QRE_Green Con B Rev3

7/31/2019 QRE_Green Con B Rev3

1/9

Green Purchase Behavior

MDP: To increase the consumption of Green Product among premiere B-school students

MRP:1. To identify the antecedents of attitudes towards green products2. To identify what are the reasons for purchasing green products and for not purcha

green products3. To identify the impact of demographic and personality profile of who purchase g

products and who do not purchase green products

4. To identify choice criteria for green products [category wise]5. To identify evaluation criteria for green products [category wise]

Objectives:

1. To understand choice criteria for various categories of Green products

2. To understand the factors that keep consumers away from purchasing green prod

across categories.

3. To understand the effect of consumer's socio-demographic & personality profile

preference of different categories of green products.

4. To understand the effect of environmental concerns, external norms and internal norm

preference for different categories of green products

5. To understand the influence of environmental concerns, external norms and internal no

on user and non-users of green products

6. To understand the effect of environmental concerns, external norms and internal norm

overall purchase intention of Green products

Target Sample

Premier B-school students

1


2/9

Screening questions:

Hypotheses table

S.N

o

Research Objective Hypotheses Data analysis

plan

Question

1 To understand choice

criteria for various

categories of Green

products

H1:- Health benefit is

the major motivation

for organic food,

Green fabrics and

cosmetics.

H2:- Long Run

economical benefit is

the most important

factor for adoption of

Green Electrical

goods and Green fuel

such as CNG.

H3:- Environmental

concern is the most

important reason forpurchasing Green

automobiles ad

Green Packaging

material.

Discriminant

analysis

Q3, Q5.

2 To understand the factors

that keep consumers away

from purchasing green

products across

categories.

H1:- High price, not

many options and

uneasy availability of

Green products are

the most importantreasons to deter

across all categories.

H2:- Green

automobiles and

furnishings are

perceived to have

inferior performance.

H3:- Lack of trust on

Green consumer

durables to deliver

what they promise is

main reason for them

not been purchased.

Corresponde

nce analysis

Q6.

3 To understand the effect of

consumer's socio-

demographic & personality

profile on preference of

H1:- People in higher

SEC segments are

more likely to

purchase green

Cross-Tab Demograp

hic

information

and Q3.

2


3/9

different categories of

green products

automobiles, Health

and Beauty,

furnishings.

H2:- Females are

more likely to

purchase Green

Food, fabric and

cosmetics.4 To understand the effect of

environmental concerns,

external norms and

internal norms on

preference for different

categories of green

products

H1:- Environmental

concern is most

important in

predicting users in

Green automobiles,

packaging material.

H2:- Internal norms

are most important in

purchase users for

Green cosmetics and

Green fabric.

H3:- External normsare most important in

the purchase of

Green food, Green

consumers durables

and green cleaning

products.

Discriminant

analysis

Q3,

Q7,Q11

5 To understand the

influence of environmental

concerns, external norms

and internal norms on userand non-users of green

products

H1:- External norms

are most important in

differentiating

between users andnon-user of Green

products.

H2:- Consumer

belonging to Higher

SEC, is more likely to

use Green product,

Logistic

Regression

Q1, Q2,

Q7

6 To understand the effect of

environmental concerns,

external norms and

internal norms on overall

purchase intention ofGreen products

H1:- Environmental

concerns most

strongly predict the

purchase intention

for Green Products

Regression Q11, Q10,

Q7

7 To understand the effect

of PCE and attitude on

purchase intention

H1:- Attitude

towards Green

products mediate the

relation between

Environmental

SEM Q11,Q10,Q

9,Q8,Q7

3


4/9

concern, external

norms and internal

norms

H2:- PCE moderates

relation between

attitude and

purchase intention

Questionnaire:

Name: - .. Age..GendersEducation. [For Chief Wage Earner of the family]Occupation.. [For Chief Wage Earner of the family]Avg. family income/mnth

1. Have you purchased any Green Product [Environment Friendly] in last 6 months?

a) YES

b) NO

2. Are you planning to purchase any Green Product [Environment Friendly] in next 6 mont

a) YES

b) NO

3. In which category you purchased or intend to purchase Green product. Please tick.

StatementsYour response

Paper & Cleaning ProductsFood & Related ProductsHealth and BeautyConsumer Durables/ Electronics/Office SuppliesFurnishings/ PaintsAutomobilesApparelsAny Other

4


5/9

4. Please rate the preference for the following category of Green product.

Statements

Definitely NotPrefer

Somewhat NotPrefer

Cant SaySomewhat

PreferDefinitel

Prefer.

Paper & Cleaning ProductsFood & Related ProductsHealth and BeautyConsumer Durables/ Electronics/Office

SuppliesFurnishings/ PaintsAutomobilesApparelsAny Other

5. Please rate the IMPORTANCE following THE REASONS to BUYING GREEN PRODUCT

Statements LeastImportant

SomewhatUnimportant

Neutral

SomewhatImportant

MostImportant

Economical in Long

run

Better Quality

Safer for

environment

Healthier for

Humans

Its a latest trend

I just wanted to try it

Any other

6. Please TICK the reasonthat according to you isTHEMAIN REASON OF NOT BUYING GR

PRODUCTSfor following Product Categories

5


6/9

StatementsPaper &

Cleaning

Products

Food &

Related

Products

Healt

h and

Beaut

y

Consumer

Durables/

Electronic

s/Office

Supplies

Furnishin

gs/Paints

Automobil

es

Appar

elAny

oth

s

Green products are Tooexpensive

I dont trust Brands thatoffer Green products

Green products are Noteasily available

Green products do notdeliver on promise

Green concept is just atrend that will wear awaywith timeGreen products have poorperformanceNot many options available

Any other

7. Please fill the cells according to the level of Influence of following statements ON YOUR CHOI

FOR BUYING GREEN PRODUCTS IN VARIOUS CATEGORIES mentioned.

Statements

Absolute

ly noInfluenc

e

Somewh

atnoInfluence

cant

say

Some

Influence

Very Strong

Influence

My own Concern For environment

Family

Friends

Colleagues

Media

Expert Reviews

Social Campaigns

Ads of Green Products

Pro-environment Govt. Policies

Pro-environmental Blogs, online videosetc.Any other

8. Please tick the option, according to the level of agreement or disagreement with followi

statements.

6


7/9

[Should we ask this Qs in general for GP or for specific categories mentioned by

respondents above]

Statements [attitude towards Green product]

Definitely

Agree

Somewhat Agree

NeitherAgreenor

Disagree

Somewhat

Disagree

Definly

Disage

The Green Product makes it easy for me to protectenvironment

I would like to purchase Green products again andagainI feel satisfied by the performance of Green product

I feel comfortable in using Green product

I feel Green product is worth its price tag

Compared to the conventional product in samecategory, I would rate the green product better.

9. Please tick the option, according to the level of agreement or disagreement with followistatements.

Statements [Perceived Consumer Effectiveness]

Definitely

Agree

Somewhat Agree

NeitherAgreenor

Disagree

Somewhat

Disagree

Definly

Disage

There is not much that any one individual can doabout the environment.

The conservation efforts of one person are useless aslong as other people refuse to conserve.

10.Please tick the option, according to the level of agreement or disagreement with followistatements.

Statements [Intention to purchase]

Definitely

Agree

Somewhat Agree

NeitherAgreenor

Disagre

e

Somewhat

Disagree

Definly

Disage

I would like to buy Green products in all most allcategories in future

I am willing to pay little extra for Green products inthe interest of protecting the environment

I would strongly recommend others to use GreenProduct

7


8/9

11.Please tick the option, according to the level of agreement or disagreement with followi

statements.

Statements

Definitely

Agree

Somewhat Agree

NeitherAgreenor

Disagree

Somewhat

Disagree

Definly

Disage

I believe that we must live in harmony withnature in order to survive.I believe the balance of nature is very delicateand we should respect thatI believe there is a lot that individuals can do toimprove theenvironmentI believe that environmental information onproduct label isImportantWhenever possible, I buy products which Iconsiderenvironmentally safe

I would pay more for environmentally friendlyproducts

12.How would you describe yourself on the following? Please tick the option that describesclosely.

3 2 1 0 1 2 3Quiet Talkative

Tolerant CriticalDisorganized Organized

Tense CalmImaginative ConventionalReserved Outgoing

Uncooperative CooperativeUnreliable DependableInsecure SecureNew FamiliarSociable LonerSuspicious TrustingUndirected Goal OrientedEnthusiastic DepressedChange Status Quo

-----------------------------------THANKS-------------------------------------

See measure for SEC what is the basis in ur case [it the Education and Occupation of chief

wage earner of the family] (http://www.slideshare.net/murlimohanrao/socio-economic-

classification-system-in-india) and Income [MHI] as well

8
http://www.slideshare.net/murlimohanrao/socio-economic-classification-system-in-indiahttp://www.slideshare.net/murlimohanrao/socio-economic-classification-system-in-indiahttp://www.slideshare.net/murlimohanrao/socio-economic-classification-system-in-indiahttp://www.slideshare.net/murlimohanrao/socio-economic-classification-system-in-india


9/9

Source :- PCE scale [Ida E. Berger and Ruth M., 1992, Perceived Consumer Effectiveness and F

in Others as Moderators osf EnvironmentallyResponsible CorbinSource: Journal of Public Policy

Marketing, Vol. 11, No. 2]

Doubt: -How to formulate hypothesis on personality types

9

QRE_Green Con B Rev3

Documents

Transcript of QRE_Green Con B Rev3