Green Perception and Sustainable Development: A Case Study of Silchar

Abhishek Chatterjee1, Saurabh Verma2

1
MBA Scholar, Department of Management Studies, National Institute of Technology, (N.I.T),
Silchar 788010, Assam, India
Email: abhishekchatterjee1@hotmail.com
2
Assistant Professor, Department of Management Studies, National Institute of Technology,
(N.I.T) Silchar 788010, Assam, India
Email: saurabhvermanitkkr@gmail.com

Abstract

India has been experiencing a shift in economic standard and growth in the 20th and 21st century.
Globalization is witnessing a faster growth but some blessings come with challenges. Everyone in
the world is now bent upon “Green” methods of sustainable development and how future methods
could rise up making it greener. Green marketing is defined by the ways a product is marketed
after designing to make it cleaner and create less pressure for the environment. This is the future
to sustainable development and reduction to global warming. It implies to the process of creating
biodegradable packaging and bypassing wastes for environment. Green Marketing further works
on reinventing and redesigning product by conveying an eco friendly message to the concerned
consumers.

The government of India has been putting light on Green Campaigning for quite some time. They
have formulated initiatives like Green Buses, Green Auto rickshaw, and Solar powered clean
energy. Similar strategies taken by a company are often intended to contribute towards the society
and nature with stress being given to innovating new power saving products. The extent of this
can be implemented by observing people’s “Green Perception” towards it. This theoretical paper
aims to study the relation between the age old marketing concept and the futuristic Green
Marketing. It also focuses on the latest trends of “Green Attitude” and it’s outcomes to the
lifestyle. It finally concludes the review of people’s upcoming “Green Attachment” brought
forward by the innovating companies for sustainable development. In this contemporary world it
is important to understand the perception of consumers regarding green products. It is a fact that
perception leads to attitude and finally attitude leads to buying intentions. The present study aims
to identify the demographic determinants affecting consumer’s Perception regarding green
product.
Keywords: Green Perception, Green Attitude, Green Attachment

1. Introduction

In today’s world it is true that all nations have united to take joint decisions in improving the
condition of environment. The environment is directly dependent on all human activities.
Whenever we have devised a new technology or a manufactured a product it has reduced human
problems but created a lot of pressure for the environment. It is then, a need has come up to
formulate strategies that not only suffice our needs but decrease the stress on our environment.
Many firms have come up with variety of commodities to compete each other in implementing
green and environmental friendly marketing mix as they face constant pressure from the society
and government. Since, it is us humans who constitute the majority of the environment, so the
battle of making a much greener and cleaner environment would be one sided unless we develop
the idea of sustainable development. Hence it was required to study consumers’ perception
towards green products.

1.1 An Overview of Silchar

Silchar is one of the popular cities of Assam located in the south of the state. It holds a population
of 172,830; of which male and female are 86,884 and 85,946 respectively. Although Silchar city
has population of 172,830; its urban / metropolitan population is 229,136 of which 115,497 are
males and 113,639 are females. The average literacy rate is 90.93%, Sex ratio 989 and child Sex
ratio is 927. (Census, 2018). Silchar city comes under the Silchar metropolitan area. It is a
beautiful place which shares diverse lingual and cultural differences. A lot of people are engaged
in agricultural business including the tea industry while others earn their living selling household
items. It boasts some fine education institutions like the National Institute of Technology. The per
capita income of people here are around 19551 at current prices. People access trendy shopping
malls to spend their share of pass time and indulge in buy of various products both indigenous and
foreign. It is well connected to all the parts of India through Railways and Roads. It also has its
own airport which is approximately 45-50 Kms from the main city.
 Figure 1. A view of the Silchar city

Figure 2. Goldighi shopping Mall, a popular consumer’s destination

 Figure 3. Popular electronic outlets in Silchar

Figure1, 2 & 3 depicts the different malls and electronic shopping portals of Silchar.

1.2 Literature Review

The necessity of Green Marketing followed by its products are not new, a lot of methods,
discussions and definitions are proposed by different researchers and scholars throughout the
time. So, firms are facing challenges from socio-political influences to constantly bring new
technologies and ideas to return the environment with cleaner efficient and eco-friendly products.
It is important to spread the green awareness amongst consumers yet there happens to exist some
barriers to why everyone is not shifted towards green products. Green awareness and acceptance
marketing incorporates a broad range of activities, including product modification, changes to
production process, packaging changes as well as modifying advertising. (Michael Jay Polonsky,
1994). Green Marketing is a broader concept, for some consumers it is “CFC or Phosphate free,
Recyclable, Refillable and Ozone friendly”.

The terms associated are quite true but not only all those, it is actually applicable to consumer
goods, industrial goods and even consumer services. There are resorts that specialize in
experiencing nature and claim themselves are “Eco-tourist” facility provider. (Ingram and Durst,
1991; Troumbis, 1991). A very common initiative would be nullifying the concept of “paper
bills” by overwriting it will “e-bills”, where the consumer gets the same detailed copy of all his
transactions in his Email ID and message.
Factors that are directly responsible for the consumers’ perception and their attitude towards
green products, namely gender, age, literacy level, income status marital status and other. Case
studies done by various researchers it is observed that Green Customers had a higher level of
income and social status. (Kinnear et al, 1974). In Asia-Pacific, places like Bangkok and
Singapore, there was no substantial difference found among green and non-green consumers in
terms of marital status and gender. (Shamdasani, et al, 1993).

Similarly, in India it was found that awareness of green products much more high among
consumers who belonged from tier III cities (developed). Firms concentrate more on the
advertisement policy rather than actually educating the consumers about the environmental issues
and future hazards. It is then the consumers would be able to choose between products that are
environment-friendly. The Bureau of Energy Efficiency (BEE) has played a key role in eco-
labeling product which has proved to be very reliable.

One of the key methods to tackle pollution, resource in the form of energy depletion is
“Sustainable development”. According to Brundtland, sustainable development is the
development that meets the needs of present without compromising the ability of future
generations to meet their own needs. (Brundtland, 1987,41).

Researchers like Jacquelyn Ottman (1993), John Grant (2007), Robert Dahlstrom (2010) and
others have coined words namely “green marketing”, “green matrix” etc that have been used quite
often in the field of study. According to Philip Kotler “Green Marketing” refers to holistic
marketing concept wherein the production, marketing consumption an disposal of products and
services happen in a manner that is less detrimental to the environment with growing awareness
about the implications of global warming, non-biodegradable solid waste, harmful impact of
pollutants etc., both marketers and consumers are becoming increasingly sensitive to the need for
switch in to green products and services.

1.3 Problem Statement

Over exposure of pollutants from various age old products which have been in the market since a
long time have called for an acute need of green products. Consumers generally are unaware of
these products, their impacts, which also failed to alter their pricing being made from traditional
processes. Thus, to know the perception of consumers regarding green products, a study has been
done on Silchar, Assam.

2. Objectives
1. To study the awareness level of respondents regarding green products
2. To identify the demographic determinants affecting consumer perception towards the purchase
of green products.

3. Research Methodology

3.1 Data Collection

The study is based on both primary and secondary data. The required secondary data were
collected through journals, books, industry reports, blogs and other electronic sources. In order to
collect the primary data, structured questionnaires on Five point Likert scale has been used.

3.2 Sampling Technique

The present study is based on Purposive sampling which is a technique of Non-probability

sampling. The target population of the sample consists of a mixture of age groups starting from 15
to 50 and above. It also includes other amalgamation of demographic determinants like education
level, income, occupation and others. On the residents of Silchar a comparative study among the
youth who constitute the future and the consumers of the generation above them has been done to
determine the variation of perception. For analyzing the data, a sample of 60 has been taken.
Pearson correlation has been used to study the relation among the perception and demographic
determinants using IBM SPSS statistics.

4. Data Analysis and Presentation

All questions were measured on s Likert scale of Five Points. “Pearson’s Chi-sq” test on
demographic constraints: Gender and Marital Status and “one way ANOVA” on demographic
constraints: occupation, income and age have been used to test hypothesis. Coding criteria as
follows:

Highly Aware =5 Highly think =5

Often Aware =4 Often Think =4

Usually Aware =3 Usually Think =3

Sometimes Aware =2 Sometimes Think =2

Not Aware =1 Not Think =1

There are two sections in the questionnaire, basically divided into two sections “Awareness” and
“Perception”. Each section is further grouped upon the questions pattern. Consumer’s responses
were recorded and further assessed to prove the hypothesis.
 Table: 1 Socio-Economic Background of Respondents

Variables Respondents: 60 Variables Respondents: 60

Numbers Percent Numbers Percent

Gender Education Level

Male 30 50 10 or below 3 5

Female 30 50 12 or below 7 11.66

Total 60 100 Graduate and 50 83.33

above

Income Level (in rupees) Total 60 100

Below 10000 33 55 Age (in years)

10000 to 20000 3 5 15 to 25 39 65

20000 to 50000 14 23.33 26 to 39 10 16.667

50000 or up 10 16.667 40 to 50 3 5

Total 60 100 50 and up 8 13.33

Marital Status Total 60 100

Married 17 28.33

Unmarried 43 71.66

Total 60 100

4.1 Socio Economic Background of the Respondents

The Table 1 represents the demographic profile of a respondent. In the table the age has been
grouped in four categories i.e. (15 to 25) which signify about a youngster who has started his
senior education and about to complete it. (26-39). The early life of career getting mature. (40-
50) is about a certain age of maturity and responsibility who is experienced in taking decisions.
Last but not the least, (50 or up) where a person has reached is pinnacle and is by far the most
sensible compared to other age groups. The income has been grouped like (below Rs.10,000 ; Rs.
10,000 to Rs. 20,000; Rs. 20,000 to Rs.50,000 and finally Rs.50,000 and up). A respondent’s
occupations were classified as student, private sector, public sector, self employed and
homemaker respectively. Male and female in gender were equally shown.

4.2 Results and Discussion

This survey was done on a sample population of 60 people comprising of 30 Females and 30
Males (50%) each. In terms of education level only (5%) constituted with an education level of
class 10 or below, (11.66%) was from class 12 or below and maximum was graduate and above
with a fig. of (83.33%). In age groups it was found the youth contributed the most percentage of
(65%), age group of 26 to 39 years was (16.667%), 40 to 50 years was (5%) and 50 and up was
around (13.33%). On the income side the results showed a maximum value of (55%) and a lowest
value of (5%) in the category income of Rs.10,000 to Rs.20,000. Lastly the marital status was
28.33% and 71.66%, married and unmarried.

 H1: There is a significant difference between gender and consumers’ awareness and
knowledge regarding green products.

Two questions among eleven (Q1 and Q2) were asked whether consumers had any knowledge
regarding Green Products and if they were aware about them from the sources like TV, radio etc.
All questions were asked on a Likert scale and it gave to following statistics:

Table: 2.1 Gender significance with awareness

 Table 2.2 Gender significance with source of awareness

Pearson’s Chi-sq test has been done on both to find out whether a significant relationship exists
or not and to prove the hypothesis. On comparing the two ‘p’ or significant values we find that
from Table 2.1 the p value is almost close to 0.05 i.e. 0.057. Since the significant p value needs
to be ≤ 0.05. We can conclude that there exists no significant relationship with awareness in
terms of gender.
Next, table 2.2 shows the significance between gender and the source of awareness i.e.
whether consumers are know that advertisements of Green Product and its details come from
TV/radio. The results showed the significant p value to be 0.011 which is much less than the
standard hypothesis significant value of 0.05. Hence, we can conclude that there exists a
significant relation between gender and the source of awareness. Seeking further into the data we
can see that among 30 females only 4 are highly aware whereas from 30 males the highest
number of them were aware i.e. 13. It also concludes from here the same hypothesis.

 H2: Gender plays significance in energy efficient products and cost

Two questions asked from the questionnaire (Q3 and Q4) whether consumers are aware of the
energy efficient stars on products while buying and whether they are aware of the fact that higher
the efficiency stars lower would be the energy in the form of electricity consumption in the long
run which is eco-friendly. Following statistics was found:

Table 3.1 Gender significance with awareness of energy efficiency

To test the hypothesis Pearson’s Chi-sq test was performed. It can be seen that both Female and
Male gave maximum number of highly aware responses for the question, i.e. 14 and 20
respectively. The significant p value obtained is 0.253 which is much greater than our standard
significant p value. It can be concluded that Gender plays no significant role with awareness of
energy efficiency. It shows that irrespective of gender, consumers care about the future and is
well aware about the Stars while buying a product. These stars are issued by Bureau of Energy
Efficiency on a rating of 1 to 5, 1 being lest efficient and 5 being the most.
 Table 3.2 Gender significance with awareness of efficiency cost

From this table it is seen that the p value is quite greater which is 0.769. It tells us
that the hypothesis is not correct as the value is nowhere near 0.05. It can understood that both
the genders, Female 9 and Male 13 are highly aware of the fact that buying green product or
energy efficient product. They know that these will save their costing of energy consumption in
the long run. Since, the values are quite significantly close to each other it is evident that there
exists no significant relation between Gender and Efficiency Cost. We can further infer that there
are consumers who buy products with less stars as they cost less. These products may seem low
cost to the eyes but in the future they consume lot of electricity ultimately paying the price and
are also not environmental friendly.

 H3: There is a significant difference between gender and consumers’ awareness level
leading to Sustainable Development

Two questions asked from the questionnaire (Q5 and Q6) whether consumers are aware of the
fact that practicing environmental techniques like reducing energy consumption is one of the
ways of sustainable development. Performing Chi-sq test on the ordinal data following statistics
was found:
 Table 4.1 Gender significance with awareness of Sustainable Development

The above table depicts the significance p value 0.825. Out of 30 Females 16 are highly aware of
the fact which is 53.3% more than half of the female sample population. Similarly, Males also
show a higher awareness value of 19 out of 30. This value is 63.3% of the total male sample
population. Both the gender values are very close. It is enough to prove that here Gender plays
no such significance in awareness to Sustainable Development. Consumers highly feel for their
future generations and the need to practice eco-friendly strategies and methods. If they don’t they
will not be any resource for the next hierarchy.
 Table 4.2 Gender significance with awareness of Green initiatives by the
Government

Pearson Chi-sq value for this test came around 0.068 which is close to the standard
value of 0.05. A significant variation in gender is observed where the number of Females who
were highly aware of this was 9 out of 30 on the other hand quite a large number of Males
were found to be highly aware i.e. 17 out of 30. It can be drawn that as of present there exists
no such significance but there might be a chance in the future that Gender can have
significance with the awareness of the initiatives by the Government. Green projects like Green
Buses and Green Autos are strategies implemented to curb the effect on the environment.

 H4: There is a significant difference between gender and consumers’ perception of

purchasing green products.

Pearson’s Chi-sq test was performed to find out relationship of significance between
Gender and Perception. Questions were grouped into clusters of two. Questions (Q7 and Q8)
asked whether knowledge had any significance on buying behavior and whether income levels
influenced consciousness of buying behavior. From the tests the Chi-sq p value came out to be
0.766 and 0.567, (with Female is to Male High awareness values of 12:15 and 6:12) which is
quite high from the standard. It was then and there concluded Gender played no such
significance on these two. It implied consumers irrespective of gender were perceived same
level among the questions, one gave interesting results, consumers were asked whether they
think or check of Eco-Labeling on products before buying. (Q9) The following statistics were
found:

Table 5: Gender significance with Perception on Eco-Label

The p value of the Chi-sq test was very close to 0.05 i.e. 0.055. It is found that 7
out 30 and 10 out 30 in Females and Males were highly aware of eco-labels respectively.
Males are more aware by 13%. Gender is very close to establishing a significant relationship
with eco-labels.

 H5: There is a significant difference between marital status and consumers’

awareness of green products and its source of awareness.
The questionnaire was handed to 60 consumers in which there were 30 Females
and Males each. Amongst 60 there were 17 married and 43 unmarried. Two questions among
eleven (Q1 and Q2) were asked whether consumers had any knowledge regarding Green
products and if they were aware about them from the sources like TV, radio etc. Their
responses were recorded and ratings were done on a 5 pt Likert scale. The following results
were found:
 Table: 6.1 Marital Status significance on awareness of green products

Table: 6.2 Marital Status significance on source awareness of green products

To check for significance again Pearson’s Chi-sq was done. ‘p’ value of first question came
out to be 0.126. It is more than the standard value. It was also noted that 18 out of 43
unmarried which equals to be around 41.9% and 2 out of 17 married which equals to be
around 11.8% were highly aware of green products. Thus, irrespective of Marital Status
consumers had deep knowledge of green products and if someone who didn’t have it was
probably the knowledgeable people who were responsible in telling them. They who ask them
to follow TV or radio and make themselves aware of the topic which is a must requirement.
 H6: There is a significant difference between marital status and consumers’
awareness of green products and its source of awareness.
Two questions asked from the questionnaire (Q3 and Q4) whether consumers are aware of the
energy efficient stars on products while buying and whether they are aware of the fact that
higher the efficiency stars lower would be the energy in the form of electricity consumption in
the long run which is environment-friendly. Following statistics was found:

Table 7.1 Marital Status significance with awareness of energy efficiency stars

on products

Here, the significant value 0.049 falls within the range of the standard value. Out of 43
unmarried 28 are highly aware (65.1%) of the energy efficient stars on the products while
only 6 out 17 married are highly aware (35.3%). It is evident that people who are married
have less awareness or knowledge about green products and their energy efficiency; they tend
to buy products without any prior statutory information.
 Table 7.2 Marital Status significance with awareness of energy efficiency stars
reducing cost of energy consumption

Obtaining the Pearson’s Chi-sq value to be 0.394 it was same as gender with no significance
whatsoever. Similarly, the other two tests on sustainable development significant relationship
on marital status yield high p values proving marital status have negative significance, every
time unmarried perceived a high awareness rate than the married.

 H7: There is a significant difference between marital status and consumers’

perception on knowledge of buying behaviour.

Table 8.1 Marital Status Chi-sq values for perception on knowledge of buying behavior
Table 8.2 Status Chi-sq values for perception on income levels influencing green brand
conscious

Comparing the p values 0.641 and 0.640 it seen quite understood that Martial
Status has no significant relationship with perception regarding knowledge influencing
buying behavior and income levels making more brand conscious. Both p values are almost
equal. It is observed that unmarried consumers showed high awareness level with an
average percentage of 38.35% than married with an average of 35.3%. The other
questionnaires result in similar conclusions of p values 0.985, 0.617, 0.865.

 H8: There is a significant difference between occupation and consumers’ awareness

and knowledge regarding green products

On the following ordinal variables One-way ANOVA test was done against occupation of
60 sample population to find out whether awareness was occupation sensitive. The
following results were found:
 Table 9: Occupation vs significance of awareness

All the significant values are greater than the Null Hypothesis values so it can be rejected.
Also, the F values are quite larger compared to the significant values. It means higher the F
value lower would be the significance. Thus, inference can be drawn from the fact that
occupation types like student, private or public sector, self employed and housewives are
not sensitive towards awareness of green products. Comparatively students showed a higher
awareness value towards green products but not enough to build a significant relationship.

 H9: There is a significant difference between occupation and consumers’ perception

of purchasing green products

Occupation had significance relationship with perception of buying behavior, income levels
influencing green brand consciousness, eco-labels before buying, companies keeping low
prices for green products and shifting to green products lead to sustainable development.
The following results were obtained
 Table 10: Occupation vs signification of perception

From the above data it is seen that in terms of occupation there exists significance
(0.039) when it comes to perception of Eco-Labels. Consumers first see the tag of eco-
friendly on products then buy it. Among the students and private sectors they perceive
highly about the eco-labels when they select products. Rest values are very near towards
perception of buying behavior, income levels influencing green brand consciousness and
shifting to green products lead to sustainable development with the values of (0.075, 0.052
and 0.09) respectively.

 H10: There is a significant difference between income and consumers’ awareness and
knowledge regarding green products

On the following ordinal variables One-way ANOVA test was done against occupation of
60 sample population to find out whether awareness was occupation sensitive. The
following results were found:
 Table 11: Income vs. Significance of Awareness

The results depict that the significant values are high enough to reject the
hypothesis that income is significantly related to awareness about green products. The
categories lowest were Rs.10,000 and below to highest Rs.50,000 and up. Showed high
awareness in the students group mainly whose income status was below Rs.10,000. Their
age group was between 15 to 25. It is understood that the youth are quite aware about green
products.

 H11: There is a significant difference between income and consumers’ perception of

purchasing green products.
 Table 12: Income vs Significance of Perception

One of the questions that was given to the sample population was whether they
believed companies could reduce price and still main green products, the significant value
after ANOVA analysis was the lowest in the response (0.075). All other income levels
showed no significant relation between perception while there might be a chance may be in
future regarding the same question.

 H12: There is a significant difference between age and consumers’ awareness and
knowledge regarding green products.
 Table 13: Age vs Significance of Awareness

Checking on the first significant value where it was asked whether the consumers were
aware of what green products actually are, it is around 0.057 very close to our standard
value. It was observed age group of (15-25) which compromised of the youngsters were
highly aware of this fact but yet it is not enough to agree to our hypothesis. Thus, it can
be said that age has no significant relationship with awareness.

 H13: There is a significant difference between age and consumers’ perception of

purchasing green products.

Finally the last demographic test of Age on perception was done and one-way ANOVA is
used in SPSS to check the hypothesis. The following table was further analyzed.
 Table 14: Age vs Significance of Perception

Not a single value was close to 0.05 the standard of the null hypothesis. It is
evident from the fact that the sample population which was chosen had no significance to
age regarding perception. Consumers were classified into age groups compromising to
youth who were pursuing education, in career of jobs, adults and seniors. There was no
relationship between age and perception.

5. Conclusion
From the study a number of inferences have been noted. This research paper
aimed at studying the buyer’s behavior towards green products and their awareness.
Demographic factors included gender age, income, occupation and marital status from a
sample population of 60 were calibrated. The most important outcome of this research is
consumers do not have a significant awareness towards green products and further
knowledge on it. As a result it influences their perception towards buying of products. This
test main aim was to distinctly assess each group of person in the society and find out
which demographic factor was particularly significant and responsible for the perception
and awareness. If these factors are not pointed and educated to them, the pressure on
environment will keep on increasing.

It was necessary to know the thinking of youth who comprises of the grass root
level, how much aware they were and how much they perceive before buying. A part of
 duty falls on them to make their family members and others aware and then they will
consider factors like Eco-Label efficiency stars before buying. As the hierarchy goes on
from generations to generations, one positive change with effect the whole cycle. This
change in perception will lead to green attitude and finally green attitude will bring forth
green attachment. Thus, this is one of the ways to accept and implement sustainable
development.

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