ANALYZING THE HIERARCHICAL

SIGNIFICANCE OF 3PS IN THE CONTEXT

OF GREEN MARKETING
UNDER THE GUIDANCE OF MR. EASWAR KRISHNA IYER

By
UmaPriya C - FT162098
Divya Ogoti - FT163020
Koganti Vineeth - FT164035

1
CONTENTS
Abstract ......................................................................................................................................................... 3
Introduction .................................................................................................................................................. 4
LITERATURE REVIEW ............................................................................................................................. 4
Defining the 3Ps in context of Green Marketing. ............................................................................... 4
Product ..................................................................................................................................................... 4
Green Promotion ...................................................................................................................................... 5
Green Place .............................................................................................................................................. 5
Green Consumer Attitude ........................................................................................................................ 5
Premium Price Propensity ....................................................................................................................... 6
Green Purchase Intention ....................................................................................................................... 7
Product Loyalty: ....................................................................................................................................... 7
PROPOSAL .................................................................................................................................................. 8
Data Collection......................................................................................................................................... 8
Method .......................................................................................................................................................... 9
Variables Used....................................................................................................................................... 10
RESULTS ...................................................................................................................................................... 13
RELIABILITY ANALYSIS ................................................................................................................. 13
Results ......................................................................................................................................................... 16
RELIABILTY................................................................................................................................................... 16
VALIDITY ...................................................................................................................................................... 18
CONCLUSION : Implications and findings ................................................................................................... 19
APPENDIX 1: REFERENCES........................................................................................................................... 20
APPENDIX 2: QUESTIONNAIRE .................................................................................................................... 22

2
ABSTRACT
This study is about how various facets of 3ps driving Green consumer attitude and how in turn
green consumer attitude drives purchase intention .With increasing awareness about ill effects of
toxic and non-degradable materials, focus is on green products. The study aims at identifying key
drivers that will influence consumer choice and purchase intention of green products. The study
also considers role of green promotion and place in driving consumer attitude. This study will
help in arriving at meaningful insights and information that will help firms in designing
marketing strategy for green products

3
INTRODUCTION
Green marketing is a responsible and a holistic approach to create, communicate and deliver
value to both stakeholders and customers. With growing concern about environment, the
importance and relevance of Green marketing has grown by leap and bounds. Green marketing is
a strategy adopted by an industry to produce goods that are environmentally sustainable as well
as profitable. It is also about tweaking the supply chain process to reduce carbon footprint. Green
marketing is concerned with reduction of negative impact on environment by employing
processes and production techniques that considerably reduces unsolicited impact on nature.
Using recyclable materials, designing ecofriendly products and employing green channels and
marketing strategies are some of the initiatives associated with Green marketing (Simula and
Salo, 2009)

LITERATURE REVIEW

The traditional 3Ps (Product, Promotion, & Place) of marketing mix are cornerstones in
developing strategies, which are inclined towards making the Product greener. Our study is about
the role of each P in green marketing context.

Defining the 3Ps in context of Green Marketing.

Product
While making buying decision about green product the consumer not only sees the core
benefit of the product but also evaluates the social benefits that it provides. The customer
identifies two major aspects of green product while evaluating first being its packaging and
second being ingredients or the process involved in making it. The literature quotes the fact that
consumers are concerned about the products being tested on animals during its production stage,
for example cosmetics belong to this category of product. On a different perspective of
packaging of goods, material used in it also reflects how green the product is. The consumers
while evaluating the product look at how much recyclable material is used and also consider
biodegradable and energy efficiency factors which the product serves. (Green products and
corporate strategy: an empirical investigation, Claire Dsouza, Mehdi Taghian, Peter

4
Lamb, Roman Peretiatkos, 2006). Based on the literature review done the following
hypothesis is formulated:

H1: Higher evaluation of green products lead to higher levels of green consumer attitude

Green Promotion

Communicating about the greenness of the product or process is a necessary step. Green
promotion is touting about the environmental sustainability of the product. Promotion must
reflect the commitment towards nature protection. Green promotion is communicating and
informing stakeholders and prospective customers about the virtues of product by employing
channels and methodologies that leave less carbon foot prints. (Danjelico and Pujari 2010;
Ottman et al. 2006). Based on the literature review done the following hypothesis is formulated:

H2: Higher levels of Green Promotion lead to higher levels of green consumer attitude

Green Place
The place where the product is available and the time of its availability plays pivotal role
in influencing the purchase intentions of the customers. Majority of customers are not so eager to
travel to faraway place in search of a green product. They expect easy accessibility to the market
place. Marketers who are proponents of green product need to choose location wisely. (L.
Nanda Gopal, October 2013). Based on the literature review done the following hypothesis is
formulated:

H3: Higher levels of Green Place lead to higher levels of green consumer attitude

Green Consumer Attitude

Similarly in the process of product development a lot of stakeholders or people are
involved, employees of the firm, R&D department, most important stakeholder being customer,
competitors, investors, government etc. These set of people are called traditional stakeholders
and form most important P of marketing mix i.e. People. These are important as they have
high influence in the green product development process (Michael Jay PolonskyPhilip J.
Rosenberger IIIJacquelyn Ottman, 1998, Developing green products: Learning from
stakeholders)

5
 Top management plays a very important role from peoples perspective of marketing
mix. As the decision control lies with top management it is important that they understand the
importance and nuances of a product being green and in same way incorporating strategies to b
green organization in all. (Arseculeratne, D., & Yazdanifard, R., (2014). How green
marketing can create a sustainable competitive advantage for a business. International
Business Research, 7(1), 130-137)). Based on the literature review done the following
hypothesis is formulated:

H4: Higher levels of Green Consumer attitude reflects in purchase intention

Premium Price Propensity
There is a difference in opinion about the perceived price a green product can have. Some
literature suggests that consumers who are concerned about environmental causes perceive the
premium price of green products to be correct and are ready to pay for them an extra amount.
(Wu, S., & Chen, Y. (2014). The impact of green marketing and perceived innovation on
purchase intention for green products)

The Price of green product is crucial P in the mix as it is the money value that is paid by
the customer and usually the perception of the customer towards green products is they are
premium priced products because of the extra value they give. (Arseculeratne, D., &
Yazdanifard, R., (2014). How green marketing can create a sustainable competitive
advantage for a business. International Business Research, 7(1), 130-137)

Some Literature also suggest that there is no separate market for green products and
hence while deciding on the pricing factor the firms should keep in mind that although people are
ready to adopt green products but not compromising on the performance and attributes of the
core product. So it many times happens that customers are not ready to pay a premium price for
the product just for the fact that it is green and ignore rest of the factors.( Green products and
corporate strategy: an empirical investigation, Claire dsouza, mehdi Taghian, et al, 2006)

Tactical strategies such as rebates for returning recyclable packaging, or charging higher
prices for environmentally unfriendly products can be employed to give price benefits to
consumers of the green products.

6
Based on the literature review done the following hypothesis is formulated:

H5: High Green purchase intention leads to willingness to pay premium.

Green Purchase Intention

Process is a very important attribute in making a product green. With right process in
place, every stage of production can be made greener. From procuring of raw materials to
disposal of waste products, the whole process can be revamped to make a greener firm as well
result in reduction in cost. Incorporating innovative ideas/processes, effective waste management
system etc. are some of the ways to make more environmentally sustainable products by
employing Green Process. (Charter, M. (1992), Greener Marketing: A Greener Marketing
Approach to Business, Greenleaf Publishing, Sheffield.) Based on the literature review done
the following hypothesis is formulated:
Product Loyalty:
Physical Evidence in Green Marketing is driven by Innovation. It is not just adding value
by making the product green, but also holistic validation of strategies implemented to make the
product Green. Physical evidence is driving by innovation with measurable outcomes and is the
major differentiator from substitutes and competitors products. Physical evidence must make
sure that every part of the system is implemented with Greenness, so it should be holistically
implemented. (Sushil Kumar, 2014. Green Marketing: Need of an Era, International
Journal of Management and Social Sciences Research (IJMSSR) ISSN: 2319-4421, Volume
3, No. 9) Based on the literature review done the following hypothesis is formulated:

H6: High Green Purchase Intention leads to loyalty towards green products

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PROPOSAL
Data Collection
In order to test the relationships formulated in hypotheses above and different
components and Ps of marketing mix in a perspective of green marketing we have used
confirmatory factor analysis and structural equation modeling as our approach (Figure 1).

Figure 1: The 3Ps and their Effect on Consumer attitude and Purchase intention

Figure1: The 3Ps and their Effect on Green Marketing Strategy.

The unit of analysis was determined as the common consumers to analyze their purchase
intentions towards Green Products, as they are important stakeholders in determining how the
elements of marketing mix will result in green marketing. The study utilizes a quantitative
research design, which involves data collection based on a survey and the further analysis and
testing of data in connection with the research objectives

8
METHOD
The data collection was done through survey method in which a questionnaire was floated to respondents
online. The target audience for the survey was working professionals or students who have knowledge of
green marketing and impact of product promotion and place on green consumer behavior or buying
propensity of consumer. We have received 207 data points for base lining the final model.
The questionnaire consisted of 25 questions referred to as items from now on. There were four items for
each Product, Place, Promotion, purchase-intention and consumer-attitude and three items for loyalty and
buying propensity.
There are two established methods for verifying the goodness of fit for structural equation modeling,
Covariance- Based SEM and PLS SEM. Smart-PLS/PLS SEM tool is selected attributing to the following
reasons. Firstly, as the research goal was predicting key target constructs and identifying key
driver construct for green consumer attitude and green purchase intention. Second, the research
being carried out is exploratory. Finally since the structural model in place was complex and
non-convergent in CB- SEM. (PLS-SEM: INDEED a SILVER BULLET Joe F. Hair, Christian M. ringle,
and Marko Sarstedt ).

The green marketing model is a 3 level structural model with first level Identifying the key
drivers for green consumer attitude (CONSATT) being Green Product (GPROD), Green
Promotion (GPROM) and Green Place (GPLAC). The second level shows the relationship as to
how Higher levels of Green Consumer attitude reflects in purchase intention and the third and
the final level shows how Green Purchase Intention (GPINT) is reflected via Green Price
Premium Propensity (GPP) and Green Loyalty (GLOYAL). Thus apart from GPROD, GPROM
and GPLAC which are first level constructs acting only as independent variables rest all are
dependent variables at one level or another. The correlations among the items of the construct are
satisfactory. Hence the measurement model followed is Reflective measurement model in PLS-
SEM. The model described above is shown in the path diagram as formulated through Smart
PLS.

9
Figure 2: SEM Model indicating covariance

Variables Used

Variable Items Question Scale Used

Ingredients used in making a
Product 1 product is important to make it Likert Scale (0-5)
green

Use of environmentally friendly

Product 2 materials in packaging of product Likert Scale (0-5)
Green Product makes it more green
(GProd)
Recyclability/biodegradability of
Product 3 product enhances green quality Likert Scale (0-5)
of a product.
Green products are as good as non
Product 4 Likert Scale (0-5)
green products.
Green products are marketed to
Green
me in a way which I find really
Promotion Promotion 1 Likert Scale (0-5)
engaging and relevant to my
(Gprom)
lifestyle

10
 In the marketing communication
about a product, I expect to be
Promotion 2 Likert Scale (0-5)
informed of how environmentally
friendly a product is

Ecolabels convey environmental

Promotion 3 Likert Scale (0-5)
benefit of product

There should be a special display

Promotion 4 Likert Scale (0-5)
for green products
I will use green products if they
Place 1 Likert Scale (0-5)
are readily available.
I prefer to buy green product at
Place 2 special green product store or Likert Scale (0-5)
Green Place seller
(GPlac)
There are many green product
distributors/retailers which help
Place 3 Likert Scale (0-5)
me easily looking for green
products

Variable Items Question Scale Used

I am willing to pay price premium
for products that are produced
process and packaged in an
Green Price_1 environmentally friendly way
Price Laroche
I am willing to spend extra money ,Bergeron and
Premium
to buy products which are less Barbaro-
Propensity
Price_2 environmentally harmful Forleo(2001)
(GPP)
If there is a tax levied for an Journal of
environmental cleanup ,I am consumer
Price_3 willing to pay the tax. marketing
It is important to me that products I
Purchase_Intention_1 use do not harm the environment.
Green
My purchase habits are affected by
Purchase
my concern for the environment
Intention Purchase_Intention_2
(GPInt)
I would describe myself as
Haws, Winterich
environmentally responsible
Purchase_Intention_3 and Nalyor 2010

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 I am willing to be inconvenienced
in order to take actions that are
Purchase_Intention_4 more environmentally friendly
I generally choose this product as Patricia Martnez,
loyalty_1 my first option (2015),"Customer
Green
I will choose this product as my loyalty: exploring
Product
loyalty_2 first option in the future its antecedents
Loyalty
would make positive comments from a green
(Gloyal)
about this product to family and marketing
loyalty_3 friends perspective

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RESULTS
RELIABILITY ANALYSIS

Product

Product Reliability
Reliability Statistics
Cronbach's
N of Items
Alpha
0.577 4

Item-Total Statistics
Scale Scale Cronbach's
Corrected
Mean if Variance if Alpha if
Item-Total
Item Item Item
Correlation
Deleted Deleted Deleted
product1 11.64 5.311 0.588 0.335
product2 11.4 5.628 0.579 0.362
product3 11.57 5.866 0.43 0.456
product4 12.94 6.439 0.055 0.816

As Per the above analysis we will be dropping the item Product 4 to improve the total statistics
and reliability of variable product
Promotion

Reliability Statistics
Cronbach's N of Items
Alpha
.585 4
Item-Total Statistics
Scale Mean if Scale Variance Corrected Cronbach's
Item Deleted if Item Deleted Item-Total Alpha if Item
Correlation Deleted
Promotion1 12.15 5.631 .045 .792
Promotion2 11.26 4.390 .577 .363
Promotion3 11.47 4.292 .526 .388
Promotion4 11.02 4.557 .472 .435
As per the above analysis we will be dropping the item Promotion 1 for further analysis.

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Consumer Attitude

Reliability Statistics
Cronbach's N of Items
Alpha
.802 4

Item-Total Statistics
Scale Mean if Scale Variance Corrected Cronbach's
Item Deleted if Item Deleted Item-Total Alpha if Item
Correlation Deleted
Consumer_att1 12.64 5.581 .621 .752
Consumer_att2 12.51 6.216 .644 .741
Consumer_att3 12.53 6.254 .577 .770
Consumer_att4 12.47 6.062 .629 .746

As per the above analysis the construct Consumer attitude is perfectly measure by its items so we
will be continuing with the same set of items for the construct
Place

Reliability Statistics
Cronbach's N of Items
Alpha
.448 3

Item-Total Statistics
Scale Mean if Scale Variance Corrected Cronbach's
Item Deleted if Item Deleted Item-Total Alpha if Item
Correlation Deleted
place1 5.68 3.376 .128 .569
place2 6.62 2.047 .405 .070
place3 7.70 2.561 .307 .288
As per the analysis we see that place as a construct does not have good reliability statistics. We
are still in the process of collecting more data and thus with more data points cronbachs alpha
would also increase to desired levels
Premium Price Propensity

Reliability Statistics

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 Cronbach's N of Items
Alpha
.706 3

Item-Total Statistics
Scale Mean if Scale Variance Corrected Cronbach's
Item Deleted if Item Deleted Item-Total Alpha if Item
Correlation Deleted
Price1 6.58 2.978 .681 .403
Price2 6.53 3.446 .648 .476
Price3 6.62 4.047 .300 .892

As per the analysis the reliabitity of the construct is of desired level.

Purchase intention

Reliability Statistics
Cronbach's N of Items
Alpha
.798 4

Item-Total Statistics
Scale Mean if Scale Variance Corrected Cronbach's
Item Deleted if Item Deleted Item-Total Alpha if Item
Correlation Deleted
Purchae_int1 10.51 5.485 .699 .702
Purchae_int2 10.98 6.480 .439 .827
Purchae_int3 10.72 5.322 .748 .677
Purchae_int4 10.92 5.917 .573 .766

As per the analysis the reliabitity of the construct is of desired level

Loyalty

Reliability Statistics
Cronbach's N of Items
Alpha
.811 3

15
 Item-Total Statistics
Scale Mean if Scale Variance Corrected Cronbach's
Item Deleted if Item Deleted Item-Total Alpha if Item
Correlation Deleted
Loyalty
7.92 2.533 .582 .854
1
Loyalty
7.42 2.709 .807 .602
2
Loyalty
7.11 3.102 .636 .769
3

As per the analysis the reliabitity of the construct is of desired level.

RESULTS
This study use SEM to test the framework and hypotheses. SmartPls 3 was used to obtain the empirical
results. Reflective measurement model is used as all the latent variables are reflective in nature.

Two tests were done to check the validity of the model

1. Bootstrapping to check the significance of varibales.It was found that path coefficients are
significant at 95% confidence interval

Original Sample Standard

T Statistics P
Sample Mean Deviation
(|O/STDEV|) Values
(O) (M) (STDEV)

GreenConsumerAttitude -> 0.599 0.602 0.058 10.389 0

GreenpurchaseIntention
Greenplace -> GreenConsumerAttitude 0.437 0.438 0.066 6.598 0

Greenproduct -> GreenConsumerAttitude 0.371 0.367 0.076 4.904 0

Greenpromotion -> GreenConsumerAttitude 0.138 0.142 0.068 2.031 0.043

GreenpurchaseIntention -> Greenloyalty 0.631 0.635 0.052 12.087 0

GreenpurchaseIntention -> 0.637 0.639 0.054 11.881 0

GreenPricePropensity

Reflective measurement model is verified based on validity and reliability.

RELIABILTY
Indicator reliability
All the values of outer loadings are greater than 0.7.

16
 Green
Green
Green Gree Green Green purchas
GreenConsumerAttitu price
loyalt n produc promotio e
de propensit
y place t n Intentio
y
n
GCA1 0.817

GCA2 0.816

GCA3 0.702

GCA4 0.823

GL1 0.867

GL2 0.896

GL3 0.803

place1 1

GP1 0.91

GP2 0.907

GP3 0.69

GPRD1 0.844

GPRD2 0.868

GPRD3 0.825

GPROM2 0.903

GPROM3 0.749

GPROM4 0.809

GPI1 0.851

GPI2 0.716

GPI3 0.875

GPI4 0.777

INTERNAL CONSISTENCY RELIABILITY

Composite reliability numbers are observed. All the values are greater than 0.7

GreenConsumerAttitude 0.87

Green loyalty 0.892

Green place 1

Green price propensity 0.878

Green product 0.883

Green promotion 0.862

Green purchase Intention 0.881

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VALIDITY

CONVERGENT VALIDITY

Average Variance Extracted (AVE) is observed. All the values are greater than 0.7 as preferred.

Average
Variance
Extracted (AVE)
GreenConsumerAttitude 0.626

Green loyalty 0.733

Green place 1

Green price propensity 0.709

Green product 0.715

Green promotion 0.677

Green purchase Intention 0.651

DISCRIMINANT VALIDITY

Fornell-Larcker Criterion states that square root of AVE of each element should be greater than the co
relation among the latent variable. So is the case .This criterion is satisfied

Green
Green
Green Gree Green Green purchas
GreenConsumerAttitud price
loyalt n produc promotio e
e propensit
y place t n Intentio
y
n
GreenConsumerAttitud 0.791
e
Green loyalty 0.542 0.856
Green place 0.711 0.348 1
Green price propensity 0.394 0.578 0.123 0.842
Green product 0.718 0.46 0.558 0.412 0.846
Green promotion 0.627 0.421 0.485 0.466 0.747 0.823
Green purchase 0.599 0.631 0.39 0.637 0.448 0.482 0.807
Intention

STRUCTURE MODEL : SEM diagram is shown below in figure 1

Figure 1:

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R square: The variance explained is good for Green consumer attitude ,wherein the variance explained
for Green loyalty ,price propensity and purchase intention is satisfactory. As it is exploratory research
this values are acceptable. There is scope to identify more parameters which influence green buying
ecosystem.

R Square %

GreenConsumerAttitude 0.664 66.4

Green loyalty 0.398 39.8

Green price propensity 0.406

40.6
Green purchase Intention 0.359 35.9

CONCLUSION : IMPLICATIONS AND FINDINGS

Hypothesis have been proved correct. Green product, promotion and place play pivotal role in building
green consumer attitude. The right combination of the above stated three things would lead to increase
in intention of buying green products. Consumers would be willing to pay extra for a product which they
believe is environmental friendly . Switching to other products would be less as well. With increase
awareness about the ill effects of non-recyclable -non green products and also increase in willingness to
save nature , green products have an upper hand when compared to other products. Therefore as the
study proves, it is important for firms to incorporate processes and materials which will increase eco
friendliness of products. Eco labels establish credibility of the products. Therefore making quality
products and conducting quality checks are necessary. It is important not only to make ecofriendly

19
products but also to make them easily available for consumers to buy. Organic store, special stores
would good option. Green washing should be avoided. Working on marketing mix Product ,place
promotion can lead to significant impact on consumer which will lead to greener earth.

Future studies can be conducted to identify other parameters that play a role in building consumer
attitude. More respondents can be included and demographics can also be considered to extend the
scope of this study

APPENDIX 1: REFERENCES
1. Charter, M. (1992), Greener Marketing: A Greener Marketing Approach to Business,
Greenleaf Publishing, and Sheffield.

2.Maignan, I., & Ferrell, O. C. (2004). Corporate social responsibility and marketing: an
integrative framework. Journal of the Academy of Marketing Science, 32, 319.

3.Danjelico, R. M., & Pujari, D. (2010). Mainstreaming green product innovation: why and how
companies integrate environmental sustainability. Journal of Business Ethics, 95, 471486

4. "Green products and corporate strategy: an empirical investigation", Society and Business
Review, Vol. 1 Iss: 2, pp.144 157)

4A. Charter, M., Peattie, K., Ottman, J. and Polonsky, M. (2002), Marketing and
Sustainability,

Association with the Centre for Sustainability Design, Centre for Business Relationships,

Accountability, Sustainability and Society (BRASS), Cardiff.

5. Martin, D., & Schouten, J. (2012). Sustainable marketing. Upper Saddle River: Prentice
Hall/Pearson.

6. Polonsky, M. J., & Rosenberger, P. J., III. (2001). Re-evaluating green marketing: a strategic
approach. Business Horizons, 44, 2130.

7. Belz, F.-M., & Peattie, K. (2009). Sustainability marketing: A global perspective. West
Sussex: Wiley.

8. Henri Simula Tuula Lehtimki and Jari Salo, (2009),"Managing greenness in technology
marketing", Journal of Systems and Information Technology, Vol. 11 Iss 4 pp. 331 346

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9. Lynes, J.K. and Dredge, D. (2006), Going green: motivations for environmental commitment
in the airline industry. a case study of Scandinavian airlines, Journal of Sustainable Tourism,
Vol. 14 No. 2, pp. 116-38.

10.Mathur, L.K. and Marhur, I. (2000), An analysis of the wealth effects of green marketing
strategies, Journal of Business Research, Vol, 50 No. 2, pp. 193-200.

11. Fuller, D.A. and Ottman, J.A. (2004), Moderating unintended pollution: the role of
sustainable product design, Journal of Business Research, Vol. 57, pp. 1231-8.

12. Thomas J. Dean Desiree F. Pacheco , (2014),"Green marketing: a strategic balancing act for
creating value", Journal of Business Strategy, Vol. 35 Iss 5 pp. 14 - 22

13. L. Nanda Gopal ,(2013) Green Marketing Mix: A Strategy For Sustainable Development ,
International Journal Of Research In Commerce, It & Management, Volume No. 3 (2013), Issue
No. 10 (October)

14. Dangelico, Rosa Maria, and Devashish Pujari. "Mainstreaming green product innovation:
Why and how companies integrate environmental sustainability."Journal of Business Ethics 95.3
(2010): 471-486.

15.Jennings, D. P., & Zandbergen, P. A. (1995). Ecologically sustainable organizations: an

institutional approach. The Academy of Management Review, 20, 10151052.

16. Kotler, P. (2011). Reinventing marketing to manage the environmental imperative. The
Journal of Marketing, 75, 132135.

17. Pujari, D., G. Wright and K. Peattie: 2003, Green and Competitive. Influences on
Environmental New

Product Development Performance, Journal of Business Research 56(8), 657671.

18. Leonidou, Constantinos N., Constantine S. Katsikeas, and Neil A. Morgan. "Greening the
marketing mix: do firms do it and does it pay off?." Journal of the Academy of Marketing
Science 41.2 (2013): 151-170.

21
19. Arseculeratne, Dinuk, and Rashad Yazdanifard. "How green marketing can create a
sustainable competitive advantage for a business." International Business Research 7.1 (2013):
p130.

20. Porter, M. E., & Van der Linde, C. (1995). Green and Competitive: Ending the Stalemate.
Harvard Business Review, 73(5), 120134.

21.Staib, R. (2009). Business management and environmental stewardship: environmental

thinking as a prelude to management action. Palgrave Macmillan.

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26. DSouza, M. Taghian and P. Lamb, "An empirical study on the influence of environmental
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162-173, 2006.

APPENDIX 2: QUESTIONNAIRE
Green Product
1.I feel Ingredients used in making a product is important to make it green
2.I feel use of environmentally friendly materials in packaging of product makes it more green
3. According to me Recyclability/biodegradability of product enhances green quality of a
product.
4.I feel green products are as good as non green products.
Green Promotion

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1.Green products are marketed to me in a way which I find really engaging and relevant to my
lifestyle
2.In the marketing communication about a product, I expect to be informed of how
environmentally friendly a product is
3.Ecolables convey environmental benefit of product
4.There should be a special display for green products
Green Place
1.I will use green products if they are readily available.
2.I prefer to buy green product at special green product store or seller
3.There are many green product distributors/retailers which help me easily looking for green
products
Green Consumer Attitude
1.I am concerned about increasing environmental problems
2.I feel good about buying environmentally friendly Products
3.Humans are destroying environment
4.Everyone should adopt environmental friendly products
GP3: Green Price Premium Propensity (Willingness to pay price premium)
(Laroche ,Bergeron and Barbaro-Forleo(2001) Journal of consumer marketing)
1. I am willing to pay price premium for products that are produced process and
packaged in an environmentally friendly way
2. I am willing to spend extra money to buy products which are less
environmentally harmful
3.If there is a tax levied for an environmental cleanup ,I am willing to pay the
tax.
GPI:Green purchase intention (Haws, Winterich and Nalyor 2010)
1. It is important to me that products I use do not harm the environment.
2. My purchase habits are affected by my concern for the environment
3. I would describe myself as environmentally responsible
4. I am willing to be inconvenienced in order to take actions that are more

23
environmentally friendly
GPL : Green Product loyalty
Patricia Martnez , (2015),"Customer loyalty: exploring its antecedents from a green marketing
perspective"
1.I generally choose this product as my first option
2.I will choose this product as my first option in the future
3.I would make positive comments about this product to family and friends

24