E-ISSN:2583-4460

Research Article

Consumer behavior

Global Journal of Management and Sustainability

2022 Volume 1 Number 2 July-Dec
Publisherwww.adsrs.net

Extensive Research on Understanding the Importance of Green Consumerism in India-The need of the hour-Evolution of buying behavior and changing trends

Lawrence S.1, Tyagi P.2*
DOI: https://doi.org/10.58260/j.mas.2202.0110

1 Steffy Lawrence, Amity College of Commerce and Finance, Noida, Uttar Pradesh, India.

2* Pallavi Tyagi, Associate Professor, Human Resource Management, Amity College of CommeHuman Resource Managementrce and Finance, Noida, Uttar Pradesh, India.

There is a crucial need during the era of globalization to keep our environment safe while keeping the consumers satisfied. Consumer satisfaction and change in perception is an important aspect in order to create a hopeful cultural progress to an asset compelled future. The day each individual on this planet lean towards a green product, at that point itself we would actually spare our “mother earth”, the “maker” of people from being used drastically. Green products add to the green living or practices which foresees air, land and water defilement. Their use limits the carbon impressions or the outpouring of greenhouse gases. Prevailing piece of these things is biodegradable, recyclable, or can be dealt with the dirt. Subsequently their exchanges don’t irritate the ecological change. A green customer is the person who worries about the earth and, in this manner, just buys items that are naturally amicable. Green marketer plans the marketing and promotion of green products. Green consumerism has assisted with prodding huge moves in the manner by which few ventures see the natural challenge. This study critically evaluates the development of businesses towards sustainable products, to further study the growth of ecofriendly processes of production and to study the factors affecting the buying behavior of consumers towards green items contributing to the rising green consumerism. This paper studies the relationship of six constructs on buying behave towards green purchase through the Theory of Planned Behavior (TPB). It inferred and inspected the model in an example of 100 respondents. The discoveries of this model demonstrated that customer attitude and SN does not have a significant relationship with the purchase intention but perceived behavior control have positive effects on the buying behave of green products. Moreover, our outcomes showed that ecological concern doesn’t have a link with the buying behavior for green items. Numerous researches were done on this area by authors. The interpretations add to working on the study of expectation to buy green items, which could assume an important part to green commercialization or green consumerism.

Keywords: Green products, Eco friendly businesses, sustainable products, Consumer behavior

Corresponding Author How to Cite this Article To Browse
Pallavi Tyagi, Associate Professor, Human Resource Management, Amity College of CommeHuman Resource Managementrce and Finance, Noida, Uttar Pradesh, India.
Email: 		Steffy Lawrence, Pallavi Tyagi, Extensive Research on Understanding the Importance of Green Consumerism in India-The need of the hour-Evolution of buying behavior and changing trends. Glo.Jou.of.Mgt.and.Sus.of.ADSRS.Edu.Res. 2022;1(2):1-8.
Available From
http://mas.adsrs.net/index.php/mas/article/view/10

Manuscript Received Review Round 1 Review Round 2 Review Round 3 Accepted
2022-11-22 2022-12-06 2022-12-17 2022-12-23 2022-12-30
Conflict of Interest Funding Ethical Approval Plagiarism X-checker Note
Nil Nil Yes 16%

© 2022by Steffy Lawrence, Pallavi Tyagiand Published by ADSRS Education and Research. This is an Open Access article licensed under a Creative Commons Attribution 4.0 International License https://creativecommons.org/licenses/by/4.0/ unported [CC BY 4.0].

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Lawrence S et al: Understanding the Importance of Green Consumerism in India

Introduction

Overview: The increased utilization of products bringing exhaustion of expected resources and creating harsh harm to the environment compels the consumer to become conscious towards the ecology and society which has led to the appearance of Green Consumerism which emphasizes on the need to encourage sustainability and advocates that form of development which minimizes negative impact on the environment and society at large. Green consumerism further encourages Eco novelty and green consumption. It suggests the usage of products and ventures which fulfil the essential needs empowering better life quality and simultaneously it limits the utilization of characteristic assets, the age of harmful materials and waste and contamination over an actual existence cycle. Green displaying incorporates promoting of green things/organizations, green advancement, green impact/initiatives for which a lot of money needs to be spent on R&D programs for their improvement. As a result, Green Consumerism may be characterized as an all-encompassing executive method that meets, recognizes, satisfies, and anticipates the needs of partners in maintaining the earth’s regular prosperity while not jeopardizing people’s well-being. For easy identification of environmentally safe products in order to increase awareness amongst the consumers, the CPCB (Central Pollution Control Board) and Ministry of Environment, Forest and Climate Change in 1991 had launched the eco-labelling scheme known as the Eco mark. Businesses must become responsible stewards of the earth's resources and should be held accountable for sustainable processing and sales practices by producing eco-friendly and organic products, and consumers, who unquestionably play the most important role because our entire economy is dependent on the consumer's perspective and adaptable and changing behavior, must consider changing their consuming or purchasing patterns to help bring about a change. As a result, it's easy to see how, with the government's uttermost care, responsibility, and efforts, as well as company transformation and consumer attitude evolution, there will be a huge shift toward green conservatism and sustainability. Use of natural or environmentally friendly material like bamboo, with its three-year growth cycle and carbon sequestration, is a uniquely

efficient and responsible resource for which there have been various booming start-ups, SHG’S coming up with various products made of bamboo.

1. Bamboo India mission in Pune, India started in 2016 is a startup providing plastic products replacement using innovative bamboo products like toothbrushes, earbuds, corporate gift articles & many

2. Nabanita SHG in Assam taking help from government as well as NGO’s for 30 years manufactures and order suppliers all kinds of Cane and Bamboo Handicrafts and products such as baskets, pencil stands, water bottles, house decoration items, flower vase, lamps, trays, magazine holders by artisan named Ramdenu.

Organizations of numerous types — of all shapes and sizes, in each industry — are progressively beginning to understand the business worth of sustainability. It's a position that is appealing to the two clients namely customers and investors, and, according to many idea pioneers, additionally reflects an organization's capacity to support long term development, opening up new pathways to progress and liberating them from operational requirements. Sustainability drives for business come in many shapes and structures; organizations characterize their own course, frequently based on how that path connects with their core strengths and goals. The sustainability development activities recorded underneath show the wide scope of works happening today from organizations right now driving the way.

The conceptual framework of the study describes the theory of planned behavior helping to understand whether the consumer’s attitude to purchase green products, subjective norm, perceived behavioural control, ecological concern and ecological knowledge is significantly influencing the buying intention of consumers or not. There has been various articles, studies and philosophies around the globe which satisfies and proves this concept.

Literature Review

Preena Pradeep (Ph.D. Research Scholar Mother Teresa Women’s University Kodaikanal) (2021) discussed in her research “Growing Consumer Awareness and CSR, in context of Green Marketing as a way forward for India” about the execution of


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green marketing in India and the awareness of complex tasks associated to production and consumption patterns in order to decrease the problems caused by unhealthy consumer behavior.

Pranjjal Shukla, Dipen Paul, Sushant Malik, Dharmesh K. Mishra (Symbiosis Institute of International Business, Symbiosis International (Deemed University), Pune, India. Email: dipen.paul@siib.ac.in) (2021) in their paper entitled "The Role of Green Marketing in Energy Conservation in the Domestic Sector" featured the effects on the environment, decreasing energy utilization. The purpose of this article is to examine the influence of green marketing and its techniques in influencing domestic energy-saving and green product purchasing behaviour. Respondents indicate they are heavily impacted by Green Packaging and Environmental Beliefs, demonstrating the importance of Green marketing in influencing purchase behaviour and energy-saving behaviour. It should also be mentioned that, while advertising is effective in raising awareness among respondents, it is not a big factor in changing their minds about purchasing Green products. Recommendations are offered to expand the scope of research into Green marketing and its influence in energy conservation behaviour.

Ms. Shweta and Dr. Md. Shahnawaz Abdin (Research Scholar, Department of Management (SMBS), Jamia Hamdard, Delhi & Assistant Professor, Collegeof Vocational Studies, University of Delhi, Delhi, India and Assistant Professor, Department of Management (SMBS), Jamia Hamdard, Delhi, India (2020) in their exploration titled " Green consumerism-emerging trends and evolving consumer perception in India" noticed the turn coming in customer's discernment in regards to climate and green items. This paper additionally looks for how a buyer responds towards green items. To figure out the responses of these inquiries the strategy is utilized as logical and enlightening by directing a study and involving the SPSS programming to work out the acknowledgment for green item by the purchasers. Subsequently, free factors, for example, ecological information, natural concern, saw information, hierarchical green picture and social impact generally reflect in the brain of purchasers as green discernment. These elements will likewise help in making a world greener and more innocuous with reasonable turn of events.

Dr G. Nedumaran, K Manimegalai (Alagappa University) (2018) examined on "Green marketing and sustainable development challenges and opportunities ", means to validate how the advertising can help the manageable turn of events. It starts with the subjects of feasible turn of events and economical advertising as they are examined in writing. It attempts to bring a clever report which can be applied in current market situation.

Kamonthip Maichum, Surakiat Parichatnon, Ke-Chung Peng(2016) in their examination named "Application of the Extended Theory of Planned Behaviour Model to Investigate Purchase Intention of Green Products among Thai Consumers" expected to research Thai shoppers who are matured more than 18 years, and whose base instruction is secondary school, on buy goal for green items by utilizing a drawn out structure of the hypothesis of arranged conduct (TPB). The discoveries showed that purchaser mentality, emotional standard and saw social control have huge positive effects on the buy goal for green items.Moreover, the outcomes demonstrated that ecological worries altogether affect mentality, saw social control and buy goal for green items, however emotional standard. In addition, ecological information significantly affected the buy expectation for green items. All things being equal, it had a particular circuitous impact through demeanor towards buying green items, emotional standard and saw social control. The discoveries from this study add to working on the comprehension of expectation to buy green items, which could assume a significant part towards maintainable utilization.

Dr. N. Mahesh, Dr. R. Ganapathi (2012) examined on "Influence of Consumers’ Socio-Economic Characteristics and Attitude on Purchase Intention of green products" researching the impact of shoppers' financial attributes and mentality on aim to buy green items among the customers in Chennai. The Theory of Planned Behavior is utilized in this review to examine the buyers mentality and aim to buy green items. This study shows that the aim of buyers to buy green not entirely settled by having an uplifting outlook, abstract standards (green development) and saw conduct control (green food varieties are worried about the climate and sanitation). Moreover, the discoveries of this study demonstrate that outer factors, for example, instructive capability and month to month pay


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are critical financial determinants of customers' expectation to buy green items. Customers who have a higher month to month pay and instructive capability are bound to be worried about the climate and in this manner will generally buy green items.

Yuadong Su, Asadullah Khaskheli, Syed Ali Raza, Sara Qamar (2022) in their article "How Health Consciousness & Social Consciousness Affect Young Consumers Purchase Intention towards Organic Foods" displayed precursors influencing youthful buyers' buying goal of natural food varieties in an emerging country (Pakistan) setting using Theory of Planned Behavior. For this reason, hypothetical system including attributes of an item, worries of shoppers, and cognizance were proposed. Discoveries show that attributes of items and worries of customers essentially influence youthful purchasers' wellbeing and social cognizance. Be that as it may, such wellbeing and social awareness impact mentality youthful purchasers. In addition, discoveries additionally show that demeanor is decidedly connected with youthful customers' buy recurrence towards natural food varieties. Results likewise endorse balance of ecological mindfulness among mentality and natural food buying aim.

Mei-Fang Chen(2007) in the article " Consumer attitudes and purchase intentions in relation to organic foods in Taiwan: Moderating effects of food-related personality traits" intends to comprehend what thought processes decide the customer's demeanor to natural food sources in Taiwan, which thusly impact the ensuing buy aims. Directed relapse examination (MRA) is utilized to learn the character qualities of food neophobia and food association independently in the social goals model. The outcomes justify the utilization of Ajzen's Theory of Planned Behavior (TPB) in making sense of the purchaser's natural food varieties decision conduct. Also, the discoveries recommend that the food-related character attributes of food neophobia and food inclusion apply directing consequences for the connections between a portion of the food decision intentions and the customer's mentality to natural food varieties. Notwithstanding, just food inclusion applies directing impacts on the connections between the purchaser's expectations to buy natural food sources and the predecessors of the TPB with the exception of the abstract standard for this situation. In view of the observational outcomes and discoveries, a few ideas are given to the organizations concerned in order to work with

this natural area's on-going extension in Taiwan's food industry.

R Yadav, Govind Swaroop Pathak (2016) in their article "Young consumer’s intention towards buying green products in a developing: Extending the theory of planned behaviour" endeavors to figure out the youthful customers' aim toward purchasing green items in a non-industrial country; India. The review has utilized the Theory of Planned Behavior (TPB) as its hypothetical structure and further endeavored to expand the TPB by integrating extra builds (natural concern and ecological information) in it. Information was gathered utilizing self-controlled poll study and broke down with the assistance of underlying condition displaying (SEM). The tracking down detailed the helpfulness of TPB in anticipating youthful buyers' expectation towards buying green items. The outcome likewise upheld the pertinence of remembering extra builds for TPB, as it has worked on the prescient utility of the proposed model (from 27.1% to 37.7%). Toward the end, the ramifications for strategy producers and degree for additional examination have been talked about.

Objectives of the Study

1. To evaluate the development of businesses towards sustainable products.

2. To analyze the growth of eco-friendly processes of production.

3. To study the factors affecting the purchase intention of consumers towards green products.

Research Methodology

Sample and data collection: Data was obtained via the questionnaire method. Responses were gathered through Google forms filled out by the consumers. The form created could be finished in roughly 5-10 min. From the illustrative measurements displayed in Table 1, more were females (55%) and respondents aged 22 years (19%).

mas_10_01.JPG


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mas_10_02.JPG

Sample size: This study is based on the responses of 100 respondents.

Tools used: Findings obtained via online Google form and has been analyzed using Excel software.

Secondary data: Articles, reports and web content are used.

INSTRUCTION ITEMS MEAN STANDARD DEVIATION
ATTITUDE TO BUY GREEN ITEMS 4.39 0.0703
ATT1 4.45 0.6571
ATT2 4.42 0.7678
ATT3 4.31 0.7875
SUBJECTIVE NORM 3.88 0.0651
SN1 3.95 0.9783
SN2 3.76 1.0742
SN3 3.92 0.9501
PERCEIVED BEHAVIOURAL CONTROL 4.09   0.0280
PBC1 4.1 0.9156
PBC2 4.27 0.8629
PBC3 4.08 0.8953
PBC4 3.9 0.9266
ECOLOGICAL CONCERN 4.34 0.0776
EC1 4.34 0.7813
EC2 4.26 0.9279
EC3 4.4 0.8989
EC4 4.34 0.8671
ECOLOGICAL KNOWLEDGE 4.12   0.1215
EK1 3.99 1.0683
EK2 4.17 0.8415
EK3 4.21 0.8796
PURCHASE INTENTION 4.18 0.0612
PI1 4.24 0.8302
PI2 4.14 0.9103
PI3 4.16 0.9505

Measures: Estimation items displayed in table considered for each variable utilized in this study were either chosen or adjusted from past studies. Six variables were utilized. First, attitude towards green items were estimated on three things.

Second, three things were utilized to quantify the subjective norm. Third, perceived behavioural control was estimated on four things. Fourth, ecological concern was estimated by four different items. Fifth, ecological knowledge was estimated involving three items. Finally, purchase intention for green products was estimated utilizing three things. The survey utilized the 5-point likert scale going from 1 (strongly disagree) to 5(strongly agree). This scale requests that respondents show the amount how much they strongly disagree or strongly agree with a subject of clarifications on a particular subject. Measurements includes the mean of attitude, PBC, norms, ecological concern, knowledge and buying behaviour for green items were very high and somewhat ideal. The mean of s norm was low when contrasted with other items at 3.88 on the grounds that green items are as yet not normal in India.

Instrument for Analysis

Data analysis was directed involving Excel, to accomplish the reason and to test hypothesis of this paper. Microsoft Excel was utilized for the correlation and multiple regression analysis to interpret results.

The evolution of the structure is depicted in the diagram below. Overall, five assumptions are derived from six factors: attitude toward purchasing green things, relevant norms, PBC, concern, knowledge, and buying behavior to get green items.

mas_10_03.JPG

H1: Positive attitude toward green products and a desire to buy them have a considerable link.

H2: Subjective norm and purchasing intention have a considerable link.

H3: PBC and purchasing intent have a considerable link.

H4: Environmental concern and buying intent have a considerable link.

H5: Ecological knowledge and buying intent have a considerable link.


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Findings: Table 1 reveals that attitudes toward buying green items, subjective norm, perceived behavioral control, ecological concern, and ecological knowledge account for 71.2 percent of the change in purchase intention. In the model below, the structure and coefficients revealed that there were favorable effects among the consumers. There can be seen no significant link between positive attitude to get green products and purchase intention for green products (H1:β =0.065,t=0.758,p>0.05) indicated that H1 was not supported. According to H2, there was no significant relationship between SN and buying behavior for green products had significant positive link (H2:β=0.021,t=0.316,p>0.05).Thus, assumption 2 was not accepted. The effect of PBC (H3: β =0.235,t=2.704,p<0.05) had strong link on buying behave for green products, supporting H3.Ecological concern had no link on buying behaviour for green things(H4: β =0.128,t=1.268,p>0.05), not supporting H4.Eco knowledge showed positive link on purchase intention (H5: β=0.518,t=6.250,p<0.05).

mas_10_04.JPG

SUMMARY OUTPUT
Multiple R 0.8441256 81
R Square 0.7125481 65
Adjusted R Square 0.6972581 73
Standard Error 0.4214846 52
Observations 100
ANOVA
df SS MS F F significane
F Regression 5 41.3942980 5 8.27885961 46.602261 15 5.48073E -24
Residual 94 16.6990352 8 0.17764931 2
Total 99 58.0933333 3

                 

Coefficients Standard Error t Stat P-value Lower 95% Upper 95% Lower 95.0% Upper 95.0%
Intercept 0.15608454 3 0.319337559 0.488776026 0.62613870 6 - 0.47796765 1 0.7901367 38 - 0.4779676 51 0.7901367 38
ATTITUDE 0.06523397 5 0.086049644 0.758096979 0.45028939 2 - 0.10561960 7 0.2360875 58 - 0.1056196 07 0.2360875 58
SUBJECTIVE NORM 0.02150232 8 0.067938618 0.316496396 0.75232753 5 - 0.11339138 8 0.1563960 44 - 0.1133913 88 0.1563960 44
PERCEIVED BEHAVIOUR CONTROL 0.23504215 8 0.086906818 2.704530697 0.00812042 5 0.06248663 7 0.4075976 78 0.0624866 37 0.4075976 78
ECOLOGICAL CONCERN 0.12835548 3 0.101159427 1.268843509 0.20762989 7 - 0.07249892 7 0.3292098 93 - 0.0724989 27 0.3292098 93
ECOLOGICAL KNOWLEDGE 0.51822336 2 0.082908039 6.250580407 1.18941E- 08 0.35360751 2 0.6828392 13 0.3536075 12 0.6828392 13

 

  ATT SN PBC EC EK PI
ATT 1          
SN 0.533946 1        
PBC 0.513622 0.589473 1      
EC 0.549025 0.444585 0.690867 1    
EK 0.437888 0.601009 0.575957 0.69575 1  
PI 0.490284 0.570062 0.669055 0.698245 0.798219 1

Conclusion

The study's conclusion clearly examined the TPB model's system to see if there is a link between the attitude to buy green things, SN, PBC, ecological motive, and customers' purchase intentions for green items. Perceived The most significant effect on buying behavior was behavioral control, although ecological knowledge also showed a strong link with buying behaviour for green commodities. The TPB model and its metrics were found to be appropriate for the study in general. Perceived behavioural control and ecological knowledge, according to the study, had a beneficial impact on purchase intention. Based on the findings, it has been concluded that there are more female consumers aged 22 years who have begun to change their mindset and begin to purchase eco-friendly products, thereby motivating businesses to adopt green and sustainable practises in the production, packaging, and sales of their products, thereby assisting India in becoming a sustainable


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place, as well as selling more green products that are non-toxic, consume less energy, produce less waste, and incorporating more green products that are non-toxic, consume less energy, and result in less waste. According to historical data, India is home to 17.7% of the world's population. It is past time for us to change our purchasing habits to be more environmentally friendly. There is need to develop marketing green ideas more intensively to make people more aware about environmental issues.

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