Study on the Green Consciousness Among Millennials

Veda Dhruv1 Anurag Verma2

3rd Year, BA JMC Assistant ProfessorMIT WPU MIT WPU

Abstract

People are now becoming aware of climate change and the environmental stress that consumption of

several products puts onto the planet. With Millennials already comprising 47% of the workplace

population (according to Live Mint) and 19.15% (23.2 crores) of India’s population in the age group 15-

24 years (census of India 2011), it is becoming increasingly necessary to understand what motivates Gen

Y and Gen Z to buy eco-friendly products. The research is based on the analysis of the eco-friendly

aspect and the unique selling propositions (USPs) of the top brands of the products that the people of this

age group use along with a survey to record the factors influencing the consumer decision making

(CDM) process while buying green products. The study aims at understanding the level of awareness

regarding green products amongst the age group 16-25 years, the parameters they set while buying these

products, the factors (like price, quality, brand name etc) that influence their decision to buy the product,

and the platforms where they come across the products. The findings will help in deciding on the

supporting factors that must be marketed upon, developing new Green Marketing strategies for products

that are targeted towards this age group and refining existing ones.

Keywords: Consumer Consciousness, Millennials, Eco-friendly products, Green Marketing

Introduction

Across the world, environmental and sustainability issues are on the rise. Few countries like France, United Kingdom, Canada and Ireland have declared Climate emergencies. In conditions like these, the demand for green and eco-friendly products and services along with environmental consciousness are on the rise especially in developed and developing countries. Thus, there is a necessity and urgency to market these green products and services bringing to light the correct USPs and targeting the right consumers.

1 1st Author: Ms. Veda Dhruv, 3rd Year Student, BA JMC, School of Media & Journalism, MIT World Peace University2 2nd Author: Mr. Anurag Verma, Assistant Professor, School of Media & Journalism, MIT World Peace University.

According to Saxena and Khandelwal (2012), Indian companies are using green practices to set themselves apart from competitors, however, Indian consumers’ knowledge about green products, organic and recyclable brands, and green production processes is limited. Studies on Indian consumers have shown that although there is a preference for green products, it does not translate into green buying. Since 1990, after the LPG model was implemented, it has been observed that the urban youth have better job opportunities, better standards of living and higher disposable incomes owing to lesser liabilities, lesser dependent family members at the start of their careers thus endowing a higher purchasing power. This, combined with the significant fraction of the population that they constitute, make it quintessential to study their patterns of buying eco-friendly products.

All marketing campaigns are design based on consumer behaviour, or assumptions regarding it, of the targeted consumers. In order maximize the impact of these marketing campaigns, by creating a greater impact on the audiences, marketers of companies manufacturing green products need to understand why consumers behave in certain ways and how they respond to a variety of products and services offered to them.

Understanding consumer behavior helps in understanding the different market segments and evolve strategies to effect penetration with these markets. Schiffman and Kanuk (2002) have defined consumer behaviour as “the behaviour that consumers display in searching for, purchasing, using, evaluating and disposing of products, services and ideas which they expect will satisfy their needs”. Consumer consciousness goes beyond that.

While consumer behaviour studies the actions that consumers take with regards to products and services, consumer consciousness studies the detrimental and motivating factors that lead a consumer to look for a product or be attracted towards it in the place. The Nicosia Model of Consumer Behavior states that a consumer identifies the firm’s attributes to conform with his/her own, Consumers consciousness studies which attributes are most likely to be looked at and why.

Consumer consciousness, here, should not be confused with conscious awareness. Consumer awareness simply means being aware or having the knowledge of the various brands, process and elements of a product or service. It does not govern or influence one’s way of living, whereas consumer consciousness is being conscious of the nature, type and the manufacturer of the products, used or consumed by an individual. It is assumed that consumer consciousness determines one’s way of living.

Milner and Rosenstreich’s Consumer Decision Making (CDM) model, has three main components: inputs, processes and outcomes. Inputs comprise of the purchase situation (context and

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environment in which the purchase is made), consumer characteristics (psychological and social factors affecting the consumer’s behaviour) and information sources (various marketing media and interpersonal communication). The processes include need, desire the buy, how well informed the consumer is, criteria the consumer sets and the choices he/she evaluation. The outcome is therefore, the decision whether to purchase the commodity at that time or not.

Maslow, in his hierarchy of needs, explains what people are driven by and why. He arranged the human needs according to their importance with physiological needs being the most basic and important and self-actualization being the most advanced or final need. A person tries to satisfy the most basic and important need first and then moves on to higher levels because the former needs to stop acting as motivators once they are fulfilled.

In the context of Green Marketing, a consumer will not consciously buy green products to satisfy his physiological needs as he/she is presented with a variety of products of the same category which may be economical and more easily available as compared to green products. He/she may use or purchase green products to satisfy the higher needs. He/she may feel that they are safer, using them is a social trend, using them sets them apart, they feel good about using them, it is their social responsibility or because they are doing their part for the environment. The recognition of these needs determines how the consumer perceives him/herself.

According to Belk (1998), consumer’s perceptions of self-influences his/her consumption patterns as he/she will buy products that are in congruence with his/her identity, social status and beliefs. Since consumers associate the products’ attributes with their own, buying green products may bestow an environment-friendly attribute to the consumer and help them display their commitment and concern towards the environment. This either sets them apart or helps them fit into the trend depending on their social context.

Therefore, by using green products, consumers attempt to fulfil their social, esteem and ethical needs. This tendency to purchase and use eco-friendly products to reflect one’s attitudes and beliefs is called Green Identity. It is a form of self-identity and is detrimental in consumers’ decision-making process with regards to eco-friendly products.

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For effective results of marketing campaigns, companies need to understand the various factors that lead to green purchasing and should combine environmental concerns, psychographics, and demographics for positioning green products in a manner most attractive to their audience.

Review of Literatures

The studies conducted on Green Identity, Green Marketing and other factors deciding consumer consciousness have been less in number and even more limited when it comes to the influence of these factors amongst youth.

Lawrence (2015) found that people accepted that the youth among the age group 18-28 years found green products more expensive but 52% of the participants were ready to pat 50% extra to preserve the environment and because they felt good about doing so. It also found that participants believe that government and environmental representative should come forward to urge companies to adopt eco-friendly measures. Alongside the participants believing green marketing to be better than normal marketing, the study also claims that the youth would be ready to read up new information regarding green products to be able to make better choices thus presenting a mature market to accept the new green products and technologies.

Chan (2000), conducted research on the Green Consumers in Hong Kong. He classified consumers as heavy (higher expenditure and greater frequency of purchase) and light (lower expenditure and lesser frequency of purchase) green consumers on the basis of demographics, education, and perceptions towards eco-friendly products. He found that heavy green consumers were more likely to be highly educated, have higher incomes and believe environment-friendly products were good for health and the environment. He also found the major influencing factors to be social groups, peers, and government policies.

In their study “Green Marketing: A study on Indian Youth”, Maheshwari and Malhotra concluded that Green Marketing provides the companies with prospects to increase their market share by presenting eco-friendly products. Although the participants believed that it’s the responsibility of the organization to produce products that have minimum impact on the environment, they also believe that finally, it’s the consumer who is responsible for their use. The consumers that a more sophisticated and from a higher social status require unambiguous knowledge and evidence about how selecting one product over another will benefit the environment.

Polonsky and Michael Jay (1994) concluded from their study on Green Marketing that, though the firms were bearing responsibility for environmental degradation, it was the consumers who were equally responsible for pollutions and that the consumers had the ability to influence the brands to

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switch to eco-friendlier options. They found that 59% of the consumers contributed negatively towards the environment due to lack of alternatives and low convenience and also laid too much responsibility on the industries and the government.

It was found, by Pant and Rastogi (2018) who authored “A Study on Green Marketing: its Use and Importance”, that Green Marketing gives led to raising awareness about the purity of goods, processes of production, usage and disposal of the products. The researchers also found that people are of the view that green products are advantageous for them and given a choice, they will accept and adopt them even if the products are costlier compared to others. It was also found that health and saving the environment was the top priority of all participants.

Katiyar (2015) noted in the study, “An Overview of Green Marketing For Indian Market”, that it is very important to eliminate Green Myopia i.e. when brands emphasise more on a product's green aspects than on its benefits. The process involves focusing on customer benefits, the primary reason why consumers buy certain products in the first place. This helps brands in persuading buyers to change brands or even pay extra for a greener alternative.

Theoretical Framework

The development of consumer consciousness with regards to Green and eco-friendly products can be understood using the Hall’s Concern Based Adoption Model. According to this model, the adopter of a product, innovation or idea progresses through various levels of use of the same after overcoming 7 stages of concern (Stage-0 to Stage-6) namely awareness, information, personal, management, consequences, collaboration and refocusing concerns. Applying this model to Green Consumerism, the adopters will first have to be made aware of the existence of green products and their benefits, following which they will require more information about the same. After having mastered the use, being convinced of its consequences and having incorporated them into daily life, the consumer would truly have adopted the green product as the best alternative in existence.

Aim

To find the factors that influence consumer decision making (CDM) process regarding green

products amongst the age group 16-25 years and what are brand doing to market these products.

Objectives

To find 5 categories of products that the age group uses the most

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To find the USPs of the top 5 brands of each category

To find out how many of the top 5 brands in each category are eco-friendly

To find the most influencing factor in the decision making process

To find the most motivating aspect to buy a product

To find the most influential marketing platform for these products.

Research Methodology

The universe of the study was the young consumers of India. Using a non-probability convenience sampling method, 200 people of the age group 16-25 years were selected as participants out of which only 115 responded. The survey method of research was used and was carried out with the help of a questionnaire made available to the participants via the online service - Google Forms. Prior to this, a pilot study was conducted in which 18 out of 25 participants responded.

The questionnaire comprised a total of 17 questions divided into three sections namely “Demographics”, “Choices as a Consumer” and “Consciousness Apart From that during Procurement Process”. The top five product categories that the age group purchases were derived from the results of the survey, following which the top five brands of those categories were identified. These brands were then classified as eco-friendly or not based on no testing on animals, ingredients and packaging. If the brand satisfied all three conditions, it was categorised as eco-friendly. The Unique Selling Proposition of each brand was identified by looking at their YouTube channels and Instagram pages.

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Data Analysis and Interpretation

Data collected through the survey method.

The data gathered through the survey was organized into spreadsheets and analyzed using the internal mechanisms of Google Docs and Microsoft Excel where frequency and percentage of responses were used to present the results of the study.

Table 1 showing the demographic distribution of participants

SN

Demographic Variables

Category

1 Age 16-18 19-21 22-2523

(20%)86

(74.8%)6

(5.2%)2 Gender Male Female Other

48(41.7%)

67(58.3%)

0(0%)

3 Education 10th

Grade12Th Grade Graduation Post-

Graduation5

(4.3%)74

(64.3%)35

(30.4%)1

(0.9%)4 Place of

ResidenceMetropolitan/

Tier 1 CityTier 2 City Tier 3 City/

Town89

(77.4%)22

(19.1%)4

(3.5%)

As is seen in Table 1,

Maximum participants (74.8%) belonged to the age group 19-21 years, followed by 16-18 years (20%) and the least were of the age group 22-25 years (5.2%)

Out of all the participants, 58.3% were females and 41.7% were males. 64.3% of the participants had completed their 12th Grade, 30.4% had completed their

Graduation, 4.3% had completed their 10th Grade and 0.9% had completed their Post-graduation.

The maximum number of participants (77.4%) belonged to Metropolitan/ Tier 1 cities, 19.1% were from Tier 2 cities and only 3.5% were from Tier 3 cities/ towns.

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Q1. What 5 categories of products do you buy the most?

The participants were asked to select the top 5 categories of products they purchase frequently from 8 categories of products. The options were Electronics, Clothes and Accessories, Food Items, Boks, Personal Care Products, Cosmetics, Stationery and Sports Equipment.

The top 5 categories were found to be:

Food Items– Selected by 112 (97.4%) participants. Clothes and Accessories – Selected by 108 (93.9%) participants. Stationery – Selected by 93 (80.9%) participants. Personal Care products – Selected by 84 (73%) participants. Electronics – Selected by 65 (56.5%) participants.

These were followed by Books, Cosmetics and Sports Equipment at 53%, 27.8% and 17.4% respectively.

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Figure 1 showing the number of participants selecting the category

to be one of the top 5 categories of products they purchase.

Q2. What is the most prominent factor that affects your decision to buy?

Figure 2 shows that

33 participants (29%) participants selected “Price”

14 participants (12%) participants selected “Brand”

54 participants (47%) participants selected “Previous Experience with the product”

1 participant (1%) participants selected “Packaging”

10 participants (9%) participants selected “Presence or absence of particular ingredient/specification”

3 participants (2%) participants selected “Recommendation through ads or peers”

as the most prominent factor that affects their decision to buy a product

Q3. What factor do you find most motivating while buying a product?

According to Figure 3, it is observed that

71 participants (62%) participants selected “Need”

7 participants (6%) participants selected “Trend”

14 participants (12%) participants selected “Creating Identity/ Setting yourself apart”

23 participants (20%) participants selected “Trying Something New”

While no participants selected “Brand Ambassador”

as the most motivating factor while buying a product.

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Price29%

Brand12%

Previous Experience

with product

47%

Packaging1%

Presence or absence of particular ingredient/specifica-

tion9%

Recom-mendation

through ads or peers3%

Figure 2 Showing The Most Prominent Factor Affecting The Decision To Buy A

Product.

62%6%

12%

20%

Figure 3 Showing The Most Motivating while buying a product

Need

Trend

Creating Identity/ Setting yourself apart

Trying something new

Brand Ambassador

Table 2 Choices that consumers make while purchasing a product.

Q. No.

Question Options

Q4 While at a super-market, what all do you check before picking up a product? (all that apply)

Expiry and Manufactur

e Date

Price Ingredients Testing on animals

Packaging

96 (83.5%) 100 (87%) 45 (39.1%) 16 (13.9%) 44 (38.3%)

Q5 What kind of packaging attracts you the most?

Decorative Easily Disposable

Refillable Reusable Eco-friendly

15 (13%) 13 (11.3%) 8 (7%) 38 (33%) 41 (35.7%)

Q6 What type of product would you look up on the internet

Electronics Clothes and accessories

Stationery Cosmetics and personal

care products.

Sports equipment

85 (73.9%) 9 (7.8%) 4 (3.5%) 14 (12.2%) 3 (2.6%)Q7 What all factors

would you check for while reading about a product on the net? (all that apply)

Online availability.

Process of manufacture

.

Carbon footprint of the product.

Durability and life.

Comparison with

competitors.77 (67%) 21 (18.3%) 18 (15.7%) 91 (79.1%) 102 (88.7%)

Table 2 shows the awareness of consumers towards various aspects of a product while buying it.

While most people check for the price (87%) and expiry and manufacture date (83.5%)of a product, less than 50% of participants check for appropriate ingredients (39.1%), packaging (38.3%) and the least for testing on animals (13.9%).

Eco-friendly packaging is preferred by 35.7% participants, reusable packaging by 33%, decorative packaging by 13%, easily disposable packaging by 11.3% and refillable packaging by only 7% of the respondents.

73.9% participant read about Electronic products, 12.2% about cosmetics and personal care products, 7.8% about clothes and accessories, 3.5% about stationery and 2.6% about sports equipment before purchasing the product.

Out of all the participants, 88.7% compare the product with other similar brands, 79.1% check for durability and life of the product, 67% check for online availability of product while only 18.3% check for manufacture process and 15.7% for the carbon footprint of the product.

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Q8 You would have, most likely, heard of the product you buy from which of these platforms?

Figure 3 shows that

9 participants (8%) participants selected “Social Media Influencer”

56 participants (49%) participants selected “Online Advertisement”

17 participants (15%) participants selected “Traditional Advertisement”

29 participant (25%) participants selected “Peer Recommendation”

4 participants (3%) selected “Seen it on sale in non-virtual world”

as the platform where they would have most likely heard about the product(s) they purchase.

Table 3 Conscious of consumers apart from the purchasing process.

Q. No.

Question Options

Q9 How often does the topic of environment come into conversation with your peers?

Always Often Sometimes Rarely Never 7 (6.1%) 50 (43.5%) 45 (39.1%) 12 (10.4%) 1 (0.9%)

Q10 You will recommend a product due to which of these factors?

Quality Trend Price Eco-friendly nature

Usability

81 (70.4%) 0 (0.0%) 5 (4.3%) 11 (9.6%) 18(15.7%)

Q11 Convenience while purchasing and using product out-weighs preservation of natural resources.

Strongly Agree

Agree Can’t Say Disagree Strongly Disagree

13 (11.3%) 41 (35.7%) 32 (27.8%) 17 (14.8%) 12 (10.4%)

Q12 How often do you carry your own bag with you to the store?

Always Often Sometimes Rarely Never68 (59.1%) 34 (29.6%) 6 (5.2%) 6 (5.2%) 1 (0.9%)

Q13 What would be the reason for calling yourself a green consumer?

Social Responsib

ility

Social Obligation

Setting yourself

apart.

Everyone seems to be

doing it.

Part of your identity

I’m not a green

consumer.84 (73%) 3 (2.6%) 5 (4.3%) 1 (0.9%) 13 (11.3%) 9 (7.8%)

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8%

49%15%

25%

3%

Figure 2 Showing The Platforms on which the Consumers hear about the products

they buy

Social Media In-fluencer

Online Adver-tisement

Traditional Adver-tisement

Peer Recommenda-tion

Seen it on sale in non-virtual world

Table 3 shows the behaviour and attitude of consumers towards the environment when they are not engaged in the purchasing/ procurement process.

Out of all participants, 6.1% said that the topic of environment comes into conversation with their peers, 43.5% said it does come up often, 39.1% said it comes up sometimes, 10.4% said it comes up rarely and 0.9% said it never does.

70.4% participants would recommend a product for its quality, 4.3% due to its price, 9.6% due to its eco-friendly nature and 15.7% due to its usability while none of them would recommend it due to a trend.

When asked whether convenience would outweigh conservation of natural resources, 11.3% of participants agreed strongly, 35.7% of participants agreed, 14.8% disagreed, 10.4% disagreed strongly and 27.8% were unsure.

Out of all the participants, 59.1% always carry bags with them to the supermarket, 29.6% do it often, 5.2% do it sometimes, 5.2% so it rarely while 0.9% never carry a bag with them.

While 7.8% participants claim that they are not green consumers, most participants (73%) chose Social Responsibility as their reason to be a Green Consumer, 2.6% chose Social obligation to be the reason, 4.3% chose the reason as setting themselves apart, 0.9% chose being called a Green Consumer because everyone seems to be doing it and 11.3% chose it as being a Green Consumer is a part of their identity.

Analysis of Product Attributes based on Survey Findings

According to the answers to Q1 of the survey, the top five categories of products that the age group buys were found to be:

Food Items Clothes and Accessories Personal Care Products Stationery Electronics

The top five brands of each category are evaluated to understand how eco-friendly they are.

Table 4 showing codebook of content analysis

Unit Of Analysis/ Representative Categories CodingEco-friendly Packaging 1No Testing on Animals 2Eco-friendly Ingredients 3

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No news regarding unsafe waste disposal methods 4Green Selling point 5

Table 5 showing analysis of the eco-friendly nature of leading brands of each category

Category Brand Name Unit of Analysis

Overall Eco-friendly Product

Food Amul 1, 2, 4 NoBritannia 2, 4 NoParle 2, 4, NoDabur 1, 3, 4 NoMother Dairy 2, 4 No

Accessories Lavie 2, 3, 4 NoFastrack 2, 4 NoChumbak 2, 4 NoAyesha 2, 3, 4 NoH & M 1, 2, 4 No

Personal Care Products

Unilever 3, 4 NoGillette 4 NoWhispers 2, 4 NoPark Avenue 2, 4 NoHimalaya 2, 3, 4 No

Stationery ITC 1, 2, 3, 4, 5 YesReynolds 2, 4 NoCamlin 1, 2, 3, 4 YesFabre Castle 1, 2, 3, 4 YesNavneet 1, 2, 3, 4 Yes

Electronics(only mobile phones)

Samsung 2, 4, 5 NoXiaomi 2, 4 NoOnePlus 2,4 NoApple 2, 4 NoVivo 2, 4 No

To analyze the eco-friendly nature of leading brands, criteria mentioned in Table 3 were pre-decided and the brands were analyzed keeping these criteria in mind. The official sites of these brands were used to obtain the required information. Brands were labelled as eco-friendly only if they satisfied a minimum of four out of the five set criteria. It was observed that although not companies were involved in testing on animals, some companies used ingredients that were “lawfully” tested on animals. Stationery brands, except ITC, that are eco-friendly in nature, do not advertise themselves as such. The only eco-friendly selling point of a mobile phone company was of Samsung due to its low power consumption and long-lasting battery.

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Results and Major Findings

Present paper deals with the Green/ eco-friendly consciousness that consumers aged between 16-25 years display and the factors that leading brands do or do not follow in order to position them as environment-friendly. After the data and field experience, the researcher has found that while the youth is aware of environmental issues, the steps that can be taken as a consumer and the factors they should look at while purchasing a product, it does not translate into action for most respondents. The findings of the research are:

Several brands do not position themselves as eco-friendly even if they are. There is lacking information about waste disposal of these companies Packaging is a major factor where brands are lagging in terms of eco-friendly nature. 88.7% of respondents talk about the environment frequently but only 25.2% would place its

conservation at a higher priority than convenience. Online advertisements and word-of-mouth (peer recommendation) are the most influential

in convincing a consumer to purchase a product. Although Electronics was ranked fifth in the most purchased categories, 73.9% of

respondent’s research about it the most while making the purchase choice. 88.7% of consumers compare products with others of the same category before purchasing

the product. Only 39.1% and 13.9% respondents check a product for its ingredients and testing on

animals respectively before purchasing it and only 15.7% respondents check for the carbon footprint of a product while reading about it.

73% of respondents would choose to be called a Green consumer due to social responsibility.

Conclusion

Based upon the results, the researcher concludes that there is less need to educate the age-group about the usage of eco-friendly products as the majority of them are environment/green-conscious, but brands need to take action to implement the consciousness in their purchasing process. The research points out that the age-group makes purchasing decisions based on the information that is readily and easily available to them but does not take the time to read about information such as ingredients, testing on animals and carbon-footprint of the product. The researcher also concludes that only the eco-friendly nature of a product is not sufficient to make a consumer purchase the product, it must be paired with attributes such as cost-efficiency, quality and satisfying needs of the

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consumer. Products that are marketed as a Green product, including packaging and unique selling propositions are more likely to be bought by this age group.

Recommendation

As far as marketing implications are concerned, the researcher suggests that the brands should:

Switch to eco-friendly, reusable or refillable packaging. Market their products as being Green/eco-friendly. Combine the characteristic of being eco-friendly with better quality, convenience,

satisfying needs of the consumer. Make information about the manufacturing process, waste disposal and carbon footprint of

both the company and the product available to the public. Attribute a sense of social responsibility towards the environment with the usage of the

product.

For further studies, the researcher recommends that:

The study be carried out with equal participants of different demographics. The study be carried out in rural areas and in slum areas of developed cities. The study be carried out with participants from different economic backgrounds. The study be carried out with respect to various services instead of products.

Limitations of The Study

The universe being large, the study was restricted to people of age group 16-25 years as this

age group consists of the newest consumers in the market and will also continue to be

consumers for a longer time compared to the other age groups.

The sample size is only 115, so the sample may not be representative of the population.

Although no partiality was practised while the distribution of the survey link, the

participants were unevenly distributed according to demographics. 74.8% of participants

belonged to the age group 19-21 years, 58.3% participants were females, 64.3%

participants had the educational qualification of 12th grade and 77.4% participants belonged

to Metropolitan/ Tier 1 Cities.

The data was collected from 18th October 2019 to 7th December 2019.

The above constraints act as hindrances for 100% accuracy in analysis.

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