Green Consumer Behavior Analysis - Case Study Example

Report On "Green" Consumer Behavior [School] Number] September 8, Outline of the Questions Answered and Topics Outline of the Questions Answered and Topics 2 Introduction: The General Demographics of the Data Collected 3 1.The Respondent’s Duration of Stay in Canada 3 2.Respondents RRU Degree Course 4 3.Age of Respondents 7 Question 1: What is the Frequency of Consumption of “Green” Products? 9 1.The Frequency and Percentages of Consumption of Various Fruit Categories in the Past 2 Months 9 2.The Frequency and Percentages of Consumption of Various Vegetable Categories in Past 12 Months 10 Question 2: What is the Average Cost Incurred in in Purchasing “Green” Products per House Hold per Week? 12 1.The Amount (In $) Spent on Grocery Store per Household per Week 12 Question 3: What is the Currently Most Commonly Consumed “Green” Product? 13 Conclusion 13 "Green" Consumer Behavior in Canada Introduction: The General Demographics of the Data Collected It is worth noting first that the target population of this study was RRU students only. 1. The Respondent’s Duration of Stay in Canada Actual Question: How long have you lived in Canada? _____ years ______ months Do not live in Canada _______ Outcome: NOTE: The data given was converted to months According to Histogram 1 above: the mean duration of Respondent’s stay in Canada is 32 months, thus, one and a half years, and this is not surprising because the majority of the respondents came from the ISC students, and they were 1 and 2 year students. This duration can be considered relatively long enough for the respondents to adapt to the “green products” consumption culture in Canada, thus their views can give the prevailing circumstance concerning this research topic. All the respondents were RRU students staying in Canada. 2. Respondents RRU Degree Course Actual Question: What program are you studying? Outcome: Table 1: Respondent’s Respective RRU Degree Courses Frequency Percent Valid Percent Cumulative Percent Valid BACom 2 3.0 3.0 3.0 BATour 10 15.2 15.2 18.2 BBA 3 4.5 4.5 22.7 BCom 2 3.0 3.0 25.8 ISC 39 59.1 59.1 84.8 MATour 2 3.0 3.0 87.9 MGlobal 7 10.6 10.6 98.5 PMP 1 1.5 1.5 100.0 Total 66 100.0 100.0 From Table 1 above: an overwhelming majority of the respondents take ISC, thus, 59.1%. Pie Chart 1 above, expresses how overwhelming the respondents take ISC course, hence, from Histogram 1, Table 1 and Pie Chart 1 above, it is imperative that the data in this study mainly represents the views of the RRU ISC course students, who live in Canada. 3. Age of Respondents Actual Question: Please tell me your age. _____ years Outcome: Table 2: Age Distribution of the Respondents in Years Frequency Percent Valid Percent Cumulative Percent Valid 18 4 6.1 6.1 6.1 19 8 12.1 12.1 18.2 20 3 4.5 4.5 22.7 21 12 18.2 18.2 40.9 22 3 4.5 4.5 45.5 23 5 7.6 7.6 53.0 24 9 13.6 13.6 66.7 25 5 7.6 7.6 74.2 26 3 4.5 4.5 78.8 27 3 4.5 4.5 83.3 28 1 1.5 1.5 84.8 29 3 4.5 4.5 89.4 31 1 1.5 1.5 90.9 32 1 1.5 1.5 92.4 36 1 1.5 1.5 93.9 37 1 1.5 1.5 95.5 38 1 1.5 1.5 97.0 39 1 1.5 1.5 98.5 45 1 1.5 1.5 100.0 Total 66 100.0 100.0 From Table 1 above: 13.6% of the respondents are 24 years, 18.2% 21 years, and 12.1% are 19 years, and these three represents the majority of the respondents. From Histogram 2: the mean age of the respondents is 24 years (Approximated from the actual calculated mean of 24.09). It is imperative that the majority of the respondents are youth, thus, the views in this study mainly reflects the youthful views on “green products” consumption. This observation is supported with the outcome represented in Table 2 above. Question 1: What is the Frequency of Consumption of “Green” Products? 1. The Frequency and Percentages of Consumption of Various Fruit Categories in the Past 2 Months Actual Question: In the past 2 months, which of the following best describes how frequently you have purchased the following categories of fruit? Local Organic Fair Trade Every Week Every Month I did not purchase Outcome: Table 2: The Frequency and Percentage Consumption of Various Categories of Fruit Local Fruit Organic Fruit Fair Trade Fruit Count Table Total N % Count Table Total N % Count Table Total N % Monthly 17 25.8% 23 34.8% 19 28.8% Never 12 18.2% 27 40.9% 38 57.6% Weekly 37 56.1% 16 24.2% 9 13.6% From Table 2 above most outstanding outcome is: 56.1% of local fruit is consumed weekly against 24.2% of Organic Fruit and 13.6% of Fair Trade Fruit. Thus, in the past 2 months Local fruits had the highest weekly consumption rate, followed by Organic and Fair Trade was the least consumed. It is also very important to highlight that 40.9% have never consumed Organic Fruits, and only 34.8% consume Organic Fruits Monthly. NOTE: The percentage total of the number of the table 2. The Frequency and Percentages of Consumption of Various Vegetable Categories in Past 12 Months Actual Question: In the past 12 months, which of the following best describes how frequently you have purchased the following categories of vegetables? Local Organic Fair Trade Every Week Every Month I do not purchase Outcome Table 3: The Frequency and Percentages of Consumption of Various Vegetable Categories in Past 12 Months Local Vegetables Organic Vegetables Fair Trade Vegetables Count Table Total N % Count Table Total N % Count Table Total N % Monthly 17 25.8% 23 34.8% 11 16.7% Never 10 15.2% 27 40.9% 42 63.6% Weekly 39 59.1% 16 24.2% 13 19.7% From table 3 above, it is very outstanding that 59.1% of the respondents consumed Local Vegetables in the past 12 months, 24.2% Organic Vegetables, and 19.7% for Trade Fair Vegetables. However, 34.8% consume Organic Vegetables monthly, against 25.8% and 16.7% for Local and Trade Fair Vegetables respectively. This question has two aspects; the immediate past (in the past two months) or rather currently, and the long term past (in the past 12 months). The indication of this is presented in Table 2 and Table 3 above, only 24.2% of the of the Respondents have been consuming Organic Fruits weekly, in the past 12 months, and 34.8% monthly, while the consumption of Organic Vegetables weekly in the past 12 months stands at 24.2% weekly and 34.8% monthly. It is therefore accurate according to observe that: Both the trends of consumption of Organic Fruits and Vegetables in the past 12 and 2 moths are the same Majority of the respondents consume Organic Fruits or Vegetable monthly at 34.8% rate, and rarely at consume it weekly at 24.2%. The best alternatives for Organic Fruit and Vegetable consumption are Local Fruits and Vegetables. Question 2: What is the Average Cost Incurred in in Purchasing “Green” Products per House Hold per Week? 1. The Amount (In $) Spent on Grocery Store per Household per Week Actual Question: Please estimate how much your household spends on average each week shopping at the grocery store? Amount spent $ Outcome The mean cost spent by a single household on grocery per week is $200.68. Question 3: What is the Currently Most Commonly Consumed “Green” Product? Table 4: Frequency and Percentage Consumption of Organic Fruit Frequency Percent Valid Percent Cumulative Percent Valid Monthly 23 34.8 34.8 34.8 Never 27 40.9 40.9 75.8 Weekly 16 24.2 24.2 100.0 Total 66 100.0 100.0 Table 5: Frequency and Percentage Consumption of Organic Vegetable Frequency Percent Valid Percent Cumulative Percent Valid Monthly 23 34.8 34.8 34.8 Never 27 40.9 40.9 75.8 Weekly 16 24.2 24.2 100.0 Total 66 100.0 100.0 Table 8: Frequency and Percentage Consumption of Organic Meat Frequency Percent Valid Percent Cumulative Percent Valid Monthly 14 21.2 21.2 21.2 Never 36 54.5 54.5 75.8 Weekly 16 24.2 24.2 100.0 Total 66 100.0 100.0 The summary of the outcome presents in question 3 is that most consumed green product weekly amongst the study population is fruit at 56.06%, followed by organic vegetable and meat at 24.24%. Conclusion In conclusion, the three questions successfully expose the “green products” consumption behavior. The respondents have preference to traditional organic products, namely fruits and vegetables, because, these two categories of green products have the most consumption weekly or monthly compared to other products. The general consumption of green products is very low, given the fact that the resultant percentage is far below the 50% mark. In an attempt to give some comparison we can highlight that, there is a cost factor involved in determining green product consumption, this is because, despite the low green products consumed, there is relatively high cost incurred on them per week. This mainly indicate that they are very costly, compared to other categories of the same food type. In concluding remarks, the data collected calls for more sensitization remarks, the data collected calls for formulation of applicable ways to increase the consumption of green products, and this is to optimize their benefits that have been highlighted by earlier conducted research. Read More