cross-culture comparison of buying behavior in...

Cross-Culture Comparison of Buying Behavior in Recycle Packing

and Eco-friendly Products

Abstract:

This study is an attempt to establish the relationship between variables that affect

consumers' buying behavior for green and eco-friendly products and it also

identifies the various factors hindering them from buying the green/ecofriendly

products. An attempt is been made to examine those factors which affect the buying

behaviors of the consumers towards the green products'. For this study

Convenience sampling technique is been used with the sample size of 200 numbers

across four cities of India. The primary data was collected with the help of

structured opened and most of the questions were open ended questions. In the

current study the stated objectives, the hypotheses formulated were tested with the

descriptive statistics and the chi square test. The results of the study exhibited that

there is significant relationship between the variables (education qualification)

which affects consumers buying behavior towards the green products. Similarly, it

was also identified the factors which affects consumers' buying behavior on

purchasing decisions of green products. Hence it is a road map for the marketers to

cater to the needs of customers by implementing better marketing mix strategies to

reach out to the customers.

Key Words: Consumer, Behavior, Green Products, Marketing

1Dr.M.RAJA

Assistant Professor and Head

P.G Research Department of Commerce

Bharathidasan University Constituent College,

Kumulur, Lalgudi, Tiruchirapalli

2Dr.Kiran.G

Associate professor

Welingkar Institute of Management

3Dr. Appasaba.L.V

Assistant Professor

Department of MBA

VTU -Belagavi

ADALYA JOURNAL

Volume 8, Issue 11, November 2019

ISSN NO: 1301-2746

http://adalyajournal.com/554

Cross-Culture Comparison of Buying Behavior in Recycle Packing

and Eco-friendly Products

1. Introduction

The main aim of this project is to compare the cross-cultural buying behavior

on eco-friendly and recycling products, and to improve the attitude among the same

from china and India compare to other developed countries. Global warming is

increasing across the globe day by day. Green marketing and recyclable products

gained its importance to contribute to better environment. The topic also a trending in

the 21st century. The consumers are the one who plays a major role in identifying the

demand of these products. The consumer‟s attitude among the millennial are mostly

described here. In this project, the consumer role will be useful to use for marketers,

to know both consumer and the market. By other means, it is important that

millennial in China and India have to aware of their decision towards eco-friendly and

recyclable products, which plays an important role to make a better future. Moreover,

the project is described based on Maslow framework by focusing on consumer

attitude, buying intention and awareness towards green and recyclable products.

2. Review of literature

A literature review is a content written by various authors in their research and

empirical papers, doctoral thesis and has the companies published reports which are to

be consider as the important points of existing knowledge including relevant findings,

as well as theoretical aspects and methodological contributions made on a topic

related to cross cultural behavior of customers towards the green products in India.

For this research more than 20 articles were reviewed to develop a strong base for the

study which helped in formulating the research question, objectives and hypothesis.

Even though this researcher mainly based on the primary data but still the secondary

data available in research papers, articles, books, magazines, newspapers, survey

reports of different organizations etc. helped to develop the strong base and also

establish the research gap. This referring also helped in bringing about coherence in

overall understanding of the area of study. The detailed discussion of a few relevant

literatures reviewed is presented here.

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2.1. Green Marketing and Green Consumer

There is a growing worldwide awareness of environmental issue over the past

decade; it typically becomes important for companies to dedicate on sustainability.

According to the American Marketing Association (AMA), green marketing, also

known as environmental marketing or sustainable marketing, has be defined as the

marketing and development of the products that are designed to minimize the harmful

upon our ecosystem. It is an effort that company aim to advocate environmental

protection by planning, promoting, pricing and distributing products in a sustainable

way. (Polonsky, 2011) As Polonsky indicated in his paper, green marketing includes

all activities while generating any exchanges to human in order to meet their demands

with low impact on environment. Equally important, he stated that it is more effective

to define green marketing as combining a transformation that benefits individuals,

community and the earth. (2011) In the long run, the goal is to not only sell eco-

friendly products, but also actively inspire consumers to support and conserve the

environment. (Stern and Ander, 2008)

In The Green Marketing Manifesto (2007), Grant writes, “We need marketing

that does good rather than marketing just looks good.” He points out the theory of 5

I‟s of green marketing (Grant, 2007), which guides marketers to develop green

strategies more efficiently.

Intuitive – Make people enjoy the sustainable lifestyle as common sense.

Integrative – Combine economic and technological development with social and

ecological effects.

Innovative – The trend of g-commerce by creating new products and lifestyles.

Inviting – Create and promote the culture of environment-oriented lifestyle in a

positive way.

Informed – Put more effort on education and participation thanks to the

convenience of getting information.

Thus, it demonstrates that the success of green marketing strategies mainly relies on

how company influence consumers.

A number of literatures have demonstrated that the consumers with strong

environmental concern their different characteristics, attitude and behavior. It is

widely acknowledged that green consumer is someone who support environmentally

safe programs and purchase nature-friendly products rather than general alternatives

(Boztepe, 2012). As Vermillion and Peart (2010) indicated in their studies, green

consumers unwilling to purchase a product only for ecosystem protection but also

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includes added benefits such as safety, health or in an affordable price (Vermillion

and Peart, 2010). Furthermore, they desire that companies put efforts on sustainable

practices include not only recycling or renewable energy (Montague and

Mukherjee, 2010), but also unethical human or animal experiments (Elkington,

1994). As we can see that an increasing number of people more conscious about

ecological protection leading to “green consumerism” (Eriksson, 2002). To conclude,

it reveals that choosing an appropriate message and communication channel is

absolutely essential for companies to reach the target customers.

2.2 Role of Culture in Consumer Attitude Study

Eco-friendly products have witnessed increasing acceptance and growth since

last decade. In view of Global Industry Analysts Inc., 2011, 2017, eventually the

overall worldwide market of green products is expected to value to be over $3.5

trillion (Sharma &Bagoria, 2012). A recent survey as shown that 36% of millennials

are inclined to buy green products (Rogers, 2013). According to Sharma and Bagoria

(2012), In India, 25% of consumers have expressed their intention to buy green

products, and around 28% are may be health conscious. The environmental concern in

developing countries is at a low level and the consumer‟s attitude, intention, and

behavior towards green alternatives are not always positive. It has also been noticed

that the awareness about ecological are very low in developing countries when

compared to developed countries.

In most of the developing countries, it is important to draw consumer‟s behavior and

attitude towards the eco-friendly positively, one way to do it is by influencing their

concern about environmental issues and perceived consumer effectiveness.

Various studies show that customers in entire world are inclined to buy products that

are rated as eco-friendly except little numbers. The consumer market for eco-friendly

products and services was estimated at US$230 billion in (2009) and it was predicted

to grow to US$845 billion by 2015 (Tolliver-Nigro, 2009). It became interesting to

examine, whether the economic shift to be green is because of consumers‟ demand or

due to the international pressure. Some scholars have stated that the motives of going

with “Green Marketing” are competitive pressure, market opportunities, social

responsibilities, and government pressure.

Dunlap and Robert (2002) defined Environmental concern as the belief to agree the

environmental problems and the bent to get them solved by supporting

environmentally friendly programs. Environmental concern leads to green marketing

and the production of green products which helps in improving environmental quality

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and customer satisfaction (Kumar et al., 2011). Previous studies show that

environmental concern leads to a higher intention to use green products (Uddin &

Khan, 2016). Environmental concern motivates a customer to get involved in a

buying behavior that assures individuals‟ and society‟s well-being, as the green

alternatives decrease the negative consequences on the nature (Kang & James,

2007). Research has found that environmental concern level is much higher in women

compare to men (Liu, Vedlitz, & Shi, 2014) due to the socialization theory factor

(Zelezny, Chua, & Aldrich, 2000). Studies related to the age factor have indicated

that younger people are more inclined towards environmental concern (Dietz, Stern,

&Guagnano, 1998) and the reason is very certain that values, such as education and

knowledge level, differ across generations (Kanagy, Ansari, Ghosh, &Webb, 1994).

In today‟s era, customers are more conscious regarding environmental deprivation

showing a concern for the society (Krajhanzl, 2010). As a result of ecological

consciousness, attitude towards environmental friendly goods and services is positive.

Consumers have shown favorable response to those businesses that have a concern

towards the environment (Joshi & Rahman, 2015). Due to the increase in awareness

about the environmental problems, the concern towards the environment has been

increased and people are willing to reduce their impact on the environment (Day

&Schoemaker, 2011).

2.3. Attitudes Towards Television

Social Learning Theory states that when humans are encouraged to learn a

particular behavior through observing a model, they would learn more easily

(Haroon, ulHaq, et al., 2015). According to Baran and Davis (2000), modeling or

imitation is “the primary, mechanical reproduction of behavior”. When a customer

perceives a model being honored for a certain behavior, the viewer will be more likely

to accomplish the behavior. Media can be used to present the model behavior to the

public which is expected to be imitated by the masses. According to Brown (2002),

media transform the thought process of the individuals. The viewer‟s mostly start

relying on the material shown to them on TV and form their views accordingly. Media

set the priorities of the viewers by emphasizing a particular topic and making it more

attractive for the viewers (Holbert, Kwak, & Shah, 2003). Different studies have

found a positive relationship between environmental concerns and exposure to the

pro-environment media content (Good, 2006). Brothers, Fortner, and Mayer (1991)

observed a strong positive relationship between the coverage of environmental issues

in television news and individual-level knowledge of ecological problems. A strong

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link was established between news coverage of environmental matters and people‟s

knowledge, concern, and attitude towards environmental issues.

3. Statement of Problem:

Today the consumption pattern of the customers has changed a lot from the

times and they are becoming more health conscious and not just that they are

exhibiting their social concern towards the society and environment. The scenario has

been changed from accepting whatever that is been offered by the marketers to the

customers demanding for the eco-friendly products. The buying behavior of the

customers towards opting for the green products has also evolved. Hence this study is

an attempt to understand the buying behavior of the customers towards the green

products and also to explore for the reasons for customers are not opting for the

green/eco-friendly products and recommend the marketers to work on those areas to

improve and attract the customers towards the purchasing of the green products which

will safeguard the environment for the future generation to come.

4. Objectives of the Study:

To understand the consumer buying behavior towards the green products

To know the factors affecting the consumer buying decision towards the green

products.

5. Hypothesis Testing:

Null Hypothesis -H0: There is no significant relationship between the education

qualification of the respondents and their awareness level towards the green products.

Alternate Hypothesis -H1: There is a significant relationship between the education

qualification of the respondents and their awareness level towards the green products.

6. Research Methodology:

The study is purely based on the quantitative research and the data collected from the

customers located in different cities of India including Bangalore, Mumbai, Delhi,

Jaipur etc.

6.1.Type Of Research: The current research is exploratory is nature as it attempts in

finding the various reasons, facts and logical reasons from the market with respect to

the attitude and behavior towards the green/eco-friendly products.

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6.2. Sampling Techniques: For the current study convenience judgmental sampling

is been adopted and the sample are collected purely based on the discretion of the

researcher.

6.3. Sample Unit: The sampling unit consists of customers who buy green products

and also those who don‟t buy green products.

6.4.Sample Size: The sample size is being determined as 100 samples which is the

representation of the total population where the sample is been stratified from four

different cities including Bangalore, Mumbai, Delhi, Jaipur and 25 responses from

each city.

6.5. Sample Frame: The data for the current study is collected only from the four

cities.

6.6. Data Type: The study includes both the Primary & secondary data where the

initial part of the study consists of the data collected through the secondary data and

the analysis and the interpretation chapters are been designed with the help of the data

collected through the primary data technique by administering the structured

questionnaire.

6.7. Sources of Data: The data for the study is collected from two different sources

which includes Primary data and Secondary Data.

6.7.1. Primary Data: It is a data that is collected from outside market by

administering the structured questionnaire through google surveys, survey monkey

and also through direct email and most of the questions in the questionnaire were

close ended questions with 5 point Likert scale techniques.

6.7.2. Secondary Data: Secondary data was collected with the digital database by

using the various scholarly sites like J-gate, Ebscho.com

6.8. Tests And Tools: In order to analysis the data collected from the market there are

different statistical tools and techniques were used which includes the frequency

distribution tables, relevant charts and graphs, descriptive statistics and also the chi

square test to test the hypothesis.

6.9. Software Used: SPSS 21 versions were used to analyze the data collected.

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7. Data Analysis and Interpretation

7.1 Respondents Response towards do they buy green products

7.1.1. Descriptive Statistics Showing the Key Reasons Which Is Stooping

Customers to Go For the Green/Eco-Friendly Products

7.1.1. Descriptive Statistics Showing the Key Reasons Which Is Stooping

Customers to Go For the Green/Eco-Friendly Products

Descriptive Statistics

Statements N Minimum Maximum Mean Rank

Green products are very expensive 16 4 5 4.63 1

Lack of awareness about green products 16 4 5 4.63 2

Labels of green products are not informative 16 3 5 4.13 3

Green products are not available in full range of variety 16 3 5 4.13 4

not easily available in shopping outlets or grocery stores 16 2 5 3.75 5

Products are not promoted properly 16 1 4 2.75 6

Lack of confidence in the performance of green products 16 2 4 2.63 7

Valid N (listwise) 16

The first and the foremost reasons what stopping the customers from buying and

using the green products is it is very expensive followed by lack of awareness about it

and the third ke reason being labels of the green products are not informative

followed by Green products are not available in full range of variety, green products

are not easily available in shopping outlets or grocery stores and so on.

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7.1.2. Respondents Response towards green products marketing Approach-Ads

conveying message about health and environment safety benefits of green

products generate awareness and create your interests

Respondents Opinion No.of.Respondents Percentage (%)

Disagree 08 08

Can't Say 14 14

Agree 58 58

Strongly Agree 20 20

Total 100 100

The above table and the graph clearly shows respondents response towards Ads

conveying message about health and environment safety benefits of green products

generate awareness and create the interests where majority of the respondents 58%

agree on this statement.

7.1.3. Respondents Response towards green products marketing approach

Green labels (a symbol that shows a product is less damaging to the

environment) explaining the greenness of the product will motivate you to

buy them.


Strongly Disagree 02 02

Disagree 10 10

Can't Say 22 22

Agree 60 60


Total 100 100

The above table. clearly shows respondents response towards Green labels (a

symbol that shows a product is less damaging to the environment) explaining the

greenness of the product will motivate them to buy where majority of the

respondents 60% agreed on this statement.

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7.1.4.Respondents Response towards green products marketing approach -

Using green themes as an ad for advertising green products are trustworthy.



Disagree 26 26

Can't Say 06 06

Agree 50 50


Total 100 100

The above table clearly shows respondents response towards using green themes

as an ad for advertising green products are trustworthy where majority of the

respondents 50% agreed on this statement.

7.1.5. Respondents Response towards green products marketing approach -

Ads should provide how the product goes green.


Disagree 08 08

Can't Say 14 14

Agree 72 72


Total 100 100

The above table clearly shows respondents response towards Ads should provide

how the product goes green where majority of the respondents 72% agreed on this

statement and said that these things might influence them to go for the green

products.

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Using educational marketing messages regarding greenness of the product on

the label will motivate you to buy them.


Disagree 10 10

Can't Say 16 16

Agree 56 56


Total 100 100

The above table clearly shows respondents response towards Ads should provide

how the product goes green where majority of the respondents 72% agreed on this

statement and said that these things might influence them to go for the green

products.


The performance of the green products should also be given along while

advertising the green products.


Disagree 06 06

Can't Say 26 26

Agree 42 42


Total 100 100

The above table clearly shows respondents response towards The performance of

the green products should also be given along while advertising the green

products where majority of the respondents 42% agreed on this statement.

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7.1.8. Respondents Response towards green products marketing approach -I

would prefer to buy the product with green certifications.


Disagree 04 04

Can't Say 12 12

Agree 54 54


Total 100 100

The above table clearly shows respondents response towards The performance of

the green products should also be given along while advertising the green

products where majority of the respondents 42% agreed on this statement.

7.1.9. Respondents Response towards green products marketing approach -I

prefer to buy the green product that tells how it is environment friendly.


Can't Say 02 02

Agree 30 30


Total 100 100

The above table clearly shows respondents response towards they prefer to buy

the green product that tells how it is environment friendly where majority of the

respondents 68% strongly agreed on this statement.

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7.1.10 Respondents Response towards green products marketing approach -

It is more attractive if the green products display separately from the normal

products in the supermarket.



Disagree 06 06

Can't Say 10 10

Agree 58 58


Total 100 100

The above table clearly shows respondents response towards It is more attractive

if the green products display separately from the normal products in the

supermarket where majority of the respondents 58% agreed on this statement.


You prefer to buy the green products which produced by well-known

company


Can't Say 02 02

Agree 64 64


Total 100 100

The above table and the graph clearly shows respondents response towards prefer

to buy the green products which produced by well-known company where

majority of the respondents 64% agreed on this statement.

7.1.12. Gender Classification

Gender Classification


Male 76 76

Female 24 24

Total 100 100

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The above table shows the gender classification of the respondents of this study

where majority of the respondents of the study are male constituting of 76%

followed by 24% of the female respondents.

7.1.13. Age Classification

Age Classification


18-21 years 32 32

22-29 Years 32 32

30-37 years 16 16

38-45 Years 20 20

Total 100 100

The above table shows the age classification of the respondents of this study

where majority of the respondents of the study fall under the age category of 18-

21 years and 22-29 years with 32% followed by 20% of them fall under the age

category of 38-45 years.

7.1.14. Occupation of the Respondents

Occupation of the Respondents


Employed 56 56

Self-Employed 10 10

Unemployed 02 02

Student 32 32

Total 100 100

The above table shows the occupation of the respondents of this study where

majority of the respondents 56% are employed followed by 32% of them are

students.

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7.1.15. Education Qualification of the Respondents

Education Qualification of the Respondents


Less than high School 02 02

High School 08 08

Bachelor's Degree 48 48

Masters Degree 40 40

Doctorate 02 02

Total 100 100

The above table shows the qualification of the respondents of this study where

majority of the respondents 48% of them have completed their Bachelor‟s degree

followed by 40% of the respondents are with the Master degree qualification.

7.1.16. Cross tabulation between the education qualification and the

awareness level of the respondents towards the green product

Please specify your age * level of awareness of green products

Please specify your age Level Of Awareness Of Green Products

Total Very Low Low Moderate High Very High

18-21 years 2 10 10 4 6 32

22-29 Years 2 14 6 8 2 32

30-37 years 0 2 14 0 0 16

38-45 Years 4 8 2 6 0 20

Total 8 34 32 18 8 100

Chi-Square Tests

Value df Asymp. Sig. (2-sided)

(Pearson- Chi-Square) 42.179a 12 .000

(Likelihood-Ratio) 43.652 12 .000

(Linear by Linear Association) 2.902 1 .088

(N of Valid- Cases) 100

The above test was executed to see is there any relationship between the

education qualification of the respondents and their level of awareness towards the

green/eco-friendly products and with the p value of .000n which is less than the table

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value of .05 it was inferred that there is a significant relationship between the

qualification of the respondents on their awareness level towards the green products.

Hence the null hypothesis is been rejected and alternative hypothesis is been accepted.

8. Major Findings of the Study

The study constituted majority of the male respondents and large portion of the

respondents fall under the age group of 18-21 who are the students and also employed

working in different government and private organization. The sample also had

majority of the respondents have completed their Bachelor‟s degree. As the sample

includes large number of educated class majority of the were aware of the green

products and also they do buy the green products. Since there is trend which is

developing to use the natural, herbal and organic cosmetics over the chemical one the

same was depicted even in the study that majority of them buy the beauty products

under the green products category, people are aware of the green products through the

knowledge they have developed through different media especially newspaper which

is very effective and informative in nature. It was collective opinion from the

respondent‟s packaging is the very effective marketing mix strategy which would

influence them to buy the green products. People do pay attention for the eco-friendly

related information which is broadcasted in different media so the marketers need to

focus on this aspect. The first and the foremost reasons what stopping the customers

from buying and using the green products is it is very expensive followed by lack of

awareness about it and the third reason being labels of the green products are not

informative followed by Green products are not available in full range of variety,

green products are not easily available in shopping outlets or grocery stores and so on.

The respondents feel that the marketers should focus on the ads which conveys the

message about health and environment safety benefits of green products, explaining

the environment implication of usage green product and the Advertisement s should

provide how the product goes green, the performance of the green products over the

non-green products and inform how it is environment friendly

9. Conclusion:

It is advised that the customers should go for purchasing of the green products

even though the price of the products seems to be higher with the great cause of

saving the nature and mother earth. The customers should take a pledge of avoiding

the plastic bags and start using the products which are reusable and recyclable. The

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cost of the green products is high because of the reason that it involves the green

technology and green process to manufacture it. Consumers are advised to use the

resources in an optimistic way and reduce the wastage and recycle and reuse of e –

wastes. It is advised that customers should buy eco labeled green products for their

consumption like star labeled electronic & home appliances, green icon labeled

products such as papers, garments and other products. The Retailers should come out

with more number of organic stores for selling of green products. Because consumers

have expressed that what is stopping them from buying the green products and non-

availability of organic stores is also a reason for it. It was also understood from the

study that the consumers feel that quality of green products is better than the non-

green products so the retailers should take this into consideration and ensure that the

green products are available in their store. The marketers need to design their

advertisements effectively to communicate the advantages and the benefits of the

green products by using different medias which are effective including the social

media platforms. Marketers can bring in new innovative strategies to induce the

customers to opt for the green products. Various promotion activities can be

introduced to give kind of incentive to the customers to buy the green products. At the

study resulted in the awareness level of customers towards the green product is

relatively good from this study the researcher has found that all the three and many be

there is a requirement for the marketers to implement their strategy in terms of green

product should be made best to attract the customers through their marketing mix

strategies including product, place, price and also the promotion activities. At the

same time, it is the responsibility of every individual to contribute to the social cause

of saving the nature and mother earth hence, one can ignore the importance of green

product and the marketing practices.

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