ijrcm-2-Cvol-1_issue-8_art-6.pdf

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VOLUME NO.1(2011),ISSUE NO.8(OCTOBER) ISSN2231-1009

IIINNNTTTEEERRRNNNAAATTTIIIOOONNNAAALLLJJJOOOUUURRRNNNAAALLLOOOFFFRRREEESSSEEEAAARRRCCCHHHIIINNNCCCOOOMMMPPPUUUTTTEEERRRAAAPPPPPPLLLIIICCCAAATTTIIIOOONNNAAANNNDDDMMMAAANNNAAAGGGEEEMMMEEENNNTTT

A Monthly Double-Blind Peer Reviewed Refereed Open Access International e-Journal - Included in the International Serial Directories

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round !loor" Buildin# $o% &'(&-)-&" Devi Bhawan Ba*ar" JAAD+RI , &. ''" /a0unana#ar" +aryana" I$DIA

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CCCCONTENTSONTENTSONTENTSONTENTS

Sr. No. TITLE & NAME OF THE AUTHOR (S) Page No.

1% INTERDEPENDENCE OF VALUE CHAIN LINKS: A TALE OF THREE CITIESMUHAMMAD RIZWAN SALEEM SANDHU

1

2% PEOPLE IN MARKETING OF MANAGEMENT INSTITUTE: A STUDY OF INDIAN CONTEXTDR. RAJESH.S.MODI

9

3% INTERNATIONAL SMALL - SCALE FOREST CARBON SEQUESTRATION PROGRAM AND ITS IMPACT ON THE LIVELIHOOD OFLOCAL PEOPLE: EVIDENCES FROM CENTRAL KENYA

DEREJE TEKLEMARIAM GEBREMESKEL

1

% ANALYSIS OF MARKET AND COMPETITORS TO IDENTIFY TRENDS FOR STRATEGIC MARKETINGDR. R. K. SRIVASTAVA & S. T. SALUNKE

23

!% BIO DEGRADABLE SOLID "ASTE MANAGEMENT IN BANGALORE CITY

M. P. KALIAPERUMAL

29

#% ATTITUDE TO"ARDS THE ENVIRONMENT AND GREEN PRODUCTS: AN EMPIRICAL STUDYDR. D S CHAUBEY, SIDHESWAR PATRA & DR. SAURABH JOSHI

3

$% CORPORATE GOVERNANCE AND BUSINESS ETHICSM. SUBRAMANAYAM, DR. HIMACHALAM DASARAJU & KOTA SREENIVASA MURTHY

2

%% PERFORMANCE MANAGEMENT SYSTEM FOR EMPLOYEES OF IT SECTOR IN CHENNAIJ. JERLIN VIOLET & DR. S. N. GEETHA

9

9% A STUDY ON QUALITY OF "ORK LIFE IN TAMILNADU NE"SPRINT AND PAPER LIMITED& KARURDR. V. MOHANASUNDARAM

!3

1'% JANTAR MANTAR ON (UNESCO) "ORLD HERITAGE LIST UNIQUE SELLING PROPOSITIONSUNIL KAKKAR, DR. T. N. MATHUR & DR. TAPASYA JULKA

!9

11% XMO"L MODEL: SUPERVISED APPROACH TO TRANSFORM SYNTACTIC MODEL TO SEMANTIC MODELSHIKHA SINGH & DR. U. S. PANDEY

#3

12% CRM PRACTICES OF T"O INDIAN E-BUSINESS FIRMS AND EVALUATION OF THEIR COMPETITIVE ADVANTAGE THROUGH

RBVDIBYENDU CHOUDHURY & DR. SASMITA MISHRA

$'

13% ANALYSIS OF DEPOSITS& ADVANCES AND PROFITS OF HDFC BANK: SPECIAL FOCUS ON PRE AND POST MERGER ERADR. NARAYAN C. BASER & DR. MAMTA BRAHMBHATT

%'

1% FINANCIAL STRENGTH - A STUDY OF REDINGTON INDIA LIMITED& TRICHY& TAMIL NADUS. CHRISTINA SHEELA & DR. K. KARTHIKEYAN

%!

1!% A STUDY ON THE MANAGEMENT ACTION PROFILE OF THE TRIBALS IN THE NILGIRIS DISTRICT OF TAMIL NADUK., MALAR MATHI, AMUL RAJ.K.T. & EBENEZER PAUL RAJAN

91

1#% STRATEGICAL IMPACTS ON GLOBAL BRANDINGC. S. JAYANTHI PRASAD

9

1$% A STUDY ON DEPLOYMENT OF EFFECTIVE MICRO FINANCE FOR "OMEN EMPO"ERMENTDR. P. ANBUOLI

1''

1%% A STUDY OF HRD PRACTICES IN AUTO COMPONENT COMPANIES IN HARYANASACHIN MAHESHWARI & S P AGARWAL

1'!

19% GREEN HEALTH MANAGEMENT FOR EMPLOYEES IN I*T* AND BPO SECTORS& USING SHARON SCHEMA "ITH CHRISTINATHEORYN. AKBAR JAN & T. SHANTHA KUMAR

1'%

2'% "HETHER BSE SENSEX +BSE3', AND BSE NATIONAL INDEX +BSE 1'', ARE COINTEGRATEDR. KUMARA KANNAN

113

21% A STUDY ON ROLE OF SHG)S IN DEVELOPMENT OF "OMEN ENTREPRENEURDR. SAVITA TRIVEDI

11#

22% PERCEPTION TO"ARDS ADVERTISEMENTS AND ITS IMPACT ON SOCIETY - AN EMPIRICAL ANALYSISR. MAHARA JOTHI PRIYA, DR. R. DHANALAKSHMI & DR. K. PONGIANNAN

119

23% PERCEPTION OF CUSTOMERS TO"ARDS SERVICES OF BRANCHES OF NATIONALISED COMMERCIAL BANKS OF SEMI URBANAREAS "ITH SPECIAL REFERENCE TO E-TECHNOLOGY

BIDYUT JYOTI BHATTACHARJEE

12#

2% SHORT SEA SHIPPING - POTENTIALS& BENEFITS AND CHALLENGES IN INDIAM. SARAVANAN

13'

2!% DETERMINANTS OF CAPITAL STRUCTURE DECISION IN INDIAN MANUFACTURING INUDUSTRIES - AN EMPIRICAL ANALYSISDR. V. MOHANRAJ 139

REQUEST FOR FEEDBACK 13


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INTERNATIONAL JOURNAL OF RESEARCH IN COMPUTER APPLICATION . MANAGEMENTA Monthly Double-Blind Peer Reviewed Refereed Open Access International e-Journal - Included in the International Serial Directories

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CHIEF PATRONCHIEF PATRONCHIEF PATRONCHIEF PATRONPROF* K* K* AGGAR"AL

)hancellor" 2in#aya3s 4niversity" Delhi

!ounder 5ice-)hancellor" uru obind Sin#h Indraprastha 4niversity" Delhi

67% Pro 5ice-)hancellor" uru Ja0bheshwar 4niversity" +isar

PATRONPATRONPATRONPATRONSH* RAM BHAJAN AGGAR"AL

67% State Minister for +o0e 8 9ouris0" overn0ent of +aryana

5ice-President" Dadri 6ducation Society" )har:hi Dadri

President" )hinar Synte7 2td% ;9e7tile Mills


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DR* VIJAYPAL SINGH DHAKA

+ead" Depart0ent of )o0puter Applications" Institute of Mana#e0ent Studies" $oida" 4%P%

DR* SAMBHAVNA

!aculty" I%I%9%M%" Delhi

DR* MOHINDER CHAND

Associate Professor" =uru:shetra 4niversity" =uru:shetra

DR* MOHENDER KUMAR GUPTA

Associate Professor" P% J% 2% $% overn0ent )olle#e" !aridabad

DR* SAMBHAV GARG!aculty" M% M% Institute of Mana#e0ent" Maharishi Mar:andeshwar 4niversity" Mullana

DR* SHIVAKUMAR DEENE

Asst% Professor" overn0ent !% % )olle#e )hit#uppa" Bidar" =arnata:a

DR* BHAVET

!aculty" M% M% Institute of Mana#e0ent" Maharishi Mar:andeshwar 4niversity" Mullana

ASSOCIATE EDITORSASSOCIATE EDITORSASSOCIATE EDITORSASSOCIATE EDITORSPROF* ABHAY BANSAL

+ead" Depart0ent of Infor0ation 9echnolo#y" A0ity School of 6n#ineerin# 8 9echnolo#y" A0ity 4niversity" $oidaPROF* NA"AB ALI KHAN

Depart0ent of )o00erce" Ali#arh Musli0 4niversity" Ali#arh" 4%P%

DR* ASHOK KUMAR

+ead" Depart0ent of 6lectronics" D% A% 5% )olle#e ;2ahore


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CALL FOR MANUSCRIPTSCALL FOR MANUSCRIPTSCALL FOR MANUSCRIPTSCALL FOR MANUSCRIPTS

>einvite unpublished novel" ori#inal" e0pirical and hi#h ?uality research wor: pertainin# to recent develop0ents 8 practices in

the area of )o0puter" Business" !inance" Mar:etin#" +u0an Resource Mana#e0ent" eneral Mana#e0ent" Ban:in#" Insurance"

)orporate overnance and e0er#in# paradi#0s in allied sub1ects li:e Accountin# 6ducation@ Accountin# Infor0ation Syste0s@

Accountin# 9heory 8 Practice@ Auditin#@ Behavioral Accountin#@ Behavioral 6cono0ics@ )orporate !inance@ )ost Accountin#@6cono0etrics@ 6cono0ic Develop0ent@ 6cono0ic +istory@ !inancial Institutions 8 Mar:ets@ !inancial Services@ !iscal Policy@

overn0ent 8 $on Profit Accountin#@ Industrial Or#ani*ation@ International 6cono0ics 8 9rade@ International !inance@ Macro

6cono0ics@ Micro 6cono0ics@ Monetary Policy@ Portfolio 8 Security Analysis@ Public Policy 6cono0ics@ Real 6state@ Re#ional

6cono0ics@ 9a7 Accountin#@ Advertisin# 8 Pro0otion Mana#e0ent@ Business 6ducation@ Business Infor0ation Syste0s ;MIS


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Mobile $u0ber ;shen listin# two or 0ore wor:s by one author" use --- ;E'77%" +uber" J%)% and )oo:" R%2% ;&G


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ATTITUDE TO"ARDS THE ENVIRONMENT AND GREEN PRODUCTS: AN EMPIRICAL STUDY

DR. D S CHAUBEY

DIRECTOR

UTTRANCHAL INSTITUTE OF BUSINESS STUDIES

ARCADIA GRANT, P.O. CHANDANWARI, PREM NAGAR, DEHRADUN 248 007

SIDHESWAR PATRA

ASST. PROFESSOR

TRINITY COLLEGE

DHOOLKOT, CHAKRATA ROAD, DEHRADUN

DR. SAURABH JOSHI

ASSOCIATE PROFESSOR

UTTRANCHAL INSTIITUTE OF MANAGEMENT

ARCADIA GRANT, P.O. CHANDANWARI, PREM NAGAR, DEHRADUN 248 007

ABSTRACTIn tod!"# $%#n'## (o)*d 'n+)on'nt* ##%'# -*! +t* )o*' n )'tn/ d'0#on#. T1' 'n+)on'nt* d'/)dton nd t# -0t on 1%n *2' 1+' '')/'d# on' o2 t1' $%)nn/ ##%'# d)(n/ tt'nton o2 0d'0n#, nd%#t)*#t# nd )'#')01 #01o*)# ** 0)o## t1' (o)*d. T1' 0%))'nt )-d /)o(t1 n t1'

'0ono'# nd t1' 01n/' n 0on#%')#3 $'1+o) nd 0on#%-ton -tt')n# (o)*d(d' )' t1' n 0%#' o2 'n+)on'nt* d't')o)ton. A# t1' 'n+)on'nt

0ontn%'# to (o)#'n, t 1# $'0o' -')##t'nt -%$*0 0on0')n n t1' d'+'*o-'d 0o%nt)'# nd 1# )'0'nt*! ('n'd t1' d'+'*o-n/ 0o%nt)'# to t1' /)''n

o+''nt. A** o#t ** t1' /o+')n'nt# )o%nd t1' (o)*d )' 0on0')n'd $o%t /)''n )'tn/ 0t+t'# t1t t1'! 1+' tt'-t'd to n2*%'n0' 0%#to')#

$o%t 'n+)on'nt* ##%'# nd ot+tn/ 0%#to')# 2o) /)'t') -)t0-ton n $%*dn/ ()'n'## nd n0)'#' /)''n -)od%0t %#'#. T1# --') # n tt'-t

to '4-*o)' t1' 0on#%') ttt%d' to()d# t1' 'n+)on'nt nd /)''n -)od%0t# nd to n+'#t/t' t1' )'*ton#1- $'t(''n ttt%d' to()d# t1' 'n+)on'nt nd

/)''n -)od%0t#. R'#%*t# 2)o t1' nd'-'nd'nt #-*' #1o(# t1t t1')' )' #/n20nt d22')'n0'# $'t(''n /'nd')# n t1') 'n+)on'nt* ttt%d'# nd ttt%d'#

on /)''n -)od%0t#. An*!## )'#%*t# )'+'* t1t, 0on#%')#3 %nd')#tndn/ on t1' /o+')n'nt3# )o*' n t1# )'/)d nd t1') -')#on* no) to()d# t1'

'n+)on'nt, 0ont)$%t' #/n20nt*! to t1') ttt%d' on /)''n -)od%0t. 5%)t1'), n+'#t/ton )'+'*# t1t -')#on* no)# )' t1' o#t -o)tnt 0ont)$%to) to

t1' ttt%d' to()d# /)''n -)od%0t. St%d! )'+'*# t1t *o#t nn' o%t o2 t'n 677.89: o2 t1' )'#-ond'nt# 0on#d') nd+d%*# to $' )'#-on#$*' %#t t'

--)o-)t' ntt+'# to -)ot'0t t1' 'n+)on'nt. So' -o)tnt ##%'# )'*t'd to -)ot'0ton o2 o%) 'n+)on'nt $! d'0'*')tn/ t1' 0on#%-ton o2 non /)''n

-)od%0ton# nd #%*tn'o%#*! $! 'n0o%)/n/ t1' +)o%# *t')nt+'# *' 'n+)on'nt 2)'nd*! -)od%0t#, Bo;D'/)d$*' P)od%0t#, R'0!0*n/ P)od%0t#, En')/!

E220'nt P)od%0t# nd P)ootn/ R'0!0*'d P)od%0t# 1# $''n 1# $''n '')/'d 2)o t1' #t%d!. St%d! *#o nd0t'# t1t t1')' # -o#t+' n0*nton to()d#

%#n/ /)''n -)od%0t# nd /)''n -)od%0t# on/ t1' )'#-ond'nt#.

KEY"ORDS6nviron0ent Studies" reen Producat" Recycled Products" Bio-De#radable Producats%

INTRODUCTIONver 0any centuries" the issue of environ0ental preservation has been on the top of the a#enda of #lobal and international concerns as one of the 0ost

i0portant issues at both the national and international levels ;MS6A" E''.ith an increased in the social and political pressures" 0any fir0s e0braced #reen 0ar:etin# strate#ies and

e7ploited these environ0ental issues as a source of co0petitive advanta#e% Profit driven fir0s are usually 0otivated to adopt the concept of #reen 0ar:etin# in

their businesses provided that consu0ers de0onstrate a hi#h de#ree of environ0ental attitude and hence translate this into environ0ental friendly purchasin#

co00it0ent% +ence 0any co0panies started to be 0ore socially responsive in addressin# pollution and waste disposal by developin# environ0entally friendly

pac:a#in# and puttin# in nu0erous efforts to :eep in-step with the environ0ental 0ove0ent% +owever" so0e of the #reatest challen#es faced by these fir0s

are chan#es in consu0er preferences" suspicion of #reen advertisin# clai0" unfavorable consu0er perception of #reen products and the hi#h cost invested in

developin# #reen products% As a result" it is vital to e7plore how consu0ers view the environ0ental issues" and how they behave" especially in their attitudes

towards #reen products or environ0ental friendly products% It is widely accepted that the develop0ent of such awareness and attitude can be possible throu#h

environ0ental education% 6ducation is an i0portant social instru0ent and 0eans" which act as a catalyst in i0prove0ent of different aspects of life% =nowled#e"

awareness" s:ills" values and attitudes ac?uired throu#h education help one to lead a desired ?uality of life% Present study is an atte0pt to e7plore the

consu0ers3 attitude towards the environ0ent and #reen products% Accessibility to the consu0ers of 4ttra:hand has been the :ey 0otivation to select the0 as

the sa0ple of the proposed study%

O


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LITERATURE REVIE"As the proble0s as the conse?uence of e7ploitation of the Mother $ature is increasin#" all types of consu0ers" both individual and industrial are beco0in# 0ore

concerned and aware about the natural environ0ent% In a &E study of &H countries" 0ore than .' of consu0ers in each country" other than Sin#apore"

indicated they were concerned about the environ0ent% A &( study in Australia found that G(%H of the sa0ple believed all individuals had a responsibility to

care for the environ0ent% A further G' of this sa0ple indicated that they had 0odified their behavior" includin# their purchasin# behavior" due to

environ0ental reasons% 9he current rapid #rowth in the econo0y and the patterns of consu0ersL consu0ption and behavior worldwide are the 0ain cause of

environ0ental deterioration% As the environ0ent continues to worsen" it has beco0e a persistent public concern in the developed countries and has recently

awa:ens developin# countries to the #reen 0ove0ent% In Indian conte7t central and state #overn are tryin# their best to pro0ote and educated consu0ers

about #reen environ0ent and #reen product at different level% It can be assu0ed that fir0s 0ar:etin# #oods with environ0ental characteristics will have aco0petitive advanta#e over fir0s 0ar:etin# non-environ0entally responsible alternatives% Developin# country li:e India faced #reat challen#es in ensurin# a

balance between develop0ent and environ0ental sustainability% 4rban air and river ?uality" deforestation" household waste and ha*ardous waste are so0e of

the serious and worryin# environ0ental proble0s faced by the country% It is anticipated that if the current trend of econo0ic #rowth and irresponsible

consu0ption pattern continues" the environ0ent de#radation would worsen% 9herefore" a shift towards 0ore sustainable consu0ption patterns is re?uired%

GREEN MARKETING

Over the last few years" the concept of #reen 0ar:etin# has e0er#ed as one of the 0ost i0portant issue and has attracted lar#e nu0ber of researcher into this

field% reen 0ar:etin# is considered one of the 0a1or trends in 0ode0 business ;=assaye" E''&@ McDaniel and Rylander" &@ Pu1ari and >ri#ht" &Helford ;E'''hich is a derived i0pact of #lobal war0in#< are caused by pollution and a si0ilar response ;%< is observed in the case of

I0balance in the 6cosyste0F caused by pollution followed by Mass destruction of flora and faunaF identified by E%. respondents% Respondents ;about halfe should pay a considerable a0ount of 0oney to preserve our environ0entF" If all of us" individually

0a:e a contribution to environ0ental protection" it will have a si#nificant effectF" 9he #overn0ent should ta:e responsibility for environ0ental protectionF"

Preservin# and protectin# the environ0ent should be one of our prioritiesF" >e should reco#ni*e the need to protect the environ0ent today so that future

#enerations will not suffer the conse?uencesF" 9he benefits of protectin# the environ0ent do not 1ustify the e7pense involvedF" 9he environ0ent is one of the

0ost i0portant issues facin# the Indian society todayF" !ir0s should provide a wide array of #reen products in the 0ar:etF" )iti*ens should recycle their

household wasteF" 9he increasin# deterioration of the environ0ent is a serious proble0F" Most of the #reen products available today donLt provide value for

0oneyF" My personal benefits are 0ore i0portant than the environ0ental issuesF" I would li:e to use #reen products only if they are econo0icalF" I always

loo: for a #reen version of a product to buyF" I tend to be 0ore loyal to products fro0 co0panies that practice #reen advertisin#F" Personally" I have econo0ic

concerns which I consider 0ore i0portant than preservin# the environ0entF" Recyclin# should be another option for waste disposal other than the #arba#e

binF" A wide ran#e of various products available in 0ar:et are #reen in natureF% 9he response to these state0ents was recorded on a scale of & to . in order of

their preference% 9he e7ploratory factor analysis is used in order to identify the 0otivational factors influencin# custo0er in favour of #reen environ0ent and

use of #reen products% Principal )o0ponent analysis was e0ployed for e7tractin# factors and ortho#onal rotation with 5ari0a7 is applied% As latent root

criterion is used for e7traction of factors" only the factors havin# latent roots or 6i#en values #reater than one are considered si#nificant@ all other factors with

latent roots less than one are considered insi#nificant and disre#arded% 9he e7tracted factors alon# with their 6i#en values are shown in table H% 9he factors have

been #iven appropriate na0es on the basis of the #roup representation of the variables% 9he state0ents that are as:ed for ratin#" the labels and factor loadin#

and the na0es of the factors have have been su00ari*ed in 9ables H% 9he =MO 0easure of sa0plin# ade?uacy for the ite0s is '%.&' ;that is" Q '%.


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TABLE 9: PRINCIPAL COMPONENT ANALYSIS "ITH ROTATED COMPONENT AND ASSOCIATE VARIABLE

)o0ponent )o00unality

M640 P8>4;

I44046

0

C8554-

56

S040-

4>4

V0>6

78

M86

L80> E;8854; D47766-

4048

I trust that co0panies producin# environ0entally

friendly products are really providin# environ0entallysafe products%

%'& %E

6nviron0ental issues are very i0portant to 0e% %GE& %G(

I plan to switch to products and services that are

advertised as bein# #reen%

%E %GG

I would pay 0ore for products or services that were

advertised as bein# #reen%

%.. %G

I prefer products with eco-labeled pac:a#es% %& %G(G

Purchasin# #reen product is a #ood idea% %H(H %(

9he #overn0ent should enforce environ0ental rules

and re#ulations%

%'H %GG

>e should pay a considerable a0ount of 0oney to

preserve our environ0ent%

%G( %G.(

If all of us" individually" 0a:e a contribution toenviron0ental protection" it will have a si#nificant

effect%

%G&E %G

9he #overn0ent should ta:e responsibility for

environ0ental protection%

%&( %G

Preservin# and protectin# the environ0ent should be

one of our priorities%

%H(( %G.&

>e should reco#ni*e the need to protect the

environ0ent today so that future #enerations will not

suffer the conse?uences%

%GH %'&

9he benefits of protectin# the environ0ent do not

1ustify the e7pense involved%

%GE& %&

9he environ0ent is one of the 0ost i0portant issues

facin# the Indian society today%

%& %

!ir0s should provide a wide array of #reen products in

the 0ar:et%

%& %&'

)iti*ens should recycle their household waste% %H %G&&

9he increasin# deterioration of the environ0ent is a

serious proble0%

%(H %G&

Most of the #reen products available today donLt

provide value for 0oney%

%G.. %G&G

My personal benefits are 0ore i0portant than the

environ0ental issues%

%G' %GE

I would li:e to use #reen products only if they are

econo0ical%

%& %G.E

I always loo: for a #reen version of a product to buy% %G %E

I tend to be 0ore loyal to products fro0 co0panies

that practice #reen advertisin#%

%HHE %G.G

Personally" I have econo0ic concerns which I consider

0ore i0portant than preservin# the environ0ent%

%. %

Recyclin# should be another option for waste disposal

other than the #arba#e bin%

%' %'H

A wide ran#e of various products available in 0ar:et

are #reen in nature%

%GE %G.&

E/'n V*%'# G%H. (%H. E%E(G E%'. &%.(& &%&(G &%'E

of 5ariation .%'. &%(. G%' G%E H%&H( (%. (%HG

)u0ulative of 5ariation .%'. .E%.&G H&%.' H%G' .%& G'%.H( G(%E

67traction Method Principal )o0ponent Analysis%

Rotation Method 5ari0a7 with =aiser $or0ali*ation%

A Rotation conver#ed in &E iterations%

Principal co0ponents 8 associated 5ariables indicate that the first factor MediaF shows the role of 0edia which is the co0bination of the variables" i%e% I trust

that co0panies producin# environ0entally friendly products are really providin# environ0entally safe productsF" 6nviron0ental issues are very i0portant to

0eF" I plan to switch to products and services that are advertised as bein# #reenF" I would pay 0ore for products or services that were advertised as bein#

#reenF" I prefer products with eco-labeled pac:a#esF" Purchasin# #reen product is a #ood ideaF and accounts .%'. variance of the total variances% 9he


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second factor is Policy Initiatives and )o00it0entF@ is the co0bination of variable li:e" 9he #overn0ent should enforce environ0ental rules and re#ulationsF"

>e should pay a considerable a0ount of 0oney to preserve our environ0entF" If all of us" individually" 0a:e a contribution to environ0ental protection" it

will have a si#nificant effectF" 9he #overn0ent should ta:e responsibility for environ0ental protectionF" Preservin# and protectin# the environ0ent should be

one of our prioritiesF and accounts &%(. variance of the total variances% 9he third factor is the Sustainability factor which is the co0bination of variables@

>e should reco#ni*e the need to protect the environ0ent today so that future #enerations will not suffer the conse?uencesF" 9he benefits of protectin# the

environ0ent do not 1ustify the e7pense involvedF" 9he environ0ent is one of the 0ost i0portant issues facin# the Indian society todayF" !ir0s should provide

a wide array of #reen products in the 0ar:etF" )iti*ens should recycle their household wasteF" 9he increasin# deterioration of the environ0ent is a serious

proble0F and this factor accounts for G%' of total variance% !ourth factor is the 5alue for Money which is the co0bination of variables@ Most of the #reen

products available today donLt provide value for 0oneyF" My personal benefits are 0ore i0portant than the environ0ental issuesF" I would li:e to use #reen

products only if they are econo0icalF and is accounted for G%E of total variance% 9he fifth factor is the 2oyalty of custo0er towards the products and is the

association of variables i%e%" I always loo: for a #reen version of a product to buyF" I tend to be 0ore loyal to products fro0 co0panies that practice #reen

advertisin#F" and is accounted for H%&H( of total variances% Si7th factor is the 6cono0ic consideration which is the co0bination of variables li:ePersonally" I

have econo0ic concerns which I consider 0ore i0portant than preservin# the environ0entF" Recyclin# should be another option for waste disposal other than

the #arba#e binF and accounts for (%. of total variance% 9he seventh factor is the Differentiation factor which ta:es into consideration A wide ran#e of

various products available in 0ar:et are #reen in natureF as the only variable and accounts to (%HG of total variance%

TABLE 1': "ILLING TO PAY EXTRA FOR ECO-FRIENDLY PRODUCTS

In order to understand the 0a#nitude of consu0ers3 contribution 0otive towards environ0ental protection" the e7tent of their willin#ness to pay e7tra in

purchasin# #reen products and protectin# this atte0pt is 0ade% 9he analysis si#nifies that 0ore than one third respondents ;H%H< have not shown any interest

in ta:in# econo0ic load for eco friendly products% In contrast G%( respondents see0 ea#er to pay a pre0iu0 up to . for eco friendly products as their

contribution in this noble deed% &'% percent respondent in the sa0ple were ready pay e7tra pre0iu0 up to &'" &&%E respondent in the sa0ple are ready to

pay up to E' e7tra price as co0pared to the si0ilar product yet non eco-friendly in nature% It is si#nificant to note that al0ost one fourth ;E(%< respondents

in the sa0ple are ready to pay e7tra pre0iu0 0ore than &' for eco friendly products%

9he findin#s of the study of the de#ree of association of willin#ness to pay e7tra pre0iu0 for #reen products by the custo0ers and their de0o#raphic profiles

are depicted as under%

TABLE 11: DEGREE OF ASSOCIATION OF CUSTOMERS) "ILLINGNESS TO PAY EXTRA FOR ECO FRIENDLY PRODUCT ACROSS THE LEVEL OF EDUCATION

9he null hypothesis for0ulated earlier i%e% the consu0er willin#ness to pay e7tra pre0iu0 does not differs si#nificantly across their level of education@ the

obtained value of chi s?uare is 0uch hi#her than the tabulated value ;&.%.'%< at . percent level of si#nificance and G de#ree of freedo0 hence null hypothesis

is re1ected% 9he conclusion 0ay be drawn as it3s a clear-cut indication that consu0er3s willin#ness to pay e7tra pre0iu0 varies si#nificantly across their level of

education%

TABLE 12: DEGREE OF ASSOCIATION OF CUSTOMERS) "ILLINGNESS TO PAY EXTRA FOR ECO FRIENDLY PRODUCT ACROSS THE GENDER CATEGORY

Also" null hypothesis for0ulated earlier i%e% the consu0er willin#ness to pay e7tra pre0iu0 does not differs si#nificantly across #ender cate#ory@ the obtained

value of chi s?uare is 0uch hi#her than the tabulated value ;%(G< at . percent level of si#nificance and ( de#ree of freedo0 hence null hypothesis is

re1ected% 9he conclusion 0ay be drawn as it3s a clear-cut indication that consu0er3s willin#ness to pay e7tra pre0iu0 varies si#nificantly across #ender cate#ory%

DISCUSSION9he principle purpose of the study was to investi#ate the consu0er attitude and awareness towards the environ0ent and the #reen products% 4sin# factor

analysis the factors that upholdin# the custo0ers for the purchase and consu0ption of #reen products and influencin# the0 to contribute environ0entalprotection are e7plored% 9he i0portant factors e0er#ed as Media" Policy Initiatives and )o00it0ent" Sustainability" 5alue for Money" 2oyalty" 6cono0ic and

Differentiation% Subse?uently One way A$O5A is carried out to assess the variability of 0eans of different factors influencin# custo0ers in favour of #reen

product across the professional cate#ories% Analysis indicates that a0on# all the factors identified@ policy initiative by #overn0ent toward #reen environ0ent

and #reen product are rated hi#hest by the respondents of service cate#ory% One way A$O5A across occupational status to verify the hypothesis that there is no

Sl% $o% Description $o% of Respondents Percenta#e

a


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si#nificance difference in the 0ean of different factors 0otivatin# respondents in favour of #reen environ0ent and #reen product a0on# different occupation

of respondents reveals that" the calculated value of ! is #reater than the tabulated value of ! ;E%< At ;p '%'.< level of si#nificance% 9hus the re1ection of the

hypothesis indicates" there are si#nificant differences in the 0ean of different factors across the different occupational cate#ories of respondents% Also" there is

si#nificant difference between #ender in their environ0ental attitudes and their attitudes on #reen products% 9his result supports the other studies carried out

earlier that have shown the si#nificant differences between 0en and wo0en in environ0ental attitudes ;Brown and +arris" &E@ 9i::a et al% E'''< and in

overall #reen purchase attitudes ;Mostafa" E''estern%

E% )hu:wu0a" )S% ;&G% >% ;E''&% and Neleny" 2%)% ;E'''iener" J%2% and Su:hdial" A% ;&'


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INTERNATIONAL JOURNAL OF RESEARCH IN COMPUTER APPLICATION . MANAGEMENT (E

REUEST FOR FEEDBACK

D60 R606

At the very outset" International Journal of Research in )o0puter Application and Mana#e0ent ;IJR)M

ijrcm-2-Cvol-1_issue-8_art-6.pdf

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