Consumer Behaviour Project Report Group5 SecA

8/13/2019 Consumer Behaviour Project Report Group5 SecA

1/28

Consumer Attitude towards

Organic Food Products

Consumer Behaviour

AbstractOrganic food market is very challenging in Indian food

market. Indian consumers have raised great interest to

healthy and quality food with high nutritional value,

environmental concern and food safety.

Aanchal Saxena PGP03001

Ankit Bajaj PGP03011

Aniruddha Halder PGP03010

Raj Rishi Purohit PGP03045

Rajarshi Roy PGP03046

Tushar Rhode PGP03060

Group #5


2/28

1 | P a g e

Consumer Attitude towards Organic Food Products

Table of Contents1.0 Intoduction .................................................................................................................................. 2

2.0 Objective of the Study ................................................................................................................ 3

3.0 Research Methodology ............................................................................................................... 3

4.0 Research Findings and Analysis .................................................................................................. 4

5.0 Consumer Implications ............................................................................................................. 20

6.0 Recommendations .................................................................................................................... 21

6.1 AdvertisingPromoting Organic Products .......................................................................... 21

6.2 Packaging and in-store promotion ........................................................................................ 23

6.3 Placement of Advertisements: .............................................................................................. 23

6.4 Leveraging government support ........................................................................................... 24

7.0 Annexure ................................................................................................................................... 25

8.0 References ................................................................................................................................ 27


3/28

2 | P a g e


1.0 INTRODUCTIONThe organic food industry has been growing immensely worldwide in last few years. The

organic food industry in India has been experiencing an CAGR around 20-22 per cent. There

are over 15,000 certified organic farms in India and the number is growing at fast pace year

on year. With the help of companies like ITC etc, there are many small farmers growing

organic food by using the organic practices .The future of organic products entirely demands

of consumers. Thus, a consumer-oriented approach is the best way to develop an

understanding of organic product demand, the consumer perception and attitude towards it

.This approach will help to develop a clear understanding of the shifting market dynamics.

From a marketing perspective, it is important to understand the sustainable attitude of

consumers regarding organic products, and how to promote their usage. Product

development and marketing strategies are affected by consumer beliefs, attitudes and

responses. This could vary depending on the region of the world. Thus, a clear

understanding of consumer attitudes and the motivations underlying actions in responding

to organically grown products in India is important. Considering all these factors a proper

set of Questionnaire is designed which is used in conducting survey among the target

audience i.e. educated youth of around 20-28 yrs.

Organic food is food produced in a way that complies with organic standards set by national

governments and international organizations. These foods are produced using methods of

organic farming i.e. no use of synthetic and chemical products. Organic farming is a form of

agriculture that relies on techniques such as crop rotation, green manure, compost and

biological pest control.

The attitude towards the usage of organic food is increasing among the consumers whichgives a positive vibes for the organic food industry. The future of organic agriculture will, to

a large extent, also depend on favourable attitude and motivational factors towards organic

food products.


4/28

3 | P a g e


2.0 Objective of the StudyThe purpose of the project is to assess the customer behaviour with regard to organic

products. The effort was made to capture the factors that influence their purchase decision.

And finally on interpretation of customers responses, a recommendation to the companys

who are trying to business in organic products on how to influence customers motives

towards their products.

3.0 Research MethodologyAn online questionnaire was designed consisting of 40 questions. The questionnaire was

split into four broad sections namely:-

Demographics General Environmental Beliefs Environmental Behavior Marketing and Branding attitude towards Organic Product

The questionnaire was designed using HEP-NEP i.e Human Exceptionist Paradigm New

Environmental Paradigm. The possible responses were strongly agree, agree, neutral,

disagree, and strongly disagree.

Data were collected by means of questionnaires that were sent through electronic mail.

Overall 250 questionnaires were mailed, and 71 usable questionnaires were received. All

the respondents were educated youth aged between 20-28 yrs. studying in various B-

schools of India and working in different IT organizations across India. Data collected was

analyzed using SPSS tool.

The questions in 2nd

and 3rd

sections of questionnaire were considered as independent

variables and the last section was considered as dependent. Factor analysis was done

among these independent variables to identify the significant factors. Correlation was

calculated to find out the relationship (if any) between these factors.

Regression analysis was done to analyze the influence of marketing and branding attitude

towards Organic product.


5/28

4 | P a g e


4.0 Research Findings and AnalysisFactor Analysis of first set of questions i.e. General Environmental Beliefs:

KMO and Bartlett's Test

Kaiser-Meyer-Olkin Measure of Sampling

Adequacy..645

Bartlett's Test of

Sphericity

Approx. Chi-Square 309.785

Df 66

Sig. .000

Rotated Component Matrixa

Component

1 2 3 4

1. We are approaching

the limit of the

number of people theearth can support

.262 .092 -.002 .789

2. The balance of

nature is very delicate

and easily upset.

.164 .390 .608 .117

3. Humans have the

right to modify the

natural environment

to suit their needs.

.017 .791 .148 -.337

4. Mankind was

created to rule over

the rest of nature.

.023 .332 -.799 .110


6/28

5 | P a g e


5. When humans

interfere with nature,

it often has disastrous

consequences.

.830 -.172 .013 .194

6. Plants and animals

exist primarily to be

used by humans.

-.059 .455 -.127 -.689

7. To maintain a

healthy economy, we

will have to control

industrial growth

.268 -.451 .090 .176

8. Humans must live in

harmony with nature

in order to survive

.831 -.102 .237 .120

9. The earth is like a

spaceship with only

limited room and

resources

.569 .133 .583 .210

10. Humans need not

adapt to the natural

environment because

they can remake it to

suit their own needs

-.077 .792 -.029 .231

11. There are limits to

which our

industrialised society

can expand

.773 -.078 -.079 -.013

12. Mankind is

severely abusing the

environment

.638 .078 .418 .206


7/28

6 | P a g e


Extraction Method: Principal Component Analysis

Rotation Method: Varimax with Kaiser Normalization

a. Rotation converged in 8 iterations

The relevant questions are hence grouped as:

Group1: Harmony with natureThis refers to how the consumers view the planet and how

connected they are with preserving nature. This reflects their concern for nature and how

humans are damaging the environment

Group1- Harmony with Nature

5. When humans interfere with nature, it often has disastrous consequences

8. Humans must live in harmony with nature in order to survive

9. The earth is like a spaceship with only limited room and resources

11. There are limits to which our industrialised society can expand

12. Mankind is severely abusing the environment

Group2: Natural EnvironmentThis refers to the level of exploitation that people feel is

enough to suit their needs.

Group2 Natural Environment

3. Humans have the right to modify the natural environment to suit their needs

4. Mankind was created to rule over the rest of nature

6. Plants and animals exist primarily to be used by humans.

10. Humans need not adapt to the natural environment because they can remake it

to suit their own needs


8/28

7 | P a g e


Factor analysis of second set of questions i.e. Environmental Behavior:



Adequacy..569

Bartlett's Test of

Sphericity


Df 28

Sig. .000


Component

1 2 3

1. Use organic

products.671 .301 .021

2. Avoid buying

inorganic products .690 .268 -.281

3. Read labels to see if

contents are

environmentally safe

.075 .870 -.081

4. Buy products made

organically.845 -.020 .079

5. Avoid buying

products from

companies who are

not environmentally

responsible

.116 .861 .162

6. Contribute money

to environmental

causes

.597 .334 .526


9/28

8 | P a g e


7. Volunteer for an

environmental group.798 -.066 .075

8. Write to politicians -.040 .003 .955




The groups formed are as follows:

Group3: Buying Behaviour: This refers to the attitude of consumers towards buying organic

food and environmental causes

Group3- Buying Behaviour

2. Avoid buying inorganic products

4. Buy products made organically

6. Contribute money to environmental causes

7. Volunteer for an environmental group

Group4: Consumer consciousness: This refers to how conscious the consumer is towards

being environmentally responsible, and if they take any actions about it

Group4 - Consumer consciousness

3. Read labels to see if contents are environmentally safe

5. Avoid buying products from companies who are not environmentally responsible


10/28

9 | P a g e


Factor Analysis of third set of questions i.e. Marketing and Branding attitude towards

Organic Product



Adequacy..701

Bartlett's Test of

Sphericity


Df 36

Sig. .000


Component

1 2 3

1. I feel good about

buying only organic

food items that are

less damaging to the

environment

.370 .742 .135

2. It is easy for me to

identify these products.001 .782 .106

3. Organic products

are inferior in

performance to

inorganic products: a.

I have formed this

opinion because

people I know and

trust told me so

-.018 .058 .820


11/28

10 | P a g e


b. I have formed this

opinion because of my

own experience of the

product

.166 .096 .744

4. I trust well-known

brands to make

products which work

.725 .088 .261

5. In the marketing

communication about

your product I expect

to be informed of new

improved formulas

and design

.763 .214 .018

6. In the marketing

communication about


to be informed of how

environmentally

friendly a product is.

.816 -.061 .046

7. In the marketing

communication about


to be informed of the

clear benefits of the

product to me and my

family.

.825 .360 -.051


12/28

11 | P a g e


8. Organic products

are marketed to me in

a way which I find

really engaging and

relevant to my

lifestyle.

.130 .864 .001




The groups are described as follows:

Group5:Information about organic products: This refers to how much information

consumers have or would like to have about organic products

Group5: Information about organic products

4. I trust well-known brands to make products which work

5. In the marketing communication about your product I expect to be informed of new

improved formulas and design

6. In the marketing communication about your product I expect to be informed of how

environmentally friendly a product is

7. In the marketing communication about your product I expect to be informed of the clear

benefits of the product to me and my family

Group 6: Relevance to lifestyle: How important are organic products to lifestyle

Group 6: Relevance to lifestyle

1. I feel good about buying only organic food items that are less damaging to the

environment

2. It is easy for me to identify these products

8. Organic products are marketed to me in a way which I find really engaging and relevant to

my lifestyle.


13/28

12 | P a g e


Group7: Experience with organic productsThe customer experience with organic products

Group7: Experience with organic products

3. Organic products are inferior in performance to inorganic products: a. I have formed this

opinion because people I know and trust told me so

b. I have formed this opinion because of my own experience of the product

The variables are:

Name of Variable Type of VariableHarmony with nature Independent

Natural Environment Independent

Buying Behaviour Dependant

Consumer consciousness about organic

products Independent

Information about organic products Dependant

Relevance to lifestyle Independent

Experience with organic products Independent

We calculate correlations of the dependent variables with the independent variables and

the results are tabulated as follows:

Correlations

Harm

ony

with

natur

e

Natural

Environ

ment

Buying

behavi

our

Informa

tion

about

organic

product

s

Releva

nce to

lifestyl

e

Experie

nce

with

organic

produc

ts

Consume

r

conscious

ness

Spearm

an's rho

Harmony

with

nature

Correla

tion

Coeffici

ent

1.000 -.183 .561**

.316**

.217 .001 -.257*


14/28

13 | P a g e


Sig. (2-

tailed). .126 .000 .007 .070 .992 .030

N 71 71 71 71 71 71 71

Natural

Environm

ent

Correla

tion

Coeffici

ent

-.183 1.000 -.266* .055 .242

* .193 .264

*

Sig. (2-

tailed).126 . .025 .646 .042 .106 .026

N 71 71 71 71 71 71 71

Buying

behaviour

Correla

tion

Coeffici

ent

.561*

*

-.266* 1.000 .185 .188 -.070 -.118

Sig. (2-

tailed).000 .025 . .122 .117 .560 .326

N 71 71 71 71 71 71 71

Informati

on about

organic

products

Correla

tion

Coeffici

ent

.316*

*

.055 .185 1.000 -.283* -.134 .076

Sig. (2-

tailed)

.007 .646 .122 . .017 .266 .528

N 71 71 71 71 71 71 71

Relevanc

e to

lifestyle

Correla

tion

Coeffici

ent

.217 .242* .188 -.283

* 1.000 -.146 .100

Sig. (2-

tailed) .070 .042 .117 .017 . .226 .406


15/28

14 | P a g e


N 71 71 71 71 71 71 71

Experienc

e with

organic

products

Correla

tion

Coeffici

ent

.001 .193 -.070 -.134 -.146 1.000 -.078

Sig. (2-

tailed).992 .106 .560 .266 .226 . .519

N 71 71 71 71 71 71 71

Consume

r

conscious

ness

Correla

tion

Coeffici

ent

-.257* .264

* -.118 .076 .100 -.078 1.000

Sig. (2-

tailed).030 .026 .326 .528 .406 .519 .

N 71 71 71 71 71 71 71

**. Correlation is significant at the 0.01 level (2-tailed).

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

From this table we can see that there are significant correlations between

1. Harmony with nature and buying behaviour2. Harmony with nature and Information about organic products3. Harmony with nature and Consumer consciousness4. Natural Environment with Buying behaviour5. Natural Environment with Relevance to lifestyle6. Natural Environment with Consumer consciousness7. Information about organic products with Relevance to lifestyle

From this analysis we can see that buying behaviour towards organic products is directly

linked to the concern for natural environment. This implies that those consumers who are


16/28

15 | P a g e


concerned about the environment and the damage caused to it by using chemicals prefer

using organic products and buy the organic variant as much as possible. It can also be seen

that those consumers who are conscious about the damage to the environment take steps

to maintain a balance with nature. Those who think that organic products are important for

them to maintain a certain lifestyle, take necessary steps to find out about the different

organic products available in the market and if there are new varieties in the market.

Regression analysiswas done with buying behaviour as dependent variable and the others

as independent variable and the results are:

Model Summaryb

Mode

l

R R Square Adjusted R

Square

Std. Error of

the Estimate

1 .570a .325 .262 .85901259

a. Predictors: (Constant), Information about organic

products, Experience with organic products, Relevance to

lifestyle, Consumer consciousness, Natural Environment,

Harmony with nature

b. Dependent Variable: Buying behaviour

ANOVAa

Model Sum of

Squares

df Mean

Square

F Sig.

1

Regression 22.774 6 3.796 5.144 .000b

Residual 47.226 64 .738

Total 70.000 70

a. Dependent Variable: Buying behaviour


17/28

16 | P a g e


b. Predictors: (Constant), Information about organic products, Experience with

organic products, Relevance to lifestyle, Consumer consciousness, Natural

Environment, Harmony with nature

Coefficientsa

Model Unstandardized

Coefficients

Standardized

Coefficients

t Sig.

B Std. Error Beta

1

(Constant) 1.046E-016 .102 .000 1.000

Harmony with nature .181 .185 .181 .979 .331

Natural Environment -.440 .128 -.440 -3.450 .001

Relevance to lifestyle .328 .138 .328 2.379 .020

Experience with

organic products.098 .114 .098 .862 .392

Consumer

consciousness .023 .109 .023 .214 .831

Information about

organic products.167 .170 .167 .985 .328

a. Dependent Variable: Buying behaviour

The null hypothesis is that buying behaviour cannot be predicted by the other six variables.

R square value is .325which indicates that our model reasonably fits the data. From the

significance values we can see that the hypothesis is rejected for Natural Environment and

Relevance to lifestyle. Thus we can say that buying behaviour can be predicted by these two

variables.

Regression analysiswas also done with information about organic products as dependent

variable:

Model Summaryb


18/28

17 | P a g e


Mode

l


Square

Std. Error of

the Estimate

1 .796a .633 .605 .62853477

a. Predictors: (Constant), Consumer consciousness,

Experience with organic products, Relevance to lifestyle,

Harmony with nature, Natural Environment

b. Dependent Variable: Information about organic

products

ANOVAa

Model Sum of

Squares

df Mean

Square

F Sig.

1

Regression 44.321 5 8.864 22.438 .000b

Residual 25.679 65 .395

Total 70.000 70

a. Dependent Variable: Information about organic products

b. Predictors: (Constant), Consumer consciousness, Experience with organic

products, Relevance to lifestyle, Harmony with nature, Natural Environment

Coefficientsa


Coefficients

Standardized

Coefficients

t Sig.

B Std. Error Beta

1

(Constant) 1.598E-016 .075 .000 1.000

Harmony with nature .855 .084 .855 10.217 .000

Natural Environment .286 .086 .286 3.315 .001

Relevance to lifestyle -.408 .087 -.408 -4.672 .000


19/28

18 | P a g e


Experience with

organic products-.191 .080 -.191 -2.392 .020

Consumer

consciousness .059 .079 .059 .739 .463

a. Dependent Variable: Information about organic products

The R squaredvalue is .633i.e. the goodness of fit of this model is good with confidence of

63.3%.

The null hypothesis is rejected for all variables except consumer consciousness. This means

that information about organic products can be predicted by Harmony with nature, natural

environment, relevance to lifestyle and experience with organic products. In terms of

consumer behaviour, those consumers who are concerned about the damage to the

environment generally take steps to find out about the organic products that are available

in the market. Thus, the level of information that consumers have about organic products

can be predicted if their concern for the environment is known.

Regression Analysiswas also done with Relevance to lifestyleas a dependent variable, to

check if the importance of organic products in consumers lives can be predicted by their

concern for the environment. The results are:

Model Summary

Mode

l


Square

Std. Error of

the Estimate

1 .668a .446 .403 .77258255

a. Predictors: (Constant), Consumer consciousness,

Experience with organic products, Information about

organic products, Natural Environment, Harmony with

nature

Coefficients

a


20/28

19 | P a g e



Coefficients

Standardized

Coefficients

t Sig.

B Std. Error Beta

1

(Constant) 1.109E-016 .092 .000 1.000

Harmony with nature .807 .132 .807 6.092 .000

Natural Environment .455 .100 .455 4.559 .000

Experience with

organic products-.217 .099 -.217 -2.203 .031

Information about

organic products

-.616 .132 -.616 -4.672 .000

Consumer

consciousness.033 .098 .033 .332 .741

a.Dependent Variable: Relevance to lifestyle

The R squared valueis 44.6 per cent, which indicates an appropriate fit of this model. It can

be seen that the null hypothesis is rejected for all variables except consumer consciousness.

This implies that concern for the environment does impact consumers lifestyle and it varies

as their experience with organic products changes.


21/28

20 | P a g e


5.0 Consumer ImplicationsThe concerns of the consumer regarding environment has been increasing in the past one

decade due to sustainable campaigns by governments, NGO, Media and so on about being

environmentally conscious. Also the side effects of the more pesticides in food items in India

and the lax regulations in checking whether the crop produced is in accordance to the

guidelines on fertilizer and pesticide use, has made the consumers od today more aware.

Also there has been an increase in health consciousness among the middle and upper class

Indians which have led to increase in awareness and subsequent adoption of organically

produced food. This sector has is still in nascent stage in India and the opportunities of

growth are immense.

As per our finding we see that consumers are aware of the importance of leading an

environmentally sustainable lifestyle and their attitude towards organic food is positive.

The task of the marketer lies in converting this positive attitude into actual sales of organic

food products. The brand communication should evolve around this positive attitude and

the care for environmentally sustainability.

The demand for organic food is fairly high in developed countries and the people there are

willing to pay premium over the normally cultivated crops.

On the supply side, India has huge potential to increase its organic farming food output. The

Government of India has implemented the National Programme for Organic Production

(NPOP), a accreditation body that certifies whether crops are produced organically.

Companies should display such logos in their packaging to win the consumer trusts.

At present most of the organically grown products in India are for export markets .However

with increase consumer awareness about this brand. The survey results revealed that only

58.8% of total respondents were aware of organic food in which only 12.8 percent

irregularly/regularly consumed organic food. It indicates that for majority of the even aware

people organic food is still away from their food basket. Further, inresponse to willingness

to pay for organic food, a majority (60.6%) of people were willing to pay premium prices to

purchase organic food and 35.2 percent reported as cant say. It clearly indicates that

there is great market potential for organic food in the country. The factor analysis has


22/28

21 | P a g e


extracted five important factors indicating five groups of new generation potential organic

consumers: Humanists, Food Phobics, Healthy Eaters, Environmentalists and Hedonists. This

indicate that consumers interest in organic food is influenced by their belief that

organically produced food is safe and better for health, environment and welfare of farmers

and poor. The results of logistics analysis indicate that potential Indian consumers'

awareness of organic food is strongly and significantly affected by factors such as education,

stream of education and use of ICTs. The awareness is only slightly affected by factors such

as gender and income level. Males who belong to higher income groups of more than Rs.5

lakhs are more likely to be aware as compare to counterpart. Results of the study have great

implication to understand the consumers awareness and knowledge on organic food. To

tap the market potential in organic food, the organic industry needs to educate consumers.

6.0 Recommendations

6.1 AdvertisingPromoting Organic Products

It is essential to know the customer preference and the attitude of the customer towards

the product. The parameters that came out of our study and those which can be utilised in

promoting the organic food brands are:

Economic

Random, i.e. advertising

Psychological & sociological, i.e. their wish to belong to a specific social group, or to

demonstrate an attitude concerning their nutrition

Demographical, i.e. the interest of the consumer is influenced by an increase in the

members of the family (birth of children)

Reasons that the consumers think are important for moving to organic food:

The recent controversy over BT brinjals or genetically modified brinjals that theconsumers have given a negative criticism.


23/28

22 | P a g e


Media stories about colours being used to make fruits and vegetables look morefresher

Excess fertilizers and steroids being applied to crops to make the harvest muchbigger in size than traditional ones

The consumers effort to have access to safe foodstuffs, such as organic products The consumers wish to avoid foodstuffs that contain Genetically Modified

Organisms

The consumers wish to support organic farmers, taking into account the positiveeffects of organic farming on the environment

The expansion and increase of the variety of organic products.Apart from consumers the following are the reasons which makes the producers more

aggressive about the growth in this sector:

The awareness and improvement of the information flow about organic products inconsumers.

The distribution channels reaching out to open bazaars as well as modern retailstores.

The expected reduction of the prices, due to the better production methods,economies of scale and better trading methods.

Government support for increase in cultivation of organic food.As per the survey results on attitudes and analysis of the above mind-set of consumers,

marketers can use the following themes for advertising and sales promotion to lure the

buyers towards organic food:

Changing the consumer attitude of Organic food as a luxury item to be usedoccasionally to a necessity to be bought daily for consumption.

Encourage the customer towards a healthier alternative lifestyle. Using the placebo effect effectively to upsell the organic products to the customer Use a combination of cognitive (taste, freshness) and affective models in

advertisement

Bringing the non-users to the user category by converting the latent demand presentin the market.


24/28

23 | P a g e


Use localisation and safe origin with support to local farming communities asmarketing slogans

Use contests and give consumers a chance to visit in organic farms to increaseengagement and information awareness.

6.2 Packaging and in-store promotion

The packaging should use environmentally friendly/bio-degradable materials orrecycled materials to allow the consumer to notice the difference between normal

and organic food and make the consumer buying experience more engaging and

environmentally acceptable. The label should be a guarantee for the consumer

about its organic character and should being directly recognised.

Special emphasis is given to in store personnel sales, which are considered to be aneffective way to transfer specialised knowledge. This kind of sale is indispensable

especially for the organic products stores, as the consumer usually expects that the

salesmen in such stores have the respective specialised knowledge.

Educating the consumers about the inspection systems and their logos andcertifications on organic food package.

Through creation of separate counters for organic food in modern retail storescreate the j.n.d between the normal crops and organic crops in the mind of the

consumers.

6.3 Placement of Advertisements:

For high involvement customers:

Books about nutrition Specialised magazines

For Low involvement customers:

Informational leaflets informational campaigns in the mass media (television, radio, newspapers) Social networks

Below the Line Advertisement promotions:


25/28

24 | P a g e


Through the School (special modules on nutrition, environment etc.) By the Consumers Associations and Unions (seminars, lectures etc.)

6.4 Leveraging government support

As this is a new industry with potential for high growth and environmentally sustainable the

marketers should lobby with the government and involving them to make their campaigns

more effective. Some steps that can be taken up:

Organic foods may be offered at cheaper price (i.e.) Organic foods may bedistributed through fair price shops.

Subsidies and incentives may be offered by the Government to the farmerswho cultivate organic foods. Organic fertilizers may be distributed through Co-

operative societies at the affordable rate to the farmer community.

Agriculture universities should offer necessary training programme for farmers ininculcating the method of preparing Organic pesticides

Awareness programmes about the benefits of using Organic goods are to beorganized by the Government in association with Social Clubs like Rotary, Lions etc.,

in the midst of general public


26/28

25 | P a g e


7.0 Annexure

Questionnaire

Please assist me in filling this questionnaire. The information you provide will be used for

research purpose and is confidential.

1.Age (Years): 18-24 25-30 3140 41- 50 Above 502.No. of Family Members:3.Highest Education Completed: 10th 12th Graduation Post Graduation

Others (Pl. Specify):_______________

4.Approx. Annual Family Income (Rs.):Below 2 Lakhs 2 to 6 Lakhs 6 to 10 Lakhs 1015 Lakhs

Above 15 Lakhs

Listed below are a number of statements. Please indicate the extent to which you agree with

each of the given statements by marking a ( ) in the box alongside, using the scale 1=

Strongly Disagree, 2= Disagree, 3= Neither Agree nor Disagree, 4= Agree, 5= Strongly Agree.

Strongly

Disagree

Disagree

Neither

Agreenor

Disagree

A

gree

Strongly

A

gree

1 2 3 4 5

1.We are approaching the limit of the number of people the

earth can support

2. The balance of nature is very delicate and easily upset

3.Humans have the right to modify the natural environment to

suit their needs

4. Mankind was created to rule over the rest of nature

5.

When humans interfere with nature, it often has disastrous

consequences

6. Plants and animals exist primarily to be used by humans

7.To maintain a healthy economy, we will have to control

industrial growth

8. Humans must live in harmony with nature in order to survive

9.The earth is like a spaceship with only limited room and

resources

10Humans need not adapt to the natural environment because

they can remake it to suit their own needs

11 There are limits to which our industrialised society can expand

12 Mankind is severely abusing the environment


27/28

26 | P a g e


13 Do you Use organic products

14 Do you avoid buying inorganic products

15 Do you read labels to see if contents are environmentally safe

16 Do you buy products made organically

17 Do you avoid buying products from companies who are notenvironmentally responsible

18 Do you contribute money to environmental causes

19 Do you volunteer for an environmental group

20 Do you write to politicians

21 Do you Use organic products

22 Do you avoid buying inorganic products

23 Do you read labels to see if contents are environmentally safe

24 Do you buy products made organically

25Do you avoid buying products from companies who are not

environmentally responsible26 Do you contribute money to environmental causes

27I feel good about buying only organic food items that are less

damaging to the environment

28 It is easy for me to identify these products

29Organic products are inferior in performance to inorganic

products

30I have formed this opinion because people I know and trust

told me so

31I have formed this opinion because of my own experience of

the product32 I trust well-known brands to make products which work

33In the marketing communication about your product I expect

to be informed of new improved formulas and design

34In the marketing communication about your product I expect

to be informed of how environmentally friendly a product is.

35

In the marketing communication about your product I expect

to be informed of the clear benefits of the product to me and

my family.

36Organic products are marketed to me in a way which I find

really engaging and relevant to my lifestyle.


28/28


8.0 References1. http://www.discovery.org.in

2. http://en.wikipedia.org
http://www.discovery.org.in/http://www.discovery.org.in/http://en.wikipedia.org/http://en.wikipedia.org/http://en.wikipedia.org/http://www.discovery.org.in/

Consumer Behaviour Project Report Group5 SecA

Documents

Transcript of Consumer Behaviour Project Report Group5 SecA