Ideal consumer behavior on Eco Friendly Products & Organic Cotton

Presented By:Shrishti dohare

Contents
Objective Research methodology Introduction- Eco friendly Importance of Eco friendly products Recycle & Reuse of textiles Organic cotton Reasons for organic cotton production Consumer behavior on eco friendly products Case study Variables that drive choices Variables related to organic cotton Hypothesis References

Objective
Primary objective Mapping the awareness of availability and acceptability of organic cotton Secondary objective To study the consumer behavior and choices for eco friendly products and organic cotton. To identify the consumer profile who are willing to pay more for eco friendly products and organic cotton.

Research Methodology & Sampling Design

Research type- Exploratory and Descriptive research Data type- Secondary Data sources- Books, research paper, internet websites No. of samples- 50 approx. Age group- >= 25yrs Location- Jodhpur Income- Minimum Rs. 15000 per Month

Introduction- Eco Friendly

Eco-friendly literally means earth-friendly or not harmful to the environment. This term most commonly refers to products that contribute to green living or practices that help conserve resources like water and energy. Eco-friendly products also prevent contributions to air, water and land pollution. Many organizations, corporations, and municipalities have begun to increasingly adopt eco friendly aspects into their day-to-day operations and product offerings. Examples of eco friendly operations may include reducing or redesigning packaging to lessen landfill impacts, recycling materials left-over from the manufacturing process.

Some Eco friendly Products

Importance of Eco friendly products

The devastating effect of harmful gases, non-biodegradable plastics, dangerous gases which not only pollutes the environment but also causes respiratory problems in human beings. Due to this polluted water and air there is a danger of complete extinction of various rare species of animals and birds. Not only that there is also a change in the global warming of the earth, which increases the earths temperature, which in turn causes the green house effect. There are lots and lots of harmful effects of plastics, chemicals, non biodegradable items, which is the main reason for us to start using Eco friendly products as soon as possible.

Recycle & Reuse of a textile

Eco friendly, Green, Organic, Sustainable are the variety of terms used to tap the rapidly growing desire among consumers to buy something that causes as little harm to the environment as possible. Reuse means extending the 'life' or repurposing an item rather than discarding or throwing it away. Reuse creates less air and water pollution than making a new item or recycling. Recycling means taking materials from products we have finished using and making brand new products with them. Great quilts and patchwork can be made from pieces of recycled material. Large pieces of fabric such as curtains or covers may offer enough material for a whole outfit.

Organic Cotton
Organic cotton is grown using methods and materials that have a low impact on the environment. It is grown and processed without toxic chemicals that can be absorbed easily when in contact with the user's skin. Production is not simply an elimination of fertilizers and insecticides but it is a complete production system, which requires equally sound knowledge of cotton production practices. Organic cotton production requires careful planning so as to realize optimum yield.

Reason for organic cotton production

Concern for environment Concern for family health Lifestyle

Some organic cotton products

Shirts Trousers Undergarments Baby wear Bathrobes Towels Denims Bed sheet Napkins Diapers Cottonseed oil

Consumer behavior on eco friendly products

Consumers growing concern for the environment and environment related issues are driving businesses across the globe to offer a wide range of eco friendly products from fashion, cars to gadgets. Businesses that offer products which are designed and manufactured with an environmental marketing mix have a strategic competitive advantage. Environmental or ecological issues are of importance to consumers who are environmentally conscious when making a purchase. Increasing environmental concerns and awareness of eco-friendly products among consumers have resulted in their green buying behavior. In India, it is reported that consumers are still easy prey to high tech products and as such, the market for eco-friendly products is yet to become mainstream.

Case study:
Some companies have chosen to fully convert to organic cotton for all their products. Other companies, especially ones that produce a large amount of cotton apparel, reacted to the difficulties in the organic cotton market of the 1990s. Blending bales of raw cotton before spinning ensures a consistent level of quality throughout the yarn. Blending of different levels of quality (i.e. strength or length) can help achieve a specified, acceptable quality level for yarns. This approach to increasing quality is used in both organic and conventional yarns and requires a certain amount of the fiber be of a high enough quality in order to meet the level of quality needed for spinning. Organic yarn spinners can have problems when there is insufficient organic cotton fiber available at a high enough quality to counteract the problems created by low quality fiber.

 Organic cotton has the same quality fluctuations across crops as conventional cotton, there is just so much less of it that any drop in quality becomes significant to overall quality levels. By blending small amounts of organic cotton (3-10%) with conventional cotton, producers could achieve several goals. For example, in 2005, Nike would need 120 million pounds (60,000 tons) of organic cotton to produce only 100% organic cotton products . Finally, producing 100% organic apparel products requires costly adjustments to production, while blending organic cotton into all products is a small but reasonable starting point for reducing the environmental impact of the apparel lifecycle. Source: http://krex.kstate.edu/dspace/bitstream/2097/150/1/Gwendol ynHustvedt2006.pdf

Variables that drive choices

Value

Knowledge
Needs & Motivation

Attitudes
Demographic

Intentions

Variables related to organic cotton

Demographic

Environmental concern
Attitude

Self identity
Skepticism of environmental products

Hypothesis
H1: People who value the environment will have a greater intention to pay more for and will be more likely to purchase environmentally products. H2: People who have more knowledge about the environment will have a greater intention to pay more for and will be more likely to purchase environmentally products. H3: Respondents who make greater use of organic cotton content to determine purchase intentions will not differ in their demographic characteristics from respondents who make lesser use of the product attribute. H4: Respondents who make greater use of organic cotton content to determine purchase intentions will not differ in their psychographic characteristics from respondents who make lesser use of the product attribute.

References
http://www.mfp.com/eco-friendly/ http://www.informationbible.com/article-eco-friendly-products7815.html http://chillibreeze.in/rate-articles-get-your-writingrated/miscellaneous/importance-of-eco-friendly-products/ http://www.articlesbase.com/destinations-articles/eco-friendlyproducts-in-india-2450418.html http://www.greenngood.com/categories/NA-Green-and-GoodWomen/cid-CU00029899.aspx http://www.ecoindia.com/products/

 www.techno-preneur.net/information-desk/.../Reuse-Textiles.pdf http://www.indiantextilejournal.com/articles/FAdetails.asp?id=64 4 http://ccsenet.org/journal/index.php/ijbm/article/view/10821 http://www.sbaer.uca.edu/research/acme/2005/04.pdf http://krex.kstate.edu/dspace/bitstream/2097/150/1/GwendolynHustvedt2006.p df

Thank you