Environmental responsibility and attitude of consumers towards eco-friendly products

Page: 93-101

Kanudarpan Kaur Setia, Gagandeep Banga, Babita Kumar, and Palak Talwar (School of Business Studies, Punjab Agricultural University, Ludhiana, Punjab)

The present study was undertaken to study the level of environmental responsibility among consumers and their attitude towards eco-friendly products in Ludhiana district according to Municipal Corporation, Ludhiana is divided in to four zones Zone A, Zone B, Zone C, and Zone D. For the study, a list of some localities selected from each zone on random basis. From each locality, 50 persons were selected for Simple Random Sampling. Thus, a total of 200 respondents were selected for this study. The study showed that 68 percent of the respondents considered themselves to be environmentally responsible. Global warming and Waste disposal were the most important factors according to the respondents those are concerned for the environment. So, they were asked to understand the statements of their environment responsibility in Eco scale and it was found that these respondents had high level of environment responsibility especially towards the parameters “Willingness to Act”, “Action Taken” and “Knowledge towards environment responsibility”. Further, the attitude of the respondents towards eco-friendly practices, and eco-friendly products was studied. Organic food and cosmetic products were the most important eco-friendly products that the respondents would prefer to purchase. The study revealed that the respondents were ready to pay a premium price for eco-friendly products and were satisfied with eco-friendly products that they purchased.