Relationship between Attitude and Behaviour towards Consuming Green Food Products

This report examines the relationship between people's attitude and behaviour towards consuming green food products. It discusses the impact of environmental awareness, social influence, and price on consumer behaviour. The results of the study show that cluster 1 individuals have a positive attitude and behaviour towards green food products, as they are more environmentally friendly. The report also highlights the importance of understanding consumer attitudes and behaviours for marketers and managers in developing effective marketing strategies.

Assessment
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ABSTRACT
In this report it has been described about relationship between people attitude and behaviour
towards consuming of green food products. Also, for that data is gathered from questionnaire and
cluster analysis has been used in it. The results are generated with help of SPSS software and
cluster analysis. However, it is discussed that cluster 1 people attitude and behaviour towards
green food products is positive. They consume more green food as they are environmental
friendly.
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Table of Contents
ABSTRACT....................................................................................................................................2
INTRODUCTION...........................................................................................................................4
LITERATURE REVIEW................................................................................................................4
METHODOLOGY..........................................................................................................................4
CLUSTER ANALYSIS...................................................................................................................5
RESULTS AND DISCUSSION......................................................................................................5
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................11
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INTRODUCTION
Relationship between people attitude as well as behaviour towards consuming of green food
products. Main objective of this study is to identify the different factors which is always
influence to understand the concept of purchase behaviour of individual people towards green
item among different people. Nowadays, it has been rapidly increasingly the demand of green
marketing, which it came into significant effects in the result of environmental degradation
caused by abundance of all essential resources. Likewise, companies are slowly introducing the
green products in the marketplace, which means that influence more consumer behaviours. It is
also supported for creating a competitive advantage and gain benefits from marketplace. The
consumer decision-making power, attitude and behaviour towards the green products that allows
for marketers or managers to understand the interest, demand of consumers. Afterwards, it has
been developed or created the setup particular mind-setup. These are helping to provide the
guidance and direction towards marketing mix, promotions and other sales strategies.
Furthermore, study will focus on the social influence, environmental awareness and price.
These are directly affecting on the positive way to influence individual people behaviour, attitude
towards green item. The effect of attitude on the buying behaviour was also positive. Hence
consumers are focused on the effectiveness of positive attitude towards green product, which is
likely to purchase green items in marketplace. This report will determine the different factors in
which inspire or influence attitudes and behaviour of potential consumers towards green
products, contribute in the development of green aspects in which providing the better extensive
theoretical understanding on the attitude of people. On the other hand, marketers a clear guidance
as to how examine the research project related to the attitude and behaviour can assist with
improvement.
LITERATURE REVIEW
Overview of customer decision making process in context of attitude and behaviour aspects-
Mishra, Singh and Koles (2021) consumer decision making approach is defined the
developing a road map, which allow for marketers to understand the mind set, behaviour and
attitude. It is mainly provide the better guidance in the marketing mix, promotion and sales.
Environment condition has an impact on the consumer behaviour. In this way, it has been
completely changed the attitude towards green products. Sometimes, potential consumers want
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to purchase the green products and try to maintain or protect the environmental condition or
situation.
As per Zahan, Chuanmin and Hafeez (2020) the attitude and behaviour are depending on
the certain condition in regards of environment, which is directly influence the individual people
on daily basis. In this way, it has been identified the consumer behaviour and attitude correlated
with each other. Through this way, the decision making process can show as complex structure
in purchasing power of green items. In current era, it has been rapidly spreading about
environment issues, which is becoming important to analyse the influence and behaviour or
attitude of consumer’s purchasing power. It also identified that consumer want to purchase of
green products because they can maintain environmental condition.
Attitude and behaviour towards Green products-
According to Bangsa and Schlegelmilch (2020) Environmental concern is one of the
valued more when potential consumers are buying the green items. Many individual people have
been developed the trust towards green products for purpose of environmental perspectives. But
at certain level, it is very expensive. It is not require to take of high level threat or risk. For
instance, it has been identified the positive attitude and behaviour of consumers towards green
products. The involvement of green item is highly impactful by social influence of family,
friends.
As per Hutahaean and Kurnia (2020) there are different phases of consumer decision
making process model (CDP), in relation the behaviour and attitude towards green products.
Initially, consumer are trying to recognition and awareness of purchase problem. Afterwards, it
will try to resolve and need and want that are to be fulfilled in proper manner. In the use of green
products, the behaviour of consumer will improve at the time of recognition and then select the
best choice green items. As per consider CDP, it applicable in both external as well as internal
perspectives. There is in depth info based for green items consumption, which are taken from
internal search, identify potential consumer feelings, experience with green items.
Besides the typical consumer decision making process which is always influencing the
behaviour, attitude of people. Nowadays, it has been already developed the awareness regarding
the green products among people. Value as well as awareness among consumers regarding the
green items. that’s why, it is mainly followed by search of alternatives based on the green
criteria. Many consumers have been setups the criteria where they might also confirm the actual
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knowledge of green products. Everything depends upon the concept of behaviour aspect which
may have influence the positive attitude of consumers.
The relationship between attitude, behaviour which may have represented the component
and three relationship model. This model will help for dividing the behaviour, attitude of client
on the basis of cognitive, conative and affective manner. The positive attitude of consumers
plays important role in predicating the environment condition.
Figure 1
(Source: Attitude and behaviour of consumer towards Green products, 2018)
Companies introduced the green product innovations which perform better than its
conservative green aspects. This can help to overcome gap between environment as well as
economy. As per analysis, the relationship between attitude and behaviour which is focused on
the environmental behaviour people engage into recycle plastic, newspaper and waste items.
METHODOLOGY
For taking of project there is need to use relevant methodology in it. The present topic is
about identifying relationship between people attitude and behaviour of consuming green food
products (Cipresso, and et.al., 2018 ). It is important to gather data in relevant way so that
answer of research question is obtained. So, data collection is method of gathering of data in
proper way to collect more info. The entire outcomes of research depends on this. Usually, there
are two types of methods in this that is primary and secondary. Thus, the data is gathered from
relevant articles and journals. Moreover, main purpose of study is to examine relationship
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between attitude and behaviour. Therefore, for that primary data is gathered and questionnaire is
used. In that various questions are asked to customers about their behaviour towards consuming
green food. Furthermore, data must be analysed in proper way to generate relevant outcomes.
Thus, it is process to interpret data and obtain info. Here, it is essential for scholar to possess
knowledge about data analysis techniques. This enable in attaining aims and objectives. The
technique used depends on type of data. The selection of data analysis techniques also depends
on the nature and information collection method. It requires a deep understanding of various
analysis tools to interpret data. Here, SPSS tool is used for data analysis method has been used
which will provide more accurate and specific outcomes. In that there are several test that is done
in cluster analysis (Kassambara, 2017).
CLUSTER ANALYSIS
There are various values which is being included in study. However, there are certain
psychological theories applied in it as well such as sociology to categorise groups in society.
Within questionnaire there are some values which is being grouped together in order to related
attitude with behaviour. Here, t test, Anova, etc. are applied to link attitude and behaviour of
consumer towards buying of green food products. Thus, a dataset is used in it which contains
data of demographic, trends, etc. that impact on customer value.
RESULTS AND DISCUSSION
Case Processing Summarya,b
Cases
Valid Rejected Total
Missing Value Negative Value
N Percent N Percent N Percent N Percent
482 100.0 0 .0 0 .0 482 100.0
a. Chi-square between Sets of Frequencies used
b. Average Linkage (Between Groups)
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Interpretation- It can be analysed from table that there were 242 women in total respondents
and 240 men. However, there were 2 cluster made in it. Here, 30% of gender belong to cluster 1
and 70% belong to cluster 2.
Case Processing Summarya,b
Cases
Valid Rejected Total
Missing Value Negative Value
N Percent N Percent N Percent N Percent
108 22.4 374 77.6 0 .0 482 100.0
Case Processing Summary
Cases
Valid Missing Total
N Percent N Percent N Percent
Record gender * - has been
prepared in an
environmentally friendly way
482 100.0% 0 0.0% 482 100.0%
Record gender * - has been
produced in a way which has
not shaken the balance of
nature
482 100.0% 0 0.0% 482 100.0%
Record gender * - is
packaged in an
environmentally friendly way
482 100.0% 0 0.0% 482 100.0%
Record gender * - has been prepared in an environmentally friendly way
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Crosstab
Count
- has been prepared in an environmentally friendly way
2 3 It does not
agree and nor
disagrees
5 6 It agrees total
Record gender Woman 3 2 13 9 34 181
Man 0 2 15 7 33 183
Total 3 4 28 16 67 364
Crosstab
Count
Total
Record gender Woman 242
Man 240
Total 482
Interpretation- from table it can be interpret that those who consume green food products
belong to cluster 1. The high score mean indicate that consumer cluster is based on
environmental friendly products. These people consume green products as they think it is being
prepared in environmental friendly way. In cluster 2 customer are not so much environment
friendly. The mean score is low in it because customer consume meat products. So, as compared
to cluster 1 the question included in it are based on nature.
Record gender * - has been produced in a way which has not shaken the
balance of nature
Crosstab
Count
- has been produced in a way which has not shaken the balance of
nature
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2 3 It does not agree
and nor
disagrees
5 6
Record gender Woman 3 2 15 4 25
Man 0 0 18 11 27
Total 3 2 33 15 52
Crosstab
Count
- has been produced in a way
which has not shaken the
balance of nature
Total
It agrees total
Record gender Woman 193 242
Man 184 240
Total 377 482
Interpretation- It can be stated that respondent from cluster 2 and 3 showed positive behavior
toward green food products. They purchased green food products more as their behavior toward
that is products are produced in natural way. It need to consist of proteins and vitamins.
Furthermore, in cluster 2 consumers consume meat products. They purchased pork items. But
those who consumed green products have high satisfaction.
Record gender * - is packaged in an environmentally friendly way
Crosstab
Count
- is packaged in an environmentally friendly way Total
3 It does not
agree and nor
disagrees
5 6 It agrees total
Record gender Woman 0 12 6 25 199 242
Man 1 6 3 28 202 240
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Total 1 18 9 53 401 482
Chi-Square Tests
Value df Asymp. Sig. (2-
sided)
Pearson Chi-Square 4.184a 4 .382
Likelihood Ratio 4.629 4 .328
Linear-by-Linear Association 1.164 1 .281
N of Valid Cases 482
a. 4 cells (40.0%) have expected count less than 5. The minimum
expected count is .50.
Interpretation- from the data it can be interpreted that cluster 1 customer are more
environmental friendly. They like to purchase more green food products as they think it is
produced naturally. They always prefer green food over meat ones. Cluster 2 customer
perception is changed towards it.
Thus, it is analysed that customer of cluster 1 behaviour is more positive towards
consume of green food items. It is because they prefer to eat food that is produced naturally.
Moreover, attitude towards green food products is positive. Besides, that they think that most
food produced lost their nutritional value. It is because they are not produced naturally. Due to
that they prefer to eat green food. In addition, attitude towards environment is positive. Thus,
they eat food that is environmental friendly (Shensa, and et.al., 2018). Also, food packaged must
be environment friendly. This enable in consuming that as it consists of high nutrients. They only
purchased products made in Belgian, Greek, etc. as it belong to their nation. At last satisfaction
level of those people in regard to their health giving quality is high. The consumption of green
food led to higher nutrients preserved in it. Thus, it clearly shows that due to it their attitude is
positive and it has resulted in changing their behaviour towards it. Along with it, perception of
cluster 2 consumer has also changed that has resulted in using sustainable practices. The people
who consume more green food are more concerned about environment than those who eat meat.
it is because of their attitude and behaviour.
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Areas of improvement and limitation
It has been analysed that there are certain limitation in it. Here, Chi square was not
properly used as there was some problem in sample data. Hence, it showed that data variance
need to consider in proper way. Another limitation is that there is biases done of customer in
answer of questionnaire. Besides that, there are some areas where it require improvement so that
in future data is interpreted in effective way (Wierzchoń, and Kłopotek, 2018 ). It is found that
use of SPSS in this is successful as it has enabled in obtaining relevant outcomes.
CONCLUSION
From above discussion, it has been concluded that majority of different individual people
attitude or behaviour towards green products. In order to influence the strong impact over the
production system of green products in marketplace. Many companies are acquiring the concept
of sustainable development so that promoting the awareness among consumers regarding green
products in marketplace. Indifference and awareness characterise the most of green product
sample, indicating the positive as well as negative result or outcome. Large number of
stakeholders from green product production chain, follows from large part of production. But at
certain level, it has been consider the unrealistic idea about the concept of green production.
Whenever a weak attitude, behaviour of consumer are completely changed and quietly
susceptible to the impact from the media. Moreover, this study has revealed the environmental
consciousness and potential consumer which are showing the positive perspective towards green
production. Many consumers are believed on the sustainable development and acquire
knowledge, personal value, and attitude towards green products. Sometimes, there are directly
linked with emotional involvements and other external factors such as proactive behaviour
towards sustainable practices. In order to measure the attitude, behaviour of consumer towards
green products in context of sustainable development.
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REFERENCES
Books and journals
Bangsa, A.B. and Schlegelmilch, B.B., 2020. Linking sustainable product attributes and
consumer decision-making: Insights from a systematic review. Journal of Cleaner
Production. 245. p.118902.
Cipresso, P., and et.al., 2018. The past, present, and future of virtual and augmented reality
research: a network and cluster analysis of the literature. Frontiers in psychology, 9,
p.2086.
Hutahaean, C.I. and Kurnia, P.R., 2020. Influence of Non-demographic Factors on Indonesian
Consumers Purchase Intention Towards Green Products. ASEAN Marketing Journal.
Kassambara, A., 2017. Practical guide to cluster analysis in R: Unsupervised machine
learning (Vol. 1). Sthda.
Mishra, R., Singh, R.K. and Koles, B., 2021. Consumer decision‐making in Omnichannel
retailing: Literature review and future research agenda. International Journal of
Consumer Studies. 45(2). pp.147-174.
Shensa, A., and et.al., 2018. Social media use and depression and anxiety symptoms: A cluster
analysis. American journal of health behavior, 42(2), pp.116-128.
Wierzchoń, S.T. and Kłopotek, M.A., 2018. Modern algorithms of cluster analysis. Springer.
Zahan, I., Chuanmin, S. and Hafeez, M., 2020. Green purchase behavior towards green housing:
an investigation of Bangladeshi consumers. Environmental Science and Pollution
Research. 27(31). pp.38745-38757.
Online-
Attitude and behaviour of consumer towards Green products, 2018 [online] Available through:<
https://blog.globalwebindex.com/chart-of-the-week/green-consumerism/>
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