International Journal of Advanced Research in Commerce, Management & Social Science (IJARCMSS) 48

ISSN : 2581-7930, GIF : 0.9063, CIF : 2.965 , Volume 02, No. 04, October - December, 2019, pp 48-54

STUDY OF CONSUMER AWARENESS TOWARDS

ECO-FRIENDLY PACKAGED PRODUCTS

Geeta Rani
Dr. Ajaipal Sharma

ABSTRACT

The past few decades, environmental protection has become a very important issue in, loss of
biodiversity, land, soil degradation, acid rain, carbon from chlorine fluorine depletion of the ozone layer,
and there are more significant environmental issues. As a result, customers have a growing interest in
environmental protection and sustainable development. Customers who decide to use that
environmentally safe and wholesome product. The main objective of this study was to awareness of
consumer eco-friendly Packaged Food Products and environmental knowledge of the respondents, the
level of attention also to examine the attitude of eco-friendly Packaged Products. The study was
conducted in the four administrative zones i.e., (Ambala, Rohtak, Hisar and Gurgaon.) of Haryana State
and data is collected by face to face interviews and e-mail questionnaires of two sample 100. Analysis of
variance analysis and percentage, as a data of analysis tool. The results of this study show that the
product label and outdoor advertising is the main source of knowledge of environmentally friendly
Packaged Products. Consumers are aware of environmentally friendly packaged food Products, and
have a positive attitude for environment-friendly packaged food Products. It was found that the benefits of
a lack of knowledge and do not know of an obstacle to the purchase of environmentally friendly
Packaged Products. The Most of the respondents to buy Eco-friendly Packaged Food Products for health
purposes. The study concluded that consumers aware of the virtues of Eco-Friendly Packaged food
Products. But it is still a new concept for the majority. The new Eco-Friendly movement needs to reach
the masses, which will require a lot of time and effort. Government, enterprises, mass, consumers have
the right to join their hands together to make ecological balance.
_______________________________________________________________________________________

Keywords: Eco-Friendly Packaged Food Products, Environmental Awareness, Consumer Awareness.

_______________________________________________________________________________________

Introduction
The environmental conditions is terrible and increasingly threatening the health of consumers,
and global and national welfare. Therefore, consumers are becoming their environmental attitudes,
perceptions, preferences and purchase is more sensitive. The Environmental degradation concerns led
to a new market segment of consumers and the consumer has been identified as the one who avoids
potentially dangerous health products, damage to the environment in the production process, using
material from the endangered species or the environment resulting in unnecessary waste export.
Review of Literature
The Environmental marketing is also known as Eco-Friendly or Green marketing, sustainable
marketing, and eco-marketing. The Global evidence shows that people are concerned about the
environment and are changing their behavior, and therefore (Lenski, 2009).that meets the needs of the
present without compromising future generations to meet their own needs (Lowell, 2016) development
capabilities.


Research Scholar, Department of Management Studies, Central University of Haryana, Mahendragarh,
Haryana, India.

Assistant Professor, Department of Management Studies, Central University of Haryana, Mahendragarh,
Haryana, India.
Geeta Rani & Dr. Ajaipal Sharma: Study of Consumer Awareness towards Eco-Friendly.... 49
The Eco-Friendly or environmental marketing of all activities designed to produce and promote
the exchange of anything designed to meet human needs or wants, so as to satisfy these needs, and
want to happen, the least detrimental to the natural environment (Polonsky2014) influences. (Peattie
(2011), describes the evolution of Eco-Friendly marketing. The first stage is called "ecological" Eco-
Friendly or green marketing in three stages, during which all marketing activities are concerned with
environmental issues and help provide remedy of environmental problems.
The second stage "environmental" green marketing and new product innovation shift the focus
of clean technologies, which take care of pollution and waste issues, and involved in the design. the third
stage is "sustainable" Eco-Friendly marketing came into prominence in the late 1990's and early 2000 '
Packaged food Products combines the strategy of recycling or using recycled content, less packaging or
use less toxic materials, to reduce the impact on the natural environment is known as Eco-Friendly
Packaged Products and environmentally friendly Packaged Products.
According to Elkington, 2009 the environment protection of consumer interest is growing around
the world. The Eco-Friendly consumption is the main driving force behind the process of Eco-Friendly
marketing in. it is their concern and their own well-being of the environment-driven environmentally
friendly Packaged Products, which in turn encouraged many Packaged Products and companies (Sudir
Sachdev, 2011) environmental performance improvement needs.
The Eco-Friendly marketer’s performance, save money, health and convenience or just plain
friendly environment to attract customers on the basis, in order to face a wide range of Eco-Friendly
consumers. This is their concern and their own well-being of the environment-driven environmentally
friendly Packaged Products, which in turn encouraged many Packaged Products and companies (Sudir
Sachdev, 2011) environmental performance improvement needs.
The Need for Research
This study attempts to explore the ecological friendly consumer awareness and Satisfaction.
Gurgaon urban consumers have a positive or negative approach analysis.
Aims of Research
 To assess the eco-friendly knowledge of the respondents concern level.
 In order to test the outlook of environmentally friendly Packaged Products and consumer
awareness.
 Explore barriers to their eco-friendly Packaged Food ProductsPurchase.
Methodology of Research
The study respondents chose the convenience sampling method of HaryanaGurgaon sample size
of 100 of different administrative zones i.e., (Ambala, Rohtak, Hisar and Gurgaon.) of Haryana Statewere
selected for the study. Main data has been extracted by using a structured questionnaire. The SPSS 25
was used to analyze the data. The Frequency and ANOVA tests were used to analyze the data.
Analysis & Interpretation of Data
The results of the analysis of the collected data are described in table 1
Table 1: Showing Demographic Profile of Respondents
Demographic Variables Classification Number of Respondents Percentage
Gender Male 69 69%
Female 31 31%
Marital Status Married 84 84%
Single 16 16%
Age 20 Years of Age 02 02%
20-30 17 17%
30-40 44 44%
40-50 25 25%
More Than 50 12 12%
Educational Qualifications Higher Secondary 01 01%
Undergraduate 12 12%
Graduation 63 63%
Master 15 15%
Professional 09 09%
50 International Journal of Advanced Research in Commerce, Management & Social Science (IJARCMSS) - October- December, 2019

Status Employee 40 40%

Business 13 13%
Professional 24 20%
Housewife 13 13%
Retiree 07 07%
Other 03 03%
Monthly Family Income Below 25,000 27 27%
25001-50000 50 50%
50001-75000 14 14%
75001-100000 04 04%
More 100001 05 05%
The Research on the table and found that most of the studies (69%) of the respondents were
Men and 31 percent of them are women. A majority (84%) was married and their remaining 16% are
single. The table also shows that 44% of respondents belonging to the age group 30-40, where 25% is in
the age group of 40-50, 17% of which is in the age group of 20-30, 12% of respondents and 50 more
than 2% lower than the percentage of 20-year-old.
About 63% of respondents on the basis of educational Qualification is considered to be
Graduates, post-graduates 15%, of which 12% are under graduates, 09 percent of respondents are
professionals and they are 01 percent, a fraction there is a higher secondary education. On the basis of
employment status of the respondents on 40% of the employees, of which 24% are professionals, 13%
of them housewife, and 13% are businessmen, 7% of them, retirees and their 3% belong to other
categories.
Most of the respondents (50%) have household monthly income of Rs. 25001-50000, which is
27% lower than the income of Rs. 25000,14% of which had revenues of Rs. 50001-75000, 4% higher
than Rs.100001 of income, of which 5% of monthly household income has Rs.75001-100000 from. Most
of the respondents (49%) is to have four members, of which 38% have 5 or more below the family size of
3, 13% of respondents with a household size of family size.
Source of Awareness
Table 2: Showing Source of Awareness
S. No. Information Sources Percentage%
1. Radio 11
2. TV 08
3. Newspaper 12
4. Outdoor Advertising 18
5. Product Label 31
6. Website 05
7. Word of Mouth 15
The table clearly shows that nearly 31 percent of respondents believe that the product label is
the main source of knowledge of environmentally friendly PackagedFood Products, fast moving
consumer goods. 18% of respondents who said that outdoor advertising has made them aware of
environmentally friendly Packaged Food Products. 15% of them believe that word of mouth is the
information, 11% and 12% of the source of discovery, newspapers and radio stations have made
environmentally friendly Packaged Products they know. 8%, of which 5% was found, television and
newspapers to make them aware of environmental protection fast moving consumer goods. It was found
that television and Web sites this week in spreading awareness of environment-friendly Packaged
Products.
Table 3: Showing Willingness to Buy Eco-friendly packaged Food Products
S. No. Purchase Intention Percentage
1 For Service Environment 33%
2 For Health Factors 46%
3 For The Appreciation of others 14%
4 For Pressure From others 05%
5 Because I See A Lot of People Buy Them 12%
Geeta Rani & Dr. Ajaipal Sharma: Study of Consumer Awareness towards Eco-Friendly.... 51
The table shows that the majority of respondents (46%), for the purchase of environmentally
friendly Packaged Food Products they buy environmentally friendly Packaged Products, to serve the
environmental health reasons.33%. 14% of them, buy them appreciation from others. 12% of them, buy
it, they saw a lot of people buy them and they are from someone else to buy 5% of its pressure.
Hypothesis Testing
H0: There are different environments & knowledge of the status of the respondents surveyed were
concerned there was no significant difference.
H1: There is a significant difference between respondents in different status of a concern
respondents between environment & knowledge.
Table 4: Showing Status of Respondents
Variance Analysis
Sum of DF RMS F SIG.
Square
Environmental Between groups (combined) 116.281 05 23.256 3.217 0.007
Knowledge / Aware In the group 4626.575 640 7.229
Ness Status Total 4742.856 646
Source: Field Survey
The results are given surveyed by ANOVA in Table 4 were obtained in the case of having a
significant difference in environmental knowledge. As can be seen, the significance level of 5%. The
calculated value is greater than the value of 0.05 or more. Thus, the null hypothesis is rejected, and to
accept the alternative hypothesis.
H0: There is a different status of respondents were no significant differences on environmental
concerns.
H1: There is a significant difference in environmental concern of the respondents among the
different status of respondents.
Table 5: Showing Status of Respondents
Variance Analysis
Environmental Between groups 1466.010 05 293.202 10.303 .000
commitment and (combination)
status* In the group 18213.067 640 28.458
Total 19679.077 645
The results are given surveyed by ANOVA Table 5 were obtained in the case of concern for the
environment has a significant difference. As can be seen, the significance level of 5%. The calculated
value is smaller than the value 0.05. Thus, to accept the null hypothesis and alternative hypothesis
rejected.
H0: Education there is no significant difference between consumer awareness and education of the
respondents
H1: There is a significant difference between consumer awareness and education of the
respondents
Table 6: Showing Consumer Awareness of the Respondents
Variance Analysis
Sum of DF RMS F SIG.
Square
I know that environmentally friendly Between groups 0.445 3 0.148 0.572 0.636
Packaged Products and its In the group 11.677 45 0.259
comparative advantages Total 12.122 48
I know the dangers of non- Between groups 0.927 3 0.309 0.910 0.444
biodegradable Packaged Products In the group 15.277 45 .339
may cause the Earth. Total 16.204 48
I eco-friendly Packaged Products Between groups 0.691 3 .230 0.916 0.441
and to distinguish between harmful In the group 113.09 45 0.251
Packaged Products. Total 12.000 48
52 International Journal of Advanced Research in Commerce, Management & Social Science (IJARCMSS) - October- December, 2019

Given the significant differences in consumer awareness through education of respondents

Table 6 ANOVA results obtained. As can be seen, the significance level of 5%. The calculated value is
greater than the value of 0.05 or more. Thus, the null hypothesis is rejected, and to accept the alternative
hypothesis.
H0: There were no significant differences between consumer attitudes for respondents in different
income groups of environmentally friendly Packaged Products.
H1: There are differences between consumer attitudes for respondents in different income groups of
environmentally friendly Packaged Products are significant.
Table 7: Showing Analysis of Variance of Respondents
Variance Analysis
Sum of DF RMS F SIG.
Square
I read the label before buying to Between groups 0.655 3 0.218 1.051 0.380
see if the content is In the group 9.345 45 0.208
environmentally safe total 10.000 48
Environmentally friendly Between groups 0.344 3 0.115 .340 0.797
Packaged Products are not In the group 15.207 45 0.338
widely publicized, and therefore total 15.551 48
not popular.
I've been looking into less Between groups 0.698 3 0.233 0.522 0.670
harmful substances in Packaged In the group 20.077 45 0.446
Products. total 20.776 48
When shopping, I always check, Between groups 0.064 3 .021 .055 0.983
if I buy a product is In the group 17.609 45 0.391
environmentally safe. total 17.673 48
I went looking for Between groups 0.590 3 .197 0.591 0.624
environmentally friendly In the group 14.961 45 0.332
Packaged Products, if it is not total 15.551 48
available in a shop.
I need a chance to convince my Between groups 0.430 3 0.143 0.557 .646
family to buy environment- In the group 11.570 45 0.257
friendly Packaged Products total 12.000 48
I appreciate packaging Between groups 0.867 3 0.289 0.779 0.512
environmentally friendly In the group 16.684 45 0.371
Packaged Products / designs. total 17.551 48
I believe that information in the Between groups 1.442 3 0.481 1.533 .219
eco-friendly package. In the group 14.109 45 0.314
total 15.551 48
I focus on eco-friendly ads. Between groups .205 3 0.068 0.229 .875
In the group 13.427 45 0.298
total 13.633 48
I believe that eco-friendly ads. Between groups 0.126 3 0.042 0.154 0.926
In the group 12.282 45 0.273
total 12.408 48
I am willing to pay a little extra Between groups .573 3 0.191 0.843 0.478
price for environmentally friendly In the group 10.202 45 0.227
Packed Products. total 10.776 48
I had to move to a more Between groups 0.541 3 0.180 0.648 0.588
environmentally friendly lifestyle. In the group 12.520 45 .278
total 13.061 48
Environment-friendly Packaged Between groups .250 3 .083 .212 0.888
Products will not be the same as In the group 17.709 45 .394
normal brands. total 17.959 48
Geeta Rani & Dr. Ajaipal Sharma: Study of Consumer Awareness towards Eco-Friendly.... 53
There is given to eco-friendly Packaged Products, respondents in different income groups
consume a significant difference between the concepts by analysis of variance results obtained in Table
7. As can be seen, the significance level of 5%.
The calculated value is greater than the value of 0.05 or more. Thus, the null hypothesis is
rejected, and to accept the alternative hypothesis.
H0: There is no significant difference in a barrier different income groups of respondents buy
environmentally friendly Packaged Products.
H1: There is a barrier to purchase environmentally friendly Packaged Products significant
differences in different income groups of respondents.
Table 8: Showing Variances in Respondents
Variance Analysis
Sum of DF RMS F SIG.
Square
High Costs Between groups 3.518 05 0.704 0.912 0.473
In the group 493.795 640 0.772
total 497.313 645
A general lack of Between groups 8.092 05 1.618 0.741 0.593
availability In the group 1398.764 640 2.186
total 1406.856 645
Lack of knowledge about Between groups 27.748 05 5.550 6.348 .000
environmentally friendly In the group 559.540 640 0.874
Packaged Products total 587.288 645
I do not know the benefits Between groups 24.035 05 4.807 4.530 .000
In the group 679.074 640 1.061
total 703.108 645
Not durable Between groups 5.666 05 1.133 1.502 .187
In the group 482.788 640 0.754
total 488.454 645
Given are the significant differences in respondents of different income groups to buy
environmentally friendly packaged food Products through barriers results in Table 8 ANOVA. Lack of
awareness of the benefits of Eco-Friendly Packaged food Products and do not know the value of less
than 0.05. Therefore, we accept the null hypothesis to the case and rejected the alternative hypothesis.
High cost, availability, and general lack of non-durable value exceeds value0.05. Therefore, we reject the
null hypothesis and accept the alternative hypothesis. The results are given surveyed by ANOVA in
Table 4 were obtained in the case of having a significant difference in environmental knowledge. As can
be seen, the significance level of 5%. The calculated value is greater than the value of 0.05 or more.
Thus, the null hypothesis is rejected, and to accept the alternative hypothesis.
Survey Findings
 Most of the respondents belong to the age group 30-40.
 Nearly 63 percent of respondents have a graduate degree.
 50% of the respondents is a monthly household income of Rs.25001 -50000 range.
 Product labels and outdoor advertising is the main source of knowledge of environmentally
friendly Packaged Products.
 Most consumers are aware of environmental protection eco-friendlypackagedfood Products,
environmentally friendly and have a positive attitude for eco-friendly Packaged Products.
 It was found that the benefits of a lack of knowledge and do not know the difficulties buy
environmentally friendly Packaged Products.
 Most respondents to buy environmentally friendly packagedfood Products for health purposes.
Conclusions
The study concluded that consumers aware of the benefits of Eco-Friendly Packaged Products.
But it is still a new concept for the majority. The new Eco-Friendly movement needs to reach the masses,
which will require a lot of time and effort. Government, enterprises, build consumers have the right to join
their hands organized to make ecological balance.
54 International Journal of Advanced Research in Commerce, Management & Social Science (IJARCMSS) - October- December, 2019

References
 Ajay Kumar Singh and Monkia Bansal (2015), "Eco-Friendly Marketing: study of consumer
attitudes and environmental issues," the Ministry of Commerce, No. Vol.68,2 India magazine.
 Bahram Kheiry and Arezoo Nakhaei (2012), “Consumers’ green purchase decision: An
examination of environmental beliefs, environmental literacy and demographics”, International
Journal of Marketing and Technology, Vol.2, Issue 9.
 Bahram Kheiry and Arezoo Nakhaei (2016), "Eco-Friendly consumer purchasing decisions:
Environment beliefs, environmental literacy and demographic review", International Journal of
Marketing and Technology, Vol. 5, No. 9
 Borin, N., Lindsey-Mullikin, J., & Krishnan, R. (2013). An Analysis of Consumer Reactions to
Green Strategies. Journal of Product & Brand Management, 22(2), 118128.
https://doi.org/10.1108/10610421311320997
 Dipti Shankar Dinkar Khashaba barges and more (2014), "eco-friendly Packaged Products on
Satara district - the study of customer awareness," Jin research ideas, Volume IV, Issue 4
 Golnaz Rezai and Phuah Teng (2013), "is very easy to go Eco-Friendly? Eco-Friendly consumer
perception and concept," Meyer applied science, 2.
 Hair, J F., Ralph, EA., Ronald LT., & William, C B., (2015). Multivariate Data Analysis. 7th
Edition: Prentice Hall, New Jersey.
 Ishaswini data and Saroj Kumar (2011), "Influence of pro-environment Eco-Friendly
Procurement consumer research in India", International Journal of Business and Management,
Vol. 6, No. 6.
 Jacob Cherian Jolly and Jacob (2012), "Eco-Friendly Marketing of consumer attitudes
toward environmentally friendly Packaged Products research," Asian Social Science,
Volume 8, No. 12.
 Krishna Kumar Veluri (2012), "Eco-Friendly Marketing: India consumer awareness and market
influence purchasing decisions" in the International Journal of Business and Management
Studies, Vol. 3, first. 2.
 Manaktola, K. and Jauhari, V., (2017), “Exploring Consumer Attitude and Beahviour towards
Green Practices in the Lodging Industry in India”, International Journal of Contemporary
Hospitality Management, 19(6): pp
