CHAPTER 1

INDRODUCTION

1
1.1 INTRODUCTION

Green Marketing is essentially a way to brand your marketing message in order to

capture more of the market by appealing to People’s desire to close products and services that
are better of the environment. Green Marketing definitions can be a little confusing since
Green Marketing can refer to anything from greening product development to the actual
advertising campaign itself going by alternative names such as sustainable marketing
environmental marketing green advertising eco marketing organic marketing all of which
point to similar concepts through perhaps in a more specific fashion
Green Marketing is a concept that has gained much important in this modern era. The
term Green Marketing refers to the planning development and promotion of the product or
services that satisfy the needs of consumer without affecting and environment. in this study
an attempt has been made to know the awareness level of retailers as well as consumers
towards green marketing
Customer’s attitudes are changing towards the environment to encourage innovation
for conservation and the benefits from this source of innovation are certain to outlive our
current generation. This paper investigates consumer beliefs and attitude on environment
protection and their purchasing behaviour of eco-friendly products.

1.2 STATEMENT OF THE PROBLEM

The study aims to investigate the level of awareness of green marketing practices
among retailers, assessing their understanding of eco-friendly initiatives, and exploring
potential barriers to adoption
The attitude of Kerala retailers 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 retailers to
sell the green products. This study aims to resolve the research question that what are the
barriers influence the retailers to adopting green marketing in this context the selected topic
entitled " the awareness of green marketing among retailers with special reference to
“urangattiri punjayath” is valuable

1.3 OBJECTIVES OF THE STUDY

2
► PRIMARY OBJECTIVE

*To assess the awareness of retailers regarding green marketing

*To analyse the attitude of retailers towards green marketing.
*To analyses behaviour of retailers towards green marketing!
*To identify the obstacles of green marketing.
* Ranking of barriers to adopt Green Marketing.

1.4 SIGNIFICANCE OF THE STUDY

A study on the awareness of green marketing among retailers can explore the extent to
which retailers understand and adopt environmentally friendly practices. This may involve
assessing their knowledge of eco-friendly products, willingness to promote sustainability, and
the impact of green marketing on consumer behaviour. Additionally, investigating potential
barriers to implementing green initiatives in retail can provide valuable insights. The scope
may also extend to evaluating the effectiveness of existing green marketing strategies and
suggesting improvements for a more sustainable retail landscape. Many studies reveal that
retailers concern about the environment has steadily increased all over the world in the past
two decades. These studies are mainly carried out in highly developed countries which are
major contributors to environmental degradation. There is a need of such a search in less
affluent countries as they also have registered their names in the blacklist of polluters
although the retailers environmental concern is showing an increasing tread in India still it is
highly questionable that this environmental sophistication will get translated into increased
green purchasing or conservation of energy. Moreover, all green activities cannot be put into
the same basket as these activities are the outcome of different ecological philosophy
The present study includes selection of a sample from one of the panjayath in
Malappuram district study established the awareness of green marketing among retailers

1.5 RESEARCH METHEDOLAGY

Data collection

►Primary data

3
 For the study, data used mainly the primary data. Primary data do not exist already in
record. The researcher has got together primary data afresh for the specific study. The
primary data were collected from retailers through contained formal list of questions.

► Secondary data
It refers to those data, which gathered for other purp0se which already available
records. The secondary data necessary for the study have been collected from the
published sources Like reports, records, journals, and periodical books on the subject etc.

► Sampling design

Sampling technique used in this study is nonprobability convenience sampling. A

convenience sample is used when we simply stop anybody in the street who is prepared
to stop or we wander round a college or any institution, or shop or whatever asking
people we meet whether they will fill out questionnaires. stop or we wander round a
college of any institution, or shop whatever asking people we meet whether they will 6ll
out questionnaires.

►Sample Size
Sampling was employed to select 50 respondents, from Kuzhímanna panchayath
Malappuram. A structured questionnaire was developed to measure demographic
variables (age, gender, education etc.) awareness and purchasing & conservation
behaviour of the respondents. Both open ended and close ended questions were.

►Tool of analysis

1. Simple average

2. Percentage

►PERIOD OF STUDY

3 Weeks

► Tool of present

1. Table

4
 2. Diagrams

LIMITATIONS OF THE STUDY

►This being an academic study suffers from time and consideration

►There may be error due to the bias from responders; hence the result may not accurate
► With respect to actual population the sample size was too small. This might to affect
the final result

5
1.7 CHAPTER PLAN

The project work is logically divided and presented into five chapters.
The first chapter is an introduction, which deals with a broad outline of the
study, statement of the problem, significance of the study objectives of the
study, research methodology, tools of analysis and presentation limitation of
study and chapter plan.

6
 CHAPTER 2

REVIEW OF LITERATURE

7
2.1 REVIEW OF PREVIOUS STUDIES

Introduction
The literature has been reviewed from the reputed journals of both National and
International Journals pertaining to Green Marketing and its related issues. The literature has
also been reviewed from Textbooks, Magazines, & Websites.

Bhatia, Mayank and Jain, Amit (2013) published a study on (Journal Issue: Electronic
Green Journal, 1(36)) "Green Marketing: A Study of Consumer Perception and Preferences in
India Study found that Consumers level of awareness about green products to be high and
Consumers Leve shown positive attitude towards green products at the same time they are
concerned with the availability and price of such products.

Triptisahu (2012) conducted a study on "behavioural analysis of green product in Pune city
in India. His study argues that the consumer in Pune city is aware in the green product, and
they behave as per their awareness.

Cherian and Jacob (2012) found that consumers lack green knowledge and because of this
low awareness, organizations are still not focusing on development of green products.

Tweneboah-Koduah (2011) studied Ghanaian consumers and have found low level of
awareness towards green marketing issues which affected that purchase decision of the
consumers Prior influence the purchase of products was also found to be one of the factors
that green products. However. it was found that young consumers are more likely to be
influenced by green issues.

The study by Nandini Deshpande (2011) has pointed out that Green Marketing should not
neglect the economic aspect of marketing. Marketers need to understand the implications of
Green Marketing. Thus, Green Marketing is a golden goose, and can be a very powerful
marketing strategy though when it is done right
The study by Vinay et al (2011) determined that the concept of green marketing has been
around at least since the first earth day in 1970. But the idea did not catch on till 1980's, when
rising public interest in the environment led to a demand for more green products and
services, The companies like Wipro, HCL, TNPL, IBM, ONGC etc... implemented the
concept of green marketing in their organization.

8
The study by Saranya (2011) Analyses that Green Marketing mainly focuses on promoting
the understand the need for and benefits of green products than non-green products.

Ajit Upadhyaya and Rajeev Shukla (2011) highlighted that Environmental concerns and
influences on green consumers refer to the practice of practicing - selling or using
products/services based on their environmental benefits

Project Guru (2010) indicated that India is still at nascent stage in using eco-friendly
products. t 1sthe responsibility of the individuals, organizations, and Government to take
further steps to increase the awareness on benefits of eco-friendly products.

Dileep Kumar (2010) analysed that how far the hotel business organizations in the tourism
sector meet the customer's needs through green marketing effort and how they influence the
consumer behaviour and their satisfaction by inducing environmentally responsible
behaviour.

The study by Habib Ahmad etal (2010) reveal that Pakistani customers have adequate
exposure to print and broadcast media, but television advertising is preferred. Besides print
and electronic media, outdoor advertising is also an important part of advertising green
products in Pakistan.

Pavan Mishra &Payal Sharma (2010) conceptualized that Green Marketing should not be
considered as just one more approach to marketing, but must be pursued with much greater
Vigour, as it has an environmental and social dimension to it.

The study by Sanjit Kumar Dash (2010) identified the marketing strategies for green
marketing. Include Marketing Audit (including internal and external situation analysis) It was
found that Challenges ahead include green products require renewable and recyclable
material, which is costly requires a technology, which requires huge investment in R&D. You
must find an opportunity to enhance your product's performance and strengthen your
customer’s loyalty and command a higher price

According to Vemuri Lakshmi Narayana&Dhinesh Babu (2008), a clever marketer is one

who not only convinces the consumer, but also involves the consumer in marketing his
product. Green marketing should not be considered as just one more approach to marketing,
but must be pursued with much greater vigour, as it has an environmental and social
dimension to it.

9
Brahma, M. & Dande, R. (2008), The Economic Times, Mumbai had an article which stated
that, Green Ventures India is a subsidiary of New York based asset management firm Green
Ventures International. The latter recently announced a $300 million India focused fund
aimed at renewable energy products and supporting trading in carbon credits.

MulchandSen (2007) explored that Green Marketing covers more than firm's marketing
claims. Has pointed out that Green Marketing should not neglect the economic aspect of
marketing. Marketers Need to understand the implications of Green Marketing. Thus, Green
Marketing is a golden goose. and can be a very powerful marketing strategy though when it is
done right.

The study by Jacquelyn A. Ottoman (2006) explained that Green Marketing must satisfy
two objectives: Improved Environmental Quality and Customer Satisfaction. Research
indicates that many green products have failed because of green marketing myopia marketers
'myopic focus on their products-greenness over the broader expectations of consumers or
other market players (such as regulators or activists.

Oyewole, P. (2001). In his paper presents a conceptual link among green marketing,
environmental justice, and industrial ecology. It argues for greater awareness environmental
justice in the practice for green marketing. A research agenda is finally Suggested to
determine consumers' awareness of environmental justice, and their willingness to bear the
costs associated with it.

Prothero, A. (1998) introduces several papers discussed in the July 1998 issue of Journal of
Marketing Management' focusing on green marketing. This includes a citation of the need to
review existing literature on green marketing, an empirical study of United States and
Australian marketing managers, a description of what a green alliance look like in practice in
Great Britain, eco-tourism, and definitions of green marketing.

10
 CHAPTER 3
THEORATICAL FRAMEWORK

11
3.1 GREEN MARKETING
The term Green Marketing is the buzzword used in industry which is used to describe
business activities which attempt to reduce the negative effect of the Products/services
offered by the company to make it environmentally friendly. As society becomes more
concerned with the natural environment, Businesses have begun to modify their process to
address Society's new issues. Some businesses have been quick to accept the newer
Challenges or changes like environmental management, minimization of the Waste aligning
with organizational activities. For a company to be successful in implementing green
marketing strategy, it should not forget Attitude of consumers towards green marketing. The
outcome of this paper may trigger the minds of marketer to give a thought for adopting the
suitable strategies which will give them a way to overcome major problems associated with
regular marketing techniques and make a shift to green marketing. Eventually the marketers
can save a lot on overhead costs and associated entities in the market. Keeping this thing in
mind this paper is an attempt to understand awareness of consumers towards green marketing
and green branding along with exploring the concept of green marketing
Keywords: Green marketing, Eco-Friendly products, green brands, Green Products

3.2 DEFENITION OF GREEN MARKETING

Pride and Ferrel (1993): green marketing, also alternatively known as environmental
marketing and sustainable marketing, refers to an organisation's effort at designing
promotion, pricing, and distributing product that will not harm the environment.

Polonsky (1994): defines green marketing as all activities designed to generate and facilitate
any exchanges intended to generate human needs or wants, such that the satisfaction of these
needs and wants occurs, with minimal detrimental impact on the natural environment

3.3 NEEDS OF GREEN MARKETING

► It helps in reducing the environmental damage.

► Improves the company image and sales of the product.
► Create customer awareness about ecological problems.
► Makes customer enjoy the benefits of a product or service thereby also contributing to
environmental benefits.

► Company is become more accountable for producing and marketing products without any
bad effect on the environment.

12
3.4 IMPORTANCE OF GREEN MARKETING

Green marketing offers business bottom line incentives and top line growth
possibilities. While modification of business or production processes may involve start-up
costs, it will save money in the long term. For example, the cost of installing solar energy is
an investment in future energy cost savings. Companies that develop new and improved
products and services with environmental impacts in mind give themselves access to new
markets, substantially increase profits, and enjoy competitive advantages over those
marketing no environmentally responsible alternatives
When looking through the literature there are several suggested reasons for firms
increased use of Green Marketing. Five possible reasons are as follows:

1. Organizations perceives environmental marketing to be an opportunity that can be used to

achieve its objectives.
2. Organizations believe they have a moral obligation to be more socially responsible.
3. Governmental bodies are forcing firms to become more responsible.
4. Competitors' environmental activities pressure firms to change their environmental
Marketing activities.
5. Cost factors associated with waste disposal, or reductions in material usage forces firms to
modify their behaviour.

3.5 BENEFITS OF GREEN MARKETING

► Companies that develop new and improved products and services with environment
inputs in mind give themselves access to new markets, increase their profit sustainability, and
enjoy a competitive advantage over the companies which are not concerned for the
environment.

► Some of the advantages of green marketing are.

1. It ensures sustained long-terin growth along profitability

2. It saves money in the long run. Though initially the cost is more.
3. It help the companies market their products and services keeping the environment aspects
in mind. It helps in accessing the new markets and enjoying competitive advantage.
4. Most of the employees also feel proud and responsible to be working for an
environmentally responsible company.

13
3.6 EVOLUTION OF GREEN MARKETING

► The term Green Marketing came into prominence in the late 1980s and early 1900s.
► The green marketing has evolved over this period. The evolution of green marketing had
three phases. First phase was termed as "Ecological green marketing, and during this period
all marketing activities were concerned to help environment problems and provide remedies
for environmental problems.

► Second phase was "Environmental" green marketing and the focus shifted unclean
technology that involved designing of innovative new products, which take care of pollution
and waste issues.

► Third phase was "Sustainable" green marketing It came into prominence in the Late
1990s and early 2000. This was the result of the term sustainable development which is
defined as "meeting the needs of the present without compromising the ability of future
generations to meet their own needs."

3.7 Adoption of Green Marketing

There are basically five reasons for which a marketer should go for the adoption of
green marketing. They are

3.7.1. Opportunities or competitive advantage

In India, around 25% of the consumers prefer environmental-friendly products, and

around 28% may be considered healthy conscious. Therefore, green marketers have diverse
and sizeable segments to cater to. The Surf Excel detergent which saves water (advertised
with the message-do bucket paani roz Bachana") and the energy saving LG consumers
durables are examples of green marketing We also have green buildings which are efficient in
their use of energy, water, and construction materials, and which reduce the impact on human
health and the environment through better design. construction, operation, maintenance, and
waste disposal.

3.7.2. Social Responsibility

Many companies have started realizing that they must behave in an Environment-
friendly fashion. They believe both in achieving environmental objectives as well as profit
related objectives. The HSBC became the world's first bank to go carbon-neutral other

14
examples include Coca-Cola, which has invested in various recycling activities. Walt Disney
World in Florida, US, has an extensive waste management program and infrastructure in
place.

3.7.3 Governmental Pressure

Various regulations rare framed by the government to protect consumers and the
society at large. The Indian government too has developed a framework of legislations to
reduce the production of harmful goods and by products. These reduce the industries
production and consumers' consumption of harmful goods, including those detrimental to the
environment, for example, the ban of plastic bags in Mumbai, prohibition of smoking in
public areas, etc.

3.7.4. Competitive Pressure

Many companies take up green marketing to maintain their competitive edge. The
green marketing initiatives by niche companies such as Body Shop and Green &Black have
prompted many mainline competitors to follow suit.

3.7.5. Cost Reduction.

Reduction of harmful waste may lead to substantial cost savings. Sometimes, many
firms develop symbiotic relationship whereby the waste generated by one company is used
by another as a cost-effective raw material for example, the fly ash generated by thermal
power plants, which would otherwise contribute to a gigantic quantum of solid waste, is used
to manufacture fly ash bricks for construction purposes.

3.8 Green Marketing Mix

The 4 Ps of green marketing are that of a conventional marketing but the challenge
before marketers is to use 4 Ps in an innovative manner.
3.8.1. Product
The ecological objectives in planning products are to reduce resource consumption
and pollution and to increase conservation of scarce resources. The marketer's role in product
management includes providing product designers with market-driven trends and customer
requests for green product attributes such as energy saving, organic, green chemicals, local
sourcing, etc., For example, Nike is the first among the shoe companies to market itself as
green. It is marketing its Air Jordan shoes as environment-friendly, as it has significantly
reduced the usage of harmful glue adhesives. It has designed this variety of shoes to
emphasize that it has reduced wastage and used environment-friendly materials.

3.8.2. Price

15
 Price is a critical and important factor of green marketing mix. Most consumers. will
only be prepared to pay additional value if there is a perception of extra product value. This
value may be improved performance, function, design, visual appeal, or taste. Green
marketing should take all these facts into consideration while charging premium price. E.g.,
Wal Mart unveiled its first recyclable cloth shopping bag. IKEA, EASYDAY stores started
charging consumers when they opted for plastic bags and encouraged people to shop using its
"Big Blue Bag".

3.8.3 Promotion
There are three types of green advertising: Ads that address a relationship between a
product/service and the biophysical environment. Those that promote a green lifestyle by
highlighting a product or service. Ads that present a corporate image of environmental
responsibility.

3.8.4. Place
The choice of where and when to make a product available will have significant
impact on the customers. Very few customers will go out of their way to buy green Products.

3.9 Eco-friendly companies in Kerala

3.9.1 Arjuna Natural Extracts Limited

Arjuna Natural Extracts Ltd is India's leading manufacturer and exporter of
standardized botanical extracts for pharmaceutical and nutraceutical industries for over two
decades. Established in 1992, with customers in around 40 countries, the company has
several international patents to its credit of which majority are commercialized globally. The
company has R&D tie ups with international universities from Australia, US, and Japan. The
highly advanced R&D unit at Arjuna is a complete research facility for phytochemistry,
pharmacokinetics, formulation and development, pre-clinical and clinical studies. Arjuna's
state of the art laboratory has been approved for in-house research by the Ministry of Science
& Technology, Government of India.

Phone: +91 484 4080400

Email: mail@arjunanatural.com
Website: www.arjunanatural.com
Address: India, Always, Kerala, Arjuna Natural Extracts Limited P.B. No: 126. Bank Road.
Kerala. India 683 101

3.9.2 Sangeetha Bags

16
 We are engaged in the export of a large variety of Jute shopping bag Promotional
bags, Wine bottle bags, Gift, Souvenir. Ladies Bags. Non-woven bags. General shopping
bags, Food grade bags, Pick up bags, Multi Colour Bags, Corporate Bags, Bags Pouches,
Wedding Bags, Files, Variety Bags, JUTE FOOTWEARS AND OTHER OCCASIONAL
ETC. These bags are created with traditional and trendy designs and looks to cater to both
conventional and innovative applications like Trade Promotion and other Image Building
quests. Jute- "The Golden Fibber", the 100% Biodegradable Fibber, as you know, is a unique
gift of nature. It is truly one of the most versatile fibres, known to mankind. Jute is
incorporated with high tensile strength to derive innovative and attractive designs. We, at
Sangeetha Bags, manufacture these bags as per the requirement of our customers.

Phone: 0484 2345314, 2534404, 2349784

Email: sangeethabag@gmail.com
Website: www.sangeethabag.com

Address: Kochi, KOLLANNUR INDUSTRIES Kollannur Arcade, Opp St. Jude Church.
Jawaharlal Nehru Stadium Road Karanakodam. Thammanam. Kochi-32, Kerala, India

3.10 Why Green Marketing is not popular in Kerala?

► People are more attracted towards foreign products.

► And most companies are not importance to producing herbal products.

► People are not aware of the importance of the Green Marketing.

► Green Marketing product prices are very high.

17
 CHAPTER 4
DATA ANALYSIS AND INTERPRETATION

18
DATA ANALYISIS AND INTERPRETATION

In Chapter one, researcher had discussed the research design and methodology, origin
of the research, design of the research, variable of the research, population and sample of the
research, tools for data collection, procedure for data collection, statistical analysis done in
project work.
Data analysis is important step and heart of the research in research work After
collection of data with the help of relevant tools and techniques, the next logical step. is to
analyses and interpret data with a view to arriving at empirical solution to the problem. The
data analysis for the present project was done qualitatively with the help of descriptive
method.
The methodology described in the previous chapter only provided the baseline for
data- gathering. In this chapter, the presentation of data is systematically linked to the format
of the self-developed questionnaire attached in the appendix. The following will be used to
analyses data: description of the sample, main results, discussion, presentation, and
interpretations of the results. This chapter will focus on the analysis and interpretation of data
that was collected for this study.

19
Table 4.1 DEMOGRAPHIC CHARACTERISTICS OF RESPONDENT

S. NO General Number Percentage

information
1 Age
20-29 1 1.66
30-39 17 28.33
40-49 37 61.66
50 above 5 8.33

2 Gender
Male 60 100
female 0 0
3 Education
Graduate 7 11.66
Postgraduate 0 0
others 53 88.33
4 Occupation
Govt employee 0 0
Private employee 36 60
Others 24 40

(SOURCE OF PRIMARY DATA)

Chart 4.1

Age

20-29 30-39 40-49 50 above

20
 Chart 4.2

Gender

male female

Chart 4.3

Graduate

graduate post graduate others

21
 Chart 4.4

Occupation

40%

60%

govt employee private empolyee others

INTERPRETATION

It shows that 1.66% of respondents are between the age of 20-29 years. 28.33% of
respondents are between the age of 30-39 years, 61.66% of respondents are between the age
of 40-49 years and 8.33% of respondents are 50 above.
It shows that majority respondents are between 40-49 years old and the most are male
100% and the rest is 0% respondents are female.
It shows that 11.66% of respondents are graduate and 0% of respondents are post
graduate and 88.33% of respondents are chosen other option
It shows that 0% of respondents are govt employee 60% of respondents are private
employee and the rest of responds are selected other option.

22
4.2 Familiarity of green marketing

Particular No Percentage
Very familiar 48 80
Some familiar 10 16.66
Not familiar at all 2 3.33
Total 60 100
(SOURCE PRIMARY DATA)
CHART 4.5

familiarity of green marketing

3%
17%

80%

very familiar some familiar not familiar at all

Interpretation

It shows that 80% of respondents are very familiar with green marketing 16.66% of
respondents are some familiar and the rest of 3.33% of respondents are not familiar at all.

23
4.3 IMPLEMENTING PRACTICES OF RESPONDENTS

particular No. of respondents percentage

Yes 35 58.33
No 5 8.33
Not sure 20 33.33
TOTAL 60 100

Sources: primary data

CHART4.6 IMPLIMENTING PRACTICES OF RESPONDENTS

Chart Title
70

60

50

40

30

20

10

0
YES NO NOT SURE

IMPLIMENTING PRACTISES OF RESPONDENT Column1

Column2

INTERPRETATION:
It shows that 58.33% of respondence are implementing practices of
respondents .8.33% of the respondents are not implemented.

24
TABLE 4.4 MOTIVE TO SELECT GREEN MARKETING

PARTICULAR NO. OF RESPONDENTS PERCENTAGE

Environmental concern 37 61.66
Cost saving 21 35
Regulatorily compliance 2 3.33
Others 0 0
total 60 100
(SOURCE: PRIMARY DATA)

CHART 4.7 MOTIVE TO SELECT GREEN MARKETING

Chart Title

70

60

50

40

30

20

10

0
ENVIRONMENTAL COST SAVING REGULARLY OTHRS
CONCERN COMPLIONES

GREEN MARKETING Column1 Column2

INTERPRETATION:

It shows that 61.66% of respondents are motive to select environmental concern,35%

of respondents are motive to cost saving and 3.33% of respondents are regularly compliance
and the rest of 0% are others.

25
Table 4.5 IMPORTANCE OF GREEN MARKETING

Particular Number of respondents percentage

Very important 49 81.66
Some important 11 18.33
Not important 0 0
Total 60 100

Source: primary data

CHART 4.8 IMPORTANCE OF GREEN MARKETING

Chart Title
90

80

70

60

50

40

30

20

10

0
very important some important not important

importance Column1 Column2

INTERPRETATION

It shows that 81.66% of respondents are very important, 18.33% of respondents are
some important and the rest 0% of respondents are not important.

26
Table 4.6 expand of green marketing

Particular Number of respondents percentage

Strongly agree 31 51.66
Agree 19 31.66
Neutral 8 13.33
Disagree 2 3.33
Strongly disagree 0 0
TOTAL 60 100

Source: primary data

CHART 4.9 EXPAND OF GREEN MARKETING

Chart Title
60

50

40

30

20

10

0
strongly agree agree neutral disagree strongly disagree

expand of green marketing Column1 Column2

INTERPRETATION

It shows that 51.66% of respondents are strongly agree and 31.33% of respondents are
agree ,13.33% of respondents are chosen neutral ,3.33% of respondents are disagree and the
rest of respondents are strongly disagreed

27
Table 4.7 HEARD OF GREEN MARKETING PRACTICES

Particular Number of respondents percentage

Yes 53 88.33
No 7 11.66
TOTAL 60 100

Source: primary data

CHART 4.10 HEARD OF GREEN MARKETING PRACTICES

Chart Title

No

yes

0 10 20 30 40 50 60 70 80 90 100

knowledge Column1 Column2

INTERPRETATION

it shows that 88.33% of respondents are yes and 11.66 % of respondents are selected
no.

28
TABLE 4.8 INTEREST OF SELLING GREEN PRODUCT

Particular Number of respondents Percentage

Strongly agree 19 31.66
Agree 34 56.66
Neutral 6 10
Disagree 1 1.66
Strongly disagree 0 0
Total 60 100
(Source: primary data)

CHART 4.11 INTEREST OF SELLING GREEN PRODUCT

intrest of selling

strongly agree agree neutral disagree strongly disagree

INTERPRETATION

It shows that 31.66% of respondents are strongly agree and 56.66% of respondents are
agree ,10% of respondents are chosen neutral ,1.66% of respondents are disagree and the rest
of 0% respondents are strongly disagreed

29
Table 4.9 do you prefer green product

Particular Number of respondents Percentage

Yes 56 93.33
No 4 6.7
total 60 100
(Source primary data)

CHART 4.12 DO YOU PREFER GREEN PRODUCT

preferences
preference Column1 Column2
60

50

40

30

20

10

0
yes no

Interpretation

It shows that 93.33% of respondents are preferring green product to customers and
6.66% of respondents are selected no preferring.

30
Table 4.10 DO YOU CONSIDER CUSTOMER SATISFACTION

Particular Number of respondents Percentage

Yes 53 88.33
No 4 6.66
Occasionally 3 5
total 60 100
(SOURCE: PRIMARY DATA)

CHART 4.13 DO YOU CONSIDER CUSTOMER SATISFACTION

Satisfaction

100%
90%
80%
70%
60% 53 4 3
50%
40%
30%
20%
10%
0%
yes no occationally

Series 1 Column1 Column2

Interpretation

It shows that 88.33% of respondents are consider customer satisfaction and 6.66% of
respondents are no and the rest of 5% of respondents are selected occasionally

31
TABLE 4.11 QUALITY OF PRODUCT

Particular Number of respondents Percentage

Yes 58 96.66
No 2 3.33
total 60 100
(SOURCE: PRIMARY DATA)

CHART 4.14 QUALITY OF PRODUCT

Quality

3%

97%

yes No

Interpretation

It shows that the majority 96.66% of respondents are choose yes and the rest of 3.33%
of respondents are no.

32
Table 4.12 BELIEVE THE CONCEPT OF GREEN MARKETING

Particular Number of respondents Percentage

Strongly agree 12 20
Agree 38 63.33
Neutral 8 13.33
Disagree 1 1.66
Strongly disagree 1 1.66
Total 60 100
(Source: primary data)

Chart 4.15 BELIEVE THE CONCEPT OF GREEN MARKETING

NUMBER OF RESPONDENT
70
63.33
60

50

40

30
20
20
13.33
10
1.66 1.66
0
strongly agree agree neutral disagree strongly agree

NUMBER OF RESPONDENT

Interpretation

It shows that 20% of respondents are strongly agree and 63.33% of respondents are
agree ,13.33% of respondents are chosen neutral ,1.66% of respondents are disagree and the
rest of 1.66% respondents are strongly disagreed.

33
TABLE 4.13 SATISFACTION OF GREEN PRODUCT

Particular Number of respondents Percentage

Strongly satisfied 15 25
satisfied 39 65
Neutral 5 8.33
Dissatisfied 1 1.66
Strongly dissatisfied 0 0
Total 60 100
(SOURCE: PRIMARY DATA)

CHART 4.16 SATISFACTION OF GREEN PRODUCTS

SATISFACTION
70 65

60

50

40

30 25

20
8.33
10
1.66 0
0
strongly satisfied satisfied neutral dissatisfied strongly dissatified

Series 1 Column1 Column2

INTERPRETATION
It shows that 25% of respondents are strongly satisfied and 65% of respondents are
satisfied ,1.66% of respondents are chosen neutral ,8.33% of respondents are dissatisfied and
the rest of 0 % respondents are strongly dissatisfied.

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TABLE 4.14 ENVIRONMENTAL DEGRADATION

Particular Number of respondents Percentage

Strongly agree 0 0
Agree 0 0
Neutral 7 11.66
Disagree 32 53.33
Strongly disagree 21 35
Total 60 100
(Source: primary data)

CHART 4.17 ENVIRONMENTAL DEGRADATION

ENVIRONMENTAL
60
53.33
50

40
35

30

20
11.66
10

0 0
0
strongly agree agree neutral disagree strongly disagree

Series 1 Column1 Column2

Interpretation

It shows that 0% of respondents are strongly agree and 0% of respondents are

agree ,11.66% of respondents are chosen neutral ,53.33% of respondents are disagree and the
rest of 35% respondents are strongly disagreed.

35
TABLE 4.15 GREEN PRODUCT USAGE

Particular Number of respondents Percentage

2 years 21 35
4 years 31 51.66
6 years 8 13.33
Total 60 100
(Source: primary data)

CHART 4.18 GREEN PRODUCT USAGE

USAGE

13.33

35

51.66

2 years 4 years 6 years

Interpretation

It shows that 35% of respondents are 2 years of using ,51.66% of respondents are 4
years using and the rest of 13.33% of respondents are 6 years

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TABLE 4.16 ASPECTS OF GREEN PRODUCTS
Particular Number of respondents Percentage
Quality 23 38.33
Quantity 30 50
Packaging 7 11.66
total 60 100
(Source: primary data)

CHART 4.19 ASPECTS OF GREEN MARKETING

aspects

50

quality quantity packaging

Interpretation

It shows that 38.33% of respondents are looking for quality,50% of respondents are
looking for quantity and 11.66% of respondents are packaging

37
TABLE 4.17 AWARENESS OF GREEN PRODUCT

Particular Number of respondents Percentage

Strongly agree 21 35
Agree 36 60
Neutral 3 5
Disagree 0 0
Strongly disagree 0 0
Total 60 100
(Source: primary data)

CHART 4.20 AWARENESS OF GREEN PRODUCT

Awareness
60

50

40

30

20

10

0
striongly agree agree neutral disagree strongly disagree

Series 1 Column1

INTERPRETATION

It shows that 35% of respondents are strongly agree and 60% of respondents are agree
,5% of respondents are chosen neutral ,0% of respondents are disagree and the rest of 0%
respondents are strongly disagreed.

38
TABLE 4.18 DO YOU BELIEVE THE REGULAR MARKET TECHNIQUES HARM
THE ENVIRONMENT

Particular Number of respondents Percentage

Strongly agree 14 23.33
Agree 23 38.33
Neutral 11 18.33
Disagree 12 20
Strongly disagree 0 0
Total 60 100
(Source: primary data)

CHART 4.21 REGULAR MARKET TECHNIQUE HARM YOUR BUSINESS

MARKET TECHNIQUE
45

40

35

30

25

20

15

10

0
strongly agree agree neutral disagree strongly disagree

Series 1 Column1

Interpretation

It shows that 23.33% of respondents are strongly agree and 38.33% of respondents are
agree ,18.33% of respondents are chosen neutral ,20% of respondents are disagree and the
rest of 0% respondents are strongly disagreed.

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TABLE 4.19 ADVANTAGES OF GREEN PRODUCT IN OUR ENVIRONMENT

Particular Number of respondents Percentage

Strongly agree 16 26.66
Agree 37 61.66
Neutral 6 10
Disagree 1 1.66
Strongly disagree 0 0
Total 60 100
(Source: primary data)

CHART 4.22 ADVANTAGES OF GREEN PRODUCT IN OUR ENVIRONMENT

ADVANTAGE
70

60

50

40

30

20

10

0
strongly agree agree neutral disagree strongly disagree

Series 1 Column1 Column2

INTERPRETATION

It shows that 26.66% of respondents are strongly agree and 61.66% of respondents are
agree ,10% of respondents are chosen neutral ,1.66% of respondents are disagree and the rest
of 0% respondents are strongly disagreed.

40
TABLE 4.20 PROMOTING OF GREEN PRODUCT

Particular Number of respondents Percentage

Yes 59 98.33
No 1 1.66
total 60 100
(Source: primary data)

CHART 4.23 PROMOTING OF GREEN PRODUCT

Promotion
1.66

98.33

yes No

INTERPRETATION

It shows that the majority 98.33% of respondents are ready to promote green
marketing and the rest of 1.66% of respondents are not ready to promote green marketing.

41
 CHAPTER 5
FINDINGS, SUGGESSIONS AND CONCULTION

42
5.1 FINDINGS

The study established that 96% of retailers were aware about green marketing. And only 4%
were not properly aware.

Through the study it is found that, people were having positive attitude (81) towards ecology
and were also behaving eco-friendly manner, but the behaviour was not depicting the same
intensity as it was depicted for attitude.

Study revealed that 89% of retailers were behaving eco-friendly manner in their purchase and
selling conservation behaviour.

88% of the retailers have knowledge about environment like solid waste disposal. pollution
from pesticides, global warming. Environmental certification and non-biodegradable
packaging.

The study found the relationship between age to be significant and negatively correlated with
environmental sensitivity or behaviour.

While purchasing, people hesitate to buy green because of expensive nature of green
products, but they try to conserve ecology for various other reasons like, to save money or to
take care of their own health.

58% facing lack of information in their lifestyle about the green market. And only minor
parts of retailers (42%) were agreeing that green products are not required in the lifestyle .

43
5.2 SUGGESTION

1.Although environmental study is there in our school curriculum. It is advisable to further

enrich the environmental education syllabus to follow of emphasizing outdoor visits which
would in turn assure interest of the students in the subject.

2.Many respondents have advocated the urgency of improved government transport system to
reduce use of personal vehicles for local travelling. Further promoting leisure mobility by
bicycles or by walk were highly recommended.

3.The researcher strongly recommended establishment of plastic bag collection centres at

various locations at convenient distance from residents which can collect all types of plastic
bags for recycling, as most of the edibles come in plastic packaging. This type of move can
be of great help in reducing the pollution caused by plastic.

4.To lure the rational retailers, eco-friendly alternatives should be linked with the rewards, for
ensuring positive purchase behaviour such as use of CFLs will result in lower electricity bills,
use of microwave oven can save on fuel etc...

5.The retailers must take a lead and make others understand the benefits of organic food and
must teach them the ways to identify what food products are organic

6.Minimize use of scare natural resources and recycle the recyclable waste material

44
BIBLIOGRAPHY

45
 BIBLIOGRAPHY

BOOKS

A. Vinod Marketing Management, University of Calicut

WEBSITES

1.www.google.com
2.www.wikipedia.com
3.www.researchgate. com
4.www.anjunanatural.com
5. www.sangeethabag.com

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APPENDIX

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