Mapping of Demographic Profile of Customers vis-a-vis Preference for Green Food Products: A Study in and around Kolkata (India)

Since green products ensure safety and sustainability from health and environmental point of view, research on green products from consumers’ perspective has been the need of the hour. Considering this, our earlier researches have focused on identification and prioritization of factors influencing preferences for green products-both food and cosmetic products. It has been evidenced in many researches that the demographic profiles of the consumers matter in preferring anything. Thus, this study tries to establish whether there is any significant impact of demographic profile of the consumers on their preference towards green food products. Demographic profiles considered in this study are; age-group, gender, last grade of school completed, occupation, income and number of members in the household. In fact, the objective of this paper is to map demographic profile of consumers (on the above mentioned facets) with their preference by way of applying one-way ANOVA for the data obtained from the 400 respondents (green food product users) selected from Kolkata, India and in and around of it. The findings so obtained will certainly lend a hand to contrive for stretching the incidence and depth of usage of green food products focusing on influential facets of demographic profile of the consumers.