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Oppurtunities & Challenges For Green Marketing For Corporates
Oppurtunities & Challenges For Green Marketing For Corporates
INTRODUCTION
In today's business world environmental issues plays an important role in marketing. All most all the
governments around the world have concerned about green marketing activities that they have attempted
to regulate them. There has been little attempt to academically examine environmental or green
marketing. It introduces the 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.
OBJECTIVE OF STUDY
>>Explore the various factors which influence the green purchasing behavior of the Indian consumer.
>>Will advertising attitude and ad usage of a person predict his green purchasing behavior?
>>Will his attitude towards private brands influence his green purchasing behavior?
>>To give a segmented opinion of the green purchasing behavior attitude based on their gender, family
type, education level etc.
PROBLEM FORMULATION
The aim of this study is to investigate immense opportunities and associated challenges in Green
Marketing. Green marketing is still in its infancy and a lot of research is to be done on green marketing to
fully explore its potential. Marketing Green means having a vision and a plan and taking (cautious)
action. As more companies look to promote their environmentally savvy practices, it's a good idea to
pause for a moment and consider what companies are marketing when promoting organization as green or
sustainable.
RESEARCH METHODOLOGY
Descriptive research design is used in this research. It includes survey and fact finding inquiries of
different kinds. The major purpose of descriptive research is description of the state of the affairs, as it
exists at present.
DATA COLLECTION:
There are two sources through which data is collected.
Primary Data: Primary data has been collected mainly through structured questionnaire.
The questions were designed in an easily understandable manner that the respondents may
not have any difficulty in answering them.
Secondary Data: Secondary data has been obtained through websites, books, and online magazines and
journals.
CONCLUSION
Many organizations want to turn green, as an increasing number of consumers' want to associate
themselves with environmental-friendly products. Alongside, one also witnesses confusion among the
consumers regarding the products. In particular, one often finds distrust regarding the credibility of green
products. There are numerous challenges in the field of green marketing.
ANNEXURE
1.
a)
Yes
b)
No
5. Do you think green marketing and its advertising are good sources of information about green products
and services?
a) highly agree
b) agree
c) neutral
d) disagree
e) highly disagree
6.Do you agree that green marketing activities are good at addressing environmental issues?
a) highly agree
b) agree
c) neutral
d) disagree
e) highly disagree
9. Do you think that green marketing strengthen companys image in the mind of consumers?
a) highly agree
b) agree
c) neutral
d) disagree
e) highly disagree
10. Do you think that companies that focus on environmental concerns persuade consumers to buy
products?
a) highly agree
b) agree
c) neutral
d) disagree
e) highly disagree
11. Do you think this strategy will help to grow healthy environment?
a) yes
b) no