INTERNATIONAL JOURNAL OF RESEARCH CULTURE SOCIETY ISSN: 2456-6683 Volume - 3, Issue - 11, Nov – 2019

Monthly, Peer-Reviewed, Refereed, Indexed Journal Scientific Journal Impact Factor: 4.526
Received on : 18/11/2019 Accepted on : 29/11/2019 Publication Date: 30/11/2019

CONSUMER SATISFACTION ON GREEN PRODUCTS:

AN OVERVIEW
Ms. M. Santhini
M.Com., B.Ed., M.Phil,
Assistant Professor, Sree Balakrishna College, Mettamalai, Rajapalayam, Tamilnadu

Abstract: Green transformation, making strides toward environmental friendliness, natural security, manageable
way of life, reasonable advancement, ensuring our earth and a lot more have become a characteristic wonder in
our regular day to day existence. Green advertising is a device utilized by numerous organizations in different
businesses to pursue this pattern. So as to stay aware of the changing industry condition and shopper needs,
numerous associations around the globe have been compelled to receive green advertising rehearses for social
obligation issues. Protecting the condition has become the need of any aggressive association in the worldwide
market. Ecological inviting items with biodegradable bundles are favored by focused organizations in the
worldwide market. The information gathered was dissected and displayed as, diagrams what's more, diagrams
utilizing frequencies, rates and mean scores. Green showcasing methodology is one of the critical procedures that
can't be forgotten about by focused associations. Social obligation has become the drive of any effective association
in the worldwide market. It very well may be inferred that, item system, estimating methodology, advancement
procedure and dissemination technique of any organization ought to underscore on green promoting rehearses.
The present examination presents the idea of green item and investigates the different manners by which the diverse
buyer fulfillments identify with the idea of green items. A reasonable structure is exhibited and the data are broken
down based on the system.

Keywords: Ecological inviting, Green transformation, Eco-Friendly Products.

1. INTRODUCTION:
Green promoting is very basic for the maintainability of an association nowadays. As is uncovered from the
writing audit there is a great deal of hole in examining at this point. Likewise, in India very little work is done to the
extent that the impact of green advertising on buyer conduct is concerned. The investigation is led to realize the issues
looked by utilizing non-natural item which has synthetic manures, pesticide contribution to get more yield of the items.
Today the world requires new choices and advancements which are prompting green promoting condition and
furthermore to make another attractive condition for the potential purchasers1. Utilization of pesticide makes destructive
the shoppers. These days the customers have mindfulness on natural items and began purchasing and using. Agribusiness
is the essential source of production for around 58 percent of India's kin2. Green shopper alludes to customers who are
worried about the earth in their buy conduct, exercises related with the commercial center and utilization propensities and
consider the impact of their conduct on the indigenous habitat around them. Individuals are effectively attempting to
decrease their effect on nature. Regardless, this isn't clearing is as of recently making. Affiliations and business, in any
case, have seen this modification in client mentalities and are attempting to get an edge in the mighty business section by
mauling the potential in the green business region industry3. Items with practically no bundling, items produced using
regular fixings and items that are made without causing contamination are generally instances of green items.
Consequently, this investigation endeavors to discover the mindfulness and information about condition related issues,
sway on their purchasing conduct like and purchase eco-accommodating items and pay a top notch cost for such items.
Measures vacillate far and wide, yet characteristic developing when all is said in done features practices that try to cycle
resources, advance natural leveling, and proportion biodiversity4. Up until this point, agriculturists have been working on
a particularly absurd condition. Work arranges in the lively fragment and a noteworthy piece of it contains farmers. The
characteristic developed items don't have any mischief and it has more an incentive since it is wellbeing concerned. Since,
the surrender of specific sources of info, for example, mineral manures and pesticides this turns out to be more conditions
agreeable. Maintainable advancement in natural cultivating will less contaminate, water waste and ideal utilization of
vitality. This primary witticism of practical natural cultivating is about not expending less, yet better5.
The green zone echoes a circumstance like information abnormalities in divisions like advancement and versatile
collecting, wherein managerial center individuals expect a basic employment6. Agribusiness administrations are given in
various discussions through portable. Horticulture has been yet to pull in the thought of India's CSR. Countries that had
commonly high Agriculture advancement saw significant reduction in poverty7. Particular rancher was consistently great
excrement utilized for creation of horticulture item so in the time same idea of publicizing pursues the ranchers.

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INTERNATIONAL JOURNAL OF RESEARCH CULTURE SOCIETY ISSN: 2456-6683 Volume - 3, Issue - 11, Nov – 2019
Monthly, Peer-Reviewed, Refereed, Indexed Journal Scientific Journal Impact Factor: 4.526
Received on : 18/11/2019 Accepted on : 29/11/2019 Publication Date: 30/11/2019

Publicizing set up the showcasing of natural or inorganic items. Purchaser search for the natural item in the time spread
adverting style, however asymmetry of the rancher items8. Natural agribusiness limits the danger of yield disappointment,
eases returns and development in the life of little ranchers' families. Natural horticulture shows plentiful advantages, as it
lessens a significant number of the ecological effects of regular agribusiness, it can build proficiency in little ranchers'
fields, and it diminishes depending on expensive outside data sources, and ensures cost premiums for natural items.

2. REVIEW OF LITERATURE:
Rashad Yazdanifard, et al (2011)9, in their paper entitled “The impact of Green Marketing on Customer satisfaction
and Environmental safety” concluded that Green showcasing is a device for securing the earth for the future age. It
positively affects ecological well being. Due to the developing worry of natural insurance, there is a rise of another market
which is the green advertise. For organizations to get by in this market, they have to go green in all parts of their business.
Shoppers need to distinguish themselves with organizations that are green consistent and are eager to pay a premium for
a greener way of life.
Arvin Lucy Onditi (2016)10, in their article entitled “Green Marketing and Consumer Satisfaction” prescribes that
proper valuing methodologies to be applied in estimating the green items. Ideally, the examination prescribes differential
estimating or eminence evaluating as most clients will in, general partner cost with the nature of the items. This won't
just expand productivity to the retail locations yet in addition increment purchasers' mental fulfillment and achieve client
devotion.
G.Nedumaran, et al (2018)11, in their paper entitled “Green Marketing on Customer Behaviour towards Usage of
Green Products observed that Planet earth is confronting a significant test of a worldwide temperature alteration. The
Green showcasing idea is particularly similar to the green plants that give oxygen, which is the essential need of living.
Subsequently, this investigation endeavors to discover the buyers’ expert natural concerns, mindfulness and learning
about condition related issues, effect on their purchasing conduct to incline toward and purchase eco-accommodating
items and pay a top notch cost for such items.
M.S. Ranjithkumar, et al (2018)12, in their research paper entitled “A Study on Consumers Level of Satisfaction
Towards Eco-Friendly Products” conclude that customers are searching for marked items it is the duty of the makers that
they ought to be progressively worried for ecological sound items. Numerous individuals are helping their neighbors in
understanding the natural items. Huge numbers of general society have turned up for ecological concern items, which is
by all accounts a positive sign of natural assurance.

3. OBJECTIVES OF THE STUDY:

 To determine the needs and problems of the green marketing.
 To analysis the consumer satisfaction of the study on Rajapalayam Taluk.

4. TOOLS FOR COLLECTION OF DATA

Data, which is a vital aspect in any research, has been collected through various resources for the study. Both
primary data and secondary data have been collected and used for the research.

5. PLAN OF ANALYSIS
The data collected from consumer survey was tabulated category wise and to analyze and interpret the collected
data, the researcher has used the following statistical techniques:
 Tables have been used to present the data in a suitable form.
 Histograms, charts and graphs are used to analyze the opinion of the respondents.
 To compare, percentage analysis is used.
 To find out Weighted Mean Score, is used. The formula used for the purpose is
_ WX
x = ------------
W

6. NEED OF FIRMS TO USE GREEN MARKETING:

 Opportunity
Subsequently, green advertisers have broadened to a genuinely sizeable section of shoppers to take into account.
 Social Responsibility
Numerous organizations have begun to understand that they should act in a naturally well disposed manner.
They accept both in accomplishing natural targets just as benefit related goals regarding the rule of Extended Producer
Responsibility (EPR).

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INTERNATIONAL JOURNAL OF RESEARCH CULTURE SOCIETY ISSN: 2456-6683 Volume - 3, Issue - 11, Nov – 2019
Monthly, Peer-Reviewed, Refereed, Indexed Journal Scientific Journal Impact Factor: 4.526
Received on : 18/11/2019 Accepted on : 29/11/2019 Publication Date: 30/11/2019

 Legislative Pressure
Different guidelines are surrounded by the legislature to secure customers and the general public on the loose.
The Indian government also has built up a system of enactments to decrease the generation of unsafe merchandise and
results. These lessen the business' creation and shopper's utilization of hurtful merchandise, including those adverse to
nature; for instance, the boycott of plastic packs, denial of smoking in open zones, and so on.
 Focused Pressure
Another significant power in the ecological promoting region has been a firm want to keep up their focused
position. As a rule, firms watch contenders advancing their ecological practices and endeavor to imitate this conduct. In
certain occurrences this aggressive weight has made a whole industry adjust and hence decrease its negative natural
conduct.
 Cost Reduction
Decrees of unsafe waste may prompt significant cost reserve funds. Now and then, numerous organizations
build up a harmonious relationship whereby the waste created by one organization is utilized by another as a financially
savvy crude material.

7. PROBLEMS ASSOCIATED WITH GREEN MARKETING:

 Believability
One of the primary issues is that organizations utilizing green advertising must guarantee that their exercises
are not deluding to purchasers or industry, and don't break any of the guidelines or laws managing ecological
showcasing.
 Try not to Follow Consumer's Perception Blindly
Another issue association's face is that the individuals who change their items because of expanded shopper
concern must battle with the way that customers' discernments are some of the time not right. Take for instance the
McDonald's situation where it has supplanted its clamshells with plastic covered paper.
 Back Up Your Marketing with Good Technical Assistance
At the point when firms endeavor to turn out to be socially mindful, they may confront the hazard that the
naturally dependable activity of today will be seen as unsafe later on.
 Absence of Policies
While legislative guideline is intended to offer buyers the chance to settle on better choices or to propel them to
be all the more earth mindful, there is trouble in building up arrangements that will address every natural issue.
 Try not to Follow the Competition Blindly
Responding to aggressive weights can cause all "supporters" to commit a similar error as the "pioneer.
 Attempt to Minimize the Waste, Rather Than Find Appropriate Uses for It
Most waste delivered will enter the waste stream, subsequently, to be naturally dependable associations should
endeavor to limit their waste, instead of finding fitting utilizes for it.

8. ANALYSIS DEMOGRAPHICAL VARIABLES:

Table 1
DATA ANALYSIS DEMOGRAPHICAL VARIABLES
S.No Factors Variable Respondents Percentage
Gender Male 62 62%
1. Female 32 32%
Transgender 06 6%
Age Below 20 19 19%
21-30 52 52%
2.
31-40 22 22%
Above 40 07 07%
Marital status Married 57 57%
3.
Unmarried 43 43%
Education Secondary Level 26 26%
4.
College level 74 74%
Occupation Employed 63 63%
5.
Unemployed 37 37%
Location Urban 41 41%
6. 7 Semi-Urban 27 27%
Rural 32 32%

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INTERNATIONAL JOURNAL OF RESEARCH CULTURE SOCIETY ISSN: 2456-6683 Volume - 3, Issue - 11, Nov – 2019
Monthly, Peer-Reviewed, Refereed, Indexed Journal Scientific Journal Impact Factor: 4.526
Received on : 18/11/2019 Accepted on : 29/11/2019 Publication Date: 30/11/2019

Family Type Nuclear 59 59%

7.
Joint Family 41 41%
Family Size Below 3 Members 43 42%
8. 4-5 Members 29 29%
Above 5 Members 28 28%
Income (Monthly) Below 20000 41 41%
20001-40000 32 32%
9.
40001-60000 17 17%
Above 60000 10 10%

Table 2
CONSUMER SATISFACTION OF GREEN PRODUCTS
CALCULATION OF WEIGHTED AVERAGE MEAN SQUARE

Particular HS S NOR DS SDS Cal. Rank

S.No
Value
Taste 51 42 07 0 0 4.44 5
1.
2. Quality 57 42 01 0 0 4.56 3
3. Affordability Price 33 61 06 0 0 4.27 6
4. Availability 29 63 08 0 0 4.21 8
5. Natural Ingredients 31 64 05 0 0 4.26 7
Less damage to the 59 39 02 0 0 4.59 1
6.
environment
7. Attractive Packaging 47 49 04 0 0 4.47 4
8. Health Purpose 62 33 05 0 0 4.57 2
Source: Primary data
(HS- Highly Satisfied, S- Satisfied, Satisfied NOR DisSatisfied, DS- DisSatisfied, SDS- Strongly DisSatisfied)
Out of 8 factors, demonstration ranked the first place with the weighted mean score of 4.59, followed by Less
damage to the environment, Health Purpose ranked second (4.57), Quality ranked third(4.56), attractive packaging
ranked fourth (4.47), quality ranked fifth (4.44), affordability price ranked sixth (4.27), Natural Ingredients ranked
seventh (4.26), Availability ranked eighth (4.21), The consumer satisfaction about green products are presented in Table
2.

9. INDEPENDENT VARIABLE PROFILE DETAILS ON CONSUMER SATISFACTION ON GREEN

PRODUCTS
9.1 GENDER CLASSIFICATION
Sex roles have blurred and gender is no longer an accurate way of distinguishing consumers in some product
categories. Yet, the demand for the products depends upon the classification of gender. The analysis of data gathered
showed that, out of 100 consumers took for research, a majority of 62 respondents, representing 62 percent was male
consumers, 32 consumers (32 per cent) were female and the remaining 6 (6% percent) consumers is transgender
consumer. The gender classification of the sample respondents is explained in Table 1.

CHART-1.
Gender Male Gender Female Gender Transgender

6%

32%

62%

Sources: Primary data

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INTERNATIONAL JOURNAL OF RESEARCH CULTURE SOCIETY ISSN: 2456-6683 Volume - 3, Issue - 11, Nov – 2019
Monthly, Peer-Reviewed, Refereed, Indexed Journal Scientific Journal Impact Factor: 4.526
Received on : 18/11/2019 Accepted on : 29/11/2019 Publication Date: 30/11/2019

9.2 AGE-WISE CLASSIFICATION

Age plays a significant role in deciding the choice of consumers’ product. Age is an extremely useful consumer
characteristic in segmenting a consumer market. Age is an important factor which influences the behavior of an
individual. The researcher interviewed the consumers belonging to different age groups under five heads, namely, (i)
Below 20, (ii) 21-30, (iii) 31-40, and (v) Above 40. The analysis of the collected data disclosed that out of 100
respondents, a majority of 52 respondents representing 52 per cent of the respondents was in the age group of 21-30
years, followed by 22 respondents (22 per cent) were in the age group of 31-40 years, 19 respondents (19 per cent) were
in the age group of Below 20 years, and the remaining 7 respondents (7 per cent) were in the age group of Above 40
years The age-wise classification of the sample respondents are given in Table 1, Chart-2.

CHART- 2

CONSUMER AGE PROFILE

Age Below 20 Age 21-30 Age 31-40 Age Above 40

7% 19%
22%

52%

Sources: Primary data

9.3 MARITAL STATUS

Marital status is another most important factor which determines the buying pattern of the Consumers. The
marital status of the respondents is analyzed into two heads, namely, (i) married and (ii) unmarried. The analysis of the
collected data revealed that out of 100 respondents, a majority of 43 respondents representing 43 per cent were unmarried
and the remaining 57 respondents (57 percent) were married. The marital status of the sample respondents is given in
Table 1, Chart-3.
CHART-3.
PROFILE MARITAL STATUS
Marital status Married Marital status Unmarried

57
43

43%

57%
1
2

Sources: Primary data

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INTERNATIONAL JOURNAL OF RESEARCH CULTURE SOCIETY ISSN: 2456-6683 Volume - 3, Issue - 11, Nov – 2019
Monthly, Peer-Reviewed, Refereed, Indexed Journal Scientific Journal Impact Factor: 4.526
Received on : 18/11/2019 Accepted on : 29/11/2019 Publication Date: 30/11/2019

10. CONCLUSION:
Customers are searching for marked items it is the duty of the makers that they ought to be progressively worried
for ecological sound items. Numerous individuals are helping their neighbours in understanding the natural items. As
assets are constrained and human needs are boundless, it is significant for the advertisers to use the assets successfully
and productively without squander just as to accomplish the association's goal. So green promoting is unavoidable. It is
plainly clear from the check of written works and the theoretical model that most of the customers still need 'green'
information and as a result of such low mindfulness towards green items associations are still not pushing towards
growing progressively green items nor are they buckling down on green bundling. These days individuals begun to
understand their job and duties. Indeed, even the organization which concentrated on the benefit currently turned towards
Green Marketing Companies and creating eco-friendly products.

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