CHAPTER – 5

CONSUMER’S BEHAVIOR TOWARDS ECO-FRIENDLY PRODUCTS

– AN ANALYSIS

Environment friendly products and green

marketing has become a highly attractive subject. Corporate are constantly
trying to find the best way to reach the customers with their green message.
Customers and businessmen are depending more on environment and have
started to pay more attention to the protection of environment. This project
aims to study consumers buying behaviour towards eco friendly products. To
promote eco friendly products and green market it is imperative to conduct a
research study. This study helped the researcher to understand a lot about
peoples attitude towards eco-friendly products.

In order to get more details the researcher directly

interviewed 30 respondents belongs to kollam corporation. An assessment of
the consumers behavior towards eco-friendly products can throw light on the
popularity of environment friendly products.
 5.1: Demographic Characteristics of Respondents
Demographic Factors Labels Respondent %
s
1. Gender a. Male 14 46.6
b. Female 16 53.3
2. Age Below 20 5 16.6
21-40 yrs 9 30
41-60 yrs 12 40
Above 61 4 13.2
3. Educational SSLC 6 20
Qualification Plus Two 9 30
Graduate 9 30
Post Graduate 4 13.3
Others (mphil\phd,etc) 2 6.6
4. Occupation Government Employee 5 16.6
Private Employee 4 13.3
Agriculture 3 10
Self employed 5 16.6
Others 13 43.3
5. Monthly Below 20000 16 53.3
Income 20000-45000 8 26.6
45000-75000 4 13.3
75000 & Above 2 6.6
6. Religion Hindu 21 70
Christian 5 16.6
Muslim 4 13.3
(Source: Primary Data)
( 5.2) Importance of environment friendly products.

Opinion Respondents Percentage

Yes 26 87
No 4 13
Total 30 100

(Source: Primary Data)

Importance of environment friendly products .

13%

Yes No

87%

From the above table and diagram,When we asked people if they knew about
environmental friendly product then 87% of them say yes and 13% of them say
no
(5.3) GIVE PREFERENCE TO PURCHASE ENVIRONMENT FRIENDLY PRODUCT

Opinion Respondents Percentage

Rarely 8 27
Occasionally 11 36
Frequently 8 27
Always 3 10
Total 30 100
(Source: Primary Data)

10% 27%

Rarely
27%
Occasionally

Frequently

Always

36%

The above table and figure reveals that 27% prefers rarely, 36% of the
respondent prefers it occasionally, 27% of the respondents frequently prefer
to purchase environment friendly product and 10% always prefer to purchase
this.
 (5.4)PURCHASING OF GREEN PRODUCTS MORE THAN COMMON PRODUCTS.
(Source: primary data)
Opinion Respondents Percentage
Yes 16 53
No 14 47
Total 30 100

Purchasing of green products more than common

products .

Yes
47%

53%
No

From the above table and diagram ,We asked people do they buy green
product more than common product then 53 %said that they do and 47% said
that they don’t do .
(5.5)WILLINGNESS TO PAY EXCESS MONEY FOR GREEN PRODUCTS.

Opinion Respondents Percentage

Yes 17 57
No 13 43
Total 30 100
(Source : primary data)

Willingness to pay excess money for green products

43%

Yes

57%
No

From the above table and diagram ,we asked people are they willing to pay
excess money for that then we find that 57% said that yes they are willing to
pay excess money and the other 43% are not willing to pay excess money.
(5.6)THE ATTRACTING ELEMENTS TO BUY GREEN PRODUCTS.

Opinion respondents Percentage

Acceptable price 12 40
Appearance 7 23
Durable 6 20
Others 5 17
Total 30 100
(Source :primary data)

The attracting elements to buy green products

17%

40%
Acceptable price

Appearance

20%
Durable

Others

23%

From the above table and diagram ,When we asked people what they find
most attracting when they buy green products. behaviour. 40% of them said if
the products are reasonably priced, they would buy that product 23 %
consumers buy products for Appearance. 20%of people vouch for
durability.17% of the samples buying behaviour depend on other attracting
factors.
(5.7)PLASTIC HAS BECOME A LIFESTYLE AND ITS IMPOSSIBLE TO AVOID.

Opinion Respondents Percentage

Strongly agree 6 20
Agree 12 40
No opinion 5 17
Disagree 7 23
Total 30 100
(Source : primary data)

Plastic has become a lifestyle and its impossible to avoid .

23% 20%

Strongly
agree

Agree

No opinion

17%
Disagree

40%

From the above table and diagram , 20% strongly agree that plastic has
become a lifestyle and its impossible to avoid .40%agree the statement , 17%
has no opinion about this and 23% of the respondents disagree that plastic has
become a life style and its impossible to avoid .
(5.8)ECO – FRIENDLY PRODUCTS PROTECT US FROM HARMFUL EFFECTS OF
NON- BIODEGRADABLE PRODUCTS .

Opinion Respondents percentage

Strongly agree 9 30
Agree 15 50
No opinion 6 20
Total 30 100
(Source:primary data)

Eco friendly products protects us from harmful effects of

non biodegradable products
20%
30%

Strongly
agree

Agree

No opinion
50%

From the above table and diagram ,30%of them strongly agree that eco –
friendly products protect us from harmful effects of non – biodegradable
products and 50% agree and 20% has no opinion about this statement .
(5.9)AWARENESS OF THE TERM “GREEN PRODUCTS”

Opinion Respondents Percentage

Yes 25 83
No 5 17
Total 30 100
(Source: Primary Data)

Awareness of the term " Green products"

17

Yes
No

83

The above table and figure shows that 83% of the respondents have enough
knowledge about the term green products and 17% of the respondents are
unaware about the term green products.
 (5.10) UNDERSTANDING OF “GREEN PRODUCTS” BY CONSUMERS.

Terms Respondents Percentage

Non-toxic 8 26.67
Bio-degradable 8 26.67
Recycle 4 13.33
Energy efficient 5 16.67
Organic 5 16.67
Total 30 100
(Source: Primary Data)

Understanding of “Green Products” by Consumers

16.67 26.67

Non-toxic
Bio-degradable
16.67
Recycle
Energy efficient
Organic

13.3 26.67

Interestingly, the terms ‘Bio degradable and Non-toxic’ were more popular
amongst those consumers who said they were aware about green products
followed by recycle , organic and energy efficient.
(5.11) TRUST ON ECO-LABELS/CERTIFICATIONS

Opinion Respondents Percentage

Yes I definitely I do 6 20
Yes, sometimes I do 18 60
No, I don’t 6 20
Total 30 100
(Source: Primary Data)

Does Consumer Trust Ecolabels/certifications?

20% 20%

Yes I definitely do
Yes sometimes I do
No I don't

60%

The above figure and table shows that the ecolabels or certifications on green
products sometimes influences the buying decision. Consumers would prefer
ecolabels that are understandable and sometimes influence their buying
decision.
(5.12 ) LEVEL OF SATISFACTION WHILE CHOOSING AN ECO-
FRIENDLY PRODUCT

Opinion Respondents Percentage

Highly satisfied 10 33.33
Satisfied 17 56.67
No opinion 1 3.33
Dissatisfied 2 6.67
Total 30 100
(Source: Primary Data)

LEVEL OF SATISFACTION WHILE CHOOSING AN ECO-

FRIENDLY PRODUCTS.

6.67
3.33 33.33 Highly satisfied
Satisfied
No opinion
Dissatisfied

56.67

From the table and diagram it can be find out that 56.67% of the respondents
are satisfied while choosing an eco-friendly product and 33.33% of them are
highly satisfied. 3.33% of the respondents are dissatisfied while choosing an
eco friendly product. There is 6.67% of respondents who have no opinion.

(5.13) ECO-FRIENDLY PRODUCTS ARE CLOSE SUBSTITUTE FOR PLASTIC

PRODUCT

Opinion Respondents Percentage

 Strongly agree 7 23.33
Agree 13 43.33
No opinion 2 6 .67
Disagree 8 26.67
Total 30 100
(Source: Primary Data)

Eco-friendly products are close substitute for plastic

products

26.67 23.33

Strongly Agree
Agree
No Opinion
Disagree
6.67

43.33

The table and diagram, reveals that 43.33% of the respondents agree and
23.33% strongly agree about the eco-friendly products are close substitute for
plastic product. 26.67% of the respondents disagree with this and 6.67% of the
respondents no opinion that eco-friendly products are close substitute for
plastic products.

(5.14) BARRIERS TO BUYING DECISON OF ECO-FRIENDLY PRODUCTS

Opinion Respondents Percentage
Awareness is low 5 16.66
 Less availability 12 40
Expensive in buying 5 16.67
Not sure whether it is 8 26.67
really green
Total 30 100
(Source: Primary Data)

Barriers to buying decison of eco-friendly products

16.66
26.67

Awareness is low
Less availablity
Expensive in buying
Not sure whether it is really green

16.67
40

Amongst the various barriers to buying green products, less availability40% in

the market and doubts of the green claim 26.67% in buying green products
emerge as the major barriers. while Low awareness16.67% of the product and
expensive16.67% are the other two barriers identified in the survey
 (5.15 ) WHILE PURCHASING, PREFERENCE WILL BE GIVEN TO
PRODUCTS WITH LEAST AMOUNT OF POLLUTION

Opinion Respondents Percentage

Strongly agree 10 33.33
Agree 17 56.67
Disagree 3 10
Total 30 100
(Source: Primary Data)

While purchasing, preference will be given to products with least

amount of pollution

10

Strongly Agree
33.33 Agree
Disagree

56.67

The table and diagram reveals that 56.67% of the respondents agree that they
will give preference to products with least amount of pollution while
purchasing. 33.33% strongly agree, and 10% of the respondents disagree with
the statement.
(5.16)GREEN PRODUCTS LASTED MORE TIME.

Opinion Respondents Percentage

yes 11 36.67
No 19 63.33
Total 30 100

(Source :primary data)

Green products lasted more time.

37%

Yes

No

63%

From the above table and diagram, 63.33% doesnot think that green products
lasted more and 36.67 %think that green products last more time

(5.17)GREEN PRODUCT IS RECYCLABLE .

Opinion Respondents Percentage

Yes 16 53.33
No 14 46.67
Total 30 100
(Source :primary data)
 Green products are recyclable

47%

53% Yes

No

From the above table and diagram ,53.33 % think that green product is
recyclable and other 46.67% does not support the above statement .

(5.18) GOVERNMENT’S PROPOSAL TO BAN ALL PLASTIC PRODUCTS

Opinion Respondents Percentage

Strongly agree 14 46.67
Agree 10 33.3
Disagree 4 13.33
No opinion 2 6.67
Total 30 100
(Source; primary data)
 Government's proposal to ban all plastic products
14% 1%

Strongly Agree

49%
Agree

Disagree

35%
No opinion

From the above table and diagram 46.67% strongly agree government’s
proposal , 33.33% agree ,13.33% disagree and other 6.67 does not have
opinion.

(5.19)PURCHASING GREEN PRODUCTS CAN IMPROVE OUR ENVIRONMENT

Opinion Respondents Percentage

Strongly agree 14 46.67
Agree 13 43.33
No opinion 3 10
Total 30 100
(source: primary data)
 Purchasing Green products can improve environment
3%

Strongly
Agree
50%
47%

Agree

Disagree

From the above table and diagram , 46.67%stronglyagree purchasing green

products can improve our environment, 43.33%agree amd other 10%
disagree with the statement .