A Study on the Relationship between Consumer Attitude, Perceived Value and Green Products

Document Type : Research Paper

Author

Assistant Professor, University of Lahore, Rawalpindi, Pakistan

Abstract

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.

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Interdisciplinary Journal of Management Studies (Formerly known as Iranian Journal of Management Studies)
Volume 7, Issue 2 - Serial Number 2
Iranian Journal of Management Studies
July 2014
Pages 329-342

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