Review of Research Journal

Impact Factor: 5.8 (UIF) UGC Approved Journal No. 48514 ISSN: 2249-894X

Price and Green Attitude Towards Environmental Friendly Product in Chidambaram

Dr.P.Balathandayutham
Assistant Professor,
Department of Business Administration
Annamalai University

Dr. K. Anandanatarajan,
Assistant Professor,
Department of Business Administration,
Annamalai University
ABSTRACT
The main purpose of the study was to establish the relationship between the Price and
consumer attitude of eco friendly product in Chidambaram. Sample for the study was selected through
simple random sampling. Area of the research was in and out of Chidambaram. Data from 100 samples
were gathered through a questionnaire. Data was analyzed with the help of Linear Multiple
Regression. Results of the study show that most of the statements of price did predict consumer
attitude. There is significant relationship exists between price and consumer attitude.
Keyword: Price, Consumer Attitude
INTRODUCTION
Rodrigues in 1976 argued that attitudes are good predictors of behavior. They can be viewed as
a belief or a feeling regarding a product or service, which, influences an individual to exhibit his
constant behavior towards that product or service (Fishbein & Ajzen, 1975). Attitudes can be
categorized as everlasting assessments made by an individual and the environment which are
surrounding them (Solomon, 2011). Attitudes are inclusive of “a body of lasting beliefs and cognitions
in general, endowed with emotional charge for or against a social object, which predisposes to an
action consistent with the cognitions and emotions related to that object” (Rodrigues, Assmar, &
Jablonski, 2003, p. 100). As per Thurstone, 1976, p. 158, they are the “sum of inclinations and
feelings, prejudice or bias, notions pre-designed, ideas, fears, threats and beliefs of an individual about
any particular subject”.
Regarding this, several researches had been carried out to measure the extent of the consumer’s
willingness to purchase and pay for the green products. Johnston et al., 2001; Cason and Gangadharan,
2002; Loureiro and Hine, 2002; Moon et al., 2002; Bjørner, Hansen and Russell, 2004 have found that
people come forward to purchase green products even for a high price. On the contrary, Nisel (2001)

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 Review of Research Journal
Impact Factor: 5.8 (UIF) UGC Approved Journal No. 48514 ISSN: 2249-894X

and Hopkins and Roche (2009) have concluded that price insignificantly determines the consumer’s
purchase decision.
The whole world, nowadays, is facing a variety of problems related to environment. Protection
of environment has now become a serious matter of concern by several countries, since globalization
has taken a huge effect and as the natural processes of the earth are changing the local problems as
international issues. The industries are also taking various measures to save environment by producing
eco friendly or environment friendly green products. But when price is considered, these green
products are highly expensive when compared to other types of products. As said by Tuttle & Heap;
2008, increasing importance on sustainability by the investment community is only one of the forces
that are changing the landscape for businesses today.
The goods or products that does not produce any damage or harm to the environment, either in
their production or during their usage or even on disposal, are referred to as eco friendly products.
Shortly speaking, these products assist in maintaining the balance of nature by dipping the extent of
pollution in the environment.
The main purpose of the study was to establish the relationship between the Price and
consumer attitude of eco friendly product in Chidambaram.
Review of Literature
Nagaraju and Thejaswini (2016) had done A Study on Consumer Attitude towards Eco-
Friendly FMCG Products With Reference To Hubli City in Karnataka. The main aim of the study was
to examine the extent of knowledge that the consumers possess regarding the environment and their
concern regarding it. The study also examined the attitude and awareness of consumers towards the
environment friendly FMCG goods. The sample size of the study was 100 and was carried out in Hubli
area of Karnataka. Questionnaires through email and direct interviews were done to gather data needed
for the study. The collected data was analyzed through percentage analysis and ANOVA test. The
results of the study reveal the fact that consumer awareness regarding environment friendly products is
created through outdoor advertisements and through labels of products. Further, it is a general notion
that everyone is nowadays aware of the environment friendly products and posses a positive attitude
towards those products. Additionally, it was found that lack of awareness regarding the benefits of
such products become the barriers of not buying environment friendly products. Products of eco-
friendly nature are purchased for health benefits. The research winds up with the fact that the

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 Review of Research Journal
Impact Factor: 5.8 (UIF) UGC Approved Journal No. 48514 ISSN: 2249-894X

consumers are becoming aware of the goodness of green goods. On the contrary, green concept is still
a new concept for many people. It will take a long time and is a huge process to make the green
concept reach the whole lot population. On the whole, it becomes the duty of the government, the
industries and the mass people, altogether, to maintain the balance in ecology.
Phuah Kit Teng, et al., (2018) had done a research on the Green attitude and purchase
intention towards environmental friendly product. The aim of this study was to verify the moderating
effect of consumer attitude on the connection of subjective norms and perceived behavioral control.
The other aim was to examine the purchase intention of consumers regarding eco friendly food
products. Structured questionnaires were used to collect data. The sample size was 151 and the sample
was selected through simple random sampling. Analysis of the data was done with the help of
hierarchical multiple regression, reliability test and descriptive analysis. Findings of the study reveal
that the attitude of consumers is seen to have a moderating effect between consumer’s intention to buy
eco- friendly food items and the subjective norms. But this attitude is not seen to mediate the relation
between consumer’s intention to buy eco- friendly food items and perceived behaviour control.
RESEARCH METHODOLOGY
Sampling and data collection- Data was collected from 100 respondents, who were selected through
random sampling. The area of data collection was Chidambaram.
Statistical tool used-
The data so collected was analyzed with the help of regression.

Sl.No Consumer attitude towards eco friendly product

1 It is essential that the product which I use does not have damage to the environment.
2 I am very cautious in using the eco friendly resources of our planet earth.
3 I am an environmentalist.
4 I am prepared to take necessary actions that are more eco-friendly.
5 Reduction of noise pollution should be followed by the people in the society.
6 The nation’s one main issue is pollution.
7 Even if it is inconvenient, I will not buy products of companies which are irresponsible
towards the environment safety.
8 For the purpose of reducing pollution I am ready to make personal sacrifices, even if the
results seem to appear gradually.
9 It is the need of the hour to reduce the usage of products made from limited eco friendly
resources.
10 Everyone in the society should be aware of the results of the goods they buy.

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 Review of Research Journal
Impact Factor: 5.8 (UIF) UGC Approved Journal No. 48514 ISSN: 2249-894X

Price of eco friendly product

1 In the midst of choices, I would go in for eco friendly good, even if the price is high.
2 Consumers are willing to purchase eco friendly goods that do not affect the environment.
3 In the midst of low price of general products, I will prefer for high priced eco friendly
product.
4 When compared to the conventional items, green products are highly priced.
5 Purchase behavior is seen to be affected by the green product’s price.
6 My expectation is fully satisfied by the green products.

ANALYSIS AND INTERPRETATION

Adjusted R
R R Square F Sig.
Square

.808(a) .654 .650 160.100 .000(a)

a Predictors: (Constant), price

Coefficients(a)
Standard
Unstandardiz
ized
ed
Coefficie
Coefficients t Sig.
nts
Std.
B Beta
Error
(Constant) 1.788 .085 21.138 .000
In the midst of choices, I would go in for eco
.174 .024 .390 7.320 .000
friendly good, even if the price is high.
Consumers are willing to purchase eco friendly
.075 .025 .174 3.033 .003
goods that do not affect the environment.
In the midst of low price of general products, I
.125 .027 .241 4.619 .000
will prefer for high priced eco friendly product.
When compared to the conventional items,
.159 .012 .388 13.410 .000
green products are highly priced.
Purchase behavior is seen to be affected by the
.018 .014 .043 1.299 .195
green product’s price.
My expectation is fully satisfied by the green
.005 .020 .009 .246 .806
products.
a Dependent Variable: Consumer attitude

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 Review of Research Journal
Impact Factor: 5.8 (UIF) UGC Approved Journal No. 48514 ISSN: 2249-894X

Let's focus on the 6 predictors, whether they are statistically significant and, if so, the direction
of the relationship. Most of the price factors are significant, and the coefficient is positive which would
indicate that 4 statements highly influenced consumer attitude.

CONCLUSION
After the data had been analyzed, conclusions and recommendations were drawn based on the
results of the study. The outcomes of the research indicated that only two statements of price did not
predict consumer attitude. Rest of the statements exhibited prediction.
Every study has certain limitations and so is the same for this research. This limitation can be
rectified in future researches. Only the customers of Chidambaram area were examined and studied for
the research. Future studies can be made in other areas of Tamilnadu.

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Impact Factor: 5.8 (UIF) UGC Approved Journal No. 48514 ISSN: 2249-894X

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