Assessing the Moderating Role of Eco_Label Awareness in Determining the Green Purchase Intentions_ An Empirical Analysis among the Food and Grocery Retail Customers

Abstract

In the present era, the consumers are shifting towards the eco-labeled products instead of conventional products. The consumption of eco-labeled products is increasing due to the enhanced consciousness towards their health. Apart from this, the green consciousness or the environmental consciousness is also increasing among the consumers. The food and grocery consumers are showing much interest towards these eco-labeled products in spite of the prevailing high costs when compared to the conventional products. However, this scenario is attracting the food and grocery retailers also to fill their shelves with the eco- labeled products. The main product categories under the eco-label products are considered to be the food products, apparels and electrical goods. However, it is observed that the eco-label awareness among the food and grocery customers is not yet defined and not understood properly. newlineThe present study also considered these three product categories for this research work. Further the study considered the various eco-labeled products attributes such as, ozone friendly products, organic products, pesticide free products, degradable products and recyclable products. Furthermore, the study considered the eco-friendly awareness is as the moderating variable to determine the green and health consciousness among the customers. The study also intended to understand the impact of green consciousness and health consciousness over the green purchase intentions. newlineThe researcher collected the samples from different stores located in Hyderabad and Secunderabad of Telangana state. Various statistical techniques like, percentage analysis, cross-tabulation analysis, Hayes (2016) moderation analysis, ANOVA and Simple Linear Regression Analysis (SLRA) to analyze the collected data. The concerned findings and suggestions are provided in the thesis. newlineKey Words: Ozone friendly products, Organic Products, Pesticide free Products, Degradable Products, Recyclable Products, Eco-label Awareness newline