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Determinants Influencing Towards the Consumption of Green Products

among the Consumers: A Structural Equation Approach

Article in Indian Journal of Public Health Research and Development · February 2020

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till date.
 Indian Journal of Public Health Research & Development, February 2020, Vol. 11, No. 02 807

Determinants Influencing Towards the Consumption of

Green Products among the Consumers:
A Structural Equation Approach

Vijaya Kumar1, Shanthini2, Nishad Nawaz3

1AssistantProfessor & Research Supervisor, Department of Commerce, Sir Theagaraya College, Chennai,
2
Assistant Professor of Commerce, Department of Commerce, Govt. Arts and Science College, Dr. Radhakrishnan
Nagar, Tondiarpet, Chennai, 3Assistant Professor, Department of Business Management, College of Business
Administration, Kingdom University, Bahrain

Abstract
Rationale of the Study: The extensive writing on consumer of green newly focus by the marketers and
markets. Even though consciousness environmental in Indian consumers is examined through the literature,
their buying behavior towards products green is not so far implicit. Therefore, the present study is contemplate
on make out the determinants influencing the consumption of green products in Chennai city.

Research Design: The research makes use of survey method technique to test a hypothetically grounded
position of hypotheses. A simple convenience sampling method used and collected the data from 709 users
of organic food products. To test the hypothesis of the study, the Structural Equation Modelling utilized.

Findings: The determinants, namely environmental protection, environmental responsibility, Experience of

personal, Social Appeal aspect, and Environmental kindliness, significantly influence the buying decision of
green products in the study area.

Implications of the Study: The study results are useful to the marketing professionals of green products. It
also helps the organizations to frame the strategies of marketing aspect and also helpful to the organizations
to identify the consumer’s perception and satisfaction of using green products.

Keywords: Consumer, Consumer Behaviour, Green Products, Research on Marketing.

Introduction of green enlarge to have momentous implications. The

The attentiveness of annihilation of natural supplys
out come from the behavior of human has lifted the
subject of ecological fortification and the perception
environment in behavior of consumer. It has enhanced the
stipulate for green category merchandises in the market
universal. A green category items defined the product
manufactured using at no cost toxic components and
environmentally-gracious process, and which specialized
as distinguishd organization1. Greening manufactured
goods takes consign over its complete life-cycle from
product intend and procurement of raw material to the
process of production, storeroom, carrying, practice,
and post-practice activities. While familiarity of users
marketplace and capriciouss inspiring buying behavior
cross-countries, studies connected to behavior of green,
have observe the developing ecological consciousness
in the mind of consumers. The study reveal prioritize
of Indian consumers in different category products and
services from environmentally gracious organizations
and are becoming hard to please in their behavior of
purchase in expressions of predilection for products of
green, quality of product, their spirited values and their
responsibility in the stores of product2.
Decisions of Green product buying: The
consumers of green are portrayed the environmental
significances of their utilization prototypes and propose
to change their buying intensions and the behavior of
consumption for decreasing the environmental aspect.
808 Indian Journal of Public Health Research & Development, February 2020, Vol. 11, No. 02
The green consumers purchase decision originate to be
the middle subject in the current condition of study on
behavior of consumers related to green.
The decision of buying supporting the organizations
of the green, preferences of eating green commodities
and probable to expend additional for green products.
Mostly two important factors pressure the buying
decisions of green consumers. The genuine behavior
outcome of consumers’ habitual habits, product
information, and the environmental factors namely the
campaign of promotional.
Supporting Environmental Protection: Shore
up environmental fortification is important causes for
users to perform environmentally gracious in buying
decision3. The users distinguish the responsibility of
merchandises of green in increasing the excellence level
of the atmosphere, and consumers demonstrate prop up
for ecological safety by buying and owning products of
green. The consumers capable to transmit the correctness
of superior level prices of products category of green
benefits suggested by them and build up a positive
perception in the intelligences of consumers.
H1: Consumers are significantly influencing
towards the buying behavior of green products for the
prime reason for support of environmental protection
Environmental Responsibility: The environmental
liability drive related to users commitment level
towards the protection challenges and individual
focuses to enhance the quality of atmosphere. Realizing
the unhelpful impact of atmosphere on human and
consumers know responsibilities for environmental
protection. The users inspired by natural think about the
excellence of the world and inhabitants create to be above
all engaged in environmental protection . Consumers
ecological apprehension, compassion, and conviction
in the subsistence of environmental predicaments at the
personality level to execute environmentally gracious.
H2: The consumers preferring towards the
buying behavior of green products for the reason of
environmental responsibility
Experience of Green Product: Consumers’
understanding of green products an extra powerful
variable to persuade green products buying decisions.
The users inquisitiveness to increase knowledge about
the environmental characteristics of green products.
The users struggle to study about green products on
individual and increase comprehension related to
ingredients of green products4. Additionally, the users
shre the information and knowledge of green products
with companions5. The product assessment facilitates
them to recognize the environmental advantages of
green products and outcomes in successfully mounting
predisposition towards green products6.
H3: Consumers prefer the usage of green category
products because of their personal experience of green
products consumption
Social Appeal: Consumers increase and understand
the meaning of products when the users interrelate with
others and collect related in sequence7. Consumers
fraction of a society or social group, obtain and
contribute to information, and identify what others
believe for a meticulous product8 and assess the
products pedestald on the observations and opinion
of others9. Besides, consumers usually attracted with
the product that enhances a intelligence of self and the
approach want to be distinguished by others. Thus, the
widespread application create influential in developing
the preference of prodcuts. Never the less, users be set to
to buy products that go behind the perceptions of culture
as well as build their social-identitie10.
H4: The consumers Buying decision of green
products because of excellent Social Appeal
The society of environmental gracious, users
extensively distinguish the reputational and
contemporary technique of lifestyle to perform
environmentally friendly11. It has emblematic meaning
of principles, thinking, nature-orientation, and eco-
objectives. It guides to decisive functional outcomes
for users, i.e., pro-social standing of being reliable,
expensive companion, and status (prestige).
H5: The Consumers Buying Decision of Green
Products because of Environmental friendliness
Methodology
The study is concentrate on make out the determinants
influencing the consumption of green products among
the consumers in Chennai city. The study used both
primary and secondary level data. The study used both
primary level and secondary level data. The secondary
level data collected through articles, magazines, and
research papers. The primary information collected from
the consumers of green products in Chennai city. Overall,
 Indian Journal of Public Health Research & Development, February 2020, Vol. 11, No. 02
709 responses are finalized and used for the analysis. The
study used a convenience sampling method. The data is
collected from the users of organic product consumers
in Chennai city. To evaluate the association between the
determinants of green products and purchase decisions,
the construct was developed12. The constructs of the
study, such as environmental protection, environmental
responsibility, personal understanding, Social type
Appeal, and Environmental easiness buying decisions
of green products. The study used Structural Equation
Model to measure the relationship connecting the
determinants of green products and buying decision.
Results and Discussion
Demographic Profile of green products consumers
in the study region and the results reveal that the majority
of 52.6 of the consumers are male category. Age group-
wise, 26.9% of the consumers are in the age group of
31-35 yeas. The study demonstrates that the majority
of the consumers married. Regarding the educational
Parameter CMIN/DF P GFI
Results 1.628 0.135 0.995
The analysis indicates the CMIN/DF value is <3,
GFI, AGFI, CFI values are >0.9, and the RMSEA value
<0.05. Based on the results is that the proposed model
is fit. The study inferred that the determinants of green
products, namely support of environmental protection,
809
qualification of consumers, the majority 35.3% of the
consumers under-graduates, and the monthly earnings
concern majority 41.5% of the consumer’s monthly
income between Rs.50,001 – Rs.1,00,000. The study
also exhibited that around 52.3% of the consumers are
salaried class.
Structural Equation Modelling: SEM is a
advanced statistical method that is utilized to scrutinize
structural relationships. It the mixture of factor study and
multiple model regression analysis, and it is utilized to
scrutinize the structural relationship between measured
segment of variables and latent type constructs.
The hypothesized model of the study is whether the
determinants of green products, namely support of
environmental protection, environmental responsibility,
personal experience, Social Appeal, and Environmental
friendliness significantly influence towards the buying
decision of green products in the study area. The SEM
Model results are given below:
AGFI CFI RMSEA
0.984 0.998 0.030
environmental responsibility, personal experience,
Social Appeal, and Environmental friendliness,
significantly influence towards the buying decision of
green products among the consumers in the study area.
810 Indian Journal of Public Health Research & Development, February 2020, Vol. 11, No. 02
To test the proposed hypotheses of the study, i.e.,
Consumers are significantly influencing the buying
behavior of green products for the prime reason for
support of environmental protection. The output of
the AMOS results indicates that the p-value for the
buying behavior of green products for the prime reason
for support of environmental protection is <0.01. The
results of the study maintain the hypothesis and confirm
that environment protection significantly influencing
consumers to use green products in the study area.
To examine the hypothesis, i.e., consumers
preferring towards the buying behavior of green products
for the reason of drive for environmental responsibility.
The results mentioned that the p-value of these factors is
<0.01. The results of the study supported the hypothesis
and inferred that environmental responsibility is also
the prime reason for using green products in the study
region.
As for the third hypothesis of the study is, Consumers
prefer the usage of green category products because of
their personal experience of green product consumption.
The results indicate that the p-value is <0.01. Therefore
the could be inferred that the consumers are using the
green products of their personal experiences. The study
also supports that the consumers prefer to utilizing green
products because of the environmental friendliness
of the organization(p value=<0.05). The consumers
inspired that the aspect of the environmental friendliness
of the promoters. Supplementary, the connection linking
socialappeal of green product buying assessments is
create statistically considerable of hypothesis (p=<0.05).
it point outs individuals be part of environmentally
welcoming culture and to put up up and prolong
environmentally gracious customarys of income are
additional credible to buy green products.
Conclusion
The enhancing environmental mindfulness of
consumers inspired managers postion of green products
to solicit details apprehensioning the environmentally
welcoming buying behavior of consumers. The
continuous advancement in the domain of green category
research, current studies have concentrated on eating
pattern, therefore the buying behavior of products green
can be scrutinized. In the wake of these directions, the
present study has endeavored to build up an considerate
of consumers’ observation of green products decreasing
the effect of their eating patterns. The study results
specify that consumers in India have a high level of
environmental consciousness, it is displayed in their
green category product buying decisions. The consumers
apprehensioned with environmental guard issues
understand their responsibilities towards the protection,
consider in the existence of environmental difficultys and
their clarification at individual levels, comprehensively
search for product-connected ecological information, and
create environmentally gracious purchase decisions. The
study inferred that the receipt of green products depends
upon the commodities’ environmental uniqueness
needed by users. The research also registers that there
is a meaningful association of supporting environmental
shield and push for accountability of environmental with
green category product buying conclusion substantiate
that the choice to acquire a green product necessitates
a free mindful assessment of environmental, personal,
and social importance associated with products
of green. It more indicates that consumers see for
the accomplishment of their functional, emotional,
and experiential requirements, which impact their
buying decisions. It emulates an friendly existence
in their using blueprints and the significance of green
products to users. Subsequently, marketing experts for
products green need speak how users attention about
protection environmental and abilities environment
are discussed by buy, using, and disposing of green
products. Overall, the determinants, namely support of
environmental protection, environmental responsibility,
personal experience factor, Social Appeal aspect, and
Environmental friendliness, significantly influence the
buying decision of green group creations in the study
area.
Conflict of Interest-: No potential conflict of
interest was reported by the authors.
Source of Funding: None. No funding to declare.
Ethical Clearance: The research was approved by
authors Institutions.
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