Research Methodology

Target Population:

When we are studying about consumer’s attitude, value they perceive and Intention of
purchasing green product, the population which is suitable for this study are the faculties and
students of Lovely Professional University, Phagwara, Punjab, as well as people outside the
university campus. India. As going through different literatures it was found that the youth is
more involved in purchasing green product and is more concerned about its impact on
environment.

Sampling Technique:

To conduct this study and to collect data, samples are selected on the basis of Random sampling
technique. As we are not aware of the students who are actually using the green products or can
say that the consumers are not specified so we will be getting our questionnaire filled by random
students and faculties who might or might not be consuming green products.

Sample Size:

For this study, we have selected 310 samples from data is collected using standard questionnaire.
Sample size is decided by taking reference of literature by N. Mahesh (2013).
Research Design:
 Type of Research:
Descriptive design is used for conducting this study. This study will analyse the factor
influencing the attitude and purchase intention of customer towards green products.
 Data Collection:
For the study the collection of primary data is done using questionnaire which will
include different variables which are identified while going through different literatures.

 Survey:
We have used questionnaire as a tool for collecting primary data. The questionnaire
includes 10 questions which further includes sub questions. In this questionnaire we have
included 4 demographic questions including Age, Income, Education level and Gender.
Further it includes question regarding Attitude towards Environment, perceived value of
Green Products, Attitude towards green Products and Lastly Purchase intention of green
products.
Checked the reliability of questionnaire using SPSS
 Tools used for analyzing the data.
In accordance with the objective of our research we have used SPSS analysis in order to
reach to the result.
 The first objective is to study the consumers perceived value, Attitude and
Purchase intention of green products. And for this we have used Frequency
analysis tool of SPSS which gives the number of responses in different categories
and their percentage. Which will show the overall perceived value, Attitude and
Purchase intention of individuals

 The second objective is to study the influence of consumer’s perceived value and
attitude on purchase intention of green product. And for this we have used
Multiple Regression Analysis tool, as there are two independent variables namely
Perceived Value and Attitude and one Dependent Variable Namely Purchase
Intention.
 Appendix
Questionnaire

1. What is your Gender?

Male Female

2. How old are you?

18-30 41-60
31-40 60 and more

3. How much do you earn per month?

Below 20,000 40,001-60,000

20,001-40,000 60,001 and more

4. Your Educational level?

College or Diploma
Undergraduate Degree
Post Graduate Degree
PhD and above

5. Environmental Knowledge and Attitude.

Strongly Disagree Neutral Agree Strongly

Disagree Agree
Environmental protection issues are none of
my business.
It is necessary to buy green products.
It is very important to raise environmental
awareness among people.
Environmental attitude influences me to buy
green products.
I completely understand about an environment
issues.
I know how to protect the environment better
than average people.
I identify whether the products are
environmental friendly when I buy the
products.
I know how to choose environmentally
friendly products.

Lifestyle measures
6. How often you purchase green products?

Multiple times in a week once in two weeks

Once in a week once in four weeks

7. What type of Green products you purchase? (Rate between 1 to 5)

(1 being least purchased and 5 being Most Purchased)

Products Least Sometimes Neutral Often Most

Purchase Purchased Purchase Purchased
d d
Food
Health care/ cosmetic products
Cleaning products
Other household products (examples:
- bulbs etc.)

Measures for Perceived Value

8. To what extent you agree or disagree with these statements.

Green Products: Strongly Disagree Neutral Agree Strongly

Disagree Agree
Are good for the environment.
Are healthy.
Reduces risk of using any product.
Have a better quality/performance than
conventional products.
Have a good taste and/or good
Smell.(food)
Have reasonable price.
Are well promoted.
Are accessible/available in the
Supermarket.
Attitude Measure
9. To what extent you agree or disagree with the statements.

Strongly Disagre Neutral Agree Strongly

Disagree e Agree
I appreciate the package/design of Green
products.
I understand the information on Green
packaging.
I believe in the information on Green
packaging.
I am willing to pay a premium price for a
Green product (e.g +10%).
I pay attention to Green advertising.
I believe in the Green advertising.
I know where the Green displays are
located in my supermarket.
I easily find Green products in a
supermarket.
I pay attention to my friends’/family
opinion concerning green product.
I recommend green products to my
friends/family.

Purchase Intention Measure.

10. Why would you purchase a green product?
 Strongly Disagree Neutral Agree Strongly
Disagree Agree
They give a good image of me.
I want to preserve the earth.
I just like Green products.
I feel trendy/fashionable when I
Purchase Green products.
If I do NOT purchase, people
could
judge me
I purchase Green products on
unplanned decision in a
supermarket
I was satisfied with most of
ecofriendly products I bought