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In today’s market, where consumers are increasingly concerned about the environment, understanding what drives their purchasing decisions is more important than ever. A fresh application of Frederick Herzberg’s two-factor theory of motivation offers a compelling lens through which we can examine these behaviours. Originally developed to explain workplace motivation, Herzberg’s theory can also shed light on how consumers make decisions, particularly when it comes to green and environmentally friendly products. Herzberg’s theory distinguishes between two types of factors: hygiene factors and motivators. Hygiene factors are the basic, must-have attributes of a product that prevent dissatisfaction but don’t necessarily inspire enthusiasm or loyalty. In contrast, motivators are the elements that go beyond the basics, actively encouraging consumers to make a purchase by appealing to their deeper values and desires. <h2>The Basics: Hygiene factors in consumer behaviour</h2>Consumers’ purchasing decisions are first influenced by hygiene factors — basic essentials like price, product features, and brand reputation, as outlined by Herzberg's theory. Price ensures affordability, product features ensure functionality, and a trusted brand provides reassurance. These factors prevent dissatisfaction but don’t necessarily build preference or loyalty. These hygiene factors ensure that a product meets the basic expectations of consumers, but they don’t necessarily inspire a strong preference or loyalty. They are the bare minimum that consumers require to avoid dissatisfaction. <h2>The Green Edge: Environmental aspects as motivators</h2>While hygiene factors keep a product in the game, they don’t explain why a consumer might choose one product over another. This is where Herzberg’s motivators come into play, especially in the context of green consumer behaviour. Environmental and <keyword id="19895783" type="General" weightage="20" keywordseo="sustainability" source="keywords">sustainability</keyword> features are increasingly becoming the key motivators that tip the scales in favour of one product. <ul><li>Sustainability: As awareness of environmental issues grows, consumers are increasingly drawn to products made using sustainable practices. For instance, Indian companies like <keyword id="19906967" type="General" weightage="20" keywordseo="Tata-Motors" source="keywords" meta.keywordsubtype="org" meta.entityname="Tata Motors" meta.hostid="261" meta.entityid="Tata Motors">Tata Motors</keyword> and ITC have embraced sustainability through electric vehicles and <keyword id="21791065" type="General" weightage="20" keywordseo="recyclable-packaging" source="keywords">recyclable packaging</keyword>, respectively, which resonate with eco-conscious buyers.</li><li>Refurbished and Recycled Products: The trend of choosing refurbished or recycled products is gaining momentum. Companies like Reliance Digital and Godrej Appliances offer refurbished electronics and products made from recycled materials, combining affordability with sustainability.</li><li>Eco-friendly Packaging: Packaging that is recyclable or biodegradable motivates consumers who care about reducing <keyword id="20224419" type="General" weightage="20" keywordseo="environmental-impact" source="keywords">environmental impact</keyword>. <keyword id="20002610" type="General" weightage="20" keywordseo="Hindustan-Unilever" source="keywords" meta.keywordsubtype="org" meta.entityname="Hindustan Unilever" meta.hostid="261" meta.entityid="Hindustan Unilever">Hindustan Unilever</keyword>, for example, has made strides in minimizing plastic usage and increasing recyclability, enhancing their appeal to eco-aware consumers.</li><li><keyword id="23742008" type="General" weightage="20" keywordseo="green-certifications" source="keywords">Green Certifications</keyword>: Labels like "Organic" or "Fair Trade" provide consumers with the assurance that a product meets specific environmental standards. Amul’s organic milk and Organic India's certified products leverage this trust, appealing to consumers who prioritize sustainability and ethics.</li></ul> <keyword id="23742006" type="General" weightage="100" keywordseo="green-motivators" source="keywords">Green motivators</keyword> can elevate a product from merely functional to a preferred choice by aligning with consumers' values. Trusted brands like Tata Motors, ITC, and Hindustan Unilever are now tapping into emotions by integrating eco-friendly features, such as Tata’s electric vehicles and ITC’s recyclable materials. These innovations not only meet basic expectations but also inspire pride and satisfaction from contributing to environmental sustainability. Green certifications, like those from Amul, build further trust, turning consumers into loyal advocates. Even small steps, like Amazon and Myntra’s eco-friendly packaging, deepen consumer trust and strengthen brand loyalty. Hence, companies that effectively leverage these motivators can differentiate themselves in a crowded market. As more consumers become aware of environmental issues, the demand for green products will only increase. Brands that position themselves as leaders in sustainability are likely to see stronger consumer loyalty and better long-term success.For instance, a consumer faced with two similar products — one made from sustainable materials and another not — may choose the former, even if it’s slightly more expensive. The decision is driven by the desire to make a positive impact on the environment, a powerful motivator that goes beyond the basic considerations of price and features. <h2>A new marketing strategy for a green world</h2>In today's world, where environmental concerns are increasingly driving <keyword id="21386825" type="General" weightage="20" keywordseo="consumer-choices" source="keywords">consumer choices</keyword>, <keyword id="23742007" type="General" weightage="20" keywordseo="Herzbergs-Two-Factor-Theory" source="keywords">Herzberg's two-factor theory</keyword> offers a powerful tool for understanding what makes modern consumers tick. While price and product features still matter, they are no longer enough to capture the hearts and minds of eco-conscious shoppers. To truly connect with today's consumers, businesses need to tap into the green motivators that set products apart and foster loyalty. By embracing sustainability and integrating it into their products and marketing, companies can build meaningful relationships with consumers who care about more than just the bottom line. In doing so, they're not only meeting the demands of the market but also contributing to a more sustainable future for all of us. The takeaway? Herzberg's two-factor theory offers a powerful lens through which to understand the growing importance of green motivators in consumer behaviour. As we navigate this pivotal moment in the market's shift towards sustainability, it's clear that those who tap into these motivators will not only thrive in the emerging green economy but also contribute to a more sustainable future for all of us. Nitika Sharma is an Assistant Professor of Marketing at IMI New Delhi Disclaimer: The opinions expressed by the author/interviewee do not necessarily reflect the views of Business Insider India. The article has been partly edited for length and clarity.

OPINION: How green motivators are shaping consumer choices — a fresh look at Herzberg’s Two-Factor Theory

<ul><li>What goes around comes around, especially when it comes to fashion and clothing.</li><li>According to PwC and Assocham, landfills are brimming with so much urban waste that by 2050, India is reportedly going to need a landfill that's the size of its capital New Delhi.</li><li>Before World Environment Day, we talk to Myntra about its new e-store, <keyword id="11376339" type="UNKNOWN" weightage="20" keywordseo="myntra-for-earth">Myntra for Earth</keyword>, that is targeting environment-conscious shoppers and aiming to focus more on sustainability as it moves forward.</li><li>Ayyappan Rajagopal, Chief Business Officer, Myntra tells us about the kind of response Myntra for Earth has seen so far, what kind of sustainable choices do consumers have, changing fashion trends in the future and Myntra for Earth’s goals for this quarter.</li></ul>The future of fashion is upcycling, recycling and sustainable clothing. Brands in India have already started taking baby steps towards converting fashion into a sustainable choice for consumers. More and more consumers are becoming aware of their fashion choices and realising that a worn-out piece of cloth they decide to throw, even as simple as a plain t-shirt, never really goes ‘away.’ It all ends up in a landfill. According to an Assocham and PwC report, landfills are brimming with so much urban waste that by 2050, India is reportedly going to need a landfill that's the size of its capital, New Delhi. At the same time, fast fashion is becoming a trend, which offers consumers the opportunity to buy more clothes at a lower price and that has taken a toll on the environment. It offers consumers an option to swiftly discard their clothes and buy new ‘trendy’ dresses. Consumers and brands aren’t ignoring these horrifying numbers anymore. This World Environment Day, many fashion brands have sworn to make a difference and be cognizant of the harmful effects their products can have on the environment. E-commerce giant Myntra has also stepped up. It has officially launched a sustainable e-store called ‘Myntra for Earth’ that only features eco-friendly fashion choices for all genders and age groups. It has already onboarded 70 leading fashion and lifestyle brands over the last 6 months to offer over 5500 styles to customers on its sustainable store. The store includes handloom and handcrafted, organic, natural-dyed, recyclable and eco-friendly, vegan, and cruelty-free options. The products ordered through this store are delivered in packets made from 100% recycled paper. It is now working towards scaling the number of brands in the store to ~2X by the upcoming quarter while adding another 4000 styles to the existing assortment. We caught up with Ayyappan Rajagopal, Chief Business Officer, Myntra to discuss the challenges of launching a new e-store during a global pandemic, its sustainability roadmap, a few trends that we can expect to see in sustainable fashion and platform’s goals to grow the store this quarter. Excerpts: Q. Tell us more about the 'Myntra for Earth’ store. When was it launched? What kind of response have you seen from the consumers? Launched in October 2020, "Myntra for Earth" is Myntra's sustainable store showcasing a more conscious choice to fashion and lifestyle shoppers. About 70 leading fashion and lifestyle brands have partnered with Myntra over the last 6 months to offer over 5500 styles to customers on its sustainable store. The store offers an immersive and engaging shopping experience for truly ‘sustainability-inclined’ conscious shoppers. As of now, we have seen increased growth in store visits and an uptick in revenue since its launch. The specially-curated store recognises the fashion industry’s sustainability efforts and also aims at augmenting the income opportunities of artisans and NGOs involved. Since its launch, Myntra For Earth store has received a phenomenal response. We are working towards scaling the number of brands in the store to ~2X by the upcoming quarter while adding another 4000 styles to the existing assortment. Q. How are you planning to market this store? Is there a larger campaign-in-the-making to raise awareness? Currently, we are focussing on having the right assortment of brands and products for the consumers in the store as the topmost priority. We have already received phenomenal response from consumers for the products of the store. Nearly 62% of the visitors to the ‘Myntra For Earth’ store are women, with metro cities contributing about 40% of the overall visits to the store. People of all age groups are seemingly conscious about their fashion choices and their impact on the environment in varying degrees. However, those in the age group of 21 to 35 are contributing the highest to the growth of the ‘Myntra For Earth’ store. Q. You have 70 brand partners on Myntra For Earth already. Can you mention a few names? Which are the most loved brands so far? Key names among many include H&amp;M, Mango, Unnati Silks, Bharatsthali, Pothys, Metro Kids Company, Kama Ayurveda, Forest Essentials and Fab India among others. <keyword id="2712840" type="PERSON" weightage="20" keywordseo="Myntra-Fashion">Myntra Fashion</keyword> Brands featured on the platform for their conscious collection include Taavi, Roadster and Ether. Q. So far, we have only seen a few start-ups that are completely sustainable. Are Indian legacy brands following suit? The MFE store has a combination of both home-grown brands like Taavi, Taniera and global brands like Levi, Mango &amp; H&amp;M that give importance to sustainability. Most of the legacy brands have a dedicated charter of well-defined goals on sustainability to educate consumers on organic fashion. Q. Is the packaging for Myntra Earth products different from others? Considering it aims to have a minimal effect on the environment? The majority of the orders are delivered using paper packaging at Myntra. We are gradually moving towards a complete eco-friendly paper for delivery purposes.

Myntra for Earth is working towards scaling the number of brands in the store to ~2X by the upcoming quarter while adding another 4000 styles to the existing assortment: Ayyappan Rajagopal of Myntra

<ul><li>Five year old Indian company Ecoright bagged a $30,000 equity-free grant from <keyword id="18635" type="General" weightage="20" keywordseo="amazon" source="Orion">Amazon</keyword>. </li><li>Ecoright makes <keyword id="14930551" type="General" weightage="20" keywordseo="sustainable-tote-bags" source="Orion">sustainable tote bags</keyword> and satchels for global consumers. </li><li>Four out of five Indians consider <keyword id="49089" type="General" weightage="20" keywordseo="sustainability" source="Orion">sustainability</keyword> as a criteria while buying fashion items, according to a YouGov <a href="https://in.yougov.com/en-hi/news/2019/08/06/more-8-10-indians-are-open-buying-sustainable-fash/">survey</a>. </li><li>Business Insider India spoke exclusively to Udit <keyword id="39572" type="General" weightage="80" keywordseo="sood" source="Orion">Sood</keyword>, co-founder of Ecoright to understand the company’s plans.</li></ul>A duo from Ahmedabad in Gujarat are changing the sustainable fashion game of India – one <keyword id="3206594" type="General" weightage="20" keywordseo="tote-bag" source="Orion">tote bag</keyword> at a time. Their company, Ecoright, on Wednesday secured a $30,000 grant from the world’s largest e-commerce company Amazon as part of the latter’s accelerator programme for startups. Ecoright, an online e-commerce company, was founded by Nikita Barmecha and Udit Sood to sell sustainable tote bags and satchels. “Everything we do, circles back to the planet we love,” declares their company website. The Soods are an eco-friendly family – Udit’s father Sanjiv Sood and his wife are staunch supporters of the anti-plastic movement. His sister is an environmental lawyer. While studying at IIM-Calcutta, Udit’s research was focused on sustainable trade practices. This culminated in the genesis of Ecoright in 2017. Five years later, Ecoright has won the second position at the second season of Amazon’s 8-week startup accelerator programme. The programme received over 1,000 applications from top direct to consumer (D2C) brands in India, of which 15 were selected to undergo the mentorship programme. Ecoright aims to use the $30,000 grant and $10,000 AWS Activate credits to build global sustainable practices and invest more in ethical manufacturing. “With the help of Amazon, we aim to collaborate with leading designers in the country within 12-14 months. The 8-week Amazon accelerator programme also helped give more clear structure to our business for going global,” Udit Sood said in a conversation with Business Insider India. Ecoright is looking to expand in countries like Singapore and UAE. It has already established its footprint in Malta, Greenland, USA, Canada, Mexico, Denmark, Australia, New Zealand with over 150 products across 34 product lines. Ecoright is projected to make ₹30 crore in FY23 and aims to be a ₹500 crore company by 2027, revealed the younger Sood. “Out of the 125 countries we ship to, India is the largest consumer base till date. Indians are very receptive to sustainable products,” he said. Four out of five Indians consider sustainability as a criteria while buying fashion items, according to a YouGov <a href="https://in.yougov.com/en-hi/news/2019/08/06/more-8-10-indians-are-open-buying-sustainable-fash/">survey</a>, one of the world's leading market research and data companies. This is what Ecoright is hoping to tap. Merging style with sustainability Ecoright’s biggest challenge is creating fashion items that are both stylish and eco-friendly. It uses organic cotton, azo-free dyes, Juton – a mix of cotton and jute– and recycled PET bottles. “It is difficult to blend both style and sustainability but we are trying to achieve that. A new material called Juton is being experimented by us. The product leads to 45% lower water consumption and 38% lower emissions. Everyone wants sustainable options but research and development of the products take time,” Sood, referred to as the Panda by his team, told Business Insider India. From a solar powered factory with rainwater harvesting, zero emissions and use of eco-friendly materials, Ecoright is getting many things right. It is also actively building a company that is inclusive, diverse and ethical. Over 90% of factory workers of Ecoright are women; 10 of the 17 core team members are female. “We make sure our female workers are getting appropriate wages and training as well. Most of these workers are sole breadwinners of a family,” said Sood. The company also offers interest free loans to their workers' children. The vegan and animal cruelty-free company aims to launch work and travel bags in the upcoming months. It has also partnered with Disney and animated character Peanut to design globally loved quirky tote bags. “We aim to become a 100% solar-powered factory within the next 12-14 months with complete carbon offset from our products,” revealed Udit Sood. According to the Capgemini Research Institute’s latest report, <a href="https://www.capgemini.com/insights/research-library/sustainable-product-design/">“Rethink: Why sustainable product design is the need of the hour”</a>, 67% of organisations have seen a reduction in carbon emissions due to the implementation of sustainable product design strategies, while 73% have seen an improvement in revenue growth. SEE ALSO: <a target="_blank" class="c-link c-message_attachment__title_link" href="https://www.businessinsider.in/entertainment/news/brahmstra-hits-the-advance-booking-bulls-eye-but-needs-word-of-mouth-publicity/articleshow/94055321.cms">Brahmāstra hits the advance booking bulls eye but needs word of mouth publicity</a> <a target="_blank" class="c-link c-message_attachment__title_link" href="https://www.businessinsider.in/business/startups/news/solethreads-ecoright-and-go-desi-are-the-winners-of-amazons-startup-accelerator-programme/articleshow/94054453.cms">Solethreads, EcoRight and Go Desi are the winners of Amazon’s startup accelerator programme</a> <a target="_blank" class="c-link c-message_attachment__title_link" href="https://www.businessinsider.in/business/ecommerce/news/myntra-expands-offerings-for-climate-conscious-teenagers-with-wrogn-and-dressberry-teens/articleshow/94053249.cms">Myntra expands offerings for climate-conscious teenagers with Wrogn and Dressberry Teens</a>

This Amazon grant winning startup is saving the environment, one tote bag at a time

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OPINION: How green motivators are shaping consumer choices — a fresh look at Herzberg’s Two-Factor Theory

Nitika Sharma

Myntra for Earth is working towards scaling the number of brands in the store to ~2X by the upcoming quarter while adding another 4000 styles to the existing assortment: Ayyappan Rajagopal of Myntra

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This Amazon grant winning startup is saving the environment, one tote bag at a time

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