INTRODUCTION

The Term “Green” has been the excitement ever on account that the problems along side the
climatic change, pollution, and resources scarcity began garnering interest and problem at global
meets. These issues surfaced because of the slackened human attitude toward the environment
and started manifesting in special forms developing alarm and an awesome surge in concern
across the globe. Governments, environmentalists, social activists and researchers began
advocating the necessity for pro-environmental behaviour and corrective motion to fight the
unwell effects caused thanks to negligent and nonchalant approach towards the environment.
High energy consumption, higher ecological footprinting and rising carbon emissions have taken
a toll on the energy reserves and surroundings. It has presented us with this puzzling query that
even as we consider leaving in the back of us wealth for the next generations, are we leaving
behind a planet capable of maintaining and assisting existence for the destiny generations. There
are many factors which have led to the dire status we are in. The clean availability of
nonrenewable resources, lack of awareness, lack of robust regulatory framework all have been
contributory forces which led to the negligence towards the environment.

Green Initiatives taken via the Utility in the direction of saving power

Dubai Electricity and water Authority (DEWA): The application has unleashed many
inexperienced tasks aiming to lessen and rationalize intake. Some of its operational and
consumer-oriented strategies aimed to save energy have been listed below

Operational Strategies

Dewa has invested closely into growing performance tiers and electricity conservation in Dubai.
It has directed its efforts on bringing down fuel intake at its power plants. Dewa has managed to
provide four hundred MW of electricity without using additional fuel because of its
revolutionary efficiency power and it is persistent and efficient strategy that focusses on the
sustainability of resources and defensive the environment.

The marketing campaign called 'Do Good to Planet Earth' which was added in May 2012, was
taken into consideration to be one of Dewa's most successful cognizance campaigns. It
emphasizes the role of individuals, manufacturers, retailers, and regulators in reaching a mutual
platform when deciding on and buying eco-friendly home appliances. This marketing campaign
was aimed at teaching the citizens on the nice rational practices to be adopted while the use of
inexperienced domestic appliances. Appliances included inside the marketing campaign were
white goods such as washing machines, refrigerators, air conditioners and dishwashers. Dewa in
23 collaboration with its partners provides comprehensive records on ecofriendly home
appliances. Dewa is actively encouraging providers to make their green products to be had and
clean to find to make the transfer over to green products extra handy and ease for all. One of
Dewa's partner, Sharaf DG, has created 'ecozones' in their shops wherein consumers can avail the
offerings of informed sales employees who can share facts on energy performance attributes of
the products. Dewa has partnered with predominant appliances manufacturers and dealers for
creating cognizance and growing availability of GHA. Such collaborations have helped the
consumers recognise approximately the latest power-protecting products and functions to be had
in the marketplace inside their reach. Social media advertising on web sites like Facebook and
Twitter is also aggressively used by Dewa apart from their official website to spread
consciousness among consumers at the need, approaches and approach of saving electricity and
thereby encouraging accountable consumption. Another green initiative from Dewa is carrying
out one week long green events based totally on the theme ‘Dubai Green Week’ which coincided
with WETEX (Water, Energy, Technology and Environmental Exhibition) and the prominent
World Green Economy Summit. Customized forums and programmes were organized to inspire
participation from all strata of society.

Motivation or Need for the Research

Sustainability and Green research have been the most favored place of research inside the current
instances as it has social, economic, health and environmental implications. Besides that,
sustainability research additionally offers scope to beautify our best of existence and positively
contribute to the society we stay in. Apart from this wide purpose, the precise elements which
reinstated the researcher’s hobby in this unique difficulty were enumerated below:

Ethical Reasons: Sustainability is one in every of the maximum critical regions for studies as it
facilitates inside the transition of the society to a possible future. The examine ought to explore
how this small however dynamic kingdom is impacting the much wanted Green transition.

Development Hazards: With a lot of development happening within the UAE with each
enterprise vying with the opposite in carbon emissions, the amount of waste and emissions
created in the call of improvement leaves a distasteful image; highlighting the dire want for such
sustainable development studies.

Futuristic: The examine is essential from the ecological, economic and ethical point of view.
Green advertising not most effective helps in energy conservation however additionally leads to
eco – innovations which might be safe to the environment, sustainable in nature and flourishes
on green electricity.

Definations
Green Marketing: According to Henion and Kinnear; Green Marketing is the implementation
of advertising programs directed on the environmentally aware market segment. According to
Fuller, Green Marketing it is the procedure of planning , controlling, and implementing the
expansion ,pricing , sponsoring and distribution of merchandise in a way that satisfies the
following three criteria : customers' desires are met, organizational dreams are attained and the
method is like minded with the ecosystems. Green marketing, additionally referred as sustainable
advertising and marketing or environmental advertising is designing, promoting, pricing and
distributing merchandise and services in line with the customers’ want and need.

Green Consumer: The boom of Green Marketing caused the evolution of Green patron. 'A
Green Consumer may be diagnosed to be one that avoids any product which may additionally
harm, harm any residing organism purpose deterioration of the surroundings during method of
producing or during method of usage, devour a big amount of non-renewable energy, involves
unethical testing on animals or human subjects.' (Elkington, 1994) Vernekar and Wadhwa define
the inexperienced consumer as a person who adopts environmentally – friendly behaviours
and /or who purchases inexperienced products over the usual alternatives.

Green Product: A inexperienced product is a term that describes a product that protects the
surroundings and replaces artificial elements with herbal ones. Green merchandise are much less
dangerous to human health and they conserve power. Ottman (2007, p.5) defines inexperienced
merchandise as typically durable, non-toxic, made from recycled materials, or minimally
packaged. According to Enviro news and business, Green Products are those that have much less
of an impact on the environment or are much less destructive to human fitness than traditional
equivalents. A product this is made, used or disposed in a manner that significantly reduces the
negative impact that it would in any other case cause to the surroundings, may be taken into
consideration as a inexperienced product. A inexperienced product refers to a product that is
normally nontoxic, initially grown, recycle/reusable, now not tested on animals, no longer
polluting the surroundings and minimally packaged; and contains herbal substances, recycled
content material and accredited chemicals (Ottman 1998[106]; Pavan 2010[107]).

Green Home appliance: Home home equipment which have lesser annual operating cost
because of their electricity saving capabilities are categorised as Green home home equipment.
GHA include massive home appliances (also referred to as as white goods like Refrigerators,
AC’s, Dishwashers and Washing Machines) that are massive and devour vast strength and
having an energetic usage existence of over 10 years marketed as inexperienced with power-
saving benefits.

Scope of the Study

The scope of the study is to decide the attention, choice and willingnessto pay (top rate) for
Green home appliances among clients in UAE. The scope of the study is restricted to only
foremost white items which are big in size and consume a primary bite of power in a not unusual
household like air conditioners, refrigerators, dishwashers, washing machines and televisions.
The study has constrained its recognition to the concept of Green home home equipment (GHA)
and has not tried to isolate and probe client responses across product categories.
Overview of Research Questions
Based at the Research Gap “Awareness, choice and willingness to pay forGreen home home
equipment throughout demographics have not been explored in UAE” recognized from the
literature reviewed, the following studies questions have been formulated:

RQ1: What is the level of awareness for inexperienced home appliances among the purchasers?

RQ2. What is the choice for inexperienced home appliances among the customers?

RQ3. Whether demographic variables affect patron willingness to pay for inexperienced
domestic appliances?

. Overview of the Research Objectives

Accordingly, a three tier Research Objectives have been developed based totally on the 3 studies
questions formulated and the three goals are as follows:

RO1. To determine the awareness level of green home home equipment amongst the Consumers

RO2. To decide the choice for green domestic home equipment amongst the Consumers

RO3. To determine the volume of patron willingness to pay for green domestic appliances across
demographic variables

Overview of the proposed framework

Developing a theoretical framework to address the goals was accomplished via reviewing
marketing communique assessment fashions used to evaluate the have an impact on and
effectiveness of communique campaigns at the consumer. The hierarchy of results models, in
particular the AIDA version and its editions had been reviewed for its suitability and
applicability within the take a look at. The CAB model was finally found appropriate for the look
at for its simplicity and three tier coherence to the research goals of the study. Also, literature
overview of past research and their findings cautioned the a hit application of the version in
similar studies. Thus the theoretical framework proposed has the CAB model as the middle with
improvisations based on the observations from the literature assessment.

Overview of the Research Methodology

The Research methodology turned into identical for the three goals. The difference became only
inside the variables identified to measure the constructs. To constitute the multi-cultural
demographics of UAE, Stratified Random sampling changed into used. The pattern size turned
into calculated with Taro Yamane’s method and a structured questionnaire become used as a
research tool. Reliability and validity test were made at the research device which changed into
also pilot tested and modified based totally at the inputs from pilot testing. Data collection
spanned for three weeks. Data changed into gathered both through net survey mode and private
interview mode.

Significance of the Research

The Research observe is considerable from the academia, software, and the company
perspective. In academia, the thesis no longer most effective contributes by means of filling the
identified research gaps but also gives a sensible application of the communiqué assessment
version – the C-A-B model which has been improvised based totally at the large literature
evaluate done to fit the study purpose. The utility of the three component variants of the
hierarchy of outcomes version to examine purchaser’s awareness, choice and willingness to pay
for GHA will add significance to the version and increase its prominence, applicability, and
usage even in such trans-disciplinary studies linking power, home appliances and patron
behaviour in future. The observe is enormous to the utility and worried governing workplaces
because it gives insightful feedback at the patron’s expertise of the situation and on the
effectiveness of the various inexperienced campaigns, whether it has achieved its objectives. The
demographic profiling would permit the Government frame to recognize the segment which
shows lesser attention and draft phase particular inexperienced recognition campaigns. The
Study is full-size to the company sector as it presents better information on the level of purchaser
consciousness, their alternatives and the premium they are willing to pay across demographic
profiles. The look at also offers statistics at the influencing position of the essential elements
which sell green purchases. The findings of the take a look at would encourage collaboration
among the utility, the producers and the rating bodies to paintings in conjunction with strength
saving objective.

L
LITERATURE REVIEW:

1. (Tiwari, 2016) in the research paper investigated the factors influencing the “Green
marketing in India “. Increasing awareness on the various environmental problems has led
to change in the way consumers go about their life. People are now actively trying to reduce
their impact on the environment and there has been a change in consumer attitudes towards
a green lifestyle. Also the corporate industry however have seen this change in consumer
attitudes and are trying to capture an edge in the competitive market by exploiting the
potential in the green market Industry.
The Phenomenon of “Green Marketing “ which has developed particular the importance in
the modern market and has an important concept in India. Its explores the main issues in
adoption of green marketing practices. The paper describes the current scenario of Indian
market and explores the challenges have with green marketing.

2. Khan and Mosins(2017): in the research paper tried to explore "The energy of emotional
value: Exploring the effects of values on green product customer choice behavior", Using
the idea of intake values, this research proposes to discover the purchaser choice conduct for
inexperienced merchandise in Pakistan. Functional value (fee and quality), social price,
conditional price, epistemic value, and emotional fee and environmental fee were used to
look at the patron choice conduct for inexperienced merchandise. It also gauges the quantity
to which emotional cost moderates the impact of other intake values on green product
purchaser choice behavior. Based on a sample of 260 respondents, the consequences suggest
that functional price (rate), social fee and environmental value have a positive impact on
inexperienced product customer choice behavior, while conditional value and epistemic
price have a negative effect. Functional value (quality) and emotional cost do not influence
inexperienced product client choice behavior. As a mediator, emotional value has a giant
impact on the position of efficient price, social fee, conditional fee, epistemic price and
environmental value. This confirms and significantly adds to the literature of green product
purchaser choice conduct in a developing market.

3. Ali, A., Khan, A.A., Ahmed, I. & Shahzad, W. (2011) in their research article have tested
the Pakistani consumers‟ intention to shop for environmentally friendly merchandise. The
prime consciousness of this research paper became to look at and check out the
hypothesized relationship between predictor and criterion variable .The 2 nd changed into to
determine the relationship of criterion variable and final results variable i.e. green purchase
(GPI) intention and green purchase behavior (GPB). The third goal was to examine the
moderating impact of perceived product price and quality (PPP&Q). The tests found out that
there may be not best a tremendous correlation among GPA and GPI however also a
person’s GPA had a massive impact on his. Similarly GPI is definitely correlated with GPB.
 The results have proven that consumers with intentions to buy green products exhibit better
real buying charges than those who demonstrate no goal of shopping for. The higher the
services of green merchandise with competitive price and quality as compared to
conventional products, the stronger the connection among purchase intension and purchase
behavior.

4. According to Rahbar & Abdul (2011) in the research paper tried to explore that consider
to eco-label have advantageous and good sized correlated with real purchase behavior of
customer in Penang-Malaysia. The respondent’s consider in eco-label has a effective impact
on customer’s real purchase behavior. Without patron’s self belief and trust of eco-label, it's
miles very hard to persuade them to make buy decision. Although consumer’s agree with
has been diagnosed as vital for a success eco-labelling, exceedingly few studies display how
its factors affect the mind-set and green purchase intention. Therefore, the subsequent
hypothesis built. H1a: A big and nice relationship exists between eco-labelling and
customer’s agree with H1b: A significant and high quality causal dating exists between
consumer’s consider and customer’s attitude. H1c: A good sized and superb dating exists
between consumer’s trust and customer’s green purchase intention.

5. (Shao et al., Spears & Singh,2004) in the research paper they are tried to capture the
motivational factors that influence a behavior, they are indications of how hard people are
willing to try , or how much of an effort they are planning to exert, in order to perform the
behavior. Purchase intention is a factor used to calculate the ability to perform behavior in
the future. Previous research has supported the link between the service quality and
purchase intention. In short, Purchase intension is defined as a consciously decided plan to
make an effort to buy a particular products or service.