Abstract

Organic food market is very challenging in Indian food market. Indian consumers have raised great interest to healthy and quality food with high nutritional value, environmental concern and food safety.

Consumer Attitude towards Organic Food Products

Consumer Behaviour

Aanchal Saxena PGP03001 Ankit Bajaj PGP03011 Aniruddha Halder PGP03010 Raj Rishi Purohit PGP03045 Rajarshi Roy PGP03046 Tushar Rhode PGP03060
Group #5

Consumer Attitude towards Organic Food Products

Table of Contents
1.0 2.0 3.0 4.0 5.0 6.0 6.1 6.2 6.3 6.4 7.0 8.0 Intoduction.................................................................................................................................. 2 Objective of the Study ................................................................................................................ 3 Research Methodology ............................................................................................................... 3 Research Findings and Analysis .................................................................................................. 4 Consumer Implications ............................................................................................................. 20 Recommendations .................................................................................................................... 21 Advertising Promoting Organic Products .......................................................................... 21 Packaging and in-store promotion........................................................................................ 23 Placement of Advertisements: .............................................................................................. 23 Leveraging government support ........................................................................................... 24 Annexure ................................................................................................................................... 25 References ................................................................................................................................ 27

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Consumer Attitude towards Organic Food Products

1.0 INTRODUCTION
The organic food industry has been growing immensely worldwide in last few years. The organic food industry in India has been experiencing an CAGR around 20-22 per cent. There are over 15,000 certified organic farms in India and the number is growing at fast pace year on year. With the help of companies like ITC etc, there are many small farmers growing organic food by using the organic practices .The future of organic products entirely demands of consumers. Thus, a consumer-oriented approach is the best way to develop an understanding of organic product demand, the consumer perception and attitude towards it .This approach will help to develop a clear understanding of the shifting market dynamics. From a marketing perspective, it is important to understand the sustainable attitude of consumers regarding organic products, and how to promote their usage. Product development and marketing strategies are affected by consumer beliefs, attitudes and responses. This could vary depending on the region of the world. Thus, a clear understanding of consumer attitudes and the motivations underlying actions in responding to organically grown products in India is important. Considering all these factors a proper set of Questionnaire is designed which is used in conducting survey among the target audience i.e. educated youth of around 20-28 yrs. Organic food is food produced in a way that complies with organic standards set by national governments and international organizations. These foods are produced using methods of organic farming i.e. no use of synthetic and chemical products. Organic farming is a form of agriculture that relies on techniques such as crop rotation, green manure, compost and biological pest control. The attitude towards the usage of organic food is increasing among the consumers which gives a positive vibes for the organic food industry. The future of organic agriculture will, to a large extent, also depend on favourable attitude and motivational factors towards organic food products.

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Consumer Attitude towards Organic Food Products

2.0 Objective of the Study

The purpose of the project is to assess the customer behaviour with regard to organic products. The effort was made to capture the factors that influence their purchase decision. And finally on interpretation of customers responses, a recommendation to the companys who are trying to business in organic products on how to influence customers motives towards their products.

3.0 Research Methodology

An online questionnaire was designed consisting of 40 questions. The questionnaire was split into four broad sections namely: Demographics General Environmental Beliefs Environmental Behavior Marketing and Branding attitude towards Organic Product

The questionnaire was designed using HEP-NEP i.e Human Exceptionist Paradigm New Environmental Paradigm. The possible responses were strongly agree, agree, neutral, disagree, and strongly disagree. Data were collected by means of questionnaires that were sent through electronic mail. Overall 250 questionnaires were mailed, and 71 usable questionnaires were received. All the respondents were educated youth aged between 20-28 yrs. studying in various Bschools of India and working in different IT organizations across India. Data collected was analyzed using SPSS tool. The questions in 2nd and 3rd sections of questionnaire were considered as independent variables and the last section was considered as dependent. Factor analysis was done among these independent variables to identify the significant factors. Correlation was calculated to find out the relationship (if any) between these factors. Regression analysis was done to analyze the influence of marketing and branding attitude towards Organic product.

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Consumer Attitude towards Organic Food Products

4.0 Research Findings and Analysis

Factor Analysis of first set of questions i.e. General Environmental Beliefs: KMO and Bartlett's Test Kaiser-Meyer-Olkin Measure of Sampling Adequacy. Approx. Chi-Square Bartlett's Test of Sphericity Df Sig. .645 309.785 66 .000

Rotated Component Matrixa Component 1 1. We are approaching the limit of the number of people the earth can support 2. The balance of nature is very delicate and easily upset. 3. Humans have the right to modify the natural environment to suit their needs. 4. Mankind was created to rule over the rest of nature. .023 .332 -.799 .110 .017 .791 .148 -.337 .164 .390 .608 .117 .262 .092 -.002 .789 2 3 4

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Consumer Attitude towards Organic Food Products

5. When humans interfere with nature, it often has disastrous consequences. 6. Plants and animals exist primarily to be used by humans. 7. To maintain a healthy economy, we will have to control industrial growth 8. Humans must live in harmony with nature in order to survive 9. The earth is like a spaceship with only limited room and resources 10. Humans need not adapt to the natural environment because they can remake it to suit their own needs 11. There are limits to which our industrialised society can expand 12. Mankind is severely abusing the environment .638 .078 .418 .206 .773 -.078 -.079 -.013 -.077 .792 -.029 .231 .569 .133 .583 .210 .831 -.102 .237 .120 .268 -.451 .090 .176 -.059 .455 -.127 -.689 .830 -.172 .013 .194

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Consumer Attitude towards Organic Food Products

Extraction Method: Principal Component Analysis Rotation Method: Varimax with Kaiser Normalization a. Rotation converged in 8 iterations The relevant questions are hence grouped as: Group1: Harmony with nature This refers to how the consumers view the planet and how connected they are with preserving nature. This reflects their concern for nature and how humans are damaging the environment Group1- Harmony with Nature 5. When humans interfere with nature, it often has disastrous consequences 8. Humans must live in harmony with nature in order to survive 9. The earth is like a spaceship with only limited room and resources 11. There are limits to which our industrialised society can expand 12. Mankind is severely abusing the environment

Group2: Natural Environment This refers to the level of exploitation that people feel is enough to suit their needs. Group2 Natural Environment 3. Humans have the right to modify the natural environment to suit their needs 4. Mankind was created to rule over the rest of nature 6. Plants and animals exist primarily to be used by humans. 10. Humans need not adapt to the natural environment because they can remake it to suit their own needs

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Consumer Attitude towards Organic Food Products

Factor analysis of second set of questions i.e. Environmental Behavior:

KMO and Bartlett's Test Kaiser-Meyer-Olkin Measure of Sampling Adequacy. Approx. Chi-Square Bartlett's Test of Sphericity Df Sig. .569 192.563 28 .000

Rotated Component Matrixa Component 1 1. Use organic products 2. Avoid buying inorganic products 3. Read labels to see if contents are environmentally safe 4. Buy products made organically 5. Avoid buying products from companies who are not environmentally responsible 6. Contribute money to environmental causes .597 .334 .526 .116 .861 .162 .845 -.020 .079 .075 .870 -.081 .671 2 .301 3 .021

.690

.268

-.281

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Consumer Attitude towards Organic Food Products

7. Volunteer for an environmental group 8. Write to politicians

.798 -.040

-.066 .003

.075 .955

Extraction Method: Principal Component Analysis Rotation Method: Varimax with Kaiser Normalization a. Rotation converged in 4 iterations The groups formed are as follows: Group3: Buying Behaviour: This refers to the attitude of consumers towards buying organic food and environmental causes Group3- Buying Behaviour 2. Avoid buying inorganic products 4. Buy products made organically 6. Contribute money to environmental causes 7. Volunteer for an environmental group

Group4: Consumer consciousness: This refers to how conscious the consumer is towards being environmentally responsible, and if they take any actions about it Group4 - Consumer consciousness 3. Read labels to see if contents are environmentally safe 5. Avoid buying products from companies who are not environmentally responsible

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Consumer Attitude towards Organic Food Products

Factor Analysis of third set of questions i.e. Marketing and Branding attitude towards Organic Product

KMO and Bartlett's Test Kaiser-Meyer-Olkin Measure of Sampling Adequacy. Approx. Chi-Square Bartlett's Test of Sphericity Df Sig. .701 206.391 36 .000

Rotated Component Matrixa Component 1 1. I feel good about buying only organic food items that are less damaging to the environment 2. It is easy for me to identify these products 3. Organic products are inferior in performance to inorganic products: a. I have formed this opinion because people I know and trust told me so -.018 .058 .820 .001 .782 .106 .370 .742 .135 2 3

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Consumer Attitude towards Organic Food Products

b. I have formed this opinion because of my own experience of the product 4. I trust well-known brands to make products which work 5. In the marketing communication about your product I expect to be informed of new improved formulas and design 6. In the marketing communication about your product I expect to be informed of how environmentally friendly a product is. 7. In the marketing communication about your product I expect to be informed of the clear benefits of the product to me and my family. .825 .360 -.051 .816 -.061 .046 .763 .214 .018 .725 .088 .261 .166 .096 .744

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8. Organic products are marketed to me in a way which I find really engaging and relevant to my lifestyle. Extraction Method: Principal Component Analysis Rotation Method: Varimax with Kaiser Normalization a. Rotation converged in 5 iterations The groups are described as follows: Group5: Information about organic products: This refers to how much information consumers have or would like to have about organic products Group5: Information about organic products 4. I trust well-known brands to make products which work 5. In the marketing communication about your product I expect to be informed of new improved formulas and design 6. In the marketing communication about your product I expect to be informed of how environmentally friendly a product is 7. In the marketing communication about your product I expect to be informed of the clear benefits of the product to me and my family .130 .864 .001

Group 6: Relevance to lifestyle: How important are organic products to lifestyle Group 6: Relevance to lifestyle 1. I feel good about buying only organic food items that are less damaging to the environment 2. It is easy for me to identify these products 8. Organic products are marketed to me in a way which I find really engaging and relevant to my lifestyle.

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Consumer Attitude towards Organic Food Products

Group7: Experience with organic products The customer experience with organic products Group7: Experience with organic products 3. Organic products are inferior in performance to inorganic products: a. I have formed this opinion because people I know and trust told me so b. I have formed this opinion because of my own experience of the product

The variables are: Name of Variable Harmony with nature Natural Environment Buying Behaviour Consumer consciousness about organic products Information about organic products Relevance to lifestyle Experience with organic products Type of Variable Independent Independent Dependant Independent Dependant Independent Independent

We calculate correlations of the dependent variables with the independent variables and the results are tabulated as follows: Correlations
Harm ony with natur e Natural Environ ment Buying Informa Releva Experie Consume behavi our tion about organic product s nce to lifestyl e nce with organic produc ts r conscious ness

Spearm an's rho

Harmony with nature

Correla tion Coeffici ent 1.000 -.183 .561** .316** .217 .001 -.257*

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Consumer Attitude towards Organic Food Products

Sig. (2tailed) N Correla tion Natural Coeffici

. 71

.126 71

.000 71

.007 71

.070 71

.992 71

.030 71

-.183

1.000 -.266*

.055

.242*

.193

.264*

Environm ent ent Sig. (2tailed) N Correla tion Coeffici Buying behaviour ent Sig. (2tailed) N Correla tion Informati on about organic products Coeffici ent Sig. (2tailed) N Correla Relevanc e to lifestyle Sig. (2tailed) .070 .042 .117 .017 . .226 .406 tion Coeffici ent .217 .242* .188 -.283* 1.000 -.146 .100 .007 71 .646 71 .122 71 . 71 .017 71 .266 71 .528 71 .316*
*

.126 71

. 71

.025 71

.646 71

.042 71

.106 71

.026 71

.561*
*

-.266* 1.000

.185

.188

-.070

-.118

.000 71

.025 71

. 71

.122 71

.117 71

.560 71

.326 71

.055

.185

1.000 -.283*

-.134

.076

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N Correla tion Experienc e with organic products Coeffici ent Sig. (2tailed) N Correla tion Consume r conscious ness Coeffici ent Sig. (2tailed) N

71

71

71

71

71

71

71

.001

.193

-.070

-.134

-.146

1.000

-.078

.992 71

.106 71

.560 71

.266 71

.226 71

. 71

.519 71

-.257*

.264*

-.118

.076

.100

-.078

1.000

.030 71

.026 71

.326 71

.528 71

.406 71

.519 71

. 71

**. Correlation is significant at the 0.01 level (2-tailed). *. Correlation is significant at the 0.05 level (2-tailed).

From this table we can see that there are significant correlations between 1. Harmony with nature and buying behaviour 2. Harmony with nature and Information about organic products 3. Harmony with nature and Consumer consciousness 4. Natural Environment with Buying behaviour 5. Natural Environment with Relevance to lifestyle 6. Natural Environment with Consumer consciousness 7. Information about organic products with Relevance to lifestyle

From this analysis we can see that buying behaviour towards organic products is directly linked to the concern for natural environment. This implies that those consumers who are

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concerned about the environment and the damage caused to it by using chemicals prefer using organic products and buy the organic variant as much as possible. It can also be seen that those consumers who are conscious about the damage to the environment take steps to maintain a balance with nature. Those who think that organic products are important for them to maintain a certain lifestyle, take necessary steps to find out about the different organic products available in the market and if there are new varieties in the market. Regression analysis was done with buying behaviour as dependent variable and the others as independent variable and the results are:

Model Summaryb Mode l 1 .570a .325 R R Square Adjusted R Square .262 Std. Error of the Estimate .85901259

a. Predictors: (Constant), Information about organic products, Experience with organic products, Relevance to lifestyle, Consumer consciousness, Natural Environment, Harmony with nature b. Dependent Variable: Buying behaviour

ANOVAa Model Sum of Squares Regression 1 Residual Total 22.774 47.226 70.000 6 64 70 df Mean Square 3.796 .738 5.144 .000b F Sig.

a. Dependent Variable: Buying behaviour

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b. Predictors: (Constant), Information about organic products, Experience with organic products, Relevance to lifestyle, Consumer consciousness, Natural Environment, Harmony with nature

Coefficientsa Model Unstandardized Coefficients B (Constant) Harmony with nature Natural Environment Relevance to lifestyle 1 Experience with organic products Consumer consciousness Information about organic products 1.046E-016 .181 -.440 .328 .098 Std. Error .102 .185 .128 .138 .114 .181 -.440 .328 .098 Standardized Coefficients Beta .000 .979 -3.450 2.379 .862 1.000 .331 .001 .020 .392 t Sig.

.023

.109

.023

.214

.831

.167

.170

.167

.985

.328

a. Dependent Variable: Buying behaviour The null hypothesis is that buying behaviour cannot be predicted by the other six variables. R square value is .325 which indicates that our model reasonably fits the data. From the significance values we can see that the hypothesis is rejected for Natural Environment and Relevance to lifestyle. Thus we can say that buying behaviour can be predicted by these two variables. Regression analysis was also done with information about organic products as dependent variable:

Model Summaryb
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Mode l 1

R Square

Adjusted R Square

Std. Error of the Estimate .62853477

.796a

.633

.605

a. Predictors: (Constant), Consumer consciousness, Experience with organic products, Relevance to lifestyle, Harmony with nature, Natural Environment b. Dependent Variable: Information about organic products

ANOVAa Model Sum of Squares Regression 1 Residual Total 44.321 25.679 70.000 5 65 70 df Mean Square 8.864 .395 22.438 .000b F Sig.

a. Dependent Variable: Information about organic products b. Predictors: (Constant), Consumer consciousness, Experience with organic products, Relevance to lifestyle, Harmony with nature, Natural Environment

Coefficientsa Model Unstandardized Coefficients B (Constant) 1 Natural Environment Relevance to lifestyle .286 -.408 .086 .087 .286 -.408 3.315 -4.672 .001 .000 Harmony with nature 1.598E-016 .855 Std. Error .075 .084 .855 Standardized Coefficients Beta .000 10.217 1.000 .000 t Sig.

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Experience with organic products Consumer consciousness

-.191

.080

-.191

-2.392

.020

.059

.079

.059

.739

.463

a. Dependent Variable: Information about organic products

The R squared value is .633 i.e. the goodness of fit of this model is good with confidence of 63.3%. The null hypothesis is rejected for all variables except consumer consciousness. This means that information about organic products can be predicted by Harmony with nature, natural environment, relevance to lifestyle and experience with organic products. In terms of consumer behaviour, those consumers who are concerned about the damage to the environment generally take steps to find out about the organic products that are available in the market. Thus, the level of information that consumers have about organic products can be predicted if their concern for the environment is known. Regression Analysis was also done with Relevance to lifestyle as a dependent variable, to check if the importance of organic products in consumers lives can be predicted by their concern for the environment. The results are:

Model Summary Mode l 1 .668a .446 R R Square Adjusted R Square .403 Std. Error of the Estimate .77258255

a. Predictors: (Constant), Consumer consciousness, Experience with organic products, Information about organic products, Natural Environment, Harmony with nature Coefficientsa

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Model

Unstandardized Coefficients B (Constant) Harmony with nature Natural Environment Experience with 1.109E-016 .807 .455 -.217 Std. Error .092 .132 .100 .099

Standardized Coefficients Beta

Sig.

.000 .807 .455 -.217 6.092 4.559 -2.203

1.000 .000 .000 .031

organic products Information about organic products Consumer consciousness

-.616

.132

-.616

-4.672

.000

.033

.098

.033

.332

.741

a. Dependent Variable: Relevance to lifestyle

The R squared value is 44.6 per cent, which indicates an appropriate fit of this model. It can be seen that the null hypothesis is rejected for all variables except consumer consciousness. This implies that concern for the environment does impact consumers lifestyle and it varies as their experience with organic products changes.

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5.0 Consumer Implications

The concerns of the consumer regarding environment has been increasing in the past one decade due to sustainable campaigns by governments, NGO, Media and so on about being environmentally conscious. Also the side effects of the more pesticides in food items in India and the lax regulations in checking whether the crop produced is in accordance to the guidelines on fertilizer and pesticide use, has made the consumers od today more aware. Also there has been an increase in health consciousness among the middle and upper class Indians which have led to increase in awareness and subsequent adoption of organically produced food. This sector has is still in nascent stage in India and the opportunities of growth are immense. As per our finding we see that consumers are aware of the importance of leading an environmentally sustainable lifestyle and their attitude towards organic food is positive. The task of the marketer lies in converting this positive attitude into actual sales of organic food products. The brand communication should evolve around this positive attitude and the care for environmentally sustainability. The demand for organic food is fairly high in developed countries and the people there are willing to pay premium over the normally cultivated crops. On the supply side, India has huge potential to increase its organic farming food output. The Government of India has implemented the National Programme for Organic Production (NPOP), a accreditation body that certifies whether crops are produced organically. Companies should display such logos in their packaging to win the consumer trusts. At present most of the organically grown products in India are for export markets .However with increase consumer awareness about this brand. The survey results revealed that only 58.8% of total respondents were aware of organic food in which only 12.8 percent irregularly/regularly consumed organic food. It indicates that for majority of the even aware people organic food is still away from their food basket. Further, in response to willingness to pay for organic food, a majority (60.6%) of people were willing to pay premium prices to purchase organic food and 35.2 percent reported as cant say. It clearly indicates that there is great market potential for organic food in the country. The factor analysis has

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extracted five important factors indicating five groups of new generation potential organic consumers: Humanists, Food Phobics, Healthy Eaters, Environmentalists and Hedonists. This indicate that consumers interest in organic food is influenced by their belief that

organically produced food is safe and better for health, environment and welfare of farmers and poor. The results of logistics analysis indicate that potential Indian consumers' awareness of organic food is strongly and significantly affected by factors such as education, stream of education and use of ICTs. The awareness is only slightly affected by factors such as gender and income level. Males who belong to higher income groups of more than Rs.5 lakhs are more likely to be aware as compare to counterpart. Results of the study have great implication to understand the consumers awareness and knowledge on organic food. To tap the market potential in organic food, the organic industry needs to educate consumers.

6.0 Recommendations
6.1 Advertising Promoting Organic Products

It is essential to know the customer preference and the attitude of the customer towards the product. The parameters that came out of our study and those which can be utilised in promoting the organic food brands are: Economic Random, i.e. advertising Psychological & sociological, i.e. their wish to belong to a specific social group, or to demonstrate an attitude concerning their nutrition Demographical, i.e. the interest of the consumer is influenced by an increase in the members of the family (birth of children) Reasons that the consumers think are important for moving to organic food: The recent controversy over BT brinjals or genetically modified brinjals that the consumers have given a negative criticism.

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Media stories about colours being used to make fruits and vegetables look more fresher

Excess fertilizers and steroids being applied to crops to make the harvest much bigger in size than traditional ones

The consumers effort to have access to safe foodstuffs, such as organic products The consumers wish to avoid foodstuffs that contain Genetically Modified Organisms

The consumers wish to support organic farmers, taking into account the positive effects of organic farming on the environment

The expansion and increase of the variety of organic products.

Apart from consumers the following are the reasons which makes the producers more aggressive about the growth in this sector: The awareness and improvement of the information flow about organic products in consumers. The distribution channels reaching out to open bazaars as well as modern retail stores. The expected reduction of the prices, due to the better production methods, economies of scale and better trading methods. Government support for increase in cultivation of organic food.

As per the survey results on attitudes and analysis of the above mind-set of consumers, marketers can use the following themes for advertising and sales promotion to lure the buyers towards organic food: Changing the consumer attitude of Organic food as a luxury item to be used occasionally to a necessity to be bought daily for consumption. Encourage the customer towards a healthier alternative lifestyle. Using the placebo effect effectively to upsell the organic products to the customer Use a combination of cognitive (taste, freshness) and affective models in advertisement Bringing the non-users to the user category by converting the latent demand present in the market.
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Use localisation and safe origin with support to local farming communities as marketing slogans

Use contests and give consumers a chance to visit in organic farms to increase engagement and information awareness.

6.2

Packaging and in-store promotion

The packaging should use environmentally friendly/bio-degradable materials or recycled materials to allow the consumer to notice the difference between normal and organic food and make the consumer buying experience more engaging and environmentally acceptable. The label should be a guarantee for the consumer about its organic character and should being directly recognised. Special emphasis is given to in store personnel sales, which are considered to be an effective way to transfer specialised knowledge. This kind of sale is indispensable especially for the organic products stores, as the consumer usually expects that the salesmen in such stores have the respective specialised knowledge. Educating the consumers about the inspection systems and their logos and certifications on organic food package. Through creation of separate counters for organic food in modern retail stores create the j.n.d between the normal crops and organic crops in the mind of the consumers.

6.3

Placement of Advertisements:

For high involvement customers: Books about nutrition Specialised magazines

For Low involvement customers: Informational leaflets informational campaigns in the mass media (television, radio, newspapers) Social networks

Below the Line Advertisement promotions:

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Through the School (special modules on nutrition, environment etc.) By the Consumers Associations and Unions (seminars, lectures etc.)

6.4

Leveraging government support

As this is a new industry with potential for high growth and environmentally sustainable the marketers should lobby with the government and involving them to make their campaigns more effective. Some steps that can be taken up: Organic foods may be offered at cheaper price (i.e.) Organic foods may be distributed through fair price shops. Subsidies and incentives may be offered by the Government to the farmers who cultivate organic foods. Organic fertilizers may be distributed through Co-

operative societies at the affordable rate to the farmer community. Agriculture universities should offer necessary training programme for farmers in inculcating the method of preparing Organic pesticides Awareness programmes about the benefits of using Organic goods are to be organized by the Government in association with Social Clubs like Rotary, Lions etc., in the midst of general public

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7.0 Annexure
Questionnaire
Please assist me in filling this questionnaire. The information you provide will be used for research purpose and is confidential.

1. Age (Years): 18-24 2. No. of Family Members:

25-30

31 40

41- 50

Above 50

3. Highest Education Completed:

10th

12th

Graduation

Post Graduation

Others (Pl. Specify):_______________

4. Approx. Annual Family Income (Rs.):

Below 2 Lakhs Above 15 Lakhs 2 to 6 Lakhs 6 to 10 Lakhs 10 15 Lakhs

Listed below are a number of statements. Please indicate the extent to which you agree with each of the given statements by marking a ( ) in the box alongside, using the scale 1= Strongly Disagree, 2= Disagree, 3= Neither Agree nor Disagree, 4= Agree, 5= Strongly Agree.
Neither Agree nor Disagree Strongly Disagree Disagree Strongly Agree Agree

1 1. 2. 3. 4. 5. 6. 7. 8. 9. 10 11 12

We are approaching the limit of the number of people the earth can support The balance of nature is very delicate and easily upset Humans have the right to modify the natural environment to suit their needs Mankind was created to rule over the rest of nature When humans interfere with nature, it often has disastrous consequences Plants and animals exist primarily to be used by humans To maintain a healthy economy, we will have to control industrial growth Humans must live in harmony with nature in order to survive The earth is like a spaceship with only limited room and resources Humans need not adapt to the natural environment because they can remake it to suit their own needs There are limits to which our industrialised society can expand Mankind is severely abusing the environment
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13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36

Do you Use organic products Do you avoid buying inorganic products Do you read labels to see if contents are environmentally safe Do you buy products made organically Do you avoid buying products from companies who are not environmentally responsible Do you contribute money to environmental causes Do you volunteer for an environmental group Do you write to politicians Do you Use organic products Do you avoid buying inorganic products Do you read labels to see if contents are environmentally safe Do you buy products made organically Do you avoid buying products from companies who are not environmentally responsible Do you contribute money to environmental causes I feel good about buying only organic food items that are less damaging to the environment It is easy for me to identify these products Organic products are inferior in performance to inorganic products I have formed this opinion because people I know and trust told me so I have formed this opinion because of my own experience of the product I trust well-known brands to make products which work In the marketing communication about your product I expect to be informed of new improved formulas and design In the marketing communication about your product I expect to be informed of how environmentally friendly a product is. In the marketing communication about your product I expect to be informed of the clear benefits of the product to me and my family. Organic products are marketed to me in a way which I find really engaging and relevant to my lifestyle.

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8.0 References
1. 2. http://www.discovery.org.in http://en.wikipedia.org

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