A Study on Cognitive Consistency of Young Passenger Car Consumers Towards Vehicular Pollution by Private Cars: An Empirical Analysis in Indian Context

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 by 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 more than one way. 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 last two decades have witnessed a vast increase in environmental consciousness worldwide. Consumers are now changing their behavior to integrate environmenta considerations into lifestyle choices. This change includes consumers’ purchasing decisions based upon how well products satisfy their needs and how these products affect the natural environment. In some cases, consumers are willing to pay a premium for environmentally friendly products. Marketing professes to serve the benefit of the public by informing them of the availability of goods and services that will advance their quality of life. However, the improvement in quality of life cannot be at the cost of invaluable natural resources which are required to be preserved for future generations. 1. Prof. Parul Gupta is currently, Asstt. Professor of Marketing, Deptt. Of Management Studies with Army Institute of Management & Technology, Greater Noida, NCR, Delhi. 2. Prof. G.S. Popli was formerly Deputy Chief Manager (Financial Analyst), with Oriental Bank of Commerce, a nationalized Bank in India and is currently Head of Department of Finance, Deptt. Of Management Studies, Army Institute of Management & Technology, Greater Noida, NCR, Delhi. Using passenger car as the product, the purpose of this study is to determine the cognitive component of consumer attitude towards vehicular pollution, their knowledge of related environmental issues and their belief of consumer contribution in addressing this problem. The present empirical study is conducted to record and measure cognitive consistency of consumer attitude towards Vehicular pollution and Green cars. This study defines Cognitive component of consumer’s attitude, which includes consumer’s awareness level, beliefs and judgments about increasing Vehicular pollution in Delhi & NCR. The results of Factor Analysis applied on the primary data collected from 250 sample units brings a new shade of young consumers in focus that is GREEN. The study reveals that younger consumer segment of passenger cars in Delhi & NCR is found to be greener having highly positive scores on Cognitive component scale in comparison to elder consumer segment who scored less and their awareness about vehicular pollution was also found to be weaker. The study concludes that young consumers of passenger cars carry a more positive cognitive attitude for green driving practices and individual responsibility of controlling vehicular exhaust. This provides important inputs for passenger car manufacturers that younger consumers in India carry extremely positive consistent cognitive attitude for Green Cars and Green driving practices. Thus market for eco friendly passenger cars is being developed which will provide passenger car manufacturers an opportunity to discharge their environmental responsibility more effectively.