Student

Family and Community Resource Management

The Maharaja Sayajirao University of Baroda,

 Vadodara, Gujrat, India 

Temporary Assistant Professor

Family and Community Resource Management

The Maharaja Sayajirao University of Baroda,

Vadodara, Gujrat, India

Professor

Family and Community Resource Management

The Maharaja Sayajirao University of Baroda,

Vadodara, Gujrat, India

Abstract 

The current environmental situation and its effect on climate change has led many people to become aware about their responsibilities towards the environment. Therefore, in response to this, people have started promoting Green Consumerism. It is a state where consumers demand products and services that had undergone eco-friendly production process or that can be recycled, hence not damaging the planet’s resources. Green consumerism promotes sustainability and willingness to promote sustainability motivates consumer to look for more information while purchasing products. A study was undertaken to know the Motivating Factors while buying Green Products among consumers living in Delhi NCR. The research design for the present study was descriptive in nature. The data was collected from 120 respondents (60 male and 60 female) who purchased Green Products in the span of last 6 months, using purposive sampling technique. Online questionnaire was used as a tool for data collection. The findings revealed that mean age of the respondents was 29.03 years. Large number of respondents were married (63.30 %). The large number of respondents had monthly personal income of below ₹ 50,000 (54.16 %). The findings of the study revealed that majority (86.60 %) of the respondents were motivated to buy green food products because of their high nutrient content. While buying green body care products it was found that the three-fourth (75 %) of the respondents were motivated by their personal interest to experiment with newly launched green body care products and by the reviews available on the online websites. And while buying green clothing it was found that three-fourth (75.83 %) of the respondents were motivated by the comfort provided by the green clothing. The data was analyzed by applying descriptive statistics (frequencies, percentages, means and standard deviations) as well as relational statistics (Analysis of Variance (ANOVA) and t-test).

Keywords: Green Consumerism, Motivating Factors, Delhi NCR, Consumers

Introduction

Consumerism is viewed and understood as an economy focusing on the idea of consumption of steady supply by the inhabitants of a particular country. It is defined as a force driven by the society to protect the interest of the consumers in the first place by forming consumer pressure on business. Consumerism is a belief that to a very large extent wellbeing and happiness depends on the level of personal consumption, especially on the purchase of material goods. Consumer Behavior is the study of the process involved in selecting, purchasing, using or disposing of products, services, ideas or experiences by individuals, groups and organizations to meet their needs and desires. (Solomon, 2006). While involved in buying process a consumer’s final decision is influenced by many internal and external factors. These factors include psychological factors (Motivation, Perception, Knowledge & Attitude etc.), Personal factors (Age, Gender, Occupation, Income etc.), Social factors (Family, Community, Religion, Social roles and prestige etc.) & Cultural factors (Social Class, Cultural Norms, Subculture). 

Green Consumerism refers to the state where consumers demand products and services that had undergone eco-friendly production process or that can be recycled, therefore not damaging the planet’s resources. Green Consumerism demands the utilization of goods and services that are produced and promoted based on their pro-environment benefits. Its aim is to encourage people to keep themselves aware about the production process and to buy and utilize only those products and services that do not cause harm to the environment. Large group of people are paying more attention towards the healthier lifestyle. This has resulted in the incorporating Green Products in their lifestyle and becoming closer to the environment, irrespective of their demographic profile (age, educational qualification, occupation, region) Consumers are imbibing fitness in their lifestyle. They have started adopting green behavior as an attitude adjoining themselves to nature for their well-being. 

Motives are the force that drives a person for achieving a goal and satisfy their desires. A consumer’s actions are defined set of motives and not just one. Maslow’s theory of Hierarchy of needs explains the concept of motivation that focusses on the unfulfilled needs which determines the level of hierarchy the consumers are at. In order to find out what motivates their purchase, following can be the unfulfilled needs of the consumer- Physiological, Safety, Love and Belonging, Esteem and Self-Actualization. According to this theory, when the one need is fulfilled, the consumer is motivated to fulfil the other need in the hierarchy. 

With growing markets and increasing consumer volumes, the production as well as consumption patterns are degrading the environment drastically. Green consumerism is about shopping products originating from environment and social friendly sources that can promote socially progressive changes and generate more sustainable system. The practice of Green Consumerism is a holistic and responsible process of management that satisfy and anticipate the needs of the consumers without endangering the health of the human as well as the environment. Thus, it is the need of the hour to use green products only which doesn’t affect the environment and the conspicuous consumption pattern is one of the ways to practice control. Consumers these days are more inclined towards using green products and they responsed positively to an eco-friendly label. Eco-consciousness has become so ingrained in our culture, that everyone is willing to Go Green. But apart from this there are many more factors that influence the choice of consumer of buying green products. This study on Green Consumers can act as influencer in buying Green Product among their family, friend and colleagues. So, there are various factors like their education level, knowledge of the product, their experience, social background, family perception, ethical beliefs and attitude of the person that influences the choice pattern of the consumers. Keeping these factors in mind the present research aims to study the Motivating Factors while buying Green Products among consumers living in Delhi NCR.

Methodology

The research design for the present investigation was descriptive in nature. The locale selected for the present study was Delhi NCR, India. Three categories of Green Products were selected which were Green Body Care Products, Green Food Products and Green Clothing. Hence, the Unit of enquiry were the consumers of Delhi NCR, who purchased Green Products under these three categories in last six months. Sample size was 120 (60 male and 60 females) which were selected using purposive sampling. An informed consent was taken from the respondents, data was collected from those respondents who agreed to participate in the present investigation. Data was collected using questionnaire as a tool and Google survey form as online tool for data collection. The questionnaire contained 3 sections in which contained questions and statements regarding demographic information, frequency of purchasing green products, amount spent in buying green products and factors motivating to purchase green products. The first section collected background information about the respondents. Second section enquired about general information regarding frequency of purchase, preference of shopping and amount spent while buying green products in the span of last six months. The third section contained statements about various motivating factors that motivated the respondents to buy Green Products. The questionnaire was given to the experts in the field of consumer studies for content validation. Reliability of the tool was computed using average inter-item correlation method and the questionnaire was found to be reliable. 

Findings & Discussion

Background Information

The age range of the respondents fall between 19 to 50 years where mean age of the respondent was 29.03 years. The findings revealed that slightly less than two third (63.30 %) of the respondents were married and slightly more than one third (36.70 %) of the respondents were unmarried. 58.30 % of the respondents were graduate and 35.80 % of the respondents were post graduate.

General Information related to Preferences, Frequency and the Amount spent while buying Green Products

This information was collected with regards to three different categories of product (Green Food Product, Green Body Care Products and Green Clothing) on amount spent on Green Products in the last six months, frequency of purchasing Green Products & preference of purchasing products online and offline. 

Frequency of buying Green Products in the span of last 6 months

1. Green Food Products: The data in Table revealed that slightly more than one- fourth (27.50 per cent) of the respondents purchased green food products just once and 1-2 times in the span of last 6 months, more than one-tenth (13.30 percent) of the respondents purchased more than thrice and little less than one-third (31.60 per cent) didn’t purchase green food products during last 6 months.

2. Green Body care Products: The data in Table 12 and Fig 15 revealed that less than one-fourth (21.60 per cent) of the respondents purchased body care products just once, little more than one-third (35.00 per cent) of the respondents purchased 1-2 times, more than one-fourth (28.30 per cent) of the respondents purchased more than thrice while more than one-tenth (15.00 per cent) of the respondents did not purchase green body care products during last 6 months. 

3. Green Clothing: The data in Table 12 and Fig 15 elicited that more than one- tenth (15.00 per cent) of the respondents purchased green clothes just once in the span of last 6 months, little more than one third (35.00 per cent) of the respondents purchased 1-2 times, more than one-third (39.16 per cent) of the respondents purchased more than thrice while only one-tenth (10.83 per cent) of the respondents did not purchase green clothing during last 6 months. 

Amount Spent by the respondents during last 6 months in buying Green Products:

1. Green Food Products: The data in Table 13 and Fig 16 revealed that more than one-third (37.50 per cent) of the respondents had spent less than ₹1, 000 and between ₹1, 001- ₹5,000 on Green food products in the span of last 6 months, only 5.83 per cent of the respondents had spent between ₹5,001- ₹10,000 while only 4.16 per cent of the respondents had spent more than ₹10,001 and more than one-tenth (15 per cent) of the respondents did not spend on green food product during last 6 months. 

2. Green Body care Products: The data in Table 13 and Fig 16 revealed that more than one-third (40.00 per cent) of the respondents had spent less than ₹1,000 on green body- care products, slightly more than one-third (35 per cent) of the respondents had spent between ₹1,001- ₹5,000, more than one-tenth (17.50 per cent) of the respondents had spent between ₹5001-₹10,000 while only 0.83 per cent of the respondents had spent more than ₹10,001 and little less than one-tenth (8.30 per cent) of the respondents did not spend on green body care products during last 6 months. 

3. Green Clothing: The data in Table 13 and Fig 16 revealed that more than one-fourth (30.83 per cent) of the respondents had spent less than ₹1000, more than one-third (40.00 percent) of the respondents had spent between ₹1,001-₹5,000, more than one-tenth (16.60 per cent) of the respondents had spent between ₹5,001-₹10,000 while only 6.67 per cent of the respondents had spent ₹10,001 and more and only 5.83 per cent of the respondents did not spent on green clothing during last 6 months. 

Preference for buying Green Products 

1. Green Food Products: The data in Table 14 and Fig 17 revealed that less than one-third (30.00 per cent) of the respondents preferred to purchase green food products online while more than two-third (70.00 per cent) of the respondents preferred to purchase offline. 

2. Body care Products: The data in Table 14 and Fig 17 revealed that three-fourth (75.00 per cent) of the respondents preferred to purchase body care products online while only one-fourth (25.00 per cent) of the respondents preferred to purchase offline. 

3. Green Clothing: The data in Table 14 and Fig 17 revealed that more than one-third (37.50 per cent) of the respondents preferred to purchase green clothes online while little less than two-third (62.50 per cent) of the respondents preferred to purchase offline.

  

Motivating factors while buying Green Products

In order to find out the Extent of Motivation while buying Green Products among the respondents questionnaire was used. In the questionnaire respondents were asked to fill in the responses under 3 subcategories namely- Green Food Products, Green Body Care Products and Green Clothing. The scoring was computed using Likert rating scale where responses were ‘Disagree’, ‘‘Undecided’’ and ‘Agree’ and scores of 1, 2, 3 were ascribed respectively. Minimum and maximum scores were divided into three categories on the basis of equal interval which were ‘High extent of motivation’, ‘Moderate extent of motivation’ and ‘Low extent of motivation’, where minimum score was 20 and maximum score was 60. 

Motivating factors while buying Green Food Products: The findings of the present study revealed that more than three fourth (82.50%) of the respondents were motivated by product reviews while buying organic food products. Less than two third (60.83%) of the respondents were motivated to buy organic food products because of their concern towards the environment. A little more than three fourth (77.50%) of the respondents ‘agreed’ that their healthy eating habits motivated them to buy organic food products. More than one half (57.50%) of the respondents were motivated to purchase organic food product because of better flavours. Majority (86.60%) of the respondents were motivated to buy organic food products because of their high nutrient content. More than three fourth (81.60%) of the respondents were motivated to buy organic food products because of lower or no pesticides and fertilizers residual content.  A little more than one half (55%) of the respondents ‘agreed’ that they were motivated to buy organic food products as they promote and helps in sustainability of agricultural land.

Motivating factors while buying Green Body Care Products: The findings presented in Table-2 revealed that slightly less than two-third (62.50 %) of the respondents were motivated by the peer group while purchasing green body care products. More than two-third (62.60%) of the respondents were influenced by the posts on social networking sites. Three fourth (75.00 %) of the respondents were motivated by their personal interest to experiment with newly launched products.  Slightly less than three- fourth (74.16 %) of the respondents ‘agreed’ that they were motivated by the reviews available on the websites while purchasing green body care products online. More than one- half (59.16%) of the respondents were motivated to buy organic food products by watching advertisements on television. More than one-half (55.00 %) of the respondents were motivated to buy organic food products by advertisements in newspapers, magazines, brouchers etc.

Motivating factors while buying Green Clothing: the data presented in Table-3 revealed that slightly less than two- third (63.30 %) of the respondents were motivated to buy green clothing brand because of cruelty free tag. Three-fourth (75.83 %) of the respondents were motivated by the comfort provided by the green clothes. More than one-half (56.50 %) of the respondents were motivated by the online review available on different green clothing websites and online shopping websites. Less than two-third (60.83 %) of the respondents were motivated by the new ongoing trend and styles in the market while purchasing green clothing brands. Slightly more than one-half (52.50 %) of the respondents were motivated by the various advertisements about the green clothing brands. Little more than one-half (54.16 %) of the respondents ‘agreed’ that they were motivated towards buying clothes because they were dyed using natural dyes. Slightly less than one-half (49.16 %) of the respondents were motivated by their peer group for buying green clothing brands.

The findings of the present study of Motivating Factors in buying Green Products revealed that while buying organic food products majority (86.60%) of the respondents preferred to buy organic food Products because of their high nutrient content. While buying body care products three- fourth (75%) of the respondents were motivated by their personal interests to experiment with newly launched products and by the product review available online. And while buying green clothing three-fourth (75.83%) of the respondents were motivated by the comfort provided by the green clothes. 

Extent of Motivation of the respondents while buying Green Products- A probe was made to find out the Extent of Motivation while buying Green Products. The scores of each of the items of the scale were summated and possible range of minimum and maximum scores were divided into three categories having equal interval which were ‘High Extent of motivation’, ‘Moderate Extent of Motivation’ and ‘Low Extent of motivation’. Minimum score was 20 and maximum score was 60 to study the Extent of Motivation among respondents. Higher scores represented high extent of Motivation among respondents. 

1. Green Food Products- ‘High Extent of Motivation’ was found among respondents i.e., slightly less than three- fourth (73.33 %) of the respondents towards buying Green food Products while, one-fourth (25%) of the respondents had ‘Moderate Extent of Motivation’ and only 1.66 % had ‘Low Extent of Motivation’. 

2. Green Body care Products- findings of the present study revealed that less than three-fourth (70.83 %) of the respondents had ‘High Extent of Motivation’ toward buying Green Body care Products however, slightly less than one-fourth (23.30 %) of the respondents had ‘Moderate Extent of Motivation’ and only 5.83 % had ‘Low Extent of Motivation’. 

3. Green Clothing- It was found that more than one- half (57.50 %) of the respondents had ‘High Extent of Motivation’ towards buying green clothing whereas slightly less than three-fourth (31.60 %) of the respondents had ‘Moderate Extent of Motivation’ and only one-tenth (10.83 %) of the respondents had ‘Low Extent of Motivation’.  

Overall- data presented in Table-4 revealed that slightly less than two-third (65.00 %) of the respondents had overall ‘High Extent of Motivation’ while buying Green Products while, slightly less than one-third (32.50 %) of the respondents had ‘Moderate Extent of Motivation’ and only 2.50 % of the respondents had ‘Low Extent of Motivation’. A comparison between the three categories of green products highlighted that slightly less than three- fourth (73.33 %) of the respondents had ‘High Extent of Motivation’ towards buying Green food products. Less than three-fourth (70.83 %) of the respondents had ‘High Extent of Motivation’ toward buying Green Body care Products. And one-half (57.50 %) of the respondents had ‘High Extent of Motivation’ towards buying green clothing. 

Table-4: Distribution of Respondents according to Extent of Motivation while buying Green Products

Extent of Motivation for buying Green Products	Range of Scores	f	%
Green Food Products
High Extent	17-21	88	73.33
Moderate Extent	12-16	30	25.00
Low Extent	7-11	2	1.66
Green Body Care Products
High Extent	14-18	85	70.83
Moderate Extent	10-13	28	23.80
Low Extent	6-9	7	5.83
Green Clothing
High Extent	17-21	69	57.50
Moderate Extent	12-16	38	31.60
Low Extent	7-11	13	10.83
Overall
High Extent	47-60	78	65.00
Moderate Extent	33-46	39	32.50
Low Extent	20-32	3	2.50

Conclusion

The findings of the present study on Motivating Factors while buying organic food product highlighted that a large number of respondents preferred to buy organic food products because of their high nutrient content where weighted mean was found to be 2.84 out of 3. While buying body care products it was found that the large number of respondents were influenced by their personal interest to experiment with newly launched green body care products and by the reviews available on the websites where the weighted mean for both the factors was found to be 2.66 out of 3. And while buying clothing it was found that large number of respondents were motivated by the comfort provided by the green clothing where weighted mean was found to be 2.69 out of 3. It was revealed that among all the three product categories ‘High Extent of Motivation’ was found while buying Organic Food products.  

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