1

Green Shade of Young Customers of Passenger

Cars in Delhi & NCR - A Study of Consumer
Attitude Towards Green Cars

Ms. Parul Gupta1

Department of management studies

Army Institute of Management & Technology,

Greater NOIDA-201306(U.P.), India

Email – parulvishalgupta@yahoo.co.in

Phone No. - 919250500956

1
Senior Faculty Marketing Area

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Abstract

The automobile has probably done more to shape the character of 21st-century India than any
other piece of technology. It has liberated the average person from the limitations of time and
place, opening up new opportunities and offering new experiences. More significantly, it is one
of the pivotal elements of our economy. No wonder, then, that Indians have made the car such a
central fixture of their lives. But the automobile also affects the environment in many ways. Cars
and their associated infrastructure use resources, consume energy, and emit pollutants on a
substantial scale. The car presents a special kind of environmental dilemma.

The present empirical study is conducted to record and measure consumer attitude towards green
cars and green practices of passenger car manufacturers. This study defines three aspects of
consumer’s attitude, those are, Effective, Cognitive and Behavioral response of target
consumers. The results of Factor Analysis applied on the primary data collected from 250
sample units brings a new shade of young consumers in light that is GREEN. The younger
consumer segment of passenger cars in Delhi & NCR is found to be greener having highly
positive Effective and Cognitive scores but little weaker scores on Behavioral aspects. Thus
study concludes that young consumers of passenger cars carry a more positive attitude for green
practices and green cars on all three scales those are perceptual and emotional while elder
consumers were found to be aware of environmental problems caused by passenger cars thus
scoring reasonably good on perceptual scale but less promising scores on emotional and
behavioral scales.

Key Words

1. Effective Attitude - Sympathetic nervous system responses, verbal statements

of effect.
2. Cognitive Attitude - Perceptual responses, verbal statements of belief.
3. Behavioral Attitude - Overt actions Verbal Statement occurring behavior.
4. Factor Analysis - An effective tool for Data Summarization.

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Introduction

The automobile has probably done more to shape the character of 21st-century India than any
other piece of technology. It has given us mobility and independence. It has given us the
convenience of going where we want to, when we want to, and of doing so in comfort. It has
liberated the average person from the limitations of time and place, opening up new
opportunities and offering new experiences. More significantly, it is one of the pivotal elements
of our economy. No wonder, then, that Indians have made the car such a central fixture of their
lives.

But the automobile also affects the environment in many ways. Cars and their associated
infrastructure use resources, consume energy, and emit pollutants on a substantial scale. They are
a source of noise and congestion, a leading cause of accidental deaths and adverse effect on
human health. They have also radically reshaped the landscape directly through the building of
expressways, roads, and other infrastructure, and indirectly through effects on settlement
patterns. Because it is so tightly woven into the fabric of modern Indian life, the car presents a
special kind of environmental dilemma. On one hand, there is the need to eliminate or reduce the
environmental stresses associated with it. On the other, there is the desire to preserve the
advantages it has given us. Reconciling these objectives presents a considerable challenge.

Two bodies have role here to play in this context; The Customer and the passenger car
manufacturers. The manufacturer is expected to obey the set of rules framed by Legal bodies and
offering environmental friendly cars to manage the health of the environment so that it remains
viable for human surveillance and the customers are expected to develop a positive attitude to
pay for green efforts of manufacturers and exercise green practices while using a car. The role of
two parties does not end here. There is lot more expected from both in the quickly changed
scenario. Passenger car manufacturers are not only expected to implement what is legally
compulsory for them to do but to go beyond this and implement best available techniques to do
justice with the scarce natural resources and to reduce environmental burden on their shoulders.

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This concept is recognized as Corporate Environmental Responsibility which is a vital and

independent organ of Corporate Social Responsibility throughout the world. Similarly customers
should have positive response not only on cognitive and effective parameters but it should be
reflected in their behavior. Since passenger cars do most of the pollution during usage stage of
it’s life cycle hence the customer’s attitude towards green cars is significantly more important.

Increased Vehicular Pollution in Delhi and NCR

India has experienced a dramatic growth in fossil fuel CO2 emissions and the data compiled by
various agencies shows an increase of nearly 5.9% since 1950. No. of vehicles has touched 5.4
million in October 2007 in Delhi only. At present, India is rated as the 6th largest contributor of
CO2 emissions and China the 2nd. However, our per capita CO2 of 0.93t per annum is well
below the world average of 3.87t per annum2. Fossil fuel emissions in India continue to result
largely from coal burning with India being the largest producer of coal in the world. India is
highly vulnerable to climate change as its economy is heavily reliant on climate sensitive sectors
like agriculture and forestry. The vast low lying and densely populated coastline is susceptible to
rise in sea level.

According to the data from CPCB released by Centre for Science and Environment, the deadly
emission of particulate matter of smaller than 2.5 microns (PM2.5) and nitrogen dioxide in Delhi
have risen to more than 400% in October 2007 over what is proposed as a safe limit by CPCB3.
The daily data, available for Delhi, for the first time ever show that for most part of October the
emission of both these lethal chemicals had remained over the proposed standards.

Worse still, monthly data from CPCB showed that for 7 of the months between January and
October 2007, the PM2.5 levels breached the proposed norms. The monthly averaged data also
hide the peak levels of pollution in these particular months. In January and March 2007, the
PM2.5 level pollutant load went up by more than 100% hitting a high of 754 micrograms per
cubic meter in March (compared with the proposed standards of 60 microgram per cubic meter)4.

2
The Times of India, December 11, 2007
3
Central Pollution Control Board (2008) Parivesh: Newsletter, 6(1), June, CPCB, Ministry of Environment and
Forests, Delhi
4
Central Pollution Control Board , ‘Country paper on vehicular pollution control strategies for major cities in India’,
New Delhi

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Life Cycle of a Passenger Car and Sustainability

The life cycle of an automobile begins with materials production, with includes resource
extraction and materials processing activities. Activities such as mining of minerals, drilling of
petroleum, refining and smelting, steel making, and polymerization each results in a variety of
environmental burdens.

The manufacturing stage starts with the fabrication (e.g. steel metal forming, casting, molding,
extrusion, forging) of product material into automotive parts (e.g. an engine block). The next
steps are the manufacturing/assembly (e.g., machining, joining/fastening) of parts into
components (e.g., an engine) and the final auto assembly (e.g., powertrain automobile).

The use and service stage dominates overall environmental impacts of the vehicle across its life
cycle. Beside the consumption of gasoline the usage phase and services phase include:

• Components for running an automobile such as oil, fuel and oil additives, lubricants
and grease, transmission and brake fluid, power steering fluids, washer fluid,
coolant/antifreeze, refrigerants, etc.

• Replacements parts such as tires, hoses, wipers, lights, belts, clutch discs and plates,
spark plugs, air filters, batteries, brake shoes and pads, oil filters, etc.

• The need for infrastructure such as highway, service and gas station, etc.

At the end of life stage of an automobile it typically enters the recycling infrastructure, which
consists of dismantlers and auto-scrap shredders. Approximately 94 percent of the cars and
trucks are currently returned to dismantling and shredding facilities. The dismantlers remove

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 USE
MANUFACTURE Consideration
Consideration
Repair &
Material Selection Maintenance 6
Resource utilization Air emission
Desire for fossil fuels
ENVIRONMENT Energy consumption

FACTORS INFLUENCING
SUSTAINABILITY

MATERIAL HUMAN HEALTH

PRODUCTION RETIREMENT
Consideration Consideration

Environmental Non disposable

management at -hazardous waste
Figure1, suppliers level Resource recycling &
Eco friendly auto conservation
parts

Environmental Burden on Passenger Car During Various Stages of It’s Life Cycle

reusable parts and some recyclable materials from the vehicles for resale or recycling, before
sending what is left – the “hulks” – to the shredders. The shredders rip the hulk into small pieces
and recover much of the metal for recycling. What is left, known as the automotive shredder
residue (ASR), is a low density material consisting of textiles, rubber, wood, plastics and dirt that
is sent to the landfill.

The main pollutants from automobile exhausts, for conventional gasoline and diesel engines, are;
carbon dioxide, carbon monoxide, nitrogen oxides, hydrocarbons an suspended particulates.

Carbon dioxide is the most significant greenhouse gas and as such is the main cause of global
warming. Carbon dioxide emissions are directly related to fuel consumption, and for each
kilometer travelled, can only be reduced by increasing vehicle efficiency, or switching to
alternate fuels such as natural gas. Every 60 litre fill up at the gas station results in about 135 kg
of carbon dioxide being released into the atmosphere. Globally, automobiles emissions are
directly responsible for close to 10% of man made carbon dioxide emissions. If gasoline refining

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and processing, as well as automobile manufacturing are considered, automobiles are responsible
for 15 - 20% of global carbon dioxide emissions5.

VOC emission during the use of the automobile (e.g., exhaust and evaporative) are greater than
those generated by any other life-cycle stage. The second largest contributor to VOC emission is
automobile painting. Beside the resource consumption through running a vehicle and the needed
infrastructure (e.g., highways, service and gas station), the maintenance and service operations
contribute significantly to the environmental impact of automobile use. Vehicle repair and
maintenance processes also generate waste such as organic solvents, paint sludge, and alkalis.
Hazardous organic solvents used for the part cleaning, such as naphtha, chlorinated solvents, and
mineral sprits, can evaporate or contaminate groundwater if land filled or dumped. Used tires are
another significant solid waste burden. In Table 6, some major hazardous components of the
automobile life cycle are summarized.

Attitude

Attitude is “a relatively enduring organisation of beliefs, feelings, and behavioural tendencies

towards socially significant objects, groups, events or symbols” (Hogg & Vaughan 2005)

Attitude may comprise characteristics of strength, magnitude or intensity, importance, salience or

centrality, complexity, flexibility, etc. Commonly, however, attitude measurements are
concerned with the magnitude dimension and its direction; that is, the degree of favorableness or
unfavorableness of a person with regard to a psychological object. A psychological object may
be a person, a group, an idea, a symbol, or anything with regard to which people could harbor
positive or negative feelings.

Structure of Attitude
Attitudes structure can be described in terms of three components: Affective component,
Behavioral Component and Cognitive component. Affective component involves a person’s
feelings / emotions about the attitude object. Behavioral (or conative) component is the way the
5
OECD (1997): The Automobile and Autoparts Industry, Workshop on Market Access Issues in the Automobile
Sector, Paris, 10-11 July 1997

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attitude influences how individual acts or behaves. Cognitive component involves a person’s
belief / knowledge about an attitude object.

The multicomponent theory of attitudes views attitudes as having multiple independent

components. These include an affective component (which refers to the feelings, emotions, or
drives associated with an attitude object), a cognitive component( which refers to the beliefs,
judgments, or thoughts associated with an attitude object), and a conative component (which
refers to the primary motivational or behavioral consequences of attitudes). The theory suggests
that the simultaneous consideration of these distinct attitudinal components rather than
concentration on a single component provides better predictions of persuasion outcomes.

A series of beliefs which can be cognitive or evaluative can combine to create an attitude
(Heberlein, 1981). Beliefs are important in the formation of value which is an enduring belief
that a specific mode of conduct or end-state of existence is personally or socially preferable
(Rokeach, 1973). The link between attitudes, intentions and behavior has been explained
primarily by Ajzen (1985, 1988), Ajzen and Fishbein (1980). This theory is based on the
assumption that human beings usually behave in a sensible manners where they will take into
account information available to them and consider the consequences of their actions. Thus
people are expected to act in accordance with their intentions. The three components are usually
linked. However, there is evidence that the cognitive and affective components of behavior do
not always match with behavior. This is shown in a study by LaPiere (1934).

Measuring Consumer Attitude

Researchers arrive at measures of attitudes by inference. But we need data on which to base our
inference. Such data are collected by various methods. To observe the ongoing behavior of
people in the natural setting; respondents may directly be asked to state their feelings with
regard to the issue under study; a well-defined task may be assigned to respondents and record
their performance; data can be generated by giving the respondents partially structured stimuli to
interpret or react to. Physiological reactions of respondents when exposed to the attitudinal
object can also provide us with relevant data. Westie and DeFleur (1959) studied the attitudes of

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subjects by taking the latter's galvanic skin responses, heartbeat, etc, when presented with
pictures of Negroes and Whites in various social situations. Hess and Polt (1960) found that
pleasant stimuli gave rise to pupillary dilation, whereas unpleasant ones led to pupillary
constriction on the part of subjects.

But when a researcher wants to know how people feel about a certain thing, it seems most
natural to ask them straight away as to what their feelings are. Direct questioning has, therefore,
had an appeal as a method of studying attitudes. But, however logical and smooth this technique
may seem to be, it serves only a limited purpose of roughly classifying respondents as favorable,
unfavorable, and indifferent with regard to a psychological object. Here the same problem
emerges as the one often encountered in direct observation; normally, neither direct observation
nor direct questioning assesses the degree of attitudes an individual possesses. In the absence of
such an index, we cannot discriminate among individuals within the favorable and the
unfavorable groups; nor can we know the distance between the two groups. There may, of
course, be times when we require only to know as to how many are "for" and how many
"against" a particular issue. Direct questioning may adequately serve the purpose here.

Green Consumer Attitude and its Effect on Buying Behavior

Concerns related to the environment are evident in the increasingly environmentally conscious
market place. Over the years majority consumers have realized that their purchasing behavior has
a direct impact on many ecological problems (Laroche, 1996). Consumers do not always buy
sustainable products as consequences of environmental concern or to benefit the community or
due to personal beliefs but mainly to give priority to health, to be part of the social group, to
distinguish from others and to accomplish the need to tryout new technologies (Vermeir and
Verbeke, 2004). Environmental concern is a strong attitude towards preserving the environment
(Crosby, Gill and Taylor 1981). Based on the pioneering research of Dunlap and Van Liere
(1978), environmental concern is also defined as a global attitude with indirect effects on
behaviour through behavioural intention (Gill, Crosby and Taylor 1981). People’s psychological
responses towards the environment as individuals and consumers are also referred to as
environmental concern attitude. Some writers have referred to “ecological concern”, which refers
to the degree of emotionality, the amount of specific factual knowledge, and the level of
willingness as well as the extent of the outcomes of these (behavioural intention, recycling

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behavior and purchase intention on green products) on pollution issues (Maloney and Ward,
1973).

Consumer attitude and Green cars

Cars have two opposite personalities. One is friendly and attractive the other is destructive and
can be lethal. The desire to own a car is linked to pleasure, sexuality, convenience and freedom.
Men lust for attractive, prestigious cars they way they lust for women and women desire men
with attractive, prestigious cars. Car manufacturers have long used attractive, lightly clad
women to advertise their latest auto designs. As it has already been discussed that vehicular
pollution is increasing day by day in Delhi & NCR and passenger cars are one of the major
sources of vehicular pollution. There is a requirement of synergized efforts of car manufacturers
and car consumers to control this problem. What is most for a marketer is to understand
consumer attitude and its effect on consumer behavior. It is not always seen that attitudes have to
be changed first in order that intended behavior may follow; nor is the reverse being implied that
behavior must be changed so that corresponding attitudes will emerge. In fact, attitude may
influence behavior and in turn be influenced by it. Whatever the theoretical position on this
what-comes-first issue, it is a fact that attempts to introduce a change, more often than not, faces
some degree of resistance. Such resistance is dependant on how favorably or unfavorably the
population in question is inclined toward the proposed course of action and related issues. It is
here that knowledge of the target population's attitudes can guide any effort for planning and
implementing developmental change.

Since a passenger car does most of the pollution during usage stage of its life cycle hence it is all
the more important to measure consumer attitude towards Green cars so that the problem of
increasing vehicular pollution can be effectively controlled. Without the appreciation of
consumers, car manufacturers green efforts will go in vein hence it is very important to
understand consumer attitude towards Green cars. It is observed in the previous studies that
young consumers carry positive attitude towards green products and their response for green
advertising and marketing has been more promising. . Not much work is done to measure
consumer attitude towards Green cars and Green driving practice. A pilot study was conducted to

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explore the attitude of car consumers and it was observed that younger consumers were found to
be more environmental friendly in comparison to elder consumers.

In the light of previous studies and the observations of pilot study, we propose,

H1: Younger consumers will have overall positive Green attitude in comparison to elder
consumer with moderately positive or negative Green attitude.

H2a: Younger consumers will have overall positive Green cognitive attitude in comparison to
elder consumer with moderately positive or negative Green cognitive attitude.

H2b: Younger consumers will have overall positive Green cognitive attitude in comparison to
elder consumer with moderately positive or negative Green affective attitude.

H2c: Younger consumers will have overall positive Green cognitive attitude in comparison to
elder consumer with moderately positive or negative Green behavioral attitude.

Survey Instrument
An attitude is an enduring disposition to consistently behave in a given manner and it is a
hypothetical construct that is not directly observable, but is measurable by an indirect means
such as verbal expression or overt behavior. To meet this condition a Likert scale of five points
was used as a survey instrument to record consumer attitude towards Green driving. Based on the
results of pilot study conducted total eleven items were prepared in the instrument to throw light
on Cognitive, Affective and Behavioral Green Attitude of participants. All eleven items in the
instrument were positive statements referring three components of attitude (mentioned above).

Participants
A total of 250 passenger car consumers participated in this study. Participants were divided into
two categories; Elder consumer and Younger Consumer. The age of elder consumer ranged from
25- 35 years and 36-45 years for younger consumer.

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Data Analysis & Results

Total 240 records out of 250 were analyzed to measure the Green attitude of passenger car
customers using SPSS Windows Version 16.0. A Factor analysis on eleven items reveled three
underlying dimensions in the instrument. Primary component method was used to extract factors
and Varimax rotation was used to rotate factors. These three dimensions were labeled as
Cognitive Attitude Category, Affective Attitude Category and Behavioral Attitude Category.
Bartley test was used to make sure that correlation matrix is not an identity matrix. The value of
Kaiser-Meyer-Olkin Measure of sampling adequacy was found to be 0.746. Thus clearing KMO
test with 95% confidence .All the three factors explained 54.23% cumulative variance with
eigenvalue more than 1.0.at individual level.

-----------------------------------
Insert Table 1a, 1b & 1c here
------------------------------------

Based on the standardized scores of factors, records were further divided into three categories;
extremely positive attitude, Positive attitude and Negative attitude for all three extracted factors.
Standardized scores for first factor – Behavioral attitude category ranged from (-3.24) to (1.62),
for second factor – Cognitive attitude category ranged from (-0.4.97) to (2.18) and for third
factor – Affective attitude category ranged from (-3.12 to 1.83).

Results of Chi Square support the hypothesized response pattern that younger consumers were
found to have Greener Attitude in comparison to elder consumers. On the basis of totalscore
secured by participants, the whole sample was divided into three categories; Green Consumers
(totalscore <=22 & >11), Yellow Consumers (totalscore <=11 & >0) and Red consumer
(totalscore <=0 & >-22). 92.5% of the total younger consumers participated, have fallen into
Green consumer category in comparison to 10.5% of elder consumers who were identified as
Green consumers. Thus the difference between the green attitude of younger consumer and elder
consumer was found to be significant at 0.05 significance level. We find that majority of

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Younger consumers had overall extremely positive Green attitude on the other hand majority of
elder consumers had either moderately positive or negative Green attitude.

-------------------------------------
Insert Table 2a & 2b here
--------------------------------------

Based on the standardized score of three derived factors as a result of factor analysis conducted
at the first stage of data analysis, difference in Cognitive attitude, affective attitude and
behavioral attitude of younger and elder consumers was tested with Chi square at 95%
confidence level. Results of three separate Chi square tests conducted to test H1b, H2b and H3b
confirmed that the Younger consumers have more positive Cognitive, Affective and Behavioral,
Green attitude in comparison to elder consumers , thus rejecting null hypothesis in all the above
mentioned cases and accepting H1b, H2b and H3b.

-------------------------------------------
Insert Table 3a & 3b here
-------------------------------------------
-------------------------------------------
Insert table 4a & 4b here
-------------------------------------------
------------------------------------------
Insert Table 5a & 5b here
-------------------------------------------

Discussion
Results of study confirm that younger consumers of passenger cars possess more positive
attitude towards Green cars and green driving practices. Study reveals that there is not much
difference in the Green cognitive attitude of younger and elder consumers of passenger cars.
Thus both the categories have sufficient knowledge of adverse effects of vehicular pollution.
Both agree that vehicular pollution is increasing in Delhi & NCR day by day and passenger cars

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are responsible for increasing vehicular pollution to a larger extend. Despite of having sufficient
awareness about adverse effects of vehicular pollution it is observed that elder category of
passenger car customers have less score on affective and behavioral attitude scale. On the other
hand younger consumers have promising scores on affective and behavioral attitude scale. Thus
it is clear that younger generation of Delhi & NCR is not only aware of increasing vehicular
pollution in the region (Cognitive attitude) but they also believe that certain environmental
friendly practices can reduce the environmental harm caused by passenger cars (Affective
attitude). Their positive Green attitude is further reflected in their Green driving practices
(Behavioral attitude). Thus a Younger consumer of passenger cars has an overall consistent
positive Green attitude and offers an opportunity for passenger car manufacturers in India to
capture an upcoming Green segment for environmental friendly cars. While an elder consumer is
found to be comparatively less bothered for environmental harm done by his car and his driving
practices also were less environmental friendly in comparison to younger consumer.

This paper is of interest both for managers and researchers. Managers should focus on new shade
of consumer attitude that is GREEN. Since maximum environmental burden on a passenger car
is during the usage stage of its life cycle, manufacturers alone can not reduce this burden to a
significant extent. The contribution of passenger car consumers is more important in this regard.
Mangers must notice the positive change in the consumer attitude towards Green practices. This
change is creating a separate segment in the passenger car market where consumers are not only
environmental friendly but also appreciate the green initiative of car manufacturers. Thus
passenger car manufacturers and consumers together can eliminate environmental stress
associated with passenger car and simultaneously preserving the benefits it offers.

For researchers, this study suggests that younger consumer’s attitude towards Green practices is
quite promising. Researchers should explore the factors responsible for strengthening this Green
attitude to get more comprehensive view of Green attitude of passenger car consumers. This
research adds on to the growing literature on environmentally sustainable products and Green
marketing. The findings of the study present strong evidences that younger consumers of
passenger cars have a positive Green attitude that can be explored by further investigation.

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Annexure
Table 1a Result of Factor rotation using varimax rotation
Rotated Component Matrixa
Component
1 2 3
pollution level .794
unleaded fuel
increasing pollution in environment .779
use of AC .860
using ecofriendly material .600
PUC(Pollution under control)
turn off car at the red light .733
paper bags are preferable .795
regular service done .540
preference to pool car on some other place .625
ecofriendly diesel or petrol car .625
Extraction Method: Principal Component Analysis.
Rotation Method: Varimax with Kaiser Normalization.
a. Rotation converged in 5 iterations.

Table 1b Result of KMO & Bartlett’s test

KMO and Bartlett's Test
Kaiser-Meyer-Olkin Measure of Sampling Adequacy. .746
Bartlett's Test of Sphericity Approx. Chi-Square 551.735
df 55
Sig. .000

Table 1c Result of Primary component method of Factor extraction

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Total Variance Explained

Extraction Sums of Squared Rotation Sums of Squared
Initial Eigenvalues Loadings Loadings
% of Cumulative % of Cumulative % of Cumulative
Component Total Variance % Total Variance % Total Variance %
1 3.348 30.441 30.441 3.348 30.441 30.441 2.442 22.199 22.199
2 1.499 13.632 44.072 1.499 13.632 44.072 1.849 16.808 39.006
3 1.117 10.157 54.230 1.117 10.157 54.230 1.675 15.223 54.230
4 .937 8.515 62.745
5 .824 7.489 70.234
6 .772 7.022 77.256
7 .662 6.021 83.277
8 .537 4.886 88.163
9 .497 4.521 92.684
10 .438 3.979 96.663
11 .367 3.337 100.000
Extraction Method: Principal Component Analysis.

Table 2a Result of Chi Square test – H1

Value df Asymp. Sig. (2-sided)
a
Pearson Chi-Square 83.802 2 .000
Likelihood Ratio 92.665 2 .000
Linear-by-Linear
80.088 1 .000
Association
N of Valid Cases 240
a. 2 cells (33.3%) have expected count less than 5. The minimum
expected count is 1.08.

Table 2b Crosstable -Age of respondent * Customer category

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Customer category
Red Yellow Green
consumer Consumer consumer Total
Age of respondent Age 25 – 35 Years Count 1 42 111 154
% within age of
.6% 27.3% 72.1% 100.0%
respondent
% within Customer
33.3% 35.9% 92.5% 64.2%
category
Age 36 – 45 Years Count 2 75 9 86
% within age of
2.3% 87.2% 10.5% 100.0%
respondent
% within Customer
66.7% 64.1% 7.5% 35.8%
category
Total Count 3 117 120 240
% within age of
1.2% 48.8% 50.0% 100.0%
respondent
% within Customer
100.0% 100.0% 100.0% 100.0%
category

Table 3a Result of Chi square test – H2a

Asymp. Sig. (2-
Value df sided)
a
Pearson Chi-Square 11.241 3 .010
Likelihood Ratio 12.128 3 .007
Linear-by-Linear
6.830 1 .009
Association
N of Valid Cases 240

Table 3b Crosstable – Age of respondent * Cognitive attitude category

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Cognitive Attitude category

Extremely
Negative Positive Positive Total
Age of respondent Age Count 34 74 46 154
25-35 Years % within age of respondent 22.1% 48.1% 29.9% 100.0%
% within Cognitive Attitude
54.8% 61.7% 80.7% 64.2%
category
Age Count 28 46 11 86
36-45 Years % within age of respondent 32.6% 53.5% 12.8% 100.0%
% within Cognitive Attitude
45.2% 38.3% 19.3% 35.8%
category
Total Count 62 120 57 240
% within age of respondent 25.8% 50.0% 23.8% 100.0%
% within Cognitive Attitude
100.0% 100.0% 100.0% 100.0%
category

Table 4a Result of Chi Square test – H2b

Chi-Square Tests
Value df Asymp. Sig. (2-sided)
a
Pearson Chi-Square 26.149 2 .000
Likelihood Ratio 26.423 2 .000
Linear-by-Linear
23.750 1 .000
Association
N of Valid Cases 240
a. 0 cells (.0%) have expected count less than 5. The minimum expected count is
18.28.

Table 4b Crosstable – Age of respondent * Affective attitude category

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Affective Attitude Category

Extremely
Negative Positive Positive Total
Age of respondent Age 25-35 Count 41 71 42 154
Years % within age of respondent 26.6% 46.1% 27.3% 100.0%
% within Affective Attitude
44.6% 73.2% 82.4% 64.2%
Category
Age36-45 Count 51 26 9 86
Years % within age of respondent 59.3% 30.2% 10.5% 100.0%
% within Affective Attitude
55.4% 26.8% 17.6% 35.8%
Category
Total Count 92 97 51 240
% within age of respondent 38.3% 40.4% 21.2% 100.0%
% within Affective Attitude
100.0% 100.0% 100.0% 100.0%
Category

Table 5a Result of Chi Square test – H2c

Chi-Square Tests
Value df Asymp. Sig. (2-sided)
Pearson Chi-Square 40.822a 2 .000
Likelihood Ratio 46.887 2 .000
Linear-by-Linear
40.037 1 .000
Association
N of Valid Cases 240
a. 0 cells (.0%) have expected count less than 5. The minimum expected count is 16.84.

Table 5b Crosstable – Age of respondent * Behavioral attitude category

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Behavioral Attitude category

Extremely
Negative Positive Positive Total
Age of respondent Age 25-35 Count 17 78 59 154
Years % within Behavioral
36.2% 60.0% 93.7% 64.2%
Attitude category
Age 36 – Count 30 52 4 86
45 Years % within Behavioral
63.8% 40.0% 6.3% 35.8%
Attitude category
Total Count 47 130 63 240
% within Behavioral
100.0% 100.0% 100.0% 100.0%
Attitude category

Table 6 Major Hazardous Components of The Automobile Life Cycle

Source: CPCB (2002) Parivesh

References

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Journal of Marketing, Vol.51, pp. 83-97

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Fishbein, ., abd I. Ajzen, (1075), “Belief, attitude, intention and Behaviour: An introduction to
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