to measure the consumption behavour as
well as Ecological Consciousness of the Consumer Behaviour (ECCB) along with
demographical details was distributed to them. More than 130 questionnaires were
distributed but only 105 questionnaires were found suitable for analysis.
Reliability of the scale:
In order to find out the soundness of the scale the reliability was computed and it was
found that the scale is reliable as the Cronbachs Alpha of the scale is .876 for
consumption behaviour scale and the ecological conscious consumer behaviour (ECCB)
scale was also found reliable with the .755 Cronbachs alpha (Table-1).
Scale
Scale-1
Scale-2
Table-1
Reliability
Cronbach's Alpha
N of Items
.876
.755
19
30
Sample Profile:
The profile of the respondents as per their demography is presented as follows (Table-2):
Age: An overwhelming majority (83%) of the respondents were from young age group
i.e. 20 years to 24 years while 8% of the respondents were from teen age group and 9% of
the respondents belong to more than 25 years age group.
Education; A great majority (75%) of the respondents were highly educated rest (25%)
of the respondents was having graduation level qualifications.
Gender: A great majority (64%) of the respondents were male.
Family income: One fourth (25%) of the respondents were from low income group i.e.
monthly income upto Rs.10, 000 and more than one third (35%) of the respondents were
from lower higher income group i.e. monthly income Rs.10001 to 50000, around one
fourth (27%) of the respondents were from middle income group i.e. rs.50001 to 100000
and rest (13%) of the respondents were from higher income group i.e. more than Rs.
100001 monthly.
Marital Status: An overwhelming (89%) of the respondents were unmarried.
Occupation: More than half (54%) of the respondents were belonging to service class
family around one fourth (27%) of the respondents family were having their own
business and rest 19% of the respondents were from other profession or farming
occupation.
Family Size: More than half (59%) of the respondents were from large families i.e. more
than six members in the family and one third (33%) of the respondents were having
middle size of the family i.e. three to five members in the family, while rest (8%) of
respondents were from small families .i.e. upto two members or single member family.
Table- 2
Sample Profile
Demography Factors
Age
Education
Gender
Income
Marital Status
Occupation
Family Size
Category
Upto 19 years
20 to 24 years
25 and above
Under graduate
Post graduate
Male
Female
Upto Rs10000
Rs.10001- 50000
Rs.50001-100000
Rs.100001 and above
Married
Unmarried
Service
Business
Other (Profession)
Upto 2 Members
3 to 5 Members
6 and above Members
Percentage
8
83
9
25
75
64
36
25
35
27
13
11
89
54
27
19
8
33
59
Results
The data obtained with the help of both the scales were analyzed with the help of SPSS
and factor analysis of the scale were done and the scale was found significant on KMO
Bartletts test and data was explaining 67.212 of variance (Table-3). The factor loading
of the items indicate that all the 19 items are categorized into five factors. These factors
were named as Factor-1 consumer buying decision of green products, Factor-2 consumer
satisfaction, Factor-3 consumer emotional value, Factor-4 product quality and Factor-5
consumer green values. Seven items were loaded in factor one, six items were loaded in
factor two, two items were in factor three, two items were in factor four and two items
were loaded in factor five (Table-4).
The ecological conscious consumer behaviour (ECCB) was also found significant on
KMO Bartletts test and it was explaining 54.861% variance of the data (Table-5). The
factor analysis of the data was computed and seven factors of all 30 items were obtained
(Table-6).
Klein (1990), that 60 to 90 percent of consumers in North America are concerned about
the environmental impact of their purchases. The factor-1, 3 and 4 of ECCB were found
significant with consumer buying decision, while the other factors are not having
significant relationship with the buying decision (Table-8).
Conclusion
The result confirms that the consumer buying and consumption decision is eco-conscious
the young generation is highly concerned with their ecology. As growing age of the
consumer is having negative relationship with their satisfaction level which indicates that
the younger generation is more satisfied with the eco-friendly products this may be
because of the high promotion campaign and excessive product positioning of the ecoproducts which has created awareness and change the cognition of the target customers
mind. But the age was not found any significant relationship with buying decision which
confirms that the consumer buying decision is based on the product performance it is not
concerned with the demography of the consumer. If the performance is satisfactory then
only the consumers will intend to buy the same product again in future. The family
income and family size was also not found any relationship with satisfaction and buying
decision of the consumers, this supports the finding consumer perceived product
performance is the factor to satisfy the consumer and satisfaction leads to brand loyalty
(Bearden and Teel 1983, Miller 1972 and Oliver 1980).
Consumer satisfaction having positive significant relationship with buying decision of
green products and consumer consumption value like; emotional and green value along
with the ECCB factors except the two factors were having significant relationship with
the satisfaction of the consumer. This indicates that the consumers are emotionally
attached with the green products where the quality may be ignored at the cost of the
environment but they wish to consume green products and save their environment. The
marketers are required to identify the green attributes of their product as it is more
difficult in comparison to observable product attributes (Wessells et al. 1999) and
accordingly position that eco-friendly nature of their product to address or target the
consumer then only they will be able to succeed in this globally competitive ecological
conscious market.
Table-3
KMO and Bartlett's Test
Kaiser-Meyer-Olkin Measure of Sampling Adequacy.
Bartlett'
s Test of Sphericity Approx. Chi-Square
df
.797
954.111
171
Sig.
.000
Table-4
Factor Analysis (Consumption Behaviour)
1
.833
Factors
3
.792
.786
.784
.753
.730
.612
.830
.817
.680
.501
.486
.458
.807
.695
.835
.807
.777
.641
Table-5
KMO and Bartlett's Test
Kaiser-Meyer-Olkin Measure of Sampling Adequacy.
Bartlett'
s Test of
Approx. Chi-Square
Sphericity
df
Sig.
.536
1154.823
435
.000
Table-6
Factor Analysis (ECCB)
Factors
1
2
.682
.627
.624
.520
.487
.485
.699
.696
.532
.375
.778
.591
.577
.528
.781
.691
.473
.441
.832
.686
.394
.778
.513
.506
-.476
.628
.566
-.528
.513
-.463
Table-7
Relationship with Demography, Consumption Behaviour and ECCB
1
Age
10
11
12
13
14
15
Family
-.101
.204*
.207*
.048
.099
.076
-.460**
.119
-.106
.480**
**
**
Income
family Size
Buying
Decision
Satisfaction
Emotional
-.157
-.140
.054
-.102
.087
.141
.150
.211*
-.060
-.170
-.153
.379**
.471**
.292**
.280**
-.236*
.006
.111
.003
.263**
.206*
.088
.002
**
**
.087
.166
.124
.233*
.176
.006
.016
.074
.216*
.265**
.129
**
.311
**
.108
.324
**
.255
**
.216*
.303
**
.190
.125
.230*
.363**
.378**
.306**
-.205
.256
.383
Value
Product
Quality
Green
Value
Factor-1
Factor-2
-.080
.096
.067
Factor-3
.189
.003
-.007
.274**
-.182
.116
.257
**
.103
-.034
.341
**
.276
**
.070
.141
.273
**
**
Factor-4
-.048
Factor-5
-.054
Factor-6
-.086
-.011
Factor-7
.066
.004
-.213
.393
**
.180
.039
.223*
-.309
.369
.297**
.101
.254
-.002
.238
.343
**
.154
.138
**
.131
-.065
.214*
.462**
.387**
-.230
.319
.268
Table-8
Prediction of Consumer Buying Decision
Model
Beta
Sig.
.418
Satisfaction
.320
3.024**
.003
Emotional Value
.130
1.391
.167
Product Quality
-.002
-.021
.983
.072
.702
.484
Green Value
6.084
Factor-1
-.276
-2.764**
.007
Factor-2
.169
1.749
.084
Factor-3
.174
1.977*
.051
Factor-4
.184
1.979*
.051
Factor-5
.116
1.257
.212
Factor-6
-.009
-.094
.925
Factor-7
.027
.252
.801
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