Attitude of Indian Consumers Towards Green Products

The paper examined attitude of Indian consumers towards green products with regard to quality, price and availability on a five point Likert scale. A sample of one thousand respondents from North India was used. Six hundred respondents represented twelve districts from the State of Haryana (fifty from each), and two hundred each from Chandigarh and Delhi. Statistical techniques of principal component analysis, confirmatory factor analysis, correlation, and descriptive and inferential statistics analyzed the data. It was obtained that majority of Indian consumers had unfavourable attitude with regard to quality, price and availability of green products. However, the negatively was found extreme concerning availability and price than quality. People think that green products are not easily available-recognizable and are high priced products. Above all, compared with availability and price, quality wise green products have better image. These findings implied that the negativity with green products may be due to least knowledge and awareness of consumers. So, the important task for marketers is to educate consumers about green products, green claims and eco labels. To locate green products in the markets is difficult for people; so the study points toward creating appropriate strategies for distribution mix. Marketers are also advised to maintain compatibility between price and quality. Also, further studies are encouraged to include more parameters in their research and to investigate the concepts like environmental knowledge, awareness and perceptions in Indian situations