Green products and green marketing: Factors affecting consumers' purchases of green products

Rajyalaxmi Donikini, Tennessee State University


Increasing awareness of the various environmental problems in public policy and business has led a shift in the way consumers go about their life. There has been a change in consumer attitudes towards a green lifestyle. People are actively trying to reduce their impact on the environment. Organizations and businesses however have seen this change in consumer attitudes and are trying to gain an edge in the competitive market by exploiting the potential in the green market industry. However, there has been limited information reported in literature on the consumer perception and attitude towards green marketing. The purpose of the study was to (i) discuss and examine issues and trends and to develop better understanding of what is a green product? (ii) empirically examine consumer perceptions, attitudes towards green products and the factors affecting consumer purchasing behavior among college faculty/staff and students, and (iii) determine relationships between attitudes of consumers towards green marketing and the importance given to green marketing. The primary data for the purpose of this study were collected from graduate and undergraduate students, faculty and staff in three departments (Agricultural and Environmental Sciences, Biological Sciences, and Chemistry) in the College of Agriculture, Human and Natural Sciences. A structured questionnaire was developed to elicit information on general elements and psychographic aspects of the respondents towards green marketing. The responses varied between the departments and also among three groups (undergraduate students, graduate students, and faculty/staff) for different set of statements related to green products attributes, attitudes and perception of green products and also for environmental considerations while making a green product purchase and also for some social factors. The responses for males and females however, were not significantly different (5% level) for almost all responses. In general, agriculture and biology departments' students and faculty were well aware of green products compared to chemistry department. However, a comprehensive questionnaire consisting of different types of green products and a random sample of population required to reflect the general public view on green products and green marketing.

Subject Area

Marketing|Environmental Studies|Agricultural economics

Recommended Citation

Rajyalaxmi Donikini, "Green products and green marketing: Factors affecting consumers' purchases of green products" (2013). ETD Collection for Tennessee State University. Paper AAI1541409.