Appendix

APPENDIX 1

Questionnaire

Green Marketing: A study of Consumer Buying Behavior with

regards to Eco-friendly products in Gujarat.

Green Marketing is defined as marketing of products that are presumed to be environmentally

safe (Eco-friendly products) and it consists of all the activities designed to generate and
facilitate any exchanges intended to satisfy human needs and wants, such that the
satisfaction of these needs and wants occurs with minimum detrimental impact on the natural
environment.

Eco-friendly products (Green Product) are those products which are environmentally safe.
(E.g. CFL & LED Bulbs, Solar panels, Electric cars, Energy star rating T.V. A.C, Refrigerator,
etc. )

Green consumers are the consumers who are environmentally conscious and guide their
actions towards the protection of the environment.

1. Name: ________________________________________
2. Age: 19-29 30-39 40-49 50 and above
3. Occupation: Student Housewife Business Service
4. Monthly Income: Under 14000 15000-29000 30000-45000 46000-60000
61000 -75000 75000 and above
5. Gender: Male Female
6. Education: Graduate Post graduate Undergraduate
7. Location: Urban
Lifestyle Measure
8. Name three green products which first come to your mind:
a. ________________________
b. _________________________
c. ________________________
d. Can’t name one

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9. Tick products which you feel are green from the list: (You can tick more than one)
a. Soap h. Organic Food
b. 5 star energy efficient AC i. Ayurvedic Medicine
c. Energy efficient laptop j. Allopathic Medicine
d. 5 star energy efficient k. Mobile phone with 4 day battery
Refrigerator back-up
e. Jeans l. salt
f. Battery operated car m. Packed Fruit Juice
g. Hybrid car- works on both n. Cigarettes
fuel and electricity

10. Tick two features which you will look most in a green product
a. No use of pesticides
b. No preservatives or additives
c. Should contain ayurvedic or natural ingredients
d. Less environmental impact while manufacturing the product
e. Completely biodegradable
f. Mostly biodegradable
g. Recyclable
h. Trusted brand
i. A brand which does a lot of green initiatives

11. How many times have you bought eco-friendly products in past 6 months?
Once a week or more often
At least once a month
Less than once a month

12. What type of eco-friendly product did you purchase in past 6 months? Using the scale
from 1 to 5 with 5 being the most purchased and 1 being the less purchased: Don’t tick
if have not purchase the given product.
Less Most
purchased purchased
CFL Bulbs 1 2 3 4 5
Healthcare/ Cosmetic 1 2 3 4 5
Products
Electronics 1 2 3 4 5
appliance(with energy
star ratings)
Solar Panels/ solar water 1 2 3 4 5
heater.

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Knowledge About environment
I have Knowledge about Know a Know a Neutral Know Know
great lot Something Nothing
deal
13). Pollution from Pesticides
14). Global Warming
15). Recycling Products
16).Non-Biodegradable
packaging

Attitude Measure
Tick the appropriate Column Strongly Disagree Neutral Agree Strongly
disagree agree
17).I believe there is a lot that individual
can do to improve the environment
18). Plastic has become a lifestyle and
it’s impossible to avoid it.
19).While purchasing product, I prefer
green product over conventional
products.
20). I am ready to pay premium price for
the products which are environmentally
safe.(e.g. Shampoos, Lotions)
21). I am ready to use product that
consumes less energy(e.g. Electronic
appliances)
22). I am willing to pay a premium price
for a product which consumes less
energy (e.g. Electronic appliances).
23). I am ready to pay premium price &
use product that are made from
biodegradable material.
24). I pay attention to eco-friendly
advertising.
25). I hear and I pay attention to my
friends/family opinion concerning eco-
friendly product
26). I believe in the environment
information on the product label.

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Perception Measure:
To what extent do you agree or disagree with the following statement about the eco-friendly
products:
Strongly Neutral Strongly
Disagree Agree
Disagree Agree
Eco-friendly Products
27). Are good for environment.
28). Are healthy.
29). Have good quality/ performance
than conventional product.

30). Have good taste and smell.

31). Are well promoted.
32). Are accessible and available in the
market.
33).It makes me feel different from
everyone else.

Purchase Behavior
What do you do in any of the Never Sometime Frequently
following:
34). I read label before buying to see if
contents are environmentally safe
35). I use biodegradable soaps and
detergents.
36). Price of green product affects my
purchase behavior.
37). I always look for green product in
the given product category.
38). I buy products whose package can
be reuse.
39). I carry own bag to supermarkets
40). Make personal sacrifices towards
encouraging green product purchases.
41). I purchase product which create
less pollution.
42). I inquire about the product which
consumes less energy.
43). I don’t mind in paying extra price for
bulbs which consumes less energy.

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Barriers to Green Lifestyle
To my Mind Green Lifestyle is: Strongly Disagree Neutral Agree Strongly
Disagree Agree
44). Have no information about it
45). Hard to find in Stores
46). Expensive
47). Does Cost of Living affects your
purchase of green products.
48).Taste or look bad
49). Lack technology
50). No Product is entirely green. So
what’s the point!

Consumer intention
In which of the following situations are you likely to adapt more towards green
products
More
Definitely Never
likely
51). I want to preserve the earth
52). I just like eco-friendly products
53). I feel trendy/fashionable when I
purchase eco-friendly products
54). When government puts subsidy on
green products thus bringing them within my
budget
55). When I start earning well (six figure
salary)

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