A study of Green Behaviour on Indian youth

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Abstract:

Environmental problem is a critical treat to humanity. Many developed countries have already

taken actions to prevent this problem. India is still in its nascent stage of developing green and

sustainable marketing strategies. In India majority population is young and any behavioral

change among them can create a huge turnaround for any company. This study throws light on

green marketing and its impact on youth. The research is conducted with probing questions on

environmental awareness, knowledge, perception of consumers towards green marketing and

perceived barriers faced by consumers in adopting green marketing.

Key words: Green marketing, Youth, Eco-friendly, Indian youth

Introduction:

Industries around the world have started the green initiative to counter ill effects of business

processes particularly transformation and consumption of products on natural environment and

its inhabitants. Today citizens and policy makers across the world are focused on issues such as

terrorism and economic meltdown. But at the same time environmental issues also remain high

on list of concern.

Green marketing research has come a long way. Consumers from the developed countries

including USA and Western Europe were found to be more conscious about the environment

(Curlo, 1999). Research in the last decade (Lee, 2008 2009, Rahbar and Wahid, 2011, D Souza

2004) has indicated those consumers are aware and are willing to pay more to "go green". Green

marketing came into prominence in the late 1980s and early 1990s; it was first discussed much

earlier. The American Marketing Association (AMA) held the first workshop on "Ecological

Marketing" in 1975. The proceedings of this workshop resulted in one of the first books on green

marketing entitled "Ecological Marketing".

According to Polonsky (1994) green or environmental marketing consists of all activities,

designed to generate and facilitate any exchange intended to satisfy human needs and wants,

such that the satisfaction of these needs and wants occur with minimum detrimental impact on

the natural environment.

A study of green behavior on Indian youth

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Reason for the study:

The objective of this research is to understand the awareness of green marketing among youth,

the perception and attitude they carry and its impact of buying behavior. For the environmental

problems faced, green marketing can be looked as one of the solution. Youth was considered

because they form the youngest population profile in different segments and locations that

influence the nation’s economic growth to a very large extent in India. Youth generally refers to

a time of life that is neither childhood nor adulthood, but rather somewhere in between. Youth

also identifies a particular mind set of attitude as “he is very youthful”.

Table: 1

Total Population 4,61,160

Dombivli City Percentage Population

0-6 age group 9 % 41,504

7-17 age group 20 % 92,232

18-28 age group 30 % 1,38,348

29 – 40 age group 25 % 1,15,290

41- above 16 % 73,785 Reference: http://www.census2011.co.in/census/city/369-kalyan-and-dombivali.html

The above table clearly shows that youth which falls under the age group of 18-28 has the

maximum contribution towards Dombivli’s population. Youth has emerged as a distinct and

powerful socio-demographic group in India. They represent India’s asset, strength, vitality, vigor

and are hope for the future of the nation. There is limited research which has examined the

impact of green marketing on consumers from emerging economies like India (Bhattacharya,

2011; Prakash, 2002).

Methodology:

The study uses a quantitative methodology to investigate the respondent’s behavior towards

green marketing. The data collection was done using structured questionnaire approach in which

close ended questions were asked from the respondents. Structured five point balanced Likert

scale (Rensis Likert 1932) was used for measuring consumer awareness, perception, attitude

towards green marketing and their decision of buying products. For the study 40 respondents

were chosen from Dombivli town Thane district Mumbai. The respondents were identified on a

convenience sample basis and were contacted in advance for scheduling the questionnaire.

http://www.census2011.co.in/census/city/369-kalyan-and-dombivali.html


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Objective of the study are:

1. To study the awareness of green marketing among the youths.

2. To study youth perception and attitude towards green campaigns.

3. To study the effect of green marketing on youths in their decision of buying products.

Factors/Variables considered for the study

Table: 2

Objectives Factors/Variables

To study the awareness of green marketing among

youth.

*Human paradigm on environment

Awareness on green marketing

To study youth perception and attitude towards

green campaign of companies

Perception towards green marketing

Attitude towards green marketing

To study the effect of green marketing on youths in

their decision of buying products

Buying behavior towards green

marketing

Buying Influencing factor towards

green marketing

Reason to purchase a green product

Reason to pay more

*Human Paradigm: To measure respondent’s general environmental beliefs

The below table indicates respondents demographic section which was captured from the

questionnaire.

Table: 3 Age Gender Qualification

18-25 39 Male Female Graduate 22

25-30 1 16 24 Post Graduate 18

30 and above 0

Monthly Income

10,000-15,000 12

15,000-30,000 9

30,000-50,000 13

50,000 and above 6


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Findings of the research:

Table: 4 Human Paradigm N Mean

There is lot of news around environment protection 40 3.57

An individual person can make certain differences in environmental problems 40 3.60

Humans have a right to modify natural environment to suit their needs 40 2.75

Being environment friendly is important 40 4.35

Companies are marketing their products as environmentally safe products 40 3.22

The average mean of the respondents is 3.50 which is above average, that is everyone is well

aware about environmental problems in world. Moreover everyone believes that it is important to

be environmental friendly. Also majority of them does not believes in modifying and damaging

the environment for their needs.

Table: 5 Awareness on Green Marketing N Mean

I believe in the concept of green marketing 40 3.57

Green marketing is an old concept 40 2.80

Everyone (all human beings) is responsible for successful green marketing 40 3.98

Government should take initiative in making companies to go green 40 4.05

Though majority of respondents are aware of the concept of eco-friendliness and recycling, still

45% have not heard of green marketing, but believing on the concept by the respondents makes

companies to build green marketing strategies. Also majority of them believes, that each and

every individuals along with government is responsible for successful green marketing

Table: 6 Perception towards Green Marketing N Mean

Eco-friendly products are good for the environment 40 4.02

Eco-friendly products are healthy 40 3.72

Eco-friendly products have a good quality/performance 40 3.67

Eco-friendly products have a good taste and/or good smell 40 3.15

Since 92% of respondents are aware of eco-friendly products they believe that it’s good to be

environment friendly.

Perception towards Green Marketing N Mean

Because there is serious environmental problem 40 3.65

Because consumers are aware of green products 40 3.25

Because companies are increasing its competitive edge 40 3.32

Because companies are attempting to address the new concern 40 3.33


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Perception towards Green Marketing N Mean

I am interested to know more about green marketing 40 4.05

Next time whenever I come across any green communications/claims on a product I

will read it. 40 3.90

Media has a great influence in trying any green product 40 3.62

More companies should focus on ecofriendly products 40 3.77

Education about green marketing is less 40 3.72

All respondents carry a positive perception towards green marketing and are ready to know more

about green marketing.

Table: 7

Attitude towards Green Marketing N Mean

Green marketing is more effective than regular marketing 40 3.42

A green product is easily identified while purchasing 40 3.15

I believe in the green claims made by the companies for their products 40 2.73

A green feature of a product is very easily identified on the product 40 3.12

Though majority of the respondents believed that green marketing is more effective than regular

marketing, but still they don’t believe on the green claims made by the companies. Also the green feature

on a product has to be more visibility to attract consumers.

Table: 8

Buying Behavior towards Green Marketing N Mean

No toxic materials are used 40 3.30

Environmentally safe to use 40 3.75

Products made or packed of recycled materials 40 3.47

I feel good about buying brands which are less damaging to the environment 40 3.70

There is enough information about green features while buying any product 40 3.00

I plan to buy green products in the future 40 3.82

Environmental safe to use was the most rated feature which majority respondents considered while

buying any green product, which was clearly visible that they felt good about buying brands which are

less damaging to the environment. Also everyone was ready to buy the green product if offered.

Table: 9

Buying Influencing Factor towards Green Marketing N Mean

Product 40 3.30

Package 40 3.40

Promotion 40 3.38

Reference from friends/family members etc. 40 3.70

Past experience 40 3.90

Past experience and reference from family member/friends was rated has the post influencing factor in

buying any green product.


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Table: 10

Reason to purchase a Green Product N Mean

I want to preserve the environment 40 3.82

I just like eco friendly products 40 3.65

I feel trendy/fashionable when I purchase eco-friendly products 40 3.28

I purchase eco-friendly products on unplanned decision 40 3.32

Was satisfied with most of eco-friendly products I bought 40 3.75

Since all were environmental concise (Table: 8) the reason to purchase any green product was to preserve

the environment in the long run. Very few felt trendy/fashionable while purchasing any green product,

which show the maturity among the respondents.

Table: 11

Reason to pay more N Mean

Enchases a quality of life 40 3.52

Environment protection responsibility 40 3.92

Potential increase of product value 40 3.60

More safe to use 40 4.10

52% of the respondents are ready to pay 50% extra for a green product which is safe to use in

long run. Respondents were ready to pay more for safe to use and for the environment protection

Discussion

Youth of today is evolving and are exposed to huge information. Undoubtedly there is

environmental awareness among the respondents, so are eco-friendly products. But still lack

consumer education about green product and it features. Green marketing provides an

opportunity to companies to increase their market-share by introducing new eco-friendly

products to have a competitive advantage. According to the study respondents believe that

government and environmental authorities should come forward and encourage companies to go

green. Also youth are ready to accept green marketing and ready to pay attention and read

whenever they come across any information. This show an indication that the market is mature

and ready to accept new and innovative product which is less harmful to nature.

Majority of the respondents believed that green marketing is more effective than regular

marketing. Apparently any green claims on the product are not visible, which gives opportunity

for product packing. Since the respondents are environmental conscious, they felt good about

buying brands which are less damaging to the environment or environmental safe to use. Since green

product and green marketing is in its infant stage respondents believed with friends/family as

recommendation for any green product. Majority respondents were ready to pay more, for they

wanted to preserve the environment, of which 52% were ready to pay 50% extra for any green

product. This denotes that market is accepting to the fact that a green product is costly than

normal one. This can gives opportunities to companies to bring in innovation and technology for

a green and sustainable product.


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References:

Journals-

“Green Marketing and Its Impact on Consumer Buying Behavior” by Prof. Aysel Boztepe

(Faith university) published in European Journal of Economic and Political Studies ejeps- 5 (1),

2012

“Youth and Consumer Behavior- A study among the college students in Thrissur district” by

Prof. Manjima M.V.(Research scholar, Dept. of Sociology, St. Teresa’s college Ernakulam)

published in cognitive discourses international multidisciplinary journal ISSN 2321-1075

Volume -1, Issue -1, July 2013.

“Green Marketing: A Study on Indian Youth” by Aditya Maheshwari, student – PGDM, Institute

of Management Technology, (IMT) Ghaziabad, India and Dr. Gunjan Malhotra, Asst Prof,

Institute of Management Technology, (IMT) Ghaziabad published in International Journal of

Management and Strategy journal ISSN: 2231-0703 Vol. No.II, Issue-3, July-Dec 2011.

“Awareness of Green Marketing and its Influence on Buying Behavior of Consumer: Special

Reference to Madhya Pradesh, India”, Dr. Shruti P Maheshwari Assistant Professor, Shri

Vaishnav Institute of Management, Indore, MP published in AIMA Journal of Management &

Research ISSN 0974 – 497 February 2014, Volume 8 Issue1/4.

Books-

“Green Marketing- Theory, Practice and Strategies” by Robert Dahlstorm

“Research Methodology in Commerce” by Michael Vaz, G.K. Kalkoti and Madhu Nair

Internet-

http://en.wikipedia.org/wiki/Green_marketing


www.hindustantimes.com

http://en.wikipedia.org/wiki/Green_marketing


http://www.hindustantimes.com/

A study of Green Behaviour on Indian youth

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