Green Product Consumption: A Rural Women's Perspective

Abstract

Consumer awareness and perception towards green products have become increasingly significant in the context of sustainable consumption and environmental conservation efforts. This study investigates the dynamics of consumer behavior regarding green products, examining factors that influence awareness, attitudes and purchasing decisions. The study was conducted in Hisar and Mahendergarh districts of Haryana during the period of 2022-23. In each district, two villages were chosen, Dabra and Neoli Kalan in Hisar and Kanina and Dewas from Mahendergarh. From each village, a total of 10 rural women were selected. Impact of training and workshop programs on KAP of rural women was assessed by using self- developed interview schedules on consumer behavior of rural women with regard to green products. The objective of study was providing training and workshops to rural women regarding eco friendly products. Results reveal that 52.5% of respondents within the age group of 27-33 years, 37.5% had completed senior secondary education, and 57.5% were married. About 45% to 65% of respondents reporting an 'average' level of awareness in both districts. Among respondents, 60% experienced the highest gain in knowledge regarding point-of-purchase and health benefits. The mean difference noted post-exposure consistently exceeded that observed pre-exposure, indicating significant improvements. Cent percent of respondents exhibited a favorable overall attitude and training and workshops had significantly enhanced respondents' attitudes towards various aspects of green products. The data also reveals a 10% to 15% rise in green product usage post-exposure, accompanied by a decrease in non-usage from 10% to 35% across all green product categories in both districts. Results also revealed that approximately 10% of respondents from each district perceived green and non-green product prices as similar on average. A majority of respondents from Hisar (75% always, 25% often) and Mahendergarh (70% always, 30% often) expressed willingness to purchase green products if priced equivalently to non-green alternatives. Conclusively results showed significant knowledge gain and favorable attitudes toward green products.