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Motivational Factors for Buying Green Homecare Products

P. Lalitha Rani1

Research Scholar, Department of Business Management, Sri Padmavati

Mahila Visvavidyalayam Tirupati.

Prof.J.katyayani 2

Research Supervisor, Department of Business Management, Sri Padmavati

Mahila Visvavidyalayam Tirupati.

Abstract

At present consumers are more concentrated on purchase and usage of green

homecare products. Most of the consumers are aware of the Environmental

issues and their impact on them. This awareness motivating them to buy

hygiene homecare products. The purpose of the study is to find out the

motivational factors influence for buying green homecare products. Four types

of motivational factors were identified for the study. The present paper

identified that consumers are being motivated to buy green homecare products

like Environment concern, Influence from Reference groups, Social media and

self-knowledge. For this study 120 questionnaires were distributed to young

female consumers. A total of 93 questionnaires found usable for the study.

Key words: Environmental concern, Reference groups, Social media, Self-

knowledge.

Introduction

Many Researchers concluded that Purchase of green products is the new

trend in present days. Asian countries consumers have high environmental

awareness and high purchase power identified by international

marketers(Lasuin & Ching, 2014). Customer’s satisfaction is the main

objective of the firms. The present competitive business world identified that

green marketing is the one of the competitive advantage. The well-developed

firms already adopted green marketing strategy as their competitive advantage.

Most of the firms turned their business into socially responsible way(B. T.

Chen & Chai, 2010). The green consumer can be segmented by geographical

measures, cultural, personality and socio-demographic dimensions. Most of

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Volome 8, Issue 9, September 2019

the studies done on socio-demographic segment based. Under socio-

demographic the consumers further classified into different segments i.e. based

on attitude, based on knowledge about green and based on environmental

behaviour.

Review of Literature

Environmental concern:

According to (Lasuin & Ching, 2014) environmental concern can be defined as

consumers anger on destruction of nature and emotional involvement towards

environment issues. High environmental concern of consumers will influence

their purchase behaviour positively. He also stated that advertising of green

marketing will influence consumers to behave more environmental friendly.

The findings of Bisschoff, 2017 shows that environmental concern will

influence the consumers green products purchase intention. concluded that

consumers perception about environmental problems have a positive impact on

eco-friendly purchases. B. T. Chen & Chai, 2010 stated that a consumer

environmental knowledge, attitude and their actual purchase behaviour is

depends on environmental concern. The high environmental knowledge and

environmental concerned people are willing to pay more on green products

purchases. Mohammed Almossawi, 2014 study concluded that People

becoming more aware of environmental problems and usage of recycled

products and environment friendly packages and thus buy green products with

realisation that the dangers of environmental pollution. Many researchers done

on environmental knowledge by using variables like knowledge, concern,

attitude and perception the authors (Raziuddin, Siwar, Chamhuri, & Hasan,

2016) concluded that environmental knowledge influences the consumer

attitude positively.

Influence from Reference groups

According to (Lasuin & Ching, 2014)reference groups plays most important

role in influencing the consumer buying behaviour. The change in consumer

decision is possible with the influence of reference groups. Reference groups

includes friends, family, relatives, neighbours etc. (C. Chen, 2018)says that the

consumers knowledge increased and the usage of green products and

consumers motivated by themselves to spend more on green products

purchase. He also studied that social groups influence the consumers

positively. Studies proven that reference groups influence is different where

gender is considered. Women influenced a lot by reference groups compared

to men. The reference groups influence is different based on the type of

products.(Fernandes, 2018) the working women buying behaviour changes

based on the balancing of family and work life. He also stated that female are

influenced by reference groups more compared to men and they feel so

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excited and thinks psychologically more when it comes to shopping. (Sciences,

Sc, & Consultant, 2008) study results that celebrity reference groups influence

the consumer buying behaviour positively. The influence of reference groups

is varied for all types of products.

Social media influence

C. Chen, 2018 done an empirical study on media influence on consumer green

purchase decision the study focused on the positive influence of media on

consumer environmental attitude. In present days media influence a lot the

person. It makes easy to communicate with people and it made easy to

promote the products and services. Different types of medias are available to

communicate with the selected customers. The selection of media is depends

on number of person that we want to communicate. Most of the studies done

on media influence on consumer buying decision. The present study also

focused on the variable social media and its influence on consumer green

purchase decision. Social media is an opportunity to the individuals and

marketers to communicate with others without a direct meet. Internet made it

easier to interact with others by using email, Watspp, Twitter, YouTube

Wikipedia, Facebook and share chat. These intermediaries made it easier to

access and to share information to the large number of people at the same time.

Social media created a positive impact. Individuals use different social media

tools to influence the consumers like reviews, ratings, recommendations.

(Hajli, 2013)identified that internet tools one can communicate the other

internet user easily. Among all the other, internet tools rating influence the

internet users most of the times.

Self-image

(Lasuin & Ching, 2014) examined that an individual self-image can be defined

as how an individual react or perceived the situation. How an individual

perform or demonstrate his or her eco-friendly behaviour in their purchases

that determines the environmental self-image of a person. Generally most of

the elements influence the consumers buying behaviour apart from that self-

image which plays a crucial role in decision making process. An individual’s

perception towards the situation will influence a lot.

In India there exits very few studies on Green products purchase. In view of

this Research Gap the study focuses on Motivational factors for buying green

home care products with the following objectives.

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Objectives

1. To study the consumers Environment concern on purchase of Green Home

care products.

2. To study the Reference Groups impact on purchase of Green Home care

products.

3. To study the social media impact on purchase of Green Home care products.

4. To study the consumers self-knowledge and impact on purchase of Green

Home care products.

5. To study the Green purchase awareness and its impact on purchase of Green

Home care products.

HYPOTHESIS

H1- There is no significant influence of Environment concern on Purchase of

Green Home Care Products.

H2- There is no significant influence of Reference Groups on Purchase of Green

Home Care Products.

H3- There is no significant influence of Social Media on Purchase of Green

Home Care Products.

H4- There is no significant influence of Self-Knowledge on Purchase of Green

Home Care Products.

H5- There is no significant influence of Green Purchase awareness on Purchase

of Green Home Care Products.

Hypothesis1- There is no significant influence of Environment concern on

Purchase of Green Home Care Products.

3.1 Environment concern Effect on Purchase Behaviour

Table 3.1 Correlation Analysis of Environment Concern and Purchase

Behaviour

EC PB N Significance Pearson

Correlation

coefficeient

(r)

Sig.

p-Value

93

Sig.(2-Tailed) .257* .013

* Correlation is significant at the 0.05 level (2-tailed).

Table 3.1 shows the Low degree of positive correlation and significance relation

between Environment concern and Purchase behaviour(r=.257,p=0.13<0.05).

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Simple regression results are given in table 3.2. It shows that the results of

Environment concern influenced by purchase behaviour (R2=.066,

F=6.412,p=.013).

Table3.2 Regression Analysis of Purchase behaviour effect on

Environmental concern

Mod

el R

R

Square

Adjust

ed R

Square

Std.

Error of

the

Estimate

Change Statistics

R

Square

Chang

e

F

Chang

e df1 df2

Sig. F

Change

EC PB

.257(

a) .066 .056 2.25625 .066 6.412 1 91 .013

a Predictors: (Constant), Environmental concern, *Significant at 5%level.

Table 3.3 Regression coefficient of Purchase behaviour effect on

Environment concern

Model Unstandardized

Coefficients

Standardized

Coefficients

T Sig.

B Std.

Error

Beta

PB

EC

(Constant) 2.304 2.976

.257

.774 .441

Environment

concern

.338 .134 2.532 .013

a. Dependent variable: Purchase Behaviour.

Table 3.3 the Regression equation for Environment concern and Purchase

behaviour is shown in Equation no1

EQUATION NO 1:- Purchase behaviour=2.304+.338(Environment

concern).

Table 3.4 Relation of Environment concern dimensions effect on purchase

behaviour

Mod

el R

R

Squar

e

Adjust

ed R

Square

Std.

Error of

the

Estimat

e

Change Statistics

R

Squar

e

Chang

e

F

Chang

e df1 df2

Sig. F

Change

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PB EC

.280(

a) .078 .025 2.29188 .078 1.481 5 87 .204

A Predictors: (Constant), beneficial to consumers, Environment concern, non-

degradable causes, stop damage the earth, protect environment

Multiple Regression Analysis is conducted to the variables of Environment

concern and Purchase behaviour. The results are shown in table 3.4 (R2=.078,

F=1.48, p=.204).

Table 3.5 Regression Coefficients of Environment concern effect on

Purchase behaviour

Unstandardized

Coefficients

Standardized

Coefficients

t Sig. Model

EC

PB

B Std. Error Beta

(Constant) 1.397 3.201 0.436 0.664

Environment

concern

0.672 0.442 0.162 1.520 0.132

stop damage

the earth

0.488 0.516 0.111 0.945 0.347

nondegredable

causes

0.178 0.371 0.053 0.479 0.633

protect

environment

0.352 0.454 0.093 0.776 0.440

beneficial to

consumers

0.184 0.373 0.053 0.494 0.622

a. Dependent Variable: Purchase behaviour

Table 3.5 shows the results of Environment concern which influence Purchase

behaviour. Independent variables Environment concern, Stop Damage the Earth,

Non Degradable causes, Protect Environment, Beneficial to Consumers.

Equation no 2 shows the Regression Equation of Purchase behaviour with the

factors of Environment concern.

EQUATION NO 2:- Purchase behaviour=1.397+.672(Environment

concern) +.488(Stop damaging the earth)+.178(Non Degradable

causes)+.352(Protect Environment)+.184(Beneficial to consumers).

3.2 Reference Group Dimensions influence Effect on Purchase Behaviour

Hypothesis2- There is no significant influence of Reference Groups on


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Table3.6Correlation Analysis of Reference Group and Purchase Behaviour

RG

PB

N Significance Pearson Correlation

coefficient (r)

Sig.

p-Value

93

Sig.(2-Tailed) -.027 .794


Table 3.6 shows the High Negative correlation and significance relation

between Reference Group and Purchase behaviour(r=-.027,p=.794)

Table3.7 Regression Analysis of Reference groups effect on purchase

behaviour

Mod

el R

R

Squar

e

Adjust

ed R

Square

Std.

Error of

the

Estimat

e

Change Statistics

R

Squar

e

Chang

e

F

Chang

e df1 df2

Sig. F

Change

RG PB

.027(

a) .001 -.010 2.33351 .001 .069 1 91 .794

a Predictors: (Constant), RG

Simple regression results shown in table 3.7 it shows the least influence of

Reference Group influenced on purchase behaviour (R2=.001, F=.069, p=.794).

Table 3.8 Regression coefficient of Reference groups effect on purchase

behaviour

Model Unstandardized

Coefficients

Standardized

Coefficients

T Sig.

B Std.

Error

Beta

RG

PB

(Constant) 10.203 1.492

-.027

6.840 .000

Reference

Group

-.022 .084 -.262 .794

A Dependent Variable: Purchase behaviour

Table 3.8 the Regression equation for Reference Group and Purchase behaviour

is shown in Equation no 3.

EQUATION NO 3:-Purchase behaviour=10.203+-.022 Reference Group

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Table 3.9 Influence of Reference groups dimension on purchase behaviour

Mod

el R

R

Squar

e

Adjust

ed R

Squar

e

Std.

Error of

the

Estimat

e

Change Statistics

R

Squar

e

Chan

ge

F

Chan

ge df1 df2

Sig. F

Change

RG PB

.257(

a) .066 .012 2.30714 .066 1.232 5 87 .301

a Predictors: (Constant), easily available, friends, for change, many people buy

it, family

Multiple Regression Analysis is conducted to the variables of Reference Group

and Purchase behaviour. The results are shown in table 3.9 (R2=.066, F=1.232,

p=.301).

Table 3.10 Regression Coefficients of Reference groups effect on purchase

behaviour

Model

Unstandardized

Coefficients

Standardized

Coefficients t Sig.

B Std.

Error Beta

RG

PB

(Constant) 10.256 1.520

6.746 0.000

family -0.303 0.268 -0.139 -1.130 0.261

friends -0.122 0.347 -0.044 -0.350 0.727

many people

buy it -0.014 0.249 -0.007 -0.057 0.954

for change -0.079 0.272 -0.031 -0.292 0.771

easily

available 0.463 0.237 0.209 1.948 0.055


Table 3.10 shows the results of Reference Group which influence Purchase

behaviour. Independent variables Family, Friends, Many People buy it, For

change, Easily available. Regression Equation of Purchase behaviour with the

factors of Reference Group is given in Equation no 4.

EQUATION no 4:- Purchase behaviour=10.256-0.303(Family)-

0.122(Friends)-0.014(Many people buy it)-0.079(For change)+0.463(Easily

available).

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3.3 Social Media Dimensions influence on Purchase behaviour

HYPOTHESIS 3- There is no significant influence of Social Media on


Table 3.11Correlation Analysis of Social Media and Purchase Behaviour

SMPB N Significance Pearson

Correlation

coefficeient

(r)

Sig.

p-Value

93

Sig.(2-Tailed) .067 .524


Table 3.11 shows the Moderately positive correlation between Reference Group

and Purchase behaviour(r=-.067, p=.524).

Table 3.12 Regression Analysis of Social Media effect on Purchase

behaviour

Mod

el R

R

Squar

e

Adjust

ed R

Square

Std.

Error of

the

Estimat

e

Change Statistics

R

Squar

e

Chang

e

F

Chang

e df1 df2

Sig. F

Change

SM PB

.067(

a) .004 -.006 2.32915 .004 .410 1 91 .524

a Predictors: (Constant), Social Media

Simple regression results discussed in table 3.12 it shows the 4% of Reference

Group influence on purchase behaviour (R2=.004, F=.410, p=.524).

Table 3.13 Regression coefficient of Social Media effect on Purchase

behaviour

Model

Unstandardized

Coefficients

Standardized

Coefficients t Sig.

SM

PB

B Std. Error Beta

(Constant) 9.210 0.979

0.067

9.411 0.000

sm 0.044 0.068 0.640 0.524

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Table 3.13 says that the Regression equation for Social Media and Purchase

behaviour. It is given in Equation no 5.

EQUATION NO 5:- Purchase behaviour=9.210+.044(Social Media)

Table 3.14 Influence of Social Media dimensions effect on Purchase

behaviour

Mo

del R

R

Squar

e

Adjust

ed R

Squar

e

Std.

Error of

the

Estimat

e

Change Statistics

R

Squar

e

Chan

ge

F

Chan

ge df1 df2

Sig. F

Change

SM PB

.325(

a) .106 .054 2.25782 .106 2.055 5 87 .079

a Predictors: (Constant), outdoor, TV, Facebook, print media, watsapp

Multiple Regression Analysis is conducted to the variables of Social Media and

Purchase behaviour. The results are given in the table 3.14 (R2=.106, F=2.055,

p=.079).

Table 3.15 Regression Coefficients of Social Media effect on Purchase

behaviour

Model

Unstandardize

d Coefficients

Standardize

d

Coefficients t Sig.

B

Std.

Error Beta

SMP

B

(Constant

) 8.975 1.023

8.770 0.000

TV 0.214 0.223 0.109 0.959 0.340

watsapp -0.380 0.239 -0.189 -1.593 0.115

Facebook 0.508 0.242 0.247 2.101 0.038

Print

media -0.526 0.251 -0.247 -2.097 0.039

outdoor 0.430 0.235 0.220 1.831 0.071

a. Dependent variable: Purchase behaviour


behaviour. Independent variables TV, watsapp, Facebook, Print media,

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Outdoor. Regression Equation of Purchase behaviour with the factors of Social

Media is given in Equation no 6.

EQUATION NO 6:-Purchase behaviour=8.975+0.214(TV)-

0.380(Watsapp)+0.508(Face book)-0.526(Print Media)+0.430(Outdoor)

3.4 Self Knowledge influence on Purchase behaviour

HYPOTHESIS 4- There is no significant influence of Self-Knowledge on


Table 3.16 shows the Low Degree positive relation between Self Knowledge

and Purchase behaviour(r=-.087, p=.408).

Table 3.16Correlation Analysis of Self-knowledge and Purchase behaviour

SK PB N Significance Pearson

Correlation

coefficient (r)

Sig.

p-Value

93

Sig.(2-Tailed)

.087 .408


Table 3.17 Regression Analysis of Self Knowledge effect on Purchase

behaviour

Mod

el R

R

Squar

e

Adjust

ed R

Square

Std.

Error of

the

Estimat

e

Change Statistics

R

Squar

e

Chan

ge

F

Chan

ge df1 df2

Sig. F

Change

SK PB

.087(

a) .008 -.003 2.32559 .008 .690 1 91 .408

a Predictors: (Constant), self-Knowledge

Simple regression results discussed in table 3.17 it shows the results of Self

Knowledge influence on purchase behaviour (R2=.008, F=.690, p=.408).

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Table 3.18 Regression coefficient of Self Knowledge effect on Purchase

behaviour


Table 3.18 says that the Regression equation for Self Knowledge and Purchase

behaviour in Equation no 7.

EQUATION NO 7:- Purchase Behaviour=8.132+0.080(Self Knowledge)

Multiple Regression Analysis is conducted to the variable of Self Knowledge

and Purchase behaviour. The results are given in the table 3.19 (R2=.113,

F=2.209, p=.061).

Table 3.19 Influence of Self Knowledge dimensions effect on Purchase

behaviour

Mo

del R

R

Squar

e

Adjust

ed R

Squar

e

Std.

Error of

the

Estimat

e

Change Statistics

R

Squar

e

Chan

ge

F

Chan

ge df1 df2

Sig. F

Change

SK PB

.336(

a) .113 .062

2.2489

7 .113 2.209 5 87 .061

a Predictors: (Constant), reusable, healthier, Role matters a lot, good, safe to

consume

Model

Unstandardized

Coefficients

Standardized

Coefficients t Sig.

B

Std.

Error Beta

SKPB

(Constant) 8.132 2.044

0.087

3.979 0.000

Self-

Knowledge 0.080 0.096 0.830 0.408

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Table 3.20Regression Coefficients of Self Knowledge effect on Purchase

behaviour

Model

Unstandardize

d Coefficients

Standardize

d

Coefficients t Sig.

B

Std.

Error Beta

SKP

B

(Constant) 11.606 2.294

5.060 0.000

healthier -0.850 0.372 -0.235 -2.286 0.025

Role matters

a lot 0.007 0.309 0.002 0.021 0.983

Safe to

consume 0.629 0.300 0.253 2.095 0.039

Quality is

good -0.277 0.298 -0.104 -0.930 0.355

reusable 0.189 0.277 0.073 0.681 0.498

a. Dependent variable :Purchase Behaviour


behaviour. Independent variables Healthier, Role matters a lot, Safe to consume,

Quality is good, Reusable. Regression Equation of Purchase behaviour with the

factors of Self Knowledge is given in Equation no 8.

EQUATION NO 8:-Purchase behaviour=11.606-

0.850(Healthier)+0.007(Role matters a lot)+0.629( Safe to Consume)-0.277(

Quality is Good)+0.189(Reusable)

3.5Green Purchase Awareness influence on purchase behaviour

Table 3.21Correlation Analysis of Green Purchase Behaviour and

Purchase Behaviour

GPA

PB

N Significance Pearson

Correlation

coefficeient

(r)

Sig.

p-Value

93

Sig.(2-Tailed) -.056 .592


Table 3.21 shows the Moderately positive correlation and significance relation

between Green Purchase Awareness and Purchase behaviour(r=-.056,p=.592)

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Table 3.22 Regression Analysis of Green purchase awareness effect on

purchase behaviour

Mod

el R

R

Squar

e

Adjust

ed R

Square

Std.

Error of

the

Estimat

e

Change Statistics

R

Squar

e

Chang

e

F

Chang

e df1 df2

Sig. F

Change

GP

A

PB

.042(

a) .002 -.009 2.33231 .002 .163 1 91 .688

a Predictors: (Constant), GPA

Simple regression results discussed in table 3.22 it shows the results of Green

Purchase Awareness influence on purchase behaviour (R2=.002, F=.163)

Table 3.23 Regression coefficient of Green purchase awareness effect on

purchase behaviour

Model

Unstandardized

Coefficients

Standardized

Coefficients t Sig.

B

Std.

Error Beta

GPA

PB

(Constant) 9.085 1.831

4.962 0.000

Green

Purchase

Behaviour 0.046 0.113 0.042 0.403 0.688


Table 3.23 says that the Regression equation for Green Purchase Awareness and

Purchase behaviour in Equation no 9.

EQUATION NO 9:- Purchase Behaviour=9.085+0.046(Green Purchase

Behaviour)

Table 3.24 Influence of Green purchase awareness dimensions effect on

purchase behaviour

Mo

del R

R

Squar

e

Adjust

ed R

Squar

e

Std.

Error of

the

Estimat

e

Change Statistics

R

Squar

e

F

Chan

ge df1 df2

Sig. F

Change

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Chan

ge

GP

A

PB

.394(

a) .155 .117 2.18186 .155 4.042 4 88 .005

a Predictors: (Constant), reusable, Eco certified, save environment, Natural

material

Multiple Regression Analysis is conducted to the variable of Green Purchase

Awareness and Purchase behaviour. The results are given in the table 3.24

(R2=.155, F=4.042, p=.005).

Table 3.25 Regression Coefficients of Green purchase awareness effect on

purchase behaviour

Model

Unstandardize

d Coefficients

Standardize

d

Coefficients t Sig.

B

Std.

Error Beta

GPA

PB

(Constant) 9.478 1.758

5.392 0.000

Natural

Material 0.372 0.359 0.112 1.036 0.303

Eco

certified 0.680 0.300 0.241 2.266 0.026

Save

environmen

t -0.522 0.336 -0.163 -1.554 0.124

Reusable -0.403 0.195 -0.215 -2.069 0.041

Table 3.25 shows the results of Green purchase Awareness which influence

Purchase behaviour. Independent variables Natural Material, Eco certified, Save

Environment, Reusable. Regression Equation of Purchase behaviour with the

factors of Green Purchase Awareness is given in Equation no 10.

EQUATION NO 10:- Purchase behaviour=9.478+0.372(Natural

Material)+0.680(Eco certified)-0.522(Save Environment)-0.403(Reusable)

Conclusion and Discussion:

Environmental concern and purchase behaviour has a positive relationship

previous studies also similar to this findings (Mohammed Almossawi, 2014,

Kumar, Garg, & Makkar, 2004)

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People generally have lots of concern towards environmental protection but still

there is a need to create awareness towards purchase of green home care

products.

Reference groups is not a motivational factor for purchase of green

products(Kianpour, Anvari, Jusoh, & Othman, 2014). Many of the studies

results that reference groups, society and social influence has a positive

influence on individual buying decision(Chain, Environmental, & Awan, 2014).

Media influence consumer buying behaviour as per previous studies particularly

television is the best source of information(Mr.S.Thanigachalam, 2014).

Environmental Knowledge motives the consumer buying

behaviour towards purchase of green products(Kianpour et al., 2014) Previous

studies results that there is a strong positive correlation between environmental

knowledge and green purchase behaviour(Dr. Mohammed Almossawi, 2014).

Environmental knowledge as a significant impact on consumer purchase

behaviour as noted by the researcher(Uddin & Khan, 2018).

From the empirical findings it was identified that there is a need to create

awareness about the identification of green Home care products and the benefits

comes from it. Even though consumers are concern about environmental

damage but there concern is not represents there purchase behaviour in an

expected way.

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