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BRM Project Report - Copy

strategic management (PSG College of Arts and Science)

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APPLICATION OF THE EXTENDED THEORY OF PLANNED BEHAVIOUR

MODEL TO INVESTIGATE CONSUMER AWARENESS ATTITUDE
TOWARDS GREEN PRODUCTS

Research Report

By

Team G, Section 1, I MBA (2021-23)

PRIYA DHARSHINI K M 21MBM037

PRIYANKA R 21MBM038

RAMYA V 21MBM039

RIDUVARSHINI K S 21MBM040

RUTH SARMILA D 21MBM041

SAKTHI MOUNIKA T 21MBM042

July 2022

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ACKNOWLEDGEMENT

We take this opportunity to acknowledge with great pleasure, deep satisfaction for the

collective and combined contribution of many individuals in completing this project report

successfully.

We deem it our inbound duty to thank our respectful Dr. P. Sadhasivam, Director, GRG

School of Management Studies for providing us an opportunity to groom in our esteemed

institution.

We would like to express our deep and sincere gratitude to Dr. M. Reshma, Assistant

Professor, GRG School of Management Studies, Coimbatore for her appropriate guidance

and suggestions. We also express our profound gratitude to our Respondents who have filled

out our questionnaire and helping in completion of our project.

Finally, we take our heartfelt thanks to our team for timely help and coordination

throughout the completion of our project.

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TABLE OF CONTENTS

CHAPTER NO TITLE PAGE NO

SYNOPSIS vi
LIST OF TABLES v
1 INTRODUCTION 1
1.1 NEED FOR THE STUDY 1
1.2 THEORY OF PLANNED BEHAVIOUR MODEL 2
2 LITERATURE REVIEW 4
2.1 VARIABLES CONSIDERED FOR THE STUDY 4
2.2 LITERATURE REVIEW 4

2.3 OBJECTIVES OF THE STUDY 7

3 METHODOLOGY 8

3.1 RESEARCH PURPOSE 8

3.2 RESEARCH STRATEGY 8

3.3 RESEARCH APPROACH 8

3.4 QUESTIONNAIRE USED FOR THE STUDY 8

3.5 RELIABILITY OF THE CONSTRUCTS 9

3.6 SAMPLING 9

DATA COLLECTION (PRIMARY AND

3.7 9
SECONDARY DATA)

3.8 TOOLS USED FOR ANALYSIS 9

4 ANALYSIS AND DISCUSSION 10

4.1 PERCENTAGE ANALYSIS 10

4.2 DESCRIPTIVE STATISTICS 11

4.3 ANOVA AND T-TEST 13
4.4 CORRELATION ANALYSIS 17
4.5 REGRESSION ANALYSIS 18

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5 FINDINGS, SUGGESTIONS AND CONCLUSIONS 19

5.1 FINDINGS 19
5.1.1 PERCENTAGE ANALYSIS 19
5.1.2 DESCRIPTIVE STATISTICS 19
5.1.3 ANOVA AND T-TEST 19
5.1.4 CORRELATION ANALYSIS 19
5.1.5 REGRESSION ANALYSIS 20
5.2 LIMITATIONS OF THE STUDY 20
5.3 CONCLUSION 20
5.4 SCOPE FOR FURTHER STUDY 21
BIBLIOGRAPHY 22
APPENDIX 23

SYNOPSIS

Application of the Extended Theory of Planned Behaviour Model to Investigate Consumer

Awareness, Attitude towards Green products. Our research was conducted to examine the

"Consumer Awareness and Attitude towards Green products among different people." It deals with

how customer attitude, perceived behavioural control and subjective norm influences the purchase

intention of customers. For the completion of this research we have prepared a proficient

questionnaire which was distributed among 151 respondents to know their Awareness and Attitude

towards Green products.

In recent years, the production of green products has increased substantially worldwide; products that

will not pollute the environment, and can be recycled or conserved usinglow-toxicity materials. This

research determines the Consumers are becoming more ecologically conscious and desirous of

purchasing environment friendly products.

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By providing well-furnished questionnaire, our respondents filled them and with the details different

analyses are done. After considering the analysis results, the conclusion is drawn according to value.

This study provides an apparent research knowledge to the readers. The positive attitude of the

consumer towards the purchase of green products may be also with concern on the environment.

LIST OF TABLES

TABLE NO. TITLE PAGE NO.

1 PERCENTAGE ANALYSIS (DEMOGRAPHIC

VARIABLES)

2 DESCRIPTIVE STATISTICS

3 ANOVA- GEOGRAPHICAL LOCATION AND STUDY

VARIABLES

4 POST HOC ANALYSIS- GEOGRAPHICAL LOCATION

AND STUDY VARIABLES

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5 GENDER AND STUDY VARIABLES(T-TEST)

6 CORRELATION ANALYSIS

7 REGRESSION COEFFICIENT- STUDY VARIABLES

8 REGRESSION COEFFICIENT – GENDER (SUB GROUPS)

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CHAPTER 1

INTRODUCTION

1.1 NEED FOR THE STUDY

The purpose of the study is to know the behavioral factor of the consumers towards the green

products with the help of the Theory of planned behaviour model. Green products are the safe to

purchase and are of good quality and are produced under the principles of sustainable development.

Consumers judge the value of a product using quality indicators and then combine the judgement to

evaluate their purchase intention. In marketing, most researchers are interested in identifying the

source of green products intentions. Consumers in the developed country is more concerned about

the environment than the developing countries. Environmental concern is a direct predictor of

specific environmental behaviour, which is estimated by the attitude of consumers towards a specific

behaviour. Thus, environmental concern has become an important criterion that influences consumer

decision making. Many studies have been conducted in various parts of the world to explore and to

describe the behaviour shown by the consumers ‘green’ or environmentally friendly products and

services. There are quite many factors that come into play, and they act as barriers or enables to

consumer adoption of green products.

Ryan (2006) defines green products consumers is as those who have following characteristics; having

strong commitment to green products, critical and concerned about the environment about the

environment, searching for companies that produce green products, reflecting wise behaviour in daily

life, always eager to environmental issues. They tend to care for the environment and the fulfilment

of their needs is by seeking for products that are environmentally friendly. The main idea of the green

products is to create awareness among people on the issues of environment and how consumers

would be helping the environment if they switch over the green products.

Another study about the European attitudes towards sustainable consumption (based on a sample of

26,500 respondents) made in April 2009 demonstrated that more than 80% of European citizens

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thought that “a product’s impact on the environment is an important element when deciding which

products to buy” (Flash Eurobarometer 256 – The Gallup Organisation, 2009).

Previous studies have used the TPB model to examine the motivation of purchase intention for green

products without factoring in the impacts of environmental concerns and environmental knowledge.

Environmental concerns and environmental knowledge are important factors influencing the buying

decision for green products

Theory of Planned Behavior

This theory was first proposed by Icek Ajzen (1985) TPB in his chapter "From intentions to actions:

A theory of planned behaviour."

Definition: The theory of planned behaviour is a theory used to understand and predict behaviours,

which posits that behaviours are immediately determined by behavioral intentions and under certain

circumstances, perceived behavioral control. Behavioral intentions are determined by a combination

of three factors: attitudes toward the behaviour, subjective norms, and perceived behavioral control.

Attitude toward the behaviour refers to how positively or negatively a person evaluates the target

behaviour whilst subjective norm refers to perceived social pressure to perform or not perform the

behaviour (Ajzen, 1991). Perceived behavioral control refers to the ease or difficulty with which the

individual believes they can perform the behaviour. These three antecedents to intentions are argued

to develop from beliefs, such as behavioral beliefs, normative beliefs, and control beliefs (Ajzen,

1991). “Intentions are assumed to capture motivational factors that influence a behaviour they are

indications of how hard people are willing to try, of how much effort they are planning to exert, in

order to perform the behaviour, as a general rule, the stronger the intention to engage in a behaviour,

the more likely should be its performance” (Ajzen, 1991 p.181).

About green products

A product that meets one of these criteria of possessing qualities that will protect the environment;

replaced artificial ingredients with natural ingredients or products that are non-toxic, energy and

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water-efficient, harmless to the environment, recyclable, and biodegradable. A product that

consumers prefer because it helps to protect the environment during the manufacture, use, and

disposal of the product. Generally organic, ecological, recyclable, and energy-saving products are

called green products. Products that do not pollute the world, do not deplete natural resources and

can be recycled or retained in value.

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CHAPTER 2

LITERATURE REVIEW

2.1 VARIABLES CONSIDERED FOR THE STUDY

The variables of the study include dependent and independent variable. The dependent

variable is purchase intention. The independent variables of the study are consumer attitude,

subjective norm and perceived behavioral control.

2.2 LITERATURE REVIEW

N. Divyapriyadharshini, S.Devayani, V.Agalya and J.Gokulapriya (2019) in their study on

"Consumer Awareness towards Green Products and Its Impact" analyzed the awareness level of
consumers towards green products. The study found that the reach of the eco-friendly among the
consumers in the market and how the product fulfilling the need of the consumers and the various
mode of awareness and the impact of green products among various levels of people and the main
thing is that there is a huge need to educate people about the features and the uses of green products.

Dr. Rambabu Lavuri and Dr. D. Sreeramulu (2019) in their study on “Green products and consumer
awareness level: A study” analyzed the respondents demographical factors awareness level towards
green products and consumers green awareness levels are very high; they are very much familiar
climate degradation, and consumer's having great ability to recognize green attributes in green items.

Sargam Bahl and Tulika Chandra (2018) in their study on “Impact of Marketing Mix on Consumer
Attitude and Purchase intention towards 'Green' Product” analyzed how the green marketing mix
variables significantly affects the purchase intention and attitude of the consumers towards eco-
friendly products of the FMCG sector. If the marketing mix variables of the eco-friendly products are
designed after careful considerations it will lead to creation of an eco-friendly attitude and create a
purchase intention among the consumers.

Luthra and Pankaj (2022) in their study on Determinants of green purchase behaviour- on general
green product categories like organic food, green apparel, energy-efficient household appliances,
green electric vehicles, green cosmetics or organic personal care, green furniture, etc., distinguishes
different drivers and barriers influencing consumers’ decision-making to buy. The integration of

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topics contributes to the development of this research field by providing a multifaceted view for the
follow-up researchers.

Wijekoon, R.; Sabri, M.F. (2021) Determinants That Influence Green Product Purchase Intention and
Behavior. Stated that, Environmental deterioration brought about by consumers’ non-feasible
utilization pattern is putting a pressure on the environment and is obstructing sustainable
development. To hinder this impact and stimulate a more sustainable economic growth, one solution
is to lessen or move utilization patterns from conventional products to eco-friendly products. The
authors conducted a review study of green purchase behavioral research across the 6-year period
from 2015 to 2021, identifying 108 studies that met our inclusion criteria, 135 determinants that
influence GPB were recorded. In this way, besides contributing to the literature, it will assist
policymakers in formulating and employing strategies to persuade eco-friendly purchasing, and it
will give an opportunity for marketers to generate proper marketing strategies for drawing in clients
and guaranteeing ideal sales.

Kripa N S, Vinod L (2021) A Study on Consumer Behavior towards Green Products and Barriers in
Consumer Purchase Decision. Stated that, Eco-friendly products are also known as green products
and environment friendly products as they are bio-degradable, leaving minimal carbon foot-print and
causing minimal harm to people and the environment. Proposes to expose the extent to which the
attitude of the consumer is favorable towards purchasing of green products and eco-friendly
products thereby, to place on record the proposals to promote the need for the use of these products.
It also accesses the barriers in society that act as detriments in the use of green products. The
surveywas conducted in the state of Kerala among people 18-65 yearsoldwho are social media
users. The questionnaire method was used for this paper which was circulated online. The paper
contains an assessed sample of 252 respondents, male and female, which was distributed
online and the samples and responses were collected.Stratified Random Samplingwasused for
the study.

In “An analytical study on consumers’ awareness towards green fast moving consumer goods in
coimbatore district” by Dr. M. Anbukarasi, Assistant Professor, Department of Commerce, Bharathiar
University, Coimbatore, Tamil Nadu, India and Ms. N. Dheivanai, Ph.D Research Scholar (FT),
Department of Commerce, Bharathiar University, Coimbatore, Tamil Nadu, India stated the
environmental awareness, and factors influencing the consumers’ buying behavior of Green products,
the consumer awareness, satisfaction of green products and examined the factors influencing

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consumer’s green purchasing intention towards eco-friendly products. The authors say that the
consumers are willing to pay more for green products for enhancing the quality of life to satisfy their
needs.

D.Suganya & Dr.S.Kavitha (2017) in their study on consumer awareness towards Eco-friendly
products at Coimbatore says that major problems faced in green marketing is unawareness & high
prices of eco-friendly products. Now-a-days the awareness level of green products is increasing but
government have to take action on reducing the price of green products.

Smith.K.Ghanta, Pradeep Thota & Dr.K.Nagasundari (2020) in their study on Consumers preference
towards eco-friendly products in Vijayawada reported that consumers preference depends upon
various factors like awareness about eco-friendly products, quality of the product and people’s
willingness to pay for the product along with this good packaging and labelling also influences the
consumer.

The study by Doni Purnama Alamsyah, Norfaridatul Akmaliah Othman, Muhammed Hariri Bakri,
Yogi Udjaja & Rudy Aryanto (2021) on green awareness through environmental knowledge and
perceived quality says that product attribute like eco-labelling helps to increase green awareness
among people and in this customer, perception plays an important role than the environmental
knowledge of people while environmental knowledge helps in controlling the green awareness
among people. This study also suggested that the Consumer’s buying behaviour is influenced by the
culture and geographical location of the people.

Ms. R. VIJAYALAKSHMI , Dr. ANITA RAMAN (2021) Consumer Perception Towards Green
Products – A Study With Reference To Chennai City. Stated that, : Environmentalism has fast
emerged as a worldwide phenomenon. Marketing organizations too have risen to the occasion and
have started responding to environmental challenges by practicing green marketing strategies. The
awareness of green marketing is increased among the Indian consumers. The present research work
indicates that the key to raise green purchasing intention among the general public lies on four
factors, which are Attitudes toward the Environment, Social Influence, Health Consciousness and
Perceived Consumer Effectiveness. The results of the study it is indicated that green product
attributes quality, durability and variety strongly influence the consumers’ understanding and
behavior towards environmentally friendly features of green products.

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Chih-Cheng Chen, Chien-Wen Chen and Yi-Chun Tung (2018) “Exploring the Consumer Behavior
of Intention to Purchase Green Products in Belt and Road Countries: An Empirical Analysis”
analysed that both environmental awareness and government role (extrinsic motivating attributes)
significantly and positively affected environmental and product attitudes for sustainable
consumption. Media exposure also exerted a significant positive effect on environmental attitude for
reducing, reusing and recycling emissions.

Witek and Kuzniar (2020) Green Purchase Behaviour: The Effectiveness of Sociodemographic
Variables for Explaining Green Purchases in Emerging Market” analysis of the factors determining
green purchasing behaviour. It contributes to the current literature by strengthening the existing
knowledge about the factors influencing green purchase behaviour in developing countries.

2.4 OBJECTIVES OF THE STUDY

1. To assess the consumer attitude, subjective norms, perceived behavioral norm that
affects their purchase intention.
2. To examine the consumer attitude, subjective norms, perceived behavioral norm that
affects the consumer’s purchase intention.

Theoretical Model
Consumer
attitude

Subjective norm

Purchase
intention
Perceived
behavior control

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CHAPTER 3

METHODOLOGY

3.1 RESEARCH PURPOSE

This study was basically conducted to whether people are aware about the green products.
The ideal sample for this study consisted of adults (age 18 years or older). Many researchers have
suggested that people with less education find it hard to understand the topic under consideration
compared to those with higher education. From this study, we can have a better understanding on the
consumers attitude towards green products and will get to about the purchase intention.

3.2 RESEARCH STRATEGY

In this Research, survey method was adopted where questionnaires were distributed to
respondents, the collected data was analysed using the Statistical Package for the Social Sciences
(SPSS) version 21.

3.3 RESEARCH APPROACH

A Descriptive research design has been employed by the present study. The study was
conducted among the people using green products.

3.4 SAMPLING METHOD

Sampling was adopted and 151 responses were collected.

3.5 DATA COLLECTION

 Primary data: Primary data was collected from respondents by administering questionnaire.

3.6 QUESTIONNAIRE USED FOR THE STUDY

A structured questionnaire was used to collect the responses for the study. The questionnaire used for
the study was adopted from studies by Application of the Extended Theory of Planned Behavior
Model to Investigate Purchase Intention of Green Products among Thai Consumers Kamonthip
Maichum, Surakiat Parichatnon and Ke-Chung Peng. The questionnaire had two sections. The first
section had questions pertaining to the demographic profile of the respondents and Section 2 had
items to measure the various constructs. The items in Section 2 were measured on a 5-point Likert
scale where 5 meant ‘Strongly Agree ‘and 1 meant ‘Strongly Disagree ‘. For instance, the
respondents were asked I will consider switching to eco-friendly brands for ecological reasons.

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Table 1 displays the reliability scores (Cronbach’s Alpha) of the various constructs. All constructs
reported a good reliability with Cronbach’s Alpha more than 0.7.

Table 1: Reliability Analysis

Constructs No of Cronbach’s alpha

items
Customer Attitude 4 .963
Subjective Norm 3 .925
Perceived Behavioral 4 .938
Control
Purchase Intention 5 .963

3.7 TOOLS USED FOR ANALYSES

Tools used in the study are:

 Percentage analysis

 ANOVA

 Descriptive statistics

 Correlation

 Regression

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CHAPTER 4

ANALYSIS AND DISCUSSION

4.1 PERCENTAGE ANALYSIS

Table 1: Demographic Profile of the Respondents

Demographic variable Description Frequency Percentage

Age below 25 126 83.4

25-35 21 13.9

36-45 4 2.6
Gender male 58 38.4
female 93 61.6
Education high school 3 2.0

diploma 11 7.3

Bachelor’s degree 73 48.3

Master’s degree 63 41.7

1 .7
doctoral degree

Geographical location 85 56.3

urban

semi urban 26 17.2

rural 40 26.5

From the table 1 it is inferred the majority of respondents are below 25 years of age i.e., 83.4%,
13.9% are from 25-35 years of age and 2.6% are from 36-45 years of age.
The table shows that 61.6% of respondents are female, which is higher than the male.
The majority of respondents are pursuing their bachelor’s degree i.e., 48.3% whereas the minority of
the respondents are pursuing doctoral degree 0.7%.
In location classification the urban area has the highest respondents of 56.3% it shows that people in
urban areas are more aware of green products than people in semi urban and rural areas.

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4.2 DESCRIPTIVE STATISTICS

Table 2: Descriptive Statistics

Variables Mean Std. Deviation Skewness Kurtosis

IVATT1
3.47 1.370 -.551 -.902

IVATT2
3.61 1.306 -.679 -.566

IVATT3
3.58 1.453 -.695 -.843

IVATT4
3.75 1.415 -.846 -.622

AVGATT
3.6026 1.31570 -.743 -.721

IVSN1
3.28 1.329 -.365 -.968

IVSN2
3.25 1.243 -.287 -.806

IVSN3
3.19 1.339 -.294 -1.099

AVGSN
3.2384 1.21617 -.276 -.920

IVPBC1
3.36 1.314 -.468 -.884

IVPBC2
3.51 1.290 -.626 -.610

IVPBC3
3.34 1.254 -.520 -.650

IVPBC4
3.24 1.320 -.308 -.995

AVGPBC
3.3626 1.18908 -.500 -.695

DVPI1
3.36 1.299 -.520 -.771

DVPI2
3.38 1.315 -.531 -.774

DVPI3
3.47 1.331 -.623 -.724

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DVPI4
3.43 1.278 -.561 -.705

DVPI5
3.48 1.370 -.500 -.971

AVGPI
3.4252 1.23208 -.603 -.738

It can be inferred from table above that the mean values for Customer Attitude (IVATT), Purchase
Intention (DVPI), Perceived Behavioural Control (IVPBC) and Subjective Norm (IVSN) is 3.6, 3,42,
3.36 and 3.23 respectively on a 5-point Likert scale. The high scores indicate that the respondents
perceive that Customer attitude towards green product is averagely high; perceive that purchase
intention, perceived behavioural control and subjective norms towards green product is very good.
Therefore, since there is no huge difference between the mean values of the variables; and mean
values of all the variables results average (moderate), it is understood that the customers awareness
and attitude towards the green product is averagely good now a days.

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4.3 ANOVA TEST

Table 3: Geographical location and study variable

Variable / geographical location

N Mean F Sig.
Consumer attitude Urban 85 3.8000

Semi urban 26 3.7308

Rural 40 3.1000 4.167 .017

Subjective norm Urban 85 3.4551

Semi urban 26 3.0646
2.8918 3.339 .038
Rural 40

Perceived behavioural control Urban 85 3.5882

Semi urban 26 3.3173
2.9125
Rural 40
4.628 .011
Purchase intention Urban 85 3.6259
Semi urban 26 3.5077
2.9450
Rural 40
4.416 0.14

Above table shows that the respondents of urban areas (3.8000) have high mean perception

regarding consumer attitude than compared to semi urban (3.7308) and rural areas (3.1000).

Urban area respondents have high perception about consumer attitude because they are well

aware about the importance of green products and choose this kind of sustainable products to

help the environment.

Respondent of urban areas (3.4551) have high mean perception regarding subjective norm

than compared to semi urban (3.0646) and rural areas (2.8918). Respondents of urban area

have high perception about subjective norm because consumers in urban area might be

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influenced by pressure groups who claim that using non-green products might damage or

devastate our environment.

Respondents of urban areas (3.5882) have high mean perception regarding perceived

behavioral control than compared to semi urban (3.3173) and rural areas (2.9125).

Respondent of urban area have high perception about perceived behavioral control because

the availability/convenience of buying green products in urban area is more when compared

to semi urban and rural areas.

Respondents of urban areas (3.6259) have high mean perception regarding purchase intention

than compared to semi urban (3.5077) and rural areas (2.9450).

Respondents of urban area have high perceived value about purchase intention because they

are more conscious of the existence of green products and they also receive more income

when compared to people of semi urban and rural areas .

Testing at 5% level of significance, the above table shows that consumer attitude, subjective

norm, perceived behavioral control and purchase intention all are perceived significantly

different from respondents of varied geographical location (since significance level is less

than 0.05 – 5%).

T- Test ANALYSIS

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Table 4: Gender and study variable

Variables gender N Mean SD Levene's Test for Equality t-test for Equality of
of Variances Means

F Sig. t df Sig. (2-tailed)

male 58 3.4009 1.38992 EVA .846 .359 -1.494 149 .137

Consumer
attitude female 93 3.7285 1.25848 EVNA -1.460 112.040 .147

male 58 3.2245 1.22254 EVA .196 .658 -.112 149 .911

Subjective
norm female 93 3.2474 1.21908 EVNA -.112 120.827 .911

male 58 3.3664 1.32967 EVA 2.746 .100 .031 149 .975

Perceived
behavioral 93 3.3602 1.09994 EVNA .030 104.268 .976
control female

male 58 3.3345 1.33002 EVA 1.954 .164 -.713 149 .477

Purchase
intention female 93 3.4817 1.17074 EVNA -.692 109.549 .490

There is no significant difference between the gender and the variables. when the p value under
Levene’s Test for Equal variances yields a value of > 0.05, it indicates that significant difference does
exists in the perception of respondents and the group variances (are equal), hence in the column
Levene's Test for Equality of variances the values in the first row (Equal variances assumed) is to be
considered.
 The above table reveals that no significant difference exists in the perception of Male and
Female respondents for the variables (consumer attitude, subjective norms, perceived
behavioral control)
 Female respondents score a high mean value compared to male respondents for all the
variables i.e., consumer attitude, subjective norms, perceived behavioral control.

4.4 CORRELATION ANALYSIS

Table: 5 Correlation Analysis

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Purchase intention
Pearson correlation
Coefficient (r)
Consumer attitude .913**
Subjective norm .827**
Perceived behavioral control .910**
Purchase intention 1
**. Correlation is significant at the 0.01 level (2-tailed).

Among the variables considered, highest correlation exists between purchase intention and consumer
attitude (0.913, p<0.000), the next highest correlation exists between purchase intention and
perceived behavioral control (0.910, p<0.000) followed by the correlation between purchase
intention and subjective norm (0.827, p<0.000). It could be interpreted that there is a positive
correlation between all the variables namely Purchase intention, Consumer attitude, Subjective norm
and Perceived behavioral control which is significant at 5% level.

4.5 REGRESSION ANALYSIS

Table: 6 Regression Analysis

Unstandardized Coefficients Standardized t sig

Variables Coefficients
B Std. Error Beta

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Constant .085 .103 .820 .414

Consumer .465 .052 .497 8.887 .000
attitude
Perceived .495 .058 .478 8.554 .000
behavioral control

Purchase intention = 0.085+ 0.465 consumer attitude+ 0.495 perceived behavioral control

From the above table it is inferred that the R square value is 0.888 and Adjusted R Square value is
0.887. This implies that Consumer attitude, perceived behavioral control predict 88.7% variance in
purchase intentions of the respondents. When the attitude of the consumers and perception control is
good, they will display more intention to purchase the green products.

REGRESSION FOR SUBGROUPS

Table: 7 Regression for subgroups

Male Female
Unstandardize Standardize Unstandardize Standardize
d coefficients d d coefficients d
Items coefficients coefficients
B Std. Beta t Sig. B Std. Beta t sig
error error
(Constant .077 .138 .560 . .092 .155 .597 .
) 577 552
Consume .466 .090 .487 5.16 . .462 .072 .497 6.43 .
r attitude 1 000 6 000
Subjectiv .000 .095 .000 -.002 . .014 .080 .014 .174 .
e norm 998 863
Perceived .497 .110 .497 4.52 . .482 .101 .453 4.77 .
behaviora 0 000 1 000
l control
R square= 0.928; Adjusted R R square= 0.856; Adjusted R square=
square=.924 0.8510

From the above table it is inferred that the adjusted R² value is 0.924 for the male respondents. This
implies that 92.4% variability on purchase intention is being predicted by the items of independent

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variables i.e., consumer attitude, subjective norm and perceived behaviour control. The consumer
attitude for buying the green products increases as the perceived behaviour influence them to go for
environmental concern.

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CHAPTER 5

FINDINGS, SUGGESTIONS AND CONCLUSIONS

5.1 FINDINGS

5.1.1 PERCENTAGE ANALYSIS

 83.4% of respondents are below age group of 25

 61.6% of respondents are Male.

 56.3% of respondents are in urban areas and are aware of green products.

5.1.2 DESCRIPTIVE STATISTICS

 Mean Score of Average Independent Variable “Customer Attitude” items are 3.602.
 Mean Score of Average Independent Variable “Subjective Norm” items are 3.238.
 Mean Score of Average Independent Variable “Perceived Behavioral Control” items are 3.362.
 Mean Score of Average Independent Variable “Purchase Intention” items are 3.425.

5.1.3 ANOVA AND T-TEST

ANOVA

 There is significant difference between geographical location study variables (consumer attitude,

subjective norms and perceived behavioral control)

 There is significant difference between Occupation and perceived behavioral control.

T-test

The female respondents are going for purchase of green products than the male gender with

irrespective of attitude, subjective norm.

5.1.4 CORRELATION ANALYSIS

 Highest Correlation (r=0.913, p<0.000) exists between “consumer attitude” and “purchase

intention”

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5.1.5 REGRESSION ANALYSIS

 88.7% variability on purchase intention is being predicted by the items of independent variables

i.e., consumer attitude, subjective norm, perceived behavioral control.

 92.4% variability on purchase intention is being predicted by the items of independent variables

(male)

5.2 LIMITATIONS OF THE STUDY

 Since our sample had a greater number of respondents who are below the age group of below 25,

they have more intention to purchase the green products.

 The sample size is limited only to 151 respondents, with limited samples the statement cannot be

generalised.

5.3 CONCLUSION

A study on perception of consumers among the general public who go for green products

purchasing. The main objective was to know how independent variable and dependent variable influence

each other. The most popular tool selected for analysis to know about the purchase intention of green

products by people was through SPSS software.

An analysis of the background and perception of people in different geographical location were

undertaken in the report. The data used in the analysis was collected by distributing the questionnaire

and 151 responses were received from various types of people from various locations like urban, semi-

urban and rural. The raw data contain a wide range of information, but only the data which is relevant to

objective of the study was considered. The result got through SPSS software is used for analysis.

The most of the respondents have the positive attitude towards the purchase of the green

products. The consumer attitude of the respondents had highly influence on the dependent variable

which is used in the study. The positive attitude of the consumer towards the purchase of green products

may be also with concern on the environment.

5.4 SCOPE OF THE STUDY

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 The specific green products can be considered for the future study with different

variables like environmental concern.

 The longitudinal approach can be ascertained for further research to see the change in

attitude and environment, the study can include a diverse demographic population

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BIBLIOGRAPHY

Suganya, D.& Dr.Kavitha, S.(2017) A Study on Consumer Awareness towards Eco Friendly Products

at Coimbatore.

Doni, P.A.,Norfaridatul, A.O., Muhammed ,H.B.,Yogi, U., & Rudy, A.(2021) Green awareness

through environmental knowledge and perceived quality.

Smitha, K.G., Pradeep, T., & Dr.NagaSundari, K.(2020) Consumer's Preference Towards Eco-

friendly products In Vijayawada – A Case Study.

N. Divyapriyadharshini and S.Devayani et.al, (2019) Consumer Awareness towards Green Products

and Its Impact.

Dr. Rambabu Lavuri and Dr. D. Sreeramulu (2019) Green products and consumer awareness level.

Sargam Bahl and Tulika Chandra (2018) Impact of Marketing Mix on Consumer Attitude and

Purchase intention towards 'Green' Product.

Wijekoon, R.; Sabri, M.F. (2021) Determinants That Influence Green Product Purchase Intention and

Behavior.

Kripa N S, Vinod L (2021) A Study on Consumer Behavior towards Green Products and Barriers in

Consumer Purchase Decision.

Ms. R. VIJAYALAKSHMI , Dr. ANITA RAMAN (2021) Consumer Perception Towards Green

Products – A Study With Reference To Chennai City.

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APPENDIX

Dear Sir/Madam

Regards. We the First Year MBA students of GRG School of Management Studies are carrying

out a research on the topic “ Application of the Theory of Planned Behavior Model to

InvestigateConsumer Awareness, Attitude towards Green products ”.We kindly request you to

spare few minutes of your valuable time in filling up the questionnaire. We assure you that the

responses will be kept confidential and used for academic research purpose only.

Thank You.

DEMOGRAPHIC PROFILE:

1. Age (years): a) Below 25 b) 25-35 c) 36-45 d) 46 - 55 e) Above 55 years

2. Gender: a) Male b) Female

3. Education: a) High school b) Diploma c) Bachelor’s degree d) Master’s degree e) Doctoral

degree f) others, specify ________

4. Geographical location: a) Urban b) Semi Urban c) Rural

5. Kindly encircle the option that you feel is the right response. The descriptions for the options

are 5-Strongly Agree; 4-Agree; 3-Neutral; 2-Disagree; 1-Strongly Disagree

ATT1 I think that purchasing green product is favorable 5 4 3 2 1

ATT2 I think that purchasing green product is a good idea 5 4 3 2 1
ATT3 I think that purchasing green product is safe 5 4 3 2 1
ATT4 Green products are good for the environment 5 4 3 2 1
SN1 My family thinks that I should purchase green products rather than 5 4 3 2 1
normal products
SN2 My close friends think that I should purchase green products rather 5 4 3 2 1

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than normal products

SN3 Most people who are important to me think I should purchase green 5 4 3 2 1
products rather than normal products
PBC1 I am confident that I can purchase green products rather than normal 5 4 3 2 1
products when I want
PBC2 I see myself capable of purchasing green products in future 5 4 3 2 1
PBC3 I have resources, time and willingness to purchase green products 5 4 3 2 1

PBC4 There are likely to be plenty of opportunities for me to purchase 5 4 3 2 1

green products
PI1 I intend to purchase green products next time because of its positive 5 4 3 2 1
environmental contribution
PI2 I plan to purchase more green products rather than normal products 5 4 3 2 1

PI3 I will consider switching to green products for ecological reasons 5 4 3 2 1

PI4 I will make an effort to purchase green products for my own use 5 4 3 2 1

PI5 I would buy green products if I happen to see them in a store 5 4 3 2 1

REFERENCES:
 https://www.mdpi.com/2071-1050/8/10/1077
 https://www.researchgate.net/profile/Mohammad-Islam-
222/publication/358461030_IITM_Journal_of_Management_and_IT_D_r_M_ohammad_Shahi_
dul_I_sl_am_Associ_ate_Professor_Department_of_Business_Administration_BGMEA_Uni_ve
rsi_ty_of_Fashi_on_and_Technol_ogy_Panel_Data_Study_of_Dividend/links/62036742c8b46c1
ad9757b60/IITM-Journal-of-Management-and-IT-D-r-M-ohammad-Shahi-dul-I-sl-am-Associ-
ate-Professor-Department-of-Business-Administration-BGMEA-Uni-versi-ty-of-Fashi-on-and-
Technol-ogy-Panel-Data-Study-of-Divide.pdf#page=12
 http://www.ijssh.org/vol7/844-H200.pdf

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