Welcome Everyone

Consumers Perception
toward the Green
Marketing
Consumer Behavior
 A S M Saifur Rahman
Lecturer
Submitte Faculty of Business Administration
d to Coxs Bazar International
University
Submitted
by
 Name ID Batch
Mustafizur 20142050
2nd
Submited Rahman 07
by Rifat Zahir
20142010
2nd
04
20142050
Amit Acharjee 2nd
02
 Aim & Objectives
Rationale of study

Content Hypothesis
Methodology
s Findings & Analysis
Recommendations
 To measure the green values of the customers.
To study the perception of Bangladeshi
consumers toward green products and
marketing practices.

Objectiv To study the preferences of Bangladeshi

consumers about green products and marketing
es practices.
To recognize the factors that influence the
customer percussion to buy green products.
To explain the issues and challenges of green
marketing practices in Bangladesh.
 Quantitative
Previous

Qualitative
Questionnaire Research
Survey
Articles
Methodolo Closed Ended
gy Questions
Observation
Likert Scale
Research
Paradigm
 SL H0 / Null Hypothesis H1 / Alternative Hypothesis

A negative correlation exists between

A positive correlation exists between
Assume 01
consumer perception and green marketing.
consumer
marketing.
perception and green

d A positive correlation exists between A negative correlation exists between

02 consumer attitude and green marketing consumer attitude and green marketing

Hypothe tools. tools.

A positive correlation exists between A negative correlation exists between

sis 03 consumers purchase intention and green consumers purchase intention and
marketing activities. green marketing activities.
A positive correlation exists between A negative correlation exists between
04 consumer purchase behavior and green consumer purchase behavior and green
marketing activities. marketing activities.
 Tools: MS Excel & SPSS
Findings v24
&
Analysis Method:
Analysis Statistical
 Variables Cronbach Alpha No of Items Revised Alpha Revised No of Items

Reliabilit Green Behavior Base .537 9 .569 8

y Test Consumer Attitude

Purchase Intention
.929

.766
10

4
-

-
-

Purchase Behavior .842 6 - -

 Variables Mean SD Skewness Kurtosis

Descripti Green Behavior Base 1.4423 .30528 . 864 .190

ve Consumer Attitude 5.3769 1.16242 -1.825 3.274

Analysis Purchase Intention 4.9615 1.24004 -.600 .309

Purchase Behavior 5.3878 1.11081 -1.314 2.323

 Variables Green Behavior Base Consumer Attitude Purchase Intention Purchase Behavior

Correlati Green Behavior Base 1 -.299* -.238 -.323*

Consumer Attitude -.299* 1 .746** .703**
on Purchase Intention -.238 .746** 1 .753**
(Pearson) Purchase Behavior -.323* .703** .753** 1
*. Correlation is significant at the 0.05 level (2-tailed).
**. Correlation is significant at the 0.01 level (2-tailed).
 Variables t - level Significance
Multiple
Consumer Attitude -.188 -.875 .386
Linear
Regressio Purchase Intention .107 .460 .647
n Analysis Purchase Behavior -.271 -1.246 .219

Note: R2 = ____, F (No of IVs, Total df) = F test value.

Here, R2 = .118, F= 2.151, df = 51, No of IV =3.
Analysi Test of
s Hypothesis
 SL H0 / Null Hypothesis H1 / Alternative Hypothesis
A positive correlation exists between A negative correlation exists between
01 consumer perception and green consumer perception and green
marketing. marketing.

Hypothesi
Variables t - level Significance
s1
Consumer Attitude -.188 -.875 .386
Purchase Intention .107 .460 .647
Purchase Behavior -.271 -1.246 .219
 SL H0 / Null Hypothesis H1 / Alternative Hypothesis
A positive correlation exists between A negative correlation exists between
01 consumer attitude and green marketing consumer attitude and green marketing
tools. tools.

Hypothesi
Variables t - level Significance
s2
Consumer Attitude -.188 -.875 .386
Purchase Intention .107 .460 .647
Purchase Behavior -.271 -1.246 .219
 SL H0 / Null Hypothesis H1 / Alternative Hypothesis
A positive correlation exists between A negative correlation exists between
01 consumers purchase intention and green consumers purchase intention and green
marketing activities. marketing activities.

Hypothes
is 3 Variables t - level Significance

Consumer Attitude -.188 -.875 .386

Purchase Intention .107 .460 .647
Purchase Behavior -.271 -1.246 .219
 SL H0 / Null Hypothesis H1 / Alternative Hypothesis
A positive correlation exists between A negative correlation exists between
01 consumer purchase behavior and green consumer purchase behavior and green
marketing activities. marketing activities.

Hypothes
is 4 Variables t - level Significance

Consumer Attitude -.188 -.875 .386

Purchase Intention .107 .460 .647
Purchase Behavior -.271 -1.246 .219
 Environmental
Green Marketing Tools
Awareness

Environmental
Knowledge

Behavioral Base
Discussi
Situational Demand
on Purchase Intention
(External Stimuli)

Purchase Behavior

Purchase Decision / Purchase

Post Purchase
Evaluation
 Increase availability of Green Products
Creating Green Value
Hit consumer thoughts & feelings
Differentiation of green products via identical
labeling.
new and innovative ways to change the
Recommandatio consumers perception toward the green
ns marketing
Justifiable price
eco-labeling and packaging should be
highlighted over the ecofriendly features and
information.
international standard should be implemented to
remove the doubt of minds from the consumers.
 Being genuine,
Educate their customers about
Final Foods green products, and
for Give opportunity to
Thoughts participate in social
responsibility to save the
green planet.
Query
Sessio
n