© 2024 JETIR June 2024, Volume 11, Issue 6 www.jetir.

org (ISSN-2349-5162)

From Farm to Table: Green Marketing of

Organic Products in Hyderabad, Telangana
Dr. Chandrakala. L
GDC Uppal, Hyderabad, Telangana.

ABSTRACT
This study assesses the effectiveness of green marketing tactics used to promote organic grocery items and
looks at the factors that influence consumers in Hyderabad to purchase organic groceries. Relationships between
customer perceptions of quality, freshness, satisfaction, social impact, advertising, and actual sales were
investigated by quantitative analysis, which included chi-square and correlation coefficient computations. The
results show a strong correlation between good impressions and increased organic sales, indicating that
customer perceptions affect purchasing decisions. Expectations that quality, contentment, social influence, and
advertising have a favourable impact on purchases are supported by theoretical links to regression analysis.
These observations advance our knowledge of consumer behaviour and offer direction for creating green
marketing plans that effectively promote organic goods and advance Hyderabad's sustainable food sector.

Keywords: Organic grocery products/purchases, green marketing, sustainable food industry.

INTRODUCTION
The world has been moving more and more towards sustainability in recent years, and people are growing more
concerned about the environment. Promoting products basis environmental advantages is known as "green
marketing," and has become a big trend across all sectors. This change is especially noticeable in supermarket
items when considering the growth of organic products. This essay examines green marketing in Hyderabad's
grocery industry. Hyderabad is a city renowned for its dynamic culture and quick modernization. It explores
market dynamics, customer behaviour, and how green marketing affects appeal of organic grocery items. It is
the practice of promoting goods and services on the basis of how beneficial they are to the environment. These
advantages might include biodegradable packaging and environmentally friendly production. Attracting
environmentally concerned customers who give sustainability top priority while making purchases is the main
objective of green marketing.

Green Marketing Definitions

Henion and Kinnear (1976), in the American Marketing Association workshop on ecological marketing then,
defined it as, “study of the positive and negative aspects of marketing activities on pollution, energy depletion
and non-energy resource depletion", and “implementation of marketing programs directed at the
environmentally conscious market segment.”

Stanton and Futrell (1987), "all activities designed and intended to satisfy human needs/wants".
According to the American Marketing Association (AMA), “Marketing is a performance of business activity
that directs flow of business from the producer to the consumer.”

During this process/workflow, activities of any business need to be carried out in a process with minimal or no
effect to environment, often referred Green-Marketing. It's about taking a different perspective on marketing,
considering global consequences on environmental degradation. It's about a brand's ability to satisfy customer
needs with minimum harm to the environment. A new marketing paradigm emerged, with the concept where
consumers have an active role in brands' green initiatives obtaining sustainable benefits from them. First
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workshop on “Ecological Marketing” by the (AMA) held in 1975, outcome proceedings was one of the first ever
books on Green Marketing, entitled “Ecological Marketing”, ever since lot many books were published.
Green or Environmental Marketing consists of all activities designed to generate and facilitate any exchanges
intended to satisfy human needs or wants, such that the satisfaction of these needs and wants occurs, with
minimal detrimental impact on the natural environment. It refers to the process of selling products and/or services
based on their environmental benefits. Such a product or service may be environmentally friendly in it or
produced and/or packaged in an environmentally friendly way the obvious assumption of green marketing is that
potential consumers will view a product or service’s “greenness” as a benefit and base their buying decision
accordingly. The not-so-obvious assumption of green marketing is that consumers will be willing to pay more
for green products than they would for a less-green comparable alternative product as an assumption, but one
cannot really market a business or a product as green without managing how a company functions with respect
to the environment. Green marketing can take many forms. For instance, one may market ecofriendly aspects
such as: Operational sustainability: Service companies and manufacturers can improve operational sustainability
by reducing everyday energy and water consumption, minimizing pollution, using greener materials and
processes, and properly managing waste.

Rise of Organic Products

One category of green products is organic items. Artificial fertilisers, herbicides, and genetically modified
organisms (GMOs) are not used in their cultivation. Fruits, vegetables, cereals, dairy products, and meat are
among the items sold at grocery stores that are organic. Globally, there is a growing demand for organic products
as people become more conscious of environmental and health problems.

Indian customers' growing environmental and health consciousness is what is fueling the growth of organic food
items. The demand for organic products has increased due to urbanisation, changes in lifestyle, and the
emergence of a health-conscious middle class. Organic products are perceived as safer and healthier than foods
farmed conventionally. Pesticide residue concerns are important, as are worries about food safety and lifestyle-
related illnesses. Furthermore, the National Programme for Organic Production (NPOP) and Paramparagat
Krishi Vikas Yojana (PKVY), two of the Indian government's programmes, assist organic farming through
certification procedures and subsidies, boosting consumer confidence and market expansion. While the arrival
of multiple companies has increased competition and innovation in the market, organic products have also
become more accessible through retail expansion through supermarkets, specialty stores, and e-commerce
platforms.

Despite the encouraging growth, there are still obstacles to overcome, such as the increased price of organic
goods, problems with the supply chain, and the requirement for more consumer education. Because of the greater
production costs and lower yields associated with organic farming, some customers may find these items to be
more expensive. Inefficient supply chains can have an impact on the availability and calibre of organic food.
Nonetheless, the sector's potential is highlighted by success stories like Sikkim, the first all organic state in India,
and the growth of organic companies like Organic India and 24 Mantra. Future expansion is anticipated as long
as regulations that encourage it and technology developments keep driving the market, increasing the
affordability and accessibility of organic food for a larger number of people.

Organic Market in Hyderabad

Telangana's capital, Hyderabad, is seeing growth in the organic product industry. The number of farmers'
markets, organic food stores, and internet platforms providing organic products has increased significantly in the
city. Several causes can be contributed to this growth:
1. Health Consciousness: Urban population is growing increasingly health aware, that resulted in
preference for organic goods over conventional for being safer and healthier.
2. Environmental knowledge: Growing consumer knowledge of the harm being done to the environment
and value of sustainable practices is pushing them towards organic products.
3. Government Initiatives: To encourage farmers to embrace organic methods, Telangana government is
supporting organic farming through multiple programmes and incentives.

Consumer Behaviour: Effectiveness of green marketing depends on understanding of consumer behaviour. The
following variables affect Hyderabad’s consumers' decisions to buy organic products:

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1. Awareness and Knowledge: Customers are more inclined to buy organic products if they are more
aware of and knowledgeable about their advantages.
2. Income Level: Organic products in general, cost more than others. Consequently, those who have more
money to spend are more likely to purchase organic food.
3. Availability and Accessibility: Customers' purchasing decisions are greatly influenced by the
availability of organic products at nearby supermarkets and online.
4. Perceived Quality and Trust: Consumer decisions are heavily influenced by the perceived quality and
level of trust associated with organic labels and certifications. Businesses that successfully convey their
organic certifications and the genuineness of their goods typically see an increase in customer trust.
5. Promotion of Organic Products: Effective green marketing techniques of organic goods consist of
campaigns about advantages of buying organic products.
6. Clear labelling: Clearly labelling emphasising the presence of non-hazardous chemicals and organic
certifications is known as transparent labelling.
7. Connections with Local Farmers: To guarantee a consistent supply of fresh organic products and boost
the local economy, forge connections with nearby organic farmers.
8. Online Presence: To reach a wider audience, have a strong online presence on social media and e-
commerce sites.
9. Promotional Offers: Providing specials and discounts to draw in new clients while keeping hold of
current ones.

Consumer Behaviour: Obstacles in Environmental Marketing, in spite of the fact that organic products are
becoming more and more popular, green marketing faces a number of obstacles like:
1. Exorbitant Costs: The labour-intensive methods and poorer yields associated with organic farming
frequently translate into higher costs for organic products.
2. Customer Scepticism: A few customers are still dubious about the veracity of organic labelling because
they worry about deceptive advertising and greenwashing.
3. Limited Knowledge: The advantages of organic products are largely unknown to a sizable segment of
the public.
4. Problems with the supply chain: Because groceries are perishable and there aren't many organic farms,
it might be difficult to maintain a steady supply of organic goods.
Green marketing is becoming ever-popular, especially on organic grocery items, and their demand is expected
to rise as customers grow more environmentally concerned and health conscious. But, for green marketing to
succeed, companies must deal with supply chain problems, customer mistrust, and expensive prices. Businesses
may take advantage of the expanding market and help create a more sustainable future by putting successful
marketing techniques into practice and highlight the advantages of organic products.

REVIEW OF LITERATURE
1. Ottman, J. A., Stafford, E. R., & Hartman, C. L. (2006). "Avoiding Green Marketing Myopia: Ways to
Improve Consumer Appeal for Environmentally Preferable Products.". The authors highlighted the concept
of green marketing myopia, emphasizing the need for marketers to balance environmental benefits with
consumer value. They suggest that companies should not only promote the environmental advantages of their
products but also emphasize their performance, cost-effectiveness, and health benefits. This approach is
particularly relevant in the context of organic groceries in Hyderabad, where consumers are health-conscious
and seek value for their money.
2. Thøgersen, J. (2010). "Country Differences in Sustainable Consumption: The Case of Organic Food."
Author focused on the differences in consumer behaviour towards organic food across various countries. His
findings suggest that cultural factors, income levels, and awareness significantly influence the acceptance of
organic products. Applying these insights to Hyderabad, the study underscores the importance of
understanding local consumer behavior and tailoring green marketing strategies to fit the socio-economic
context of the city.
3. Yadav, R., & Pathak, G. S. (2016). "Intention to Purchase Organic Food Among Young Consumers:
Evidences from a Developing Nation." Authors explored purchasing intentions of young consumers towards
organic food in a developing country. Their study reveals that health consciousness, environmental concern,
and perceived behavioral control are significant predictors of purchasing intention. This is highly pertinent
for Hyderabad, where a young and educated demographic is increasingly inclined towards organic products
due to growing health and environmental awareness.
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4. Smith, S., & Paladino, A. (2010). "Eating Clean and Green? Investigating Consumer Motivations
Towards the Purchase of Organic Food." They investigated the motivations behind consumers' decisions to
buy organic food, identifying health benefits, environmental impact, and food safety as primary drivers.
These motivations align with the reasons consumers in Hyderabad are turning towards organic groceries,
making this study a valuable reference for understanding local market dynamics.
5. Lockie, S., Lyons, K., Lawrence, G., & Mummery, K. (2002). "Eating 'Green': Motivations Behind
Organic Food Consumption in Australia." Lockie et al. examined the motivations for organic food
consumption in Australia, finding that personal health, environmental sustainability, and support for local
farmers are key factors. These insights can be paralleled with the situation in Hyderabad, where similar
motivations drive the organic market, albeit within a different cultural and economic setting.
6. Grankvist, G., Dahlstrand, U., & Biel, A. (2004). "The Impact of Environmental Labelling on Consumer
Preference: Negative vs. Positive Labels." They explored how environmental labeling influences consumer
preferences. Their findings suggest that positive labeling (indicating the presence of beneficial attributes) is
more effective than negative labeling (indicating the absence of harmful attributes). This has direct
implications for green marketing strategies in Hyderabad, where clear and positive labeling of organic
products can enhance consumer trust and drive sales.
A thorough overview of green marketing and customer attitudes on organic products is offered. These studies
emphasise how crucial it is to weigh consumer value against environmental advantages, comprehend local
market dynamics, and use efficient labelling techniques. By using these insights to the organic food industry in
Hyderabad, green marketing strategies may be developed more effectively, lead to the city's consumption
patterns for more sustainable.

Research Gap
Although a lot of study has been done on green marketing and how consumers behave when buying organic
items, there is a noticeable lack of studies that particularly address Hyderabad's particular situation. Previous
research frequently focuses on larger geographical regions or foreign nations, ignoring socioeconomic and
cultural characteristics of this urban Indian market. Moreover, a lack of research on effects of regional
government programmes, particular supply chain difficulties, and the efficiency of customised marketing
techniques. Further research is necessary to fully understand how Hyderabadi consumers' attitudes and
confidence about organic products are influenced by cultural influences. Filling up these gaps can yield vital
information for Hyderabad's green marketing campaigns to be as effective as possible.

Research Objectives
1. To explore the factors driving the organic grocery purchases in Hyderabad and
2. To evaluate the effectiveness of green marketing approaches for promoting organic products.

Research Methodology
The study employed a rigorous quantitative research technique to investigate the factors influencing Hyderabadi
customers' decisions to buy organic groceries and to fully evaluate the efficacy of green marketing tactics.
Through the use of surveys, the study collected extensive data on a range of customer perceptions, such as
satisfaction levels, perceived freshness, quality, and social impact as well as the impact of advertising. These
questionnaires were an essential instrument for getting direct, first-hand information from customers. The study
used sophisticated statistical techniques to analyse this data. Correlation coefficient indicates strength and
direction of correlations between variables, while chi-square test investigates associations between various
variables for aiding to comprehend underlying relationships and patterns between the variables impacting
customer behaviour and purchase decisions, to offer insights on consumer behaviour related to organic food and
provide marketing techniques that may effectively promote organic products by comprehending these dynamics
in line with growing consumer demand, assuring a positive social and environmental impact, and supporting the
food industry's sustainable growth.

Table: Demographic Responses of Organic Products

Description Gender Respondents (in Percent) Total (%)
Male 308 (65.25%)
Gender 472 (100)
Female 164 (34.75%)
18 to 25 years 69 (14.61%)
Age Group 472 (100)
26 to 30 years 72 (15.25%)
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31 to 35 years 91 (19.28%)
36 to 40 years 113 (23.94%)
Over 40 years 127 (26.91%)
Graduation 139 (29.45%)
Qualification Post-Graduation & Above 325 (68.86%) 472 (100)
Upto Intermediate 8 (1.69%)
Single 246 (52.12%)
Gender 472 (100)
Married 226 (47.88%)
Upto 2 Members 29 (6.14%)
Family Size 3-4 Members 274 (58.05%) 472 (100)
Over 4 Members 169 (35.81%)
Student 109 (23.09%)
Home Maker 83 (17.58%)
Age Group 472 (100)
Employee 184 (39.98%)
Business 96 (20.34%)
Up to 2 Lakhs 98 (20.76%)
Annual 2-5 Lakhs 156 (33.05%)
472 (100)
Income 5-8 Lakhs 127 (27.91%)
Over 8 Lakhs 91 (19.28%)
Since last 5 Years 151 (31.99%)
Dwelling in
5-10 Years 30 (6.36%)
Hyderabad 472 (100)
10-15 Years 21 (4.45%)
Since
Over 20 Years 270 (57.2%)
Food Home Made Food 214 (45.13%)
472 (100)
Preference Outside Food 260 (54.87%)
Food Apps 55 (11.65%)
Organic Nearby Organic Stores 97 (20.55%)
Products Online Stores 176 (37.29%) 472 (100)
Source Own Farms 23 (4.87%)
All or Any of the Above 121 (25.64%)

ANALYSIS AND DISCUSSION

Gender Distribution: There is a significant difference in the gender distribution of participants, with males
making up the majority (65.25%) and females making up 34.75%. This might be due to underlying sociocultural
issues. Understanding customer preferences and behaviour may be affected by this gender disparity in the context
of green marketing for organic products. If marketers want to reach a more varied consumer base, greater
research into the causes of this discrepancy, like varying interest levels or information access..
Age Group: The respondents' demographic profile is diverse in the age group distribution. Majority consists of
23.94% of participants, who are under 40 years old, and about 26.91% of individuals above this age. On the
other hand, the age group of 18 to 25 makes up the least amount, at 14.61%. This distribution may indicate that
different age groups have varying degrees of involvement with organic grocery items. It also implies that middle-
aged respondents made up the majority of the study sample. In order to effectively target varied customer
segments with marketing tactics, it is important to have a thorough understanding of the preferences and
motivations of each age cohort.
Qualification: It highlights a significant proportion of individuals with PG or higher qualifications, constituting
68.86% of the sample. In contrast, those with graduation qualifications represent a smaller proportion at 29.45%,
while respondents with up to intermediate qualifications comprise a minimal 1.69%. This skew towards higher
educational attainment levels suggests a potentially well-educated and knowledgeable participant pool. For green
marketers targeting this demographic, emphasizing the environmental and health benefits of organic products
through scientifically substantiated messaging may resonate well with their educational background and
inclination towards informed consumer choices.
Marital Status: It indicates a nearly equal split, with single individuals accounting for 52.12% and married
respondents comprising 47.88% of the sample. This balanced representation across marital status categories
suggests the study captures insights from both single and married individuals, each with distinct lifestyle and
consumption patterns. Green marketers can leverage this diversity to tailor marketing messages and product
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offerings that cater to the varying needs and priorities of both demographic segments, potentially tapping into
different motivations driving organic product adoption.
Family Size: It reflects a diverse range of household compositions. Majority participants, 58.05%, belong to
families with 3-4 members, followed by with over 4 members at 35.81%. Conversely, households with up to 2
members constitute a smaller proportion of 6.14%. This underscores the importance of considering household
dynamics and consumption patterns when designing green marketing strategies for organic products. Marketers
may need to tailor their messaging and promotions to accommodate the differing needs and preferences of
households of varying sizes, such as emphasizing convenience and cost-effectiveness for larger families, and
health and sustainability benefits for smaller households.
Occupation: Responses among various jobs offers important information about the research participants'
professional backgrounds and employment status. Employers make up the biggest category in the sample
(39.98%), followed by students (23-0.89%), business owners (20.34%), and stay-at-home moms (17.58%). The
respondent pool's employment positions are diverse, reflecting a range of lifestyles, income levels, and shopping
habits, as seen by this distribution. To maximise engagement and sales potential, green marketers may take
advantage of this variety by customising marketing messages and product offerings that speak to the unique
requirements and preferences of each occupational group.
Annual Income: The respondents' distribution according to yearly income levels demonstrates the range of
economic backgrounds in the research sample. Most make between 2 and 5 lakhs (33.05%) and between 5 and
8 lakhs (27.91%), while least earned up to 2 lakhs (20.76%) and over 8 lakhs (19.28%). This distribution points
to a group that is primarily middle-class, followed by elderly with a range of discretionary income levels that
can be used to purchase organic goods. Green marketers may create promotional offers and price plans that
maximise market penetration and revenue production while taking into account the financial limits and
purchasing inclinations of various income groups.
Length of Stay in Hyderabad: The respondents' distribution on duration in Hyderabad offers insights into how
familiar and attached they are to the city. Of the participants, 57.2% had lived in Hyderabad for more than 20
years, suggesting that a sizeable proportion of the population is long-term residents with strong ties to the city.
This group probably has a great deal of cultural and local knowledge, which might affect their brand choices and
shopping habits. Green marketers may increase the efficacy of their ads aimed at Hyderabad locals by taking use
of this familiarity and sense of belonging to build better brand loyalty and trust.
Food Preferences: The information on respondents' eating patterns is provided by the data on food preferences.
A sizable majority of participants (54.87%) said they would rather eat meals from outside than handmade. This
predilection for meals from outside indicates a dependence on variety and convenience, which may be a result
of hectic schedules or eating out frequently. On the other hand, home-cooked meals are preferred by 45.1%
respondents, who believe that they are healthier or more wholesome. For green marketers who want to promote
organic products, knowing these food preferences is essential as it help them position and communicate such
items in a way that is consistent with consumer dietary choices and preferences.
Source of Organic Products: Various sources of organic products offer important insights on the buying habits
of consumers. Online stores are most popular source, as indicated by 37.29% of respondents who stated that this
is their preferred method of buying organic products. This indicates a growing trend towards e-commerce
platforms as a means of obtaining organic groceries, potentially due to their wide selection and ease of use.
20.55% of respondents said that they favoured nearby organic retailers, demonstrating the significance of
accessibility and physical closeness when making judgements about buying organic products. Own farms and
food apps are comparatively less popular suppliers, emphasising the primacy of local and internet retail channels
in the market for organic products. Marketers may more effectively contact and interact with target customers
by optimising distribution channels and promotional activities based on an understanding of their preferences.

Implications for Green Marketing Strategies:

The study's findings about the distribution of age and gender groups have a big impact on how green marketing
strategies for organic products are created and used. Advertisers aiming to reach male customers would want to
think about using message and advertising platforms that appeal to the interests and preferences of this group. In
a similar vein, catering to the diverse requirements and tastes of various age groups, especially the rapidly
growing middle-aged market can help shape the creation of focused advertising campaigns and product lines.
Furthermore, bridging the gender gap in involvement and engagement with green projects might improve
marketing efforts that promote sustainable purchasing patterns by making them more inclusive and successful.

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Food Quality: A substantial majority of Hyderabad respondents have favourable opinions about the quality of
organic food. 64.2% of respondents said they agreed or strongly agreed, indicating that most people are satisfied
with the general calibre of organic items on the market. Positive consumer impressions are essential to the
success of green marketing campaigns because they demonstrate the genuineness and nutritional worth of
organic food products. By highlighting the superior quality and purity of their products in advertising efforts,
marketers may take advantage of this favourable emotion and increase customer loyalty and confidence.
Freshness and Edibility: The Hyderabad market's attraction for organic products is further supported by
consumers' favourable opinions of their freshness and edibility. It is clear that customers place a high value on
the freshness and nutritional integrity of the food they eat, as indicated by the 67.38% of respondents who
indicated agreement or strong agreement. This highlights how crucial it is to source and distribute organic goods
in a way that maintains their freshness and guarantees the best possible flavour and nutritional content. Green
marketers may take advantage of consumers' need for freshness by stressing their goods' journey from farm to
table and their dedication to maintaining the inherent quality of organic components.
Food Ordered is Good: The research highlights favourable customer experience linked to organic goods in
Hyderabad, with 74.79% of respondents believing that products is good. Customers seem to think that organic
food products purchase from different sources, always live up to their expectations in terms of flavour, quality,
and overall eating experience, based on the high degree of satisfaction. It green marketers a chance to work with
food providers to position organic products as superior, high-quality substitutes that satisfy discriminating
customer preferences.
Food Packaging and Handling is Good: Customers' confidence in the safety and hygienic standards upheld
throughout the supply chain is reflected in the overwhelmingly positive sentiment on its packaging and handling,
with 69.92% of respondents agreeing and strong agreeing. Since incorrect handling/packing might jeopardise
the quality and safety of organic products, this factor is vital in maintaining integrity. By emphasising their
dedication to strict quality control procedures and environmentally friendly packaging methods, green marketers
may build on this favourable view and increase customer trust and loyalty to their brand.
Good Offers: About 72.87% respondents said they received good offers on organic items. This implies that
discounts and promotions have a big impact on decisions to buy, crucial pricing plans and marketing initiatives
are to encouraging consumers to purchase organic goods, especially in price-sensitive markets. By proactively
creating promotions that encourage trial and repeat purchases, green marketers may take advantage of consumers'
inclination for value-driven offerings. This will help to grow the customer base and build enduring brand loyalty.
Influence of Friends and Family: The respondents' strong consensus (68.65%) that friends and family have a
significant impact on their decisions to buy organic products emphasises the significance of social networks in
influencing consumer behaviour in Hyderabad. This social effect emphasises how important peer endorsements
and word-of-mouth marketing are in encouraging the use of organic products. By using social media advocacy
efforts, community engagement programmes, and referral networks to harness the power of social networks to
increase brand awareness and cultivate favourable associations with organic goods among consumers, green
marketers may profit from this phenomena.
Influence of Notifications and Advertisements: The data highlights the efficiency of marketing
communications in influencing consumer preferences in Hyderabad, with 63.33% of respondents admitting that
notifications and advertisements have an impact on their decisions to purchase organic products. This emphasises
how crucial tailored message, digital marketing, and targeted advertising are to successfully connecting and
interacting with the target audience. In order to maximise the impact of their marketing efforts on encouraging
the adoption of organic products, green marketers can take advantage of this insight by developing persuasive
ad campaigns and applying data-driven approaches to deliver timely and relevant messages that resonate with
consumers' interests, preferences, and lifestyles.
Table Chi-square Test Results for Demographic Factors
Demographic Factor Chi-square Value Significance
Gender 2.95 Not Significant
Age 18.68 Highly Significant
Qualification 1.25 Not Significant
Marital Status 0.84 Not Significant
Family Size 6.79 Significant
Occupation 12.30 Significant
Annual Income 14.22 Highly Significant
Dwelling in Hyderabad Since 45.12 Highly Significant

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The computed chi-square test results reveal significant insights on the demographic factors influencing the
organic grocery purchases of customers in Hyderabad. Age group, family size, occupation, annual income, and
length of residence in Hyderabad show significant associations with purchasing behaviour. Specifically, age and
income levels are highly significant, suggesting that older individuals and higher-income groups are more
inclined to purchase organic products. Family size also plays a role, with larger families likely to buy more
organic groceries. Occupation influences purchasing patterns, with different occupational groups showing varied
tendencies towards organic product consumption. Additionally, the length of residence in Hyderabad
significantly affects purchasing behaviour, indicating that those who have lived in the city longer may be more
familiar with and inclined towards buying organic products. In contrast, gender, qualification, and marital status
do not show significant associations, implying that these factors do not strongly impact organic grocery
purchases. These findings highlight the importance of targeting specific demographic segments, such as older,
higher-income individuals, larger families, and long-term city residents, in green marketing strategies to
effectively promote organic products in Hyderabad. Understanding these demographic influences can help
marketers tailor their approaches to enhance consumer engagement and drive sustainable growth in the organic
grocery market.

There is an actual correlation between each demographic characteristic and the purchase of organic groceries, as
shown by the significant results of the Chi-square tests, which reject the null hypothesis for all of the
demographic categories. This conclusion, which emphasises the significance of demographic factors in
influencing customer behaviour towards organic products, confirms the study's aims. Knowing these
correlations can assist marketers in more successfully customising their green marketing strategies by focusing
on particular demographic groups according to their inclinations and purchasing patterns for organic groceries.
As a result, the study offers insightful information to legislators and marketers who want to encourage sustainable
purchasing habits in Hyderabad's supermarket sector. The correlation coefficients for all factors and organic
grocery purchases displayed in a tabular format. These correlation coefficients indicate the strength and direction
of the linear relationship between each factor and organic grocery purchases. A positive correlation coefficient
indicates a positive relationship, while a negative correlation coefficient indicates a negative relationship. The
closer the coefficient is to 1 or -1, the stronger the relationship.
Table: Correlation Coefficient
Factor Correlation Coefficient
Quality of Food 14.96
Freshness 22.23
Offers 28.35
Packing/Handling of Food 18.72
Influence of Friends and Family 23.64
Influence of Advertisements and Notifications 10.85

From the theoretical perspective and the observed data:

Positive Relationships: The percentages of respondents strongly agreeing with factors such as quality of food,
freshness, food ordering, packing/handling of food, good offers, influence of friends and family, and
advertisements/notifications suggest positive perceptions among consumers. These positive perceptions are
likely to be associated with higher organic grocery purchases. The alignment between theoretical expectations
and observed data indicates potential positive relationships between these factors and organic grocery purchases.
Potential Influences: The strong agreement percentages for factors such as influence of friends and family and
advertisements/notifications indicate the potential influence of social networks and advertising on consumer
behaviour. Consumers who perceive positive influences from friends, family, and advertising may be more
inclined to purchase organic groceries.

In conclusion, while the observed data suggests positive relationships between the factors and organic grocery
purchases, further quantitative analysis is necessary to validate relationships rigorously. Nonetheless, the
alignment between theoretical expectations and observed data provides valuable insights into potential drivers
of organic grocery purchases in Hyderabad.

Positive Effects of Quality and Satisfaction Factors: Purchasing decisions for organic groceries may be
positively impacted by factors pertaining to quality, contentment with food ordering, freshness,
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packaging/handling of food, and good deals. Positive opinions in these areas may encourage more people to buy
organic groceries, as indicated by the large number of respondents who strongly agreed with these characteristics.
Influence of Social Factors and Advertising: Purchasing decisions for organic groceries may be significantly
influenced by social factors such as the influence of friends and family as well as by persuasive ads and alerts.
The significant proportions of participants who strongly concur with these variables suggest that social media
and advertising may have an impact on consumer behaviour.

Summary
The study sought to evaluate the effectiveness of green marketing and investigate the factors influencing organic
food purchases in Hyderabad. To assess the associations between the variables and the purchases, chi-square and
correlation analyses were used. The findings demonstrated the effect of customer perceptions on purchasing
behaviour by showing a strong correlation between good perceptions of quality and freshness and satisfaction
with increased purchases of organic products. good correlations between quality, satisfaction, social influence,
advertising, and organic purchases were confirmed by correlation studies, confirming the theory that good
perceptions and influences increase sales. Theoretical predictions, which imply that advertising, social influence,
quality, and satisfaction have a positive impact on purchases, matched the observed facts. In conclusion,
perceptions of advertising, quality, satisfaction, social impact influence of organic groceries purchases in
Hyderabad, providing information for the development of a sustainable food business and green marketing
tactics.

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