Brindavan Journal of Management and Computer Science
Brindavan Research Journal Volume 1, Issue 1, December 2020, 194
E- ISSN 2582-7251
Brindavan Journal of Management and Computer Science
National Conference Proceedings- December 2020
Volume 1, Issue 1, December 2020
An Empirical Study on Eco-Labeling to Promote Ethical Consumerism in Bangalore
Mr. Angel Chakraborty1, Assistant Professor, Dept. of Management Studies, Brindavan College of Engineering.
Mrs. Sneha Singh2, Assistant Professor, Dept. of Management Studies, Brindavan College of Engineering.
Dr. Mahammad Rafee3, Associate Professor, PG Dept. of Commerce & Management Studies, Brindavan College.
Mrs. Bhanupriya N4, Assistant Professor, Dept. of Management Studies, Brindavan College of Engineering.
Brindavan Research Journal Volume 1, Issue 1, December 2020
Brindavan Journal of Management and Computer Science
Brindavan Research Journal Volume 1, Issue 1, December 2020,
An Empirical Study on Eco-Labeling to Promote Ethical Consumerism in Bangalore
Mr. Angel Chakraborty1, Assistant Professor, Dept. of Management Studies, Brindavan College of Engineering.
Mrs. Sneha Singh2, Assistant Professor, Dept. of Management Studies, Brindavan College of Engineering.
Dr. Mahammad Rafee3, Associate Professor, PG Dept. of Commerce & Management Studies, Brindavan College.
Mrs. Bhanupriya N4, Assistant Professor, Dept. of Management Studies, Brindavan College of Engineering.
Abstract: Every time you spend money, you’re casting a vote for the kind of world you want - Anna Lappe. As
Consumers it’s our duty to protect the environment and support others who believe in practicing ethical consumerism
for a more sustainable lifestyle. Thus, Eco-Labeling becomes very vital to educate the consumers that the products
conform to recognized environmental standards. The objectives of the research are to promote ethical consumerism
and know the importance of Eco-Labeling in consumer purchase decisions. Also, it aims to find the consumer’s
environmental concerns. The study is descriptive, inferential and based on primary data. Data is collected via framed
questionnaire, focused group interviews and observations. Convenience sampling is going to be used to collect the
data from 384 samples. The study is intended to find whether consumers are willing to pay extra for ecological
balance and environment protection or not. Eco-labeling added a new dimension towards identifying green products
and manufactures fulfilling environment related standards which impacted consumer purchase behavior significantly.
This study will help recognize the benefits of eco-labeling and challenges associated with it. The study concludes that
35.7% people believe Eco- Labeling is necessary for ethical consumerism although study revealed Over 35% of
consumers claim that they pay attention to the social and environmental records of companies whose products they
buy, and the market share hovers around 3%. From the sample size of the 384 respondents 138 agree to understand
the information for eco-friendly products and they have knowledge of existence of Eco-Labeling. Also, out of the 384
respondents 71 are strongly agreeing to pay a premium price for eco- friendly products and they have knowledge of
existence of Eco-Labeling. Out of the 384 respondents 134 strongly agree to not support environmentally
irresponsible companies and make special effort to buy recycled products. The reliability statistics proves consistency
in results up to 96.6%.
Keywords: Eco-Labeling, Ethical Consumerism, Environment protection, Green products,
Green Marketing, Sustainable development.
* Names of authors are listed alphabetically.
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1. INTRODUCTION Eco-Labels are a significant market-based instrument to impact the conduct of shoppers and businesses for
naturally inviting items and in this manner add to ecological preservation. Around the globe, Eco- Labels are
turning into a significant expansion to the tool-kits of condition controllers. Both universal associations, for
example, the Global Eco-Labeling Network (a non-benefit propensities to improve this world a better place).
1.1 The Ethical Consumer
What is the meaning of ethical consumerism? The ethical consumer settles on shopping decisions educated
by the states of creation, regardless of whether work rehearses or ecological effects. A more costly electric
vehicle over a diesel guzzler would be the moral decision. So additionally eggs from unfenced hens over
manufacturing plant cultivated and confined poultry. Comprehensively, ethical consumers both effectively
search out items that fulfill guidelines and reject those that don't.
The quantity of ethical consumers in India remains too little to even consider being appropriately tallied.
However, considers show that Indian shoppers are open to thoughts of socially dependable utilization. In
fact, from khadi to 'Ahimsa silk', ethical utilization has been imperative to Indian customers at any rate since
the Swadeshi development. The developing business sector for natural and dependably sourced
nourishments may likewise offer a hint to the ascent of this fragment. Such buyers may needs wellbeing as
opposed to moral concerns, however.
1.2 Background of the Study
The primary targets for the Eco-Label Scheme are, to give a motivating force to makers and
shippers to help diminish unfavorable ecological effect of items. Likewise, reward authentic
activities by organizations and help purchasers to turn out to be ecologically capable in their
everyday lives. The goal is to make mindfulness about characteristic assets, natural items and
different creation frameworks to decrease the measure of waste delivered. One can likewise buy
items made of biodegradable materials to help customers to turn out to be ecologically well
disposed.
Shopper Study uncovered that while 88% customers accept they should improve a commitment to
a situation, 85% purchasers would change their preferred brands and way of life habits to improve
this world a better spot.
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Condition insurance bested the rundown of needs among 92% purchasers as indicated by late
overview. This isn't to imply that that no buyers are happy to pay a green premium. Despite the fact
that they accept green items are costlier than others, a greater part of Indians (78%), Chinese
(73%), and Brazilians (73%) are happy to get them, as indicated by a 2009 Green Brands study.
The inclination for green items is observable even in first-class, optimistic items like vehicles. While
33% of potential purchasers would choose a green vehicle than a fantasy vehicle in India, one out of
seven inclines toward a fantasy vehicle to be a green vehicle.
It is accepted that eco marking will positively affect the expected purchasers. Various nations have
presented eco-names for items. There are three principle classifications of Eco-Friendly items that
one can buy. The first are items produced using reused materials. These items are advantageous in
two different ways i.e, it assists with diminishing information sources (vitality and crude materials)
for creation and furthermore lessen the wastage for removal.
These items can separate, securely and moderately rapidly, by organic methods, into the crude
materials of nature and vanish into the earth. One of the most famous items being utilized is corn.
Another option is to purchase items to ration nature along these lines improve the nature of the
earth. By utilizing maintainable administration of assets we can contribute our bit towards a
cleaner and safe condition.
Labels on items give data to a customer to settle on decisions. Sustainability labels are an
advertising method for advising purchasers that an organization has occupied with a procedure to
ensure the earth. In promoting these eco-items, it needs to announce the message either through
images or claims on names with respect to the kind of natural advantages that the item brings to the
table. There are various manners by which showcasing can show the ecological advantages of items
through item claims, for example, the item being "eco-accommodating", "naturally sheltered",
"recyclable", "biodegradable" and "ozone-accommodating" . On the off chance that buyers
comprehend the significance of these natural qualities, at that point they might be eager to address
a greater expense for the item.
The most elevated results were accomplished through green showcasing division that joined
utilitarian qualities with enthusiastic advantages. This investigation, in any case, didn't distinguish
the properties of the items that can add to positive feelings toward the earth. The outcomes are
pertinent for promoting the item and not for structuring the item to evoke positive feelings from the
purchasers.
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The first chapter provides theoretical and background knowledge about eco-labeling and ethical
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consumerism followed by second chapter which describes the review of literature and helps to
understand the gap in literature review. The third chapter outlines the methodology of the study.
The fourth chapter focuses on data analysis and interpretation followed by fifth chapter on findings
and conclusion.
2. Review of Literature
Angel Chakraborty et.al (2020) studied and investigated consumer responses towards the green
marketing concepts, its applicability and essential marketing mix with special reference to
Bengaluru. The study was based on primary data collected through survey to understand the belief
system prevailing in Bengaluru with respect to purchase intentions. The study revealed consumers
inclination towards better green practices and awareness about sustainable development to
embrace digital commerce and industrial revolution in Bengaluru.
R.Balaji (2014) examined the improvement of worldwide condition through green promoting
utilizing its chances and difficulties. Have been examined the ideas like buyer obliviousness, Eco-
names and absence of normalization, talked about scarcely any contextual analyses on green
marketing. He presumes that the perspective on the customer is noteworthy to comprehend the
idea and not in fantasy purchasers are cognizant and delicate towards green items.
Mamta Goyal (2015) had watched the odds and troubles in green marketing in the Indian point of
view. The objective of his work was to look at the chances and difficulties, measures taken by the
legislature in such manner and the examination reasons that there will be radical changes in
exchange and trade over the world, in the event that it is executed carefully. Green advertising
presumes that end clients "Think Green, Think Eco-accommodating" for example they need a
cleaner circumstance and are anxious to "Pay" for it, possibly through more exorbitant product,
adjusted individual lifestyles, or even Government intervention.
Polonsky et.al (1994) examined the degree and importance of the association among business and
the earth, and an audit of the snares and abuses. This paper endeavored to introduce the
arrangements and thoughts of ecological promoting and to perceive how it is getting ecologically
practical. It has dissected a segment of the clarification that connections are getting an Eco- friendly
disposed thinking. The learning depended on both essential and auxiliary information alongside
contextual investigations to perceive the centrality, impact of green marketing and wellsprings of
issues. Critical disclosures of this examination was that it makes the instinct that buyers are not
significantly dedicated to improving their condition and might be intending to lay a lot of
commitment on business and organization. An ecological submitted connection may not
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just make things that have diminished their destroying sway on the earth; they may comparatively
have the decision to compel their providers to carry on in a much more ordinarily "cautious" plan.
Last purchasers and mechanical purchasers besides can oblige relationship to meld the earth into
their corporate culture and right now all affiliations limit the upsetting normal effect of their
exercises.
Ajeet Verma (2015) showed the World-wide evidence how people are getting stressed over the
earth and are changing their lead as requirements be. Along these lines, there is a creating business
segment for practical and socially able things and organizations. The objective of this paper was to
introduce the terms and thoughts of Eco-Labeling and to find reasons why affiliations are grasping a
green advancing hypothesis and its issues. The investigation depended on optional information and
contextual investigations. An experimental investigation is directed wherein the segments of Eco-
Labeling blend is concentrated according to Indian purchaser points of view, to recognize and
separate the parts of green washing utilizing pilot study, self- managed poll and perception
strategies for gathering the essential information and perform examination utilizing factual devices
like SPSS. The optional information is gathered through different diaries, articles, contextual
investigations, papers and web sources. Not many Indian commercials were watched and
deciphered by arbitrary members to contemplate green advertising blend. Likert scale strategy is
utilized in survey and through convenience examining the poll was filled. Percentage analysis, F-test
and ANNOVA Test were done to contemplate the green marketing blend and its relationship with
Indian purchasers. The significant discoveries proposed Eco-Labeling is about principal change in
the open field that joins customers, creators and the overall business structure inside which they
orchestrate. It will prompt monetary blast for all the applicable entertainers of market. In view of
the analysis, recommendations and conclusions were accommodated for future exploration.
Jaya Tiwari(2016) examined the Eco-Labeling initiatives in India and says changing purchaser
conduct on green items and their mindfulness will be noteworthy to diminish harm to the earth,
which has given the associations adequate motivations to exploit different business openings and
advance green products. Along these lines, the objective of the assessment is to adjust Green
promoting, its significance and difficulties. The examination received exploratory examination
approach utilizing optional information and writing audit. The examination presumes that the
origination of Eco-Labeling is in beginning phase and open are set up to follow through on premium
cost for Eco-friendly products on the assumption that they are less influencing the earth. Thus there
is a necessity for Eco promoting and a prerequisite for a move in the buyer's lead and mien towards
more prominent condition and big-hearted lifestyles.
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Shaheed Sukhdev (2014) perceived three explicit pieces of green buyers and researches the
troubles and openings associations have with Eco-Labeling and advancements. The paper audits the
current instances of Eco-Labeling in India and portrays the motivation driving why affiliations are
getting a handle on it and conceivable predetermination of green marketing. The paper relied upon
sensible examination of cases related to overall examples of Ecological progress across various
countries. Basic disclosures joins Eco-Labeling is essential to spare world from contamination, how
clients can be secured with displaying. It should not to be considered as a singular estimation rather
it has an ecological and cultural measurement to it. Reusing of paper, metals, plastics, and so forth
in a safe and naturally harmless manner should wind up being extensively more arranged and
complete. It needs to change into the overall norm to utilize vitality capable lights and other
electrical item. Advertisers comparatively have the duty to make the customers understand the
essential for and focal points of green things when stood apart from non green ones. Moreover, how
buyers are on edge to pay more to keep up a cleaner and greener condition.
Pavan Kumar P S (2017) inspected why Eco-Labeling bolsters a wide degree of exercises,
including product adjustment, changes to the creation strategy, packaging changes, and altering
publicizing. This paper centers to research the degree of perception of Indian buyers about green
items and practices, likewise measures the ecological assessments of the customers to perceive the
brands, customer join forces with green exhibiting practices. The examination investigates the
tendencies of Indian purchasers about Eco-Products to recognize the parts that impacts the
customer inclination to buy Eco-friendly products and to appreciate the issues and troubles of
green marketing practices. It was a study based exploration where convenience sampling was used
to amass the essential information close by auxiliary information from different diaries, articles and
so on. Vital Findings merge respondents checked on pondered the green items and practices. At any
rate the majority of the respondents didn't consider the activities taken for impelling green
propelling practices by focal/state government, NGOs and business houses in India recommending
essential for better publicizing correspondence from these substances and need to unequivocally
provide for the clients about their green activities. News Paper and Television were seen as the
most referred to wellsprings of data concerning green products to the buyers. The examination
derives that Green marketing ought not to be considered as only a solitary extra way to deal with
oversee advancing, rather ought to be searched for after with progressively basic significance as it
has social and customary estimations. At long last, buyers, present day purchasers and providers
need to brace the endeavors to confine the negative impacts of nature, inviting and promoting for
Eco-labeling expecting astonishingly greater centrality and
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significance in developing nations like India. This evaluation wraps up with a call to different parts
other than vehicle division in addition to search for Eco-friendly genuine activities to help extended
length improvement in the economy.
Devakumar G et.al (2016) investigated the Eco-friendly technique for achieving high ground in
business condition. Test assessment is driven on green publicizing strategies for common items.
The goal was to find the association between various advancing marketing mix strategies and their
impact on displaying legitimacy. Data were used to discover results, where it demonstrates that it
should be remembered for the web and web based systems for network progression to construct
care and arrangement of pull in the commercial center, which is vital for making mass care on the
use of green items. The key disclosures of the assessment reflects purchasers have a strong
inspiring aura towards Green Marketing, Consumers are logically aware of characteristic issues,
Consumers agreed that in future more buyers would support common items and Majority of
purchasers imparted that distinctive regular items on the racks of the store is barely inconvenient.
2.1 Gap in Review of Literature
The preliminary literature review uncovered that ecological data qualities that Influences intuitive
responsiveness had not yet been attempted in past investigates. Beside this, the enthusiastic
emotional connection in the pre-buy setting of green items had not yet been investigated.
2.2 Objectives of the Study
1. To promote ethical consumerism and know the importance of Eco-Labeling in
consumer purchase decisions.
2. To find the consumer’s environmental concerns.
3. To find whether consumers are willing to pay extra for ecological
balance and environment protection.
3. Research Methodology
An empirical study is conducted using primary data wherein the components of Eco-Labeling are
studied as per Indian consumer perspectives with reference to Bangalore. The learning is intended
to differentiate the aspects of Eco-Labeling practices, using Eco-Labels, purchase behavior of
consumers and promoting ethical consumerism through pilot study. As per the methodology 384
sample respondents data has been collected and performed analysis using the
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analytical software i.e. SPSS. Likert scale technique is used in questionnaire and through
convenience sampling with 5-7 scales. The questionnaire measured the impact of the Eco- Labeling
belief, price of products, consumer awareness, influencing elements of green products and ethical
consumerism practices etc. Data collection is done using Google forms and analysis carried out
using SPSS. The Percentage analysis, F test and ANNOVA test were done to study the relationship
between Eco-Labels and ethical consumerism in association with purchase behavior and purchase
intention of consumers in Bangalore. Based on the analysis suggestions and conclusions were
provided for future research.
3.1 Research Design This study is descriptive & quantitative in nature. The model shows Eco-Labeling as autonomous
factors which impact ethical consumerism. Other factors as like occupation, age, gender, educational
level are moderating or dependent variables.
Dependent Variables Independent Variables
Green Marketing Elements Consumer intention & Behavior towards Green
Products
a. Eco-Labeling Occupation
b. Price for Green Products Age
c. Consumer awareness Gender
d. Influencing elements of green products Educational level
e. Ethical Consumerism Price
3.2 Hypothesis
H0- There is no considerable connection between knowledge of Eco-labeling of products and
Consumer attitude towards making premium payment.
H0- There is no considerable connection between price of products and Eco-Labeling.
H0- There is no considerable connection between Eco-Labeling and ethical consumerism on
green products
On the basis of the literature review and identification of dependent and independent variables
the above hypotheses are made to do the data analysis.
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4. Data Analysis
Table 4.1: Summary of Demographic variables Demographic variables Percentage
Gender Male 54.0% Female 46.0%
Total 100%
Occupation Student 39.3% Private Employee 39.5% Govt.Employee 9.5% Business 10.5% Others 1.2%
Total 100%
Age Group 15-20 yrs 19.0% 21-25 yrs 33.3% 26-30 13.7% 31-35 15.0% 35 & above 19.0%
Total 100%
Educational level Secondary level 3.0% Under Graduate 20.5% Graduate 22.0% Post Graduate 7.0% Post Graduate & above 47.5%
Total 100%
The result depicts the energy and zeal of individuals about eco-labeled products and their
commitment towards ecological maintainability guided towards their readiness to pay more on the
natural and organic products. Marketing elements, for example, product, package and accessibility
etc., found to be more influential for the consumer choice towards green products. Count of how
they became aware of Eco-Labeled products is through television is 55.5%, news papers 15.0%,
social media 2.0%, magazines 8.0%, class lectures 14.0%.
Count of Eco-friendly factors which influenced to buy Eco-Label promotion stands at 6.5%,
packaging 5.8%, product 26.8%, price 13.3% and all the above is 47.6%. The survey says 21.5% of
people affected by the phenomenon of green washing, 48.9% say not cheated by name of green
products and 29.7% say they are not aware of green washing. 35.7% people believe Eco- Labeling is
necessary for ethical consumerism although study revealed Over 35% of consumers claim that they
pay attention to the social and environmental records of companies whose products they buy. The
market share for ethical products, however, hovers around 3%.
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4.1. INFERENTIAL STATISTICS: TESTING OF HYPOTHESES
4.1.1 Knowledge of Eco-Labeled products (Package and design)
and the attitude of consumers
The following table shows the analysis of knowledge of Eco-Labeled products and the attitude of
consumers wherein Means are computed with standard deviation.
Report
Table 4.2 Green Marketing Practices I have knowledge about Eco- labeling
Consumer Attitude I am
willing to pay a premium
price for an eco-friendly
product
Mean N Std. Deviation
strongly disagree 2.500 18 1.9174
disagree 3.860 43 2.1446
somewhat disagree 3.600 40 1.7365
neutral 5.000 67 1.1415
some what agree 5.270 74 1.1140
agree 5.648 71 1.2433
strongly agree 5.930 71 1.4074
Total 4.953 384 1.7246
The above table gives the comparison of means of both the knowledge of consumers and their
attitude, out of the 384 respondents 71 are strongly agree to pay a premium price for an eco-
friendly products and they have a knowledge of existence of Eco-Labeling.
Table 4.3: ANOVA Table
Sum of
Squares
df Mean
Square
F Sig.
Green Marketing
Practices I have
knowledge about Eco-
labeling * Consumer
Attitude I am willing to
pay a premium price
for an eco-friendly
product
(Combined) 342.454 6 57.076 27.008 .000
Between
Groups
Linearity 308.316 1 308.316 145.895 .000
Deviation from
Linearity
34.138 5 6.828 3.231 .007
Within Groups 796.702 377 2.113
Total
1139.156 383
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The outcomes of the study was as expected where as the knowledge about Eco-Labeling has
significant impact on the consumer attitude .The significant value(P-Value) for all statements is
0.00, which is less than 0.05 which indicates the significance of the statement.Table 4.4: Measures of
Association
R R Squared Eta Eta Squared
Green Marketing Practices I have
knowledge about Eco- labeling *
Consumer Attitude I am willing to pay
a premium price for an eco-
friendly product
.520 .271 .548 .301
As per the measures of association the R-square value says knowledge of Eco-Labeling explain the
consumer attitude up to 27%.
Report
Table 4.5: Green Marketing Practices I have knowledge about Eco-labeling
Consumer Attitude I
understand the information on eco-friendly
products
Mean N Std. Deviation
strongly disagree 1.944 18 1.3921
disagree 2.440 25 1.7578
somewhat disagree 2.833 18 1.2948
neutral 4.904 52 1.0527
some what agree 5.012 85 1.1180
agree 5.674 138 1.3354
strongly agree 6.063 48 1.1743
Total 4.953 384 1.7246
The table gives the comparison of means of both the knowledge of consumers and their attitude,
out of the 384 respondents 138 agree to understand the information for an eco-friendly products
and they have a knowledge of existence of Eco-Labeling.
Table 4.6: ANOVA Table
Sum of
Squares
df Mean
Square
F Sig.
Green Marketing
Practices I have
knowledge about Eco-
labeling * Consumer
Attitude I understand
the information on eco-
friendly products
(Combined) 532.906 6 88.818 55.232 .000
Between
Groups
Linearity 492.282 1 492.282 306.128 .000
Deviation from
Linearity
40.624 5 8.125 5.052 .000
Within Groups 606.250 377 1.608
Total 1139.156 383
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The outcomes of the study was as expected where as the knowledge about Eco-Labeling has
significant impact on the consumer attitude towards understanding about the information on eco-
friendly products .The significant value(P-Value) for all statements is 0.00, which is less than
0.05, which indicates the significance of the statement.
Table 4.7: Measures of Association
R R Squared Eta Eta Squared
Green Marketing Practices I have
knowledge about Eco- labeling *
Consumer Attitude I understand the
information
on eco-friendly products
.657 .432 .684 .468
As per the measures of association the R-square value says knowledge of Eco-Labeling explain
the consumer attitude up to 43%.
4.1.2 CONSUMER ATTITUDE TOWARDS PRICE AND PURCHASE OF ECO-LABEL PRODUCTS
Report
Table 4.8: Consumer Attitude I am willing to pay a premium price for
an eco-friendly product
The table gives the comparison of means of both consumers attitude towards price and purchase
Purchase Intention I buy
green products even if they
are more expensive than
non-green products
Mean N Std. Deviation
strongly disagree 1.955 22 1.3266
disagree 2.351 37 .9194
somewhat disagree 3.345 29 1.1109
neutral 4.206 63 1.3339
some what agree 4.847 72 1.2063
agree 5.409 88 1.0682
strongly agree 6.411 73 1.1647
Total 4.648 384 1.7771
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of Eco-Labeled products, out of the 384 respondents 88 agree to buy green products even if they
are more expensive than non green products and they willing to pay a premium price for an eco-
friendly product.
Table 4.9: ANOVA Table
Sum of
Squares
df Mean
Square
F Sig.
Consumer Attitude I
am willing to pay a
premium price for an
eco-friendly product *
Purchase Intention I
buy green products
even if they are more
expensive than non
green products
(Combined) 697.019 6 116.170 85.452 .000
Between
Groups
Linearity 690.734 1 690.734 508.091 .000
Deviation from
Linearity
6.286 5 1.257 .925 .465
Within Groups 512.520 377 1.359
Total
1209.539 383
The outcomes of the study were as expected where the consumer attitude about price has
significant impact on the consumer purchase intention of green products even if they are
expensive. The significant value (P-Value) for all statements is 0.00, which is less than 0.05 which
indicates the significance of the statement.
Table 4.10: Measures of Association
R R Squared Eta Eta Squared
Consumer Attitude I am willing to pay
a premium price for an eco-friendly
product * Purchase Intention I buy
green product even if they are more
expensive
than non green products
.756 .571 .759 .576
As per the measures of association the R-square value says the consumer attitude towards paying a
premium price for eco-friendly products and purchase intention of consumers explain the
inclination for green products by 57%.
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4.1.3 Purchase behavior of consumers towards Eco-Label
products and ethical consumerism.
Report
Table 4.11: Purchase Behavior I make a special effort to buy
recycled products
The table gives the comparison of means of both consumers purchase behavior towards recycled or Eco-
Friendly products and ethical consumerism, out of the 384 respondents 134 strongly agree to not support
environmentally irresponsible companies and make special effort to buy recycled products.
Table 4.12: ANOVA Table
Sum of
Squares
df Mean
Square
F Sig.
Purchase Behavior I
make a special effort
to buy recycled
product * Purchase
Behavior I will not buy
a product if the
company which sells it
is environmentally
irresponsible
(Combined) 405.176 6 67.529 34.284 .000
Between
Groups
Linearity 397.311 1 397.311 201.713 .000
Deviation from
Linearity
7.865 5 1.573 .799 .551
Within Groups 742.571 377 1.970
Total
1147.747 383
Purchase Behavior I will not
buy a product if the company
which sells it is
environmentally
irresponsible
Mean N Std. Deviation
strongly disagree 2.435 23 2.1283
disagree 2.750 20 1.8317
somewhat disagree 2.885 26 1.1429
neutral 3.857 35 1.0331
some what agree 4.609 46 1.0848
agree 5.040 100 1.3098
strongly agree 5.522 134 1.4701
Total 4.628 384 1.7311
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The outcomes of the study were as expected where the consumer purchase behavior about ethical
consumerism has significant impact on the consumer purchase behavior towards buying recycled products
even if they are expensive. The significant value (P-Value) for all statements is 0.00, which is less than
0.05 which indicates the significance of the statement.
Table 4.13: Measures of Association
R R Squared Eta Eta Squared
Purchase Behavior I make a special
effort to buy recycled product *
Purchase Behavior I will not buy a
product if the company which sells it
is environmentally
irresponsible
.588 .346 .594 .353
As per the measures of association the R-square value says the consumer purchase behavior
towards ignoring environmentally irresponsible companies and consumer special effort to buy
recycled products to promote ethical consumerism explain the inclination for green products by
34.6%.
4.2 RELIABILITY TESTING
To find out the consistency of statements grouped to check the hypothesis, cronbach’s alpha,
Spearnman-Brown coefficient and Guttman Split Half coefficient has been calculated, the reliability
test confirms the statements are having excellent reliability between different items.
Table 4.14: Reliability Statistics
Cronbach's Alpha Cronbach's Alpha Based on
Standardized Items
N of Items
.966 .959 45
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5. FINDINGS AND CONCLUSION
The findings of this study necessitate rejecting the null hypotheses and accepting the alternative
hypotheses. The results validate Eco-Labeling plays a vital role in environment as well as consumer
protection. It was found that there is considerable connection between knowledge of Eco-labeling of
products and Consumer attitude towards making premium payment. There is considerable
connection between price of products and Eco-Labeling which tends to go high. And, there is
considerable connection between Eco-Labeling of products and ethical consumerism as far as
consumer behavior is concerned while selecting and using environmentally responsible companies
which sell products ethically.
35.7% people believe Eco- Labeling is necessary for ethical consumerism although study revealed
Over 35% of consumers claim that they pay attention to the social and environmental records of
companies whose products they buy. From the sample size of the 384 respondents 138 agree to
understand the information for eco-friendly products and they have knowledge of existence of Eco-
Labeling. Also, out of the 384 respondents 71 are strongly agree to pay a premium price for eco-
friendly products and they have knowledge of existence of Eco- Labeling. Out of the 384
respondents 134 strongly agree to not support environmentally irresponsible companies and make
special effort to buy recycled products. The reliability statistics proves consistency in results up to
96.6%.
It considers and further approves comprehension of green advertising and the person's
consciousness of environmental merchandise (package and plan of eco-friendly disposed items) has
a huge relationship according to the investigation. On the other hand, end clients outlook towards
addressing an exceptional cost for eco-cordial merchandise and buying objectives to follow through
on more cost than non-green items was found significant. Information on eco- mark items and
unique endeavors to purchase merchandise that are produced using utilized material. Additionally,
ecological effect of person's activities and changing utilization design for natural reasons found to
huge. At last person's obligation towards the earth and endeavors of the person's to diminish the
use of plastic has a critical relationship.
An enquiry on chosen factors highlighting the importance of ecological conviction shows critical
effect on the buy goal of the end clients. The package and configuration includes another aspect in
the advertising of green items which finds a critical effect on shopper conduct and buy goal. People
are naturally capable and putting forth earnest attempts to diminish the use of plastic.
National Conference Proceedings on Emerging Trends -Challenges and Opportunities in Business and Technology
Brindavan Research Journal Volume 1, Issue 1, December 2020, 236
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