Big Data Analytics for Robust Decision Making in Complex Business Markets

International Journal of Engineering

Business Management
Consumers perception on green marketing Volume 15: 1–14
© The Author(s) 2023
towards eco-friendly fast moving consumer Article reuse guidelines:
sagepub.com/journals-permissions
DOI: 10.1177/18479790231170962
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K Pradeep Reddy1, Venkateswarlu Chandu2, Sambhana Srilakshmi3, Elia Thagaram4,

Ch. Sahyaja5, and Bernard Osei6,7 

Abstract
In today’s commercial world, ecological concerns have become increasingly essential. A lot of governments care about envi-
ronmental issues. Sustainable development that doesn’t harm the environment is a major concern for companies today. The term
“green marketing” describes the strategy of promoting and selling goods and services because of their positive impact on the natural
world. Either the product or service itself is environmentally friendly, or the manufacturing process, packaging, and marketing are
modified to be more eco-friendly. Concerns about how products harm the environment have recently been expressed by both
manufacturers and consumers. Lead-free paint, organic foods, and low-power (or “energy-efficient”) electrical equipment are
examples of products that consumers and manufacturers are focusing on as being “green” or ecologically friendly. Additionally, the
importance of the green marketing idea is becoming more and more apparent to marketers. Though numerous green marketing
studies have been conducted globally, there hasn’t been much academic research on consumer perception and preferences in India.
This study explores consumer green ideals, environmental knowledge, green behaviours, and green products in addition to
providing a brief review of environmental challenges. This article emphasises consumer views of and favorites for green marketing
tactics and goods through the use of a planned questionnaire. To study was lead on 702 respondents. Customers demonstrated a
high level of knowledge about eco marketing tactics and products. The respondents also showed strong environmental values.
Research has offered helpful insights for green product marketers owing to the great perceived eco cost amongst customers, and it
emphasises essential for creating marketing communication campaigns promoting green products.

Keywords
Consumers attitude, eco-marketing, consumer buying behaviour

Date received: 2 August 2023

1
School of Management, SAGE University, Bhopal, India
2
KL Business School, KoneruLakshmaiah Education Foundation,
Introduction Vaddeswaraam, India
3
Department of Commerce, Dr.Lankapally Bullayya College,
Consumers are paying more attention to green consumerism Visakhapatnam, India
4
as a result of the oil crisis and rising environmental con- School of Management and Commerce, Malla Reddy University,
Hyderabad, India
cerns. Consumers are willing to purchase green products 5
Gitam Business School, Gitam University, Hyderabad, India
because of environmental concerns. 6
Kwame Nkrumah University of Science and Technology, Kumasi, Ghana
Rapid population increase and excessive consumption 7
Applied Science Research Center, Applied Science Private University,
of goods and services are having a negative impact on Amman, Jordan
Earth’s ecosystem. Extreme resource depletion leads to
Corresponding author:
imbalance, which in turn contributes to problems with Bernard Osei, Kwame Nkrumah University of Science and Technology,
weather fluctuation around the globe and disasters like Accra Rd, Kumasi, Ghana.
tsunamis, earthquakes, etc. In light of this, there are a Email: bosei26@st.knust.edu.gh

Creative Commons CC BY: This article is distributed under the terms of the Creative Commons Attribution 4.0 License
(https://creativecommons.org/licenses/by/4.0/) which permits any use, reproduction and distribution of the work without
further permission provided the original work is attributed as specified on the SAGE and Open Access pages (https://us.sagepub.com/
en-us/nam/open-access-at-sage).
2 International Journal of Engineering Business Management

number of issues that constitute a danger to every country · Change in manufacture process
on Earth.1 · Packaging variations
Current ecological and societal changes can be traced · Advertisements
back to human actions, making society primarily respon- · The agreement of all of these corporate sustainability
sible for their consequences. Carbon dioxide (CO2) is re- methods is referred to as green marketing.
leased when fossil fuels like oil, coal, gas, etc. are burned,
and this is just one of several causes that contribute to global Green marketing refers to promoting goods and services
warming (GW). In addition, population expansion is a because of their positive impact on the natural world. The
major anthropogenic contributor to GW. More people re- means through which such a product or service is manu-
quiring food means more vehicles on the road, which means factured, shipped, or packaged may be kind to the planet.6–8
more carbon dioxide emissions. More people means more The term “green marketing” is used to describe an orga-
carbon dioxide (CO2) in the atmosphere, which in turn nization’s efforts to create, promote, price, and distribute
means more warming. Trees absorb carbon dioxide and environmentally friendly goods.
release oxygen; nonetheless, they are frequently felled by
people for the construction of buildings, roads, and trans-
portation, as well as to satisfy other, more immediate Green products and marketing practices
demands.2–4 Without ever receiving anything in return, we
There is currently no agreement on what constitutes “Eco.” As
continue to extract as much value as possible from our
of now, there is no universal agreement on what constitutes a
natural resources.
“green” product. Although there is no universal definition of
There was an outcry among environmentalists who felt
“green,” the following are some features shared by several
their sensibilities were hurt by this. The time has come for
commonly accepted examples of green commodities:
government to step in. The public outcry from active en-
vironmentalists, government policies, and other stake-
· Goods that is safe or healthy
holders has put pressure on businesses to provide
· Biodegradable or made of recyclable resources
environmentally friendly products. Packaging and other
· Durable (long-lasting)
marketing efforts, as well as the business itself, must be
· Degrades naturally
environmentally friendly. So the term “green marketing”
· Sustainable
emerged.
· Recycled things
· Made in the area.

Eco marketing
The rising demand for “eco-friendly” items can be attributed
Changing dynamics of green issues in India
to the growing awareness of the need of protecting the and world
environment among consumers and business owners alike. Figure 1 With its exponentially growing economy, India is
Companies have improved their manufacturing processes to one of the BRIC (Brazil, Russia, India, and China) countries.9
provide more environmentally friendly goods in response to Due to the evolving nature of urban lifestyles and customer
shifting consumer preferences.5 As a direct result of this preferences, it is imperative that researchers pinpoint this new
eco-friendly strategy, several new programs were launched, generation of consumers with a strong emphasis on critical
including: thinking. Since at least 2009, industrialized nations like the

Figure 1. Conceptual Framework for consumer’s green consciousness.

Reddy et al. 3

United States have been aware of the problem and have taken depend on their ability to identify and cater to the needs of
small and significant steps to address it.10 the consumers that make up that market. This research will
Determining Our Impact on the Environment Com- shed light on the true expectations of green product con-
modity prices will rise as the planet struggles to keep up sumers and their willingness to embrace environmentally
with the increasing demand caused by humanity’s massive friendly items that will assist reduces future environmental
ecological imprint. deterioration.
In one way or another, “Green” affects every person on
Earth. Customers, stockholders, and employees are just a
few of the people who benefit from a company’s operations.
Review of literature
Because of this, CEOs (Chief Executive Officers) who are Roberts (1995) tried to categorize US consumers based on
aware of the new requirements are taking steps to green their their propensity to make ethical purchases and to exhibit
businesses and their products.11–13 They realize the benefits other characteristics indicative of this group. Age, sex, level
of portraying their company as a frontrunner, an innovator, of education, income, and kind of employment were the five
and a steward of society and the environment. demographic variables examined.21 Consumers’ willing-
Businesses are increasing their internal and external com- ness to engage in socially responsible behavior was also
munications, releasing comprehensive sustainability reports, predicted by four underlying attitudes: environmental
and running pricey advertising and web campaigns to appeal to concern, liberalism, PCE (Perceived Consumer Effective-
the influential consumers who prefer to do business with or- ness), and alienation.
ganizations that have demonstrated their commitment to the With the help of cluster analysis, the data was divided
environment. Commercials for huge firms spending millions to into four categories: The “Socially Responsible” consumer
highlight their commitment to sustainability and create cluster, which scored best for social consciousness, also
awareness of innovative new products and services are likely to scored highest for ecological consciousness, even more so
appear in any issue of Fortune or Business Week or on any than the “Green” consumer cluster. Customers in this
television news program. segment had greater levels of PCE and were also more
tolerant and ecologically conscious. They also had higher
rates of marital stability, homeownership, and educational
Environmental law and governing authorities in India attainment.
Indian law regarding the environment: The Constitution Customers with the highest PCE and concern for the
mandates environmental safeguarding and improvement. environment made comprised the third category, known as
It’s a symbol of how serious a country is in establishing a the “Greens.” There were more women than men in this
welfare state. A lack of a constitutional language explicitly group, and they were more likely to be married, educated,
recognizing the right to a “healthy and unpolluted” envi- and own their homes. The psychographic profile of green
ronment has been exacerbated by recent judicial consumers was tried by Shrum et al. (1995) based on the
decisions.14 attitudes, beliefs, and interest in purchasing green
There were several tweaks made to the Constitution’s products.22
Seventh Schedule as a result of the changes. Forest and Using factor analysis, we were able to identify five
Wildlife, which previously appeared on the State list, have distinct aspects of consumers’ mindsets and behaviors re-
been transferred to the Concurrent list.15–18 The Indian lated to shopping: hedonic buying, opinion leadership, item
parliament has clearly made environmental protection a interest, brand loyalty, and prudence. Relationships between
priority by placing it at the top of the national agenda. In attitude and belief factors and intentions to purchase green
addition to the fundamental rights that are still enforceable products were investigated using regression analysis, with
by a court, judges are increasingly applying the directive separate analyses performed for men and women (making
principles as a complement. particular efforts to buy green items and switching brands to
According to Article 39 of the Indian Constitution, the buy green products). The findings revealed a substantial
government is responsible for distributing the country’s relationship between going out of one’s way to buy green
material resources in a manner that benefits the public as a items and following the advice of influential people, being
whole and ensuring that its citizens continue to have access curious about new products, and making deliberate pur-
to and control over those resources.19 Article 47 states those chases, but not with making spontaneous purchases or being
improving residents’ diets, living conditions, and health is a devoted to a specific brand.
primary priority for the state.20 Only product interest was strongly connected with brand
The study will aid in solving the difficulties of contacting switching for the purpose of purchasing eco-friendly goods.
the environmentally conscious consumer, opening up new It was found that people who said they would go out of their
markets for producers and sellers of eco-friendly goods. way to buy eco-friendly products were more likely to be
Many businesses’ success in the growing green market will leaders in their social circles, curious in cutting-edge
4 International Journal of Engineering Business Management

technologies, frugal, and price-conscious. In addition, Marketing Association (AMA) defines green marketing. By
shoppers who are more likely to actively seek out eco- Linu James (2021) aims to examine consumers’ knowledge
friendly products have been found to be highly cynical of of and interest in eco-friendly goods. However, one of the
marketing. key tenets of green marketing is that customers will pay
Manufacturers and consumers alike have voiced con- more for an eco-friendly option.24 Information was gathered
cerns over the environmental impact of products during the from 114 participants using a well-structured, closed-ended
past few decades. Low power consumption (energy- questionnaire. Percentage analysis, a chi-square test, and a
efficient) electrical appliances, organic foods, lead-free Friedman test were used to examine the data. The study’s
paints, recyclable paper, and phosphate-free detergents findings, which look at current conditions and the variables
are just a few examples of the products that consumers and that make green products more appealing to customers, are
producers alike have focused on as part of a larger optimistic.
movement toward “green” or environmentally friendly There has been a dramatic growth in the number of
options. The Green Marketing Concept is not lost on India’s substitute and supplementary goods in the market recently.
businesspeople, either. Although numerous studies have With no clear path forward, shoppers are torn about
been undertaken on green marketing in various parts of the making a purchase. There’s no doubt that having these
world, there has been a dearth of scholarly inquiry into items on the market is good for business, but the question is
Indian consumers’ attitudes and preferences in this area. whether or not they’re being used in a way that takes
This study summarizes current environmental concerns and environmental concerns into account. It’s not enough to
assesses consumers’ green values, as well as their level of sustain a thriving economy, and there aren’t enough re-
understanding of these concerns and the benefits of eco- sources to go around. There must be a middle ground
friendly goods and methods. In this article by Mayank between its usefulness and its eventual demise. While
Bhatia (2013), he uses a questionnaire to shed insight on companies can be worried about their bottom lines, it’s
how customers feel about green marketing tactics and possible to make goods without negatively impacting the
products. A total of 106 people participated in the study. It natural world. Recently, marketing professionals have
was discovered that customers have a high level of been talking a lot about environmental concerns. Entre-
knowledge regarding green marketing strategies and preneurs have begun to adjust their practices in response to
products. The respondents also had significant levels of the growing environmental consciousness of the general
green values. Due to the high green value held by con- public. Marketers and consumers alike are making the
sumers, studies have provided useful insights for green conversion to eco-friendly products as they become more
product marketers and suggested the necessity to build aware of the dangers posed to the planet by human ac-
marketing communication campaigns supporting green tivities such as global warming, the use of non-
products.23 Regression research shows that consumers are biodegradable solid waste, and the emission of toxic
more likely to purchase and prefer green items over con- chemicals. Rakesh Dondapat’s (2019) research study seeks
ventional products when they believe that the companies to decipher how consumers’ attitudes about eco-friendly
selling those products take green marketing seriously, are products affect their purchasing decisions.25
knowledgeable about green products, and share their values. Recently, both producers and consumers have voiced
In today’s commercial world, ecological concerns have worries about their products’ effects on the environment.
become increasingly essential. A lot of governments care Low-power (energy-efficient) electrical appliances, organic
about environmental issues. Sustainable development has foods, lead-free paints, recyclable paper, and phosphate-free
emerged as an important topic in modern business. The term detergents are just a few examples of the “green” items that
“green marketing” describes the strategy of promoting and consumers and producers are increasingly interested in.
selling goods and services because of their positive impact Also catching on is the significance of the green marketing
on the natural world. Product redesign, manufacturing concept in India. Although there is a wealth of literature on
process overhaul, sustainable packaging, and marketing green marketing from all over the world, there is a dearth of
shifts are just few of the ways in which such a good or studies examining Indian consumers’ attitudes and prefer-
service can be made more environmentally friendly. The ences. This study presents a concise overview of envi-
current paper provides a comprehensive literature review of ronmental concerns and highlights consumer green values,
green marketing from a number of different perspectives, environmental consciousness, and green product prefer-
including customer awareness, the connection between ences. Using a questionnaire, K. Susmitha (2018) draws
customer awareness and usage of green products, the effect attention to how customers feel about green marketing and
of green products, and the benefits of the green products the items it promotes. The study included 500 people.26 It
themselves. “The study of the positive and negative aspects was discovered that customers have a high level of
of marketing activities on pollution, energy depletion, and knowledge regarding green marketing strategies and
non-energy resource depletion” is how the American products. The respondents also had significant levels of
Reddy et al. 5

green values. Due to the high green value held by con- research finds are crucial to increasing green purchase in-
sumers, research has provided useful insights for green tention among the general population.29 According to the
product marketers and suggested the necessity of building study’s findings, the quality, durability, and variety of green
marketing communication campaigns supporting green products are major factors in customers’ appreciation for
products. and adoption of those products’ eco-friendly qualities.
Originating in the 1980s, when the term “Green Mar-
keting” was first used. Green marketing has received in-
creased attention from both manufacturers and consumers Research gap
as a result of climate change, rising global temperatures, and Green marketing is a method of advertising and pushing
expanding industrialization. According to a recent survey, products and services that have a beneficial effect on the
corporate social responsibility is becoming an increasingly environment. Either the product or service is inherently safe for
important issue for many businesses. They recognize that the ecosystem, or the production, packaging, and promotion
social responsibility is an effective means of establishing are altered to reduce their negative impact. Both producers and
credibility in the eyes of the buying public. Customers’ buyers have lately voiced worries about their products’ en-
views on companies with green policies and products like vironmental impacts. Consumers and businesses are increas-
low power consumption (energy efficient), organic food, ingly interested in “green” or environmentally favorable
lead free paints, recyclable papers, phosphate free deter- goods, such as lead-free paint, organic foods, and low-power
gents, electrical appliances, etc. are shifting as environ- (or “energy-efficient”) electrical equipment. There’s more and
mental concerns grow. Ms M Padmaja Vani’s (2022) more recognition among marketers of the significance of the
research paper is an effort to learn more about Bangalor- green marketing concept. There have been a lot of studies on
eans’ opinions on eco-friendly advertising.27 In total, green marketing internationally, but not as much on how
100 people filled out the survey. The respondents were Indian consumers feel about it.
selected using a convenient sampling method. Primary data
has been collected from a sample of respondents using a
standardized questionnaire. According to the data, there’s a
tight connection between green customer ideals, product
Research methodology
attributes, and consumer perception. Researchers found that Need for the study
shoppers’ decisions were significantly affected by their
knowledge of green marketing. The preceding section’s explanation of how environmental
concerns and actions have evolved in importance in modern
“Green marketing” is the promotion of goods and services that society provides context for the study’s contemporary rel-
are thought to be harmless to the natural world. When com- evance.30 In contrast to now, fewer people in the early 1970s
pared to traditional marketing, green marketing stands out for and especially in the 1990s gave serious thought to how
its emphasis on promoting goods that are easier on the envi- their purchases would affect the environment.
ronment. Ecological marketing is another name for this prac- Conventional means of obtaining and using commodi-
tice. These initiatives are expanding rapidly in all corners of the ties, such as voting and reducing energy use. The con-
globe, and they play a crucial part in informing shoppers about nection between environmental concerns and shopper
the benefits of eco-friendly products and how they affect the actions is not well understood. The degree to which retailers
environment. Anupreet Kaur Mokha’s 2018 research seeks to of environmentally friendly goods can meet their clients’
examine the results of eco-labeling, eco-branding, and envi- expectations is unclear. The cities of Vijayawada and Vi-
ronmental advertising on customer purchasing decisions.28 The sakhapatnam in Andhra Pradesh, India, were selected for
aim has been analyzed using a linear regression method. Ac- this study because of their proximity and potential for
cording to the findings, environmental marketing tactics like bridging the gap. The following are some of the reasons why
using eco-labels and eco-brands have a favorable and mea- this study was done.
surable effect on consumers’ propensity to make purchases.
Objectives of the study
There has been a rapid global expansion of environ-
mental consciousness. Businesses in the marketing industry · To investigate how consumers’ awareness of envi-
are also taking action to address environmental concerns by ronmental issues influences their preferences when
adopting “green” marketing practices. Among Indian cus- shopping for eco-friendly goods,
tomers, there has been a rise in knowledge of Green mar- · To investigate how different types of customers,
keting. Attitudes toward the environment, social influence, based on their knowledge of environmental issues
health consciousness, and perceived consumer effectiveness and preferences for green products, might be
are the four aspects that Ms R. Vijayalakshmi’s (2021) differentiated.
6 International Journal of Engineering Business Management

· To investigate how extensive consumers’ knowl- Table 1. Respondents’ opinion on Need for change in consumer
edge of green products is before they make a attitude towards green products classified with Gender.
purchase. Gender Need for change
· The goals of this research are to better understand
the specific factors that drive consumers to pur- Frequency
chase organic foods, green electronics, and eco Percent
vehicles; Row percent
· To better understand the difficulties consumers face Col. Percent Yes No Total
when searching for green products; and to better Male 339 43 382
understand the implications of these findings for 48.29 6.13 54.42
green marketing organizations as they work to create 88.74 11.26
innovative eco marketing strategies. 53.39 64.18
Female 296 24 320
42.17 3.42 45.58
92.50 7.50
Hypotheses of the study 46.61 35.82
Total 635 67 702
H01: The need for change in consumers’ assertiveness to 90.46 9.54 100.0
Eco goods is insignificant with the consumers’ gender.
H02: The need for change in consumers’ approach to Eco Table 2. Mc Nemar’s test.
products is insignificant with the consumers’ age.
H03: The need for change in consumers’ approach to Statistics 188.8171
green goods is insignificant with the consumers’ edu-
DF 1
cational qualification. Pr > S <0.001
H04: The need for change in consumers’ attitude towards
green products is insignificant with the consumers’ DF- degree of freedom.
marital status.
Measurement
Data collection methods
H01a: The opinion on need for change in consumers’
In this part, we detail the precise data requirements that
attitude towards green products is insignificant with the
will allow us to achieve the aforementioned aims of the
consumers’ gender.
study.

Interpretation
Source
Respondents’ opinion on Need for change in consumer
The data for this study will be gathered in two ways: through attitude towards green products classified with Gender
surveys and through archival research. The majority of the is given in Table 1 and the description of the McNemar
study’s necessary secondary data will come from already- test is shown above Table 2; it reveals that there are
published studies, publications, magazines, newspapers, substantial disparities in customer opinion between
textbooks, and online resources. the sexes about the necessity for a shift in consumer
The consumers’ opinions on green products will be attitude towards green products. A p-value of less than
gleaned directly from them through the use of a structured .05 indicates that the hypothesis “The opinion on need
questionnaire. for changes in consumers’ attitude towards green
products is negligible with the consumers’ gender” is
false.
Respondent Selection Consumers of both sexes, per 2H01b, need the same
level of reorientation toward eco-friendly goods.
Customers that are themselves well-informed and
knowledgeable can serve as reliable informants who
supply useful data. People who reply to the survey but
don’t know much about fast-moving consumer goods
Interpretation
(FMCG) or environmentally friendly products won’t be The Table 3 explains the Respondents’ opinion on percentage
considered. of change needed for change in customer perception to Eco
Reddy et al. 7

Table 3. Respondents’ opinion on percentage of change needed for change in customer perception to eco products categorized with
gender.
Gender Percent of change needed

Frequency
Percent
Row percent
Col. Percent Up to 10 11–20 21–30 31–40 41–50 Above 50 Total

Male 30 116 86 92 58 0 382

4.27 16.52 12.25 13.11 8.26 0.0 54.42
7.85 30.37 22.51 24.08 15.18 0.0
56.60 52.73 56.58 53.18 55.77 0.0
Female 23 104 66 81 46 0 320
3.28 14.81 9.40 11.54 6.55 0.0 45.58
7.19 32.50 20.63 25.31 14.38 0.0
43.40 47.27 43.42 46.82 44.23 0.0
Total 53 220 152 173 104 0 702
7.55 31.34 21.65 24.64 14.81 0.0 100.0

Table 4. Mc Nemar’s test.

products categorized with Gender. McNemar’s test results are
Statistics 0.8253 summarized in the Table 4 shown above, and the p-value
DF 4 (.9350) is greater than .05, which means that “the opinion on
Pr > S 0.9350 percentage of change needed in consumers’ attitudes toward
green products is insignificant with the consumers’ gender” is
supported at the .05 level of significance. As a result, there
Table 5. Respondents’ opinion on Need for change in consumer aren’t any obvious variations in terms of gender among
perception towards green products classified with Age. buyers.31–33
Age (in years) Need for change
H02: The need for change in consumers’ perception
Frequency to green products is insignificant with the consumers’
percent age.
Row percent
Col. Percent Yes No Total
H02a: The idea that consumers’ attitudes toward green
products need to change is unimportant given the age of
Up to 20 16 0 16 the consumers.
2.28 0.0 2.28
100.0 0.0
2.52 0.0
21–30 283 31 314
Interpretation
40.31 4.42 44.73
To conclude from Table 5, the p-value (.0650) is greater than
90.13 9.87
44.57 46.27 .05, suggesting that the hypothesis “The opinion on need for
31–40 233 25 258 change in customers’ attitude toward green products is unim-
33.19 3.56 36.75 portant with consumers’ age” holds true at the .05 level of
90.31 9.69
36.69 37.31
significance. As a result, there are no discernible differences in
41–50 73 11 84 consumers’ views on the urgency of a shift in consumer attitudes
10.40 1.57 11.97 toward green products based on age. Table 6.
86.90 13.10
11.50 16.42
H02b: The opinion on the required percentage shift in
51–60 21 0 21
2.99 0.0 2.99 customer attitudes toward green products is negligible
100.0 0.0 given the age of the consumer.
3.31 0.0
Above 60 9 0 9
1.28 0.0 1.28 Interpretation
100.0 0.0
1.42 0.0 Respondents’ opinion on percentage of change needed for
Total 635 67 702 change in consumer perception towards green products
90.46 9.54 100.0
classified with Age is given in Table 7. The p-value (.0001)
8 International Journal of Engineering Business Management

for the Mc Nemar’s test summary presented above Table 8 is Interpretation

less than .05, indicating that the null hypothesis “The view
on percentage of change needed in customers’ attitude Table 9 The null hypothesis “The opinion on percentage of
toward green products is unimportant with consumers’ age” change needed in customers’ attitude toward green products is
can be rejected. That suggests there are large gaps in unimportant with consumers’ age” can be rejected because the
customers’ views on the required percentage of attitude shift p-value (.0001) for the Mc Nemar’s test summary shown above
toward green products based on age. Table 10 is less than .05. That indicates significant age differ-
ences in consumers’ perceptions of the necessary percentage of
H03: The need for change in consumers’ attitude towards attitude shift toward green products.34,35 The summary of Mc
green products is insignificant with the consumers’ Nemar’s test results presented in the previous table shows a
educational qualification. p-value of .2908; this means that, at the .05 level of significance,
H03a: The opinion on need for change in consumers’ the null hypothesis “The opinion on the need for change in
perception towards green products is insignificant with consumers’ attitudes towards green products is insignificant with
the consumers’ educational qualification. the consumers’ educational qualification” is false.

Table 6. Mc Nemar’s test. Table 8. Mc Nemar’s test.

Statistics 10.3854 Statistics 90.1820

DF 5 DF 20
Pr > S 0.0650 Pr > S <0.0001

Table 7. Respondents’ opinion on percentage of change needed for change in consumer perception towards green products classified
with Age.

Age (in years) Percent of change needed

Frequency
Percent
Row percent
Col. Percent Up to 10 11–20 21–30 31–40 41–50 Above 50 Total

Up to 20 0 11 0 5 0 0 16
0.0 1.57 0.0 0.71 0.0 0.0 2.28
0.0 68.75 0.0 31.25 0.0 0.0
0.0 5.00 0.0 2.89 0.0 0.0
21–30 30 102 55 69 58 0 314
4.27 14.53 7.83 9.83 8.26 0.0 44.73
9.55 32.48 17.52 21.97 18.47 0.0
56.60 46.36 36.18 39.88 55.77 0.0
31–40 17 80 70 54 37 0 258
2.42 11.40 9.97 7.69 5.27 0.0 36.75
6.59 31.01 27.13 20.93 14.34 0.0
32.08 36.36 46.05 31.21 35.58 0.0
41–50 3 18 27 33 3 0 84
0.43 2.56 3.85 4.70 0.43 0.0 11.97
3.57 21.43 32.14 39.29 3.57 0.0
5.66 8.18 17.76 19.08 2.88 0.0
51–60 3 6 0 12 0 0 21
0.43 0.85 0.0 1.71 0.0 0.0 2.99
14.29 28.57 0.0 57.14 0.0 0.0
5.66 2.73 0.0 6.94 0.0 0.0
Above 60 0 3 0 0 6 0 9
0.0 0.43 0.0 0.0 0.85 0.0 1.28
0.0 33.33 0.0 0.0 66.67 0.0
0.0 1.36 0.0 0.0 5.77 0.0
Total 53 220 152 173 104 0 702
7.55 31.34 21.65 24.64 14.81 0.0 100.0
Reddy et al. 9

Table 9. Respondents’ opinion on Need for change in consumer perception towards green products classified with educational
qualification.

Educational qualifiation Need for change

Frequency
Percent
Row percent
Col. Percent Yes No Total

SSC 17 0 17
2.42 0.0 2.42
100.0 0.0
2.68 0.0
Intermediate 12 0 12
1.71 0.0 1.71
100.0 0.0
1.89 0.0
Graduation 186 15 201
26.50 2.14 28.63
92.54 7.46
29.29 22.39
Post graduation 393 49 442
55.98 6.98 62.96
88.91 11.09
61.89 73.13
Professional degree 6 0 6
0.85 0.0 0.85
100.0 0.0
0.94 0.0
Diploma 21 3 24
2.99 0.43 3.42
87.50 12.50
4.48
Total 635 67 702
90.46 9.54 100.0

Table 10. Mc Nemar’s test. H04: The need for change in consumers’ attitude towards
green products is insignificant with the consumers’
Statistics 6.1616 marital status.
H04a: The opinion on need for change in consumers’
DF 5
perception towards green products is insignificant with
Pr > S 0.2908
the consumers’ marital status.

Interpretation Interpretation
Respondents’ opinion on percentage of change needed Table 13 represents the Respondents’ opinion on Need for
for change in consumer perception towards green prod- change in consumer attitude towards green products clas-
ucts classified with educational qualification is explained sified with marital status. According to the summary of the
in Table 11. The above Table 12 summarizes the findings Mc Nemar’s test presented in the preceding Table 14,
of the McNemar’s test, which rejects the assertion that the p-value (.2483) is greater than .05, lending credence to
“The opinion on percentage of change needed in cus- the hypothesis that “the opinion on the need for change in
tomers’ attitudes toward green products is unimportant consumers’ attitude towards green products is unimportant
with the consumers’ educational qualification” at the with the consumers’ marital status.” As a result, there are no
0.05 level of significance. It’s clear that consumers’ views noteworthy changes in customers’ views on the importance
on the appropriate percentage of change reflect a wide of changing their attitude toward green products based on
range of educational backgrounds. whether or not they are married.
 10

Table 11. Respondents’ opinion on percentage of change needed for change in consumer perception towards green products classified with educational qualification.

Educational qualifiation Percent of change needed

Frequency
Percent
Row percent
Col. Percent Up to 10 11–20 21–30 31–40 41–50 Above 50 Total

SSC 0 6 0 3 8 0 17
0.0 0.85 0.0 0.43 1.14 0.0 2.42
0.0 35.29 0.0 17.65 47.06 0.0
0.0 2.73 0.0 1.73 7.69 0.0
Intermediate 0 3 0 9 0 0 12
0.0 0.43 0.0 1.28 0.0 0.0 1.71
0.0 25.00 0.0 75.00 0.0 0.0
0.0 1.36 0.0 5.20 0.0 0.0
Graduation 3 39 55 59 45 0 201
0.43 5.56 7.83 8.40 6.41 0.0 28.63
1.49 19.40 27.36 29.35 22.39 0.0
5.66 17.73 36.18 34.10 43.27 0.0
Post graduation 50 162 89 99 42 0 442
7.12 23.08 12.68 14.10 5.98 0.0 62.96
11.31 36.65 20.14 22.40 9.50 0.0
94.34 73.64 58.55 57.23 40.38 0.0
Professional degree 0 0 0 0 6 0 6
0.0 0.0 0.0 0.0 0.85 0.0 0.85
0.0 0.0 0.0 0.0 100.00 0.0
0.0 0.0 0.0 0.0 5.77 0.0
Diploma 0 10 8 3 3 0 24
0.0 1.42 1.14 0.43 0.43 0.0 3.42
0.0 41.67 33.33 12.50 12.50 0.0
0.0 4.55 5.26 1.73 2.88 0.0
Total 53 220 152 173 104 0 702
7.55 31.34 21.65 24.64 14.81 0.0 100.0
International Journal of Engineering Business Management
Reddy et al. 11

Table 12. Mc Nemar’s test. Table 15. Respondents’ opinion on percentage of change needed
for change in consumer attitude towards green products classified
Statistics 128.8506 with marital status.
DF 20 Marital
Pr > S <0.0001 status Percent of change needed

Frequency
Percent
Row
Table 13. Respondents’ opinion on need for change in consumer percent Up to Above
attitude towards green products classified with marital status. Col. Percent 10 11–20 21–30 31–40 41–50 50 Total

Marital status Need for change Married 38 169 116 140 89 0 552
5.41 24.07 16.52 19.94 12.68 0.0 78.63
Frequency 6.88 30.62 21.01 25.36 16.12 0.0
Percent 71.71 76.82 76.32 80.92 85.58 0.0
Row percent Unmarried 15 51 36 33 15 0 150
2.14 7.26 5.13 4.70 2.14 0.0 21.37
Col. Percent Yes No Total
10.00 34.00 24.00 22.00 10.00 0.0
28.30 23.18 23.68 19.08 14.42 0.0
Married 503 49 552
Total 53 220 152 173 104 0 702
71.65 6.98 78.63
7.55 31.34 21.65 24.64 14.81 0.0 100.0
91.12 8.88
79.21 73.13
Unmarried 132 18 150
18.80 2.56 21.37
88.00 12.00 Table 16. Mc Nemar’s test.
20.79 26.87
Statistics 5.9595
Total 635 67 702
90.46 9.54 100.0 DF 4
Pr > S 0.2022

Table 14. Mc Nemar’s test.

significance. As a result, there are no statistically sig-
Statistics 1.3326 nificant changes in consumers’ assessments of the de-
DF 1 gree of attitude shift required based on whether or not
Pr > S 0.2483 they are married.

Results of testing of hypotheses

H04b: Based on the consumers’ marital status, the
opinion on the required percentage change in consumer
attitudes toward green products is minimal. H0: Given the socioeconomic makeup of consumers,
there is little need for a shift in consumer attitudes toward
green products.
Interpretation H01: The gender of consumers has little bearing on the
need to alter consumer attitudes about green products.
Respondents’ opinion on percentage of change needed
for change in consumer attitude towards green products Mc Nemar’s test results show that the p-value (.0001)
classified with marital status shown in Table 15 and the is less than .05, hence the first hypothesis is rejected at
summary of the Mc Nemar’s test shown in the preceding the .05 level of significance: “The opinion on need for
Table 16 indicates that the p-value (.2022) is greater change in consumers’ attitude towards green products is
than .05, lending credence to the hypothesis that “the negligible with the consumers’ gender.” As a result,
opinion on percentage of change needed in consumers’ consumers’ perspectives on the urgency of a shift in
attitude toward green products is insignificant with the mentality towards eco-friendly goods vary widely de-
consumers’ marital status” at the .05 level of pending on their gender.
12 International Journal of Engineering Business Management

H02: There is minimal need for a change in consumers’ an effective method for preserving the planet’s natural
views toward green products given their rising age. resources.
Although consumers had extensive awareness of green
According to the alternative explanation, the conclusion
products, they knew little about the green programs carried
indicates that the hypothesis that “The opinion on need for
out by various government and non-government groups,
change in customers’ attitude towards green products is
demonstrating the need for further efforts to be made by
unimportant with the consumers’ age” is accepted at the
these entities. Newspapers should be utilized more often to
0.05 level of significance because the p-value (0.0650) is
educate readers about environmentally friendly habits and
greater than 0.05. What this means is that there are no
products, as they remain the primary source of information
discernible differences in customers’ views on the urgency
for the majority of responders.
of a shift in consumer behavior toward environmentally
Consumers’ extensive understanding of green
friendly items based on age.
products, but lack of familiarity with the green activities
H03: Given the level of understanding of consumers, being undertaken by various governmental and non-
there is little need for a shift in consumer attitudes re- governmental organizations, calls on the latter to step
garding green products. up their game. For the most part, people still rely on
newspapers as their primary source of news, so it only
If we consider the third hypothesis, we find that The Mc
makes sense to utilize them to spread the word about
Nemar’s p-value (.2908) is greater than .05, hence the
eco-friendly alternatives.
hypothesis that “The opinion on need for change in con-
Customers expect businesses to take action to protect
sumers’ attitude towards green products is negligible with
the earth by implementing green practices. The findings
the consumers’ educational qualification” is accepted at the
have implications for businesses that make durable
.05 level of significance.
goods in terms of Green Marketing. Marketers urging
H04: H04There is no reason to change consumers’ per- people to do the right thing for the environment should
spectives on eco-friendly products, given their marital status. give more consideration to the campaign’s overarching
Therefore, there are no major discrepancies between cus- theme and messaging. Marketing eco-friendly products
tomers’ qualifications and their opinions on the necessity of a and services is more likely to strike an emotional chord
shift in consumers’ attitudes toward green products. with consumers, swaying their purchasing decisions. A
market’s efforts to place its green brands can only
Conclusions on the fourth hypothesis are as follows:
succeed if consumers keep those brands in mind.
According to the results of the McNemar test, the p-value
Communicating frequently and consistently is cru-
for the hypothesis that “The opinion on need for change in
cial if a company wants to make an impact and carve out
consumers’ attitude toward green products is insignificant
a unique green positioning. Consumers have shown a
with the consumers’ marital status” is greater than .05,
predilection for eco-friendly products despite worries
suggesting that there are no significant differences between
about price and accessibility. Businesses should pro-
consumers’ marital status and their opinion on the need for
duce eco-friendly products because consumers have
change in their attitude toward green products.
demonstrated an interest in buying them.
Consumers who worry about the effects of their pro-
duction and consumption on the environment may be
Conclusion
persuaded to buy a green product if they are shown how it is
Numerous people are worried about the growing effects of superior than traditional options. Only a small fraction of
environmental issues on human life. Most modern busi- consumers, according to the available data, insist on pur-
nesses use a method of sustainable development known as chasing only green goods. Marketers should take advantage
“green marketing,” and many different sectors acknowledge of this window of opportunity to both broaden their product
the importance of selling green products. Eco-friendly lines and improve their public image by highlighting their
marketing methods have a financial payoff for depart- commitment to sustainability.
ment heads. In addition to satisfying consumer demand, A new era of eco marketing in India has begun, and this
green marketing also benefits the world. Many companies study is crucial for both consumers and businesses to know
are adopting “green marketing” methods in order to attract about. Despite the study’s inability to generalize due to its
environmentally conscious customers who are more price- emphasis on a specific location, it provides useful insight on
conscious. Companies that want to succeed in green mar- the behavior of Psychographic segmentation of consumers
keting must understand and meet the needs of their target might be studied further to determine their environmental
demographic. It’s no secret that consumers are eager to attitudes and priorities. To learn more about the green
support businesses that care about the planet. Therefore, phenomena and get fresh understanding of consumer be-
green marketing is not only a marketing technique, but also havior, a larger-scale replication of the study is possible.
Reddy et al. 13

Declaration of Conflicting Interests 12. Howe J, Bratkovich S, Bowyer J, et al. Green marketing-
growing sales in growing markets. Minneapolis, MN:
The author(s) declared no potential conflicts of interest with re-
Dovetail Partners INC, 2010.
spect to the research, authorship, and/or publication of this article.
13. Juwaheer TD. Emerging shades of green marketing con-
science among the population of a small island economy-A
Funding case study on Mauritius, Chennai, India: Scientific Research
Publishing, 2005. Source: http://irfd.org/events/wfsids/
The author(s) received no financial support for the research, au-
virtual/papers/sids_tdjuwaheer.pdf
thorship, and/or publication of this article.
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