A research instrument was developed to measure consumer brand perception towards green apparel brands and a. And hopes for green products also have been hurt by the perception that such products are of lower quality or dont really deliver on. This research attempts to understand consumer perception towards green products and. According to the survey of oecd 2008b, it is forecasted that by 2030 a more environmental decline will happen due to increased air, road, and industrial pollution related to the congestion of commercial activities. The impact of green marketing practices on consumer buying decision. In this study, consumers attitude towards green products has. Green marketing, green products and technologies, consumer perception, factor analytic approach introduction over the last twenty years, public support for environmental protection has waxed and waned. Green brands should be used to point out the situation thatgreen products functions the same as nongreen ones. In consumer behaviour, however, perception refers to much more than just the biological use of our sense organs.
This paper also focuses on the success of efforts put by marketers in bringing green brands awareness in consumers mind. To address these issues systematically, a theoretical model integrating consumers stated willingness to pay with their perception of green foods based on millock2003 is developed. Measuring consumer brand perception for green apparel. Detailed investigation data on two consumer preferential segments, namely those exhibiting choice preference for products with green credential and those without green credential will be used in identifying the influence of consumption values in shrugging off the difference between green preferential and nongreen preferential segments.
In one study, green trust was found to mediate the relationship between green perceived value and green perceived risk the two antecedents of green purchase intention chen et al. Green price price is a key factor in the green marketing mix. The study includes the result of a consumer product and green marketing survey using a questionnaire devised by. Customer retention is related to the continuous purchase behavior of that product, in a certain. Introduction first of all, environment and environmental problems, one of the reason why the green marketing emerged. Pdf a study on consumers perception for green products. Demographic variables will play an intervening or mediating role in the. This chapter and this study will focus on the individual, personal consumer, who purchases products or services for personal and family use. Consumers are willing to pay a higher price for green products only if they can understand its addedvalue. Scribd is the worlds largest social reading and publishing site. The influence of consumers perception of green products on. Influencing consumer behaviour is a complex and difficult task requiring knowledge of its determinants. The main objective of this study is to know the consumer awareness about green products. The study carried out in the month of april and may of year 2015.
It further highlights the consumer perception and the impact of green marketing communication to see how consumers are influenced to opt for green products. Consumer attitude and perception towards green products suboohyusuf1, zeenat fatima2 abstract. There is a significant relationship between product quality and consumer. Green marketing refers to holistic marketing concept wherein the production, marketing consumption and disposal of products and services happen in a manner that is less detrimental to the environment with growing awareness about the. To study about the factor influencing the consumer to use the herbal cosmetic products. The findings of the study reveal that 71 percent respondents perceive green products as environment friendly products. Consumers awareness of price significantly influences their purchasing decision. The data has been collected from 120 youngsters of different areas of ncr. A study of the impact of green marketing on consumer. Results of regression analysis reveals the view that overall green values, awareness about green products and practices and the perception regarding seriousness of marketing companies towards green marketing had positive significant impact on consumer persuasion to buy and prefer green products over conventional products. It signifies that consumer positive attitude towards green products does not. Index termsperceptual factor, contextual factor, corporate environmental performance, willingness to pay, green products i. There was a great deal of empirical research carried out to identify interest among consumers in using and purchasing green products mintel 1991. However, the acceptability of green marketing concept is still lacking among the consumers reason being lack of awareness about eco friendly.
Targeting consumers who are willing to pay more for. This research article examines how green consumers form perceptions about green brands by creating a frame of reference for such consumers in the apparel category. The present study is an attempt to investigate consumer perception and purchase intention towards green products among youngsters in india. Greenwashing effect, attitudes, and beliefs in green. The study incorporates the consumer awareness for green products. Factors affecting green purchase behaviour and future. A study on consumers attitudes towards green marketing and. Understanding the typical consumer understanding on green products within the nepali context by means consumer knowledge and behaviour towards green products is the objective of this research. To find out the consumer willingness to pay more for ecofriendly fmcg products. Mustaghisurrahman abstract environmental issues are increasingly transforming business practices and consumer behavior across the world. Yi chang yang journal of economics, business and management, vol. Most green products are offered at a price higher than similar products. A qualitative study on consumer perception towards green. A study on consumer awareness,attitude and preference towards herbal cosmetic.
Factors affecting green purchase behaviour and future research. Consumers perceived organicproducts were compared to conventional products, and trait was examined, as behavior indicators towards the products. Green marketing, marketingmix, word of mouth, satisfaction, attitude, consumer intention. Brand image awareness brand image is related to a consumers perception on the image of the products with green labels or images. Consumer perception of product quality and the countryoforigin effect1 consumer attitudes to local and foreign products and the likely countryoforigin effect in buy local and made in. Few consumers who report positive attitudes toward ecofriendly products and services follow through with their wallets. Also, green brands should be used to assist consumers distinguish green brands from other identical brands with same actions. Everyone in this earth, play a major role as a consumer.
First, the importance of country of origin in re lation to other product attributes is considered. It is also expected to help the marketers who are targeting the green market to elaborate their strategies. According to green trade and development 2008 consumers are bending towards ecofriendly products and their attitude and perception is also changing which in fact shows that they are conscious. Consumers are the main factors that boost a countrys economy. A study of consumer perception and preferences in india. Pdf consumer attitude and perception towards green. In the modern era of globalization, it has become a challenge to keep the customers as well as consumers in fold and even keep our natural environment safe and that is the biggest need of the time. Although 47 percent of shoppers surveyed looked for and found green products, o nly 22 percent of the shoppers surveyed actually purchased one. The purpose of this paper is to analyze the perception of the influence of greenwashing and of attitudes and beliefs in the decisions of purchase of green products in the retail. Environmental problems are associated with human consumption. Promotion of these green products attempts to influence green consumer behaviour and stimulate green product purchase. It reports the results of a consumer product survey using a. Ecofriendly products and consumer perception essay.
It includes the way stimuli are interacted and integrated by the consumer. When concentrating on product price, chyong, phang, hasan and buncha 2006 has identified, attitudes are. The present research onfined to c ikars district of rajasthan state. Environmental issues are increasingly transforming business practices and consumer behavior across the world. Capturing the green advantage for consumer companies 5 note to the reader about the authors joe manget is a senior partner and managing director in the toronto office of the boston consulting group. The results demonstrated that within consumer perception. Although there are numerous definitions in literature explaining perception from a consumer behaviour perspective, the one used by walters et al 1989, p. Consumer interest in climateneutral products in the netherlands 2018 u. Consumers are also aware of the environmental issues.
Hence, it can be said that lack of consumer trust in green products acts as a barrier towards green purchase behaviour. Pdf consumer attitude and perception towards green products. According to the american marketing association, green marketing is the marketing of products that are presumed to be environmentally safe. Consumer perceptions of ecofriendly products scholarworks. Capturing the green advantage for consumer companies. Impact of ecofriendly products on consumer behavior. However, this is only the beginning of the development of the green concept in malaysia. It is behaviour and perception of a consumer toward green product through which the success or failure can be evaluated. The consumer preference on green product marketing essay. Green marketing, environment, traditional marketing, consumer, marketer. The dependent variable in this study is the factor that affecting consumer preferences for green products. Perhaps the most convincing evidence supporting the growth of ecologically favorable consumer behavior is the increasing number of individuals who are willing to.
A study on the relationship between consumer attitude. Consumers awareness about green products is important in guiding the green consumer purchasing behavior. Consumers attitude towards green packaging affects more factors such as. Pdf green consumerism has increasingly received attention since the increased level of consumer awareness towards green products. Factors affecting consumers green purchasing behavior econstor. Willingness to pay more for green products in germany 2019.
Consumers attitudes and willingnesstopay for green food. However, consumers judge and make purchase decision is mostly influence by their perception, and. Fuller, 1999 has suggested that consumers purchase decisions help the. Consumers perception, purchase intention and actual. The purpose of the present study was to assess the level of consumer willingness to pay more for ecofriendly products, and consumers willing to recycle ewaste at dropoff recycling centers. Consumer attitude and perception towards green products. The study brings out green product awareness among the consumers in kanyakumari district. A study on the relationship between consumer attitude, perceived value and 331 shopping and consumption.
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