Chapter 4

Data Analysis

Sex Respondents
Male 380
Female 120
500

Age of respondents
Age Number of respondents
Below 20 40
Between 20 and 25 70
Above 25 130
Between 25 and 40 170
Above 40 90
 Age of Respondents
180
160
140
120
100
80
60
40
20
0
Number of respondents

Below 20 Between 20 and 25 Above 25 Between 25 and 40 Above 40

Education Level Number of respondents

Below Matric 35
Below bachelor 80
Bachelor 170
Master 140
M.Phil 63
Ph.D 12
 Qualification of respondents
180
160
140
120
100
80
60
40
20
0
Below Matric Below Bachelor Master M.Phil Ph.D
bachelor

Income level

Income level Number of respondents

Below 20000 40
Between 20000 and 30000 60
Between 30000 and 40000 90
Between 40000 and 600000 150
Above 60000 160
 Income level
of respondents
180

160

140

120

100

80

60

40

20

0
Below 20000 Between 20000 and Between 40000 and Between 60000 and Above 80000
40000 60000 800000

Status
Status Number of respondents
Student 40
Self employed 200
Private employee 120
Semi Government 90
Government employee 50
 Status of respondents
250

200

150

100

50

0
Student Self employed Private employee Semi Government
Government employee

GBA Green brand awareness

GBA 1 Customer awareness about Green brand product.
GBA 2 Customer found environmental labels and slogans.
GBA 3 Customer remembrance of environmental lables
GBA 4 Customer prefer green brand product while purchasing.

GBI 1 Green brand product keep promises and commitments.

GBI 2 Customer purchase product because they are environmental
friendl y products.
GBI 3 Environmental commitments makes the customer to purchase
the product.
GBI 4 Green products offer more convenient services embed in the
product.

GPV 1 Customer thinks that Green brand product as a more useful

product.
GPV 2 Customer think that green product is more environmental
friendl y as compared to other products.
GPV 3 Green brand product seemed to handled in more professional
manner.
GPV 4 I think Green product are reliable to fulfill the environmental
protection promises.

GBT 1 Green brand product ensures to address environmental

concerns.
GBT 2 Green brand products are considered to be more trustworthy.
GBT 3 Green brand product keeps promises and expectations intact.
GBT 4 Green brand product keeps the moral of the customer high.
CPI Consumer Intention to purchase
H1: Green marketing has a significant relationship with consumer choice to exploit green product.
H1a: Green brand awareness has positive significant relationship with customers’ intention to use
green products.
H1b: Green brand trust has positive significant relationship with customers’ intention to use green
products.
H1c: Green brand image has positive significant relationship with customers’ intention to use
green products.
In all cases, the standard deviation is less than 1, it means that variables are normally distributed.
Moreover, the mean values in all the cases, is less than 4, the threshold value, and none of them
is less than 3. i.e., they are within the range of 3 to 4, but not 2 or 4. It can be concluded that
mean values reported were more towards agreement that green marketing has significant
relationship with customer intention to purchase.

One-Sample Statistics
N Mean Std. Deviation Std. Error Mean
GBA 1 640 3.3604 .94683 .03740
GBA 2 640 3.8596 .87443 .03454

GBA 3 640 3.8518 .90045 .03557

GBA 4 640 3.9158 .80569 .03182

One-Sample Test
Test Value = 0
95% Confidence Interval of
the Difference
Sig. (2- Mean
t df tailed) Difference Lower Upper
GBA 1 89.855 640 .000 3.36037 3.2869 3.4338
GBA 2 111.749 640 .000 3.85959 3.7918 3.9274
GBA 3 108.301 640 .000 3.85179 3.7820 3.9216
GBA 4 123.048 640 .000 3.91576 3.8533 3.9782
For hypothesis H1(a) :
Four questions were put for measuring Green brand awareness ( Question No. to Question No.
) These helped to measure green brand awareness among customers.
One sample t-test was performed. t-value was calculated against a bench mark value of 4. In all
cases, in the above table, the t value is quite above than the bench mark. It means that Green
brand awareness have a significant relatationship with customer intention to purchase.
Since, all variables (GBA1 to GBA 4) have a upper and lower limit well within the threshold
value of 4. So, we can conclude that GBA has signicant relationship with CPI.

One-Sample Statistics
Std. Error
N Mean Std. Deviation Mean
GBI 1 640 3.9158 .93996 .03713
GBI 2 640 3.7488 .91733 .03623
GBI 3 640 3.7239 .98910 .03907
GBI 4 640 3.7941 .97853 .03865

One-Sample Test
Test Value = 0
95% Confidence Interval of
the Difference
Sig. (2- Mean
t df tailed) Difference Lower Upper
GBI 1 105.472 640 .000 3.91576 3.8429 3.9887
GBI 2 103.466 640 .000 3.74883 3.6777 3.8200
GBI 3 95.320 640 .000 3.72387 3.6472 3.8006
GBI 4 98.166 640 .000 3.79407 3.7182 3.8700

For hypothesis H1(b) :

Four questions were put for measuring Green brand Image ( Question No. to Question No. )
These helped to measure green brand Image impact towards customers.
One sample t-test was performed. t-value was calculated against a bench mark value of 4. In all
cases, in the above table, the t value is quite above than the bench mark. It means that Green
brand image have a significant relatationship with customer intention to purchase.
It can be observed, that all variables (GBI 1 to GBI 4) have a upper and lower limit well within
the threshold value of 4. So, we can conclude that GBI has signicant relationship with CPI.

One-Sample Statistics
Std. Error
N Mean Std. Deviation Mean
GBT 1 641 4.0203 .98484 .03890
GBT 2 641 3.8253 .91210 .03603
GBT 3 641 3.7395 .89048 .03517
GBT 4 641 3.9002 .83255 .03288

One-Sample Test
Test Value = 0
95% Confidence Interval of
the Difference
Sig. (2- Mean
t df tailed) Difference Lower Upper
GBT 1 103.353 640 .000 4.02028 3.9439 4.0967
GBT 2 106.182 640 .000 3.82527 3.7545 3.8960
GBT 3 106.320 640 .000 3.73947 3.6704 3.8085
GBT 4 118.604 640 .000 3.90016 3.8356 3.9647

For hypothesis H1(c) :

Four questions were put for measuring Green brand Trust from GBT1 to GBT 4 ( Question No.
to Question No. ) These enabled to determine green brand Trust the customers have on green
products when they make the purchase decision.
One sample t-test was performed. t-value was calculated against a bench mark value of 4. In all
cases, in the above table, the t value is quite above than the bench mark. It means that Green
brand trust proved to have a significant relatationship with customer intention to purchase.
Since, all variables (GBT1 to GBT 4) have a upper and lower limit well within the threshold
value of 4. So, we can conclude that GBT has signicant relationship with CPI.

One-Sample Statistics
Std. Error
N Mean Std. Deviation Mean
GPV 1 640 3.8627 .88558 .03498
GPV 2 640 3.7644 .88515 .03496
GPV 3 640 3.6412 .84731 .03347
GPV 4 640 3.7285 .89335 .03529

One-Sample Test
Test Value = 0
95% Confidence Interval of
the Difference
Sig. (2- Mean
t Df tailed) Difference Lower Upper
GPV 1 110.432 640 .000 3.86271 3.7940 3.9314
GPV 2 107.675 640 .000 3.76443 3.6958 3.8331
GPV 3 108.801 640 .000 3.64119 3.5755 3.7069
GPV 4 105.669 640 .000 3.72855 3.6593 3.7978

For hypothesis H1(c) :

Again four questions were put to enable to ascertain Green brand Perceived value from GPV1 to
GPV4 ( Question No. to Question No. ). The t-test enabled to calculate the perception that
customer develop regarding the green brand product.
One sample t-test compared to a standard of 4 showed in the above table, that all values are well
above then the critera and upper and lower limits fall within the threshold value of 4. Therefore ,
it can be concluded that green brand product perception has a significant relationship with the
customer intention to purchase.
Since, all variables (GPV1 to GPV 4) have a upper and lower limit well within the threshold
value of 4. So, we can conclude that GPV has signicant relationship with CPI.
Conclusion:
From the results of the above t-tests, for which results are shown in tables, it can be easily
concluded that green marketing has a significant relationship with customer intention to
purchase. So, we accept the hypothesis 1.

CORELATION

Correlations
CPI GBA1 GBA2 GBA3 GBA4
CPI Pearson Correlation 1 .352** .301 .312** .365*
N 640 640 640 640 640
**
GBA1 Pearson Correlation .352 1
N 640 640
GBA2 Pearson Correlation .301 1
N 640 640 640
**
GBA3 Pearson Correlation .312 1
N 640 640 640 640
*
GBA4 Pearson Correlation .365 .301** 1
N 640 640 640 640 640

Table shows that there is a complete correlation between CPI and Green brand
awareness. A positive correlation is found between customer intention to
purchase and green brand awareness. However, it can be seen that GBA4 has the
most association for CPI. So , we say that customer shows more intention to
purchase the product that
 Correlations
CPI GBI1 GBI2 GBI3 GBI4 Image
CPI Pearson Correlation 1 .303 .382** .362** .328**
N 640 640 640 640 640
GBI 1 Pearson Correlation .303 1
N 640 640 640 640 640
GBI 2 Pearson Correlation .382** 1
N 640 640 640 640 640
GBI 3 Pearson Correlation .362** 1
N 640 640 640 640 640
GBI 4 Pearson Correlation .328** *
1
N 640 640 640 640 640
**. Correlation is significant at the 0.01 level (2-tailed).

From the above table, it can be concluded that a complete positive correlation
exists between Green brand image and customer intention to purchase. However,
it can be seen that most of the customer purchases the product because they are
more environment friendl y. It can also be observed that customer have intention
to purchase because of green product brand promises has the least association,
but in all cases, they green brand image has a positive impact on customer
intention to purchase.
 Correlations
CPI GBT 1 GBT 2 GBT 3 GBT
CPI Pearson Correlation 1 .325** .374** .308** .364**
N 640 640 640 640 640
GBT 1 Pearson Correlation .325** 1
N 640 640 640 640 640
GBT 2 Pearson Correlation .374** 1

N 640 640 640 640 640

GBT 3 Pearson Correlation .308** 1

N 640 640 640 640 640

GBT 4 Pearson Correlation .364** 1

N 640 640 640 640 640

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

GBT 1 Green brand product ensures to address environmental

concerns.
GBT 2 Green brand products are considered to be more trustworthy.
GBT 3 Green brand product keeps promises and expectations intact.
GBT 4 Green brand product keeps the moral of the customer high.
CPI Consumer Intention to purchase

From the above table, it is clear that a positive correlation is established between green brand
trust and customer intention to purchase. The indicators that customer thank that green products
are more trust worthy as compared to other products seemed to be more associated with
customer intention to purchase. So, the trust that green products are more trust worthy as
compared to other products is the factor that has more association with the customer intention to
purchase. While trust that green brand product fulfills all the promises is although have a positive
association with customer intention to purchase, but it seems that it has the least association.
 Correlations
GPV
CPI GPV 1 GPV 2 GPV 3 4
CPI Pearson Correlation 1 .309** .364** .324** .304**
N 640 640 640 640 640
GPV 1 Pearson Correlation .309** 1
N 640 640 640 640 640
GPV 2 Pearson Correlation .364** 1
N 640 640 640 640 640
GPV 3 Pearson Correlation .324** 1
N 640 640 640 640 640
GPV 4 Pearson Correlation .304** 1

N 640 640 640 640 640

**. Correlation is significant at the 0.01 level (2-tailed).
GPV 1 Customer thinks that Green brand product as a more useful
product.
GPV 2 Customer think that green product is more environmental
friendl y as compared to other products.
GPV 3 Green brand product seemed to handled in more professional
manner.
GPV 4 I think Green product are reliable to fulfill the environmental
protection promises.

From the above table, it is clear that a positive correlation is established between green brand
perception and customer intention to purchase. The indicators that customer perception that
green products are more environmental friendly seemed to be more associated with customer
intention to purchase. So, the perception that green products are more environmental friendly is
the factor that has more association with the customer intention to purchase. While the percepton
that green brand product keep up all the promises associated with them, is although have a
positive association with customer intention to purchase, but it seems that it has the least
association.
000
Model R R Square Durbin-Watson
0.755929 0.571429
1 1.870

Table ?,, indicates that the model can explain 57 percent of variation in the dependet variables.
That is green brand image is able to explain 57 percent of customer intention to purchase a
product.

ANOVAb
Sum of
Model Squares df Mean Square F Sig.
1 Regression 4 13.95 .000a
300 60

Residual 225 635 430

Total 525 639

a. Predictors: (Constant), GBI 1, GBI 2, GBI 3, GBI 4

b. Dependent Variable: Customer intention to purchase (CPI)

From above table, it is established that the model is significant and able to explain the dependent
varibles, since the significant value is less that 5 percent.
 Coefficientsa
Standardized Collinearity
Unstandardized Coefficients Coefficients Statistics
Model B Std. Error Beta T Sig. Tolerance VIF
1 (Constant) 2.141 .225 9.498 .000
GBI 1 .009 .036 .009 .246 .806 .957 1.045
GGBI 2 .084 .039 .084 2.169 .030 .930 1.076
GGBI 3 .048 .034 .053 1.393 .164 .946 1.057

GGBI 4 .266 .036 .293 7.382 .000 .880 1.136

a. Dependent Variable: Customer intention to purchase (CPI)

CPI = 2.141 + .009 X1 + .084 X2 + .048 X3 + .266 X4

Model R R Square Durbin-Watson

1 .201a 0.741 1.877

Table ?,, indicates that the model can explain 71 percent of variation in the dependet variables.
That is green brand awareness is able to explain 57 percent of customer intention to purchase a
product.
 ANOVAb
Sum of
Model Squares Df Mean Square F Sig.
1 Regression 312 4 62.4 14.5 .000a

Residual 256 635 430

Total 568 639

a. Predictors: (Constant), GBA 1, GBA 2, GBA 3, GBA4

b. Dependent Variable: Customer intention to purchase (CPI)

From above table, it is established that the model is significant and able to explain the dependent
varibles, since the significant value is less that 5 percent.

Coefficientsa
Unstandardized Standardized Collinearity
Coefficients Coefficients Statistics
Model B Std. Error Beta t Sig. Tolerance VIF
1 (Constant) 2.415 .261 9.241 .000
GBA 1 .041 .039 .043 1.050 .294 .885 1.130

GBA 2 .118 .040 .118 2.965 .003 .950 1.053

GBA 3 .039 .039 .040 .989 .323 .932 1.074

GBA 4 .133 .045 .120 2.933 .003 .895 1.117

a. Dependent Variable: Customer intention to purchase (CPI)

CPI = 2.415 + .041 X1 + .118 X2 + .039 X3 + .0133 X4

Model R R Square Durbin-Watson
1 .350a 73.61 1.848

Table ?,, indicates that the model can explain 74 percent of variation in the dependet variables.
That is green brand trust is able to explain 74 percent of customer intention to purchase a
product.

ANOVAb
Sum of
Model Squares Df Mean Square F Sig.
1 Regression 4 12.932 .000a
278 55.6

Residual 235 635 430

Total 513 639

a. Predictors: (Constant), GBT 1, GBT 2, GBT 3, GBT 4

b. Dependent Variable: Customer intention to purchase (CPI)

From above table, it is established that the model is significant and able to explain the dependent
varibles, since the significant value is less that 5 percent.
 Coefficientsa
Unstandardized Standardized Collinearity
Coefficients Coefficients Statistics
Model B Std. Error Beta t Sig. Tolerance VIF
1 (Constant) 1.902 .209 9.102 .000
GBT 1 .127 .040 .141 3.179 .002 .702 1.424

GBT 2 .025 .046 .026 .540 .590 .591 1.691

GBT 3 .259 .042 .260 6.096 .000 .761 1.314

GBT 4 .053 .041 .051 1.291 .197 .889 1.125

a. Dependent Variable: Customer intention to purchase (CPI)

CPI = 1.902 + .127 X1 + .025 X2 + .259X3 + .053 X4

Model R R Square Durbin-Watson

1 73.47 53.99 1.887

Table ?,, indicates that the model can explain 54 percent of variation in the dependet variables.
That is green brand trust is able to explain 54 percent of customer intention to purchase a
product.

ANOVAb
Sum of
Model Squares Df Mean Square F Sig.
1 Regression 298 4 59.6 13.86 .000a

Residual 254 635 430

Total 552 639

a. Predictors: (Constant), GPV 1, GPV 2, GPV 3, GPV 4

b. Dependent Variable: Customer intention to purchase (CPI)
From above table, it is established that the model is significant and able to explain the dependent
varibles, since the significant value is less that 5 percent.

Coefficientsa
Unstandardized Standardized Collinearity
Coefficients Coefficients Statistics
Model B Std. Error Beta t Sig. Tolerance VIF
1 (Constant) 1.771 .220 8.050 .000
GPV 1 .257 .039 .259 6.538 .000 .881 1.135

GPV 2 .082 .040 .082 2.065 .039 .884 1.132

GPV 3 .063 .041 .061 1.535 .125 .867 1.153

GPV 4 .102 .038 .104 2.678 .008 .921 1.086

a. Dependent Variable: Customer intention to purchase (CPI)

CPI = 1.771 + .257 X1 + .082 X2 + .063X3 + .102 X4