Perception of Customers towards Green Innovations in Nashik

Journal for Studies in Management and Planning (Peer-Reviewed Journal) ISSN: 2395-0463 Volume 11 Issue 04 April 2025 1 Received: 11 April 2025 Revised: 21 April 2025 Accepted: 30 April 2025 Copyright  authors 2025 DOI: https://doi.org/10.5281/zenodo.17753091 Perception of Customers towards Green Innovations in Nashik Dr. Asha Dadasaheb Kadam Associate Professor, Department of Commerce, MVPs Arts, Science and Commerce College, Ozar-Mig, District-Nashik Prof. Pramod Bhagwan Chobhe Assistant Professor, Department of Commerce, MVPs Arts, Science and Commerce College, Ozar-Mig, District-Nashik Prof. Subhash Patingrao Bhosale Assistant Professor, Department of Commerce, MVPs Arts, Science and Commerce College, Ozar-Mig, District-Nashik Abstract This study investigates customers’ perceptions toward green innovationsproducts and services designed to reduce environmental impactand how these perceptions shape purchase intentions. Using a structured questionnaire administered to a stratified sample of 300 urban consumers from Nashik, the research measures awareness, environmental concern, attitude, perceived behavioural control, and purchase intention on 5-point Likert scales. Descriptive statistics, correlations, and multiple regression were employed to test relationships. Findings show moderate awareness (M = 3.49), high environmental concern (M = 3.84), a moderately positive attitude toward green innovations (M = 3.21), but a lower mean purchase intention (M = 2.53). Attitude is the strongest predictor of purchase intention (β ≈ 0.52), followed by perceived behavioural control and awareness; environmental concern has an indirect effect through attitude. The paper discusses implications for policymakers, managers, and marketers, and suggests strategies to convert concern and awareness into actual green purchases. Keywords: Consumer perception, environmental concern, purchase intention Journal for Studies in Management and Planning (Peer-Reviewed Journal) ISSN: 2395-0463 Volume 11 Issue 04 April 2025 2 Received: 11 April 2025 Revised: 21 April 2025 Accepted: 30 April 2025 Copyright  authors 2025 DOI: https://doi.org/10.5281/zenodo.17753091 Introduction Green innovationsincluding eco-friendly products, energy-efficient appliances, biodegradable packaging, and services with reduced carbon footprintsare central to sustainable consumption and the transition to low-carbon economies. Businesses increasingly invest in such innovations, while policymakers push for greener markets through incentives and regulations. Yet, production alone is insufficient; consumer perception and willingness to adopt green innovations determine market uptake. Understanding the psychological and situational factors that shape consumers’ decisions is therefore critical for designing interventions that translate environmental concern into purchase behaviour. This study addresses this need by empirically examining how awareness, environmental concern, attitude, and perceived behavioural control influence customers’ purchase intentions towards green innovations. The study uses primary data collected through a survey of 300 urban respondents and applies statistical analysis to identify the major drivers of green purchase intentions. Literature Review Research on green consumerism has identified several recurring constructs. Environmental concerna general disposition to value the environmentoften predicts positive attitudes toward green products (Dunlap et al., 2000; Peattie & Crane, 2005). Awareness of green products and knowledge about environmental issues correlates positively with intention to purchase (Ottman, 2011). The Theory of Planned Behaviour (Ajzen, 1991) posits that attitude toward the behaviour, subjective norms, and perceived behavioural control shape intentions; numerous studies adapt TPB to green purchasing and find attitude and perceived control to be strong predictors (e.g., Bamberg & Moser, 2007). However, literature also points to an attitude-behaviour gap: many consumers express concern but do not buy green products because of price, perceived lower performance, lack of availability, or habit (Prothero et al., 2011). Some studies emphasize the role of information and labelling (Chen, 2010), trust in green claims (Delmas & Burbano, 2011), and contextual factors (e.g., peer influence, incentives) that can bridge the gap between positive perception and actual purchase. This study builds on that literature and examines both attitudinal and situational predictors using fresh primary data, focusing specifically on green innovations rather than generic ‘green products’, to capture consumer response to novel, design-led, or technology-driven eco-solutions. Journal for Studies in Management and Planning (Peer-Reviewed Journal) ISSN: 2395-0463 Volume 11 Issue 04 April 2025 3 Received: 11 April 2025 Revised: 21 April 2025 Accepted: 30 April 2025 Copyright  authors 2025 DOI: https://doi.org/10.5281/zenodo.17753091 Research Objectives 1. To measure consumer awareness, environmental concern, attitudes, perceived behavioural control, and purchase intention regarding green innovations in Nashik. 2. To examine relationships among these constructs. 3. To identify the main predictors of purchase intention for green innovations. 4. To provide managerial and policy recommendations to increase adoption of green innovations in Nashik. Research Methodology Research design: A cross-sectional survey design was used to collect primary data from urban consumers specially from Nashik. The study used a structured questionnaire with closed-ended items measured primarily on 5-point Likert scales (1 = Strongly Disagree to 5 = Strongly Agree). Sampling and sample profile A stratified random sampling approach was adopted to ensure representation across gender, age, and education levels among urban consumers. The final sample size was n = 300. Demographic profile of respondents: Particulars Frequency Percentage Total Respondents Gender Male 148 49.3 300 Female 147 49 Other 5 1.7 Age Group 18–25 57 19.0 300 26–35 85 28.3 36–50 91 30.3 50+ 67 22.3 Education High School 47 15.7 300 Graduate 158 52.7 Postgraduate 66 22.0 Professionals 29 9.7 Instrument and measures The questionnaire included the following sections: 1. Demographics: age, gender, education, occupation, monthly income bracket. 2. Awareness (3 items): familiarity with green innovations, knowledge of eco-labels, recognition of eco-brands. Journal for Studies in Management and Planning (Peer-Reviewed Journal) ISSN: 2395-0463 Volume 11 Issue 04 April 2025 4 Received: 11 April 2025 Revised: 21 April 2025 Accepted: 30 April 2025 Copyright  authors 2025 DOI: https://doi.org/10.5281/zenodo.17753091 3. Environmental Concern (4 items): concern about environmental degradation, climate change worry, valuation of eco-friendly policies. 4. Attitude (4 items): beliefs about usefulness, moral approval, perceived benefits of green innovations. 5. Perceived Behavioural Control (PBC) (3 items): perceived ease of buying green innovations, perceived affordability, availability. 6. Purchase Intention (3 items): likelihood to buy green innovations in the next 6 months, willingness to pay a small premium, and intent to choose green over conventional options. All multi-item constructs were averaged to create composite scores (range 1–5). Reliability (internal consistency) was acceptable for the constructs (Cronbach’s alpha values for multi-item scales were in the acceptable rangethough detailed alpha values are reported in an extended data appendix). Data collection procedure Data were collected over a one-month period via a combination of online surveys (distributed through social media and institutional mailing lists) and in-person intercept surveys at shopping complexes and public spaces in an urban area. Respondents were briefed about the voluntary nature of participation and confidentiality. Completed questionnaires were checked for missing responses; partial responses were excluded from analysis. Analytical techniques Data analysis included descriptive statistics (means and population standard deviations), Pearson correlations to examine bivariate relationships, and multiple linear regression to test the relative contribution of predictors (attitude, environmental concern, awareness, and PBC) on purchase intention. Statistical significance was assessed at conventional levels (p < .05). All analyses were performed with standard statistical software. Results mental Concern Attitude r = .42 (moderate, p < .01) Awareness Attitude r = .35 (p < .01) Attitude Purchase Intention r = .59 (strong, p < .01) PBC Purchase Intention r = .35 (p < .01) Awareness Purchase Intention r = .28 (p < .01) Journal for Studies in Management and Planning (Peer-Reviewed Journal) ISSN: 2395-0463 Volume 11 Issue 04 April 2025 5 Received: 11 April 2025 Revised: 21 April 2025 Accepted: 30 April 2025 Copyright  authors 2025 DOI: https://doi.org/10.5281/zenodo.17753091 Interpretation: Attitude shows the strongest bivariate association with purchase intention, consistent with TPB. Environmental concern correlates positively with attitude, suggesting an indirect pathway to purchase intention. Multiple regression analysis A multiple linear regression was run with Purchase Intention (dependent variable) and Attitude, Environmental Concern, Awareness, and Perceived Behavioural Control as independent variables. Regression coefficients (standard OLS, rounded): Constant (intercept): 0.167 Attitude: β = 0.516 (p < .001) Environmental Concern: β = –0.040 (p = ns) Awareness: β = 0.089 (p < .05) Perceived Behavioural Control: β = 0.176 (p < .01) Model R² = 0.415 (adjusted R² ≈ 0.409) .Interpretation: Together the predictors explain about 41.5% of variance in purchase intention. Attitude has the largest positive effect; perceived behavioural control and awareness also contribute positively. Environmental concern does not have a significant direct effect when attitude and other factors are controlled, indicating that concern primarily operates through attitude. Discussion Key findings and theoretical implications The results align closely with the Theory of Planned Behaviour: attitude toward green innovations is the principal driver of purchase intention. Environmental concern, although high among respondents, does not directly predict intention after accounting for attitude. This suggests a mediation pathway: environmental concern raises favourable attitudes, which in turn increase intentions to purchase. Perceived behavioural control also mattersconsumers who believe green innovations are available, affordable, and easy to adopt are more likely to intend to purchase. Awareness has a modest but significant direct effect; knowledge and visibility of green products make a difference. Journal for Studies in Management and Planning (Peer-Reviewed Journal) ISSN: 2395-0463 Volume 11 Issue 04 April 2025 6 Received: 11 April 2025 Revised: 21 April 2025 Accepted: 30 April 2025 Copyright  authors 2025 DOI: https://doi.org/10.5281/zenodo.17753091 The attitude-behaviour gap is evident: even with high concern and moderate attitudes, purchase intention is relatively low (M = 2.53). This gap likely reflects practical barriers (price premiums, perceived trade-offs, doubts about performance) and perhaps trust issues around green claims. Managerial implications 1. Product positioning and communication: Firms should highlight functional benefits (performance, cost savings over lifecycle) alongside environmental benefits to strengthen attitudes that lead to purchases. Messaging should reduce perceived tradeoffs (e.g., “eco = effective”) and include credible endorsements or certifications to enhance trust. 2. Improve accessibility and pricing strategies: Since perceived behavioural control affects intention, making green innovations more affordable (subsidies, financing options, promotional discounts) and more widely available will raise adoption. Lifetime cost-of-ownership narratives (energy savings, durability) can alter price perceptions. 3. Awareness campaigns: Educational campaigns and clear labelling improve awareness and awareness contributes to intention. Demonstration events, trial offers, and influencer endorsements can raise familiarity. 4. Policy supports: Policymakers can bridge the gap through incentives, procurement policies favouring green products, and minimum standards that ensure performance and prevent greenwashing. Limitations • Cross-sectional design: The study captures perceptions at one point in time and cannot establish causal direction with certainty. Longitudinal or experimental designs would strengthen causal claims. • Self-reported measures: Behavioural intentions may not translate to actual behaviour; social desirability bias may inflate pro-environmental responses. • Urban sample: The sample is urban and relatively educated, which limits generalizability to rural populations or different cultural contexts. • Measure scope: The study uses composite measures that summarize complex constructs; qualitative insights (focus groups, in-depth interviews) could reveal richer barriers and motivators. Journal for Studies in Management and Planning (Peer-Reviewed Journal) ISSN: 2395-0463 Volume 11 Issue 04 April 2025 7 Received: 11 April 2025 Revised: 21 April 2025 Accepted: 30 April 2025 Copyright  authors 2025 DOI: https://doi.org/10.5281/zenodo.17753091 Recommendations 1. For firms: Launch pilot programs that reduce first-time purchase friction (e.g., buyback guarantees, extended warranties, free trials) to convert positive attitudes into purchases. Bundle green features with performance guarantees. 2. For marketers: Use storytelling and evidence (certifications, third-party tests) to combat scepticism. Segment customers by readiness (e.g., innovators, early adopters) and tailor campaigns. 3. For policymakers: Provide targeted subsidies for energy-efficient innovations, support labelling standards, and fund awareness initiatives focusing on lifetime cost benefits. 4. For researchers: Conduct longitudinal studies and field experiments testing specific interventions (price reductions, information treatments) to measure actual purchase behaviour. Conclusion This primary-data study finds that attitude is the key predictor of purchase intention for green innovations, while environmental concern operates mainly indirectly through attitude. Awareness and perceived behavioural control also support intentions. Despite relatively high environmental concern, purchase intentions remain modestsignalling an attitude-behaviour gap. Bridging this gap requires interventions that improve perceptions of performance and affordability, increase accessibility, and build trust. Firms, policymakers, and researchers must work together to translate concern into consistent green consumption. Questionnaire used for this Research Paper (All items measured on 1–5 Likert scale: 1 = Strongly disagree, 5 = Strongly agree) • Awareness: 1. I am well informed about new green/eco-innovations in the market. 2. I recognize eco-labels and green certifications on products. 3. I can easily find information about green alternatives. • Environmental concern: 1. I am concerned about environmental issues such as climate change. 2. I believe businesses should do more to reduce environmental harm. 3. I am willing to change my lifestyle to reduce environmental impact. Journal for Studies in Management and Planning (Peer-Reviewed Journal) ISSN: 2395-0463 Volume 11 Issue 04 April 2025 8 Received: 11 April 2025 Revised: 21 April 2025 Accepted: 30 April 2025 Copyright  authors 2025 DOI: https://doi.org/10.5281/zenodo.17753091 4. I support policies that encourage green production. • Attitude: 1. Green innovations are useful for everyday life. 2. Using green products gives me a sense of doing the right thing. 3. I believe green products perform as well as conventional products. 4. I value companies that invest in green innovations. • Perceived behavioural control: 1. Green innovations are affordable for people like me. 2. I can easily find green products in local stores/online. 3. I know how to use green innovations properly. • Purchase intention: 1. I intend to purchase green innovations in the next 6 months. 2. I am willing to pay a small premium for green products. 3. When choosing between equivalent products, I will prefer the green option. Journal for Studies in Management and Planning (Peer-Reviewed Journal) ISSN: 2395-0463 Volume 11 Issue 04 April 2025 9 Received: 11 April 2025 Revised: 21 April 2025 Accepted: 30 April 2025 Copyright  authors 2025 DOI: https://doi.org/10.5281/zenodo.17753091 Bibliography 1. Ajzen, I. (1991). The theory of planned behaviour. Organizational Behaviour and Human Decision Processes, 50(2), 179–211. 2. Bamberg, S., & Moser, G. (2007). 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