an empirical study of impact of green retailing on...

201AN EMPIRICAL STUDY OF IMPACT OF GREEN RETAILING ON CUSTOMERS BUYING BEHAVIOURGupta

ABSTRACT. Retailing is an age old business. The new retail formats are available now to provide better services and products to customers, this has transformed our traditional, unorganised retailing to organized retailing, due to changing demographics, nuclear families, higher disposable income and improved agri-produce realisation have made smaller cities and rural areas the future hotbeds of growth. Green retailing practices adopted by retailers as corporate social responsibility are becoming area of concern. Green retailing practices in the organizations need to follow regulatory compliances and practice conceptual tools such as corporate social responsibility, product stewardship and pollution control practices. Previous studies have paid much attention on product quality, corporate image, customer satisfaction, and customer loyalty, but none have explored them about green innovation or environmental management aspects.This research intends to identify the impact of customer demographics on buying behaviour of customers for ‘green products’ in the retail outlets. Data for this study was gathered through a five point Likert’s scale questionnaire administered personally on customers at point of purchase. Respondents for this study were selected randomly. The study reveals that demographic factors have a significant impact on the buying behaviour of the customers. Age, gender, marital status, occupation, income and family size bears upon the customer preferences for the environment friendly products.

KEYWORDS: Customer demographics, Green retailing, Retailing

An empirical study of impact of green retailing on customers buying behaviour

Rahul Gupta, Invertis University, Bareilly, Uttar Pradesh, India

Received: 2 August 2011Revised: 25 October 2011

Managing retail business with green retailing practices emerged in 1990 and is gaining popularity, nationally and internationally, in this century. By following the government’s strict norms for eco friendly practices in the businesses, leading retailer and corporate using green retailing practices as a weapon, and improving their competitiveness (Trung, Kumar, 2005). Green retailing practices

Numero 3-4/2011202 FORMAMENTE - Anno VI

in the organizations need to follow regulatory compliances and practice conceptual tools such as corporate social responsibility, product stewardship and pollution control practices (Hart, 2008).The corporate image has a significant impact on buyers shopping behaviour. Many studies has been done to study the relationship among loyalty and satisfaction of the customers (Zboja, Voorhees, 2006; Fronell et al., 2006; Olever, 1999). Although previous studies have made their attention for loyalty and satisfaction of the customers in their study, but no study has been conducted to study the green retailing practices and other environmental issues. In our study we aim to fill this gap and study the green retailing practices among retailers and the customers’ loyalty and satisfaction for green products and their quality, consumers also show a positive attitude towards green retailers. Present study is a humble effort to analyse and understand the emerging competitive advantages through ‘green retailing’, further it attempts to analyze the awareness of green retailing among Indian customers.

Understanding green retailing

Green retailing is concerned with dealing in environmentally friendly products and practices. Various types of products can be categories as: sustainable products - a process, product or lifecycle that can be kept up indefinitely, recyclable products - a product or packaging which can be collected, re-processed and resold as a new product (glass, aluminium, paper, and some plastics); hazardous/toxic products - anything that has the potential to cause harm to the human health, or the environment, for example solvents, batteries, cleaners; and renewable products, that can be used over and over again without running out, e.g. solar energy.

Various types of green practices at retail stores

• Green customer touch points. It includes bags made from recycled content, a bag credit if consumers bring their own bag, eco-friendly packaging, CFL or LED lighting, green cleaning products, business cards and marketing materials on recycled paper.

• Generate energy & water cost savings. From both water


conservation and energy efficiency measures (power strips, utility audits, less AC blasting).

• Operate in a green way. Such as by using zero-VOC paints, reclaimed or FSC wood, non-toxic varnishes, recycled papers, and hybrid delivery trucks.

• Explain the positive benefits. The eco-friendly products in a positive and upbeat way without gloom and doom or guilt. Educate in a loving way. Provide affirming testimonials and press clippings.

• Partner with green events. Environmental nonprofits to get the word out such as Global Green and Healthy Child Healthy World. Provide samples and incentives to encourage newbie’s to try green products.

• Provide a solid value proposition. A green product must still have the winning combination of performance, style, and sustainability for its price. A retailer must still have a good location, enticing product selection.

Literature review

Customers’ satisfaction has been considered as most important issue for researchers and marketers (Jamal, 2004). Satisfaction is the judgement of a customer which a service or product giving a pleasurable level of consumption related contentment, including level of gratification (Oliver, 1997). The satisfaction of customers is seen as satisfaction of consumption goals as experienced and desired by them (Oliver, 2006). The different conceptualization has been observed in previous studies as far as consumers satisfaction is concern; cumulative and transaction specific. Cumulative satisfaction is an overall judgement based on over all experience with the products and services (Oliver, 1980). The transaction specific satisfaction is a post choice behaviour of a specific purchase occasion (Anderson, 1973). All definitions agree that satisfaction is the necessary presence of an aspiration that a customer wants to achieve.As far as customer loyalty is concern it is the behaviour of customers to keep up a relation with the retailer by regularly purchasing their products and services. Loyalty is measured by continuously re-buy or patronize their purchase of products and


services in future (Oliver, 1997). Loyalty is also viewed as the future behaviour assurance to purchase a product or services with firm on all occasions when other alternatives were available. It involves a positive attitude towards the firm’s product or service, followed by favourable behaviour that leads to buying it and recommending it to others (Backman, Compton, 1991). Customer loyalty is also defined from a behavioural stance. Behavioural loyalty was articulated as the purchase and usage behaviour displayed by customers in their historical purchasing and use of a brand among all available brands. Attitudinal loyalty usually reflected by an emotional bond with a brand and strong customer preference for the brand. Situational loyalty depended on the shopping and purchasing situation. The loyalty plays their role in marketing; some firms prefer customer loyalty to be attitudinal. The loyal customers will show patronize and re-purchase green products and services, desire to recommend, show tolerance for higher price, and purchase other product and services from the retailer.The satisfaction of consumer is used as predictor of future consumer purchase (Newman, Werbel, 1973). Satisfied customers had a higher likelihood of repeat purchase (Zeithaml et al., 1996), of recommending that others try the source of satisfaction (Reynolds, Arnold, 2000) and of becoming less receptive to the competitors offerings (Fitzell, 1998).The quality of product gives customer satisfaction and generates customer loyalty. Jonson and Ettlie (2001) described that product quality as the result of performance, which gives a corner for customer preference and how perfectly the product is meeting customers’ requirements. The quality dimension of the products comprises of its features, guarantee, warranty, and packaging etc. (Abdul-Muhim, 2002). A better product quality could gain better acceptance from customers as well as satisfaction of other parties involve in the supply chain (Schellhase et al., 2000). The quality of product had a direct impact on the performance, and it was linked to loyalty, satisfaction and his repurchase intentions (Eskildsen et al., 2004; Mittal, Walfried, 1998). A positive relationship among overall customer satisfaction and product quality was being antecedent in other empirical studies in the literature. The consistent good quality of products will provide overall


satisfaction and generate further loyal customers (Kotler et al., 2002; Chumpitaz, Paparoidamis, 2004).This stricter international environmental regulations and popular customer environmentalism, organizations need to embody green practices in design, features and packaging in their products for better differentiation among their category, but they should also satisfy the environmental saving proceedings of the authorities and general customers and seek competitive advantage and the loyal base of the customers (Porter, van der Linde, 1995; Peattie, 1992; Shrivastava, 1995).Corporate green practices makes their image among the customers and develops a perception among the customers, personnel and the community (Walters, 1978) and made an association among customers mind and firms ability to position itself (Leblanc, Nguyen, 1997). Organizations image is a function of its professional expertise, product, service quality and trustworthiness. Credibility is also identified as a factor that contributes to the overall image of the organization (Keller, 1998). Studies have also found that corporate image had a significant impact on loyalty and satisfaction of the customers (Chang, Tu, 2005; Martenson, 2007; Park et al., 2004; Abdullah et al., 2000).Environmental consciousness of customers and strict international regulations related to protection of the environment has compelled the organizations to undertake green practices, to investigate customers green attitude and behaviours, to identify the potential for green products, and to stratify the green retailing practices into different segments based on different customers needs (Jain, Kuar, 2004). Further other studies also revealed that environmental image satisfy the customers’ environmental desire and green practices and also increases their sales and enhance their image and competitive advantages (Porter, van der Linde, 1995; Chen, 2008, 2010; Chen et al., 2006), stakeholders, government and others concerned organizations are pressurising retail corporate to reduce negative impact of their non green practices on society and natural environment (Bansal, 2005). With the concern regarding green and clean environment, consumers and corporate are becoming more aware about green practices. Over and above international environmentalist are increasing pressures to follow


stringent norms and practice green laws implementing carbon credit norms on the nations. Other researchers have studied the relationship between customer satisfactions and customer loyalty (Fornell et al., 2006; Hellier et al. 2003, Zboja, Voorhees, 2006). But previous studies had paid great attention to explore the relevant issues of customer satisfaction and loyalty, but not about green retail practices.Globally, in the lead up to 2020, there will be hundreds of new green business ideas, responses, innovations, strategies and opportunities. Here in our study we tried to find and analyse the impact of green retailing practices by retailers, among Indian consumers acceptance through their demographic profiles and buying behaviours.

Objective of the study

Every study starts with the specification of a set of objectives. These objectives serve as a guide as well as destination for further detailed study. This study will try to explore the following objective.

To analyze the awareness of green retailing practices among Indian customers.

Research hypothesis

To analyze the awareness of green retailing among Indian customers, we attempt to identify the association between consumer’s awareness about green retailing with their demographic characteristics.

H0. Customers demographics show difference in the awareness about green retailing practices, their purchase pattern for green products.

Research methodology

Irrespective of basic design of research study, it is necessary to collect accurate data to achieve useful result. The data for the present study has been collected from the respondents from different shops at Bareilly city, through a structured undisguised questionnaire comprising 16 questions, using mainly the questions based on the 5-point Likert scale (e.g. 1. Strongly Disagree, 2. Disagree, 3. Do not know, 4. Agree, 5. Strongly Agree).


Our population area is the different shops at Bareilly city, since they attract customers from different places and constitute of all age groups, educational background and different income classes for their purchases. The sample size for the present study is 300 respondents; the questionnaires were administered personally to the respondents.For studying the awareness level of green retailing among customers following factors are considered. The packaging material, frequency of buying, awareness about stores who practice green retailing, cost of environmentally safe package products, readiness to pay higher prices, shelf life of products, purchasing green products as gift, purchasing green products for personal use, in emergency, as food items, level of quality, about hygiene, freshness, location of the store.

Data analysis and methods

Information gathered from different sources after filtration generates relevant data, which is edited and coded subsequently. The data was analyzed and interpreted with the help of SPSS software. Hypothesis framed for the research work have been tested with the help of t-test and Chi-square test. The t-test compares the actual difference between two means in relation to the variation in the data (expressed as the standard deviation of the difference between the means) and two independent samples t-test (Levene’s test of equality of variance) is used to compare the means of a normally distributed interval dependent variable for two independent groups. A Chi-square goodness of fit test allows us to test whether the observed proportions for a categorical variable differ from hypothesized proportions.The questionnaire was filled by 300 respondents at retail stores of Bareilly district out of which 287 questionnaires were found to be valid during codification and editing for the further analysis, response rate was 96%. The survey was conducted during November 2010 to March 2011. The respondents were chosen randomly at the entry and exit point of 15 major retailers.


Table 1. Characteristics of the respondents (N = 287).

Characteristics Numbers Percentage

Gender1 Male 214 74.6

2 Female 73 25.4

Age

1 Up to 25 Yrs 95 33.1

2 26 Yrs to 40 Yrs 118 41.1

3 41 Yrs and above 74 25.8

Marital status

1 Married 165 57.5

2 Unmarried 122 42.5

Profession

1 Service 58 20.2

2 Business 101 35.2

3 Self employed 43 15

4 Students & others 85 29.6

No. of family members

1 Below 3 No. 53 18.5

2 4 No. - 6 No. 189 65.9

3 7 No. and above 45 15.7

Income

1 Up to 20.000 82 28.6

2 20.001 – 50.000 113 39.4

3 50.001 – above 92 32.1

Objective 1. To analyze the awareness of green retailing practices among Indian customers

To study and analyze the awareness about the retailers green practices we assume that customers’ demographics: gender, age, income is concern are showing variations in their concern about green products, the different attributes of green retail practices and their behaviour towards them. For testing the hypothesis t-Value and F-Value was calculated on the mean of responses for all 16 questions among age group, gender and income of the respondents.

H0. Customers demographics show difference in the awareness about green retailing practices, their purchase pattern for green products


Table 2. Analysis of awareness of environmentally safe

packaged productswith gender.

SI. No. Variables

Male(N = 124)

Female(N = 73) t-Value

Mean Sd Mean Sd

1 Product packaging 2.99 .85 2.93 .933 .501 NS

2 Purchase frequency 2.94 .899 2.88 1.04 .493 NS

3 Retail store identity 3.86 1.13 3.70 1.23 .998 NS

4 Store environment 3.76 .902 3.67 1.01 .678 NS

5 Product price 3.50 1.12 3.45 1.10 .316 NS

6 Premium price product 3.43 1.26 3.55 1.21 .725 NS

7 Product shelf life 3.69 1.01 3.56 1.05 2.10 *

8 Purchase as gift item 3.69 1.01 3.56 1.01 .935 NS

9 Product expiry date 3.86 .97 3.64 1.03 1.61 NS

10 Purchase for personal use 3.74 .977 3.73 1.17 .088 NS

11 Food items 3.95 .990 3.86 1.00 .631 NS

12 Premium quality products 4.08 .915 3.96 .964 .996 NS

13 Retaining hygiene 3.88 1.00 3.93 1.01 .388 NS

14 Retaining freshness 4.05 .955 3.97 .942 .611 NS

15 Retail store location 3.70 1.12 3.41 1.20 1.84 NS

*Significant at .05 level

For Serial No. 1 & 2 which were related to the packaging and frequency of purchase the mean value is less than 3 which say that respondents are seldom aware about the products they buy which are packed in environmentally safe packaged material and it does not affect their purchase frequency. On the other hand response on question No. 12 & 14 which were related to the quality of product and freshens retained in the environmentally safe packaged material the mean value is as high as 4.08 which shows that customers are agreeing and prefer to buy green products, for products shelf life t-Value is significant at .05 level of significance.


Table 3. Comparison among respondents of three age groups (A1 = up to 25 yrs,A2 = 26 yrs to 40 yrs,A3 = 41 and above)Ducan’s Mean test.

Studying the customers from different age groups show difference in the awareness about green retailing and purchase pattern

SI.

No.Variables

A1

(N = 95)

A2

(N = 118)

A3

(N = 74)

A1

v/s

A2

A1

v/s

A3

A2

v/s

A3

F-

ValueMean Sd Mean Sd Mean Sd

1 Product packaging 2.94 .87 3.13 .83 2.77 .94 - - * 3.98*

2 Purchase frequency 2.94 .87 3.05 .99 2.68 .93 - - * 3.5

3 Retail store identity 3.74 1.11 3.74 1.20 4.01 1.12 - - - 1.46

4 Storeenvironment 3.66 1.06 3.88 .79 3.58 .92 - - * 2.96

5 Product price 3.50 1.10 3.52 1.18 3.40 1.03 - - - .27

6 Premium priceproduct 3.71 1.06 3.43 3.43 1.33 3.45 - - * 4.22

7 Product shelf life 3.74 .95 3.94 .92 3.87 1.01 - - - 1.08

8 Purchase as gift item 3.58 1.04 3.77 1.01 3.56 1.00 - - - 1.22

9 Product expiry date 3.69 1.00 3.92 .92 3.75 1.07 - - - 1.52

10 Personal use purchase 3.78 1.00 3.78 1.07 3.58 .965 - - - 1.12

11 Food items 3.88 .97 3.91 1.09 4.0 .87 - - - .291

12 Premium quality products 4.04 .90 4.21 .81 3.81 1.06 - - * 4.35

13 Retaining hygiene 3.97 .91 3.84 1.12 3.85 .916 - - - .528

14 Retaining freshness 4.03 1.00 4.06 .94 3.97 .89 - - - .224

15 Retail store location 3.53 1.23 3.83 1.12 3.40 1.01 - - * 3.58

*Significant at .05 level

For Serial No. 1, 2, 4, 6, 12, & 15 which were related to the packaging, frequency, environment, premium price, premium quality and retail store location of products the age group A2 (26 yrs to 40 yrs) and age group A3 (41 and above) shows significantly different means which say their opinion are different on these questions. Rest all the age groups shows the same mean for all of the questions, and their opinions are not much differ for other aspects of green retailing.


Table 4. Comparison of variables among respondents

of three Income groups(I1 = up to 20000, I2 = 20001

to 50000, I3 = 50001 and above) Ducan’s Mean test.

Studying the customers from different income groups show difference in the awareness about green retailing practices and purchase pattern

SI.

No.Variables

A1

(N = 95)

A2

(N = 118)

A3

(N = 74)

I1

v/s

I2

I1

v/s

I3

I2

v/s

I3

F-

ValueMean Sd Mean Sd Mean Sd

1 Product packaging 3.01 .882 2.88 .097 3.07 .782 - - - 1.3

2 Purchase frequency 3.09 1.00 2.87 .94 2.85 .851 - - - 1.74

3 Retail store identity 3.82 1.00 3.73 1.10 3.92 1.33 - - - .743

4 Storeenvironment 3.76 .854 3.62 .948 3.86 .967 - - - 1.71

5 Product price 3.65 1.08 3.42 1.06 3.43 1.20 - - - 1.16

6 Premium priceproduct 3.70 1.20 3.46 1.20 3.24 1.31 - * - 2.93*

7 Product shelf life 3.90 1.00 3.81 .861 3.88 1.04 - - - .228

8 Purchase as Gift Item 3.63 1.06 3.53 1.07 3.84 .905 - - - 2.313

9 Product expiry date 3.76 1.02 3.76 .957 3.90 1.00 - - - .651

10 Purchase for personal use 3.85 1.09 3.78 .998 3.58 .997 - - - 1.76

11 Food items 3.95 1.02 3.82 .928 4.03 1.05 - - - 1.15

12 Premium quality products 4.16 .923 3.83 .925 4.23 .891 * - * 5.55**

13 Retaining Hygiene 4.11 .981 3.77 .991 3.85 1.02 - - - 2.87

14 Retaining freshness 4.23 .934 4.00 .964 3.89 .931 - - - 2.91

15 Retail store location 3.65 1.30 3.50 1.14 3.75 .990 - - - 1.18

*Significant at .05 Level, **Significant at .01 Level

For Serial No. 6 which were related to the premium price of products the income group I1 (up to 20000, and I3 (50001 and above), the F-Value is significantly different at .05 level of significance, and for Serial No. 12 related to premium quality product age group I2 (26 yrs to 40 yrs) and income group A3 (41 and above) and income group I1 (up to 20000, and income group I3 (50001 and above), the F-Value is significantly different at .01 level of significance shows significantly different means which say their opinion are different on these questions. Rest all the age groups shows the same mean for all aspects of green retailing.To study and analyze the retailers green practices and purchase of


Table 5. Customers of different genders deliberately purchase environmentally safe packaged material.

Table 6. Customers of different marital status deliberately purchase environmentally safepackaged material.

these products by customers we assume that the customers as far as their gender, marital status, profession, family size and income is concern are showing awareness about green products and deliberately purchase green products. For testing the hypothesis frequency with percentages was calculated among gender, marital status, profession, family size and income of the respondents.

Deliberately purchase

GenderTotal N = 287

Male Female

Yes 160 (74.8) 53 (72.6) 213 (74.2)

No 54 (25.2) 20 (27.4) 74 (25.8)

Total 214 (100) 73 (100) 287 (100)

Chi-square = .133, significant at .01 LevelNote: figures in the parenthesis are in percentage

Gender wise there is significant difference among genders of respondents in the intentionally purchase decisions, deliberately respondents purchase green products this is significant from the Chi-square value which is .133, significant at .01 level. The study of different genders shows that male respondents are having highest No. 160 and percent wise also male respondents with 74.8% will deliberately buy products packed in environmentally safe packaged material.

Studying the married customers has different level of awareness about green retailing and purchase pattern than those who are unmarried


Marital statusTotal N = 287

Male Female

Yes 122 (73.9) 91(74.6) 213 (74.2)

No 43 (26.1) 31 (25.4) 74 (25.8)

Total 165 (100) 122 (100) 287 (100)

Chi-square = .901, NSNote: figures in the parenthesis are in percentage

Marital statuses wise there is not much significant difference among different type of professions among respondents in the deliberately purchase decisions, intentionally respondents purchase green products this is significant from the Chi-square value, which is not significant (.901). The study of different professions shows that married male respondents are having highest No. 122 (73.9%)


but percent wise married female 74.6% (91 No.) respondent will deliberately buy products packed in environmentally safe packaged material.

Studying the customers from different profession groups show difference in the awareness about green retailing and purchase pattern


Profession TotalN = 287Service Business Self Students

Yes 51 (87.9) 86 (85.1) 16 (37.2) 60 (70.6) 213 (74.2)

No 7 (12.1) 15 (14.9) 27 (62.8) 25 (29.4) 74 (25.8)

Total 58 (100) 101 (100) 43 (100) 85 (100) 287 (100)

Chi-square = 43.36, significant at .01 LevelNote: figures in the parenthesis are in percentage

Profession wise there is significant difference in the deliberately purchase decisions among different types of respondents belonging to various professions. The study of different professions shows that business class respondents are having highest No. 86 (85.1%) but percent wise service class 87.9% (51 No.) respondent will deliberately buy products packed in environmentally safe packaged material. This visible difference in the purchase decision is significant at .01 levels and the Chi-square value is 43.36.

Studying the family size affects the level of awareness about green retailing and purchase pattern


Family members

Total N = 2873 and below

4 - 6 members

7 andabove

Yes 45 (84.9) 136 (72) 32 (71.1) 213 (74.2)

No 8 (15.1) 53 (28) 13 (28.9) 74 (25.8)

Total 53 (100) 189 (100) 45 (100) 287 (100)

Chi-square = 3.89, NSNote: figures in the parenthesis are in percentage

Family members wise there is significant difference among different type of professions among respondents in the deliberately purchase decisions, deliberately respondents purchase green products, this is significant from the Chi-square value which is not significant (3.89). The study of different income group shows that middle No. group

Table 7. Customers of different profession deliberately purchase environmentally safe

packaged material.

Table 8. Customers of different family sizes

deliberately purchase environmentally safe

packaged material.


Table 9. Customers of different incomes deliberately purchase environmentally safe packaged material.

(4 - 6) respondents are having highest No. 136 (72%) but percent wise first group 3 and below members 84.9% (45 No.), respondent will intentionally buy products packed in environmentally safe packaged material.

Studying the income affects the level of awareness about green retailing and purchase pattern


Income

Total N = 287Below 20.000

20.001 – 50.000

50.001 - above

Yes 69 (84.1) 76 (67.3) 68 (73.9) 213 (74.2)

No 13 (15.9) 37 (32.7) 24 (26.1) 74 (25.8)

Total 82 (100) 113 (100) 92 (100) 287 (100)

Chi-square = 7.09, significant at .02 levelNote: figures in the parenthesis are in percentage

Income groups wise there is significant difference among different type of professions among respondents in the deliberately purchase decisions, deliberately respondents purchase green products this is significant from the Chi-square value which is significant (7.09). The study of different income group shows that middle income group (20.001 - 50.000) respondents are having second highest No. 76 (67.3%), but percent wise first income group respondent below 20.000, 84.1% (69 No.), respondent will deliberately buy products packed in environmentally safe packaged material.For the awareness about the environmentally safe packaged products the shoppers are not much aware about the quality of packaging material and it also does not affect the frequency of their purchase, but if these shoppers are made aware they prefer to buy these materials. As our study shows that middle aged and older respondents shows more liking towards environmentally sage packaged products during their purchase, the male respondents will certainly purchase these products and as far as their marital status is concern both married and unmarried respondents are inclined to purchase these products, profession wise business and service class respondents shows their inclinations towards the purchase of these products, as far as the family size is concerns the smaller family respondents shows greater concern for these items, for different kind of income group only two factors wide premium price and premium quality products are a matter of concern among the respondents of middle income group respondents.


As our study reveals that environmentally safe packaged products are need for today and customers demographics shows different behaviours for different attributes as far as our study is concern, so the retailers shall focus their strategy to attract the middle income group, middle aged, male, business and service class with smaller family sized respondents for greater response from the customers.

Conclusions

In our study we found that customers are not well aware about the environmentally safe packaged products. However it is evident that informed customers prefer to buy green products. Young customers between age groups of 26 to 40 show a high level of confidence regarding certain aspects of green products viz packaging, frequency, environment and premium price. Gender plays an important role in customer decision making for green products. As compared to female customers, males show a different buying behaviour and they prefer environment friendly products. Against normal perception that bachelors are casual in behaviour and they use to purchase trendy products in our study we found that marital status of customers does not play significant role in the buying behaviour for the items of daily use. Profession is another important factor which affects the purchase decision and service class people prefer to environment friendly products than business class or students and others. Research shows that smaller the families prefer to buy green products than larger families. And finally income bears upon the purchase decision making for green products, higher the income higher the propensity to buy the green products.Even though the “green movement” started more than a decade ago, it is only now becoming the trendy thing to be, doing and buy in retail sector. Concern and practices by retailers, and corporate are a welcome step. Building green isn’t just a cost-saving strategy; it’s a brand-growth strategy. Green retailing is also an opportunity for retailers to communicate achievements and values with their key stakeholders - customers, shareholders, communities, vendors, and employees. It takes more than selling a few green products to be called a green business. The true nature of going green goes so much deeper than that. We hope that this mission of green retailing will continue and prosper in future and more and more people will have concern and contribute their initiative for the cleaner and greener tomorrow. Retailers can enhance


All URLs checkedDecember 2011

their public image as a green retailer by targeting business and service class customers and lower, higher and middle income group families along with all sizes of family members who have their preference for the green products. ‘Green retailing’ leaves an issue of research in the profitability of the retail store. Do customers who are informed about ‘green retailing’ form a profitable segment for retailers?

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Sintesi

In India, il generale miglioramento delle condizioni di vita, il benessere crescente e le profonde trasformazioni demografiche hanno determinato radicali mutamenti nella distribuzione: questa, rimasta fino a qualche tempo fa tradizionale e in balìa dell’improvvisazione, è diventata via via sempre più organizzata, più “verde” e più attenta al rispetto dell’ambiente.Le ricerche condotte in passato sul comportamento dei consumatori hanno riguardato quasi esclusivamente la qualità dei prodotti, l’immagine delle aziende, la soddisfazione e la lealtà dei clienti, ma hanno trascurato del tutto l’universo verde e la sostenibilità ambientale.In linea con la recente affermazione, nella società indiana, delle preoccupazioni e dei temi cari all’ambientalismo, il contributo mette ora a fuoco, per la prima volta, la distribuzione verde e le sue pratiche, un argomento di estrema attualità e di grande importanza sia per i distributori che per le aziende.La distribuzione verde, infatti, non rispecchia soltanto una moda emergente e non si riduce ad un abile espediente per abbassare i costi; al contrario, si tratta di una strategia capace di assicurare la crescita di un marchio, in quanto offre ai distributori l’opportunità di comunicare efficacemente con i protagonisti del mercato, divulgando i propri successi e i propri valori e sottolineandone la diversità.Lo scopo precipuo dell’indagine empirica proposta - incentrata sull’innovazione verde e sulla gestione dell’ambiente - è quello di analizzare, proprio rispetto alla distribuzione verde, la consapevolezza e gli orientamenti dei consumatori indiani; e di conseguenza quello di evidenziare, per quanto concerne i prodotti verdi, l’impatto delle caratteristiche demografiche sui comportamenti e sulle abitudini di acquisto dei clienti.L’esame dei dati - raccolti tramite questionari somministrati direttamente nei punti vendita a un campione casuale di clienti - mette appunto in luce l’influenza decisiva dei fattori demografici sugli atteggiamenti e sulle scelte dei consumatori nei loro acquisti.Gli elementi che condizionano in misura più rilevante le preferenze dei clienti sono l’età e il genere: per i prodotti amici dell’ambiente, i giovani tra i 26 e i 40 anni e gli uomini mostrano l’interesse e la sensibilità maggiori.Se appare irrilevante lo stato civile, risultano invece significativi la professione, le dimensioni del nucleo familiare e infine il reddito: sono infatti più propensi ad acquisti verdi quanti lavorano nel terziario, le famiglie meno numerose e le fasce di reddito più elevato.

an empirical study of impact of green retailing on...

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