Presented by

A STUDY ON CONSUMER’S Krutika Goyal – 141

Krutik Parmar – 122
WILLINGNESS TO USE ECO- Mentoring by
FRIENDLY PRODUCTS Dr Richa Pandit
I NTRODUCTION
• As it is said that the green consumer is someone who is environmentally and socially conscious and
which leads him/her to purchase the products that are eco-friendly.
• Over the last few decades, it is being observed that people are changing their trends and lifestyle in a
more environment conscious way paying more responsiveness towards green oriented behaviour
worldwide.
• The study and research about green consumerism have been interesting due to growing green
awareness and significance of green orientation in the consumer purchasing process globally.
• Eco-friendly products are products that are not harmful to the environment. These are products made
from organic and all-natural ingredients. They also come in recyclable compostable, or biodegradable
packaging.
• About 60 to 90 percent of consumers are concerned about the environmental impact of their purchases
preferred environmentally sound products and even refuse to buy certain products due to environment
concerns.
• Consumer concern about the environment does not readily translate into the purchase of environmentally
friendly products. Commercial Research says 46% of consumers are more inclined to buy a product if it is eco-
friendly. But nearly 60% are unwilling to pay more money for that eco-friendly product.

• Academic research has consistently identified this gap between purchase intentions and behaviors. Hence,
despite environmental concern and the positive attitude of customers towards sustainability and green products,
it’s estimated the market share of green products will reach only 25% of store sales by 2021.

• From procuring raw materials to shipping the final product, almost all steps of the manufacturing and production
process of eco-friendly products cost more than traditional products.

• There are several reasons for this. Sustainable materials cost more to grow and manufacture, reputable third-
party certifications add further costs and using organic materials is more expensive than alternatives such as
mass-produced chemicals.

• Simple economies of scale also impact on price. While the demand for such products remains low, the price
remains high. More demand would mean more production and lower unit price costs.
LITERATURE REVIEW
SR.NO TITLE OF THE PAPER YEAR OF NAME OF THE
PUBLICATIO AUTHOR
N
1 Promotion of sustainable consumption of food by 2015 Lazorko
virtual committees
2 Sustainable consumption and the UK’s leading 2014 Jones, Hillier, & Comfort
retailers
3 In search of Bio happiness 2011 Swaminathan

4 Can green marketing be used as a tool for 2010 Saxena, R. & Khandelwal,
sustainable growth? P. K
5 Environmentally friendly consumption 2016 Grimmer

6 Green weaver : Participatory green mapping and 2015 Wakasa & Konomi
networking for fostering sustainable communities
7 Green marketing and sustainable development 2014 Khandelwal & Yadav
SR. TITLE OF THE PAPER YEAR OF NAME OF THE
NO PUBLICATION AUTHOR
8 Measuring sustainable food consumption 2018 Azzurra, Massimiliano,
& Angela

9 At home with sustainability: from green 2018 Hale

default rules to sustainable consumption

10 Why should I be tolerant. New Delhi: centre 2016 Narain

for science and enviroment
RESEARCH METHODOLOGY
Research methodology Descriptive design
Sample size 312
Sample frame Students, business owners, employed, unemployed
people of Ahmedabad
Population People of Ahmedabad
Sampling technique Non probability convivence sampling
Data collection instrument Structure questionnaire
Data collection method Survey (google forms)
Source of primary data Questionnaire
Source of secondary data Journals, articles, website
DATA ANALYSIS
REFERENCE ABOUT CHARTS
AND GRAPHS
All charts and graphs are taken from the
respondents of google form.
 FINDINGS
• In most of the respondents families all the members used green products so these families know more
about the benefits of green products as they are using the green products.
• In the study we found that most of the people do not recycle the product packaging.
• More campaigns should be done for the awareness of eco-friendly products and people should be
aware that in today’s world so many eco friendly alternatives are available.
• Most of the people also think that eco-friendly products are expensive so they do not consider buying
them so if cheaper alternatives will be available people would buy more.
• A main problem green consumerism is facing that the segment does not have wide range of products
so if the government initiates the green industry more options would be available.
CONCLUSION
In the era of cut throat competition, it is very necessary to understand the behavior of consumers as
their needs, wants desires are changing very frequently. Now a day’s consumers are more health
conscious and prefer green products. The present study attempts to examine the perception of
consumer and brand preferences towards green products in Ahmedabad city. This study concludes
that there is no significant difference between male and female awareness towards ecofriendly
products but consumers are not fully aware regarding green brands. This study also reveals the truth
that there is no significant difference in satisfaction between respondents of different income group
but consumers are not fully satisfied regarding price of green products. Product quality and product
benefits are main factors which influence respondents buying behavior towards green products. The
study since focused on a limited geographical area has limited generalizability but provides good
insights regarding behavior of consumers towards green products. The marketing communication
regarding green practices need to focus more on theme and message. Advertising appeals using green
products and practices are likely to move emotions and result in persuasion. It is important for markets
to be in top of mind recall of consumers to gain maximum from their green brand positioning.
Constant and continuous communication from the organizations’ side is required to make an impact
and create a distinct green positioning and ultimately resulting a rise in green consumerism.
BIBLIOGRAPHY
•http://ignited.in/
•theconversation.com
•www.ecofriendlyhabits.com
•en.wikipedia.org
•www.researchgate.net
•gujaratresearchsociety.in
QUESTIONNAIRE
https://docs.google.com/forms/d/1iSoVMJi63k-ALw9ANGDaDdeG
Q2j1P0efd3v4rUtgGwk/prefill