Mapping of Psychographic variables 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 psychographic variables influence the consumers’ preference for Green products. Thus, this study tries to establish whether there is any significant impact of the above mentioned psychographic variables on the consumers’ preference towards green food products. Psychographic profiles considered in this study are; Environmental Consciousness, Price Sensitivity, Innovativeness in buying products, Involvement in buying products and Health Consciousness. In fact, the objective of this paper is to map psychographic variables (on the above mentioned facets) with their preference by way of applying one-way ANOVA for the data obtained from 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 the psychographic variables.