© 2018 IJRAR January 2019, Volume 6, Issue 1 www.ijrar.

org (E-ISSN 2348-1269, P- ISSN 2349-5138)

The Indian Consumer’s Perception and

Preferences towards Green Marketing: An
Enquiry
Soumitro Chakravarty
Assistant Professor, Department of Management
BIT Mesra, Lalpur Off-Campus, Ranchi, Jharkhand, India

Abstract:Green Marketing has emerged as a very important trend in the modern times. Researchers all around the globe have
shown interest in the same over the last few decades. Growing concern over environment protection measures in the recent times
has ensured that companies pay attention towards environmental friendly products by incorporating sustainable or eco-friendly
marketing as in integral component of their over-all business activities. The present working research paper explores the
preferences and perception of the modern consumer towards green marketing based upon a review of literature on the subject and
empirical data collected from the Jharkhand state in India.

Keywords: Environmental concern; green product; green marketing; consumer perception; consumer preference; purchase
intention; India;

I. INTRODUCTION

In the present age of cut-throat competition and survival of the fittest philosophy, businesses need to thoroughly understand the
present as well as the emerging market trends keeping in view the consumers they serve (Das, R. G., Singh, K., & Dutta, S. 2016;
Rust, R. T., Lemon, K. N., & Zeithaml, V. A. 2004). This can be done through a continuous process of research to investigate the
changes in consumer behaviour (Folkes, V. S. 1988). Identifying the changes early enables businesses to customize their product
as per preference of the consumer (Arora, N. et. al. 2008). Research in the area suggests that in today’s times sensitivity towards
the environment is one important trend that has been observed in the modern day consumer (Do Paco, A. M. F. et. al. 2009).
Among the various reasons of this concern are prominent climate changes, rise in global warming and increase in air and water
pollution over the last few decades (de Jonge, V. N., Elliott, M., & Orive, E. 2002).
In today’s times consumers have shown a pronounced inclination towards green products and subsequently businesses globally
have taken note of the same (Prothero, A. 1990). Emphasis upon green marketing enables businesses to fulfill the now changed
consumer expectations in light of their environmental concerns and additionally it also helps businesses to gain competitive edge
over their rivals and develop a solid consumer base for business growth and success (Peattie, K. 2001). The term green marketing
which in its broadest sense refers to marketing that lays a great deal of emphasis upon environmental safety is a topic of great
interest among researchers and businesses in today’s times.
The interest towards research in green marketing dates back to the 1980s when the concept formally emerged. However, the area
was explored from the corporate interest point of view from the early 90’s period (Roberts, J. A. 1996). Green Marketing is very
relevant in today’s times keeping in mind the fact that at present the Earth faces a complex mix of environmental concerns and
challenges and subsequently it’s very important that firms function in an environment friendly fashion. The increase in consumer
awareness about green marketing and its perceived role in ensuring environmental safety have ensured the emergence of green
marketing as a major promotional strategy for firms of the modern era.
Green marketing involves a wide array of activities which includes modifications in product design, bringing about needed
changes in the production process, revising the packaging design of a product, making the necessary changes in the advertising
contents and other related tasks with a view to ensure environmental safety (McDonald, S., & Oates, C. J. 2006). In tune with the
changing times, today companies have been on a mission to market themselves as green companies. This approach has also been
taken up by the public sector units and state governments as well. Research in the area provides evidence that developing
economies like India are paying a great deal of importance to green marketing over the last few decades (Mishra, P., & Sharma, P.
2010; Jain, S. K., & Kaur, G. 2004).
II. GREEN MARKETING INITIATIVES IN CONTEMPORARY TIMES: AN OVERVIEW

The increase in awareness and interests of consumers towards protection of the environment has ensured that businesses focus
upon offering green products to consumers and meet their expectations in context of the same.
Godrej, one of the largest and the most well-known companies of India takes pride in following a green marketing policy which
tries to balance business competitiveness and growth without compromising on the social and environmental impact of the
products being offered (Shrikanth, R., & Raju, D. S. N. 2012). Green products promotion and encouragement of Godrej dates
back to the 1900s.
Headquartered in the Netherlands, Philips an electronic products manufacturing company having a presence across 60 countries
world-wide has been actively involved in ensuring the company’s green focus going by promoting green products that are
environment friendly and energy efficient (Ottman, J. A., Stafford, E. R., & Hartman, C. L. 2006).
IDEA cellular company has launched its latest ad campaign that promotes the idea of using mobile phones for activities like
reading news, making payments and transactions and other related tasks to encourage saving of paper and thereby address the
alarming rate of deforestation and its negative impact upon the environment (Bhatia, M., & Jain, A. 2013).

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IBM has expanded its Green Horizons initiative globally to address the mounting environment and pollution challenges. The
company has also brought Green Horizons to India with the Delhi Clean Air project to address environmental concerns
(McDaniel, S. W., & Rylander, D. H. 1993).
Dell Computers have taken active initiatives to incorporate sustainability in all their activities from design to recycling with an
unrelenting focus on protecting the environment.
At the government and industry levels there have been various initiatives to protect the environment with the most notable one
being the enactment of the Environment Protection Act, 1986 which extends to the whole of India.
It can be inferred based upon the above that all around the globe there has been no dearth of initiatives as far as promoting and
encouraging environment marketing is concerned.
III. REVIEW OF LITERATURE
i. Green Marketing, Green Consumers and the evolving marketplace

Green Marketing, the more generic term for environmental, ecological or sustainable marketing may be understood as a
collection of activities carried out by a company which aims to provide environmental protection apart from satisfying the needs
of its customers. In green marketing the core objective is satisfying the needs and wants of the customers in a manner that the
manufactured products and offerings focus upon reducing the negative impacts on the environment (Woolverton, A., & Dimitri,
C. 2010).
Today, green marketing features high on the priority list of most firms owing to increased awareness and environmental concerns
of the modern consumer, sustained media coverage and exposure about the need for efforts to protect the environment, increased
pressure from environmental groups and various other factors (Prakash, A. 2002). Today’s consumer is actively concerned about
the impact of his purchase upon the environment and he is showing an increased interest towards green products. It will not be an
overstatement to state that the modern consumer is now a green consumer and firms operate keeping in mind this shift which in
turn has an impact upon their marketing practices. With protection of the environment being a very vital concern for the green
consumer, “Green Consumerism” is here to stay (Prothero, A. 1990; Strong, C. 1996).
The overwhelming increase in awareness of the green consumer towards environmental consciousness related to his products
purchased, used and consumed has ensured that modern firms keep no stones unturned to ensure that they keep up with their “go
green” initiatives. This paradigm shift from marketing towards green marketing is in today’s times identified as opportunity by
firms to redesign and improve their marketing strategies and keep up with environmentally sustainable marketing practices.
Today, sustainability is fast becoming a very integral and vital strategic component of world businesses. In the past cost-reduction
and maintaining of corporate image were the top-most priorities of firms but now a sizeable 43 percent of executives remark that
their companies now aim towards aligning sustainability with their over-all business priority as their top priority. The figure
shows a noticeable increase from 2012 when it was only 30 percent (McKinsey Survey, 2016).
The shift towards going green becomes expensive both for the consumers as well as businessmen but the pressing need for pro-
environmental approach in marketing practices makes it necessary to go green. With corporations becoming more aware of their
responsibilities towards the environment along with consumers, there has been an increase in the number of policies, schemes and
regulations both at the national and international levels that seek to promote green marketing.
ii. Attitude- Behavior Dynamics of consumers in context of green marketing

There has been ample evidence in marketing research to suggest that a consumer’s attitude, behavior and action are very
intricately linked to each other (Baldinger, A. L., & Rubinson, J. 1996; Quester, P., & Lin Lim, A. 2003). Studies in consumer
behavior evidence that it is quite possible to predict actions of individuals based on their attitudes. Further, attitudes of individuals
can be used to predict behavior provided the measurements are done at the same correspondence levels (Fazio, R. H., & Zanna,
M. P. 1981).
However, in context of environmental marketing the approach of predicting behavior based on attitudes of consumers has been an
issue of debate among practicing researchers. Numerous studies have been conducted to explain the observed inconsistencies in
context of behavior and attitudes of consumers when examining environmental consumerism (Boulstridge, E., & Carrigan, M.
2000; Young, W. et al. 2010).
Studies have shown that there exists no significant correlation between attitudes and pro-environmental behavior of consumers.
Such studies demonstrate that a consumer who believes in using environmentally friendly electronic products may not be having
the same concern for the environment with his choice of automobiles. The perceived inconsistencies in attitudes and behavior in
context of environmental consumerism can be attributed to the fact that research done till-date in the area have focused on a
generalized view and the need of the hour is to examine the phenomenon by keeping the research focused on specific behavioral
aspects of consumers in context of their green marketing preferences.
IV. RESEARCH

Need for the study

As evidenced by the review of literature carried out the green marketing phenomenon is an emerging trend in marketing and it is a
major area of interest for marketers as it has emerged as a potent tool for gaining competitive advantage over rivals owing to the
increased awareness among the consumers and their shifts in preferences towards green products.
However, going green from a business’s point of view involves significant investments in terms of technological up gradations,
bringing about modifications in product designs, encouraging consumers to go for green purchases and various other related
activities. In industrially developed nations the preferences towards green products is more pronounced than the same in case of
developing economies. In context of developing economies like India, the research conducted related to green marketing
preferences of consumers has been very less. Further, the identified inconsistencies in attitude-behavior link in context of
environmental marketing do point towards the need for a study to explore the factors that influence consumers to buy green
products.
The present working research paper seeks to address the above mentioned concerns by studying the consumer perception and
preferences towards green marketing in India. The study relies upon empirical data collected from the Jharkhand state in India.

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Research Objectives
The broad objective of the study was to identify and explore the perception and preferences of consumers in Jharkhand towards
green products and green marketing. The specific research objectives were:
i. Identify and understand the levels of consumer awareness of green products and green marketing.
ii. Indentify, understand and explore the impact of green marketing awareness on the purchase decision of the
consumers.
iii. Identify, examine and explore the extent of consumer’s pro-environmental concern and the potential effects of such
concern.

Sampling Procedure
A sample size of 200 respondents was selected through random sampling across leading retail outlets of Ranchi, the state capital
of Jharkhand. The choice of Ranchi district was done purposely keeping in mind the wide network of retail shops functional in the
region and easy accessibility of consumers.
Tools for data collection
Taking into consideration the exploratory nature of the study, a semi-structured questionnaire was used for the purpose of data
collection. Personal Interviews and focus group discussions were also conducted with some consumers and retail shop owners to
get their views on green marketing and their respective experiences, expectations and insights about the present scenario.
The questionnaire was pre-tested and validated by administering it among a known circle of respondents and based on their
suggestions and feedback some required modifications were also brought about in the same.
Variables under the study
Based upon the review of concerned literature on the subject and discussions with fellow researchers of the area the selected list
of identified variables apart from the basic demographic profile of respondents questions included in the questionnaire were
designed to gather information related to:
i. Awareness levels towards eco-friendly products.
ii. Pro-environmental concern and green buying behavior.
iii. Willingness to pay a premium price for eco-friendly products.
iv. Pro-environmental concern and the potential effect of such concern (using a scale adapted from Robert & Bacon’s
1997).

V. FINDINGS

Table 1: Descriptive Characteristics of the respondents

Particulars Number of Percentage Cumulative
Respondents Percentage
Age Group
21-30 Years 56 28 28
31-40 Years 80 40 68
41-50 Years 64 32 100
51-60 Years 00 00 00

Gender
Male 76 38 38
Female 124 62 100

Education
Undergraduate 20 10 10
Graduate 110 55 65
Post-Graduate 70 35 100
Doctoral 00 00 00

A majority of the respondents (68%) were in the age group of 21-40 years with an overwhelming 62% of them being females.
Further, 80% of the respondents where graduates and post-graduates. As the sample was chosen from urban consumers from retail
outlets in the Ranchi district the demographic profiles of the respondents were among expected lines. Moreover, the higher
percentage of females also endorsed the fact that day to day shopping is generally done by housewives. The data was collected in
the period from May 1st to May 31st and the time of evening was chosen was approaching the participants as that hour is generally
the busiest hour for shopping and care was taken to approach those participants who were willing to respond after their shopping
was done.
Table 2: Respondents’ awareness and knowledge of green/eco-friendly products
Particulars Number of Percentage Cumulative
Respondents Percentage
Is the concept Green Marketing familiar to you?
Yes 186 93 93
No 14 07 100

Are you aware of some green products that you use?

Yes 164 82 82
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No 36 18 100

Do you feel that purchasing green products will help in

environmental sustainability?
Yes 200 100 100
No 00 00 00

It was very encouraging to note that 93% of the respondents were familiar with the concept of green marketing and most were
aware of the green products that are available in the market. Further, all the respondents were unanimous in their view that
purchasing green products will help in environmental sustainability.
Table 3: Respondents’ willingness to pay a premium price for eco-friendly products
Particulars Number of Percentage Cumulative
Respondents Percentage
Are you willing to pay extra for products that are eco friendly
and among your regularly purchased items?
Yes 20 10 10
No 180 90 100

Only 10% of the respondents were of the view that they were willing to pay a premium for green products and this aspect was
explored further in context of focus group discussions with select respondents as well. The familiarity, awareness and belief of
consumers surveyed indicated positive results and in this context their unwillingness to pay a premium price for green products
was an issue that required further investigation. In course of the focus group discussions the views of the following respondent
throws some light on the above observed contradiction.
‘I am really unaware of how much I have to pay extra if I consciously choose to purchase green products. I have never been
informed about the premium prices of green products.’ [Respondent 27, age 36, female]
Further, some of the respondents were of the view that it is the task of the companies to ensure that green products are made
available in the same price range as other products.
‘My budget is fixed for my regular purchases. I cannot pay premium charges for green products because I feel that it could disturb
my budget. I feel that it is up to the companies to ensure that they make available green products in a manner that is pocket
friendly for middle class consumers like me.’ [Respondent 39, Age 40, female]
Most of the respondents were generally aware of the fact that manufacturing green products and marketing them was important
for environmental protection and this also required additional expenses from the company’s point of view but still owing to their
own economic constraints they were largely unwilling to pay extra for green products.

Table 3: Respondents’ pro-environmental concern and the potential effect of such concern
Particulars Number of Percentage Cumulative
Respondents Percentage
I would describe myself as an environmentally responsible
consumer.
Strongly disagree 00 00 00
Somewhat disagree 00 00 00
Neutral 70 35 35
Somewhat agree 110 55 90
Strongly agree 20 10 100

I care about buying environmentally friendly products.

Strongly disagree 00 00 00
Somewhat disagree 40 20 20
Neutral 120 60 80
Somewhat agree 40 20 100
Strongly agree 00 00 00

I make every effort to reduce use of plastic bags.

Strongly disagree 00 00 00
Somewhat disagree 00 00 00
Neutral 00 00 00
Somewhat agree 110 55 55
Strongly agree 90 45 100

Environmental degradation is inevitable. Nothing can be done

about it.
Strongly disagree 140 70 70
Somewhat disagree 60 30 30
Neutral 00 00 00
Somewhat agree 00 00 00
Strongly agree 00 00 00

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I research before purchase to ensure I buy environmental

friendly products as far as possible.
Strongly disagree 120 60 60
Somewhat disagree 40 20 80
Neutral 40 20 100
Somewhat agree 00 00 00
Strongly agree 00 00 00

The findings depicted in Table-3 were very mixed in nature. Only 10% of the respondents strongly felt that they were
environmentally responsible consumers despite the fact that a majority were aware of the need and importance of protecting the
environment. A majority (55%) was of the view that they agreed only to a certain extent that they were environmentally
responsible consumers.
‘I would say that I do care for the environment but to be honest I am more concerned about making purchases that meet my
requirements. At the time of purchase I don’t think too deeply about whether my purchase is really environment friendly or not!
[Respondent 57, age 44, male]
35% of the respondents were neutral in their response regarding their care and concern for buying environmental friendly
products.
However, almost all the respondents reported that they were making active efforts to reduce the use of plastic bags as they were
very well aware of the detrimental effects of this practice upon the environment.
‘For the last two years I have totally stopped using plastic bags because media has regularly reported about the damage it causes
to the environment. I always make it a point to carry my own cloth or jute bag with me and I encourage others to follow the same
practice.’[Respondent 111, age 37, male]
All the respondents were of the view that environmental degradation is a serious cause of concern in today’s times but it is not
something about which nothing can be done.’
‘The earth is going through a tough period. Growing industrialization though inevitable, is taking a toll upon the environment.
However, I strongly feel that if the issue is addressed in a concerted manner, it can be resolved. Consumers, businesses and
government should join hands and ensure that pro-environmental measures are taken. Green marketing is only one part of the
much needed over-all action plan to try and protect the environment.’ [Respondent 87, age 43, male]
A major contradiction was again observed when the respondents were quizzed about their research before making major or minor
purchases in context of their purchases being green or not. Despite high levels of awareness, knowledge and concern for the
environment, they majorly answered in the negative (60%). Notably, no consumer reported in the affirmative for the said aspect.
The reason for this rather surprising observation was probed further in context of focus group discussions with select respondents.
‘I would say I don’t have that much of time to devote for researching my options before purchase. I would prefer if the media
informs us more about green products and their availability.’ [Respondent 133, age 45, male]
VI. DISCUSSIONS

From the preliminary findings it is obvious that the surveyed group was to a very large extent aware, informed and concerned
about the need for protecting the environment. However, the finding that they were not willing to pay a premium charge for green
products presents a very stiff challenge for modern businesses. “Going Green” requires additional investment from a firm’s
perspective and a firm essentially recovers this additional investment through the surcharge imposed on green products. However,
if extra charge acts as a barrier, the companies need to find a way around it.
Further, very less percentage of respondents agreeing towards themselves being environmentally responsible consumers or having
a care for environmentally friendly products suggests that the paradigm shift towards green marketing from the consumer’s point
of view is till to take-off in a proper manner. The awareness, knowledge and concern for the environment unless complimented
with the intention of consciously purchasing green products is not going to result in tangible benefits. Therefore, it is felt that
there exists a need for efforts that would bring about changes in the actual purchase behaviour of consumers.
Focus group discussions also brought to light the fact that consumers do not necessarily perceive products that are green to be of
higher quality than non-green products. The inclination towards green products is more out of concern towards the environment.
To have greater number of consumers going towards green products, it is important that marketers focus more upon providing
green products with enhanced functionalities and qualities to try and ensure that consumers view them as attractive purchase
alternatives along the said parameters in addition to their satisfaction of purchasing products that are more environment friendly.

VII. LIMITATIONS OF THE STUDY AND THE SCOPE FOR FUTURE RESEARCH

The present study was an attempt to explore the consumer preferences and perception towards green marketing relying upon
empirical evidence collected from a small sample of 200 consumers. It is felt that results arrived at from such a small sample
cannot be generalized over a larger scale. Therefore, a study with a greater sample size covering more districts of the state will
lead to greater insights related to the subject being studied. Further, the present study was carried out as a general enquiry into the
area with no specific emphasis upon particular brands or categories of products. Future studies may be conducted to look into this
aspect as well.
VIII. SUGGESTIONS AND CONCLUSIONS

Green marketing has emerged as a very important trend in the modern times and the impact of the same is going to be there in the
times ahead as well. Environmental concern of the modern consumer is on the rise and companies must think in terms of
incorporating sustainability as an integral component of their over-all business plan. The present working paper has identified
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some crucial dimensions towards which companies need to pay attention that includes re-examining the price of green products,
focusing on the quality and functionality of green products in a more effective manner and making greater efforts to bring about
positive purchase intention of green products among the consumers and ensure that sustainable or eco-friendly marketing realizes
its potential of growth in the times to come.
ACKNOWLEDGEMENT(S)
The author expresses his thanks for the time and efforts of the surveyed participants, the administrative and support staff of the
retail outlets visited for their kind cooperation in facilitating data collection and also to all colleagues and fellow researchers who
have been extremely helpful with their suggestions and inputs at various points of time during the study.

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