خلاصة:
Marketing literature reveals that perceived value is always considered to be of paramount importance when consumers purchase a product. In order to form a positive attitude towards green products resulting from a higher perceived value, the products proclaimed as green should incorporate the worth which consumers value the most while purchasing. The present study investigates whether there is any relationship between consumers’ attitude, perceived value, and green products. To establish such an assumption, a sample of three hundred educated respondents has been selected to participate in the survey. All the variables in the study have been measured using a questionnaire approach, adopted from previous related research. The findings have been obtained through statistical analysis in SPSS using Correlation Coefficient, Independent Sample t-test and ANOVA. The study concludes that within the given context of a developing country, consumers have negligible attitude and low perceived value of green products. Hence, no significant relationship has been found between attitude, perceived value, and green products.
ملخص الجهاز:
A Study on the Relationship between Consumer Attitude, Perceived Value and Green Products Ali Raza Hamid Assistant Professor, University of Lahore, Rawalpindi, Pakistan (Received: 20 November, 2013; Revised: 25 February, 2014; Accepted: 13 April, 2014) Abstract Marketing literature reveals that perceived value is always considered to be of paramount importance when consumers purchase a product.
The present study investigates whether there is any relationship between consumers’ attitude, perceived value, and green products.
The study concludes that within the given context of a developing country, consumers have negligible attitude and low perceived value of green products.
Special works and programs have been developed by international bodies like United Nation Environmental Programs (UNEP, 2009); Codes and Standards for product labeling, and recycling Strategies at the government level, Company strategies in terms of Corporate Social Responsibility (CSR), and adoption of recycling behavior by the households during shopping and consumption.
One study indicated that in developing countries, customer perceived value is found to be at a lower level than expected, and it has no significant impact on consumers’ attitude towards green purchase (Hamid et al.
Research Objectives To investigate the relationship between attitude, perceived value, and green products.
Adapted from Chan (2001), Determinants of Chinese’ Consumers’ green purchase behavior Research Methodology Sampling Procedure The present study intends to find a relationship between consumers perceived value, attitude, and green products.
The research presumed that there is a relationship between attitude, perceived value, and green products.
Thus, no significant relationship has been found between consumers’ attitude, perceived value, and green products.