Studies in Indian Place Names ISSN: 2394-3114

Vol-40-Issue-50-March -2020
(UGC Care Journal)

Affect of Green Marketing on Consumers

(With Special Reference to Bhuj)

Ms Parminder Kaur Narula* Dr Vishnu Prakash Mishra**

*Assistant Professor **Associate Professor

Institute of Engineering and Technology United Institute of
Management Alwar, Rajasthan Prayagraj
E-mail id:pkn2469@gmail.com vishnumisra@gmail.com

Abstract:

In today‘s environmentally conscious world, the word ―Green‖ has become a buzz word. Green
causes are increasingly popular with public making green marketing good for public relations
and sales. However one of the basic assumptions of green marketing is that potential consumers
would be willing to pay more for a ―green‖ product. It is imperative that when we talk and think
about green products; to be really ‗green‘ they should claim that they are ‗less environmentally
harmful‘ rather than environmentally friendly. Thus environmental marketing should look at
minimizing environmental impacts. Environmentally friendly products balance environmental
compatibility with performance, affordability and convenience. They are typically durable,
recyclable, non-toxic and should be made out of materials which are decomposable or recycled.
We all know that the resources on this earth are limited and human wants are unlimited. t. There
is a need of paradigm shift in the way the management institutes and business- houses think
about their role in attaining sustainable development The present paper makes an attempt to
analyse the awareness and willingness of the consumer to buy green products.
Keywords: Environmental, sustainable, decomposable, non toxic, Green.

INTRODUCTION:

In current business scenario environmental issues plays an important role in business. In most of
the countries government is concerned about the environmental problems. In today‘s business
environmentally sustainable development has become a key issue. Thus Green marketing is one
of the strategies a firm can adopt to achieve this? Green Marketing refers to the process of selling
products and /or services based on their environmental benefits. Such a product or service should
be eco-friendly in itself or produced in an eco-friendly way.
Global warming, carbon credits, ozone depletion, environmental hazards, environment impact
assessment have all become common terminology in the 21 st century and it is an indication of
environmentally conscious society. Society becomes more concerned about natural environment
when ill effects of environmental degradation are experienced by the society. One of the reasons
for this degradation is problems that arise out of mass production, mass consumption and mass

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marketing of environmentally irresponsible products. As a result business houses have begun to

modify their behavior in an attempt to address these kinds of ‗new‘ concerns of the society.
Conventional marketing involves selling products and services that satisfy consumer needs at
affordable prices but green marketing has the additional challenge of defining ‗what is green‘
and developing and selling products that the consumer will like .Green marketing also known as
environmental marketing involves a range of activities including product modification changes
in production process, changes and modifications in packaging as well as modifying advertising.
As defined by Tapan K. Panda ―Green or Environmental Marketing consists of all activities
designed to generate and facilitate any exchange intended to satisfy human needs or wants such
that the satisfaction of these needs and wants occurs with minimal detrimental impact on natural
environment‖.
Therefore it is important for the marketers to utilize resources efficiently without waste as well
as to achieve the objectives of the organisation. There is a growing interest among the consumers
all over the world regarding protection of environment. Worldwide evidence indicates that
people are concerned about the environment and are accordingly modifying their behaviour. As
debates about how to cope with impact of human activity on environment continue in full force,
such as global warming talks that dominate political circles, business have entered the ‗green
market‘.
Firms typically provide consumers eco-products or adopt green practices, and some firms
simultaneously offer eco- or green products while committing to eco-production and/ or eco
philanthropy. Green business strategies have appeared in a wide range of industries and address a
wide range of eco issues. A few examples of green products are hybrid automobiles, eco-friendly
paint, organic food, recycled copy paper and environmentally friendly cleaning products.
Businesses also promote their recycling efforts, use of wind power, or other practices intended to
minimize the environmental impact of their actions. Firms in market economies make their
production and marketing decisions based on many factors, including government regulations
and consumers, which are primary forces shaping consumer products industry. Consumer
preferences regarding eco-friendly products and government regulation provide incentives for
incorporating environmental and other green objectives in the firm‘s profit maximisation
decision. Some firms are proactive with respect to greening of their products while for some
firms eco-friendly practices are a bye-product of cast minimization strategy.
An important aspect of green marketing is the willingness and ability of the consumers to buy
green products and pay more for it. The US market for example has 3.5 million confirmed green
consumers while European market also has a consumer base for Green Products. However there
is very little data available on the consumer base in India or the willingness and ability of the
consumer to pay extra for green products.

MEANING AND CONCEPTS:

According to the American Marketing Association, green marketing is the marketing of products
that are presumed to be environmentally safe. Thus green marketing incorporates a broad range
of activities, including
Product modification,

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Changes to the production process,

Packaging changes, as well as Modifying advertising.

Yet defining green marketing is not a simple task where several meanings intersect and
contradict each other; an example of this will be the existence of varying social, environmental
and retail definitions attached to this term. Other similar terms used are Environmental
Marketing and Ecological Marketing. 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
modifying advertising.
My definition which encompasses all major components of other definitions is: "Green or
Environmental Marketing consists of all activities designed to generate and facilitate any
exchanges intended to satisfy human needs or wants, such that the satisfaction of these needs and
wants occurs, with minimal detrimental impact on the natural environment." This definition
incorporates much of the traditional components of the marketing definition that is "All activities
designed to generate and facilitate any exchanges intended to satisfy human needs or wants".
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 it or produced and/or packaged in an environmentally friendly way.

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 preferablealternatives, and to offer
incentives to manufacturers that develop more environmentally beneficial products.

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 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 moral obligations to be more responsible.
Government bodies are forcing firms to become more responsible.

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Competitor‘s environmental activities pressure firms to change their environmental marketing

activities.
Cost factors associated with the waste disposal or reduction in material usage forces firms to
modify their behavior.

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‘s
aspirations 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 benefits of green marketing are: 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. Companies that develop new and improved products and services with
environment inputs in mind give themselves access to new markets, increase their profit sustainability,
and enjoy a competitive advantage over the companies which are not concerned for the environment.
Some of the advantages of green marketing are,

1. It ensures sustained long-term growth along with profitability.

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

3. It helps companies market their products and services keeping the environment aspects in
mind. It helps in accessing the new markets and enjoying competitive advantage.
4. Most of the employees also feel proud and responsible to be working for an environmentally
responsible company.

GOLDEN RULES OF GREEN MARKETING:

Know Your 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 dint know what CFCs were.).
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.
Be Transparent: Consumers must believe in the legitimacy of the product and the specific claims
made in regard.
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.

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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.
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.

CHALLENGES OF GREEN MARKETING:

NEED FOR STANDARDIZATION It 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.
NEW CONCEPT Indian 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.

PATIENCE AND PERSEVERANCE The 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.
AVOIDING GREEN MYOPIA 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 lose its market acceptability.
GREEN MARKETING MIX:
PRODUCT: Entrepreneurs wanting to exploit emerging green markets either identify customers‘
environmental needs and develop products to address these needs or will develop
environmentally responsible products to have less impact than competitors. The increasingly
wide variety of products on the market that support sustainable developments are:
Products made from recycled goods, such as Quick‘ N Tuff housing materials made from
recycled broccoli boxes. Products that can be recycled or reused .Efficient products, which save
water, energy or gasoline, save money and reduce environmental impact.

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Products with environmentally responsible packaging, McDonalds, for example, changed their
packaging from polystyrene clamshells to paper.
Products with green labels, as long as they offer substantiation.
Certified products, which meet or exceed environmentally responsible criteria.
Organic products-many customers are prepared to pay a premium for organic products, which
offer promise of quality. Organic butchers, for example, promote the added qualities such as
taste and tenderness.
A service that rents or loans products-toy libraries.

Whatever the product or service, it is vital to ensure that products meet or exceed the quality
expectation of customers and is thoroughly tested.
PRICE: Pricing is the critical element of the marketing mix. Most customers will only be
prepared to pay a premium if there is a perception of additional product value.
This value may be improved performance, function, design, visual appeal or taste.
Environmental benefits will be often the deciding factor between products of equal value or
quality.
Environmentally responsible products, however are often less expensive when product life cycle
costs are taken into consideration.
For example fuel-efficient vehicles, water efficient printing and non-hazardous products.

PLACE: The choice of where and when to make products available will have significant impact
on the customers you attract. Very few customers go out of their way to buy green products
merely for the sake of it. Marketers looking to successfully introduce new green products should
position them broadly in the market place so they are not just appealing to a small green niche
market.
The location must also be consistent with the image you want to project and allow you to project
your own image rather than being dominated or compromised by the image of venue. The
location must differentiate you from the competitors. This can be achieved by in-store
promotions and visually appealing displays or using recycled materials to emphasize the
environmental and other benefits.
PROMOTION: Promoting products and services to target markets include paid advertising,
public relations, sales promotions, direct marketing and on-site promotions.
Smart green marketers will be able to reinforce environmental credibility by using sustainable
marketing and communication tools and practices.
For example, many companies in the financial industry are providing electronic statements by
email; e-marketing is rapidly replacing more traditional marketing methods and printed materials
can be produced using recycled materials and efficient processes such as waterless printing.

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Retailers, for example are recognizing the value of alliances with other companies,
environmental groups and research organizations.
When promoting their environmental commitment to reduce the use of plastic bags and promote
their green commitment, some retailers sell shopping bags and promote their green
commitments.
RESEARCH METHODOLOGY: The present study is based on both qualitative and
quantitative data; the qualitative data is collected through the sampling from the consumers.
Random consumer is selected for the sampling purpose; the sample is selected from different age
group, different sex and from the different area of Bhuj Kuchch.
SOURCES OF DATA:

We have selected questionnaire method for the research for collecting the primary data.

SAMPLE SIZE 100

RESEARCH METHOD Survey method
RESEARCH TOOL E – questionnaire
SOURCE OF RESEARCH Primary data
ANALYSIS TOOL Pie-chart
TYPE OF SAMPLING Convenience
DATA ANALYSIS AND INTERPRETATION:

Q1) Are you aware about green marketing?

a) Yes b) No

Options: Number of respondents:

Yes 82

No 18

There are 82% of people who are aware about green marketing.

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Q2) If yes, from where did you get the information?

a) Internet b) Television c) Magazine and Newspaper d) Other

Options: Number of respondents:

Internet 68
Television 4
Magazines 6
Others 22
Total 100
The people are aware of green marketing through internet. As internet is a source of giving
highlight and advertisement while watching the movies, videos etc…etc. So it is the best idea to
promote the green product.
3) If no, then do you think there should be awareness regarding Green marketing?

a) Yes b) No

OPTIONS: NUMBER OF RESPONDENTS

Yes 93

No 7

TOTAL 100

There are 7% of people who not aware of green marketing but they are willing to know about
green marketing.aCompanies should put more efforts on green marketing while promoting the
product.

4) Do you think the impact of Green Marketing influences the quality of goods and
services?
a) Strongly agree b) Agree c) Neutral
d) Disagree e) Strongly disagree

3% 2%
Strongly
15% agree
48% Agree

32%
Neutral

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Options: Number of respondents:

Strongly agree 48
Agree 32
Neutral 15
Disagree 3
Strongly disagree 2
TOTAL 100
From the analysis there are almost half of the people who are strongly agreeing with the
statement that green marketing influences the quality of goods & services.

5) Will you prefer green products if prices are little higher?

a) Yes b) No c) Sometimes

31% Yes
No
51%
Sometimes
18%

OPTIONS: Number of respondents:

Yes 31
No 18
Sometimes 51
Total 100

From the analysis the people says that they sometimes prefer to pay high price for the green
product.So we can conclude that people are willing and concerned to pay if the product is worth
of the price.

6) According to you which marketing element will strongly influence the buying of green
product?
a) Product b) Price c) Promotion d) Packaging

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20% Product
38% Price
18% Promotion
Packing
24%

OPTIONS: NUMBER OF RESPONDENTS:

Product 38
Price 24
Promotion 18
Packing 20
TOTAL 100
From the above analysis we conclude that, consumers will opt for eco friendly products but the
price is also an important factor in the purchasing behavior so, the companies have to produce
the product which is affordable in nature.

7) Do you think Green Marketing ensures the effectiveness of the brand?

a) Highly satisfied b) Satisfied c) Neutral d) Unsatisfied e) Highly unsatisfied

OPTIONS: NUMBER OF RESPONDENTS:

Highly satisfied 10
Satisfied 51
Neutral 34
Unsatisfied 3
Highly Unsatisfied 2
TOTAL 100
From the analysis we can conclude that the people are more satisfied with effectiveness of brand
of green marketing.

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8) Do you think green marketing helps the society?

a) Yes b) No

OPTIONS: NUMBER OF RESPONDENTS:

Yes 95
No 5
TOTAL 100
We can analyse from the above table that people think that green marketing helps that society.
But there are many companies which are not using resource which are not recyclable in nature
so, the company should used the eco-friendly resources for the betterment of the society.

9) If yes, according to you how does it help?

RESPONSES:
It is good for health.
Environmental friendly.
Quality product is good for health.
It reduces unwanted waste created due to expensive hoardings and banners.

For example: The companies like Body shop have started their campaign of recycling their
used bottles by the consumers. So after the usage of the product the consumer can go to any
body shop, shops and submit their bottles and the company will recycle it and use for other
products and hence the use of plastic can be reduced through this. Similarly nowadays it‘s in
trend of cruelty free makeup, which was started by myglamm.
If society spends the money at green marketing products then the money will be invested for
securing the future for the society.With economic development every firm should also think
about the environment. Environmentally sensitive companies are more attractive to potential
employees who seek to become part of a positive corporate culture.Cool climate and Plastic
free environment. It will stop the global warning and it will save our environment.

10) How do you see the future of green marketing?

RESPONSES:
They have to promote it more and thus it will increase the cost of product.
Need more campaign to promote this kind of products.

The price and the product quality should be good.

It is also an important avenue in which to educate the people about the green marketing.

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It is not beneficial for the society because today the company wants to invest huge amount in the
source of advertising to create awareness of the product among the consumers.
The company wants to invest huge amount in Research and development because it will be risky
product for the company whether it will run in the market or be removed from the market.

11) How do you see the future of green marketing?

RESPONSES:
The future is bright because people are aware about it.
useful for the economy.
It is predicted that the future markets would be directly linked to the development.
Beneficial for the company in installing the environmental friendly technologies.

One of the risky concepts of the future marketing.

Evergreen concept will be adopted by the society.
In future I think the government should make compulsory in adopting the green marketing
concept. There will the sustainable future with the implementation of green marketing as it is
directly related to sustainance of nature. Some consumers actually prefer to buy green product
because it has positive impact on the environment. There are innumerable ways to make your
companies marketing greener and eco-friendly in nature.

12) Is Eco-label one of the essentials for green products?

a) Strongly Agree b) Agree c) Neutral
d) Disagree e) Strongly Disagree

Chart Title
Strongly agree
2% 5%
6%
Agree

45% Neutral

42% Strongly
disagree
Disagree

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OPTIONS: NUMBER OF RESPONDENTS:

STRONGLY AGREE 45
AGREE 42
NEUTRAL 6
STRONGLY DISAGREE 2
DISAGREE 5
TOTAL 100
We can conclude that eco label is an effective way of informing customer regarding green
product and its ingredients as labeling play an important role in the product success in the
market.

13) Do you think, sometimes companies cheat consumer in the name of the green products?
a) Strongly Agree b) Agree c) Neutral

d) Disagree e) Strongly Disagree

4% 5% Strongly
agree
Agree
21% 38%

Netural

32%
Strongly
disagree

OPTIONS: NUMBER OF RESPONDENTS:

Strongly agree 38
Agree 32
Neutral 21
Strongly Disagree 4
Disagree 5
TOTAL 100
We can conclude that the many companies are giving false information in the name of green
marketing. It‘s also an important avenue to educate people about sustainability and the
environment.

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14) What kind of products will you consider in future?

a) Green products b) Non-green product

OPTIONS: NUMBER OF RESPONDENTS:

Green Product 67
Non-green Product 33
TOTAL 100
From the above chart we conclude that, people will opt for green products more in the near
future. The companies have to adopt the green marketing strategy because of the rising demand
of the green market product.

15) What is your overall experience after purchasing the Green Product?

RESPONSES:
POSITIVE RESPONSES: It is good for health.
They have a very good experience with usage of green product.
Good quality, natural and healthy product.
Quality product is good for health.
They have a good experience that by use of the green product one or the other way it helps in
contributing towards the environment.
NEGATIVE RESPONSES: Many experienced that there were number of companies which are
using the name of green marketing, but the actual fact is that they are cheating the consumers in
the name of green marketing.The companies should make an effort to make aware about the
green product in the market.There are product which are environmental friendly but are not
useful in reality.
Sometimes their claim is fake. The company blackmails the consumers by using the hazardous
ingredients in the green product
.16) Do you have knowledge about company going for green marketing campaign?
a) Coca-cola b) McDonald c) Navneet
c) Doodlage d) Others

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8% Coca-cola
25%
18% McDonald
Navneet
15% Doodlage
34% Others

OPTIONS: NUMBER OF RESPONDENTS:

Coca-cola 25
McDonald 15
Navneet 34
Doodlage 18
Others 8
TOTAL 100
CONCLUSION:
From above diagram, we can conclude that people have been more aware about green marketing
campaign from navneet brand, as it‘s a mark for paperless education, for a better environment,
friend relation with the product and environment.

OVERVIEW OF THE ANALYSIS: The analysis derived from the green marketing
research project is as follows:
The very first element through which we can connect our customers is product so it is the
foremost necessary that not to cheat the customers by charging higher prices.
If we cannot provide the products that are green, then we can create such green products that
could be easily recycled. .
From the above analysis we also come to know that the people are ready to pay the higher prices
for the green products which shows that today‘s customers are environmental oriented.
The analysis says that there are more than 82% people who are aware about green marketing so
the companies should start making the products which are beneficial to the customers as well as
for the environment.
The knowledge regarding the green marketing are in the minds of the customers through the
internet source because it has become a daily habit for the today‘s people to work on the internet.

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In the today‘s era of global warming and the pollutions it should become compulsory for the
companies to produce the green products and should makes efforts in promoting the products
through different source.
The companies should increase the awareness regarding their green products by doing campaign,
advertising…etc.
The most dominating and the influencing factor for the customers for buying the items is
product.
So, the companies should place the eco-marks or the eco-labels in the label of the green product.
The customers are easily attracted through it and they meet their level of satisfaction.
Eco-labels are beneficial for the company‘s producing the green product because it becomes one
of the proofs that they are not only in a view of earnings the money but they are also concerned
for the invaluable environment.
The customers should be well educated because they cannot be cheated easily by the companies
in the name of the green product.
The future of the green marketing is very bright and would be in good position in near future in
the market and the concept of evergreen product would create a distinct standard and the level of
achievements.
The customers will consider the green products in future as it is beneficial for them and the
companies to increases their demand for the green products more easily and in a better way.

FINDINGS AND SUGGESTIONS:

FINDINGS: At first, most of the consumers are aware about the concept of green marketing.
Most of the people get the knowledge regarding green marketing from the internet source rather
than television, newspaper, magazines…etc.
Consumers will opt for the eco-friendly product but at an affordable price.
Also the companies should make an effort to make the green products in the affordable price to
make their product success in the market.
There will be increase in the demand for the green products in the market.

There are some companies cheating the consumers in the name of green marketing and the
process is known as ―green washing‖.
People becoming more environmental friendly and the concept of the green marketing may be
helpful for the society.
SUGGESTIONS: Improve awareness about the green products and their effectiveness.
For example: Coca-cola vs. Doodlage, IKEA, Navneet.

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Green products should be priced according to the quality of the product. For example: Doodlage.
More people are aware through the internet source so the company should advertise in other
source also.
Companies should have green plating spread within their work place.
Use of paper bags rather than plastic bags. For example: D-mart, Brand factory…etc.
Along with the private sector the government sector should also take initiatives.

In the global warming era more number of companies should take an initiative for adopting the
concept of green marketing.
Majority of the people are not aware of green products and their uses.
Majority of the consumers are not willing to pay a premium for green products.

Green marketing has a great future in the market.

Green marketing is beneficial for the customers as well as for the society that is why the
companies should make the product which is recyclable in nature. The companies which are
following the concept of green marketing should advertise their products or the items more so
that the consumer becomes more aware about it.
Challenges Ahead

Green products require renewable and recyclable material, which is costly.

Requires a technology, which requires huge investment in R & D.
Water treatment technology, which is too costly.

References:
1. https://www.shopify.in/encyclopedia/green-marketing
2. https://www.thebalancesmb.com/green-marketing-2948347
3. https://www.researchgate.net/publication/261031261_A_Study_of_Awareness_for_Gree
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4. https://www.academia.edu/12132909/Impact_of_Green_Marketing_Initiatives_on_Consu
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5. www. Businesswireindia.coml
6. http://en.wikipedia.org/wiki/Green_marketing
7. www.greenmarketing.net/stratergic.html.

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