Approved Final Dissertation File Project

DISSERTATION
ON
“A STUDY ON CONSUMER PERCPETIONS AND BEHAVIOUR TOWARDS

GREEN MARKETING IN FMCG INDUSTRY
Submitted to
Faculty of Management
In partial fulfilment of the requirement of the award for the

degree of Integrated Masters of Business Administration
GLS University
Under the guidance of

Faculty Guide
Prof. Deepa Khatwani
Submitted by
Akshay Chhablani (201800510010010)

Karan Gupta (201800510010016)
[Batch: 2018-2023] IMBA Semesters VI

PREFACE
As a part of Integrated MBA Curriculum and in order to gain practical knowledge in the
field of Management, we have prepared a report on “A study on consumer perceptions
and behaviour towards green marketing in FMCG industry”.
The Integrated MBA programme is a well-structured and integrated course of business

management at GLS University. The main objective of preparing the Dissertation at IMBA
level is to develop skills in students by providing them an opportunity to relate practical
experience with the theoretical concepts and principles of business management.
ACKNOWLEDGEMENT
Dissertation has provided us with an opportunity to gain information of “A STUDY ON

CONSUMER PERCEPTIONS AND BEHAVIOUR TOWARDS GREEN
MARKETING IN FMCG INDUSTRY” from different sectors. It was an experience of
applying the concepts as well as the knowledge learned during classrooms in real life
practical situations.
Every Project Report is a culmination of a student’s endeavor to gain optimum experience

during a short valuable tenure. This Project is dedicated to all the people to whom we met,
talked, took guidance and learnt many things from them.
We take immense pleasure in taking this as an opportunity to express our deepest gratitude
to all those people whose guidance and support has made it possible for us to complete this
project successfully.
First and foremost, we would like to convey our heartiest thanks to GLS University for
providing us with the huge platform for doing this Dissertation.
We are thankful to our Dean, Faculty of Management, Dr. Hitesh Ruparel for providing
us constant support from the institute. Our deepest gratitude to our project guides Prof.
Deepa Khatwani, Faculty Guide who in spite of their busy schedules have provided us
with their invaluable guidance, suggestions and directions, which enabled us during all
stages of this project.
Finally, we would like to convey our deepest regard to everyone who have directly or
indirectly helped us in accomplishing this project.
EXECUTIVE SUMMARY
The main aim of this paper is to know the consumer behavior and perceptions towards green marketing
in FMCG industry. A study on was conducted on 106 respondents. High level of awareness about
green marketing practices and products was found among the consumers. Results shows that most of
the respondents have purchased green products, and the various factors such as price, packaging, good
offers, concerned about environment etc. affect them in the decision of buying green products.
Institute’s Certificate
“It is to certify that this Dissertation Report Titled “……………………………” is the bonafide work of
Mr. / Ms……… ……………………. (Enrollment No………..) & Mr. / Ms………
……………………. (Enrollment No………..) , who carried out the research under my
supervision.
Faculty Guide Dr. Hitesh Ruparel
Dean, Faculty of Management

DECLARATION
I, __________________________________, hereby declare that the report for dissertation

entitled “_______________________________________” is a result of my own work and
my indebtedness to other work publications, references, if any, have been duly acknowledged.
Place: (Signature)
Date: (Name of the student)

INDEX
Sr.no Content Page no.

1. Chapter 1: Industry Overview 1-10
1.1 FMCG Industry
1.2 Market Size
1.3 Investments/Developments
1.4 FMCG Market In India
1.5 Growth Rate
1.6 Market Leaders of Industry
1.7 Current trends
1.8 Pestel Analysis
2. Chapter 2: Introduction to the topic-Green Marketing 11-19
2.1 Introduction
2.2 Green Products and Marketing Practices
2.3 Current Trends
2.4 Companies using Green Marketing
3. Chapter 3: Introduction of the Study 21-29
3.1 “A study on consumer perceptions and behaviour
towards green marketing in FMCG industry”.
3.2 Literature Review
4. Chapter 4: Research Methodology 31-32

4.1 Research Design
4.2 Sampling Plan
4.3 Objectives
4.3 Scope of Study
4.4 Data Collection
5. Data Analysis and Interpretations 33-60
6. Findings 61
7. Limitations 61
9. Recommendations 62
10. Conclusion 63-64

11. References 64-65
12 Annexures 66-69
CHAPTER 1
INDUSTRY OVERVIEW
1.1 FMCG INDUSTRY
 The Fast-moving consumer goods (FMCG) sector is the 4th largest sector of the Indian
economy. It is characterized by high turnover consumer packaged goods, i.e. goods that
are produced, distributed, marketed and consumed within a short span of time. FMCG
products that dominate the market today are detergents, toiletries, tooth cleaning
products, cosmetics, etc.
 The FMCG sector in India also includes pharmaceuticals, consumer electronics, soft
drinks packaged food products and chocolates. Since the sector encompasses a diverse
range of products, different companies dominate the market in various sub-sectors.
However, some of the top FMCG companies in India are- Dabur (60%), Colgate
(54.7%), and Hindustan Unilever (54%).
 There are three main segments in the sector – food and beverages, which accounts for
19 per cent of the sector; healthcare, which accounts for 31 per cent of the share; and
household and personal care, which accounts for the remaining 50 per cent share.
 FMCG market is expected to grow 5-6 per cent in 2020. FMCG’s urban segment grew
by 8 per cent; whereas, its rural segment grew 5 per cent in the quarter ending
September 2019, supported by moderate inflation, increase in private consumption and
rural income.
 The retail market in India is estimated to reach US$ 1.1 trillion by 2020 from US$ 840
billion in 2017, with modern trade expected to grow at 20-25 per cent per annum, which
is likely to boost revenue of FMCG companies. Revenue of FMCG sector reached Rs
3.4 lakh crore (US$ 52.75 billion) in FY18 and is estimated to reach US$ 103.7 billion
in 2020.
 Rise in rural consumption will drive the FMCG market. It contributes around 36 per
cent to the overall FMCG spending. FMCG urban segment witnessed growth rate of 8
1
 per cent, whereas, rural segment grew at 5 per cent in the quarter ended September
2019.
1.2 Market Size
 The retail market in India is estimated to reach US$ 1.1 trillion by 2020 from US$ 840
billion in 2017, with modern trade expected to grow at 20-25% per annum, which is
likely to boost revenue of FMCG companies. Revenue of FMCG sector reached Rs 3.4
lakh crore (US$ 52.75 billion) in FY18 and is estimated to reach US$ 103.7 billion in
2020. FMCG market is expected to grow at 9–10% in 2020.
 Rise in rural consumption will drive the FMCG market. It contributes around 36% to
the overall FMCG spending. FMCG urban segment witnessed growth rate of 8%,
whereas, rural segment grew at 5% in the quarter ended September 2019.
1.3 Investments/ Developments
 The Government has allowed 100% Foreign Direct Investment (FDI) in food
processing and single-brand retail and 51% in multi-brand retail.
 This would bolster employment, supply chain and high visibility for FMCG brands
across organised retail markets thereby bolstering consumer spending and encouraging
more product launches.
 The sector witnessed healthy FDI inflow of US$ 16.28 billion during April 2000–March
2020.
Some of the recent developments in the FMCG sector are as follows:
 In September 2020, Orkla, a Norway based consumer goods company acquired 68%
stake in eastern Condiment
 In May 2020, Tata Consumer Products Limited (TCPL) acquired PepsiCo’s stake in
NourishCo Beverages Limited.
 In March 2020, Hindustan Unilever Limited (HUL) signed an agreement with
Glenmark Pharmaceuticals Ltd to acquire its intimate hygiene brand VWash.
 In March 2020, Venture Catalysts made an investment in OM Bhakti, an organised
brand in the puja cotton-wicks market during its seed-funding round.
 In November 2019, ITC Ltd acquired 33.42% stake in Delectable Technologies, which
is a vending machine start-up.
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 Nestle plans to invest Rs 700 crore (US$ 100.16 million) to open a new plant in Sanand
for Maggi.
 ITC to invest Rs 700 crore (US$ 100 million) in food park in Madhya Pradesh.
 Patanjali will spend US$743.72 million in various food parks in Maharashtra, Madhya
Pradesh, Assam, Andhra Pradesh and Uttar Pradesh.
1.4 FMCG Market in India
 The FMCG sector is one of the largest sectors of the Indian economy. According to an
FMCG industry overview, revenues of the FMCG sector reached $ 52.75 bn in FY18,
and are estimated to reach $ 103.7 bn in 2020.
 As consumption in India grows at an unprecedented rate, the FMCG industry remains
a key sector for investors. Acknowledging these trends in the FMCG industry profile,
the Government of India has undertaken various initiatives to promote the sector.
 For instance, 100% FDI is permitted in SBRT and cash-and-carry models of retail, and
the minimum capitalisation for foreign FMCG companies to invest in India is $ 100
mn.
 Even the implementation of GST in India has had far-reaching consequences for the
sector, as the highest selling FMCG products such as soap, toothpaste and hair oil now
come under the 18% tax bracket (as opposed to the previous 24%)
1.5 GROWTH RATE
 FMCG industry in India is expected to grow at the rate of 27.9% CAGR

(Compounded Annual Growth Rate) to sum to US$103.7 billion by 2020.
Additionally, the rural FMCG market is projected to grow at a CAGR of 14.6% to
reach US$100 billion by 2020 and US$220 billion by 2025.
 The number of people buying consumer goods online in India is projected to reach
850 million by 2025.
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1.6 MARKET LEADERS OF INDUSTRY
HINDUSTAN UNILEVER LIMITED
 HUL was established in 1931 as Hindustan Vanaspati Manufacturing Company. With

over 35 brands spanning 20 distinct categories such as soaps, detergents, shampoos,
skin care, toothpastes, deodorants, cosmetics, tea, coffee, packaged foods, ice cream,
and water purifiers, the Company is a part of the everyday life of millions of consumers
across India.
 Its portfolio includes leading household brands such as Lux, Lifebuoy, Surf Excel, Rin,
Wheel, Glow & Lovely, Pond’s, Vaseline, Lakmé, Dove, Clinic Plus, Sunsilk,
Pepsodent, Closeup, Axe, Brooke Bond, Bru, Knorr, Pepsodent, Closeup, Axe, Brooke
Bond, Bru, Knorr, Kissan, Kwality Wall’s and Pureit.
 The Company has about 21,000 employees and has sales of INR 38,273 crores. HUL
is a subsidiary of Unilever, one of the world’s leading suppliers of Food, Home Care,
Personal Care and Refreshment products with sales in over 190 countries and an annual
sales turnover of €52 billion in 2019.
 Unilever has over 67% shareholding in HUL. Hindustan Unilever Limited reported 11
a market capitalization value of almost five trillion Indian rupees, up from about 3.7
trillion.
IMPERIAL TOBACCO COMPANY
 Established in 1910, ITC Limited is a diversified conglomerate with businesses

spanning Fast Moving Consumer Goods comprising Foods, Personal Care, Cigarettes
and Cigars, Branded Apparel, Education & Stationery Products, Incense Sticks and
Safety Matches; Hotels, Paperboards and Packaging, Agri Business and Information
Technology.
 The Company was incorporated on August 24, 1910 under the name Imperial Tobacco
Company of India limited. ITC had an annual turnover of US$10.74 billion and a
market capitalization of US$35 billion.
 It employees over 36,500 people at more than 60 locations across India. The company
was largely based on agricultural resource, it ventured into partnerships in 1911 with
farmers from the southern part of India to source leaf tobacco.
 ITC is one of India's foremost multi-business enterprise with a market capitalization of
Rs 3,64,388 crore (US$ 52.69 billion) and gross sales value of Rs 75,309.36 crore.
4
MARICO
 Marico Limited is one of India's leading consumer products companies operating in the
beauty and wellness space.
 Currently present in 25 countries across emerging markets of Asia and Africa, Marico
has nurtured multiple brands in the categories of hair care, skin care, edible oils, health
foods, male grooming, and fabric care. Marico's India business markets household
brands such as Parachute, Parachute Advansed, Saffola, Hair & Care, Nihar, Nihar
Naturals, Livon, Set Wet.
 The Company generated a turnover of ₹7,334 12 crores. Marico has 8 factories in India
located at Pondicherry, Perundurai, Jalgaon, Paldhi, Dehradun, Baddi and Paonta
Sahib.
NESTLE
 Founded in 1866, Nestlé is the largest food and Beverage Company in the world.
 It is the largest food company in the world, measured by revenues and other metrics,
since 2014.It ranked No. 64 on the Fortune Global 500 in 2017.
 In May 2018, it was announced that Nestlé and Starbucks struck a $7.15 billion
distribution deal, which allows Nestlé to market, sell and distribute Starbucks coffee
globally and to incorporate the brand's coffee varieties into Nestlé's proprietary single-
serve system, expanding the overseas markets for both companies.
 In 2020, Nestlé wants to invest in plant-based food, starting with a "tuna salad" and
meat free products to engage and reach a vegan and younger target.
BRITANNIA
 Britannia Industries Limited is an Indian food and beverage company founded in 1892.
 The company sells its Britannia and Tiger brands of biscuits, breads and dairy products
throughout India and in more than 60 countries across the world.
 Britannia’s product portfolio includes Biscuits, Bread, Cakes, Rusk, and Dairy products
including Cheese, Beverages, Milk and Yoghurt.
 Britannia Bread is the largest brand in the organized bread market with an annual
turnover of over 1 lac tons in volume and Rs.450 crores in value.
 The business operates with 13 factories and 4 franchisees. They have a presence in more
than 60 countries across the globe.
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1.7 CURRENT TRENDS
 Kiranas in crisis, disruption tough to reverse, fears FMCG.

 FMCG likely to grow 9-10% in 2020.
 FMCG sector to expand at 9% in FY20, growth to improve in FY21.
 FMCG output to remain scaled down as half the factories are in red zones.
 Vision group submits report on creating FMCG cluster, to transform Hubballi-
Dharwad: will be the FMCG hub for South India, generating turnover in excess of Rs
25,000 crore.
 Online sales doubles for top consumer brands in India due to Covid-19, this is true for
top deck companies like Hindustan Unilever, ITC, Parle Products, LG, Vivo and
Godrej.
 India's FMCG sector to see flat growth in 2020 due to Covid-19. Though the FMCG
industry has shown some sign of improvements in June, but in the first half of the year
the industry growth slipped to negative with 6% decline.
 Britannia has a ₹700-crore plan to keep 'Good Days' going after sales expanded by 25%.
 FMCG companies seek tax relief on dealer discounts to lift sales.
 Covid impact: Contract employees first in line of fire.
 FMCG Companies lead in capital efficiency: Fast-moving consumer goods (FMCG)
firms such as Hindustan Unilever (HUL), Procter & Gamble Hygiene, Colgate-
Palmolive dominate the top ranks of India’s most capital efficient companies for FY20.
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1.8 PESTEL ANALYSIS
 POLITICAL FACTORS
 Political stability: Political stability is one of the important most factors which influence
the growth of business directly. If Political stability is higher, then it leads to perfection
in business & on the other hand if there is instability the business will have to suffer.
 Taxation policy: Tax policy of government will affect the price of inputs & it ultimately
affects the prices of final products & it will directly affect the sale of product.
 Government intervenes: This indicates that at what level the government intervenes in
the economy. If the government intervene is more sometimes it helps the organization
at large extent.
 Subsidies: The subsidies which are provided by government to different organization
at different level also help it to grow at faster rate & helps the organization in reducing
the finance which is to be funded from outside & it directly reduces interest amount
paid in favor of fund raised from outside.
 Trading policies: This indicates the policies related to import & export of goods and
services from different nations. If the policies are favorable more goods & services will
be imported & exported, & on the other hand if policies are unfavorable it will restrict
the import & export.
 Labor law: Labor law also affect the organization, for example- child labor, a child
below 14 year of age cannot work in factory or any hazardous place.
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 ECONOMIC FACTORS
 The lifting of trade restrictions and import duties actually provided customers with
greater number of products to choose from and enhanced competition which led to
lower prices, hence decrease in inflation and improvement in quality of products
provided to gain greater market share this also helped in pushing up productivity and
thus increase in exports.
 Domestic market was protected through tariffs as all the import duties were not lifted;
it was lifted from items where market was already established, however where market
was still developing duties were still levied upon.
 This will also enable foreign companies present in India to import stuff from abroad
and sell it in India and make more efficient use of their extensive distribution network
on the other hand it also provides opportunities to local suppliers and distributors to
offer their services to companies who do not exist in India but want to sell their products
here.
 Now that companies could import from anywhere, there will be more options for them
to look for suppliers in the world and source the best amongst them in terms of price
and quality.
 SOCIAL FACTORS
 The social implication of advent and progress of FMCG industry is positive as people’s
life style will improve. All FMCG products are more hygienic and healthy than lose
products offered on streets and this definitely means low mortality ratio in future as
more and more people will start consuming these packaged goods.
 Apart from this, it is the fourth biggest sector in India which contributes about 2.5% to
GDP and creates employment for thousands of young graduates each year.
 This sector is dominated by MNCs and these companies invest millions of dollars each
year to improve the living conditions of poor in India, for example Hindustan Unilever
Limited started a “Project Shakti” in rural areas of India in order to empower women
there to earn some money for themselves and for their families.
 In developing countries like India not all the poverty eradication, education and other
developments projects can be taken by government. So any initiative by these firms is
a huge help.
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 TECHNOLOGICAL FACTORS
 The technology part comes easy to this sector as the manufacturing setup required for
these kinds of products is not as high tech as other industries plus it can be outsourced
through a third-party contract which is very common in this industry.
 Initial setup cost is a little high that’s why not all the starters can think of entering in
this market plus it is owned by giants like Unilever and P&G who make it difficult for
other companies to survive through their strategic moves.
 The distribution setup is difficult to establish with reliable links and this is where new
entrants fail most. They make the product but cannot make it available to all the markets
at the same time.
 ENVIRONMENTAL FACTORS
 These FMCG manufacture products from raw materials that are grown in the fields and
are result of agricultural activities in the region, therefore they are careful in protecting
and preserving the environment.
 Some of the efforts include setting up of green houses, use of herbal waste, supporting
rag pickers, establishing green buildings and procedures that are green, minimize
consumption of clean and fresh water. The constraint on energy is reduced by using
alternative sources of energy like herbal waste.
 Ecological: The ecological and environment aspects such as weather, climate, &
climate changes, which may especially affect industry such as tourism, farming, &
insurance. In FMCG Air conditioners demand increase in summer season.
Environmental issues: Global warming is one of the major issue now-a-days as external
factor is becoming a significant issue for firms to consider. Many remedies have been
taken to reduce Global warming.
 Environmental regulations: Various regulations have been declared by government to
safe guard the environment. For example-no company should through its waste in
rivers.
 LEGAL FACTORS
 Employment law: Employment law provides equal opportunities to every citizen to
work & earn his livelihood. It provides equal opportunities to every citizen.
 Consumer protection: This law helps to protect the rights of consumers & he can file a
case against seller if he fined that he is cheated.
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 Industry-specific regulations: These laws are related to industry for example- no
industry can establish in between cities i.e. it should be outside the cities.
 Government replaced various indirect taxes imposed on FMCG with a more direct
approach, i.e., GST. This will help in lowering prices as all the taxes imposed increase
the cost of production and producer passes it on to consumer.
 They cannot underpay agricultural sector for profit maximization, also they cannot fool
customers in any way by claiming something for their product which it is incapable of
doing in actual.
 The law also forbids FMCG industry to artificially increase prices by making a product
scarce. The law for marketing products states that one company cannot mock product
of another company by explicitly taking its name or showing its picture.
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CHAPTER 2
INTRODUCTION TO TOPIC-GREEN
MARKETING
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2.1 INTRODUCTION
 Businesses need to constantly assess the latest and most attractive marketing trends.
Marketing trends can be found out by continually researching about the changes in
consumer behaviour in the marketplace. By identifying the changes in the consumer
behaviour, the businesses can modify their offering to the consumers.
 Consumers today are more concerned about environmental degradation and negative
impact of their uses of product and services on environment. The reason for this concern
could be visible climatic changes, global warming and increasing air and water
pollution.
 Thus, using green marketing by the organizations not only provides an opportunity to
meet consumer expectations and address their environmental concerns, but also to gain
a competitive advantage and a strong consumer base.
 Green marketing is also termed as environmental marketing or ecological marketing.
According to American Marketing Association, marketing of products that are
presumed to be environmentally safe is called as Green Marketing.
 Thus, wide range of activities are covered under green marketing, which includes
modifying the product, making changes in the production process and packaging, as
well as modifying advertising or removing any activity that impacts the environment in
negative way.
 Today, the Earth faces more environmental issues than ever before, hence it is
imperative for companies to make and market them as environment friendly. Green
marketing is emerging as a popular promotional strategy owing to increased consumer
awareness and concerns.
 The concept of green or ecological marketing calls upon businesses to follow ethical
and green practices while dealing with customers, suppliers, dealers, and employees.
Companies have started marketing themselves as green companies.
 Even the Public Sector Units and state governments are now paying a lot of attention
towards environmental issues such as global warming, pollution, or water
contamination and have started taking steps to prevent environmental pollution.
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2.2 GREEN PRODUCTS AND MARKETING PRACTICES:
Actually, there is no consensus on what exactly is green. There is no accepted definition of

green product. However, based on different definitions of green marketing, some common
characteristics of products generally accepted as green, including the products are:
1. Energy efficient (both in use and in production).
2. Water efficient (both in use and in production).
3. Low emitting (low on hazardous emissions).
4. Safe and/or healthy products.
5. Recyclable and/or with recycled content
6. Durable (long-lasting).
7. Biodegradable.
8. Renewable.
9. Reused products.
10. Third party certified to public or transport standard (e.g., organic, certified wood)
11. Locally produced
 Many consumer durable companies are now marketing their products with Energy Star
Label stating that their use will reduce the energy consumption and consumers can save
a lot of money on electricity consumption over a period of time.
 For example, Godrej Consumer Products is marketing its product through green
marketing and gives additional incentive to buyers to exchange their old products with
latest green and environmentally friendly products. The advertisements try to persuade
the buyers to adopt a green lifestyle and contribute in development of a greener planet.
 NDTV a major media group promotes green values through its campaign Greenathon.
NDTV Greenathon as they call it organizes various philanthropic and social activities
to raise awareness regarding environmental issues at the same time contribute to the
social causes like electrification of rural areas etc.
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 Philips is marketing its Compact Fluorescent Light (CFL) as “Marathon”, highlighting
its new “super long life” and energy efficiency. Many companies are now offering more
eco-friendly alternatives for their customer’s re-cycled products are one of the most
popular alternatives that benefit the environment.
 Companies are now focusing on not to use plastic bags, instead they use carry bag made
up of recycled paper (for example, Titan, Tanishq have made a corporate policy that
the goods will be delivered or given to customers only in the carry bags made out of
recycled paper).
 Idea Cellular Limited also launched an advertisement stating saving trees towards their
corporate social responsibility.
 Kansai Nerolac Paints is marketing themselves as green as they have removed
hazardous heavy metals from their paints and are marketing their lead-free paints in
India.
 Dell focuses on producing green IT products under their strategy called “Go Green with
Dell”. Dell products are also coming in eco-friendly packaging with a system recycling
kit bundled along. They are also focusing on green innovations from data-centre
efficiency to the use of eco-friendly materials for everything from chassis design to
product packaging.
 Major electronic goods manufacturing organizations are selling their products with star
energy ratings that help to consume less energy. More is the star rating (maximum
rating is 5 star) of the electrical/electronic appliance, less is the energy consumed.
 Nokia has come up with the concept of recycling of phones to save the natural
resources. In 2007, IBM launched Project Big Green to help clients around the world
improve the efficiency of IT and better optimized their data centre resources.
 IBM has software and services technologies to help businesses reduce data centre
energy consumption and cut energy costs by more than 40%.
 Thus, green marketing is a marketing philosophy that promotes production and selling
of eco-friendly products with protection of ecological balance. Green marketing
involves multiple activities.
 Green Marketing encourages production of pure products by pure technology,
conservation of energy, preservation of environment, minimum use of natural
resources, and more use of natural foods instead of processed foods. Efforts of people,
social organizations, firms, and governments in this regard can be said as green
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marketing efforts. Green marketing raises the voice against production, consumption,
and disposal of such products that anyway harm consumers, the society, and the
environment. It is necessary that businessmen and users should refrain from harmful
products.
2.3 CURRENT TRENDS
 Organizations perceive green marketing as an opportunity to achieve its objectives.

 Firms have realized that consumers prefer products that do not harm the natural
environment and also the human health.
 Firms marketing such green products develop a competitive advantage, simultaneously
meeting their business objectives.
 Organizations believe they have a moral obligation to be more socially responsible.
Firms in this situation can use the fact that they are environmentally responsible as a
marketing tool.
 The importance of green marketing is growing. 20 years ago, multinational companies
did not care much about their eco-friendly practices.
 Companies like Apple, Coca-Cola and Disney are now competing to make business
decisions that would be considered green. We can easily see a clear pattern:
1. More companies produce and sell eco-friendly products,
2. Instagram and Facebook see an increase in influencers promoting such products,
3. Consumers gain more knowledge about the importance of buying products and
services that don’t harm the environment.
4. Green products will get cheaper and cheaper to produce when the demand grows.
 For Example, when we talk about McDonalds, they had one initiative where they
swapped their polythene bags with paper bags – creating headlines all over the world.
 It turned out to be a very successful campaign that got a lot of news headlines in big
newspapers.
 In the similar way, Starbucks has announced the phasing out of plastic straws from all
their stores by 2020, planning on introducing recyclable 'strawless cups', which are
basically like sipper cups.
 Other environment-friendly alternatives to plastic straws will include compostable
straws and reusable cold cups etc. Thus, these are the various trends the company
follows to achieve their objectives through green marketing.
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2.4 COMPANIES USING GREEN MARKETING
1. JOHNSON & JOHNSON
 The brand behind Band-Aid and a line of well-known baby products, Johnson &
Johnson has created its own Environment, Health, Safety, and Sustainability
Department to fine-tune internal practices.
 They’ve implemented an on-the-job training program to make sure everyone at their
company is on the same page with core values and key issues.
 Johnson & Johnson has set sustainability goals that include increasing product
recycling to reduce carbon emissions by 20 percent by 2020.
 Customers can follow the brand’s progress toward these goals through the company’s
online content.
 An example of the smart use of content for green marketing is the J&J blog, which is
peppered with personal stories and articles on environmental sustainability.
 Any brand can find creative ways to show their love for the planet and highlight their
efforts to minimize waste and save energy.
 Social media, in particular, can be an effective platform for getting the word out about
your green endeavors because it allows you to get more interactive with your audience.
 For example, Johnson & Johnson recently launched a successful Tumblr recycling
campaign.
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2. IKEA
 The Swedish furniture brand has created their own sustainable strategy called People
& Planet Positive.
 IKEA’s core belief as a company is that consumers shouldn’t have to make a choice
between stylish designs, affordable prices, and sustainability when purchasing their
products.
 The IKEA Group is the world's largest furniture retailer and a leading sustainability-
focused corporate brand. IKEA recently promised to make all of its 12,000 products
from renewable and recyclable materials by 2030.
 This is in addition to adopting science-based emission reduction targets and deriving
all of their energy from renewable sources by 2020.
 IKEA has several recycling programs including mattress and incandescent bulbs. Now
the company has pledged that by the end of the next decade everything the company
sells will be renewable and recyclable.
 Through surveys IKEA discovered that its customers were becoming more eco-minded,
looking to reduce waste, energy and water use. Accordingly, it launched a line of
products labeled as “more sustainable”, which includes energy efficient appliances,
water management products and healthy food.
 By tapping into this market and promoting “more sustainable” products through
numerous marketing schemes, such as cook-offs, festivals, living experiments,
workforce engagement and education, IKEA was able to increase sales of these
products by 58%.
16
3. STARBUCKS
 Starbucks has been certified by LEED since 2005, but it has move beyond that by
planning to eliminate all plastic straws by 2020 and open 10,000 environmentally
friendly stores by 2025.
 Starbucks tries hard to engage its community in sustainable issues. It uses green
materials for producing, packaging, and delivering its product to customers. As part of
its Green Store initiative, the brand also plans to reduce waste and use 30 percent less
water and 25 percent less power during production processes.
 The brand designs disposable coffee cups, is involved in recycling and green building,
supports farmers and the environmentally sustainable community, and has been hard at
work on communicating this message to its target audience.
 Planning on introducing recyclable 'straw less cups', which are basically like sipper
cups. Other environment-friendly alternatives to plastic straws will include
compostable straws and reusable cold cups etc.
17
4. HERSHEY
 The iconic chocolate brand has repurposed its brand image to include green marketing
as a key ingredient.
 The company, which also owns a hotel and amusement park in Hershey, PA, has made
embracing environmentally-friendly practices a main priority – so much so that they’ve
set a goal to reduce greenhouse gases from their own missions by 50 percent by 2025.
 Ranked as one of the top ten environmentally conscious companies in the United States,
Hershey has done more than just follow environmental trends.
 The company has set standards that are now being adopted by competitors like Mars.
Hershey goes a step further by repurposing corporate products for their charity efforts.
 They’ve also used their blog to share news of new innovations that could impact the
planet, such as a recent story about product packaging that’s actually edible.
 The Hershey Company announced earlier this month that it will transition to the use of
100 percent certified cocoa by 2020.
 The company says it will also “accelerate its programs to help eliminate child labor” in
cocoa-growing regions of West Africa.
 The company is not the first chocolate maker to announce a move to certified cocoa,
but as one of the biggest, its announcement is making significant waves in the industry.
18
5. MCDONALD’S
 For the very first time in India, McDonald’s is converting used cooking oil into
biodiesel, and using it to power trucks that make trips to its 275 restaurants carrying
supplies from its distribution center
 This is a good move looking at the strategy’s brands are trying to promote sustainability
in their marketing.
 They have already contributed to reducing plastic consumption in Mumbai and other
parts of Maharashtra, following a ban on plastic in the state.
 The introductions of paper containers, straws and plates, glass bottles and even steel
lunch boxes have made the change possible.
 McDonald’s has been running multiple sustainable initiatives in India, including
sourcing fresh food straight from farms and reducing sodium, oil, and fats in its menu.
 McDonald’s globally aims to reduce the use of greenhouse gas emissions by 36 percent
across its restaurants by 2030, and decreasing emission intensity per metric tons of food
and packaging by 31 percent.
It is a good marketing move considering that doing something good for the environment
can never go out of trend and attract a large section of society simultaneously
19
CHAPTER 3
INTRODUCTION OF THE STUDY
3.1 A STUDY ON CONSUMER PERCEPTIONS AND BEHAVIOUR
TOWARDS GREEN MARKETING IN FMCG INDUSTRY
Recently, concerns have been expressed by manufacturers and customers about the
environmental impact of products. Consumers and manufacturers have directed their attention
toward environment friendly products that are presumed to be “green” or environment friendly
like low power consuming (energy-efficient) electrical appliances, organic foods, lead free
paints, recyclable paper, and phosphate free detergents. Indian marketers are also realizing the
importance of the green marketing concept. Although a variety of research on green marketing
has been conducted across the globe; little academic research on consumer perception and
preferences has been carried out in India. This research provides a brief review of
environmental issues and identifies the green values of the consumers, their level of awareness
about environmental issues, green products and practices. This paper highlights the consumers’
perceptions and behaviour towards green marketing practices and products with the help of a
structured questionnaire. A study was conducted on 106 respondents. High level of awareness
about green marketing practices and products was found among the consumers. Green values
were also found to be high among the respondents. Research has given good insights for
marketers of the green products and suggests the need of designing the marketing
communication campaigns promoting green products due to high green value among the
consumers. Results reveals the view that overall green values, awareness about green products
and practices and the various factors such as price, packaging, consumption of green products
positively affects the environment, good offers etc. does affect the respondents in the buying
decision of green products.
21
3.2 LITERATURE REVIEW
1. N. Divyapriyadharshini Et Al (2019) studied to know the consumers awareness about

green products and how consumers would be helping the environment if they switch
over to green products. Consumers’ green products awareness is significant in
indicating the way of the green products buying decision. The data was collected from
30 respondents by survey method through a structured questionnaire. Convenience
sampling method was used. Data was analyzed using frequency analysis. It was found
that promotional activities on eco-friendly products influence consumers green
products awareness. Majority of the respondents were aware about green products. This
study also reveals that green products awareness as the critical factor, which affects
consumers green purchasing decision.
2. Gopal Thapa (2019) studied consumer level of awareness and perception towards green
products in Nepal. Research was done through a well- structured questionnaire and
around 192 respondents were surveyed. It was found that an increasing number of
consumers have adequate knowledge about green products feature, majority of them
view green products as healthy and safe. It was also found that consumer
disappointment towards the promotional measures taken by the marketer.
3. Dr.D.DivyaPrabha (2018) studied the Consumer Behaviour towards Green Marketing
Practices -With Special Reference to Coimbatore City. Research was done by using
convenience sampling method and around 120 respondents were surveyed. It was
found that an increased concern of the consumers towards the environment and the
different types of environment friendly products purchased by them. The finding of the
study also reveals that eco-friendly values of the consumer do not have a significant
influence on their decision to purchase green products.
4. Poongodi and Gowri (2017) studied consumers purchasing behaviour affected by green
marketing. Research was done by using descriptive research and 1000 respondents were
surveyed. They considered variables like age, income-group, occupation and gender. It
was found that there was no such strong relationship among the variables.
5. J.Rosareen Sandra, K.Iyyapan (2017) studied the various factors which affect
consumers purchasing green products, to evaluate attitudes of consumers regarding
green products, to analyse the demographics of the consumers inclined to purchase
green products and to evaluate perceptions of consumers. This research study tries to
22
determine whether the green marketing practices influences the consumer buying
behaviour in Madurai. A sample of 50 respondents was selected in Madurai and a
questionnaire was used to collect the primary data. Descriptive Statistics (Mean and
Percentile) and correlation to establish the relationship between variables have been
used in this study for analysing the primary data. It was found that the consumer
purchasing decisions in Madurai are influenced by the green marketing practices.
Moreover, the consumers are willing to pay a premium price for the ‘green’ products,
if the eco-friendly products provide an extra value to the consumers. Thus, strategies
need to be tailored to enhance the product’s performance and offer products that value
the consumer and the environment.
6. Manvinder Singh Tandon and Vaishali Sethi (2017) studied to understand the concept
of green marketing and to identify which factors play an important role in influencing
consumers to purchase green products. The data for the study has been collected
through an administered questionnaire from a samples size of 119 from Delhi NCR
region. Random and convenient sampling was administered in the study. It was found
that maximum awareness regarding green marketing lies with the age group of
between18 and 24 years, followed by 25 and 34 years. Factor analysis was performed
to reduce these impact variables into five factors. The main five factors which emerged
from factor analysis are environment friendliness, positive inclination towards green
products, social appeal, accessibility and green marketing elements. It was found that
positive inclination towards green products showed a greater influence among all of the
factors, which indicates that marketing managers should concern themselves with the
superior value of the eco-friendly products. It was also found that consumers are
influenced by earlier levels of satisfaction and advertising. So managers should not only
continue with eco-friendly promotion campaigns but also adopt more green displays in
supermarkets in order to create intention because people with income buy more
products based on unplanned decisions.
7. Dechamma (2016) studied on consumer’s behaviour towards green marketing. This
research based on secondary data collection. It was found that consumers have positive
image and positive attitude towards green marketing. Consumers are also slowly
migrating from chemical products to green products. They found that the green
marketing concept is more concern among FMCG companies to remain stable in
competitive market. As consumer also involving in green marketing practices not only
23
green marketing. According to gender wise survey result male consumers are well
aware about green marketing practices.
8. Kavita Gujral (2016) studied the behaviour of consumers towards Green
FMCG Products & finding out how many people are switching from non-green
segment to greener segment and what is the reason behind their purchase and what
motivates them. A primary study has been carried out to find out the perception of
consumers towards green products. It was found that due to increasing awareness
about Green FMCG Products people are shifting towards greener segment showing
concern towards environment and their family.
9. Aditi Jaju (2016) studied to investigate the impact of Green Marketing on Consumer
Purchasing Patterns and Decision Making in India. The study was concentrated
particularly on the Telangana State in India. The research was used a quantitative
approach with survey as the research instrument. It was found that intensity of green
packaging and green branding, importance of green products and premium green
pricing have a significantly positive impact on consumer behaviour leading to green
purchases.
10. Dr.Mrs Veena and R.Humbe (2015) studied green marketing practices adopted by
Indian telecom service providers. Different green marketing practices adopted by
Indian telecom operators. Such as LEED Buildings, Green network, green IT, green
data centres etc. The main objective of the study is to understand green marketing
practices adopted by Indian telecom service providers and to study factors contributing
towards adoption of green marketing practice by the Indian telecom service providers.
Respondents were drawn for the study from midlevel management and data’s were
analysed. it is found that the awareness of green marketing practices in their working
area is known to majority of respondents also found that various factors were found to
have driven the companies into adopting green marketing practices.
11. Suman Bansal (2015) studied the impact of green marketing on various companies,
explained meaning of green marketing, reasons of adopting green marketing practices,
by firms, different rules of green marketing etc. in detail. Author discussed initiatives
taken by some of the organizations. Such as Bank of America, in which company
reduced use of paper from 32% to 24% in five years, green initiatives taken by Ceres,
General Electric environmentally friendly actions, sustainable operations of DUpot,
and green marketing practices in different other companies such as McDonalds, Home
Depot, Star bucks etc. Along with all these, author discussed green marketing mix and
24
green marketing future. In conclusion author mentioned, this is the right time to select
“green Marketing” globally, he also suggested to consumers, industrial buyers and
suppliers to pressurize effects on minimizing the negative effects on the environment.
12. Dr. K.Manian and Aswin Nitish (2014) studied the importance of green marketing in
present scenario and to focus on the green marketing in the context of Indian corporate
sector. To meet these objectives the researcher discussed green marketing mix and some
cases were explained related to green marketing initiatives in India such as Suzlon
energy and its green techniques, ITC’s green product techniques, Wipro’s green IT
initiatives, Oil and Natural Gas Company (ONGC)’s Mokshada green cremation
initiative, first solar powered ATM by Indusland bank, Use Mobile save paper
campaign by IDEA cellular, Hero Honda motors green initiatives, the researchers also
highlighted some challenges faced in case of green marketing practice by both
manufacturers and by consumers. It is found that green marketing is still in a stage of
childhood in India, it is the responsibility of the manufacturers to understand the
requirements of consumers regarding green practice and implementation of the same
for the better result.
13. Kumar Brajesh and Pegu Priyanka (2014) studied consumers greener attitude, green
products and green concept awareness in consumers and also consumer’s green
purchasing behaviour. Research was conducted through a structured questionnaire and
around 40 students of Assam University were surveyed. It was found that, majority of
respondents were highly aware of environmental degradation, many of them prefer to
consume eco-friendly products and few of them prefer these products rarely. It was also
found that young consumers are more concerned about green practice so marketers
must target all those consumers and by that they can capture the market.
14. V Princy Metilda (2014) studied entire concepts of green marketing i.e. meaning,
characteristics, strategies, strengths & challenges of green marketing along with
different examples of green marketing practices in India. It shows how companies
seeking attention of customers who are concerned about health and environment. It was
found that it is marketing responsibility of the marketers to make consumers to
understand the need for and benefits of given products as compared to non - green
products.
15. Namita Rajput Et Al (2014) studied “A Study of Consumers' Attitudes and Purchase
Intentions towards Environmental: Friendly Products in FMCG Sector in India. The
aim of this study is to examine factors which influence the purchase of environmental
25
friendly products in FMCG (Fast Moving Consumer Goods) sector in India and to
exhibit the factors used by companies from the marketing-mix elements (the product,
the price, the place and the promotion) that have an influence on green purchase
attitudes and to examine if some factors are more important than others. Research was
conducted through simple correlation, multiple regressions and ANOVA. It was found
that satisfaction (through past experience), advertising/promotion and word of mouth
influence the purchase decisions of consumers towards environmental-friendly
products. The research would be of great help to the companies in FMCG sector as they
get an idea about the best marketing strategies that they can adopt to understand the
consumers' attitudes and purchase intentions towards environmental-friendly products.
Also, these companies will have insight about how to profile environmental-friendly
consumers in India and to develop effective messages that will functionally and
emotionally appeal to their target customers.
16. Sudhalakshmi. K and Chinnadorai. K.M, (2014) studied “Awareness Level of
Consumers towards Green FMCG Products with Special Reference to Coimbatore
District. The research study took place in Coimbatore district of Tamil Nadu and around
100 respondents were taken into consideration. It was found that the consumers of
Coimbatore district of Tamil Nadu are aware about the eco-friendly FMCG products
and they have more concern for eco-friendly products. The study shows they are
identifying the eco-friendly FMCG products through the eco-label and therefore it can
be considered as a major tool for Environmental marketing. The government, the
organization and the customers have to put hands together in creating awareness of eco-
friendly products.
17. Rahul Argha sen.(2014) studied impact of green marketing on consumer buying
behaviour in Kolkata. The objective of the study is to understand whether the consumer
purchasing decisions in Kolkata are influenced by green marketing practices
undertaken by the companies to understand a proper green marketing mix for the
consumer as a whole and also to understand the challenges faced by companies now a
days while pursuing green marketing activities. Data’s were collected from 100
respondents in various retail stores in Kolkata. And Data’s were analysed with Likert
scale, Mean, average, standard deviation and percentage. From the analysis it is found
that majority of respondents agree that companies should undertake green activities,
also maximum number of respondents feel that companies should abide by the
environmental laws, and also, they are not willing to repurchase the green products
26
again from the market. Finally, it is suggested to companies to adopt green marketing
practice and also economic aspects of marketing should be taken care of, companies
can raise price of their products if they can enhance the products performance and offer
extra product value by providing better visual appeal, better functions, improved
performance, better design, or better taste.
18. Dr. B. Nagaraju and Tejaswini H.D (2014) studied customer perception and market
awareness towards eco-friendly FMCG products, and also to understand their
willingness to pay more for those products. Survey was done in Mysore district;
collected data were analysed by using suitable tools. It was found that majority of
respondents are having awareness about eco-friendly FMCG products, their purchase
decision is effected by green packaging, it is also found, price of green product is higher
than non-green products said by consumers, and finally it is suggested to the
government, to the organization and to the consumers to come forward and help to
create awareness of eco-friendly products.
19. C. Dilip Kumar and S. M. Yamuna (2014) studied on consumer preference towards
green marketing products. Research was done by a structured questionnaire and
distributed to 100 respondents in Coimbatore City using convenient sampling
techniques. It was found that the design, price, quality, quantity, durability, unpolluted
environment and availability are the aspects of eco-friendly products, will have
influence on the choice and preferences of customers. Finally, they concluded that the
consumers have to use green products in future which are usually biodegradable/recycle
resources for saving the environment.
20. Rouf Ahmad Rather and Dr. R. Rajendran (2014) studied consumer awareness about
the green products and its impact on green purchasing behaviour. Research was done
by using exploratory research and around 533 respondents were surveyed. It was found
that consumer’s awareness towards green products in Jammu and Kashmir is of average
level. It was found that there is a significant association between green product
awareness level of the respondents and green consumer buying behaviour.
21. Kriti Agarwal and Pooja Sharma (2013) studied green marketing in detail starting with
green marketing meaning, nature, advantages of green marketing, challenges faced in
green marketing practices, how it is still in growing stage in Indian contexts, each and
every concept is discussed in green marketing. It was found that the problem of growing
environmental problems can be solved with the help of green marketing practice and it
27
is suggested to the government to take initiatives in green marketing and also
programmes must be conducted to make consumer aware of this concept.
22. Gandhi Ankit and Rao Mayur (2013) studied “Green Marketing: Impact of Green
Advertising on Consumer Purchase Intention”. The data was collected from students
studying in Management Institute. The research findings reveal that consumer attitude
towards green advertising significantly influences consumer purchase intention of
green products.
23. Babita Saini (2013) studied about how the consumer buying behaviour is affected by
the green marketing and how companies can get the competitive edge by adopting it.
How demand could be enhanced by pursuing the green strategies and what challenges
would be faced by the companies in going green. The research study took place in
Rohini district of Delhi. It was found that companies need to increase their
communication with the customers for going green, and that attributes like price and
quality are more important than “environmental responsibility”.
24. Surendra Verru (2013) studied impact of consumer behaviour on green marketing. The
objective of the paper is to find how consumer behaviour is influence by green
marketing by companies; Data is collected from 50 consumers belonging to Ranga
Reddy district of Andhra Pradesh, data analysis done with some suitable tools. It was
found that companies need to work on green marketing strategies; consumer preference
must be taken for consideration.
25. Norazah Mohd. Suki (2013) examined the influence of consumers, environmental
concerns, awareness of green product, and price and brand image on their purchasing
decision of green products. Research was done via multiple regressions and around 200
respondents were surveyed. It was found that consumer awareness of price and brand
image significantly influences their purchasing decision of green products. A person
having some concern for the environment and its brand image would have a stronger
preference to buy a green product.
26. Shafaat and Sultan (2012) studied about the challenges faced by green marketing and
also include the lack of standards and common consensus among the public about what
actually constitutes green. It was found that despite these challenges, green marketing
continues to gain popularity particularly in light of growing global concern about
climate change. Companies are coming forward to showcase their commitments to
reduce adverse climate impacts of their products and services.
28
27. Braimah and Tweneboah-Koduah (2012) studied the behaviour of consumers in Ghana.
It was found that there was low level of awareness towards green marketing issues
which affected that purchase decision of the consumers. He also found that the price of
green products is one of the factors that influence the purchase of green products.
However, it was found that young consumers are more likely to be influenced by green
products.
28. Cherian and Jacob (2012) studied about the consumer’s awareness towards the green
products. Research was done through a structured questionnaire and around 106
respondents were surveyed. It was found that consumers lack green knowledge and
because of this low awareness, organizations are still not focusing towards development
of green products for the fear that their investment will not generate adequate returns.
29. Purohit (2011) studied “Consumer buying behaviour on green products” and analysed
the consumer attitude, roll of marketing mix in buying intention and relationship
between consumer attitude and buying intention towards green marketing. Around 238
post-graduates’ students were surveyed. It was found that product; price, place and
promotion had significant correlation with buying intention of eco-friendly products. It
was concluded that consumers were ready to pay high price for eco-friendly products
which cause less pollution to the environment.
30. Aditya Maheshwari and Gunjan Malhotra (2011) studied to understand awareness level
of green products, their perception about green products, and the parameters they
consider for buying green products and does green marketing really affect their decision
to buy products. Research was conducted through an online structured questionnaire
and statistical tools were used to analyse the data. It was found that the majority believes
the companies leverage on green marketing but awareness about green products is less.
Factors like price, availability, and brand name are considered by a consumer before
buying green products. The consumers feel that they are overpaying for products. It was
also found that consumers are not overly committed to their environment and look to
lay too much responsibility on industry and government. Green marketing should be
combined with educating people about the benefits; the consumer must not feel being
cheated purchasing green products.
29
CHAPTER 4
RESEARCH METHODOLOGY
4.1 RESEARCH DESGIN
 A research design is the set of methods and procedures used in collecting and analysing
measures of the variables specified in the research problem. The design of a study
defines the study type, research problem, Hypotheses is independent and dependent
variables, experimental design, and, if applicable, data collection methods and a
statistical analysis plan.
 Descriptive research, also known as statistical research, describes data and
characteristics about the population or phenomenon being studied. Descriptive
research answers the questions who, what, where, when and how.
 This research is based on descriptive research to complete this study primary as well as
secondary source of information is used.
 To study the consumer perceptions and behaviour towards green products, primary data
is collected by using a detailed structured questionnaire which was administered to a
sampling method. The study has been carried out in Ahmedabad city.
4.2 SAMPLING PLAN
● Sample size – 106 respondents.
● Sampling method –Non-probability convenience method will be used.
● Sample unit – Ahmedabad
● Research tool – Microsoft Excel, SPSS
4.3 OBJECTIVES
 To identify the factors that influence the customer persuasion to buy green products.
 To find out the information source of green products to the customer.
 To understand the behavior and perceptions of customers for green products.
31
4.4 SCOPE OF STUDY
Green marketing has now evolved as one of the major areas of interest for marketers as it may
provide competitive advantages. However, it requires investment in terms of technology
enhancement, process modification, communicating benefits to customers etc. Many of the
companies in India have now started marketing themselves as green organizations due to
certain government regulations and shift in the preference of the consumers worldwide.
However, not much research with respect to green marketing has been done in India and there
is question about the awareness of green products among consumers. The attitude of Indian
consumers towards green products and the relationship between the attitude and behaviour is
also questionable. As green marketing is different from the marketing in traditional way,
marketers need to know the factors that persuade the consumer to buy the green products. This
study aims to resolve the research question that what factors influence the consumer persuasion
to buy the green products and what are their perceptions and behaviour towards these green
products.
4.5 DATA COLLECTION
 Google doc is prepared for all those respondents which are geographically spread and
because it is also convenient for both the respondents and the researcher.
 The primary data is collected through a structured questionnaire.
 The secondary data is collected through newspapers, articles and research papers.
32
CHAPTER 5
DATA ANALYSIS AND
INTERPRETATION
1. Age
Descriptions Frequency Percentage

20-25 62 58.5%
26-30 9 8.5%
31-35 5 4.7%
36-40 6 5.7%
41 and Above 24 22.6%
22.6%
20-25
26-30
5.7% 31-35
4.7% 58.5% 36-40
8.5% 41 and Above
INTERPRETATION: The data in the above chart indicates the Age of the respondents.
As per the data 58.5% of the respondents are 20-25, 8.5% of the respondents are 26-30, 4.7%
of the respondents are 31-35, 5.7% of the respondents are 36-40 and 22.6% of the respondents
are 41 and above. Thus, we can conclude that majority of the population are of 20-25.
33
2. Gender

Male 67 63.2%
Female 39 36.8%
36.8%
Male
Female
63.2%
INTERPRETATION: The data in the above chart indicates the Gender of the
respondents. As per the data 63.2% of the respondents are Male and 36.8% of the respondents
are Female. Thus, we can conclude that majority of the respondents are Male.
34
3. Occupation

Student 49 46.2%
Business 14 13.2%
Job 29 27.4%
Housewife 11 10.4%
Others 3 2.8%
2.8%
10.4%
Student
Business
46.2%
Job
27.4%
Housewife
Others
13.2%
INTERPRETATION: The data in the above chat indicates the Occupation of the
respondents. As per the data 46.2% of the respondents are Students, 13.2% of the respondents
are doing Business, 27.4% of the respondents are having Jobs, 10.4% of the respondents are
Housewife and 2.8% of the respondents have some other occupation. Thus, we can conclude
that majority of the respondents are Students.
35
4. Education

SSC 7 6.6%
HSC 18 17.0%
Graduate 50 47.2%
Post Graduate 16 15.1%
Diploma 8 7.5%
Other 7 6.6%
6.6% 6.6%
7.5%
17.0%
SSC
HSC
15.1%
Graduate
Post Graduate
Diploma
Other
47.2%
INTERPRETATION: The data in the above chat indicates the Education of the
respondents. As per the data 6.6% of the respondents are SSC, 17% of the respondents are
HSC, 47.2% of the respondents are Graduate, 15.1% of the respondents are Post graduate, 7.5%
of the respondents are Diploma and 6.6% of the respondents are Others. Thus, we can conclude
that majority of the respondents are Graduate.
36
5. Monthly Income

Less than 20,000 61 57.5%
20,001-40,000 23 21.7%
40,001-60,000 10 9.4%
More than 60,000 12 11.3%
11.3%
9.4%
Less than 20,000
20,001-40,000
40,001-60,000
57.5% More than 60,000
21.7%
INTERPRETATION: The data in the above chart indicates the Income of the
respondents. As per the data 57.5% of the respondents have income Less than 20,000, 21.7%
of the respondents have income in the range of 20,001-40,000, 9.4% of the respondents have
income in the range of 40,001-60,000 and 11.3% of the respondents have income More than
60,000. Thus, we can conclude that majority of the respondents have income Less than 20,000.
37
6. From where you get the information about Green Marketing Practices?

Television 17 16.0%
Newspaper 14 13.2%
Magazines 3 2.8%
Online 37 34.9%
Friends 31 29.2%
On location (at the time 4 3.8%
of shopping
3.8%
16.0%
29.2%
13.2% Television
Newspaper
2.8% Magazines
Online
Friends
34.9%
On location (at the time of
shopping)
INTERPRETATION: The data in the above chart indicates the sources of information
about Green Marketing Practices. As per the data 16% of the respondents get the information
through Television, 13.2% of the respondents through Newspapers, 2.8% of the respondents
through Magazines, 34.9% of the respondents through Online sources, 29.2% of the
respondents through their friends’ circle and 3.8% of the respondents on the time on Location
(at the time of shopping). Thus, we can conclude that majority of the respondents avails the
sources of information about Green Marketing Practices through the Online sources.
38
7. Have you bought any Green Product in last 6 months?

Yes 60 56.6%
No 46 43.4%
43.4%
Yes
No
56.6%
INTERPRETATION: The data in the above chart indicates about the purchase of any
Green Product in last 6 months. As per data 56.6% of the respondents have purchased the green
product and 43.4% of the respondents have not purchased.
39
8. What do you understand by Green Products?
8.1. Products which are Green in colour

Strongly Disagree 40 37.7%
Disagree 20 18.9%
Neutral 30 28.3%
Agree 11 10.4%
Strongly Agree 5 4.7%
4.7%
10.4%
37.7% Strongly Disagree

Disagree
Neutral
Agree
28.3%
Strongly Agree
18.9%
INTERPRETATION: The first statement says Green Products are green in color. As per
the data in the above chart, 37.7% of the respondents Strongly Disagree with this statement,
18.9% of the respondents Disagree, 28.3% of the respondents are Neutral, 10.4% of the
respondents Agree and 4.7% of the respondents Strongly Agree with this statement. Thus, we
can conclude that majority of the respondents Strongly Disagree with this statement.
40
8.2. Products which are naturally grown or Organic Products
Disagree 4 3.8%
Neutral 22 20.8%
Agree 48 45.3%
7.5%
3.8%
22.6%
Strongly Disagree
20.8% Disagree
Neutral
Agree
Strongly Agree
45.3%
INTERPRETATION: The second statement says Green Products are those which are
naturally grown or organic. As per the data in the above chart, 7.5% of the respondents Strongly
Disagree with this statement, 3.8% of the respondents Disagree, 20.8% of the respondents are
Neutral, 45.3% of the respondents Agree, 22.6% of the respondents Strongly Agree with this
statement. Thus, we can conclude that majority of the respondents Agree with this statement.
41
8.3. Products which are recyclable
Disagree 5 4.7%
Neutral 23 21.7%
Agree 42 39.6%
6.6%
4.7%
27.4%
Strongly Disagree
21.7% Disagree
Neutral
Agree
Strongly Agree
39.6%
INTERPRETATION: The third statement says Green Products are recyclable. As per the
data in the above chart, 6.6% of the respondents Strongly Disagree with this statement, 4.7%
of the respondents Disagree, 21.7% of the respondents are Neutral, 39.6% of the respondents
Agree, 27.4% of the respondents Strongly Agree with this statement. Thus, we can conclude
that majority of the respondents Agree with this statement.
42
8.4. Bio-degradable Products
Disagree 6 5.7%
Neutral 28 26.4%
Agree 37 34.9%
8.5%
24.5% 5.7%
Strongly Disagree
Disagree
Neutral
26.4% Agree
Strongly Agree
34.9%
INTERPRETATION: The fourth statement says Green Products are bio-degradable

products. As per the data in the above chart, 8.5% of the respondents Strongly Disagree with
this statement, 5.7% of the respondents Disagree, 26.4% of the respondents are Neutral, 34.9%
of the respondents Agree, 24.5% of the respondents Strongly Agree with this statement. Thus,
we can conclude that majority of the respondents Agree with this statement.
43
8.5. Green products are always fresh
Disagree 12 11.3%
Neutral 40 37.7%
Agree 31 29.2%
9.4% 12.3%
Strongly Disagree
11.3% Disagree
29.2% Neutral
Agree
Strongly Agree
37.7%
INTERPRETATION: The fifth statemen says that Green Products are always fresh. As
per the data in the above chart, 12.3% of the respondents Strongly Disagree with this statement,
respondents Agree, 9.4% of the respondents Strongly Agree with this statement. Thus, we can
conclude that majority of the respondents are Neutral regarding this statement.
44
8.6. Green products are herbal in nature
Disagree 13 12.3%
Neutral 26 24.5%
Agree 35 33.0%
11.3%
18.9%

Disagree
Neutral
Agree
Strongly Agree
33.0% 24.5%
INTERPRETATION: The sixth statement says that Green Products are herbal in nature.
As per the data in the above chart, 11.3% of the respondents Strongly Disagree with this
statement, 12.3% of the respondents Disagree, 24.5% of the respondents are Neutral, 33% of
the respondents Agree, 18.9% of the respondents Strongly Agree with this statement. Thus, we
can conclude that majority of the respondents Agree with this statement.
45
8.7. Healthy products
Disagree 7 6.6%
Neutral 27 25.5%
Agree 40 37.7%
9.4%
20.8% 6.6%
Strongly Disagree
Disagree
Neutral
25.5% Agree
Strongly Agree
37.7%
INTERPRETATION: The seventh statement says that Green Products are healthy
products. As per the data in the above chart, 9.4% of the respondents Strongly Disagree with
this statement, 6.6% of the respondents Disagree, 25.5% of the respondents are Neutral, 37.7%
of the respondents Agree, 20.8% of the respondents Strongly Agree with this statement. Thus,
we can conclude that majority of the respondents Agree with this statement.
46
8.8. Quality of green product is good
Disagree 9 8.5%
Neutral 31 29.2%
Agree 40 37.7%
9.4%
15.1%
8.5%
Strongly Disagree
Disagree
Neutral
Agree
29.2% Strongly Agree
37.7%
INTERPRETATION: The eighth statement says that quality of Green Product is good.
As per the statement, 9.4% of the respondents Strongly Disagree with this statement, 8.5% of
the respondents Disagree, 29.2% of the respondents are Neutral, 37.7% of the respondents
that majority of the respondents Agree with this statement.
47
8.9. Green products are highly priced
Disagree 19 17.9%
Neutral 40 37.7%
Agree 23 21.7%
9.4%
13.2%
Strongly Disagree
17.9%
Disagree
21.7% Neutral
Agree
Strongly Agree
37.7%
INTERPRETATION: The ninth statement says that Green Products are highly priced. As
per the data in the above chart, 9.4% of the respondents Strongly Disagree with this statement,
respondents Agree, 13.2% of the respondents Strongly Agree with this statement. Thus, we can
conclude that majority of the respondents are Neutral regarding this statement.
48
9.0. Energy saving products
Disagree 7 6.6%
Neutral 35 33.0%
Agree 35 33.0%
3.8%
6.6%
23.6%
Strongly Disagree
Disagree
Neutral
33.0% Agree
Strongly Agree
33.0%
INTERPRETATION: The tenth statement says that Green Products are energy saving
products. As per the data in the above chart, 3.8% of the respondents Strongly Disagree, 6.6%
of the respondents Disagree, 33% of the respondents are Neutral, 33% of the respondents
that majority of the respondents are Neutral as well as they Agree with this statement.
49
9. Factors affecting buying decision of Green Products
9.1. Consumption of green products will positively affect the environment

Disagree 12 11.3%
Neutral 21 19.8%
Agree 32 30.2%
8.5%
30.2% 11.3%
Strongly Disagree
Disagree
Neutral
Agree
19.8%
Strongly Agree
30.2%
INTERPRETATION: The First statement talks about the consumption of Green Products
will positively affect the environment. As per the data in the above chart, 8.5% of the
respondents Strongly Disagree with this factor, 11.3% of the respondents Disagree, 19.8% of
the respondents are Neutral, 30.2% of the respondents Agree, 30.2% of the respondents
Strongly Agree with this statement. Thus, we can conclude that majority of the respondents
feels that the consumption of Green Products will positively affect the environment.
50
9.2. I am concerned about my environment

Disagree 5 4.7%
Neutral 20 18.9%
Agree 40 37.7%
9.4%
4.7%
29.2%
Strongly Disagree
Disagree
18.9%
Neutral
Agree
Strongly Agree
37.7%
INTERPRETATION: The Second statement talks about that respondents are concerned
about their environment. As per the data in the above chart, 9.4% of the respondents Strongly
Disagree with this statement, 4.7% of the respondents Disagree, 18.9% of the respondents are
Neutral, 37.7% of the respondents Agree, 29.2% of the respondents Strongly Agree. Thus, we
can conclude that majority of the respondents consider this statement which affects them to
buy the Green Products.
51
9.3. I make every effort to buy paper products made from recycled paper

Disagree 9 8.5%
Neutral 22 20.8%
Agree 37 34.9%
8.5%
8.5%
27.4%
Strongly Disagree
Disagree
Neutral
20.8%
Agree
Strongly Agree
34.9%
INTERPRETATION: The third statement talks about that respondents make every effort
to buy paper products made from recycled paper. As per the data in the above chart, 8.5% of
the respondents Strongly Disagree with this statement, 8.5% of the respondents Disagree,
20.8% of the respondents are Neutral, 34.9% of the respondents Agree, 27.4% of the
respondents Strongly Agree with this statement. Thus, we can conclude that majority of the
respondents agree that this statement affects them to buy the green products.
52
9.4. To save energy, I use public transport as much as possible
Disagree 16 15.1%
Neutral 25 23.6%
Agree 35 33.0%
8.5%
19.8%

Disagree
Neutral
Agree
Strongly Agree
33.0% 23.6%
INTERPRETATION: The fourth statement talks about that to save energy, respondents
use public transport as much as possible. As per the data in the above chart, 8.5% of the
respondents Strongly Disagree with this statement, 15.1% of the respondents Disagree, 23.6%
of the respondents are Neutral, 33% of the respondents Agree, 19.8% of the respondents
Strongly Agree with this statement. Thus, we can conclude that majority of the respondents
Agree with this statement, which motivates them towards the decision of buying Green
products.
53
9.5. I buy energy efficient household appliances
Disagree 7 6.6%
Neutral 33 31.1%
Agree 42 39.6%
8.5%
14.2%
6.6%
Strongly Disagree
Disagree
Neutral
Agree
31.1%
Strongly Agree
39.6%
INTERPRETATION: The Fifth statement talks about that respondents buy energy
efficient household appliances. As per the data in the above chart, 8.5% of the respondents
Strongly Disagree, 6.6% of the respondents Disagree, 31.1% of the respondents are Neutral,
39.6% of the respondents Agree, 14.2% of the respondents Strongly Agree with this statement.
Thus, we can conclude that majority of the respondents Agree with this statement which affects
them towards the decision of buying Green Products.
54
9.6. I have switched products for ecological reasons
Disagree 11 10.4%
Neutral 35 33.0%
Agree 33 31.1%
8.5%
17.0%
10.4%
Strongly Disagree
Disagree
Neutral
Agree

33.0%
INTERPRETATION: The sixth statement talks about that respondents have switched
products for ecological reasons. As per the data in the above chart, 8.5% of the respondents
Strongly Disagree with this statement, 10.4% of the respondents Disagree, 33% of the
respondents are Neutral, 31.1% of the respondents Agree, 17% of the respondents Strongly
Agree with this statement. Thus, we can conclude that majority of the respondents Agree with
this statement that they have switched products for ecological reasons, which act as a factor
towards the buying decision of Green Products.
55
9.7. I look for eco-friendly certification while buying any product
Disagree 7 6.6%
Neutral 35 33.0%
Agree 36 34.0%
8.5%
17.9%
6.6%
Strongly Disagree
Disagree
Neutral
Agree
34.0%
INTERPRETATION: The seventh statement talks about that respondents look for eco-
friendly certification while buying any product. As per the data in the above chart, 8.5% of the
respondents Strongly Disagree with this statement, 6.6% of the respondents Disagree, 33% of
the respondents are Neutral, 34% of the respondents Agree, 17.9% of the respondents Strongly
the statement that they look for eco-friendly certification while buying any product, which act
as a factor towards the buying decision of Green Products.
56
9.8. I look for good offers to buy green products
Disagree 14 13.2%
Neutral 23 21.7%
Agree 40 37.7%
10.4%
17.0%

Disagree
Neutral
Agree
Strongly Agree
21.7%
37.7%
INTERPRETATION: The eighth statement talks about that respondents look for good
offers to buy green products. As per the data in the above chart, 10.4% of the respondents
Strongly Disagree with this statement, 13.2% of the respondents Disagree, 21.7% of the
respondents are Neutral, 37.7 % of the respondents Agree, 17% of the respondents Strongly
the statement that respondents look for good offers to buy green products, which act as a factor
towards the decision of buying Green Products.
57
9.9. I look for variety while buying ecofriendly products
Disagree 13 12.3%
Neutral 20 18.9%
Agree 42 39.6%
11.3%
17.9%
Strongly Disagree
12.3%
Disagree
Neutral
Agree
39.6%
INTERPRETATION: The ninth statement talks about that respondents look for variety
while buying ecofriendly products. As per the data in the above chart, 11.3% of the respondents
respondents are Neutral, 39.6% of the respondents Agree, 17.9% of the respondents Strongly
the statement that respondents look for variety while buying eco-friendly products, which act
as a factor towards the decision of buying Green Products.
58
10.0. Packaging attracts me to buy green products
Disagree 14 13.2%
Neutral 39 36.8%
Agree 27 25.5%
10.4%
14.2%

Disagree
Neutral
25.5%
Agree
Strongly Agree
36.8%
INTERPRETATION: The tenth statement talks about that packaging attracts the
respondents to buy green products. As per the data in the above chart, 10.4% of the respondents
respondents are Neutral, 25.5% of the respondents Agree, 14.2% of the respondents Strongly
Agree with this statement. Thus, we can conclude that majority of the respondents are Neutral
regarding the packaging which attracts them to buy the Green Products.
59
10.1. Price of Green products affect by buying decision
Disagree 14 13.2%
Neutral 35 33.0%
Agree 28 26.4%
8.5%
18.9%

Disagree
Neutral
Agree
26.4%
Strongly Agree
33.0%
INTERPRETATION: The statement talks about that price of green products affect the
buying decision. As per the data in the above chart, 8.5% of the respondents Strongly Disagree
with this statement, 13.2% of the respondents Disagree, 33% of the respondents are Neutral,
26.4% of the respondents Agree, 18.9% of the respondents Strongly Agree with this statement.
Thus, we can conclude that majority of the respondents are Neutral about the statement that
price of green products affects the buying decision.
60
FINDINGS
 In total we recorded 106 respondents, out of which 63.2% of the respondents were male
and remaining 36.8% of the respondents were female.
 Majority of the respondents were in the age-group of 20-25 for about 58.5% and the
least were in the age-group of 31-35 for about 4.7%.
 Majority of the respondents were students for about 46.2% and 2.8% of the respondents
had some other occupation.
 Majority of the respondents were graduate for about 47.2%.
 About 57.5% of the respondents have monthly income less than 20,000 and 9.4% of
the respondents have income in the range of 40,001-60,000.
 About 34.9% of the respondents came to know about Green marketing practices
through the online sources and 2.8% of the respondents through magazines.
 About 56.6% of the respondents have purchased green products in last 6 months.
LIMITATIONS OF THE STUDY
 The study is focused only to respondents of Ahmedabad city and due to Coivd-19
Pandemic; no personal interview is done so responses may not be accurate.
 The duration of project is very short period.
 Due to the limited size of sample, accurate result might not occur.
 People do not fill correct answers of the questions asked due to fatigue or ignorance.
61
RECOMMENDATIONS
Green marketing is a continuous process that requires constant inputs from the suppliers,
government legislations and policies and the people. This is required so that the businesses
green marketing strategy can be aligned to the target markets and so it can gain a sustainable
competitive advantage. It is important that strategies and policies in relation to green products
be developed and implemented so as to guide and help the retailers and customers towards a
green change. Businesses should concentrate on focusing on developing a green product that
have a demand from the general public and which also aligns to the company’s core
positioning. In conclusion, creating and implementing a green marketing strategy is not straight
forward because it is not only complex, but also a relative concept that continuously varies
over time. Since the success of green products depend on the consumers adopting or changing
their perceptions and behaviour towards such products, it is imperative that green marketers
identify all the factors that encourage cooperation. Thus, the current study will also be of
benefit to the green marketers as it aids in developing a marketing strategy that persuades
consumers to buy the green products.
62
CONCLUSION
Consumers’ level of awareness about green products found to be high but at the same time
consumers are not aware about green initiatives undertaken by various government and non-
government agencies signifying need for more efforts from organizations in this regard. Online
sources remain the leading source of information for most of the respondents and should be
utilized more for reaching out to the consumers regarding green products and practices.
Responses were on moderate positive level and we can conclude that consumers are not sceptic
about green claims of the organizations and consumers are concerned about the present and
future state of environment signifying need for green products and practices. Marketers can
come up with new green products and communicate the benefits to the consumers. Due to
increased awareness and concern consumer may prefer green products over conventional
products to protect the environment. Concerns were more directed towards depletion of Ozone
and Global Warming. The consumers are concerned about the state of environment and expect
the organizations to employ green practices towards the protection of environment.
The results have implication for durable manufacturers specially to practice green marketing.
The marketing communication regarding green practices need to focus more on theme and
message. Advertising appeals using green products and practices are likely to move emotions
and result in persuasion. It is important for markets to be in top of mind recall of consumers to
gain maximum from their green brand positioning. Constant and continuous communication
from the organizations’ side is required to make an impact and create a distinct green
positioning. Consumers have shown positive attitude towards green products at the same time
they are concerned with the availability, good offers and price of such products.
This implies that Marketers should make the green products available to the consumers for
their consumption as customers have shown willingness to buy green products if it is available.
As consumers consider the ill effects of manufacturing and consumption on natural
environment, they may purchase the green product if marketers can make them aware about
the benefits of the green products (which consumers perceive as priced higher) as compared to
that of traditional products. It was found that the percentage of people who buy only green
products is very low and marketers need to take this as an opportunity to build their product
portfolios and promote themselves as green.
The study has implications for marketers as well as consumers and makes a good case for start
of an era of green marketing in India. The study focused on a limited geographical area has
63
limited generalizability but provides good insights regarding behaviour of consumers towards
green products. Future research could focus on psychographic segmentation of consumers in
terms of assessing their green values and preferences. The study can be replicated at a larger
scale to get more insights into the behaviour of consumers and understand more about green
phenomenon.
REFERENCES
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Journal of Research in Commerce, Economics and Management, 1(1), 94-97.
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towards Environment Friendly Products. Journal of Asian Social Science, Vol. 8, No.
12, pp. 117-126.
3. Braimah, M and Tweneboah-Koduah, E. H.(2011). An Exploratory Study of the Impact
of Green Brand Awareness on Consumer Purchase Decision in Ghana. Journal of
Marketing Development and Competitiveness, Vol. 5, No. 7, pp. 11-18.
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towards green products: A study of youngsters in India. International Journal of
Marketing & Business Communication, 1(4), 35.
5. Shafaat, F., & Sultan, A. (2012). Green marketing. EXCEL International Journal of
Multidisciplinary Management Studies, 2(5), 184-195.
6. Bhatia, M., & Jain, A. (2013). Green marketing: A study of consumer perception and
preferences in India. Electronic Green Journal, 1(36).
7. Dilip Kumar & Dr. S. M. Yamuna (2014). A study on consumer preference towards
green marketing products, International Journal of Scientific Research, Vol. 3, 185-187.
8. Rather, R. A., & Rajendran, R. (2014). A Study on Consumer Awareness of green
products and its Impact on Green Buying Behavior.
9. Dr.T.Vasanthi and N.Kavitha (2016). CONSUMER AWARENESS AND
PURCHASING BEHAVIOUR OF GREEN PRODUCTS - AN ANALYTICAL
STUDY, intercontinental journal of marketing research review, volume 4, issue 2,
February 2016.
10. Makhdoom, U., & Nazir, U. (2016). Consumers purchase behavior towards green
products. Marketing in Emerging Economies, 15.
64
11. Poongodi S. & Gowri S. (2017).Green Marketing and Its Impact on Consumer Buying
Behavior on Green Products with Special Reference to Selected Districts of Tamil
Nadu. IOSR Journal of Humanities and Social Science.
12. Dr. B. Kishore Babu, N. Rajeswari and Naidu Mounika, An Empirical Study on
Consumer Green Buying Behavior, Vijayawada, Andhra Pradesh, International Journal
of Civil Engineering and Technology, 9(3), 2018, pp. 648–655.
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CONSUMERS'PURCHASING DECISION: SOME INSIGHTS FROM MALAYSIA.
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1RJBM. Volume No – IX March - 2016 Issue – 3.
65
ANNEXURES
“A Study on Consumer Perceptions and Behaviour Towards Green Marketing

in FMCG Industry”
Dear Recipient,
we are students of GLS University, conducting research on "A STUDY ON CONSUMER

PERCPETIONS AND BEHAVIOUR TOWARDS GREEN MARKETING IN FMCG
INDUSTRY, so we are requesting you to help us in gathering the data by filling up this
questionnaire and the required information will be used only for research purpose.
1. Name_______________
2. Email id_____________
3. Contact number__________
4. Age:
20 to 25
26 to 30
31 to 35
36 to 40
41 and above
5. Gender:
Female
Male
66
6. Occupation:
Student
Business
Job
House wife
Professionals
7. Education:
SSC
HSC
Graduate
Post Graduate
Doctorate
Diploma
Other
8. Income (Monthly):
Less than 20,000
20,001-40,000
40,001-60,000
More than 60,000
67
From where you get the information about Green marketing Practices (single tick)?
o Television
o Newspaper
o Magazines
o Radio
o Online
o Friends
o On location (at the time of shopping)
Have you bought any green product in last 6 months?
o Yes
o No
What do you understand by green products? (Likert scale of Strongly disagree,

disagree, agree and strongly agree)
Statements Disagree Strongly Neutral Agree Strongly

Disagree Agree
Green in colour
Naturally grown or organic

products
Recyclable
Bio-degradable products
Fresh products
Herbal in nature
Healthy Products
Quality of green product is

good
Highly priced
Energy saving products
68
Factors affecting buying decision of green products. (Likert scale of Strongly disagree,
disagree, agree and strongly agree)
Statements Disagree Strongly Neutral Agree Strongly

Disagree Agree
Consumption of green products will

positively affect the environment
Concerned about environment
Make every effort to buy paper

products made from recycled paper.
To save energy, use public transport as
much as possible
Buy energy efficient household
appliances
Switched products for ecological
reasons
Look for eco-friendly certification
while buying any product
Look for good offers to buy green
products
Look for variety while buying eco-
friendly products
Energy saving products

Packaging attracts me to buy green
products
Price of Green products affect by
buying decision.
69

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DISSERTATION

“A STUDY ON CONSUMER PERCPETIONS AND BEHAVIOUR TOWARDS

In partial fulfilment of the requirement of the award for the

Under the guidance of

Akshay Chhablani (201800510010010)

[Batch: 2018-2023] IMBA Semesters VI

and behaviour towards green marketing in FMCG industry”.

The Integrated MBA programme is a well-structured and integrated course of business

Dissertation has provided us with an opportunity to gain information of “A STUDY ON

Every Project Report is a culmination of a student’s endeavor to gain optimum experience

Faculty Guide Dr. Hitesh Ruparel

Dean, Faculty of Management

I, __________________________________, hereby declare that the report for dissertation

Date: (Name of the student)

Sr.no Content Page no.

4. Chapter 4: Research Methodology 31-32

10. Conclusion 63-64

1.2 Market Size

1.3 Investments/ Developments

Some of the recent developments in the FMCG sector are as follows:

1.4 FMCG Market in India

1.5 GROWTH RATE

 FMCG industry in India is expected to grow at the rate of 27.9% CAGR

HINDUSTAN UNILEVER LIMITED

 HUL was established in 1931 as Hindustan Vanaspati Manufacturing Company. With

 Established in 1910, ITC Limited is a diversified conglomerate with businesses

 Kiranas in crisis, disruption tough to reverse, fears FMCG.

Actually, there is no consensus on what exactly is green. There is no accepted definition of

1. Energy efficient (both in use and in production).

2. Water efficient (both in use and in production).

3. Low emitting (low on hazardous emissions).

4. Safe and/or healthy products.

5. Recyclable and/or with recycled content

11. Locally produced

2.3 CURRENT TRENDS

 Organizations perceive green marketing as an opportunity to achieve its objectives.

1. JOHNSON & JOHNSON

1. N. Divyapriyadharshini Et Al (2019) studied to know the consumers awareness about

4.2 SAMPLING PLAN

● Sample size – 106 respondents.

● Sampling method –Non-probability convenience method will be used.

● Sample unit – Ahmedabad

● Research tool – Microsoft Excel, SPSS

 To find out the information source of green products to the customer.

 To understand the behavior and perceptions of customers for green products.

4.5 DATA COLLECTION

 The primary data is collected through a structured questionnaire.

Descriptions Frequency Percentage

4.7% 58.5% 36-40

8.5% 41 and Above

Descriptions Frequency Percentage

Descriptions Frequency Percentage

Descriptions Frequency Percentage

Descriptions Frequency Percentage

Descriptions Frequency Percentage

Descriptions Frequency Percentage

Descriptions Frequency Percentage

37.7% Strongly Disagree

Descriptions Frequency Percentage

Strongly Disagree 9 8.5%

Strongly Agree 26 24.5%

INTERPRETATION: The fourth statement says Green Products are bio-degradable

12.3% Strongly Disagree