A STUDY ON THE ENVIRONMENTAL AWARENESS AND THE CHANGING ATTITUDE OF THE STUDENTS AND PUBLIC IN COIMBATORE TOWARDS GREEN

PRODUCTS
Banumathi Mannarswamy Pondicherry University India Abstract The increase in human pollution coupled with development of science and technology has been a serious threat to global ecological balance. Human activities through the years have degraded all the vital life supporting systems like air, water and land. The World Health Organization estimates that by the turn of the century, 18 per cent of the expenditure in Asias newly industrialized countries will go towards environment-related expenses (Levin, 1991). World wide evidence indicates people are concerned about the environment and are changing their behavior accordingly. As a result there is a growing market for sustainable and socially responsible products and services. A new sense of urgency about Indian environmental degradation has compelled a number of ordinary individuals to make eco-conscious life style changes. The objective of the study is to understand the awareness level of the customers on Green products in Coimbatore and to evaluate the customers attitudes towards the Green Products. Primary data was collected through the questionnaire from 100 General Public (Men and Women) and 100 Students of Coimbatore city, Tamilnadu. Secondary data was collected from various published sources. The first section gives an over view on the importance of environmental awareness, the second section analyzes the awareness level of the customers third section deals with the factors influencing green purchase followed by the findings of the study and conclusion. It is found that the customers in Coimbatore are aware of environmental problems and green products in the market but the attitude and behavior towards the green purchase is not improved.

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INTRODUCTION

The increase in human pollution coupled with development of science and technology has been a serious threat to global ecological balance. Human activities through the years have degraded all the vital life supporting systems like air, water and land. According to the World Health Organization (WHO) report air pollution in India causes 5,27,700 deaths every year. 21 % of communicable diseases in India are related to polluted water. World wide evidence indicates people are concerned about the environment and are changing their behavior accordingly. As a result there is a growing market for sustainable and socially responsible products and services. The types of business that exist, the products they produce and their approaches to marketing are changing. The World Health Organization estimates that by the turn of the century, 18 per cent of the expenditure in Asias newly industrialized countries will go towards environment-related expenses (Levin, 1991). The rapid growth of industrial/commercial activities remains the root of pollution in these countries. The last decade has witnessed a dramatic increase in environmental consciousness worldwide. A recent survey found that 82 per cent of British citizens rated the environment as an immediate and urgent problem, while another study established that 69 per cent of the general public believes that pollution and other environmental damage are impacting on their everyday life (Bodo B. Schlegelmilch 1996) Though the green trend is more discernible in the developed countries, it has slowly started gaining ground in the developing countries as well. In India too, concern for the environment has considerably heightened in recent years and this is evident from the increasing enactment of environmental legislations and judicial activism. Business firms have also started turning green and embracing green marketing practices to conform to green pressures and environmental legislation ( Sanjay K. Jain & Gurmeet Kaur 2004) National Geographic (May 2008) ranked Indians at the bottom of the list of 14 Nationalities in environmental awareness. Indians lack awareness about the green products. A new sense of urgency about Indian environmental degradation has compelled a number of ordinary individuals to make eco-conscious life style changes. To take advantage of the emerging green market it is important to understand the green consumers and the factors influencing their purchasing decisions and behavior. The purpose of the present study is to analyze the changing attitudes of consumers in Coimbatore towards the green products. II REVIEW OF LITERATURE

Green Marketing: Green or Environmental Marketing consists of all activities designed to generate and facilitate any exchanges intended to satisfy human needs or wants, such that the satisfaction of these needs and wants occurs, with minimal detrimental impact on the natural environment (Stanton and Futrell, 1987).

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Integrating environmental life cycle consideration in product design: The customers perception alone is not changed. The product design and product life cycle also integrated with the environmental considerations. The below given chart explains clearly. Customers prefer products that are environmentally friendly. Consumer products targeted at the environmentally conscious market include phosphate-free detergents, recycled paper products, sustainably produced wood and other building materials, and organically farmed foods. Customer oriented organizations would readily switch to environmentally friendly products if there was demand for such products and customers are willing to pay the price premium. Environmental claims can refer to biodegradability, recyclability of packaging, energy conserving nature of the production process, and non-use of pesticides and herbicides.

Factors influencing the Green Purchase: A number of past studies have made attempts to identify demographic variables that correlate with ecologically conscious attitudes and/or consumption. Such variables, if significant, offer easy and efficient ways for marketers to segment the market and capitalize on green attitudes and behavior. Gender, age, income, level of education, occupation, number of children, social class and place of residence are amongst the key socio-demographic variables that have been used in the past studies. While some studies have found no significant relationship between gender and environmental knowledge others report males as being environmentally more knowledgeable than females probably due to the fact that males are generally more outgoing and, hence, more exposed to the environmental information than females. A majority of the studies point to a significant and negative relationship between the age and environmental knowledge. A majority of the studies reveal a positive relationship between education and environmental knowledge and attitudes because educated people who can understand the Volume:01, Number:07, Nov-2011 : RJSSM www.theinternationaljournal.org Page 77

intricate relationship between the environment and human beings. A few exceptions to the above findings, however, do exist. The Green marketing Strategies: Consumer marketers need to develop strategies which will allow them to overcome three problems associated with green marketing: poor credibility; consumer cynicism; and consumer confusion. Environmental organizations are increasing their willingness to enter into strategic alliances with manufacturers. They realize that both the organizations and environmental groups benefit from these associations. Choosing the correct alliance partner is not a simple task. The awareness of business school educators on environmental or "green" issues is currently on the increase. III METHODOLOGY

To identify ecologically conscious consumers, understanding the demographic and psychographic background and their attitudes towards the green products becomes essential. Primary data was collected through the questionnaire from 200 customers that include 100 Students (College Students) and 100 General Public (Men and Women) of Coimbatore city. IV RESULTS AND DISCUSSION

A. Socio Economic Background of the Sample Respondents: Gender: From the socio economic background of the sample respondents it is clear that out of 100 students 53 of them were Male and 47 Female. 44 Men and 56 women were also interviewed for the study. Age: When we look at the age group of the students 97 % of them belong to 18-25 years. Out of the general public 57% of them were below 35 years and 25 % of them were above 45 years. Education: 61 % of Post graduate students and 18 % of the under graduates were taken into the study. 64 % of graduated public and 22 % of school finished public are also there in the sample. Occupation: 44 % of them were employed followed by Business people (22 %), Housewife (16 %) and Professionals (14%). Monthly Income: The monthly income of 27 % of the sample was below Rs.10,000 and 15 % of them were earning above Rs. 40,000 per month. And 31% of them lie in the category of Rs. 20000- 40000.

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Table I General Background of the Customers (In percent) -----------------------------------------------------------------------------------------------------------Students General Public -----------------------------------------------------------------------------------------------------------(%) (%) Gender: Male 53 44 Female 47 56 Age: 18-25 97 18 25-35 2 39 35-45 1 18 Over 45 25 Education: High School 22 Under Graduate 18 32 Post Graduate 61 32 Professional / Technical 19 5 Others 2 9 Occupation: Student 100 Employed 44 Housewife 16 Professional 14 Business 22 Others 4 Monthly Income: (In Rupees) 10000 or below 27 10000-20000 19 20000-30000 20 30000-40000 11 40000-50000 10 Over 50000 5

B.

Awareness level of Green Products among the Respondents:

The environmental awareness of the students and general public of Coimbatore is measured in various ways and presented. Table II Green product awareness among the customers in Coimbatore Awareness on Green products Environmental problems Students Aware Not aware 88 7 94 4 (In percent) General Public Aware Not aware 90 10 83 17 Page 79

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From the above table we can infer that the awareness level about green products was extremely high among the 200 customers surveyed nearly 90 % of the students and the general public were aware of green products and the environmental problems related to production, use and disposal of various consumer goods. Table III Green Product awareness and use among the customers in Coimbatore (In percent) Students General Public Products No. of people No. of No. of people No. of Aware Users Aware Users Organic Food articles/ vegetables 59 28 44 48 Cosmetics 48 34 48 28 Medicines 47 39 42 39 CFL bulbs 34 40 32 42 Unleaded Petrol 46 33 46 29 Solar heaters 58 25 65 15 Electric Bikes/ cars 67 12 66 10 Rechargeable batteries 46 33 44 27 Eco-friendly papers/ notebooks 44 42 42 28 Green washing machines / detergents 50 18 35 14 Cloth bags 31 57 26 61 The Table-III explains very clearly that around 40 70 % of the students and general public were aware of various green products available in the market. The number of users of these products though was lesser. More number of students used green cosmetics, medicines, notebooks and batteries whereas the general public used more of organic food products. Now-a-days the users of cloth bags (61%) are increasing in Coimbatore. It is found that the specific reasons for using green products were as follows. The purchase of organic food articles and vegetables were because to protect their health. Cosmetics and medicines were purchased due to avoid the side effects of other medicines. CFL bulbs, electric bikes, rechargeable batteries and solar heaters were used to save energy. Green washing machines and detergents are preferred to reduce the water usage and to maintain the life of cloth. To reduce the pollution in the environment the cloth bags are also used by the students and the general public of Coimbatore. The eco friendly note books and papers are used to save the trees. They have listed other products like organic fertilizers and chocolates and footwear. Table IV Customers source of Information about Green Products (In percent) Information from Students General Public (%) (%) Family 16 25 Friends 35 28 Colleagues 2 4 Salesmen 3 3 Advertisement 23 31 Education 24 18 News paper / Magazine Articles 29 28 Volume:01, Number:07, Nov-2011 : RJSSM www.theinternationaljournal.org Page 80

From the above table we can infer that students have become aware of green products from friends, media, through their education and advertisements. Advertisements happen to be the most important source of information about green products followed by media, friends and family. The sales people and colleagues play very meager role in the spread of information on green products in the city. Table V Customers rating on Green Products and Organic Food Green products and environment (%) Students Safe No difference Dont Know General Public Safe No difference Dont Know 72 10 21 76 17 11 71 12 15 71 11 14 (In percent) Organic food and health (%)

Around 76% of the customers rated the green products effect on environment as safe and 71% of the students and general public felt that the organic food products are also safer compared to other products. Table VI Customers perception on the Quality and Price of the Green Products (In percent) Item Students General Public Yes No Yes No Difference in Quality 87 7 82 13 More expensive 69 30 82 15 The above table indicates that the customers were clear about the quality of the green products. 87% of the students and 82% of the general public accept the difference in the quality of green products knowing that the price was very expensive. Table VII Customers readiness to pay more for Green Products (In percent) Always Some times Never Students 19 71 General Public 36 54 10 From the above table we can understand that the customers in Coimbatore are ready to pay more for green products. 36% of the Public and 19% of the students are always willing to pay more and 71% of the students and 54% of the pubic were ready to pay sometimes only. 10% of the public were not willing to pay more for green products. Volume:01, Number:07, Nov-2011 : RJSSM www.theinternationaljournal.org Page 81

C. Factors influencing the purchase of Green Products: The various factors influencing the purchase of green products among the students and the general public is analyzed and discussed below. Table VIII Factors Influencing the Customers to purchase Green Products (In percent) Factors Students General Public Advertisement Easier availability Lower prices and standard pricing Proper labeling and Quality certification Through education / awareness Government support 46 21 28 27 36 23 43 39 32 27 46 17

The table explains clearly that various factors influencing the customers to purchase green products in the market. Advertisement (46%) plays very dominant role in the decision making of the public and students on green purchase followed by education (46%), availability (39%) and price (32%). The government support (17%) was not considered much for the purchase of green products. Table IX Customers behavior towards Green Products Statements I very rarely buy eco friendly organic products I dont notice the eco label of the products I dont mind paying extra for green products The solution to environmental problems is the responsibility of the government Eco conscious consumption leads to better health Individual effort can help in saving the environment (In percent) Students (%) General Public (%) Agree Dont Disagree Agree Dont Disagree Know Know 70 7 23 46 18 29 34 44 60 76 66 42 27 18 15 11 21 26 21 7 21 28 41 52 79 64 43 24 18 11 6 21 24 22 4 24

The Table IX gives an idea about the customers behavior towards green products. 70% of the students and 46% of the public agree that they rarely buy eco friendly organic products. Only 38% of students and 28% of the public agree that they do not notice the eco labels when they buy. Around 45% of the customers were willing to pay more for green products. The Volume:01, Number:07, Nov-2011 : RJSSM www.theinternationaljournal.org Page 82

students and the general public felt the environmental problem should be solved by the Government. Nearly 80% of the public and 76% of the students felt that the eco conscious consumption will lead to better health. 64-66% of the Coimbatore customers agree that individual effort can help in saving the environment. Table X Importance of Environmental education Environmental education essential for School students College students General public Students (%) 94 94 93 (In percent) General Public (%) 100 99 99

From the above table we can infer that the importance of environmental education on the ecoconsciousness of the customers when they purchase goods and services in the market. Among the samples surveyed more than 90% of the students and nearly 100% of the public felt that environmental education was essential for both school and college students as well as for the general public also. V FINDINGS OF THE STUDY

The key findings of the study were: 1. 2. 3. Around 90% of the students and general public were aware of environmental problems related to production, use and disposal of various consumer goods. Students were using green cosmetics and medicines to prevent their health and the electric bike usage is very less. Students have become more aware of green products through friends and followed by the magazines and advertisements. The sales people play very less role in creating awareness. 75% of the students and public felt that the green products and organic food are safe to the environment and health. And they accept the difference in quality and the price. When it comes to green purchase advertisement (46%) influences the customer to take a decision followed by the availability (39%) and price (32%). 70 % of the students rarely buy green products but they know it is good for health and environment and they feel it is Governments responsibility. Both the students and public that the individual effort can help in saving the environment. Nearly 100% of the public felt that environmental education was essential for the school students, college students and for the general public.

4.

5. 6.

7.

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SUGGESSIONS 1. Government and NGOs can act as change agents by mandating greater attention to environmental standards. 2. The price of the green products can be reduced through providing government subsidies and support to the producers. 3. Creating awareness among the public through an effective media like TV and including environmental studies as a subject in the school and college level. VI CONCLUSION

It is concluded that the customers in Coimbatore are aware of environmental problems and green products in the market. But the attitude and the behavior towards the green purchase is not improved. So it is essential to create awareness among the customers and proper education about the green purchase and government support is also mandatory to increase the environmentally conscious customers in Coimbatore. References: Alma T Mintu and Hector R. Lozadam (1993), Green Marketing Eduction : A call for action, Marketing Education Review, Vol.3, pp.17-23. Bodo B. Schlegelmilch, Greg M. Bohlen and Adamantios Diamantopoulos, (1996), The link between green purchasing decisions and measures of environmental consciousness, European Journal of Marketing, Vol.30, No.5, pp.35-55. Chitra .K (2007), In search of the Green Consumers: A perceptual study, Journal of Services Research, Vo.7, No.1, pp.173-191. Clare DSouza, Roman Peretiat (2002) The nexus between industrialization and environment: A case study of Indian enterprises, Environment Management and Health, Vol.113, No.1, pp.80-97. Esther P Y, Yam-Tang (1998), Purchasing behaviours and perceptions of environmentally harmful products, Marketing Intelligence and Planning, Vol.16, No.6, pp.356-362. Ken Peattie, (2001), Towards sustainability: The Third age of Green Marketing, The Marketing Review, 2, pp.129-149. Sanjay K. Jain and Gurmeet Kaur (2004) Green Marketing: An Indian Perspective, Decision, Vol.31, no.2, July-December 2004. Sanjay K Jain, Gurmeet Kaur (2006), Role of Socio-Demographics in segmenting and profiling green consumers: An exploratory study of consumers in India, Journal of International Consumer Marketing, Vol.18(3), pp.107-146. William E kilbourne (1998), Green Marketing A Theoretical Perspective, Journal of Marketing Management, Vol.14, pp.641-655. *** Volume:01, Number:07, Nov-2011 : RJSSM www.theinternationaljournal.org Page 84