ROLE OF DEMOGRAPHIC FACTORS IN SHAPING GREEN PRODUCT AWARENESS IN KAMRUP METRO DISTRICT OF ASSAM
DOI:
https://doi.org/10.29121/shodhkosh.v3.i2.2022.5307Keywords:
Green Product Awareness, Demographic Factors, Kamrup Metro, Green ProductsAbstract [English]
The global environmental crisis has heightened the importance of green products yet their adoption in developing regions like India remains limited due to low consumer awareness. This study investigates the influence of demographic factors (age, gender, income, and education) on green product awareness among consumers in Kamrup Metro district of Assam, a region with a nascent green market. Using a quantitative and cross-sectional research design, data were collected from 150 adult respondents via a structured questionnaire. Statistical analyses including Mann-Whitney U and Kruskal-Wallis tests, reveal that income and education significantly shape green product awareness, with higher-income and more educated consumers exhibiting greater awareness due to better access to information and resources. In contrast, age and gender show no significant impact, suggesting uniform exposure to environmental information across these groups. These findings highlight the need for targeted awareness campaigns focusing on educated and affluent consumers while addressing economic barriers for lower-income groups. The study contributes to the literature on green consumerism in developing regions and offers practical insights for businesses, policymakers, and environmental advocates to promote sustainable consumption in Assam.
References
Abdul-Muhmin, A. G. (2007). Explaining consumers’ willingness to be environmentally friendly. International Journal of Consumer Studies, 31(3), 237–247. https://doi.org/10.1111/j.1470-6431.2006.00528.x DOI: https://doi.org/10.1111/j.1470-6431.2006.00528.x
Chan, R. Y. K. (2001). Determinants of Chinese consumers’ green purchase behavior. Psychology & Marketing, 18(4), 389–413. https://doi.org/10.1002/mar.1013 DOI: https://doi.org/10.1002/mar.1013
Cherian, J., & Jacob, J. (2012). Green marketing: A study of consumers’ attitude towards environment friendly products. Asian Social Science, 8(12), 117–126. http://dx.doi.org/10.5539/ass.v8n12p117 DOI: https://doi.org/10.5539/ass.v8n12p117
D’Souza, C., Taghian, M., Lamb, P., & Peretiatko, R. (2007). Green decisions: Demographics and consumer understanding of environmental labels. International Journal of Consumer Studies, 31(4), 371–376. https://doi.org/10.1111/j.1470-6431.2006.00567.x DOI: https://doi.org/10.1111/j.1470-6431.2006.00567.x
Jain, S. K., & Kaur, G. (2004). Green marketing: An attitudinal and behavioural analysis of Indian consumers. Global Business Review, 5(2), 187–205. https://doi.org/10.1177/097215090400500203 DOI: https://doi.org/10.1177/097215090400500203
Mostafa, M. M. (2007). Gender differences in Egyptian consumers’ green purchase behaviour: The effects of environmental knowledge, concern, and attitude. International Journal of Consumer Studies, 31(3), 220–229. https://doi.org/10.1111/j.1470-6431.2006.00523.x DOI: https://doi.org/10.1111/j.1470-6431.2006.00523.x
Ottman, J. A. (1992). Green marketing: Challenges and opportunities for the new marketing age. NTC Business Books.
Peattie, K. (1995). Environmental marketing management: Meeting the green challenge. Pitman Publishing.
Polonsky, M. J. (1994). An introduction to green marketing. Electronic Green Journal, 1(2), 1–10. DOI: https://doi.org/10.5070/G31210177
Shamdasani, P., Chon-Lin, G. O., & Richmond, D. (1993). Exploring green consumers in an oriental culture: Role of personal and marketing variables. Advances in Consumer Research, 20, 488–493.
Straughan, R. D., & Roberts, J. A. (1999). Environmental segmentation alternatives: A look at green consumer behavior in the new millennium. Journal of Consumer Marketing, 16(6), 558–575. https://doi.org/10.1108/07363769910297506 DOI: https://doi.org/10.1108/07363769910297506
Tanner, C., & Kast, S. W. (2003). Promoting sustainable consumption: Determinants of green purchases by Swiss consumers. Psychology & Marketing, 20(10), 883–902. https://doi.org/10.1002/mar.10101 DOI: https://doi.org/10.1002/mar.10101
Zelezny, L. C., Chua, P. P., & Aldrich, C. (2000). New ways of thinking about environmentalism: Elaborating on gender differences in environmentalism. Journal of Social Issues, 56(3), 443–457. https://doi.org/10.1111/0022-4537.00177 DOI: https://doi.org/10.1111/0022-4537.00177
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2022 Debajit Dahal, Dr. Amrit Pal Singh
This work is licensed under a Creative Commons Attribution 4.0 International License.
With the licence CC-BY, authors retain the copyright, allowing anyone to download, reuse, re-print, modify, distribute, and/or copy their contribution. The work must be properly attributed to its author.
It is not necessary to ask for further permission from the author or journal board.
This journal provides immediate open access to its content on the principle that making research freely available to the public supports a greater global exchange of knowledge.
