Table of Contents

message that answers this question is preferable to
generalities that require the buyer to search for meaning.
6. Green marketing is an evolving discipline, but uses
similar marketing tools to more established marketing areas.
Campaigns that leverage user commentary, case studies,
thought leadership initiatives and other means attract
potential buyers and establishes a comfort level with your
company.
Methodology
Hypotheses
Based on the previously cited theoretical and empirical
literatures, the following hypotheses referring to the sales
were proposed.
Hypothesis 1: There is a significant difference between male
and female in their attitude towards environment and Green
Products.
Hypothesis 2: There is a significant relationship between
consumer’s attitude towards government’s role and their
attitude on green products.
Hypothesis 3: There is a significant relationship between
Green Labeling and product sell
Hypothesis 4 There is a significant relationship between
Cost and Greenness of the products.
Hypothesis 5: Cost is deciding factor for sell and purchase
of Green Products.
Research Instruments
In order to obtain reliable information from the respondents,
established and validated scales were selected for data
collection. In this study, the survey instrument of attitudes
toward the environment as the independent variable was
adopted from the scales developed by Tantawi et al. (2007).
Only Fifteen items were used out of the original 38 items.
Some items were dropped, as it was not suitable in the
Indian context. The dependent construct, attitude towards
green product was derived from Mostafa (2006) and consists
of two items. The respondents were asked to rate each item
on a 5-point Likert scale from 1 = strongly disagree to 5 =
strongly agree. Schuessler (1971) stated that a scale is
considered reliable if it has an alpha value greater than 0.60.
Hair et al. (1998) added that reliability estimates between
0.60 and 0.70 represent the lower limit of acceptability in
quantitative research studies. Due to the exploratory nature
of this research, alpha value greater than 0.60 for reliability
estimates is considered adequate.
Data Collection and Characteristics of Respondents
The questionnaires for this study were administered to 500
citizens from a major cities in India. Ferber (1977) argued
that using citizens sample is considered valid for exploratory
studies. Furthermore, citizens are representing the new
generation of consumers and have been a growing
population of consumers in India. The survey was conducted
online, personally and telephonically with proper care,
assured anonymity. Participation was voluntary and no
remuneration was offered. The respondents were consisted
of both sexes and of different races. A total of 472
completed the questionnaires (yielding a response rate of
94.4%) were obtained and deemed sufficiently complete to
be useable. The majority of the respondents were female
(67.4%) and of Indian ethnicity (89.2%).
Findings:
About 90% of the respondents considered environment
friendly products to be safe for nature. Concern for future on
one hand and cost effectiveness on the other extreme of the
spectrum of highly idealistic to highly pragmatic clients
were articulated by very few respondents (about 10 per cent
each). Apparently the customers are appraising the products
on safety to nature and human health. While the cost is not
mentioned as a major consideration, it becomes crucial
when the willingness to pay the premium is inquired.
About 75 per cent respondent were willing to buy most
environment friendly products and the 40 per cent
respondent had actually never bought one. Most important
aspect of this dimension is that the ones who were willing to
pay premium for one kind of green good were willing to pay
premium for other goods as well and more or less in the
same range.
Attitudinal Profile:
Several iterations were tried to understand the attitudinal
profile of different groups of consumers. There are primarily
four kinds of consumers at the most general level we could
discern from this survey:
The Motivated mobilizers are wiring to join an ecological
club, pay pollution tax, do not think that environmental
problems are for government to worry about.
The populist mobilizers are those who will not hesitate in
carrying a plastic bag even for those things which can be
carried otherwise, consider government to be responsible for
environmental problems, do not try to save energy and have
never shifted brands due to environmental reasons.
The passive committed consumers are responsible for their
own conduct but do not want to bother others. They are
highly educated, are aware of many brands of environmental
friendly products, and do make effort to save energy.
The indifferent and indolent consumers have never
contacted any agency for reducing pollution, never looked
around for organic products and consider environmental
problems to be the concern of government.
Conclusion
The correlates of the attempt to look around for organic food
articles provide an interesting insight about the people
behave. Those who never looked around for organic
products will prefer to use a plastic bag even when the
things can be carried otherwise, will not carry a cloth bag,
may not join an ecological club, may not donate a day’s
salary, neither will stop buying products of companies that
are guilty of pollution, and of course are unwilling to pay
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