CONSUMER BEHAVIOUR TOWARDS GREEN

PRODUCTS : A STUDY BASED ON

THRISSUR DISTRICT
Project report submitted to

Christ college(Autonomous), Irinjalakuda

In partial fulfillment of the requirement for the award of the degree of

BACHELOR OF ARTS IN ECONOMICS

Submitted By

ANJANAKRISHNA V.P.M (Reg. No. CCASAECR10)

Under the supervision of

Sr. ROSY V.O.

POST GRADUATE DEPARTMENT OF ECONOMICS

CHRIST COLLEGE (AUTONOMOUS), IRINJALAKUDA

UNIVERSITY OF CALICUT

MARCH 2021
 CERTIFICATE

This is to certify that the project report entitled “CONSUMER BEHAVIOUR

TOWARDS GREEN PRODUCTS : A STUDY BASED ON THRISSUR
DISTRICT” is a bonafide record of project work done by Ms. AnjanaKrishna
V.P.M in partial fulfillment of requirement for the award of the degree of
Bachelor of Arts in Economics under my guidance and supervision and that it has
not previously formed the basis for awarding for any degree, diploma,
associateship, or fellowship.

Sr. Rosy V.O

Head of the department

Research Department of Economics

Place: Irinjalakuda Christ College (Autonomous),

Date: 30/3/2021 Irinjalakuda

 DECLARATION

I AnjanaKrishna V.P.M hereby declare that this project work entitled

“CONSUMER BAHAVIOUR TOWARDS GREEN PRODUCTS: A STUDY
BASED ON THRISSUR DISTRICT” is a bonafide research paper in partial
fulfillment of requirement for the award of degree of Bachelor of Arts in
Economics under the guidance and supervision of Sr. Rosy V. O, Professor, Head
of the Department, Department of Economics, Christ College (Autonomous)
Irinjalakuda. I also declare that this project report has not previously formed the
basis for the award of any degree, diploma, associateship, fellowship, or other
similar type of recognition.

Place: Irinjalakuda Ms. AnjanaKrishna V P M

Date: 30/3/2021
 ACKNOWLEDGEMENT

I acknowledge My profound gratitude and gracious thanks to Sr. Rosy V.O,

HoD, Research Department of Economics, Christ College (Autonomous)
Irinjalakuda for her valuable guidance and encouragement throughout the
preparation of the project report.

I express my sincere thanks to all the faculty members of Department of

Economics, Christ College (Autonomous) Irinjalakuda for their cooperation and
help.

I acknowledge my sincere gratitude to Rev. Dr. Jolly Andrews, Principal Christ

College (Autonomous) Irinjalakuda. I am thankful to all the respondents in
Thrissur district for their kind cooperation.

I would like to express my gratitude to our parents, brothers, sisters, friends for
their timely support and cooperation. Above all I praise God Almighty who
showered his plentiful blessings upon us.

Place: Irinjalakuda. Ms. AnjanaKrishna V P M

Date: 30/03/2021
 CONTENTS

CHAPTER 1

DESIGN OF THE STUDY

Page No.

1.1 INTRODUCTION 2
1.2 SIGNIFICANCE OF THE STUDY 3
1.3 OBJECTIVES OF THE STUDY 4
1.4 METHODOLOGY OF THE STUDY 4
1.5 REVIEW OF LITERATURE 4
1.6 LIMITATIONS OF THE STUDY 13
1.7 CHAPTER SCHEME 13

CHAPTER 2

AN OVERVIEW OF THE STUDY

2.1 GREEN PRODUCTS IN GLOBAL LEVEL 15

2.1.1 SIGNIFICANCE OF GREEN PRODUCTS 15
2.1.2 CHARACTERISTICS OF GREEN PRODUCTS 16
2.1.3 ADVANTAGES OF GREEN PRODUCTS 17
2.1.4 GOLDEN RULES OF GREEN PRODUCT 18
2.1.5 PARAMETERS OF GREEN PRODUCT AND ITS 19
MARKETING
2.1.6 EXAMPLES OF GREEN PRODUCTS 19
2.1.7 GREEN PRODUCT CERTIFICATION 21
2.1.8 CHALLENGES GREEN PRODUCTS FACE 22
2.2 GREEN PRODUCT IN INDIA 23
2.2.1 MAJOR GREEN PRODUCTS COMPANIES IN 25
INDIA
2.2.2 LIMITATIONS OF GREEN PRODUCT IN INDIA 28
2.3 GREEN PRODUCTS IN KERALA 28
2.3.1 GREEN PRODUCTS AND PRODUCING 29
COMPANIES IN KERALA
 CHAPTER 3

DATA ANALYSIS AND INTERPRETATION

3.1 PROFILE OF THRISSUR DISTRICT 33

3.2 DATA ANALYSIS AND INTERPRETATION 33

3.2.1 CLASSIFICATION ON THE BASIS OF AGE 34

3.2.2 CLASSIFICATION ON THE BASIS OF GENDER 35

3.2.3 CLASSIFICATION ON THE BASIS OF 36

SOCIALGROUP
3.2.4 CLASSIFICATION ON THE BASIS OF 37
EDUCATIONAL QUALIFICATION
3.2.5 CLASSIFICATION ON THE BASIS OF MONTHLY 38
INCOME
3.2.6 CLASSIFICATION ON THE BASIS OF 39
EMPLOYMENT
3.2.7 CONSUMER’S AWARENESS ABOUT GREEN 40
PRODUCTS
3.2.8 CONSUMER’S WHO CAN NAME MORE THAN 41
THREE BRAND OF GREEN PRODUCT
3.2.9 CLASSIFICATION ON THE BASIS OF HOW 42
CONSUMER’S BECAME AWARE OF GREEN
PRODUCTS
3.2.10 CLASSIFICATION BASED ON THE BENEFITS AND 43
ADVANTAGES OF GREEN PRODUCTS
3.2.11 CLASSIFICATION ON THE BASIS OF CONSUMER’S 44
WHO USE POLY BAGS WHEN GOING FOR
SHOPPING
3.2.12 CONSUMER’S WHO FIRST CONSIDER GREEN 45
PRODUCTS WHEN PURCHASING A PRODUCT
3.2.13 CLASSIFICATION ON THE BASIS OF NUMBER OF 46
PEOPLE THOSE WHO HAVE EVER PURCHASED
GREEN PRODUCTS
3.2.14 CLASSIFICATION ON THE BASIS OF KINDS OF 47
GREEN PRODUCTS PEOPLE MAY BUY
3.2.15 CLASSIFICATION ON THE BASIS OF NUMBER OF 48
PEOPLE SATISFIED AFTER USING GREEN
PRODUCTS
3.2.16 CLASSIFICATION ON THE BASIS OF NUMBER OF 49
PEOPLE THOSE WHO ARE AGREE THAT GREEN
PRODUCTS ARE MORE EFFECTIVE THAN
REGULAR PRODUCTS OR NOT.
3.2.17 CLASSIFICATION ON THE BASIS OF THE PEOPLE 50
THOSE WHO ARE WILLING TO PAY MORE FOR
GREEN PRODUCTS
3.2.18 CLASSIFICATION ON THE BASIS OF REASONS 51
THAT MAKE THE PEOPLE TO PAY MORE FOR
GREEN PRODUCTS
3.2.19 CLASSIFICATION ON THE BASIS OF GREEN 52
PRODUCT HAS BETTER QUALITY THAN
REGULAR PRODUCT
3.2.20 CLASSIFICATION ON THE BASIS OF 53
RESTRICTIONS IN CHOOSING PRODUCT
3.2.21 CLASSIFICATION ON THE BASIS OF GREEN 54
PRODUCT IF IT IS EASILY AVAILABLE AT SAME
PRICE OF ORDINARY PRODUCT
3.2.22 CLASSIFICATION ON THE BASIS OF QUALITY OF 55
LIFE
3.2.23 CLASSIFICATION ON THE BASIS OF 56
ENVIRONMENT FRIENDLY
3.2.24 CLASSIFICATION ON THE BASIS OF PROTECTING 57
ENVIRONMENT BY USING GREEN PRODUCT
3.2.25 CLASSIFICATION ON THE BASIS OF 58
ENVIRONMENT ISSUES WHICH CAN BE
CURTAILED BY USING GREEN PRODUCT

CHAPTER 4

FINDINGS, SUGGESTIONS AND CONCLUSION

4.1 INTRODUCTION 61

4.2 FINDINGS 61

4.3 SUGGESTIONS 62

4.4 CONCLUSION 63

BIBLIOGRAPHY

QUESTIONNAIRE
 LIST OF TABLES
List of green product lead countries rank. 23
Table 2.1
Table 2.2 Information about major green product companies 26
in India
Table 3.1 Classification on the basis of age 34

Table 3.2 Classification on the basis of gender 35

Table 3.3 Classification on the basis of social group 36

Table 3.4 Classification on the basis of educational qualification 37

Table 3.5 Classification on the basis of monthly income 38

Table 3.6 Classification on the basis of employment 39

Table 3.7 Consumer’s awareness about green products 40

Table 3.8 Consumers who can name more than three brand of 41
green product
Table 3.9. Classification on the basis of how consumers became 42
aware of green products
Table 3.10 Classification based on the benefits and advantages of 43
green products
Table 3.11 Classification on the basis of consumers who use poly 44
bags when going for shopping
Table 3.12 Consumers who first consider green products when 45
purchasing a product
Table 3.13 Classification on the basis of number of people those 46
who have ever purchased green products
Table 3.14 Classification on the basis of kinds of green products 47
people may buy
Table 3.15 Classification on the basis of number of people 48
satisfied after using green products
Table 3.16 Classification on the basis of number of people those 49
who are agree that green products are more effective
than regular products or not.
Table 3.17 Classification on the basis of the people those who are 50
willing to pay more for green products.
Table 3.18 Classification on the basis of reasons that make the 51
people to pay more for green products.
Table 3.19 Classification on the basis of green product has better 52
quality than regular product
Table 3.20 Classification on the basis of restrictions in choosing 53
product
Table 3.21 Classification on the basis of green product if it is 54
easily available at same price of ordinary product
Table 3.22 Classification on the basis of quality of life 55

Table 3.23 Classification on the basis of environment friendly 56

Table 3.24 Classification on the basis of protecting environment 57

by using Green product
Table 3.25 Classification on the basis of environment issues which 58
can be curtailed by using Green product
 LIST OF FIGURES
Figure 3.1 Map of Thrissur district 33

Figure 3.2 Classification on the basis of age 34

Figure 3.3 Classification on the basis of gender 35

Figure 3.4 Classification on the basis of social group 36

Figure 3.5 Classification on the basis of educational qualification 37

Figure 3.6 Classification on the basis of monthly income 39

Figure 3.7 Classification on the basis of employment 40

Figure 3.8 Consumers who can name more than three brand of 41
green product
Figure 3.9 Consumers who can name more than three brand of 42
green product
Figure 3.10 Classification on the basis of how consumers became 43
aware of green products
Figure 3.11 Classification based on the benefits and advantages of 44
green products
Figure 3.12 Classification on the basis of consumers who use poly 45
bags when going for shopping
Figure 3.13 Consumers who first consider green products when 46
purchasing a product
Figure 3.14 Classification on the basis of number of people those 47
who have ever purchased green products
Figure 3.15 Classification on the basis of kinds of green products 48
people may buy
Figure 3.16 Classification on the basis of number of people 49
satisfied after using green products
Figure 3.17 Classification on the basis of number of people those 50
who are agree that green products are more effective
than regular products or not.
Figure 3.18 Classification on the basis of the people those who are 51
willing to pay more for green products.
Figure 3.19 Classification on the basis of reasons that make the 52
people to pay more for green products.
Figure 3.20 Classification on the basis of green product has better 53
quality than regular product
Figure 3.21 Classification on the basis of restrictions in choosing 54
product
Figure 3.22 Classification on the basis of green product if it is 55
easily available at same price of ordinary product
Figure 3.23 Classification on the basis of quality of life 56

Figure 3.24 Classification on the basis of environment friendly 57

Figure 3.25 Classification on the basis of protecting environment 58

by using Green product
Figure 3.26 Classification on the basis of environment issues which 59
can be curtailed by using Green product
 CHAPTER 1
DESIGN OF THE STUDY
 1.1 INTRODUCTION

The current rapid growth in the economy and the patterns of consumer’s
consumption and behavior worldwide are the main cause of environmental
deterioration. This over consumption has resulted in the deterioration of the
environment. The consequences of this environmental degradation have resulted in
climate change, global warming, pollution, depletion of the ozone layer etc. These
issues have raised concerns to protect our environment which has led to the
concept of going green.

Government has introduced policies to save the environment from further

degradation and so has the corporations opted for environmentally friendly
practices. One of the earliest steps that were taken regarding this environmental
concern was to introduce products that were supposed to be environment friendly.
These products have positive effects on the environment as they are less toxic,
biodegradable, recyclable, energy efficient, renewable due to which they are
termed as “Green Products”. A green product is sustainable product designed to
minimize its environmental impacts during its whole life cycle and even after it's
of no use. Green products are usually identified by having two basic goals –
reducing waste and maximizing resource efficiency.

Green behavior is the choice made by the consumers whether to buy an eco-
friendly product or not. Consumers concern towards a safe environment has been
frequently increasing. Nowadays the market contains a wide variety of products
that are environmentally safe. The purchase behavior of the consumers depends on
the beliefs and the consciousness of the consumer towards environmental
concerns. If a consumer opts for a green product, it not only has personal benefits
for the consumer but also many long-term environmental benefits.

A green consumer is aware of his or her obligation to protect the environment by

selectively purchasing green products or services. A green consumer tries to
maintain a healthy and safe lifestyle without endangering the sustainability of the
planet and the future of mankind. Green Consumer Day is celebrated on
September 28th every year to create an awareness of bringing a green and clean
pollution-free environment. This day also depicts the issues and impacts of
consumerism over the environment. Also, many awareness programs are
conducted on this day to teach people about the significance of recycling-reusing
and reducing waste materials.

The concern for environment has been found to be more among the young
consumers. Consumers regard the features of the green products to be most
important while purchasing them. They are even willing to pay more for the green
products to protect their environment. Consumers are motivated to buy green
products not only because of their concern for the environment but also
because they believe these can be healthier option for them.

Green marketing is the marketing of environmentally friendly products and

services. It is becoming more popular as more people become concerned with
environmental issues and decide that they want to spend their money in a way that
is kinder to the planet. The process of selling products based on the environmental
benefits is called Green marketing. A lot of companies promote their products by
enhancing the consciousness of the consumers towards the environmental issues
which makes a consumer move from a convectional product to a green
product . This helps the firms to not only market their products but also increase
the awareness of the consumers.

Living green involves a lifestyle that sustains a healthy environment in the home,
community, and planet. Green lifestyle has become common in developed
countries than in developing countries. Many firms have started green marketing
and strategies for the development of green products to save the environment and
to gain long term profits. Nowadays, we have lot of green products in the market
e.g., CFL bulbs, Electric home appliances, jute bags, rechargeable batteries, solar
chargers.

1.2. SIGNIFICANCE OF THE STUDY

There has been a rapid growth in economy with the increase in the consumption
across the world. This over consumption has resulted in the deterioration of the
environment. The consequences of this environmental degradation have resulted in
pollution, global warming etc. which has become a cause of public concern which
in turn lead to the green movement for the preservation of environment. The
purpose of this paper was to understand the variables affecting the consumer
buying behavior of green products. The study revealed the demographic factors
don't influence the purchasing behavior of green products. A consumer's purchase
behavior depends on the consumer's level of satisfaction towards the product.
Purchasing behavior and customer satisfaction is mostly influenced by the
attributes of the green products.

Environmental problems have been increasing at an alarming rate in the recent

times. It is in this situation green tagged products are getting more importance
which has the capacity to reduce environmental issues and health hazards. The
number of consumers who consume green products is very less due to lack of
awareness, less availability, high price and so on. The present study focuses on the
consumption behaviour towards green products, with special reference to Thrissur
district of Kerala, India.
1.3. OBJECTIVES OF THE STUDY

1. To access the consumption behavior of consumers towards Green Products.

2. To understand the role of Green Products in improving quality of life.

3. To evaluate the role of Green Products in addressing environmental issues.

1.4. METHODOLOGY OF THE STUDY

The present study was conducted based on both primary data and secondary data.
The primary data was collected randomly from three selected wards of Thrissur
Corporation through online survey method. They are Mukkattukara,Gandhinagar
and Chembukkavu(20 responses from each ward). A detailed Google form was
prepared to collect data from the selected sample. A total of 60 responses were
taken for the study. The required secondary data have been collected from sources
like journals, survey reports and internet. For the present study bar diagram and
pie diagram are used to present data.

1.5. REVIEW OF LITERATURE

A study conducted by Collins Marfo Agyeman (2014) titled “Consumers buying

behaviour towards green products” says that over the past few years, the demand
for green products in Indian has been growing significantly due to the increased
interest in the environment. Consumers today are increasingly “thinking green”
and are willing to pay more for environmentally friendly products. The increasing
numbers of consumers who prefer and are willing to buy these products are
subjected to the buying process. Consumers have different buying behaviours, and
these behaviours are constantly changing because of the availability of best
alternatives to choose from.

The study entitled “consumer adoption of green products: Modeling the enablers”
by Vishnu Nath, Rupesh Kumar, Rajat Agarwal, Aditya Goutham and Vinay
Sharma (2013) indicates that environmentalism has become an important social
and corporate issue during the twenty-first century. Consumers are becoming more
environmentally conscious and are demanding green products from manufacturers.
This has resulted in the emergence of new concepts like green marketing and
green consumerism. Over the years various studies have investigated the concept
of green consumer behaviour and have listed out factors that work as either
barriers or enablers when it comes to consumer adoption of environmentally
sustainable products or lifestyles.

The study “Exploring consumer attitude and behaviour towards green practices in
the lodging industry in India” (2007) by Vinnie Jauhari and Kamal Manaktola
argues that the study seeks to explore the factors which influence the consumer
attitude and behaviour towards green practices in the lodging industry in India and
to explore the consumers' intentions to pay for these practices.

A study entitled “Green products: an exploratory study on the consumer behaviour

in emerging economies of the East” by Aindrila Biswas and Mousumi Roy (2015)
reveals the recent years have witnessed a phenomenal change in quantum and
pattern of consumption in the developing nations of the East. Ever increasing
consumption is putting a strain on the environment. The present work delves into
understanding the relationship between environmental concerns and consumer
choice behaviour in purchasing green products in the context of India being a large
emerging economy in South East Asia. Consumption values differ significantly
across consumers exhibiting different preference for products with and without
green credentials, being higher for those with green purchase or consumption
experience or notion.

A study conducted by Prashant Kumar, Bhimrao M Ghodeswar (2015) titled

“Factors affecting consumers green product purchase decisions” tells that the
literature on green consumer behaviour recently focuses upon the Asian markets.
Though environmental consciousness in Indian consumers is observed in the
literature, their purchase behaviour towards green products is not yet clearly
understood. So, the purpose of this paper is to study the factors affecting
consumers’ green product purchase decisions in India. The results witnessed that
the respondents possess willingness to support environmental protection,
realization of environmental responsibilities, and inclination towards searching
green product-related information and learning about green products. Supporting
environmental protection, drive for environmental responsibility, green product
experience, environmental friendliness of companies and social appeal are
identified as important factors affecting green product purchase decisions.

A study titled “Green consumer behaviour: an experimental analysis of

willingness to pay for remanufactured products” (2011) by Celine Michaud and
Daniel Llerena shows that products' end‐of‐life management has recently become
a critical business issue. One of the possible ends‐of‐life strategies is
remanufacturing, which can provide competitive advantages through material and
energy savings. Beyond industrial organization challenges, there is a question
about the interest of developing a green marketing strategy for remanufactured
products. Indeed, remanufactured products can be considered as green products
since their industrial process has environmental benefits.

Aradhana Gandhi and Pratima Sheorey conducted a study “Antecedents of green

consumer behaviour: a study of consumers in a developing country like India”
(2019). This paper aims to explore the parameters that affect the purchase
behaviour of green consumers in a developing country like India. An empirical
study was conducted in which data were collected through an e-survey. 437 people
aged 18-55 and belonging to seven cities across India participated in the survey.
The study suggests that marketers and regulators should educate citizens about
environmental concerns, thereby generating awareness towards buying green
products.

A study titled “The influence of consumers perception of green products on green

purchase intention (2014) by Wilson Kong, Amran Harun, Rini Suryati Sulong
and Jaratin Lily says about green consumerism has increasingly received attention
since the increased level of consumer awareness towards green products.
Therefore, the aim of this paper had been to examine the influence of consumer
perception of green products on green purchase intention. In this study, perception
of green products was conceptualized as a multidimensional variable comprised of
green corporate perception, eco-label, green advertising, green packaging, and
green product value.

William young, Kumju Hwang, Seonaidh Mc Donald and Caroline J Oates

conducted a study “ Sustainable Consumption : green consumer behaviour when
purchasing products (2010) about ‘Attitude–behaviour gap’ or ‘values–action gap’
where 30% of consumers report that they are very concerned about environmental
issues but they are struggling to translate this into purchases.

Meghna Sharma and Prachi Trivedi conducted a study on the topic “Various
Green Marketing Variables and Their Effects on Consumers Buying Behaviour for
Green products” (2016) reveals that green is the word of the day. The
government, companies and consumers in general know the importance of the
environment and the contribution done by all to degrade it. It becomes very much
crucial now to alter the way of living to save the existence of our own. And
marketing can do wonders to bring this change. What is required is to identify the
needs and wants of consumers and the variables which affect them the most. This
paper identifies those variables and the effect of each on consumer’s green buying
behaviour. There are eight such variables namely eco-labels, eco-brands,
environmental advertising, environmental awareness, green product, green price,
green promotions, and demographics. Each variable is equally significant for the
green marketer. He should know which variable to emphasize more as per the
market segment he is concentrating. This paper gives a vivid description of each
variable.

A study entitled “Do green products make us better people?” (2010) edited by
Nina Mazar and Chen-Bo Zhong shows that consumer choices reflect not only
price and quality preferences but also social and moral values, as witnessed in the
remarkable growth of the global market for organic and environmentally friendly
products. Building on recent research on behavioral priming and moral regulation,
we found that mere exposure to green products and the purchase of such products
lead to markedly different behavioral consequences.

A study conducted by Clare D’ Souza, Mehdi Taghian Peter Lamb and Roman
Peretiatkos on the topic of “Green products and corporate strategy : an empirical
investigation ” (2006) says conceptual model is proposed and was subjected to
empirical verification with the use of a survey of metropolitan and regional
households in Victoria, Australia. The data were analyzed using both descriptive
measures and exploratory factor analysis to identify and validate the items
contributing to each component in the model. AMOS structural modeling was
used to estimate the measure of respondents' overall perception of green products
and their intention to purchase.

A study “In search of the green consumers : A perceptual study ( 2007) by K

Chitra .In view of the growing concern over the environment related aspects
across the world the marketers are attempting to address the green issues by way
of increased attention to ‘cradle to cradle ‘products instead of ‘cradle to grave
‘products. The need for green products is gradually increasing on account of
persistent raise in the concern for eco friendliness. Organizations are bestowed
with the responsibility of preserving the rare natural resources to meet the needs of
the forthcoming generation. This paper is an attempt to bring to light the major
stakeholders' apprehension over the green marketing issues.

A study entitled “Examination of environmental beliefs and its impact on the

influence of price, quality and demographic characteristics with respect to green
purchase intention” (2007) edited by Clare D’Souza, Mehedi Taghian and Rajiv
Khosla argues that research indicates that the environment has had a definite
impact on consumer behaviour whereby suggesting targeting consumers according
to their environmental beliefs. This study investigated the consumers' green
purchase behaviour using price and quality attributes as contributors to the
formation of purchase intention. It attempts to construct a model that may
facilitate the better understanding of green consumers' market segments using an
intelligent soft computing model.

Rosa Maria Dangelico and Devashish pujari conducted a study on the topic of
“Mainstreaming green product innovation: Why and how companies integrate
environmental sustainability (2010) says green product innovation has been
recognized as one of the key factors to achieve growth, environmental
sustainability, and a better quality of life. Understanding green product innovation
because of interaction between innovation and sustainability has become a
strategic priority for theory and practice. This article investigates green product
innovation by means of a multiple case study analysis of 12 small to medium size
manufacturing companies based in Italy and Canada.
A study entitled “The influence of media exposure, safety and health concerns and
self-efficacy on environmental attitudes towards electronic green products ”
(2011) by Iman Khalid A Qader and Yuserrie Zainuddin says that as the high-tech
industry evolves at a rapid pace, vast amounts of hazardous materials are used in
fueling its global expansion. These rapid changes in production processes are
significantly depleting natural resources. With the surge of popular interest and
awareness pertaining to environmental issues, organizations may be in peril if
consumers' attitudes towards their products are ignored. This study intends to
understand consumers' environmental attitudes towards electronic green products
and to identify the effect of three factors, namely, media exposure, safety and
health concerns, and self-efficacy, on this attitude.

A study by Ronald Drozdenko, Marlene Jensen and Donna Coelho on the topic of
“Pricing of green products: Premium paid, consumer characteristics and
incentives” (2011). In a study of consumer perceptions, we examined three areas
related to the pricing of green products; the premium consumers are willing to pay
for a green product, the relationship between diverse categories of green products,
and how tax credits affect the amount consumers are willing to pay for a major
green purchase for the home. Significantly increased the amount of money the
homeowners were willing to spend on the solar panels and green water heaters.
There were significant gender differences for three product categories, but no
differences based on income or education.

A study “Consumer’s perceptions of ‘green’: why and how consumers use eco-
fashion and green beauty products” (2011) by Marie – Cecile Cervellon and
Lindsey Carey says that the market for green products is expanding worldwide in
a variety of industries, such as food, fashion and cosmetics. However, there is little
research about consumer behaviour regarding green fashion and beauty, or
consumers' knowledge of green labels and certifications. This article explores
these issues through a qualitative research approach, using in-depth interviews and
focus groups. Results suggest that consumers do not understand the meaning of all
terms and labels used to describe and guarantee green products, such as, for
example, eco-labels on organic cosmetics. Regarding the motivation of consumers
for consuming eco-fashion and green beauty products, protection of the
environment is not a priority. Respondents' motives for purchasing these products
appear to be egocentric and related to health.

A study “The attitude and purchasing of female consumers towards green

marketing related to cosmetic industry ” (2018) by Aakanksha Singhal ,Garmia
Malik tells that in the current scenario, consumers are looking for the well-known
brands having quality which satisfies their needs. Most people value the
environment and belief to protect it. They are aware about the environmental
problems, but it is not necessary that their purchasing should lie on this basis.
There may be a difference between their attitude towards eco-friendly cosmetic
products and the purchasing, which lies on some important factors such as product
features, price, promotion, and convenience to purchase. This paper aims to
discuss the relationship between different age, education, and income groups of
female consumers with the attitude of female consumers towards green cosmetic
products. This paper also highlights the purchasing of female consumers towards
eco-friendly cosmetic products and the relationship of it with their attitude.

A study “Green marketing: A study of consumers attitude towards environment

friendly products” by Jacob Cherian, Jolly Jacob (2012). Increasing awareness on
the various environmental problems has led a shift in the way consumers go about
their life. There has been a change in consumer attitudes towards a green lifestyle.
People are actively trying to reduce their impact on the environment. However,
this is not widespread and is still evolving. Organizations and business however
have seen this change in consumer attitudes and are trying to gain an edge in the
competitive market by exploiting the potential in the green market industry. The
current study introduces the concept of green marketing and investigates the
various ways in which the different consumer attributes are related to the concept
of green marketing. A conceptual framework is presented, and the information is
analyzed based on the framework.

Study conducted by Faizan Zafar Sheikh, Ashfaq Ahmed Mirza, Anam Aftab and
Bilal Asghar (2014) “Consumer Green Behaviour Toward Green Products and
Green Purchase Decision” talks about the customer of our market how they will
buy green products and how they will make decision while purchasing a green
product. It tells what factor are affecting green behaviour and decision making of
customers. The basic objective of this paper was to see how consumer will make
its green purchase decision and behaviour toward green products. Findings of this
study shows that there is strong positive relationship between consumer green
behaviour and price, quality, and green marketing while brand and gender
difference has very weak relationship with consumer green behaviour.

“Consumer Awareness and Perception Towards Green Products: A Study of

Youngsters in India” (2012) by Sanjeev Kumar, Radha Garg, Anita Makkar is an
attempt to investigate consumer perception and purchase intention towards green
products among youngsters in India. Researchers conclude that the consumers do
not have environment concern only, but also have positive and high intentions to
buy green products. The study brings out interesting insight that, though consumer
were environmentally concerned and ready to pay high, yet they were not aware as
to what constitutes environmentally friendly products.

Study conducted by Aindrila Biswas and Mousumi Roy (2016) “A Study of

Consumers’ Willingness to Pay for Green Products” tries to prognosticate the
drivers for green purchase decisions and willingness-to-pay. Results suggest the
dominance of consumers’ perception about the functional aspects of green
products on their willingness-to-pay.it conclude that price and quality concern are
the major antecedents for the market augmentation of green products.

Study of Norazah Mohd Suki (2013) “Green Products Purchases: Structural

Relationships of Consumers’ Perception of Eco-Label, Eco-Brand and
Environmental Advertisement” aims to investigate the effects of environmental
advertisement, consumers’ perception of eco-label and impact of eco-brand on
their actual purchase behaviour of green product. Results revealed that consumers’
perception of Eco label was the strongest determinant of their actual purchase
behavior of green product. consumers’ perception of eco-brand has a significant
influence on their actual purchase behavior of green product. This study provides
several practical implications for marketers in boosting consumers’ actual
purchase behaviour of green product towards its sustainability.

Barua Promotosh, Islam Md. Sajedul (2011) in their study “Young Consumers’
Purchase Intentions of Buying Green Products” explored the contextual factors
affecting young consumers’ attitudes and their intentions of green purchase
behavior in the area of consumer behavior. This study also intends to detect
variables that influence young consumers’ intentions of buying green products.
Influence of contextual and background factors –parents, peer, and environmental
knowledge – clearly played an important role in influencing young consumers’
purchase intentions of buying green products.

Consumer Buying Behaviour of Green Products by Dr. H. C. Purohit (2011) tries

to find out the relationship between consumer attitude towards green marketing
and their buying intention. The finding of the study shows that consumers are
ready to pay more prices for the products which are causing less environmental
pollution. They also prefer promotional campaign which protects the environment,
and distribution channels which are not causing environmental pollution. But they
are not ready to compromise the quality of the product for the sake of the
environment.

Collins Marfo Agyeman (2014) conducted a study with topic “Consumers'

Buying Behavior Towards Green Products: An Exploratory Study” to explore the
extent of the impact of consumers’ buying behavior towards the marketing of
green products in Kancheepuram District. The study investigates the relationship
between variables that affect consumers’ buying behaviour for green products and
identifies the price levels consumers prefer to pay for green products in the
district. The findings of the study reveal that there is significant relationship
between the variables which affects consumers’ buying behaviour for green
products. the factors affecting the consumers’ buying behaviour have major
implications on purchasing decisions.

The findings of study conducted by Deepak Jaiswala and Rishi Kant(2018) “Green
purchasing behaviour: A conceptual framework and empirical investigation of
Indian consumers” unveiled that Green purchase intention (GPI) was significantly
and directly driven by Attitude towards green products (AGP), Environmental
concern (EC), and Perceived consumer effectiveness (PCE) directly and indirectly
via the mediating the role of AGP however, perceived environmental knowledge
(PEK) was found to be insignificant effect on both AGP and GPI in this study. The
study is perhaps the first that perceived consumer effectiveness is directly
investigated with AGP and GPI in Indian context.

Yi Chang Yang (2017) in his study “Consumer Behavior towards Green

Products” showed that there was a connection between perceived quality and
purchase intention. The results of this research have provided an insight into
consumers’ perception and offer a more comprehensive understanding of the
effect of brand knowledge on consumer attitudes towards green skincare products
and product evaluation.

The study conducted by Dr. M. K. Durgamani, K. Abirami and Dr. M. Ganesan

(2018) “A Study on Consumers’ Buying Behaviour Towards Selected Green
Products in Kumbakonam” have analyzed the reasons for consumers opting to
buy ecofriendly green products. Raising awareness on the safety of the earth and
the responsibility in every individual to handover a safe environment to the future
progenies has acted as a stimulus for this study. The researchers made a deep
study into the various ecofriendly green products that are used by consumers and
have identified the potential gaps for the marketers to tap their sale. The paper
suggests possible suggestions to attract consumers and reasons for the lack in sale.

“Consumer Perception Towards Green Products and Strategies That Impact the
Consumers Perception” by Lavanya. K and Dr. P. MadhanKumar (2019) aims to
explore the impact of different strategies used by green marketers to modulate the
customer perceptions towards green products and their choice to purchase based
on the Theory of Reasoned Action. Consumers overall attitude towards green
products was positive and they really want to protect the present and future
situation as far as ecological sustainability is concerned. The acceptance of green
products by consumers has increased rapidly, be it food or daily use products.
Majority of the consumers are aware of green products and the organizations
marketing the same.

Tanusri Pillai, K. Jothi (2020) in their study “An Analytical Study of Green
Products and The Consumer Behavior Towards Them in Kerala” analyzes the
significance of the consumers ‘behaviour of buying green products in Kerala and
the factors that influence the intention of the consumer to buy green products. it
observed positive relationship between Increase consumers ‘buying behaviour to
that of Quality, Awareness and cost. It can be concluded that when the quality,
awareness and cost of the green products are good to the consumers then the
intention of the consumers to buy the green products also will be increased
simultaneously.

Raseem Abdul Khader. P (2017) conducted his study “A Study on Consumer

Behaviour Towards Green Products with Reference to Malappuram District” to
explore the extent of the impact of consumers’ buying behaviour towards the
marketing of green products in Malappuram district. The study shows that
educational background has no significant influence on purchasing decision of
green products and less access of green product is the main restricting factor for
purchasing eco-friendly products. Consumers are willing to pay extra price
towards green products, organizations are taking notice of the demand and
behaviour and attitude of the consumers.

Denni Arli, Lay P. Tan, Fandy Tjiptono, Lin Yang (2018) in their study
“Exploring Consumers’ Purchase Intention Towards Green Products in An
Emerging Market: The Role of Consumers’ Perceived Readiness” explore the
roles of consumers’ perceived readiness to be green and subsequently, how
readiness to be green affects consumers’ purchase intention towards green
products in an emerging market. The findings reveal that consumers’ attitude
(ATT), subjective norm, perceived behavioural control (PBC), pro‐environmental
self‐identity (PEI), ethical obligation and consumers’ readiness to be green are the
determinants of intention to purchase green products. The study provides further
insights into the discrepancy between professed positive attitudes towards the
environment and the slow uptake of green behaviour in an emerging market.

A study by Tan Booi Chen, Lau Teck Chai (2010) titled “Attitude towards the
Environment and Green Products: Consumers’ Perspective” compare gender with
attitudes towards the environment and green products and investigate the
relationship between attitude towards the environment and green products. Results
show that there were no significant differences between gender in their
environmental attitudes and attitudes on green products. Results revealed that
consumer attitudes on the government’s role and their personal norm towards the
environment contributed significantly to their attitude on green product.
1.6. LIMITATIONS OF THE STUDY

The survey had following limitations:

• We focused consumers who belong to only region of Thrissur district.

• Due to time constraints the survey was conducted on limited number of
participants.
• Survey does not follow proper scientific method. It is a less structured
methodology only to draw general conclusion.
• Some participants do not take the survey seriously which can result in
inaccurate data. Also, survey research only makes sense if and only if
people honestly report their beliefs and preferences. Respondents may
not be fully aware of their reasons for any given answers because of
lack of memory on the subject or even boredom.

1.7. CHAPTER SCHEME

The first chapter consists of Introduction, Significance of the study, Research

problem, Objectives of the study, Methodology of the study, Review of literature,
Limitations of the study and Chapter scheme. The second chapter explains about
an overview of consumer behavior towards Green Products. The third chapter
consists of data analysis and interpretation. The last chapter is the sum up of this
study consisting of findings, suggestions and conclusion.
 CHAPTER 2
AN OVERVIEW OF THE STUDY
2.1 GREEN PRODUCTS IN GLOBAL LEVEL

There has been a rising concern on environmental issues worldwide nowadays.

Over the years, the temperature has been rising because of carbon dioxide trapped
and greenhouse gases have affected the global climate. This change will affect the
people live all over the world. This also includes access to water, health, food, and
the well-being of the environment. Today’s consumers have started to recognize
that their purchasing behaviours cause a big impact to the environment. Therefore,
companies should practice offering environmentally friendly products and services
to people to prevent this world become worse.

Green products are products with low environmental impacts. They are defined as
products with an alternative design such that fewer physical resources are required
during its life recycle. Green products are products that are non-toxic, water-
efficient, and recyclable and biodegradable. There are many green products that
have been produced for people in the market. Green economy aims at reducing
environmental risks and ecological scarcities and that aims for sustainable
development without degrading the environment. The Green Consumer Day is
celebrated globally on 28th September every year and it highlights the problems of
consumerism and its impact on the environment. A green consumer is aware of his
or her obligation to protect the environment by selectively purchasing green
products. They also try to maintain a healthy and safe lifestyle without
endangering the sustainability of the planet and the future of mankind. Green
marketing is the marketing of environmentally friendly products and services. It is
becoming more popular as more people become concerned with environmental
issues and decide that they should spend their money in a way that is kinder to
planet. Being eco-friendly is becoming more and more important. Eco-friendly
products promote green living that helps to conserve energy and prevent air, water
and noise pollution. They prove to be boon for the environment and prevent
human health from deterioration.

2.1.1 SIGNIFICANCE OF GREEN PRODUCTS

Green product has been widely adopted by the firm worldwide and the following
are the possible reasons cited for this wide adoption.

A) Opportunities in Green Product-

As demand changes, many firms see these changes as an opportunity to exploit

and have a competitive advantage over firms marketing non- environmental
response alternatives.
 B) Government Pressure-

As with all marketing related activities, government want to protect consumers

and society, the significant green marketing implication.

❖ Reduce production of harmful products.

❖ Ensure that all type of consumers can evaluate the environmental

Composition of goods.

❖ Government establishes regulations designed to control the amount of

hazardous waste product by firm.

C) Competitive Pressure-

Another major force in the environment marketing area has been firms desire to
maintain their competitive position. In many cases firm observe competition
promotion their environmental behavior and emulate their behavior. In some
instances, this competitive pressure has caused an entire industry to modify and
reduce its detrimental environmental behavior.

D) Social Responsibility-

Many firms are beginning to realize that they are members of wide community
and therefore must behave in an environmentally responsible manner. This result
in environment issues being integration into firm’s corporate culture.

E) Cost or Profit issues-

Firm can use green product to address cost or profit related issues. Therefore,
firms can reduce harm wastes may incur substantial cost savings.

2.1.2 CHARACTERISTICS OF GREEN PRODUCTS

The products those are manufactured through green technology and that caused no
environmental hazards are called green products. Promotion of green technology
and green products is necessary for conservation of natural resources and
sustainable development. Characteristics of green products are as follows:

❖ Grown without the use of toxic chemicals and within hygienic conditions.

❖ Can be recycled, reused and is biodegradable in nature.

❖ Comes with eco- friendly packing.

❖ Uses the least resources.

 ❖ Is eco-efficient.

❖ Has reduced or zero carbon footprint.

❖ Has reduced or zero plastic footprint.

2.1.3 ADVANTAGES OF GREEN PRODUCTS

A) Advantages of going green to the brands-

❖ Access to New Markets: Developing green products opens the doors to an

all-new market of green consumers who buy only green products and even
pay more for the same.

❖ Competitive Advantage: It’s a proven fact that going green is a big

competitive advantage in the market right now.

❖ Positive Public Image: When a brand does something for the society and
the environment, its brand image automatically enhances.

❖ Brand Loyalty: Green companies automatically gain a set loyal green

customer who prefers green products over conventional non-
environmentally friendly products.

B) Advantages of going green to the customers-

❖ Cost-effective products: Green products last longer than conventional

products. Moreover, these products consume less energy and other
resources thus reducing the bills of the users. For example, solar speakers
can last for 10 hours just by charging with solar energy.

❖ Low maintenance: If operated responsibly and maintained properly, the

green products result in low maintenance costs. Take green buildings, for
example. They market themselves not only for being environmentally
friendly but also for less operational costs.

❖ Improves health: Since eco-friendly products are made from materials that
are free from harmful chemicals and components, they not only improve
physical but also mental health. In green buildings, large windows are
installed which allows healthy and fresh air along with natural lighting in
abundance. It improves mental health and reduces stress.

C) Advantages of going green to the society-

❖ Generate More Jobs: According to a study by International Renewable

Energy Agency (IRENA), the renewable energy industry has created
almost 5 lakh new jobs opportunity in 2017, an increase of 5.3% than 2016.
 It is predicted that if the demands of green products continue to grow, the
number will rise to 16 million by 2030. Thus, with the development of
green products not only the environmental but also the economic
conditions are improving.

❖ Prevents overuse of resources: Green products reduce the threat of overuse

of resources and fossil fuels and encourages the generation of energy using
natural resources.

❖ Protects the environment: Green products are made from organic and
biodegradable materials and are designed to use least non- renewable
resources and toxic chemicals to produce energy. This reduces the
generation of greenhouse gases like CFCs, Ozone, and Methane etc. and
hence prevents pollution and deterioration of climatic.

2.1.4 GOLDEN RULES OF GREEN PRODUCT

❖ Know your customer-

Make sure that the customer is aware of and concerned about the issues that our
product attempts to new innovative and satisfy their needs and wants based on the
environmental balancing products consumption.

❖ Being genuine and transparent-

The business policies are consistent with whatever you are doing that’s
environmentally friendly business to establish the kind of environmental credential
that will allow o green marketing campaign to succeed.

❖ Reassure the buyer-

Consumers must be made to believe that the product performs the job it’s
supposed to do they won’t forego product in the name of the environment.

❖ Giving your customers an opportunity to participate-

Means personalizing the benefits of your environmentally friendly actions,

normally through letting the customer take part in positive environment action.

❖ Companies recognize that consumer expectations have changed-

It is not enough for a company to green its products; consumers expect the
products that they purchase pocket friendly and to help reduce the environment
impact in their own lives too.
2.1.5 PARAMETERS OF GREEN PRODUCT AND ITS MARKETING

Many global players in diverse business are now successfully implementing green
product marketing practices. We have 4 P’s called product, price, place, and
promotion in marketing. Companies which embark on green marketing should
adopt the following principles in their path toward green.

❖ Adopt virgin green technology process to reduce environmental impact.

❖ Establish a management and control system that will lead to the adherence
of stringent environment safety norms.

❖ Using more environment friendly raw materials at the production stage

itself.

❖ Exploring possibility of recycling of the used products, so that it can be

used to offer similar other benefit with fewer wage.

2.1.6 EXAMPLES OF GREEN PRODUCTS

• Energy Saving TVs-

Television manufactures have been making a concerted effort to produce energy

efficient products for some time now. The vast majority of a retailer’s television
inventory is generally ENERGY STAR-certified, signifying their commitment to
energy efficiency and the environment. Recently released models continue to
require less and less power to properly function, which helps both the environment
and your wallet. This is paramount because televisions are one of the most widely
used electronic devices in a typical household and being able to cut down on its
energy usage is invaluable.

• LED Lights-

An easy way to minimize your negative environmental impact simply involves

reducing your overall energy consumption. A great way to start is by replacing
your traditional light bulbs with LED lighting, which will enhance your bulb’s
efficiency and lifespan while still providing high quality brightness. LED bulbs are
also devoid of toxic chemicals and produce virtually zero harmful UV emissions.
The technology is experiencing extensive propagation and can be found in more
homes every day. The most remarkable aspect of LED bulbs is how vast of an
improvement they are compared to their traditional counterparts.

• Solar Water Heaters-

Another premier example of the solar panel’s widespread industry proliferation,

solar water heaters are superior to their traditional counterparts in virtually every
single way. The reliance on solar power boosts their overall efficiency rates, unit
lifespan and reduces the emission of harmful particles. Plus, a solar water heating
unit can potentially decrease energy consumption by up to 70 percent and help
make that monthly utility bill a little less intimidating.

• Solar Panel Charging Cases-

Traditionally, solar panels generate power for homes by absorbing light and
channeling it into energy. It was only a matter of time before this concept was
effectively applied on a smaller scale to juice up electronic devices. The Voltaic
Generator Solar Laptop Charger consists of high-quality solar panels mounted on
a waterproof case, utilizing batteries specifically calibrated to efficiently absorb
solar power. You can use this convenient solar charging case to power virtually all
mainstream electronics. The fact the case looks stylish even with the solar panels
is a nice bonus too.

• Eco-Friendly Verification Phone Apps-

In a consumer market infatuated with eco- friendly products, companies are

scrambling to find ways to brand themselves as green. While many businesses
contain official third-party certification verifying their green initiatives, plenty of
companies are masquerading beneath the eco-friendly umbrella to both improve
sales and enhance their image. Consumers Reports free downloadable phone app
Eco Label contains lists of certifiably green products and can help shoppers
potentially avoid being duped by false advertising. Boasting a seamless and a
streamlined user interface, Eco Label can help you identify genuine eco-friendly
goods while perusing the aisles.

• Eco-Friendly Paper Shredders-

Documents containing sensitive information and personal financial records are

obviously confidential and it’s the need to dispose of said materials that has given
birth to the electronic paper shredder industry. Various hand powered shredders
have now emerged and serve as a convenient eco-friendly solution, simply
requiring users to twist their hands to activate the shredding mechanism. These
green shredders are portable, incredibly easy to use and represent an easy way to
help conserve energy.

• Dryer Balls-

A simplistic yet effective concept that has finally begun receiving mainstream
recognition, dryer balls is basically large rubber balls with spikes covering the
surface. Their purpose is to separate the clothes to facilitate quicker drying and
keep them soft. The reusability of the dryer balls renders traditional dryer sheets
obsolete and allows you to save money in the process. Their only real downside is
the fact they can be rather noisy at times.

• Tesla Electric Cars-

In an era when the transport industry failed to reduce its carbon footprint
significantly, Tesla came out as the poster child electric cars revolution. Unlike
conventional cars, electric cars produced by Tesla had highly efficient electric
motors which run on clean energy. The company has a loyal customer base and a
market share of 2% in the US automotive market. Even though it’s green product
the demand is much higher than the supply.

• Eco-Friendly Dishwashers-

Eco-friendly dishwashers reduce the usage of energy and water to half the amount
required for normal dishwasher. This green product uses less than 240 kWh per
year and less than 3.2 gallons per cycle which not only benefits the environment
but also helps the consumers save a lot.

2.1.7 GREEN PRODUCT CERTIFICATION

❖ Energy Star (EPA)-

Energy star is a certification that aims at reducing energy consumption and

emission of greenhouse gases thereby reducing the over usage of non-renewable
resources and protecting the environment. It identifies and labels the products,
buildings, and electronic appliances with high energy efficiency. And it was
launched on March 15, 1992 and it is applicable on various electronic gadgets,
buildings etc.

❖ Forest Stewardship Council (FSC)-

FSC aims at the management of the world’s forest and labels and certifies the
products as eco-friendly. The management aims at keeping the air and water clean
and reduces the drastic change of environment due to pollution. Their logo
indicates that the forest product has come from some economically viable,
environmentally suitable, and socially helpful resources. It was launched in 1993
and it is applicable on forest and forest products.

❖ Green Seal-

The green seal founder focuses on reducing the harmful effect of raw materials
extraction, production, use and reuse of disposed of wastes. Before issuing the
certificate, the organization goes through a certain evaluation process that includes
reviewing of data, labeling, marketing advertising material and onsite
examination. It was launched in 1989 and it is applicable on cleaning products,
hotels, household’s products, paints and many more.

❖ USDA Organic-

USDA aims at the production of 100% organic crops and avoids fraud. They
prohibit the use of synthetic chemicals and genetically modified seeds. To
guarantee pure products, they strictly maintain a separation between non-organic
and organic products and undergo onsite inspection at regular intervals. It was
launched in 2002 and it is applicable on food and agricultural products.

❖ Electronic Product Environment Assessment Tool (EPEAT)-

EPEAT certification helps the consumers to evaluate the environmental effect of

an electronic device. Depending upon the environmental performance, the
products are rated as gold, silver, or bronze.

2.1.8 CHALLENGES GREEN PRODUCTS FACE

❖ Costly Products:

Green products require innovation and a lot of investment. This increases the cost
of developing the products, which results in marketing them a bit costly than the
available alternatives in the market. The cost factor usually discourages the
consumers in buying them.

❖ Ignorance:

The common masses are still ignorant about the importance and benefits of going
green.

❖ Investment:

Green products require the development of new technologies. This requires a large
investment in research and development. Not every company or start can afford to
spend this amount.
 Table 2.1. List of green product lead countries rank.

RANK COUNTRY EPI SCORE

1 Denmark 82.5

2 Luxembourg 82.3

3 Switzerland 81.5

4 United Kingdom 81.3

5 France 80

6 Austria 79.6

7 Finland 78.9

8 Sweden 78.7

9 Norway 77.7

10 Germany 77.2

Source: https://www.conserve-energy-future.com/greenest-countries-earth.php

2.2 GREEN PRODUCT IN INDIA

India, one of the mega diverse countries in terms of its biodiversity, is under threat
today. With only 2.4 per cent of the world’s land area, India accounts for 7-8 per
cent of the world’s plant and animals' spices, ecosystem and genetic resource and
links traditional conversion to sustainable future. Today’s conventional agriculture
system may give short gain in production, but in most cases, it is not sustainable in
long term, nor does it guarantee safe food. Conventional production methods are
inadequate for disadvantage forming communities and are thus not a sustainable
solution for many of those who face a food shortage. Organic/green product has
the potential to produce sufficient food of high quality. Green marketing is also
dealing closely with issue of industrial ecology and environment sustainable such
as extended producers of liability, life-cycle analysis, material use, resource flows,
and eco-efficiency. Generally, terms like phosphate free, recyclable, ozone
friendly and environmentally friendly are some of the concepts that the consumers
most often are associate with green product or organic product.

India manufactures about 707 million metric tons of plastic in a year and about
25,940 tons of plastic waste is generated in our country in a day Research also
shows that vehicular emissions are the most significant contributors to the
presence of harmful components like PM 2.5 in the air. As someone who has been
trying to imbibe sustainable practices in their daily life, it got me thinking. How
many of you out there would want to adopt eco-friendly lifestyle choices? A
recent study conducted by the Mahindra Group, titled ‘Alternativist’, sought to
find answers to this question. The report went a step further to decipher the
mystery behind what is holding us back from becoming green warriors. About 88
per cent people responded, saying the absence of affordable, eco-friendly
alternatives in the market is why they find it difficult to switch to sustainable
options. While 89 per cent believed that they would be able to address climate
change more actively if companies offered alternative solutions to adopt. "We
think that Climate Change is this century’s biggest business opportunity. Our basic
philosophy is that a business must create shared value by doing good and doing
well at the same time. We intend to create shared value by committing to the battle
against climate change and by embracing the business opportunities that arise
from it "When we work in the space of sustainability and climate change, the
question as to why people are not adopting a sustainable way of life is something,
we all ask. Usually, we conclude by saying that people are not aware, or they’re
not interested. We decided to check this out, and that is why we mounted this
study,” says Anirban Ghosh, the Chief Sustainability Officer at Mahindra Group.
The study found that many in the country are aware of the impact of plastic and
waste management on climate change. These well-informed citizens constituted
almost 80 per cent of the respondents in the study. While 75 per cent of the
respondents claim that they are ‘concerned’ about the detrimental impact of
single-use plastics on the environment. About 83 per cent of the respondents
described themselves to be ‘interested’ in making lifestyle changes such as
carpooling, using public transport or adopting electric vehicles.

The study also found that only 27 per cent of respondents can find alternatives
which minimise their use of plastic. Anirban, the chief sustainability officer at
Mahindra Group, gives the example of the plastic ban in Mumbai. Although a lot
of people switched to cloth bags as compared to plastic bags, there was a huge gap
which was quite apparent. Anirban says that the criteria that people use to buy any
product are the same for environment-friendly products too. Majority of the people
wouldn’t want to use products which are less convenient, expensive, or sub-
optimal in solving the problem. But just because it is an environment-friendly
product, it does not mean that it will result in a large-scale adoption. So, these
sustainable products must meet the consumer’s requirements. “Businesses need to
take that responsibility. If you look at electric vehicles, Mahindra has been
investing in this market segment for a long time with the objective of making it
easier to adopt. Just like that, we need to have sustainable products that can
compete with the existing products and serve as viable alternatives,” says Anirban
signing off. Keeping this responsibility in mind, and with the idea of providing
Indian customers a dedicated platform to purchase eco-friendly, sustainable
products, The Better India have already launched Karnival.com. Our mission is to
make sustainability a mainstream way of life, accessible to everyone. We believe
it is an imperative, not a choice, because there is no Planet B.

➢ Clothes Made from Recycled Fabric

➢ Wool Footwear

➢ Reusable Coffee Cups

➢ Stainless Steel Drink Bottles

➢ Drink Bottle Lids

➢ Drink Bottle Jacke

➢ Recycled Toilet Tissue

➢ Recycled Sari Table Linen Collection

➢ Biodegradable / Disposable Waste Bag

➢ Recycled Plastic Rugs

➢ Ballpoint Pens Made from Recycled Water Bottles

➢ Eco Computer Accessories

➢ LED Bulbs

➢ Biodegradable Garden Pots

We put together this list of eco-friendly products to show you just how easy it can
be to replace some of the plastic products you buy. By replacing them, you can
virtually eliminate your single use plastic pollution in that area. One of the best
ways to fight plastic pollution is to live by example and ensure the products you
buy are produced with both ethics and the environment in mind.

2.2.1 MAJOR GREEN PRODUCTS COMPANIES IN INDIA

Majority of Indian consumers are familiar with green products, have confidence
that green products are better for environment and feel that bio-based ingredients
enhance the desirability of a product, according to a survey released here today.
More than 63 per cent of consumers are familiar with green products and of those,
85 per cent have confidence that they are better for the environment and feel that
bio-based ingredients enhance the desirability of a product, according to a survey.
Paper cups and bottles provided by fast food giants or restaurant chains are
creating the illusion that its eco-friendly.
Table 2.2 information about major green product companies in India

Company Company Company Description

Name Management

Ar Eco Shashank Agarwal, Manufactures and exports biodegradable

Green CEO products such as palm leaf dinnerware,
Bamboo straws, Coir pots, Edible spoons
etc.

Dinearth Harsh Mehta, Partner A provider of natural plant fiber, green

packaging products and recyclable
tableware. Greenport Fashion Export Arun
Kumar Ghosh, Founder Uses jute, cotton
and juco fabric to design different type of
bags including basic promotional bags to
bags for shopping, wine, and conference

Greenport Arun Kumar Ghosh, Uses jute, cotton and juco fabric to design
Fashion Founder different type of bags including basic
Export promotional bags to bags for shopping,
wine, and conference.

Grenove Girish A, Director Supplies natural, organic, bio-degradable,

Services green home/household and
industrial/commercial solutions

Innovative Praveen Sahu, Co- Creates and promotes Natural Tableware

EWE Founder that produces products made up of
Solutions sustainable resources like plant leaf, palm
leaf, and organic leaves

Just Green Sunitha Rani, Founder Facilitates eco-friendly Jute bags made
Leaf from vegetable fiber with customized print
patterns and styles.

MKV Kamal Venugopal, Supplies eco-friendly dining cutleries like

Enterprise Founder Areca Leaf plates, and nonplastic bags
made of calico, cotton, recycled PET,
hemp, and jute

Senanye Shraddha Rai, Co- Key manufacturer of dinnerware sets

Bio Founder made from natural raw materials without
Products any chemical add-on, while focusing on
 solar power issue in the south Karnataka.

Signature Murugesh Guru A manufacturer and supplier of non-

Roses Mohan, CEO woven shopping bags, designer dangler
and gift-wrapping papers.

Sri I Durga Prasad, Provides biodegradable paper cups that are

Lakshmi Founder designed to hold several types of
Polypack beverage.

2.2.2 LIMITATIONS OF GREEN PRODUCT IN INDIA

In a new report by Indian multinational corporation Mahindra, Indian consumers

want to make sustainable lifestyle choices but are blocked by lack of accessibility
and affordability. Rather than lacking climate consciousness, the report outlines
how action for the planet is currently being stifled in the second most populous
country in the world due to the prices of sustainable products and services. This
analysis follows previous studies that have shown the same phenomena, indicating
that if we are to mobilise mass climate action for our planet, which is more urgent
than ever before, businesses and governments must make it economical for
everyone, not just for the few.

According to the Mahindra Group’s recent 2019 report titled “Alternativist”, the
problem around sustainable alternatives is pricing, with most Indian consumers
wanting to take planet-friendly action but perceive these eco-friendly alternatives
as too expensive or not effective. While only 4% of survey respondents said lack
of environmental awareness influenced their unsustainable habits, 88% of Indian
consumers believe that sustainable alternatives would be unaffordable. Even
starker was the result that 89% were willing to address climate change more
actively if companies offered alternative solutions. These findings are based on the
answers of more than 2,000 participants in major Indian cities, including Mumbai,
New Delhi, Kolkata, and Bengaluru.

2.3 GREEN PRODUCTS IN KERALA

The people of Kerala are educated and are considered socially and environment-
responsible population. They follow traditional values in connivance with socially
enlighten and progressive trend. The demand for green product assumes
significance in this context. The demand for green products is steadily increasing
in Kerala today. Kerala being a consumer state with highest literacy rate is more
concerned about ecologically harmful product. Due to which the state government
recently imposed a ban on single use plastic. Initiatives like these Green Products
in Kerala will affect the day-to-day life of people especially consumer and give
rise to the importance of green products. The adoption of green products will be
successful only by measuring the consumer perception and awareness towards
green products. As Kerala a consumer state and the consumption rate are growing
at a pace faster than any other state in India. There are very few studies conducted
on green products in Kerala.

2.3.1 GREEN PRODUCTS AND PRODUCING COMPANIES IN KERALA

❖ MRT ORGANIC GREEN PRODUCTS

Established in 2007, MRT ORGANIC GREEN PRODUCTS has made a name for
itself in the list of top suppliers of Plant & Animal Oil, Plant & Animal Oil in
India. The supplier company is in Kochi, Kerala and is one of the leading sellers
of listed products. MRT ORGANIC GREEN PRODUCTS is listed in Trade
India's list of verified sellers offering supreme quality of organic hemp seed oil
etc. MRT organic green products, most reliable and resourceful cultivators,
distillers and extractors of conventional and organic plant derived ingredients and
products based at Cochin, India. more than 35000 progressive farmers working in
2,80,000 hectares of fertile land spread over 29 states of India and 13 countries
make MRT sustainable development mission of producing high quality plant
materials for making essential oils, cold pressed oils, Ayurveda oils, CO2 extracts
and many other food products.

With a rising demand in the world market for pesticide free and GMO free pure
natural food products, MRT took an initiative of organic methods of cultivation
through its group of farmers. They promote organic farming and have got a strong
supply chain of organic raw material, which enable us to produce organic certified
products. Organic range of product includes spices, herbs, essential oils, Ayurveda
oils, herbs & herbal powders, glycerin, vegetable oils, ghee& honey, organic
foods, herbal extracts, CO2 extracts, floral waters, butters & waxes etc.

❖ ILA ECOWARES

Ilaecowares is a young initiative to equip the plastic alternative utensil industry

with a creative and innovative substitute. They are a retailing firm with clients all
over south India and way more to go. They emphasis on “shaping a better world”
providing the best quality Green Products in Kerala and wide range of product
package. As they continue expand and diversify into newer realms. Their products
are sustainable, assessable, and compatible. Test Araca on of their product which
is made with pure sugar cane and areca, sugarcane bagasse 10-inch round plate,
200 ml cup, table ware and eco-friendly cutlery products, etc.
 ❖ KRISHIPURA

Krishipura Technopark is a sister concern of Krishipura Pangappara, which is an

ECO shop running for the past two years. Krishipura is a Techie’s venture which
aims to provide healthy food by encouraging organic farming. It also provides a
platform to exhibit the creative talents of the staff of Technopark, which is helping
us to attain their goal.

Krishipura has direct contact with the farmers. There are no intermediaries to take
undue advantage of their customers. Anyone interested can access the details of a
farmer, location of the farm, date of purchase, etc. by scanning the bar code.
Vellayani Agricultural University cooperates and works with Krishipura to ensure
the quality of products is maintained. If you have any organically grown fruits or
vegetables, please fill-up the self-declaration form and allow us to complete the
validation & verification process. You will get a good price for your products. If
anyone is interested to start Organic farming please go ahead. They could help you
out.

❖ JORDAN VALLEY ORGANICS

Jordan Valley Organic farm is spread in 15 acres of land in the heart of

Trivandrum. The area has been split into 3 portions, each of them well executed
for cattle rearing, cultivating vegetables and fruits, rearing poultry, and freshwater
fishes. They have adopted a trial-and-error farming method to understand
thoroughly which crop better can be cultivated in his land and how. Uses different
types of organic fertilizers and share the details with fellow farmers to bring up
more pesticide-free food products to the society for a better future. They use a
larger aquaponic system too thus incorporating world’s innovative ideas in
farming. Their farm has more than 500 varieties of curry leaves, Mangosteen,
Avocado, Pineapple, Grapes, and Dragon fruits to mention a few. The farm
products are sold through the Jordan Valley Organic Centre in Trivandrum.
Produces from farmers who use organic fertilizers are also acquired and sold via
this outlet. They are Organic farm producing organic fruits and vegetables. Farm is
planned in such a way that natural fertilizers can be used to grow produces. They
have cattle of different Indian breeds. From them they can provide the Green
Products in Kerala society pure A2 milk, ghee and curd. Customers are satisfied
by the egg from poultry. They are also fed with organic grains. They have their
own organic outlet where they products are sold. They also support similar
farmers by buying their produces at a fair price and resell them at their organic
shop.
 ❖ AYUR FROM KERALA

Ayur from Kerala offers online all kinds of Pure Natural Organic Products like
Organic Spices, Health Care Products, Masala Powder, Tea, Coffee, Oil and
Essence in India. Organic Spices add a whole new flavor to your dishes. Fresh
grains perfectly grounded masalas, Terra Greens' collection of Indian spices
speaks it all.

Allspice known by the Latin botanical name of Pimenta dioica comes from the
Pimenta tree and is the unripe fruit that are dried and crafted into different forms.
Allspice is used primarily as a cooking spice. Most notably, it has earned its
reputation as one of the most important ingredients of Caribbean cuisine. It is
commonly used in jerk seasoning, pickling spices, curry powders, and can be
found in desserts and cakes.

❖ BIPHA AYURVEDA

They are committed to discover and to deliver affordable, safe, effective

healthcare products and services worldwide, conforming to International
benchmarks, quality standards and customer requirements. Their products are
Ayruvedic such as Aswagandha, Triphala, Tulsi, Amla, Neem, Turmeric etc.,
apart from various Ayurvedic Oils, Lehyam, Arishtas and Asavas.

We are also into Organic Rice, Organic Spices, Skin care, Hair Care, Body Care,
Pre & Post Bath products, Organic Food & Drinks and many more.

❖ BOSORGANICS

BOSorganics Pvt Ltd are leading spices exporter offering the best quality whole
spices and organic spices all over the world. They assure that the products we
provide are 100% hygienic and healthy. They make sure that their products are not
only produced with extreme care but are also properly packed. The professional
training makes the farmers capable of maintaining the natural quality of the soil
and protecting the environment while raising good quality spices.

BOSorganics is in Kerala, the leading spices exporting state in India that offers the
best quality authentic spices. They approach to agriculture is revolutionary. They
believe the Green Products in Kerala farmers, who spend most of their time and
energy to produce and cultivate the agricultural products should have the
maximum gain from agriculture. But most of the time, due to the lack of
knowledge in advanced agricultural methods farmers end up with a thin profit
margin or even suffer loss at times.
 ❖ PANDA FOODS INDIA

At Panda Foods India Pvt Ltd, they are committed to making the world a healthy
place to live. With a wholesome range of food products, they strive to bring the
healthiest Organic Food Products and other foods to the customers – the same
quality food they serve to our family.

Panda Foods has given life to nothing short of a revolution in the dietary routine of
Kerala. When the freshest ingredients, state-of-the-art technology, and futuristic
packaging combine with the commitment to make the world a healthy place to
live, the result is an unmatched range of wholesome products.
 CHAPTER 3
DATA ANALYSIS
3.1 PROFILE OF THRISSUR DISTRICT

Thrissur district is situated in the central part of Kerala. Thrissur district is home to
over 10% of Kerala’s population with geographical area about 3,032 Km square.
Thrissur district is bordered by the districts of Palakkad and Malappuram to the
north, and the districts of Ernakulam and Idukki to the south. The Arabian Sea lies
to the west and Western Ghats stretches towards the east. It is situated in
southwestern India (10.52°N 76.21°E) and is in the central part of Kerala.
According to the 2011 census Thrissur district has a population of 3,110,327. The
district has a population density of 1,026 inhabitants per square kilometer. Its
population growth rate over the decade 2001–2011 was 4.58%. Thrissur has a sex
ratio of 1109 females for every 1000 males, and a literacy rate of 95.32%. The
male literacy rate is 96.32% and female literacy rate is 93.56%. Thrissur is the
second highest urbanized district in Kerala.

Figure 3.1 Map of Thrissur district

3.2. DATA ANALYSIS AND INTERPRETATION

This chapter mainly confined to the detailed analysis of available data to know
about the facts relating to the consumer behaviour towards green products in
Thrissur district. The data has been collected from 60 respondents.
3.2.1 CLASSIFICATION ON THE BASIS OF AGE

Table 3.1 Classification based on age.

AGE NUMBER OF PEOPLE PERCENTAGE

Below 20 13 21.67%

20 – 40 38 63.33%

40 - 60 7 11.67%

Above 2 3.33%

Total 60 100%

Source: Primary data

Figure 3.2. Classification based on age.

80.00%
63.33%
60.00%

40.00%
21.67%
20.00%
11.67%
0.00%
3.33%
Below 20
20 - 40
40 - 60
Above 60

The above diagram shows the classification of consumers based on age. Most of
the respondents (63.33%) fall under the age category of 20 to 40 years. 21.67% of
the consumers belongs to the age group of below 20 years and 11.6% belongs to
the age group of 40 -60 years and 3.33% belongs to the age group of above 60
years .
3.2.2 CLASSIFICATION ON THE BASIS OF GENDER

Table 3.2 Classification based on gender.

GENDER NUMBER OF POEPLE PERCENTAGE

Male 20 35%

Female 40 65%

Total 60 100%

Source: Primary data

Figure 3.3 Classification based on gender.

35%

Male
65% Female

Out of the 60 samples, there are 40 female consumers (65%) and 20 male
consumers (35%).
3.2.3 CLASSIFICATION ON THE BASIS OF SOCIAL GROUPS

Table 3.3 Classification based on social group.

SOCIAL GROUP NUMBER OF PEOPLE PERCENTAGE

Hindu 24 38.7%

Christian 32 53.3%

Muslim 3 6.37%

Atheist 1 1.63%

Total 60 100%

Source: Primary data

Figure 3.4 Classification based on social groups.

2%

6%

39% Hindu
Christain
Muslim
Atheist
53%

The figure shows that out of the 60 samples 53.3% belonged to Christian, 38.7%
belonged to Hindu, 6.37% belonged to Muslim and 1.63% belonged to Atheist.
Majority of the consumers fall in Christian group.
3.2.4 CLASSIFICATION ON THE BASIS OF EDUCATIONAL
QUALIFICATION

Table 3.4 Classification based on educational qualification.

EDUCATIONAL
NUMBER OF PEOPLE PERCENTAGE
QUALIFICATION

Illiterate 0 0%

S.S.L.C 1 1.63%

Higher Secondary 12 20%

Under Graduation 30 50%

Post-Graduation 7 11.7%

Diploma 4 6.67%

Professional Course 6 10%

Total 60 100%

Source: Primary data

Figure 3.5 Classification based on educational qualification.

Professional Course 10%

Diploma 6.67%

Post Graduation 11.70%

Under Graduation 50%

Higher Secondary 20%

S.S.L.C 1.63%

Illiterate 0%

0% 10% 20% 30% 40% 50%

It is clear from the above data that most of the consumers are Under Graduates,
which is about 50%. 20% are Higher Secondary graduates, 11.7% are
Postgraduates, 10% are Professional Course graduates, 6.67% are Diploma
graduates and 0% is Illiterates.

3.2.5 CLASSIFICATION ON THE BASIS OF MONTHLY INCOME

Table 3.5 Classification based on monthly income.

INCOME LEVEL NUMBER OF PEOPLE PERCENTAGE

Below 10000 24 38.3%

10000-20000 10 16.7%

20000-30000 3 6.67%

30000-40000 7 11.7%

40000-50000 2 3.33%

Above 50000 14 23.3%

Total 60 100%

Source: Primary data

Figure 3.6 Classification based on monthly income.

38.30%
40.00%
35.00%
30.00%
23.30%
25.00%
20.00% 16.70%

15.00% 11.70%

10.00% 6.67%
3.33%
5.00%
0.00%
From the above diagram about 38.3% of the consumers fall under the category of
below Rs.10000. About 23.3% of the consumers fall under above Rs. 50000,
16.7% of the consumers fall under income level between 10000-20000, 11.7% of
the consumers fall under income level between 30000-40000, 6.67% of the
consumers fall under income level between 20000-30000 and 3.33% of the
consumers fall under income level between 40000-50000. Majority of the
consumers fall in the income category of below Rs. 10000.

3.2.6 CLASSIFICATION ON THE BASIS OF EMPLOYMENT

Table.3.6 Classification based on employment

OCCUPATION NUMBER OF RESPONDENTS PERCENTAGE

GOVERNMENT 5 8%

PRIVATE EMPLOYEE 24 40%

SELF EMPLOYED 15 25%

UNEMPLOYED 16 27%
TOTAL 60 100%
Source: Primary data

Figure 3.7. Classification based on employment.

8%

27%
GOVERNMENT
PRIVATE EMPLOYEE
SELF EMPLOYED
40%
UNEMPLOYED

25%
According to the data 5% of the respondents are government employee, 40% of
them are private employee 25% of them are self-employed and the remaining 27%
are unemployed.

3.2.7 CONSUMER’S AWARENESS ABOUT GREEN PRODUCTS

Table.3.7 Consumer’s awareness about green products

GREEN
NUMBER OF
PRODUCTS PERCENTAGE
RESPONDENTS
AWARENESS

YES 54 90%

NO 6 10%

TOTAL 60 100%
Source: Primary data

Figure.3.8 Consumer’s awareness about green products

NO
10%

YES
90%

From the above table it is clear that 90% respondents are aware about the green
products and 10% of the respondents have no idea about the green products.
3.2.8 CONSUMER’S WHO CAN NAME MORE THAN THREE BRAND OF
GREEN PRODUCT

Table.3.8 Consumers who can name more than three brands of green
product.

CONSUMER WHO CAN NAME

NUMBER OF
MORE THAN THREE BRANDS OF PERCENTAGE
RESPONDENTS
GREEN PRODUCTS

YES 35 58%

NO 25 42%

TOTAL 60 100%

Source: Primary data

Figure 3.9 Consumers who can name more than three brands of green
product.

NO
42%

YES
58%

From the above table, 58% of the respondents can name more than three brands of
green products and 42% are not aware of more than three brands of green
products.
3.2.9 CLASSIFICATION ON THE BASIS OF HOW CONSUMER’S
BECAME AWARE OF GREEN PRODUCTS

Table.3.9. Classification based on how consumers became aware of green

products.

BASIS OF HOW CONSUMER

NUMBER OF
BECAME AWARE OF GREEN PERCENTAGE
RESPONDENTS
PRODUCTS

FRIENDS 6 10%

NEWSPAPER AND
11 18%
PERIODICALS

SOCIAL MEDIA 40 67%

TELEVISION 3 5%
TOTAL 60 100%
Source: Primary data

Figure 3.10

classifications based on how consumers became aware of green products.

5% 10%
FRIENDS
18%

NEWSPAPER AND
PERIODICALS
SOCIAL MEDIA
67%

TELEVISION

From the above table, 67% of respondent became aware of green products through
social media followed by 18% through newspaper and periodicals, 10% through
friends and 5% through television.
3.2.10. CLASSIFICATION BASED ON THE BENEFITS AND
ADVANTAGES OF GREEN PRODUCTS

Table.3.10

Classification based on the benefits and advantages of green products.

BASED ON BENEFITS NUMBER OF

PERCENTAGE
AND ADVANTAGES RESPONDENTS

YES 59 98%

NO 1 2%

TOTAL 60 100%
Source: Primary data

Figure 3.11

Classification based on the benefits and advantages of green products.

NO, 2%

YES, 98%

From the above table it is clear that almost 98% of respondent are aware about the
benefits and advantages of green product and 2% of respondents are not aware of
benefits and advantages of green products.
3.2.11. CLASSIFICATION ON THE BASIS OF CONSUMER’S WHO USE
POLY BAGS WHEN GOING FOR SHOPPING

Table.3.11 Classification based on consumer’s who use poly bags when going
for shopping.

CONSUMER’S WHO USE

NUMBER OF
POLY BAGS WHEN GOING PERCENTAGE
RESPONDENTS
FOR SHOPPING
MAYBE 31 52%

NO 16 27%

YES 13 21%

TOTAL 60 100%
Source: Primary data

Figure 3.12 Classification based on consumer’s who use poly bags when
going for shopping.

YES, 21%

MAYBE, 52%

NO, 27%

From the above table, 52% of respondents may use poly bags when going for
shopping, 27% of respondents does not use poly bags and 21% of respondents use
poly bags when going for shopping.
3.2.12. CONSUMER’S WHO FIRST CONSIDER GREEN PRODUCTS
WHEN PURCHASING A PRODUCT

Table.3.12 Consumers who first consider green products when purchasing a

product.

CONSUMER’S WHO FIRST

CONSIDER GREEN
NUMBER OF
PRODUCTS WHEN PERCENTAGE
RESPONDENTS
PURCHASING A
PRODUCTS
No 12 20%

Yes 48 80%

TOTAL 60 100%
Source: Primary data

Figure.3.13 Consumers who first consider green products when purchasing a

product.

20%

No
Yes
80%

From above table, 80% of consumer does first consider green products when
purchasing a product and 20% of consumer’s does not first consider about green
product when purchasing.
3.2.13. CLASSIFICATION ON THE BASIS OF NUMBER OF PEOPLE
THOSE WHO HAVE EVER PURCHASED GREEN PRODUCTS

Table 3.13 Classification based on number of people those who have ever
purchased green products.

Basis of those who have ever

Number of people Percentage
purchased green products

Yes 51 85%

No 9 15%

Total 60 100
Source: Primary data

Figure 3.14 Classification based on number of people those who have ever
purchased green products.

15%

Yes
No

85%

From the above figure we can see that 51% of people are purchase green products
frequently and only 9% of the people are not purchase green products.
3.2.14 CLASSIFICATION ON THE BASIS OF KINDS OF GREEN
PRODUCTS PEOPLE MAY BUY

Table 3.14 Classification based on kinds of green products people may buy.

Percentage
Items Yes No
Yes No
Food items 28 32 47 53%
Cosmetic items 2 58 3 97%
Sanitary items 10 50 17 83%
Recycled items 29 31 48 52%
Paper pen 15 45 25 75%

Biodegradable
9 51 15 85%
garden pots
Source: Primary data

Figure 3.15 Classification based on kinds of green products people may buy.

120%
97%
100% 85%
83%
75%
80%
60% 53% 48%52%
47%
40% 25%
17% 15% Yes
20%
3%
0% No

Here we can see that most of the people prefer food items and recycled items and
only few people prefer cosmetic items and biodegradable garden pots. Among 60
respondents 47% have bought food items, 3% of the respondents have bought
cosmetic items, 17% of the respondents have bought sanitary items, 48% of the
respondents have bought recycled items, 25% of the respondents have bought
paper pen and 15% of the respondents have bought biodegradable garden pots.
3.2.15 CLASSIFICATION ON THE BASIS OF NUMBER OF PEOPLE
SATISFIED AFTER USING GREEN PRODUCTS

Table 3.15 Classification based on number of people satisfied after using

green products.

The people those who are

satisfied after using Number of people Percentage
green products

Yes 59 98%

No 1 2%

Total 60 100%
Source: Primary data

Figure 3.16 Classification based on number of people satisfied after using

green products.

Number of people
2%

Yes
No

98%

The above figure says that 59% of the people are satisfied after using green
products and only 2% of the people are not satisfied after using green products.
3.2.16. CLASSIFICATION ON THE BASIS OF NUMBER OF PEOPLE
THOSE WHO ARE AGREE THAT GREEN PRODUCTS ARE MORE
EFFECTIVE THAN REGULAR PRODUCTS.

Table 3.16 Classification based on number of people those who are agree
that green products are more effective than regular products.

Agree/Not agree Number of people Percentage

Yes 46 77%

No 14 23%

Total 60 100%

Source: Primary data

Figure 3.17 Classification based on number of people those who are agree
that green products are more effective than regular products or not.

Yes No

23%

77%

Here we can see that 77% of the respondents are agree that green products are
more effective than regular products and 23% are not agree.
3.2.17. CLASSIFICATION ON THE BASIS OF THE PEOPLE THOSE
WHO ARE WILLING TO PAY MORE FOR GREEN PRODUCTS.

Table 3.17 Classification based on the people those who are willing to pay
more for green products.

The people those who are

willing to pay more for Number of people Percentage
green products

Yes 53 88%

No 7 12%

Total 60 100%
Source: Primary data

Figure 3.18 Classification based on the people those who are willing to pay
more for green products.

100%

90%

80%

70%

60%

50%
88%
40%

30%

20%

10%
12%
0%
Yes No
Among the total respondents 88% of the respondents are willing to pay more for
green products and 12% are not willing to pay more for green products.

3.2.18. CLASSIFICATION ON THE BASIS OF REASONS THAT MAKE

THE PEOPLE TO PAY MORE FOR GREEN PRODUCTS.

Table 3.18 Classification based on reasons that make the people to pay more
for green products.

Percentage
Reasons Yes No
Yes No
Quality 27 33 45 55%

Marketing
20 40 33 67%
elements

Addressing
environmental 28 32 47 53%
issues

Easy waste
13 47 22 78%
disposal
Source: Primary data

Figure 3.19 Classification based on reasons that make the people to pay
more for green products.

90%
78%
80%
67%
70%
60% 55% 53%
45% 47%
50%
40% 33% Yes
30% 22% No
20%
10%
0%
Quality Marketing Addressing Easy waste
elements environmental disposal
issues
The above figure says about the reasons that make the people to pay more for
green products. 45% of the respondents are believe the quality of green products,
33% of the people are pay more for green products because of marketing
elements, 47% of the respondents pay because of addressing environmental
issues and 22% of the respondents are pay more for green products because of
easy waste disposal.

3.2.19. CLASSIFICATION ON THE BASIS OF GREEN PRODUCT HAS

BETTER QUALITY THAN REGULAR PRODUCT

Table 3.19 Classification based on green product has better quality than
regular product.

Product No. Of People Percentage %

Green Product 50 83%

Regular Product 10 17%

Total 60 100%
Source: Primary data

Figure 3.20 Classification based on green product has better quality than
regular product.

Regular Product
17%

Green Product
83%
 Here we can see that 83% of the people are choosing green product than regular
products.

3.2.20. CLASSIFICATION ON THE BASIS OF RESTRICTIONS IN

CHOOSING PRODUCT

Table 3.20 Classification based on restrictions in choosing product.

Percentage %
Restrictions Yes No
Yes% No%

Expensive 33 27 55% 45%

Less
Availability/A 40 20 67% 33%
ccessibility
Less
4 56 7% 93%
Awareness
Lack of
Trust/Confide 2 58 3% 97%
nce
Source: Primary data

Figure 3.21 Classification based on restrictions in choosing product.

120%
93% 97%
100%
80% 67%
55%
60% 45%
40% 33%

20% 7% Yes%
3%
0% No%

It is clear from the above data most of the people choosing product with more
availability or accessibility. Here 67% people are restricted for buying the product
with availability, 55% people with expensive, 7% people with less awareness and
3% due to lack of trust.

3.2.21. CLASSIFICATION ON THE BASIS OF GREEN PRODUCT IF IT

IS EASILY AVAILABLE AT SAME PRICE OF ORDINARY PRODUCT

Table 3.21 Classification based on green product if it is easily available at

same price of ordinary product.

Based on responds Respondents Percentage %

Yes 54 90%

No 6 10%

Total 60 100%

Source: Primary data

Figure 3.22 Classification based on green product if it is easily available at

same price of ordinary product.

Yes No

10%

90%

It is clear from the above figure that most of (90%) respondents purchase green
product with the same price of ordinary product price.
3.2.22. CLASSIFICATION ON THE BASIS OF QUALITY OF LIFE

Table 3.22 Classification based on quality of life

Basis of quality of life No. Of Reaction Percentage %

Yes 58 97%

No 2 3%

Source: Primary data

Figure 3.23 Classification based on quality of life

3%

Yes
No

97%

Here, we can see that people are more understandable with the goo quality of the
green product. Almost 97% people are favourable and only 3% people are
unfavoured.
3.2.23. CLASSIFICATION ON THE BASIS OF ENVIRONMENT
FRIENDLY

Table 3.23 Classification based on environment friendly

Basis of environment
No. of Reaction Percentage %
friendly

Yes 60 100%

No 0 0%

Total 60 100%

Source: Primary data

Figure 3.24 Classification based on environment friendly

0%

Yes
No

100%

From the above table it is clear that 100% people’s reaction proves that green
product is an environmentally friendly product.
3.2.24. CLASSIFICATION ON THE BASIS OF PROTECTING
ENVIRONMENT BY USING GREEN PRODUCT

Table 3.24 Classification based on protecting environment by using Green

product.

Basis of protecting
No. of Reaction Percentage %
environment

Yes 59 98%

No 1 2%

Total 60 100%

Source: Primary data

Figure 3.25 Classification based on protecting environment by using Green

product.

2%

Yes
No

98%
From the above table it is clear that the number of reaction of people by protecting
environment by using green product is 98% only 2% reaction is negative.

3.2.25. CLASSIFICATION ON THE BASIS OF ENVIRONMENT ISSUES

WHICH CAN BE CURTAILED BY USING GREEN PRODUCT

Table 3.25 Classification on the basis of environment issues which can be

curtailed by using Green product

Percentage %
Environment
Yes No
issues Yes% No%

Global 41 19 68% 32%

warming
Ozone 29 31 48% 52%
Depletion
Pollution 43 17 72% 28%

Climate 24 36 40% 60%

Change
Ocean 22 38 37% 63%
Acidification
Loss of 28 32 47% 53%
Biodiversity
Source: Primary data

Figure 3.26 Classification based on environment issues which can be

curtailed by using Green product

80%
72%
68%
70%
63%
60%
60%
52% 53%
48% 47%
50%
40%
40% 37%
32% Yes
28% No
30%

20%

10%

0%
Global Ozone Pollution Climate Ocean Loss of
Warming Depletion Change Acidification Biodiversity
It is clear that, the issues relating to the environment can be reducing by using
green product. Global warming 68%, Ozone Depletion 48%, Pollution72%,
Climate Change 40%, Ocean Acidification 37%, Loss of Biodiversity 47%
reduced.
 CHAPTER 4
FINDINGS, SUGGESTIONS AND CONCLUSION
4.1. INTRODUCTION

Due to the rise of environmental consciousness, consumers tend to pay more

attention to the safety of personal care items and the products with an
environmental benefit. Over the past years, consumer behaviour towards green
products have increased significantly. Green products are usually identified by
having two basic goals – reducing waste and maximizing resource efficiency.
Green product is a sustainable product designed to minimize its environmental
impacts during its whole life-cycle and even after it's of no use. Therefore, present
study entitled ‘Consumer behaviour towards green products: A study based on
Thrissur district’ has made an attempt to study the consumer behaviour towards
green products in Thrissur district. The objectives of the study are to access the
consumption behaviour of consumers towards green products, to understand the
role of green products in improving quality of life and to evaluate the role of green
products in addressing environmental issues. In order to collect data a detailed
Google form was prepared which contain 28 questions related to variable to check
how much respondents respond toward the variable of the study so that we could
have. A total of 60 responses from Mukkattukara,Gandhinagar and Chembukkavu
wards of Thrissur Corporation were taken for the study (20 responses from each
ward).

4.2. FINDINGS

The study aimed to know the consumers perception on green products with
reference to Thrissur district. Following are the major findings of the study.

• 65% of the respondents were female .

• Maximum numbers of respondents fall under the age group of 20-40 years
(63.33%).

• The maximum numbers of respondents have studied up to under graduation

(50%).

• 38.3% of the respondent's income level is below 10000.

• 98% respondents knew about green products and its benefits and
advantage.

• Higher percentage of respondents became aware of green products through

social media (67%).

• 80% of respondents consider green products first when purchasing a

product.
 • 85% of respondents are having not purchased green products frequently.

• Most of the respondents preferred recycled items (48%).

• 98% of the respondents are satisfied after using green products.

• Majority of the people agree with the statement that the green products are
more effective than regular products (77%).

• 88% of the respondents are willing to pay more for green products than
ordinary products.

• Most of the people pay more for green products because of the reason that
the easy waste disposability of green products (78%).

• 83% of the people were choosing green product than regular product.

• About 90% people will buy green products with the same price of ordinary
products.

• 100% of costumer's reaction proves that green product is an environment

friendly.

• By using green product issues relating to the environment can be reduced.

4.3. SUGGESTIONS

On the basis of the study the following suggestions were formed for the betterment
of green products.

• Government should take measures to promote the use of green products.

• Constant effort should be taken by government, NGOs, Educational

Institutions, Business houses, and society at a large to create awareness
among the consumers to promote eco-friendly buying behaviour.

• Better technologies should be adopted for producing green products in

order to minimize cost and reduce its price.

• Realistic message should be passed through advertisement and consumers

should be convinced of the premium green price they need to pay.

• The major information of go green has to be transmitted to the customers

through direct marketing, advertisements, public relation etc.
4. 4 CONCLUSION

Today’s consumers are aware about green products. They believe that the green
products will improve the quality of life and they know that these products can
address the environmental issues as well. But they are not using green tagged
products frequently, this is due to less availability and high price of these products.
If the green products are available at the same price of ordinary products the
consumers are willing to pay for it. Therefore the government should take policies
to promote the usage of green products. Improvements should be brought in the
marketing elements and increasing the investments in the production units will
help in decreasing the cost of production. Government, NGO's, educational
institutions, business houses and society should take initiative to promote green
products among consumers. Therefore, by using green products we can reduce
issues related to environment and consumers can lead a better life.
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 QUESTIONNAIRE

1. Corporation/Municipality/Panchayat :

2. NAME :

3. AGE :

4. GENDER:

a) Female b) Male

5. RELIGION:

a) Hindu b) Christian

c) Muslim d) Atheist

6. EDUCATIONAL QUALIFICATION:

a) Illiterate b) S.S.L.C c) Higher Secondary

d) Under Graduation e) Post Graduation f) Diploma

g) Professional course

7. MONTHLY INCOME:

a) Below 10000 b) 10000-20000 c) 20000-30000

d) 30000-40000 e) 40000-50000 f) Above 50000

8. EMPLOYMENT STATUS:

a) Self Employed b) Government Employee

c) Private Employee d) Unemployed

9. Are you aware of Green Products?

a) Yes b) No

10. Can you name more than three brands of products selling under the green

tag?

a) Yes b) No

11. How do you become aware of Green Products?

 a) Television b) Social Media

c) Friends d) Newspaper and Periodicals

12. Are you aware about the benefits and advantages of Green Products?

a) Yes b) No

13. Do you use poly bags when going for shopping?

a) Yes b) No

14. When purchasing a product will you first consider Green Product?

a) Yes b) No

15. Have you ever purchased Green Products?

a) Yes b) No

16. What kind of Green Products have you bought?

KIND OF GREEN YES NO

PRODUCT

Food items

Cosmetic items

Sanitary items

Recycled items

Paper pen

Biodegradable garden
pots

17. If others, specify the item:

18. Are you satisfied after using Green Products?

a) Yes b) No

19. Green Products are more effective than regular products. Do you agree?

a) Yes b) No

20. Are you willing to pay more for Green Products than ordinary products?
 a) Yes b) No

21. What are the reasons that make you pay more for Green Products?

REASONS YES NO

Quality

Marketing Elements

Addressing
Environmental Issues

Easy Waste Disposal

22. Do you think Green Products have better quality than regular products?

a) Yes b) No

23. What are the restrictions you face in choosing Green Products over ordinary
products?

RESTRICTIONS YES NO

Expensive

Less Availability or
Accessibility

Less Awareness

Lack of trust/confidence
in Green products

24. Will you switch to Green Products if it is easily available at the same price

of ordinary products?

a) Yes b) No

25. Do you think using Green Products will improve quality of life?

a) Yes b) No

26. Do you think that environment friendly is important?

 a) Yes b) No

27. Do you think that you can protect environment by using Green Products?

a) Yes b) No

28. What are the environmental issues which can be curtailed by using Green

Products?

ENVIRONMENTAL YES NO
ISSUES

Global Warming

Ozone Depletion

Pollution

Climate Change

Ocean Acidification

Loss of Biodiversity