green marketing.doc

TABLE OF CONTENTS

2

Certificate by Guide 2

Acknowledgement 3

CHAPTER NO.

CHAPTER TITLE PAGE NO.

1. Introduction 5-27

2. Review of Literature 28-34

3. Need, Scope and Objectives of the Study 35-36

4. Research Methodology 37-40

5. Data Analysis and Interpretation 41-56

6. Findings of the Study, Recommendation and Conclusion

57-60

Questionnaire 61-62

References 63

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Chapter 1

INTRODUCTION

1.1 INTRODUCTION TO GREEN MARKETING

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Green marketing means marketing of products that are presumed to be

environmentally safe as it causes less impairment to environment. Marketers have

responded to growing consumer demand for environment-friendly products in several

ways: "by promoting the environmental attributes of their products; by introducing

new products; and by redesigning existing products all components of environmental

marketing." Indeed, marketing campaigns touting the environmental ethics of

companies and the environmental advantages of their products have improved in

recent years. Thus green marketing incorporates abroad range of activities such as

innovative production process & packaging.

Green product: It is defined as an efficient, clean or durable product or service derived

from green inputs. Thus green product is any product that is less harmful to the

environment. Opportunity for innovation has explained green marketing from an

organizational stand point environmental considerations should be integrated in to all

aspects of marketing new product developments and communications. According to

the author, environment should be balanced with primary customer needs. The so

called green consumer movement in the US and the other countries have struggled to

reach the critical mass and to remain in the forefront shoppers mind. The lack of

consensus by Green marketer consumer marketer, activist, regulator and influential

people have slowed the growth of green products. Green or environmental marketing

consist of all activities designed to facilitate any exchange intended to satisfy human

needs and wants, such that the satisfaction of these needs and wants occurs,

with minimal detrimental impact on the natural environment.

1.1.1Evolution of green marketing:

Green marketing comprises of environmental marketing and ecological marketing. It

focuses on eco friendly products and services which provide customer satisfaction and

widen the scope of eco friendly marketing and generate new opportunities and growth

towards the profitability of firms. The term Green Marketing came into prominence in

the late 1980s and early 1990s The American Marketing Association (AMA)

organized the first workshop on "Ecological Marketing" in 1975.This renowned in

one of the first books on green marketing entitled.

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Ecological Marketing

According to Peattie (2001) the evolution of green marketing has three phases.

First phase: it was termed as” Ecological” green marketing, and during this period

all companies were striving hard to solve environmental problems and provide

solutions for the same.

Second phase: It is the phase when the focus was completely shifted towards clean

technology and to design such products which are innovative and take safety

measures to avoid waste disposal and pollution.

Third phase: It was "Sustainable e" green marketing understanding the green

marketing concept It needs to generate awareness in the mind of customers make them

equally aware of the ecological product and its importance hat needs to be sustainable

in long term

1.1.2 Why is green marketing important currently?

The key to successful green marketing campaigns is not only to increase profitability

of firms instead to make products that are environment friendly and to start up

campaigns that will simply make potential customers aware of the tangible benefits

and motivate them to think about environments this will help them understand the

environmental issues at hand and how to use it day today buying. The green

marketing concept has introduced a new market for environmentally friendly products

for those Companies that are undergoing and developing innovative and enhanced

products and services with environmental impacts in the mind of potential customers

and gives themselves an equally new opportunity access to new markets, and can

substantially raise profits and enjoy competitive advantages over those

marketing non-environmentally responsible alternatives.

Eco label is defined as: Eco label is a labeling system for consumer product

(excluding food and medicine) that are made in a certain fashion to avoid detrimental

effects on the environment. Eco label is defined as eco emerged as one of the tools

from green marketing which are intended as means for consumers to make choices

that will reduce environmental impact and enable them to influence how products

are made.

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So, in simple terms Green marketing 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 itself 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 - an assumption that has not been proven conclusively,

specially the mild effect which it had had on consumers has washed away by the

present recession (2008-09) only.

Green marketers though argue that it is a way to use the environmental benefits of a

product or service to promote sales. Many consumers will choose products that do not

damage the environment over less environmentally friendly products, even if they

cost more. With green marketing, advertisers focus on environmental benefits to sell

products such as biodegradable diapers, energy-efficient light bulbs, and

environmentally safe detergents.

People buy billions of dollars worth of goods and services every year—many of

which harm the environment in the way they are harvested, made, or used.

Environmentalists support green marketing to encourage people to use

environmentally preferable alternatives, and to offer incentives to manufacturers that

develop more environmentally beneficial products.

1.1.3 Importance of green marketing

Man has limited resources on the earth, with which she/he must attempt to provide for

the worlds' unlimited wants. There is extensive debate as to whether the earth is a

resource at man’s disposal. In market societies where there is "freedom of choice", it

has generally been accepted that individuals and organizations have the right to

attempt to have their wants satisfied. As firms face limited natural resources, they

must develop new or alternative ways of satisfying these unlimited wants. Ultimately

green marketing looks at how marketing activities utilize these limited resources,

while satisfying consumers wants, both of individuals and industry, as well as

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achieving the selling organization's objectives. When looking through the literature

there are several suggested reasons for firms increased use of Green Marketing. Five

possible reasons cited are:

• Organizations perceive environmental marketing to be an opportunity that can be

used to

achieve its objectives

• Organizations believe they have a moral obligation to be more socially responsible

• Governmental bodies are forcing firms to become more responsible

• Competitors' environmental activities pressure firms to change their environmental

marketing

activities

• Cost factors associated with waste disposal, or reductions in material usage forces

firms to

modify their behavior

• Opportunities

Goals of Green Marketing

• Eliminate the concept of waste.

• Reinvent the concept of product.

• Make prices reflect actual and environmental costs.

• Make environmentalism profitable.

• Bringing out product modifications.

• Changing in production processes.

• Packaging changes.

• Modifying advertising.

1.1.4 Need of Green Marketing:

An Anthropological View Issues like Global warming and depletion of ozone

umbrella are the main for the healthy survival. Every person rich or poor would be

interested in quality life with full of health and vigor and so would the corporate class.

Financial gain and economic profit is the main aim of any corporate business. But

harm to environment cost by sustain business across the globe is realized now though

off late. This sense is building corporate citizenship in the business class. So green

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marketing by the business class is still in the selfish anthological perspective of long

terms sustainable business and to please the consumer and obtain the sanction license

by the governing body. Industries in Asian countries are catching the need of green

marketing from the developed countries but still there is a wide gap between their

understanding and implementation. Challenges in Green Marketing.

1) Need for StandardizationIt is found that only 5% of the marketing messages from “Green” campaigns are

entirely true and there is a lack of standardization to authenticate these claims. There

is no standardization to authenticate these claims. There is no standardization

currently in place to certify a product as organic. Unless some regulatory bodies are

involved in providing the certifications there will not be any verifiable means. A

standard quality control board needs to be in place for such labeling and licensing.

2) New ConceptIndian literate and urban consumer is getting more aware about the merits of Green

products. But it is still a new concept for the masses. The consumer needs to be

educated and made aware of the environmental threats. The new green movements

need to reach the masses and that will take a lot of time and effort. By India’s

Ayurvedic heritage, Indian consumers do appreciate the importance of using natural

and herbal beauty products. Indian consumer is exposed to healthy living lifestyles

such as yoga and natural food consumption. In those aspects the consumer is already

aware and will be inclined to accept the green products.

3) Patience and PerseveranceThe investors and corporate need to view the environment as a major long-term

Investment opportunity, the marketers need to look at the long-term benefits from this

new green movement. It will require a lot of patience and no immediate results. Since

it is a new concept and idea, it will have its own acceptance period.

4) Avoiding Green Myopia

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The first rule of green marketing is focusing on customer benefits i.e. the primary

reason why consumers buy certain products in the first place. Do this right and

motivate consumers to switch brands or even pay a premium for the greener

alternative. It is not going to help if a product is developed which is absolutely green

in various aspects but does not pass the customer satisfaction criteria. This will lead to

green myopia. Also if the green products are priced very high then again it will loose

its market acceptability.

1.1.5 Benefits of Green Marketing

Today’s consumers are becoming more and more conscious about the environment

and are also becoming socially responsible. Therefore, more companies are

responsible to consumer suspirations for environmentally less damaging or neutral

products. Many companies want to have an early mover advantage as they have to

eventually move towards becoming green.

Some of the advantages of green marketing are:

• It ensures sustained long term growth along with profitability.

• It saves money in the long run, though initially the cost is more.

• It helps the companies market their products and services keeping the environment

aspects in mind. It helps in accessing the new markets and enjoying the competitive

advantage.

• Most of the employees also feel proud and responsible to be working for an

environmentally responsible company.

1.1.6 Golden Rules of Green Marketing

1. Know You’re Customer: Make sure that the consumer is aware of and concerned

about the issues that your product attempts to address, (Whirlpool learned the hard

way that consumers wouldn’t pay a premium for a CFC-free refrigerator because

consumers don’t know what CFCs were.).

2. Empower Consumers: Make sure that consumer feel. By themselves or in concert

with all the other users of your product, that they can make a difference. This is called

“empowerment” and due to this main reason consumers will buy greener products.

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3. Be Transparent: Consumers must believe in the legitimacy of the product and the

specific claims made in regard.

4. Reassure the Buyer: Consumers must be made to believe that the product

performs the job it’s supposed to do-they won’t forego product quality in the name of

the environment.

5. Consider Your Pricing: If you’re charging a premium for your product-and many

environmentally preferable products cost more due to economies of scale and use of

higher-quality ingredients-make sure those consumers can afford the premium and

feel it’s worth it.

6. Thus leading brands should recognize that consumer expectations have changed. It

is not enough for a company to green its products; consumers expect the products that

they purchase pocket friendly and also to help reduce the environmental impact in

their own lives too.” Green” Logistics Is in the process of coming onto corporate

radar screens, but companies need to see a cause and effect on profitability before

they commit much more than superficial efforts toward green logistics. Everyone

knows how important this is, but market analysts and investors likely won’t add much

about green logistics into the “plus” column until it starts to impact overall

profitability. It continues activity and hype around “green” supply chains. From a

supply chain perspective, most companies are focusing on the low-hanging fruit:

optimizing their transportation operations, LEED certified buildings,

minimizing/eliminating packaging, and considering carbon-footprint in network

design (Llama soft, Ilog, Infor, Carbon View, Mares Logistics, and IBM all have

solutions in this area). However, a lot more work is required on the standards front,

which is starting to occur. Also, in my opinion, large-scale progress in this area won’t

occur in the US and elsewhere without government intervention (e.g., regulations,

tax/financial incentives, etc).

1.1.7 Green Washing

In spite of its growing popularity, the green marketing movement faced serious

setbacks in the late 1980s because many industries made false claims about their

products and services. For instance, the environmental organization Corp Watch ,

which issues annually a list of the top ten” green washing" companies, included BP

Amoco for advertising its "Plug in the Sun" program, in which the company installed

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solar panels in two hundred gas stations, while continuing to aggressively lobby to

drill for oil in the Arctic National Wildlife Refuge. Green marketing can be very

powerful marketing strategy though when it's done right. In a similar kind of case

Chad’s green marketing campaign bombed because he made the mistake of packaging

his environmentally friendly product in Styrofoam, emitting CFC’s.

Without environmental labeling standards, consumers could not tell which products

and services were truly beneficial. Consumers ended up paying extra for

misrepresented products. The media came up with the term "green washing" to

describe cases where organizations misrepresented themselves as environmentally

responsible. So, While green marketing was growing greatly as increasing numbers of

consumers were willing to back their environmental consciousnesses with their

dollars, it can be dangerous. The public tends to be skeptical of green claims to begin

with and companies can seriously damage their brands and their sales if a green claim

is discovered to

1) Opportunities - As demands change, many firms see these changes as an

opportunity to be exploited and have a competitive advantage over firms marketing

non-environmentally responsible alternatives. Some examples of firms who have

strived to become more environmentally responsible, in an attempt to better satisfy

their consumer needs are:

•McDonald's replaced its clam shell packaging with waxed paper because of increased

consumer concern relating to polystyrene production and Ozone depletion.

•Tuna manufacturers modified their fishing techniques because of the increased

concern over Driftnet fishing, and the resulting death of dolphins.

•Xerox introduced a "high quality" recycled photocopier paper in an attempt to satisfy

the demands of firms for less environmentally harmful products.

2) Governmental Pressure - As with all marketing related activities, governments

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want to "protect" consumers and society; this protection has significant green

marketing implications. Governmental regulations relating to environmental

marketing are designed to protect consumers in several ways,

1. Reduce production of harmful goods or by-products.

2. Modify consumer and industry's use and/or consumption of harmful goods

3. Ensure that all types of consumers have the ability to evaluate the environmental

composition of goods Governments establish regulations designed to control the

amount of hazardous wastes produced by firms. New Delhi, the India's capital was

getting polluted gradually at a very fast pace till Supreme Court of India forced a

change of fuel on it. In 2002, a directive was issued to completely adopt CNG in all

public transport systems to curb pollution. One of the more recent publicized

environmental regulations undertaken by governments has been the establishment of

guidelines designed to "control" green marketing claims. The deregulations include

the Australian Trade Practices Commission's (TPC) "Environmental Claims in

Marketing - A Guideline , the US Federal Trade Commission's (FTC) "Guides for the

Use of Environmental Marketing Claims" and the regulations suggested by the

National Association of Attorneys-General .These regulations are all designed to

ensure consumers have the appropriate information which would enable them to

evaluate firm's environmental claims.

3) Competitive Pressure - Another major force in the environmental marketing area

has been firms' desire to maintain their competitive position. In many cases firms

observe competitors promoting their environmental behaviors and attempt to emulate

this behavior. In some instances this competitive pressure has caused an entire

industry to modify and thus reduce its detrimental environmental behavior. For

example, it could be argued that Xerox's "Revive100% Recycled paper" was

introduced a few years ago in an attempt to address the introduction of recycled

photocopier paper by other manufacturers. In another example when one tuna

manufacture stopped using driftnets the others followed suit.

4) Social Responsibility- Many firms are beginning to realize that they are members

of the wider community and therefore must behave in an environmentally responsible

fashion. This translates into firms that believe they must achieve environmental

objectives as well as profit related objectives. This results in environmental issues

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being integrated into the firm's corporate culture. There are examples of firms

adopting both strategies. Organizations like the Body Shop heavily promote the fact

that they are environmentally responsible. While this behavior is a competitive

advantage, the firm was established specifically to offer consumers environmentally

responsible alternatives to conventional cosmetic products. This philosophy is directly

tied to the overall corporate culture, rather than simply being a competitive tool. Fund

managers and corporate developers too, are taking into account the environmental

viability of the company they invest in Venture Capitalists are investing in green

business because they believe it's a growth opportunity. Britain based HSBC became

the world's first bank to go carbon neutral late last year and is now turning its 11000

buildings in 76 countries worldwide into models of energy efficiency." our customers

have told us that they decide where they shop based on whether the business is a good

neighbor ." Says David North, Tesco’s community director. An example of a firm that

does not promote its environmental initiatives is Coca-Cola. They have invested large

sums of money in various recycling activities, as well as having modified their

packaging to minimize its environmental impact.

While being concerned about the environment, Coke has not used this concern as a

marketing tool. Thus many consumers may not realize that Coke is a very

environmentally committed organization. Another firm who is very environmentally

responsible but does not promote this fact, at least outside the organization, is Walt

Disney World (WDW). WDW has an extensive waste management program and

infrastructure in place, yet these facilities are not highlighted in their general tourist

promotional activities.

5) Cost Or Profit Issues - Firms may also use green marketing in an attempt to

address cost or profit related issues. Disposing of environmentally harmful by-

products, such as polychlorinated biphenyl (PCB) contaminated oil are becoming

increasingly costly and in some cases difficult. Therefore firms that can reduce

harmful wastes may incur substantial cost savings. When attempting to minimize

waste, firms are often forced to re-examine their production processes. In these cases

they often develop more effective production processes that not only reduce waste,

but reduce the need for some raw materials. This serves as a double cost savings,

since both waste and raw material are reduced. In other cases firms attempt to find

end - of - pipe solutions, instead of minimizing waste. In these situations firms try to

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find markets or uses for their waste materials, where one firm's waste becomes

another firm's input of production. One Australian example of this is a firm who

produces acidic waste water as a by-product of production and sells it to a firm

involved in neutralizing base materials

1.1.8 Green Code

G  generalizes with care. Consumer behavior will not necessarily be consistent across

different product types, and particular market segments may respond to certain issues

on the green agenda but not others.

R  remembers, the validity of a piece of market research is not related to the degree to

which it supports your preferred option.

E  explores the context from which market research data comes. Be clear on the

nature of the sample used, the questions asked, the way in which responses were

recorded and the time and place from which the responses come

E  ensures that where market research is crossing international borderlines, that the

terminology and interpretation remains consistent. Terms like ‘environment’, ‘green’

and ‘conservation’ do not always translate precisely between languages.

N  neutrality is important. Ensure that when you pose questions to consumers, that

they can make any response without being made to feel guilty or uncomfortable, and

ensure that your own preconceptions about the green agenda (such as an assumption

that green products will cost extra) are not encoded within the questions.

1.1.9 Green Marketing on Social Networks

Participation in social networks continues to grow seemingly without bounds as more

people seek to connect, share and collaborate with likeminded individuals online. 

Today, hundreds of millions of online users have already signed up, with an

increasing number belonging to more than one network. 

For green marketers, social networks provide a compelling channel to communicate

with consumers that have an affinity for green or are at least open-minded enough to

listen.  Today, those users can be found across a wide variety of social networks,

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including both general interest and vertically focused networks that connect those

interested in social responsibility or, more specifically, in the environment. 

Marketing Green has identified six different types of social networks that appeal to

those with a green affinity.  Each network type provides the opportunity for users to

connect, share and/or collaborate with others online.  And because many view green

as a social cause, participation in such networks can generate both personal as well as

societal benefits.   The six types of social networks include the following:   

1. Interaction- Interaction sites connect online user to facilitate offline interactions. 

For example, online users can connect with other likeminded individuals for dating or

socializing on sites such as Care2, Earth wise Singles, dharma Match, Green Drinks,

Green Passions, Green Party Passions, Planet Earth Singles and Veggie Date. 

Alternatively, online users can find out about green events, political rallies or local

meet ups on social action sites such as Leonardo Di Caprio’s 11th Hour Action,

Care2, Do Something, Meet up, Step It Up, Taking IT Global, and World Coolers.  

2. Commitment- Commitment sites enable users to share a personal pledge to make

their lives more eco-friendly.  On certain Commitment sites, users can even

collaborate with others to support their pledge or to encourage others to make similar

pledges.  Examples include sites such as Low Fly Zone, Make Me Sustainable, Pledge

Bank, and The Carbon Diet, Who on Earth Cares (Aus), Yahoo Green and the “I Am

Green” page on Face book.   

3. Utility- Utility sites enable consumers to connect and share online with others that

have a green affinity and/or want to live a greener lifestyle.  Examples include general

interest networks such as Face book, My Space, Tribe and Yahoo Groups (focused on

green), as well as vertically focused networks such as be Turtle, Care2, Common

Circle, Ivanovo, eco Metro, Eco-immunity, Good Tree, Green Bin, Holistic Local,

Lime, Neutral Existence, ethos, The Nag (UK), Zaadz and Zelixy among others.   

Sites like Baagz are emerging that should, in theory, enable users to connect with a far

greater number of online users across the Internet, rather than simply those within a

particular social network.  Considered an early Web 3.0 application, Baagz leverages

semantic web principles to allow software agents to connect people with common

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interests by reading embedded tags in web content (rather than natural language

descriptions). 

4. Shopping- Shopping sites allow consumers to connect and share green purchases

and product reviews.  Examples include Five Limes and Sustain lane.  Additionally,

traditional social shopping sites such as Caboodle, Style Hive, This Next include a

wide range of eco-friendly (e.g., organic) products.  

Today, online users have the opportunities to integrate their favorite purchases into

their personal profile page on sites like Face book using a Yahoo web application

called “My favorite Things”.  This application enables users to share favorite

products, create a wish list and send virtual gifts to friends online.  Importantly,

integration of social shopping into Face book enriches personal profiles and allows

users to connect based on shopping preferences.  

Alternatively, consumers have the option to connect with other likeminded consumers

based on their brand and/or product affinity.  One example is Toyota’s community

site for hybrid owners, Hybrid Synergy Drive.  Another example is Method’s

community of advocates. 

5. Engagement- Engagement sites enable users to share ideas and collaborate on new

ones.  These social networks tend to attract members from specific vertical sectors. 

Examples include local community sites such as eco Tread setters (Yokohama Tire),

Guess and Transition Towns (UK); innovation sites such as Green Building Forum

(UK), Sustainability Forum and watt; and business forums such as Open Eco (Sun)

and OPEN Forum (American Express) among others.

6. Activism- Activism sites enable collaboration to promote change through social

and political activism.  Example sites include: 2People, Care2, Change, Do

Something, Green Voice, idealist, taking IT Global, tree-nation, Wiser Earth and

Youth Noise among others.    

For marketers, such social networks provide a rich opportunity for messaging to

consumers with a green affinity.  Today, there are three primary ways in which

marketers can communicate with consumers through this channel: 

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7. Search- Search Marketers can bid on contextually relevant search keywords within

social networks and provide relevant and engaging content on linked landing pages. 

8. Awareness and Engagement- Marketers can actively engage consumers by

placing corporate profiles within social networks, by facilitating the creation of user

generated content and by encouraging viral marketing.     

The placement of profiles on social networks is a great way to build awareness within

and across peer groups online.  Users connect to a brand or a cause as an expression

of their online identities.  Those that do can be effective advocates for a brand (or

cause) and brands should actively engage them as such.  Moreover, this simple link in

a personal profile can provide a powerful way to build awareness within the user’s

extended network as it provides a de facto endorsement of the brand or cause by a

trusted source. 

Additionally, it is important to note that the creation of user-generated content itself

can facilitate viral marketing efforts though sharing of content between consumers or

via content sharing sites such emptive, River Wired and You Tube.  Moreover, users

may bookmark favorite green content or websites on hunah, Hugg, delicious, Digg

and Stumble Upon, encouraging others to also view the content or visit the site as

well.

9. Targeting.  Marketers can target consumers within a social network through direct

ad placement where possible and appropriate.  

Importantly, Face book has made an announcement that has major implications for

how marketers can communicate to members going forward.  Essentially, Face book

said that it will allow marketers to target members with ads based on its user’s

personal profiles, social connections and even the recent activities of each user’s

extended network. 

This announcement marks a significant departure in the way social networks have

been organized to date.  Until now, marketers have had limited opportunity to serve

ads directly to users within the social network.  With this change, marketers will now

have the opportunity to target consumers directly based on attitudinal, behavioral and

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demographic attributes included directly in or inferred from personal profiles and

connections online.    

So, marketers should take note.   Social networks are proliferating and consumer

participation seems to be growing without bounds.  For marketers, social networks

provide an increasing number of opportunities to communicate with online users that

either have a green affinity or perhaps are connected to someone that does.  To have

the greatest impact, however, marketers should ensure that they align their messaging

with the mission of each type of social network.  Done right, marketers can have a

powerful impact on their brands and the bottom line.

1.1.10 Green Product Paradox: When Too Much Good Is Bad for

the Environment

A common mantra in green marketing is that if you want the masses to buy your

product, focus your messaging on more traditional attributes such as price, quality or

service.  A product’s “greenness” is likely secondary for many mainstream

consumers. For green marketers then, the Holy Grail may be to offer a product that is

competitive on dimensions both traditional and eco-friendly.  This would result in the

greatest number of products sold and greatest impact on the environment.

But, things are not always that simple.  Consider the scenario when an innovative

green product spurs new demand across an entire product category, rather than just

replaces the existing generation of products in market. Is the individual product still

green if the aggregate impact of the category is greater than what it replaced? 

Take, for example, household lighting.  Most of us are aware that switching from

incandescent to fluorescent light bulbs can result in a dramatic reduction in energy

use.  But, overall adoption has been relatively modest in comparison to the potential

market, likely due to the premium price commanded for the bulbs. 

Today, an even newer generation of lighting technology is on the commercial

horizon.  Solid state lighting, described as a “soaped up” version of the light emitting

diodes (LEDs) that are commonly used today to illuminate electronic displays on

alarm clocks and audio equipment, promises to provide lighting at a fraction of the

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energy used by today’s bulbs.  (“Not Such a Bright Idea”, the Economist, August 26,

2010)  Mass adoption of such technology could have significant implications for the

environment given that 6.5% of the world’s energy is used for illumination.

In many ways, we should celebrate such technology fixes given their benefits to the

environment.  For marketers, solid state lighting clearly has the potential to be one of

those “holy grail products”. Yet, green products such as solid state lighting also

present a paradox in that their adoption in mass might actually be detrimental to the

environment. How could this be the case?  Well, according to J Y Tsao and

colleagues at the Sandia National Laboratory, cheaper lighting that sips energy will

likely increase overall demand and uses for light, and with it, overall energy

consumption.

1.1.11 Consumer Awareness

The awakening among consumer by their rights and duties, social and legal

Obligation of the business or government towards the consumer is called

Consumer awareness.

There is a growing realization that consumer are needed to be aware of unfair

practices done by the shopkeepers and producers. The process of development

along with the expanding globalization and liberal process has increased the

number of consumer related issues. Consumer protection has earned an important

place in the political, economic and social agendas of many nations. In India, the

Government has taken many steps including legislative, to protect consumers.

1.1.12 Need for Consumer Awareness

1) Only knowledgeable and alert consumers aware of their rights and

responsibilities can protect themselves effectively. The need of the hour is,

therefore, to educate the common consumers particularly those in rural areas who

are more susceptible to exploitation. Once they are educated and made aware of

the schemes that have been drawn up for their benefit and also the redresses

forum that is available, the benefit of various schemes, in true sense, will reach

the common consumers of the country.

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2) Making existing and potential customers knowledgeable about

Products/services, consumer awareness programs create more informed buying

decisions. Consumers cannot purchase products and services if they do not know

they exist. A lack of consumer awareness in any industry can harm sales. If

specific products and services are better known, those products and services will

remain on the front line in sales. Therefore, it is important to implement

consumer awareness programs that will introduce and make the target audience

aware of the products and services a company offers. Consumer awareness

programs can be initiated through the utilization of flyers, brochures, television,

radio, guides, fact sheets, information posted to a Web site, school programs, and

other sources depending upon the topic and the message delivered.

3) Consumer awareness is making the consumer aware of His/Her rights. It is

important as one should not be misled by producers. Many people are ignorant of

their rights to get protected against the exploitation by so many others. So when there

is a forum for such redress of grievances there seems to be no such exploitation by

many; and becomes a rare one. So in order to get a clear picture of the level of

exploitation of consumers, the awareness is required.

1.1.13 Importance of Consumer Awareness

1. Function- Consumer awareness plays a key role in customer decision making. By

increasing a potential or current customer's knowledge about a product, service or

business, a healthy economic environment is established in which customers are

informed and protected and businesses are accountable.

2. Considerations- According to research at Eastern Michigan University's Consumer

Education Center, consumer education is an ongoing process that considers a variety

of factors, including price, reputation, personal knowledge, history, social issues and

other factors.

3. Benefits- The study at Eastern Michigan University found several significant

benefits to consumer awareness for both individuals and society as a whole. The

benefits of consumer awareness for individuals include enhanced critical thinking,

improved life skills and increased self-confidence. Consumer awareness benefits

21

society by promoting customer satisfaction, increasing economic stability and creating

realistic customer expectations.

4. Types- There is several different types of consumer awareness. Media awareness

involves a customer's knowledge of the advertising surrounding a given product or

company. Media awareness also encompasses independent product reviews online or

in print publications. Cost awareness involves comparing the prices of a similar

product among different competitors.

5. Agencies- One benefit of consumer awareness is that it creates a knowledge of

companies or products that can cause potential problems. There are several agencies

that take complaints about products, services and companies. The U.S. Consumer

Product Safety Commission (CPSC) oversees complaints about unsafe products that

can cause injury or death. The U.S. Food and Drug Administration (FDA) take

complaints about unsafe foods, medications and cosmetics. Local Better Business

Bureaus field complaints about companies, charities and other businesses on a local

level. The Federal Trade Commission (FTC) handles the same complaints on a

national level.

1.1.14 Types of Consumer Awareness

1. Capitalize On Promotional Office Cups for Generating New Purchasers - With

the economy on a downturn, you need to look for an powerful but cost-efficient

medium for publicizing your business. Likewise, the advertising medium must also be

able to rope in new shoppers at the soonest possible time. Typical advertising such as

television or newspaper advertisements is already obsolete and offers only limited

exposure.

2. Employing Brand Marketing Research to Advance Business Strategies- A

company's brand is an incredibly valuable asset that's ideally helpful to produce

positive associations with the corporation and its products. Statistics have indicated

that this kind of brand equity brings about greater fiscal results and customer loyalty.

However, to help leverage these types of business opportunities, a large amount of

brand.

22

3. Hire a Branding Agency – Get Your Brand Seen By The Masses- When you

start your own business, you want to make sure that your company is the first one that

people think of when they need your product or service. But, sometimes this can be a

daunting task, especially when you are just starting out and you do not have a lot of

experience with advertising and marketing.

4. Business Key Rings Hold the Keys to Success - The awesome thing about key

chains is their countless functionality. It is a great idea to distribute customized key

chains during trade expos and conventions to make people buzz and fuzz about your

company and draw traffic to your booth. It can also be a gift to your workers for

events like Thanksgiving, Christmas or company anniversaries.

1.2 INTRODUCTION TO PROJECT

1.2.1 FMCG Product.

We regularly talk about things like butter, potato chips, toothpastes, razors, household

care products, packaged food and beverages, etc. But do we know under which

category these things come? They are called FMCGs. FMCG is an acronym for Fast

Moving Consumer Goods, which refer to things that we buy from local supermarkets

on daily basis, the things that have high turnover and are relatively cheaper.

FMCG Products and Categories

- Personal Care, Oral Care, Hair Care, Skin Care, Personal Wash (soaps);

- Cosmetics and toiletries, deodorants, perfumes, feminine hygiene, paper

products;

- Household care fabric wash including laundry soaps and synthetic detergents;

household cleaners, such as dish/utensil cleaners, floor cleaners, toilet cleaners,

air fresheners, insecticides and mosquito repellents, metal polish and furniture

polish;

1.2.1 Rural Advertising: Current Scenario

There have been two schools of thought among Indian advertisers on rural

advertising. The first school believed that products and marketing techniques, which

23

worked in metro and urban areas, could be transplanted with little or no modifications

to rural India. But the more sophisticated Indian advertisers, quickly perceiving

certain very basic differences between town and country, inaugurated the second

school: the belief that rural marketing required radically different skills and

techniques from its urban counterpart. As a result of the swing of extremities, which

naturally attends such realizations, several new beliefs have become popular:

The rural market offers a vast market for consumer goods.

The distribution task involves covering several lakh villages.

Low-priced products should be more successful in rural markets because of

the per capita income in rural India.

Rural consumers form one homogenous group with similar needs, values and

aspirations.

Advertising should be simple and unsophisticated and in terms of media, use

local fairs, opinion leaders, etc., as opposed to press, film, radio and such other

‘urban-oriented’ media. This was deducted from the low media exposure figures

for rural India.

Underlying these beliefs has been the model of a rural consumer who is

relatively poor and illiterate, whose only media exposure is the local opinion

leader, who remembers brands by picture symbols as opposed to brand names,

and who is unable to comprehend anything other than the most simple of

commercial messages. The myth of the impoverished rural consumer seems to

have some basis, considering the fact that the vast portion of the rural population

spend less than Rs 43 per month. However assuming that as soon as the per

capita expenditure reaches the level of Rs 100 per month, the consumers become

of interest to the marketers of branded products, we see that more than half of

such consumers are in rural areas. There are more rich consumers in rural India

than in urban India. There is no uniform pattern covering all villages. The

structure of competition in rural India can be classified as follows: competition

from other urban national brands, from regional brands, from unbranded urban

products, from unbranded products of that village and finally indirect

competition from substitutes.

Other urban national branded products. In certain villages the proliferation

of national brands is quiet evident. This more likely in villages which are on the

periphery of larger towns because of the spill over from urban centres. There are

24

exceptions to this: certain national brands have reached the remotest of villages

perhaps because of the consistent efforts made by manufacturers through their

marketing and advertising efforts; this is more striking in case of branded tea.

Regional urban branded products. In some villages regional brands or

brands of unorganized sector are quite common. This is so for soaps in north and

south, detergent powders in Gujarat, and talc’s in Tamil Nadu and Kerala.

Unbranded urban products. These products are manufactured at an urban

centre and find their way into rural India through wholesale channels: they are

commonly washing products, confectionery items, ribbons bangles etc.

Unbranded products of village origin. These are products manufactured in

village itself: the hardware of the village smith, the ropes made in the

surrounding fields or the bread and food products made by local baker or

sweetmeat maker.

Substitutable products or indirect competition. A further classification can

be made for competitive products, which can be substituted. Such products are

‘majaans’, neem twigs for the teeth where toothpaste have not yet entered, or

soaps where synthetic detergents are not common. In villages which are around

Banaras, villagers use the mud from the river-bed to wash their clothes and

themselves too.

1.2.3 One of the fastest growing sector in early 1980’s till 1990’s

•The dream of every creative man, any investor, advertising agency, or B-school

graduate to work in or for FMCG Company.

•After 1990’s, FMCG started losing their sheen due to introduction of other product

types total lack of imagination on the part of FMCG companies.

•By 2000, volumes & margins either shrank or stagnated

•During 2006, Consumers willingness to upgrade to better, value added products

helped FMCG.

What isFMCG ?

•Also known as Consumer Packaged Goods (CPG)

•Products with quick turnover &relatively low cost

•Less thinking by consumers

25

•Absolute profit made on FMCG products is relatively small

but they sell in large quantity & earn large profits.

•Durable Products;E.g. Soaps, Cosmetics, teeth cleaning

products, shaving products etc.

•Non-Durable Products;E.g. Glassware's, bulbs, batteries,

plastic goods etc.

Why product line extension is done?

•According to the need of consumer

•To avoid the loss of product diversification

•To balance the profit through product line

•To avoid penetration by competitor (perk glucose)

Packaging

•Attractive packs

•Vibrant colors

•Pack will show the important feature of product

•Protective packaging( bru coffee)

•Size wise packing (Navratna oil and Colgate)

•According to segmentation of Market

•Packaging should be enhanced time by time

•Affordable packs ( coca cola 200 ml).

26

Chapter 2

REVIEWOF

LITERATURE

27

REVIEW OF LITERATURE

In this chapter it is proposed to survey the literature regarding green marketing. Since

green marketing is accepted as the most Economical way of creating awareness about

the green marketing among consumer. But some Economists have done Extensive

work on green marketing as a whole. There have been certain Endeavour’s that have

direct or indirect bearing on the present study.

Stone.(1998),conducted a study Green marketing is still in its infancy and a lot of

research is to be done with a view to explore its potential fully. Green marketing

should not be considered as just one more approach to marketing, but has to be

pursued with much greater vigor, as it has an environmental and social dimension.

Consumer awareness must be created by transmitting the message among consumers

about the benefits of environmental-friendly products and services. The economic and

ecological aspects of green marketing should not be neglected. Marketer needs to

understand the significance of green marketing and have to be very sensitively

towards environmental and ethical aspects as well, or they may have to pay a

premium price in near future.

Biswas. (2000),conducted a study Cross-cultural marketing of consumer products and

services has become an integral part of the mainstream strategic thinking of

multinational consumer products firms. These firms must increasingly address

ecological concerns of the individuals comprising the various global market segments

where these products will be marketed. Green Marketing has thus become a hot topic

for both producers and consumers across cultures. This study investigates how

consumers across cultures feel about the environment, whether it makes sense to

stress green marketing to consumers in other cultures if they are not environmentally

sensitive, and whether there are rudimentary differences in ecological attitudes based

on cultural origins. The paper compares consumer attitudes toward the environment to

determine whether major differences do exist among cultures. Sample data of 459

consumers was gathered from five countries (Azerbaijan, Italy, Spain, the United

States and Venezuela) and was analyzed. Factor analysis was performed to indicate

dimensions of environmental responsibility. ANOVA was used to see if differences

exist between cultures with regard to the various dimensions.

28

Crane.(2002),conducted a study World today is facing a number of environmental

challenges, rapidly increasing vehicular pollution is one of those. In last few years,

total number of passenger cars has touched the sky which is the major source of

vehicular pollution in metro cities worldwide. A ray of hope is the movement of

environmental concerns from being a fringe issue to becoming a major social and

political issue. There is a big role to be played by two segments i.e. the car consumers

and the passenger car manufacturers. A growing awareness about the environmental

challenges has lead Governments and societies, in many parts of the world, to coerce

business organizations into being environmentally more responsive.

Shamsuddoha.(2005),conducted a study that young consumers of passenger cars

carry a strong positive attitude for green practices and green cars for all three

components those are perceptual, emotional and behavioral. Thus the study confirms

a consistency in green consumer attitude and consumer behavior of younger

consumers 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. The present empirical study

recorded and measured consumer attitude towards green cars and green driving

practices and also examined the consistency between green consumer attitude and

green consumer behavior. This study defines three aspects of consumer’s attitude,

those are, Effective, Cognitive and Behavioral response of target consumers. After

conducting a pilot study, a research instrument of eleven items was prepared to

measure the strength of green attitude and behavior relationship.

Nedelea.(2007),conducted a study green marketing strategies in the context faced by

businesses in the middle to late 1990s. The literature suggests that this context has

been characterized by a consumer backlash against green marketing, which has been

created by perceived problems in the areas of green product performance and green

claims in the late 1980s and early 1990s. Evidence is reported from a qualitative study

which investigated corporate perceptions of this context and revealed the strategic

orientations which have subsequently been employed by green marketers.

The findings suggest that managers do indeed perceive the backlash to have occurred

and to have been caused by the factors posited. It is argued that these understandings

have assumed the role of myths in shaping organizational perceptions of the green

marketing context. Four subsequent strategic routes are identified in the paper,

namely passive greening, muted greening, niche greening and collaborative greening.

29

These are described in some detail and managers’ justifications for them are

presented. It is shown that each of these strategies might be appropriate for particular

situations in the context of

the backlash and some of the limitations of the green marketing literature in this

respect are highlighted. Finally, some discussion is provided regarding the

appropriateness of these strategies in the future and potential avenues for further

research are identified.

Anton.(2008),conducted a study Although environmental issues influence all human

activities, few academic disciplines have integrated green issues into their literature.

This is especially true in marketing. As society becomes more concerned with the

natural environment, businesses have begun to modify their behavior in an attempt to

address society's "new" concerns. Some businesses have been quick to accept

concepts like environmental management systems and waste minimization, and have

integrated environmental issues into all organizational activities. Some evidence of

this is the development of journals such as "Business Strategy and the Environment"

and "Greener Management International," which are specifically designed to

disseminate research relating to business' environmental behavior. One business area

where environmental issues have received a great deal of discussion in the popular

and professional press is marketing. Terms like "Green Marketing" and

"Environmental marketing" appear frequently in the popular press. Many

governments around the world have become so concerned about green marketing

activities that they have attempted to regulate them. In Bangladesh, Green issues are

new for all company because they did not have any practiced of it's before. The

researcher will find out what is all about green marketing and implication problem of

green marketing.

Zait.(2008),conducted a study green issues convince all human activities, few

academic disciplines have integrated green issues into their literature. Businesses have

begun to adapt their behavior in an attempt to address society's 'new' concerns. Some

businesses have been quick to accept concepts like environmental management

systems and waste minimization, and have integrated environmental issues into all

organizational activities. One business area where environmental issues have received

a great deal of discussion in the popular and professional press is marketing. Terms

like 'Green Marketing' and 'Environmental Marketing' appear frequently in the

popular press. Many governments around the world have become so concerned about

30

green marketing activities that they have attempted to regulate them. In Bangladesh,

Green issues is new for all company because they did not have any practiced of its

before. Here the researcher will find out how customers are reacting after having a

concept like green product.

Chuchen.(2009),conducted a study Recently, as the environmental protection and

green consumption emerge, the public have concerned about the health and

environmental protection issues in our residences. This article covers terms and

concepts of green marketing, briefly discuss why going green is important and also

examine some of the reason that organizations are adopting a green marketing

philosophy. These days, only marketing doesn't seem to be working as well as it has

in the past. For sustainability and growth a marketer has to consider innovative

environment friendly trends .It also focuses some of the opportunities and challenges

in green marketing.

Monoranu.(2009),conducted a study Green Marketing is a holistic marketing

approach comprises of all the activities designed to generate and facilitate any

exchanges intended to satisfy customer needs or wants with minimal detrimental

impact on the natural environment with a view to have long-lasting impact on the

environment. Green marketing plays a pivotal role in promoting and reinforcing the

inspiration of environmental protection and sustainable development.

Environmentalism has fast emerged as a world wide phenomenon. Business firms too

have risen to the occasion and have started responding to environmental challenges by

adopting green marketing strategies. Green consumerism has played a catalystic role

in ushering corporate environmentalism and making business firms green marketing

oriented. Environmental awareness, attitudes and behavior prevalent among

consumers in India and lists implications of the study findings for the government and

non-governmental organizations engaged in marketing of green ideas and products in

the country. For the sustainable development of business organization and the society

as whole green marketing approaches must be adopted and popularized. There are

many challenges, but to a greater extent those obstacles can be overcome through

adopting strategies. This paper attempts to present the significance of green marketing

for sustainability of business and the environment as a whole.

31

Murthy.(2010),conducted a study Green marketing is a vital constituent of the

holistic marketing concept. Many global players in diverse businesses are now

successfully implementing green marketing practices. Green marketing is a new

marketing concept and has become a corporate buzzword. It has been a new fashion

for the marketers to be greener for gaining competitive advantage over the

competitors in the turbulent market. The present paper has made an attempt to

highlight the reasons of adopting green marketing approaches over the traditional

marketing by the organizations. It has also identified some paths of going green to

have edge over the other players in the same industry.

In the end it can be concluded that most of the studies are conducted on consumer

awareness about green marketing. Beyond these they also studied that resources are

limited and human needs are unlimited, hence we have to utilize the resources

efficiently without wasting. Considering the ample importance of consumer

awareness about green marketing and to analyze limited resources satisfying the

consumer need.

32

OBJECTIVES OF THE STUDY

The main objectives of the study were as under.

1. To know the awareness level about green marketing.

2. To know source where respondents are getting about green marketing.

3. To know the impact of green advertising on consumer behavior.

4. To know the participation level of consumer to promote green marketing.

5. To know whether green marketing activities are good at addressing environmental

issues or not.

6. To know Green Marketing strengthen company’s image in the mind of consumers.

33

Chapter 3

NEED&

SCOPE

34

3.1 NEED OF THE STUDY

Before this research, various researchers had conducted study on consumer awareness

about green marketing. Beyond these they also studied that resources are limited and

human needs are unlimited, hence we have to utilize the resources efficiently without

wasting.Considering the ample importance of consumer awareness about green

marketing and to analyze limited resources satisfying the consumer need.

3.2 Scope of the study

The study was limited on consumers aware about the green marketing in Amritsar

city.

35

Chapter 4

RESEARCH

METHODOLOGY

36

RESEARCH METHODOLOGY

Research Methodology is a way to systematically solve the research problem. The

Research Methodology includes the various methods and techniques for conducting a

Research. A Research is a procedure of logical and systematic application of the

fundamentals of science to the general and overall questions of a study and scientific

technique, which provide precise tools, specific procedures, and technical rather

philosophical means for getting and ordering the data prior to their logical analysis

and manipulation different type of research designs is available depending upon the

nature of research project, availability of manpower and circumstances.

4.1 RESEARCH DESIGN

Research Design is an arrangement of conditions for collection and analysis of data in

a manner that aims to combine relevance to the research purpose with economy on

procedure. The research problem having been formulated in clear-cut term helps the

researcher to prepare a research design. The preparation of such a design facilitates in

conducting it in an efficient manner as possible. It is a blue print for the fulfillment of

objectives and answering questions.

4.1.1 Descriptive Research- Descriptive research has been used. Descriptive research

includes surveys, facts, finding and inquiries of different kinds. Descriptive research

is that kind of research where the researcher has no control over the variables.

Reporter can only report what has happened or what is going to happen. But these

incidents cannot be changed by the researcher. The research have been descriptive

research because in the research data have been collected from respondents and have

been described as it is.

4.1.2Conclusion Oriented Research- Conclusion oriented research is that which can

be concluded on basis of research done. While doing conclusion oriented research a

researcher is free to pick up a problem regarding the inquiry and can conceptualize as

he wishes.

37

4.2 SAMPLE DESIGN

The following factors have to decide within the scope of sample design:

4.2.1 Sample Universe- Universe of the study included all the respondents who

were aware about green marketing.

4.2.2 Sample Unit - A member of a sample selected from a sampling frame is called

sampling unit. The sampling unit was the customers of green marketing in Sirhind.

4.2.3 Sample size- This refers to the numbers of items to be selected from universe to

constitute a sample. An optimum sample is one, which fulfills the requirements of

efficiency, representativeness, reliability and flexibility. The survey was carried out

on 100 customers.

4.2.4 Sampling Techniques- The sampling techniques used was non-probability

random convenience sampling.

HYPOTHESIS FORMULATION:

The present study comprises a sample from one of the most polluting city

(Sirhind) in India. It tries to find out people’s interest about environment, when

‘green’ has become the buzzword. Sirhind being an economically well developed city

has emerged as an education hub in India. There is nothing wrong in assuming that

the city with considerably good literacy rate is well aware of the environmental

degradation and its repercussions to the human race. Thus the hypothesis was

formulated as:

H1: Environmental concern varies with age and income of respondents

H2: There is no relationship between consumer’s attitude and purchase

behavior of green products.

H3: There is no relationship between consumer’s attitude and

conservation behavior.

H4: Consumers of Sirhind city are well aware of green products.

4.3 DATA COLLECTION AND ANALYSIS

38

4.3.1 Data Collection

In this study data was collected from following sources.

Secondary Sources- Secondary data are those which have already been collected by

someone else which already had been passed through the statistical process.

Secondary data had been collected through magazines websites and journals.

Primary Sources- Primary data collected are fresh and for the first time and thus

happen to be original in character. Primary data had been collected by conducting

surveys through questionnaire, which include open-ended and close-ended questions.

4.3.2 Tools of Analysis and Presentation:-After collecting the data were analyzed

through various statistical tools and techniques. The analysis of data requires a

number of closely related operations such as establishments of categories, the

applications of these categories to raw data through coding, tabulation and then

drawing statistical inferences. The unwieldy data should necessarily be condensed

into few manageable groups and tables for further analysis.

To analyze the data obtained with the help of questionnaire, following tools were used

Percentage Method - Percentage method for analysis of data.

Table and Pie Chart-Table and pie charts for present the data.

4.4 LIMITATIONS OF THE STUDY:

The limitations of the study were:

1. Unawareness – People are unaware about Green marketing

2. Mood of the respondent: At the time of filling up of the questionnaire mood

variances has been noticed. Those who has been in very excited mood they didn’t take

it seriously and those who has been not in good mood they took it lightly.

3. Lack of knowledge: Some of the respondents could not answer the questions due

to lack of knowledge.

39

4. Inadequate data: The data provided has been not sufficient due to which the

generalizations cannot be made.

5. Time factor: The research has been carried out in a short period. Therefore the

sample size and the parameters has bee selected accordingly so as to finish the work

within the given time frame.

6. Lack of scientific method: The lack of scientific training in research methodology

has been great impediment in the research program.

Chapter 5

40

DATA ANALYSIS&

INTERPRETATION

DATA ANALYSIS AND ITS INTERPRETATION

Ques .1. Are you aware about the Green Marketing?

Table - Awareness About the Green Marketing

Awareness No. of Respondents % of Respondents

Yes 88 88

No 12 12

Total 100 100

Figure 5.1- Aware About the Green Marketing

41

Analysis and Interpretation

From the analysis we can infer that88 % of respondent are aware of green marketing.

It was clear from the above analysis that 12% respondents are not aware about green

marketing.

Ques 2. From which source you getting the information about Green

Marketing?

Table 5.2- Source you Getting the Information About Green Marketing

Information No. of Respondents % of Respondents

Advertisement 40 40

Internet 35 35

Magazines 15 15

Packaging 10 10

Total 100 100

Figure 5.2- Source you Getting the Information About Green Marketing

42

Analysis and Interpretation

From the analysis we can find that advertisement source is used by 40% respondents,

35% respondents use internet as a source of information about green marketing, 15%

respondents use Magazines as a source of information and 10% use Packaging as a

source of information about Green marketing.

Ques 3. What is the impact of green advertising on consumer behavior?

Table 5.3- Impact of Green Advertising on Consumer Behavior.

Impact No. of

Respondents

% of Respondents

Saving of natural resources 35 35

Environmental protection 25 25

Easier consumer adaptation of

product

22 22

All of above 18 08

Total 100 100

Figure 5.3- Impact of Green Advertising on Consumer Behavior.

43

Analysis and Interpretation

The analysis shows that majority of the consumers impact of Green Advertising

through Saving the natural resources 35 % of consumers behaviors impact through

Environmental protection is 25%,Easier consumer adoption of product is 22 % and

18% of consumers impact of Green Advertising through All of above respectively

Ques 4. What factors affect while purchasing of green product?

Table 5.4- Factors Affect While Purchasing of Green Product.

Factors No. of Respondents % of Respondents

Eco friendly products 40 40

Healthier 32 32

Easily available 20 20

Less cost 08 08

Total 100 100

Figure 5.4- Factors Affect While Purchasing of Green Product.

44

Analysis and Interpretation

From the analysis we can find that 32% respondents are affected by the Healthier

factor, Eco friendly product effect 40%respondents, Easily availability effect the 20%

respondents and the rest 8% respondents are effected by less cost factor.

Ques 5. How green marketing create the image in the mind of consumer?

Table 5.5- Create the Image in the Mind of Consumer.

Factors No of Respondents % of

Respondents

Protection of the environment 38 38

Health conscious 33 33

Less wasting of resources 14 14

All of above 15 15

Total 100 100

45

Figure 5.5- Create the Image in the Mind of Consumer.

Analysis and Interpretation

From the analysis we can find that 38% of the respondent say that green marketing

create the image in the mind of consumer through that products protect the

environment, 33% respondent feel that they are health conscious,14% say that green

product are less wasting of resources and 15% say that green marketing create the

image in the mind of consumer are all of above respectively

Ques 6. How green marketing activities are good for addressing environment

issue?

Table 5.6- Addressing Environment Issue.

Addressing issues No of Respondents % of

Respondents

Care of pollution 37 37

Eco friendly products 29 29

Less wasting of resources 23 23

All of above 11 11

Total 100 100

46

Figure 5.6- Addressing Environment Issue.

Analysis and Interpretation

From the analysis we can infer that 37% of the respondent say that green marketing

activities are good for addressing environment issue through that products are care the

pollution, 29% respondent feel that they are eco friendly products,23% say that green

marketing activities are less wasting of resources and 11% say that green marketing

activities are addressing environment issues all of above respectively.

Question 7. How can the participation of consumer be increased to promote

green marketing?

Table 5.7- To Promote Green Marketing.

Participation can be increased No of

Respondents

% of

Respondents

By greener product 30 30

By food & personal care product 28 28

By healthier cleaning products 22 22

All of above 20 20

Total 100 100

Figure 5.7- To Promote Green Marketing.

47

Analysis and Interpretation

From the analysis we can infer that 30% of the respondent say that to promote the

green marketing through that by usage of greener product, 28% respondent feel that

they are by usage of food and personal care product, 22% say that to promote green

marketing through usage of healthier cleaning product and 20 % say that to promote

green marketing through all of above respectively.

Question.8. . Do you think Green Marketing advertising is a good source of information about green products and services?

Table 5.8- Green Marketing Advertising is a Good Source of Information about

Green Products and Services.

Response No. of Respondents % of Respondents

Yes 73 73

No 27 27

Total 100 100

Figure 5.8- Green Marketing Advertising is a Good Source of Information about

Green Products and Services.

48

Analysis and Interpretation

From the analysis we can infer that 73% of respondent think Green Marketing

advertising is a good source of information about green products and services only

27% think Green Marketing advertising is not a good source of information about

green products and services.

Question .9. Companies are adopting green marketing as:

Table 5.9- Adopting Green Marketing as:

Green marketing as No of Respondents % of

Respondents

Social responsibility 47 47

Competitive tool 18 18

Cost reduction 15 15

Others 20 20

Total 100 100

Figure 5.9- Adopting Green Marketing as:

49

Analysis and Interpretation

From the analysis we can find that 47% of the respondents say that companies are

adopting green marketing as Social responsibility people related to 18% of survey

say that it is a competitive tool, green marketing as a cost reduction tool say 15%

people and 20% people are with the other factors.

Question10 Do you think green products are costlier than normal products?

Table 5.10 Do you think green products are costlier than normal productsAwareness No. of Respondents % of Respondents

Yes 83 83

No 17 17

Total 100 100

Figure 5.10 Do you think green products are costlier than normal products

50

Analysis and Interpretation

From the analysis we can find that 83% respondents feel that they think that Green

products are costlier than normal products and the 17% respondents feel that Green

products are not costlier than normal products.

Question:11 Have you ever been part of green marketing

Table 5.11 Have you ever been part of green marketingPart of green marketing No. of Respondents % of Respondents

Yes 16 16

No 84 84

Total 100 100

Figure 5.11 Have you ever been part of green marketing

51

Analysis and Interpretation

From the analysis we can find that 84% respondents say that they have not been part

of Green marketing campaign and the 16%repondents say that they have been part of

Green marketing campaign.

Question12 Are you aware of eco labeling initiative of the government?

Table 5.12 Eco labeling initiative awarenessEco labeling

Awareness

No. of Respondents % of Respondents

Yes 67 67

No 33 33

Total 100 100

52

Figure 5.12 Eco labeling initiative awareness

Analysis and Interpretation

From the analysis we can find that 67% respondents say that they are aware of the eco

labeling initiative of the Government and the 33%respondents are not aware of the

eco labeling initiative of the Government.

Question13 Have you heard any campaign related to green marketing?

Table 5.13 Have you heard any campaign related to green marketing

Awareness No. of Respondents % of Respondents

Yes 69 69

No 31 31

Total 100 100

53

Figure 5.13 Have you heard any campaign related to green marketing

Analysis and Interpretation

The analysis shows that majority of the consumers have heard about the campaign

related to Green marketing which is 69% and the 31% consumers don’t know about

any campaign related to Green marketing.

Question14 Do you think green marketing results in better product quality?

Table 5.14 Do you think green marketing results in better product quality

Better product

quality

No. of Respondents % of Respondents

Yes 68 68

No 32 32

Total 100 100

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Figure 5.14 Do you think green marketing results in better product quality

Analysis and Interpretation

The analysis shows that majority of the consumers 68% who think that green

marketing results in better product quality and 32% rest respondents say that it does

not results in better product quality.

Ques 15. Suggestions regarding promoting Green Products.

Interpretation:

In response of 10th question in which respondent were asked to give suggestion for

promotion of green marketing, the respondents gave following suggestion:

1. Advertising

2. Media.

3. Promotion by famous personalities.

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4. Increase green product range.

5. More separate stores for green product.

Chapter 6

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FINDINGS

&

RECOMMENDATONS

7.1 FINDINGS OF THE STUDY

The various findings of the research are mentioned below:

1. Maximum numbers of respondents were aware about green marketing.

2. Maximum numbers of respondents were getting the information about green

marketing through advertisement and packaging.

3. Maximum numbers of respondents think that green advertising were impact on

consumer behaviors through saving the natural resources.

4. Maximum numbers of respondents said that healthier and easy available green

products factors affect while purchasing.

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5. Maximum numbers of respondents felt that green marketing create the image

in the mind of consumer through Protection of environment and Health

conscious.

6. Maximum numbers of respondents said that Eco friendly product and Care of

pollution green marketing activities were good for addressing environment

issue.

7. Maximum numbers of respondents felt that the participation level of consumer

to promote green marketing through by usage of greener product and by usage

of food and personal care product.

8. Maximum numbers of respondents said Green Marketing advertising is a good

source of information about green products and services.

9. Maximum numbers of respondents said that Companies are adopting green

marketing as Social responsibility and Competitive tool.

10. Maximum numbers of respondents suggested that to promote the green

marketing. More advertising regarding green marketing must be done.

7.2 RECOMMENDATION

Green marketing is a new and emerging concept and various Nations weather

developed or developed once are really concerned about the alarming levels of

imbalance in the ecology that threatens the very existence of life on the plant earth.

Following are the recommendation:

1. Industrialists must be encouraged to manufacturing green product by

providing tax benefits to green industrialists.

2. Government must increase advertising regarding green marketing.

3. Companies must increase the green product range.

4. More separate stores must be there for green product.

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5. Government can promote by imposing laws and conducting seminars.

7. 3CONCLUSION

The concept of green marketing is relatively new in India. It is observed that the

respondents who are more proactive with the environmental behavior have

positive attitude towards green advertisements. Industry feels that the government

and media are not taking appropriate measures to promote green marketing

concept. Industrialist says that urban users are aware of green products and green

marketing concepts but the rural population is unaware of this concept. It means

green advertisements have positive impact on only those who are already

practicing it. Various industries are aware about the concept of green marketing

because they are more linked with the outside environment and are in touch with

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the new and emerging concept as green marketing. Thus green marketing should

look at minimizing environmental harm, not necessarily eliminating it. Public

though aware does not want to pay the premium price charged for the green

product by various companies and hence is content with the usage of non green

product in various categories. Maximum numbers of respondents were aware

about green marketing and are getting the information about green marketing

through advertisement and packaging .Majority of the consumer’s impact of

Green Advertising through saving the natural resources. Industrialist feel and

immense need to promote green marketing concept as it is sustainable in the long

run and can be really helpful in the saving the drastically changing environment

condition and help in maintaining the ecological balance.

QUESTIONNAIRE

I am Aman kumar Sharma, pursuing MBA from Mata Gujri College Sri

Fatehgarh Sahib, as a part of my final report, I am conducting a research on

“Consumer Awareness About Green Marketing”. So I request you to spare few

minutes from your busy schedule and fill this form. I assure you that the information

provided by you will be kept confidential.

Demographic Information: -

Name - ____________________________________________

Age - 15-25years 26-35years 36-45years

60

Above 45years

Address - ____________________________________________

Occupation - Student Business

        Service Housewife

QUESTIONS

Q1. Are you aware about the green marketing?

Yes No

Q2. From which source you are getting the information about green marketing?

Advertisement Magazines Packaging

Internet

Q3. . What is the impact of green advertising on consumer behavior?

Saving of natural resources environmental protection Easier consumer adoption of product all of above

Q4. What factors affect while purchasing of green product?

Healthier Less cost

Easily Available Eco friendly product

Q5 Have you been part of green marketing campaign?

Yes No

Q6. How green marketing create the image in the mind of consumer?

Less wasting of resources Protection of environment

Health conscious all of above

Q7. How green marketing activities are good for addressing environment issue?

Care of pollution less wasting of resources

Eco friendly product all of above

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Q8. How can the participation of the consumer be increased to promote green

marketing?

By usage of greener product By usage of healthier cleaning product

By usage of food and personal care product all above

Q9. Do you think Green Marketing advertising is a good source of information about green products and services? Yes No

Q10.Companies are adopting green marketing as: Social responsibility Competitive tool Cost Reduction Others Q11 Have you heard of any campaign related to green marketing? Yes No

Q12. Do you think green marketing results in better product quality?Yes No

Q13. Are you aware of the eco labeling initiative of the Government?Yes No

Q14. Do you think Green products are costlier than normal products?Yes No

Q15. Suggestions regarding promoting Green Products

Contact No: Date:

REFERENCES

Anton, M. (2008) A Five Nation Cross-Cultural Analysis and Comparison of

Consumer Ecological Opinions and Behaviors. International Journal of

Management and Marketing Research, 3(6), 35-58.

Biswas, B. (2000) Green Marketing in Business Sustainability. Journal of

Institute of Environment and Management, 9(3), 127-140.

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Chu chen, D. (2009) A Study of Changing Shift in Green Attitude.

International Journal of Management and Marketing Research, 21(11), 41-67.

Crane, S. (2002) Environmentally Conscious Younger Consumers. Ecological

Law Journal, 58(3), 22-27.

Monoranu, T. (2009) Green Marketing and Strategic Reorientation. Journal of

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Murthy, B. (2010) Green Marketing and its Implication Problem in

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Nedelea, G. (2007) Realization on Green Marketing in Bangladesh . European

Pakistan Journal of Social Sciences, 3(3), 924-944.

Ottman, J. (2008) Golden rules of green marketing. Mumbai: Himalaya

publishing house.

Stone, D. (1998) Customer Realization on Green Marketing , JIS Management

Vista, 48(1), 55-62

Shamsuddoha, G. (2005) Opportunity for Innovation and Sustainable

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55.

Wach, K. (2008) Characteristics of UK Consumers' Willingness to Pay for

Green Energy. Journal of Strategic Marketing, Forthcoming, 9(1), 7-25.

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ANNEXURE

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