Pacific B usiness R eview (International)

A Refereed Monthly International Journal of Management Indexed With Web of Science(ESCI)
ISSN: 0974-438X
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RNI No.:RAJENG/2016/70346
Postal Reg. No.: RJ/UD/29-136/2017-2019
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Prof. B. P. Sharma
(Editor in Chief)

Dr. Khushbu Agarwal

Dr. Asha Galundia
(Circulation Manager)

Editorial Team

A Refereed Monthly International Journal of Management


Upshot of Environment Fear and Health Consciousness of Consumers on Buying Purpose of Green Goods: A Path Investigative Method


Krishanveer Singh

GLA University, Mathura, 

Uttar Pradesh, India, 

Email:, mob-919760223795

























Objective: People round the sector have become extra aware of the environmental problems. Many purchasers now show challenge approximately environmental deterioration. This is the terrific impetus for inexperienced merchandise and green advertising. This study focuses the mind-set of customers toward green products. 

Method:This examine is conducted thru a survey technique amongst 350 consumers of green merchandise. This examine recognized most important factors of mindset toward green merchandise as surroundings concern, fitness consciousness and purchase intention through the use of exploratory factor analysis. 

Conclusion:The result of the course analysis famous that the purchasers have given more importance to their health than environmental problems while taking purchase selection.

Keywords:Green Products, Green Marketing, Eco-centralism, Health Consciousness, Purchase Intention, Environment Concern.




The word ‘inexperienced products’ is a buzzword doing rounds, of overdue, in India. The necessity of green merchandise stems from the fact that our surroundings gets polluted via inexperienced-residence gas emissions (Rakesh Kumar, 2013; Vasan, 2014). So, the purchasers prefer to use green products so one can make wealthy contributions towards environment protection (Sarigollu, 2009). Although many efforts are taken by way of the Government and NGOs in  this regard, purchasers are still very skeptical about the use of inexperienced products. Therefore, a whole trade in the mindset of purchasers is required to inspire them with the wishes and benefits of the usage of inexperienced merchandise in their daily lifestyles (Ken Peattie & Andrew Crane, 2005).

Green products take into account customers concern and protect the natural surroundings (Prothero, 1998). Green merchandise is notably higher version in comparison to standard product aidsaccessible within the market for its manufacture, utilization, and discarding (Peattie, 1995). All these green merchandises are ecologically secure and bestgoods and services (Prothero, 1990). Keeping these kind of in thoughts, the present study vigilantly analyses the attitude of clients toward green merchandise so one can come out with an outcome which in the end insists upon all stakeholders to purchase and use inexperienced products in order that the right balance of eco- system is maintained and sustained for a longer period of time.

Literature review

Environmental difficulty is conventionally viewed as a unidimensional concept ranging from surroundings unconcern at the low give up to problem at the high give up (Milfont & Duckitt, 2004). Seguin, Pelletier and Hunsley (1998) have diagnosed that environmental issue is large influencing at the conduct of people. Grunert, (1993) has found that environmental difficulty changed into a prime component influencing purchasing natural and inexperienced meals. Kim and Choi (2005) diagnosed that environmental challenge immediately outcomes on inexperienced shopping for behavior. Attitude of clients have also been used in in advance studies to envisage power protection and ecological based buy and use of merchandise (Mostafa, 2009).

The studies conducted by way of Axelrod and Lehman, (1993) and Smith et.Al, (1994) have recognized environmental mindset fairly related with the ecological behavior. Beckford et al. (2010) and Cornelissen et al. (2008) have additionally recognized that environmental challenge has drastically prompted on green buying conduct. Mostafa (2009) found that environmental subject and attitude of consumers have definitely prompted at the aim of purchasers to shop for green products. Based on the above discussion, the existing examine has been carried out to analyse the mind-set of consumers toward green products. The outcome of the study might be nursedto entrepreneurs in marketplace segmentation and goal advertising with the aid of supporting them in figuring out and knowledge the conduct of purchasers.

Materials and methods

The descriptive studies approach is used to apprehend the mind-set of clients towards inexperienced merchandise. Both number one and secondary data were used. A self-administered questionnaire become designed to elicit vital information from the respondents. The secondary facts were amassed from books, journals, magazines, reports and internet portals. Further, convenient sampling technique has been followed to collect necessary data from the clients of green products in Erode District. The sample size of 350 respondents has been duly decided on to symbolize the whole universe. The information gathered from the respondents had been analyzed with the help of Statistical Package for Social Sciences (SPSS) and SPSS-AMOS. The statistical gear, together with Factor evaluation  by means of foremost element technique and path model are carried out for the existing examine.

Analysis and results

Factors Influencing Attitude of Consumers in the direction of Green Products

This take a look at explores that the essential factors influencing mindset of consumers toward inexperienced merchandise. In this regard, Factor analysis through important aspect technique is used. The end result of element evaluation is offered inside the desk underneath:

                         Table 1: Variables and Variable Loadings for Attitude of Consumerstowards Green Products



Issues Loadings

Eigen Value

Cronbach’s Reliability Coefficient



Issue - 1: Environment Concern

I am bothered about how all of my activities affect the






Environmental issues are an emergency issue


Environmental issues are responsibility of the consumers


By purchasing green products, I indirectly contribute in theenvironmental protection


I prefer to purchase products which are packaged environment friendly


I am prepared to pay more for eco-friendly friendly products


Issue - 2: Health Consciousness

I am always purchase products which are prevents from sideAffects





I wish to live long with good health


My health is more important to me


Ingesting of non-green goods may lead to health

related glitches


I choose to eat a product which advance my resistance powerand energy


Issue - 3: Purchase Intention

I feel comfortable when purchasing products with green



1. 211



I prefer to purchase products which contribute money for

environment protection purposes


I am always prefer to purchase products 

that are eco-friendly


Opinion of my family members and friends relating to eco-friendly products impulse me to buy


I sense trendy when I purchase products with ecological


I favor to buy products in refillableparcels


I purchase Eco goods even if they are expensive than the non-ecogoods





The KMO and Bartlett's check for examining sufficiency for eighteen factors are seen to be 0.874 and the chi-rectangular expense of Bartlett's investigate Sphericity is 1835.916. This sincerely shown everybody the eighteen factors are explicit and entirely conveyed in a normal appropriation. This moreover accentuated the component assessment is appropriate for eighteen factors of disposition toward green items. The thing investigation by method of fundamental angle procedure with varimax turn has discovered 4 eigen esteems as four.285, 2.106 and 1.211. This showed the eigen esteems extra than 1 prompted the life of 3 chief components with 67.831 level of change. The pivoted thing lattice showed that the factors loadings in every central elements of outlook toward green items. The principal thing comprises of six factors which can be unquestionably named as 'Condition Concern'. The 2d thing contains 5 factors which are unquestionably referred to as 'Wellbeing Consciousness'. The 1/3 part comprises of seven factors which are named as 'Buy Intention' (Table 1).



In this portion, to see the impact of condition concern and wellbeing center around purchase objective of green product were broke down by means of the utilization of AMOS-SEM. The course form is most appropriate device while evaluating the causal dating among the factors just as checking the similarity of the model utilized (Peter, 2011). 

The accompanying work area delineates the unstandardized coefficients and related test data. The measure of progress inside the set up or intervening variable for every one-unit trade in the foreseeing variable is represented by the unstandardized and normalized relapse coefficient (Table 2).

Table - 2: Variable for Effect of Atmosphere Concern and Health Consciousness on Buying Intention of Green Goods

Observed and

Endogenous Variables

Unobserved and

Exogenous Variables

EC - Environment Concern


HC - Health Consciousness


PI - Purchase Intention



Table - 3: Regression Weights for Effect of Environment Fear and Health Consciousness on Buying Intention of Green Goods







PI<-- HC






PI<-- EC







H1: Environment concern positively influences on buying intention of green goods.

H2: Health awareness certainly influences on buying intention of green goods.



It is located that the anticipated values are statistically sizable at five percent stage of importance. Hereafter, the outcomeshows that there is a large associationinitiate between environment problem, health attention and purchase aim of green products (Table -three).





Table - 4: Standardized Regression Weights




PI<-- HC


PI<-- EC




The normalized gauge for the prepared model proposes that the overall commitments of every indicator variable to every result variable can be assessed by means of normalized gauges (Table - 4). The connections and variant suit between condition circumstance, wellbeing mindfulness and purchase reason for unpracticed product are introduced inside the accompanying work area. It assists with deciding if to simply acknowledge the form or to agreeable tune the model moreover. The final product of chi-square test is far reaching at 5 Percent stage (p =<0.05) which shows that in this manner this model is considered for correspondingly understanding inside the integrity of match measures (Table - five). 

The total form sound records go from zero to 1. The results of Comparative Fit Index (.87), Normated Fit Index (.89), Incremental Fit Index (.88) and Tucker Lewis Index (.80) demonstrates that the rendition is suit to the ideal stage. The score of Goodness of Fit Index is 00.95 and Adjusted Goodness of Fit Index is 00.92 which proposes that the adaptation is match to the best stage. The score of Parsimony Goodness-of-Fit Index is .32 (<0.5) which demonstrates that the model suit is acceptable. The Root Mean Square Error of Approximation esteem is .04 which shows that the model is a nearby fit to a reasonable misstep of guess. In this manner, the final product of the SEM has a fantastic suit.



Figure - 1: Model for Effect of Environment Worry and Health Consciousness on Buying Intention of Green Goods



e3       8.47










Health Consciousness

Purchase Intention

Environment Concern


The course outline for the effect of environmental factors concern and wellness awareness on purchase objective of green items demonstrates that the relapse coefficients have estimated the vitality of the connection between the factors. A relapse coefficient of zero.70 or better demonstrates an absolutely solid relationship; 0.50 to zero.69 shows an enormous dating; 0.30 to 0.49 proposes a moderate dating, 00.10 to 00.29 shows a low dating; 00.01 to 00.09 suggests a negligible dating; and a fee of zero shows no dating.

The regression coefficient of zero.27 for surroundings challenge indicates a low courting with purchase intention of inexperienced merchandise. It reveals that customers have given lesser significance to environmental issues. A regression coefficient of 0.61 for fitness recognition shows a significant courting with buy goal of inexperienced products. It shows that the purchasers have purchased green products because of their fitness attention. It is located that the purchasers have given plenty more importance to their fitness than environmental issues while shopping the goods (Figure -1).



The examine analyzed the attitude of purchasers in the direction of inexperienced products. The purchasers are privy to the inexperienced brands. Most of the clients realise the significance of inexperienced merchandise. Health focus and surroundings situation have prompted the customers to shop for inexperienced merchandise. It is a fine sign for the safety of surroundings in addition to for commercial enterprise.

Green advertising definitely results on environment safety. It is a strategy to guard the environment for the destiny era. The developing challenge of environmental safety has created new vistas for advertising of merchandise with the green photo. So, producers and marketers to survive in the market, they need to head green in all facets of a enterprise manner with a purpose to assist them to climb the higher ladder inside the marketplace. Consumers want to identify themselves with corporations which are inexperienced compliant and are inclined to pay a premium for a greener way of life. As such, green advertising and marketing isn't always only a advertising and marketing approach however additionally, an environmental safety tool. It transforms from India to a greener and greater India.



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