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Sample Synopsis 2
Sample Synopsis 2
Punjab.
1.1 Introduction
1.1.1 What is Green Marketing?
Green marketing 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 which harm the
environment in how 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.
The term Green Marketing came into prominence in the late 1980s and early 1990s. The
American Marketing Association (AMA) held the first workshop on "Ecological Marketing" in
1975. The proceedings of this workshop resulted in one of the first books on green marketing
entitled "Ecological Marketing".
The first wave of Green Marketing occurred in the 1980s. Corporate Social Responsibility (CSR)
Reports started with the ice cream seller Ben & Jerry's where the financial report was
supplemented by a greater view on the company's environmental impact. In 1987 a document
prepared by the World Commission on Environment and Development defined sustainable
development as meeting the needs of the present without compromising the ability of future
generations to meet their own need, this became known as the Brundtland Report and was
another step towards widespread thinking on sustainability in everyday activity. Two tangible
milestones for wave 1 of green marketing came in the form of published books, both of which
were called Green Marketing. They were by Ken Peattie (1992) in the United Kingdom and by
Jacquelyn Ottman (1993) in the United States of America.
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There are plenty of reasons why green marketing is such a hot topic right now; rising energy
prices, concerns over climate change and water shortages, health concerns and economic factors
are all driving consumers to reassess the contents of their pantries, closets and garages as well as
who they pay their essential bills to. Sustainablebrands08.com, 2008
As the need to be seen as green increases, B2C companies are increasing their green initiatives
that are playing a vital role in changing the consumers buying behavior decision. The way these
initiatives are communicated will ultimately affect the companys image, brand and product.
Companies NEED to leverage their role in being green, especially with the heightened public
awareness of climate change. If companies fail to implement and promote their green initiatives
then they are putting themselves behind the eight ball as competitors will capitalize on the
opportunity to gain a competitive advantage.
IQPCs marketing and Communicating Green Initiatives 2009 event will showcase Australias
leading business case studies tackling green image issues by communicating green initiatives to
consumers. These case studies will both focus on best practice and lessons learned while
communicating key green marketing initiatives. Marketing and Communicating Green Initiatives
2009 will also feature presentations from regulatory bodies, sustainability and marketing
consultancies, media and legal entities providing delegates with a total package when focusing
on green marketing.
1.3.2 Who Will You Hear at The Marketing and Communicating Green
Initiatives 2009 Event?
Paul Allen, GM of Marketing, PAPERLINX who will present on the companys full carbon
neural paper initiative recently released into the Australian market place. Find out the drivers
behind ENVI, the strategies implemented to make it operationally possible, and examine the
communications campaign that now provides hope for an entire industry.
Experience case studies from:
Ashley Jurberg, Group Marketing Manager, EUROPCAR
Craig Maclean, Brand Manager Cascade, THE FOSTERS GROUP
Michelle Joy, Convenor of the Linfox Greenhouse Strategy Group and HR
Manager, LINFOX
Penny Gray, National Manager of Customer Engagement, ORIGIN
Amanda Keogh, Manager Environment & Sustainability Corporate Affairs, FUJI
XEROX
Rowan Dowland, General Manager Marketing and Development, MECU
Bob Welsh, CEO, VICSUPER .Rydges(2008)
Ottoman et al (1999) tells about concept of green marketing has been around at least since the
first Earth Day in 1970. But the idea did not catch on until the 1980s, when rising public interest
in the environment led to a demand for more green products and services. Manufacturers
responded to public interest by labeling hundreds of new products "environmentally friendly"
making claims that products were biodegradable, compostable, energy efficient, or the like.
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 CorpWatch, which issues annually a list of the top ten
"greenwashing" companies, included BP Amoco for advertising its "Plug in the Sun" program, in
which the company installed solar panels in two hundred gas stations, while continuing to
aggressively lobby to drill for oil in the Arctic National Wildlife Refuge.
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 "greenwashing" to describe cases where organizations misrepresented
themselves as environmentally responsible.
In 1992, the Federal Trade Commission (FTC) stepped in to prevent further deception. The FTC
created guidelines for the use of environmental marketing claims such as "recyclable,"
"biodegradable," "compostable," and the like. The FTC and the U.S. Environmental Protection
Agency defined "environmentally preferable products" as products and services that have a
lesser or reduced effect on human health and the environment when compared to other products
and services that serve the same purpose. The label "environmentally preferable" considers how
raw materials are acquired, produced, manufactured, packaged, distributed, reused, operated,
maintained, or how the product or service is disposed.
Today, special labels help the public identify legitimate environmentally preferable products and
services. Several environmental groups evaluate and certify products and services that meet FTC
standardsor their own tougher standards. One popular product that has received certification is
shade-grown coffee, an alternative to coffee beans that are grown on deforested land in the
tropics.
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During the late 1990s, green marketing received a large boost when President Bill Clinton issued
executive orders directing federal offices to purchase recycled and environmentally preferable
products. Some industries adopted similar policies.
Examples of environmentally-beneficial products and services:
Paper containing post-consumer wastepaper
Cereals sold without excess packaging
Shade-grown coffee beans
Cleaning supplies that do not harm humans or environment
Wood harvested from sustainable forests
Energy-efficient lightbulbs
Energy-efficient cars
Energy from renewable sources of energy such as windmills and solar power
Gurau & Ranchhod (2005) , analyses the market of ecological products is growing
exponentially at global level, however, there are very few studies focused on the international
marketing strategies of eco-firms. On the basis of the information collected during interviews
conducted with six British and six Romanian eco-firms with international activity, the main
opportunities and challenges for international green marketing are identified and analyzed. His
findings show important differences between the Romanian and the British firms, mainly
determined by the level of development of their domestic market. The Romanian firms usually
export ecological products using foreign agents, while the British firms sell internationally using
their own brand name and attempting to control the foreign distribution channels. The similarity
of the foreign market selection process applied by the UK eco-firms has allowed the
development of a tentative theoretical framework in the second part of the paper.
Ken & Crane (2005) ,examines elements of green marketing theory and practice over the past
15 years by employing the logic of the classic paper from 1985 Has marketing failed, or was it
never really tried of seeking to identify false marketings that have hampered progress.
That much of what has been commonly referred to as green marketing has been underpinned
by neither a marketing, nor an environmental, philosophy. Five types of misconceived green
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marketing are identified and analyzed: green spinning, green selling, green harvesting,
enviropreneur marketing and compliance marketing. He provides an alternative viewpoint on a
much researched, but still poorly understood area of marketing, and explains why the anticipated
green revolution in marketing prefaced by market research findings, has not more radically
changed products and markets in practice. He helps readers to understand why progress towards
a more sustainable economy has proved so difficult, and outlines some of the more radical
changes in thought and practice that marketing will need to adopt before it can make a
substantive contribution towards greater sustainability.
Lee (2008) ,identify important factors that affect Hong Kong adolescent consumers' green
purchasing behavior. A total of 6,010 (2,975 males and 3,035 females) adolescents in Hong
Kong were recruited through multi-staged random sampling. They were surveyed on their green
purchasing behavior, environmental attitude, and environmental concern, perceived seriousness
of environmental problems, perceived environmental responsibility, perceived effectiveness of
environmental behavior, social influence and concern for self-image in environmental
protection. Multiple regression analysis showed that social influence was the top predictor of
Hong Kong adolescents' green purchasing behavior, followed by environmental concern as the
second, concern for self-image in environmental protection as the third, and perceived
environmental responsibility as the fourth top predictor. A major limitation of this study lies in
the self-reported nature of the survey used. Future study should include some objective
assessments (such as observations or other-reported survey) of the subjects' green purchasing
behavior.
Grant (2008) , looks at the greening of corporate strategy in brands, setting standards, green
marketing and networking resources. He finds that there will be a low carbon economy soon to
which companies will need to adapt. Sustainability is very important.
Vaccaro(2009) , analyzes green marketing strategies and competitive advantage, and relates it to
diffusion of innovation theory in a new way. First, a brief overview is described of corporate
social responsibility (CSR) theories related to green marketing, with providing value by adding
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innovation theory to address the gap in the literature. Next, a discussion is provided on reactive
and proactive B2B green marketing strategies, degrees of innovation, and diffusion theory
research, and propositions are developed. Then, a new model is presented on B2B green
marketing innovation strategies and competitive advantage. Next, a conceptual analysis is
presented using a diffusion of innovation characteristics framework to show relationships of the
innovation characteristics with proactive B2B green marketing strategies and competitive
advantage. Five propositions are developed to reflect the relationship of B2B green marketing
strategies with types of innovations and competitive advantage. In addition, a conceptual analysis
found seven areas of B2B proactive green marketing strategies related to the diffusion of
innovation characteristics. Findings also showed diffusion characteristics are associated with 11
key benefits of sustainable B2B green marketing competitive advantage. Limitations and
managerial implications are discussed. Also, he suggests recommendations related to diffusion of
innovation characteristics in future research. He provides a diffusion of innovation characteristics
framework to test the effectiveness of B2B green marketing strategies and to help generate
competitive advantages in an ecologically-sustainable way. Managerial implications are
discussed on how organizations can achieve successful competitive advantage while contributing
to environmental sustainability for the common good of society. He addresses a gap in the
literature on environmental/green marketing by being the first study to expand the CSR category
of instrumental theories to include diffusion of innovation theory. Diffusion of innovation theory
is applicable to green marketing because it includes new innovations (products, services,
processes, etc.). An application of diffusion of innovation characteristics and their relationship to
proactive B2B green marketing strategies can help shed light on how to increase the rate of
adoption for green products, services, and processes to create a competitive advantage, and at the
same time, help move the world toward greater ecological sustainability.
Simula et al (2009) finds that technology product manufacturers and marketers must take into
account that customers' awareness and appreciation of the benefits of green technology and
products have increased. The purpose is to determine how technology firms can benefit from
green marketing and what pitfalls there are to avoid. Based on a review of green marketing
literature, the paper introduces four approaches to green marketing by means of a matrix
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outlining four factors associated with perceived and actual greenness of new products and new
technology. Then, for each of the four approaches, an appropriate coping strategy is proposed
that includes the issues that firms should consider when they use green marketing. Customers'
green values should be well understood when marketing plans for technology products are
developed and implemented. Green marketing arguments should be communicated to customers
in a coherent and truthful way, to avoid customer scepticism or disbelief.
Connell (2009) explains that number of cellophanes sold in emerging markets coupled with
consumers relatively low environmental awareness- gives urgency to nokias newly launched
effort to expand its worldwide phones-recycling initiatives. A pilot program in India collected
some 68,000 pieces of equipment in 45 days. This scheme is a part of nokias integrated strategy
of innovation in environmental sustainability. Recycling is not a source of revenue for nokia; the
intension is to extract enough value to cover cost. Roughly 65%- 80% of every nokia device can
be recycled and its benefits are a reduction in waste and saving in energy and chemicals.
Thakur ( 2009) analyses that although environmental issues influence all human activities, as
society becomes more concern about the natural environment, business have begun to modify
their behavior in an attempt to address society new concerns. Some businesses have quickly
accepted this concept of environmental marketing and government also become concern about it
and attempted to regulate them. Attempt was also made to measure awareness level of market
comprising of Indore district of M.P. with reference to green marketing of automobiles and
emergent issue was found that the purchase behavior with reference to possible price hike due to
green design, agreement of the market for promotion of long term benefits, its acceptance in
rural and urban market by owner of two, four wheelers.
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3.2 Objective
To evaluate green marketing practices pursued by companies in Punjab.
To study the corporate attitude towards pros and cons of green marketing.
To find the relationship of green marketing with promotional strategies (Cognitive).
To gain a broad overview of issues regarding green marketing initiatives.
attitude towards green marketing. And data will be collected through questionnaires which in
turn will also be the primary data of our study.
3.3.3 Sampling Design
towards green marketing because it will save time and money in data collection. The companies
which will allow us to take interviews will be our respondents.
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2 .Secondary data it includes internet sources, research papers, journals, news papers,
Books, magazines and published reports by various institutions.
questionnaire.
2. Sampling Unit
The respondants in this study will be five employees each from different companies in
Punjab.
Following are list of some of the companies that we would be including for doing survey are:
More
Reliance fresh
Labs & Raks
Pragati rice Mill
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3. Sample Size:- It refers to the number of people to be surveyed for the study, the sample size
will be 260 people from different companies.
4. Technique: ANOVA, Factor Analysis. Suitable Parametric and Non-Parametric Techniques
will be used as per need.
3.4 Qualification of Researcher(s)
1. Karnam Shivkant
2. Geetika Lakhanpal
3. Chandan Kumar
4. Tauseef Jafar
SPSS is one of the leading software for business research. The friendly program is easy to
Use with a wide range of data manipulation tools. The latest version, SPSS for Window
16.0 software is the primary program used in analyzing the data collected and output
Generations.
3.7 Variables:
Green Practices of companies related to ecological, environmental, better quality of life. Social
Responsibilities, Corporate Attitude.
References
Bhat,V.(1993) Green Marketing Begins with Green Design, Journal of Business & Industrial
Marketing
Vol
8,
No
4,
pp.26-31.
Accessed
from
http://www.emeraldinsight.com/Insight/viewContentItem.do;jsessionid=3044F67E779D2CF122
4D6B1CC0469CDD?contentType=Article&contentId=1823701
Connell, A(2009) using gifts and trees to make recyclers of Indian consumer, Harvard business
review south Asia Vol 4, No-9, pp52. Accessed from http;//www.hbrsasia.org
Gurau,C. & Ranchhod,A.(2005) International green marketing: A comparative study of British
and Romanian firms, International Marketing Review Vol 22 ,No 5 ,pp.547-561.Accessed from
http://www.emeraldinsight.com/Insight/viewContentItem.do;jsessionid=23ED7C67DF6D0972E
44D6CE26325A6A5?contentType=Article&contentId=1520054
Grant,J.(2008) Green marketing , Strategic Direction Vol 24 , No 6 ,pp. 25-27. Accesed from
http://www.emeraldinsight.com/Insight/viewContentItem.do;jsessionid=8C19D8317155F6DD3
BDD89B8BEC04CCB?contentType=Article&contentId=1722891
Ken,P. & Crane,A. (2005) Green marketing: legend, myth, farce or prophesy? , Qualitative
Market Research: An International Journal Vol 8 ,No 4,pp.357-370. Accessed from
http://www.emeraldinsight.com/Insight/viewContentItem.do;jsessionid=23ED7C67DF6D0972E
44D6CE26325A6A5?contentType=Article&contentId=1519938
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Questionnaire
Hi, we the students Karnam Shivkant , Chandan Kumar , Tauseef Zafar and Geetika Lakhanpal,
are pursuing MBA (Marketing) from Lovely Professional University, Phagwara Punjab. We are
conducting a study on Corporate Attitude towards Green Marketing in Punjab. The
information gained will be used for academic purposes and will be kept strictly confidential.
Tickmark
think is appropriate.
SD
1
As marketing tool.
Governmental pressure.
Competitive pressure.
Economic concern.
2
3
SA
environmental issues.
Increase sales.
Name : _________________
Organisation
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:_________________
Sex
Age :___________________
:_________________
Occupation
:_________________
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