Role of green marketing in influencing a product's purchase decision: Hedonic vs Utilitarian

Abstract

The time spent on decision making and purchase intention of a customer across Hedonic and Utilitarian products is different. Taking the example of a daily use product like toothpaste and high involvement ones like smartphones, this report employs statistical methods to establish the significance of difference in impact on consumer behavior by green marketing across a high involvement and low-involvement product. To establish the results, a survey has been conducted among IIMB students, mainly in the age group of 20-30 years, who are potential users of such products. Further, the report identifies the major factor explaining the importance of features in a product. Customers seem to give significant importance to product features when compared to sustainable or environmentally friendly attribute. Features seem to dominate environmental aspect in case of feature driven products, whereas eco-friendly seems to be significant in case of low involvement products. The report goes on to suggest that companies can invest in green marketing for products not highly driven by features, where eco-friendly attribute can outshine other features.