PERCEPTION OF SELLERS OF ECO-FRIENDLY PRODUCTS – AN ANALYTICAL STUDY
Keywords:
Environmental issues, Retailers, Business processes, ChallengesAbstract
Global warming, pollution, water crisis and food shortage, increased frequency of disasters are all indications that humans have mishandled nature. Business and consumers have to act responsible and there is a strong need to mitigate and work towards stabilization of the natural environment. Consumers are also concerned about the environmental impact of products they buy. The organizations that often form the link between the businesses and the consumers are the retailers. The role of retailers is pivotal as they are the intermediaries between the producer and consumer. Retailers could contribute towards climate change, waste management and people and community by analyzing their business processes and addressing these issues. In this view the study has been undertaken to analyse the sellers’ perception in marketing of eco-friendly products in Coimbatore. Purposive sampling technique has been used and primary data have been collected from 100 retailers through questionnaire. Percentage analysis, ANOVA, Kendall’s coefficient of concordance have been used to analyse the data. The findings of the study revealed that the retailers have opined that majority of the consumers specifically identify eco-friendly products and show their interest to pay more for eco-friendly products. They also stated that there is lack of awareness among the consumers about eco-friendly products available in market and high investment required for business is the most common problem they face.
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