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CHAPTER 6

CONCLUSIONS

The main purpose of the study was to assess the link between variables specific

to environmental consciousness and pro-environmental purchase and

conservation behaviors. The results indicated that this samples overall

environmental consciousness has a positive impact on green purchasing

decisions. It was also observed that different environmental consciousness

measures to be important explanatory variables for both the general purchasing

as well as the conservation behavior.

From the demographic analysis of the sample data it was established that, Pune

environmentalists were likely to be male of young age, belonging to lower or

middle income group, having post graduate degree. These green people were

business class people. On the other hand non environmentalists were older

females belonging to higher income group as far as education is concern all of

them were well educated as only graduate and above people were taken in the

sample.

One of the objectives of the study was to analyze the attitude and behavior of

Punes consumers towards green products which was fulfilled by the study.

Through the study it was established that, people were having positive attitude

towards the ecology and were also behaving in eco friendly manner, but the

behavior was not depicting the same intensity as it was depicted for attitude.

Results indicated that many consumers did show an interest in environmental

issues, they were often skeptical about the implications of environmental

problems in general and were therefore reluctant to change their behavior. For

many consumers, engaging in pro-environmental purchasing behavior was

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their way of making environment friendly statements and contributing to the

environment positively.

People were not behaving in green manner while purchasing, the reason could

be that the questions asked were not related to any specific products, but with

the hypothetical buying decisions, i.e. responses to the questions may be based

on artificial purchasing situations, in which all other decisions were held

constant such as price, convenience, performance etc. This could be the reason

why, the response of respondents towards the purchase questions was not very

appreciable.

Behaving ecologically consistent fashion does not seem to be an important

priority for the Pune consumers at the moment. The objective of assessing

consumer awareness regarding environmental problems was fulfilled when the

study revealed that; people were not properly aware as majority of sample

population was reported to fall under the segment of basic brown and very less

falling under the category of true blue greens.

The objective of identifying obstacles that respondents perceive to come in the

way of adopting green lifestyle was fulfilled when the respondents reported,

lack of awareness about the availability of green products and will power as the

most important hindrance in the way of eliminating environmental problems.

Some of those who showed interest and willingness to act in the way of

eliminating environmental problems rated time and money as the important

factors that adversely affect their behavior. Many of the respondents showed a

positive attitude towards the environment, but were not willing to come

forward for the cause partially because of lack of financial support and

partially because of the fear of failure.

Respondents who were not generally behaving in an eco friendly manner had

their own set of reasons to do so. The excuse ranges from non availability of

green products to non supportive behavior of government bodies. Reasons

could be many for non performers. People who behaved in an eco friendly

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fashion are the assets to the city and the planet as a whole and should be

promoted to become change leaders.

One of the main objectives of the study was to segment Punes population into

five categories. On the basis of the results, it was concluded that most of the

respondents were basis browns. This clearly indicates the reason why the city

was among the most polluting city of the country. But the good news was that

the percentage of grousers who do not consider themselves responsible for

environmental betterment was just negligible. There existed a great scope for

improvement in the eco health of the city as most of the respondents were

sprouts and greenbacks who can be converted into true blue greens with a little

extra effort. The segmentation resulted in only 4% of true blue greens. Thus it

was recommended that these true blue greens should come forward and take a

lead for recovering the ecological losses.

The population was further subdivided into three major categories depending

upon their area of interest in saving the ecology. People in Pune were found to

be more conscious about their own health, and were willing to act in the

direction of improving their own health. Thus there exists a great market for

brands dealing in health care products.

Some respondents were more inclined towards saving the ecology and were

working in the direction of protecting and conserving scarce resources. These

self less heros should be publicized as opinion leaders to promote green drive.

Very few respondents showed their interest towards saving animals. This type

of people should be morally and financially supported by government and

other social bodies to boost their moral and to attract others to be a part of this

group.

The study of consumer concern about the environment revealed that,

consumers were concern about the environment, but not highly, in fact not

sufficiently. There exists inconsistency in consumer attitude and behavior

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towards environment. The implication was that if consumer is not highly

concerned with environmental issues, they are less likely to behave green. An

attitude of indifference or just a feeling towards the environment is not

sufficient to drive consumers to behave in a green manner. This shows there is

a great need to educate consumers and raise their level of concern about the

problems that mankind is facing. The passive concern needs to be converted

into active concern.