chapter iv presentation analysis and interpretation of data

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Chapter 4 PRESENTATION, ANALYSIS AND INTERPRETATION OF DATA

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It is imperative to study demographic factors while studying buying behavior of customers as demographic factors are the major determinants of buying behavior. To verify the green buying behavior of customers and to evaluate the influence of demographic factors on green buying behavior, researchers have critically analyzed, research articles, research papers and research reports of this aspect. The review found thirty three articles that studied demographic factors from various perspectives of green buying behavior. Review has been presented in the synthesized format. Studying the relationship between impacts of demographic parameters on green buying behaviour has seen three major results. Few researchers conclude to have significant relationship between demographic parameters and green buying behavior. Few researchers outcome is against this. Some researchers arouse controversial findings stating different demographic parameters has different role to play in the determination of green buying behavior.

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Green marketing refers to the process of selling products or services based on their environmental benefits such as the contribution to reducing environmental pollution and prevention of degradation. Such products are manufactured, packaged and marketed in an environmental friendly manner and process. Green marketing has emerged as one of the most important marketing techniques in the present global business environment. Consumers now have worries about the future environment of the world and as a result of this mostly prefer environment friendly products. In recognition of these concerns of consumers, companies have started to make their marketing strategies more appealing by offering environment-friendly products and promotions. Combination of appropriate marketing tools along with products and packaging can have a multiplier and accelerating effect in the conservation efforts. Today most of the companies adapt green marketing as environment protection tool. Present paper aims to analyze green marketing as Environment Protection Tools: Questionnaire was designed and piloted on predetermined sample of consumers of Dehradun with the motives of analyzing consumer behavior and their green consciousness in their purchase pattern. Study reveals that Green marketing is a materialization of a new market. The customers are becoming more eco-responsible and customers are concerned about environmental issues in new market. Different suggestions have been drawn out for consideration and implementation by green product marketing companies. It has been established through the present research that green marketing can have a profound influence in Green marketing efforts.

As the ecological issues are getting worse, the consumers' concerns about the environmental consciousness have led to the diversification in consumer buying approach towards a green product usage. Therefore, firms are taking action to develop potential ecological approaches in the green market industry. This paper is an attempt to explore the environmental conscious towards the green products usage and to investigate the relationship between consciousness towards the green products. The objective of the study is to understand the awareness level of the consumers on Green products in Coimbatore. Primary data was collected through the questionnaire from 150 respondents. Secondary data was collected from various published sources. The first section gives an over view on the importance of environmental consciousness, the second section analyses the awareness level of the consumers third section deals with the factors influencing green product usage followed by the findings of the study and conclusion. It is found that the consumers in Coimbatore are aware of environmental problems and green products usage in the market but the attitude and behavior towards the green purchase is not improved.

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This study examined the buying behavior of consumers in general eco-friendly product. For this purpose, the relationship between consumers' purchase behavior and environmental interests, environmental concern, the level of environmental awareness were analyzed using the survey technique on 818 consumers on which from at the five biggest shopping center in Gaziantep. As a result of the analysis, significant relationships were found between demographic characteristics (age, sex, marital status, education level) and purchasing behavior of environmentally friendly products. According to data which surveyed, if consumers' over the age of 35, married and having children of consumers, higher level of education of consumers and female consumers buying more environmentally friendly (eco-friendly) products were shown in their purchase behavior. Future research can extend to demographic characteristics in other national/international markets addition with other factors.

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Over the past few years, the demand for environment friendly products in India has been growing significantly due to the increased interest in the environment. Consumers today are increasingly “thinking green” and are willing to pay more for environmentally friendly products. Consumers have different buying attitude and these attitudes are constantly changing as a result of the availability of best alternatives to choose from. Products are chosen for numerous reasons. Overall, the buying process is extremely fast-paced today. Hence, the present study is conducted to explore the extent of the impact of consumer’s attitude towards the eco friendly products in Tiruvannamalai District. The study investigates the relationship between variables that affect consumers’ attitude for environment friendly products and identifies the price level consumers prefer to pay for environment friendly products in the district.

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