A

Dissertation Report
On

“A Study of Green Marketing”

By
Mr. Shahajahan Ismail Makubhai

Under the guidance of

Prof. Abhay Pathak
Submitted to

Jaipur National University, Jaipur

In partial fulfillment of the requirement for the award of the
degree of
MBA
Batch 2020– 2021
Through

Jaipur National University, Jaipur

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 DECLARATION OF STUDENT

This is to declare that I have carried out this dissertation work myself in partial
fulfillment of the MBA Program of Jaipur National University, Jaipur.

The work is original, has not been copied from anywhere else and not been submitted
to any other University/Institute for an award of any degree/diploma.

Date: - Signature

Place: - Jaipur Name: Shahajahan Ismail Makubhai

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 DECLARATION OF GUIDE

This is to certify that the work incorporated in this Dissertation Report “A Study
on Green Marketing” submitted by Shahajahan Ismail Makubhai is original work
and completed under my guidance. Material obtained from other sources has been
duly acknowledged in the Dissertation Report.

DATE SIGNATURE OF GUIDE

PLACE: NAME:

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 ACKNOWLEDGEMENT

I am really thankful towards all those people who helped me in this venture. It
would not have been possible without the kind support and help of many
individuals and organizations. I would like to extend my sincere thanks to all of
them.
Discussion and deliberations with the college faculty and library have enriched my
knowledge to from my project in a better way. I won't be able to continue in
compiling this text if they would not have supported me.
I am and will be always thankful to my family for their all-time support and for
putting up with all the disruptions in my life caused by my involvement in this
venture. My thanks and appreciations also go to my friends in developing the
project and people who have willingly helped me out with their abilities.
I would not have succeeded in this process but for their help and support. I thank
you all from the bottom of my heart. I am really grateful to all of them in helping
me throughout my dissertation project which was completed successfully.

Place: Pune Thank you,

Shahajahan Ismail Makubhai

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 Table of Contents

Chapter Name of the Chapter Page Number

No

1 Abstract 7
1.1 Introduction of the Study
8-9
1.2 Objectives of the Study 10

1.3Need of the Study 11

1.4 Limitations of the Study 12

2 2.1 Literature Review 13-18

3 Research Methodology 19-25

4 Data Analysis & Data Interpretation 26-42

5 Learning of the Student

(Findings) 43-44

6 Recommendations by the Student 45-46

7 7.1 Conclusion 47
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7.2 Scope of further study
48

References 49-50

Website 51

Annexure 52-56

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1. Abstract

In the modern era of globalization, it has become a challenge to keep the

customers as well as consumers in fold and even keep our natural environment
safe and that is the biggest need of the time. Environmental pollution is a buzz
word in today’s business environment. Consumers are also aware of the
environmental issues like; global warming and the impact of environmental
pollution. Green marketing is a phenomenon which has developed particular
important in the modern market and has emerged as an important concept in
India as in other parts of the developing and developed world, and is seen as
an important strategy of facilitating sustainable development. In this research
paper, main emphasis has been made of concept, need and importance of
green marketing. Data has to be collected from multiple sources of evidence
to understand the importance of green and sustainability management, in
addition to books, journals, websites, and news papers. The Paper aims at
finding out what actually Green Marketing is all about and how can a business
firm be more competitive by using green marketing strategies to gain a
competitive edge over others. It explores the main issues in adoption of green
marketing practices. The report describes the current Scenario of Indian
market and explores the challenges and opportunities businesses have with
green marketing. Why companies are adopting it and future of green
marketing and concludes that green marketing is something that will
continuously grow in both practice and demand.

This research work aims to illustrate how the ‘green challenge’ is exerting an
influence on current marketing practice and how its implications will require a
more profound shift in the marketing paradigm, if marketers are to continue
delivering customer satisfaction at a profit throughout this new millennium.

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1.1 Introduction to Green Marketing:
Green marketing is the marketing of environmentally friendly products and services.
It is becoming more popular as more people become concerned with environmental
issues and decide that they want to spend their money in a way that is kinder to the
planet.

Green marketing can involve a number of different things, such as creating an eco-
friendly product, using eco-friendly packaging, adopting sustainable business
practices, or focusing marketing efforts on messages that communicate a product’s
green benefits.

This type of marketing can be more expensive, but it can also be profitable due to the
increasing demand. For example, products made locally in North America tend to be
more expensive than those made overseas using cheap labor, but they have a much
smaller carbon footprint because they don’t have to fly across the globe to get here.
For some consumers and business owners, the environmental benefit outweighs the
price difference.

Environmental issues have gained importance in business as well as in public life

throughout the world. It is not like that a few leaders of different countries or few big
renowned business houses are concerned about the day to day deterioration of oxygen
level in our atmosphere but every common citizen of our country and the world is
concerned about this common threat of global warming.

So, in this scenario of global concern, corporate houses have taken green-marketing
as a part of their strategy to promote products by employing environmental claims
either about their attributes or about the systems, policies and processes of the firms
that manufacture or sell them.

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Clearly green marketing is part and parcel of overall corporate strategy; along with
manipulating the traditional marketing mix (product, price, promotion and place), it
requires an understanding of public policy process. So, we can say green marketing
covers a broad range of activities.

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1.2 OBJECTIVES OF THE STUDY:

This project was undertaken for four main objectives:

1) To know the concepts of green marketing.

2) To identify the need and importance of green marketing.

3) To study the golden rules of green marketing.

4) To study the various challenges and opportunities in green marketing in

Indian market perspective.

5) To study the awareness of consumers with respect to green marketing.

6) To find the willingness of the consumers to pay more for green products.

7) To find out awareness about eco- friendly or green products.

8) To analyse relationship between education and income with awareness of

green products.

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1.3 NEED OF THE STUDY:

1) There is more competition between various Indian companies to become a

eco-friendly manufacturer, so how they manage to remain in the
competition.

2) In India, there are various companies produces eco-friendly Green products,

so are they really producing really green products.

3) Indian people tendency is now attracting towards green products, so what

government taking initiatives and are they affecting to the Indian people that
researcher wants to know.

4) Issues like Global warming and depletion of ozone umbrella are the main
for the healthy survival.

5) Every person rich or poor would be interested in quality life with full of
health and vigor and so would the corporate class.

6) Financial gain and economic profit is the main aim of any corporate
business. But harm to environment cost by sustain business across the globe
is realized now though off late.

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1.4 LIMITATIONS OF THE STUDY:

1) Lack of information to the latest trends in Green marketing due to desk

research.

2) It was seen during the study, difficult to know the real situations of Indian

people tendency about purchasing green products because of higher cost or

any other.

3) This is not the field research so the exact information could not gather by

the researcher.

4) The study is focused only to respondents of Pune city.

5) The duration of project is very short period.

6) The study is focused only to the perception of consumers on green

marketing due to lack of time.

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 CHAPTER 2: LITERATURE REVIEW

2.1 REVIEW OF RELATED LITERATURE:

Beginning of the twenty-first century is witnessing the growing social and

environmental issues as a consequence of increased economic growth. Increasing
levels of greenhouse gasses in the atmosphere, a hole in the ozone layer caused by
CFC releases, widespread destruction of the rain forests, and a growing list of
endangered species and ecosystems are just a few of the indicators that all is not well.
World Bank (Word Bank Report, 2000) figures showed that nearly half the world’s
population lives on under $2 per day. For this half of the world, issues of consumer
choice and sovereignty or discretionary spending have little meaning, and promises
that the growth in the industrialized economies would lead to a better quality of life
for them have generally not been fulfilled.
For the new century, the key challenge for mankind is to find more sustainable and
equitable ways to produce consume and live. Sustainability was once a vision of the
future shared by an environmentally-orientated few. The publication of the
Brundtland Report ‘Our Common Future’ in 1987 brought the issue into the
mainstream. In the wake of the 1992 Rio Earth Summit, the world’s governments and
major corporations have increasingly adopted the pursuit of sustainability as a goal.
The real challenge lies in turning these good intentions into meaningful progress in
the face of powerful vested interests, a deeply entrenched and environmentally-hostile
management paradigm, and a global economy with tremendous momentum on a
trajectory which aims towards conventional economic growth.
Today’s scenario of continuous change in lifestyles and demands of consumers has
raised the concern of the organizations to tap the market with new strategies.
Environmental concern is a new mantra today to showcase their contribution for
environmental awareness and corporate accountability towards real improvement in
environmental degradation caused by various factors. Organizations success is no
more measured not only by financial performance, but also by their ecological and

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social accomplishments. In addition, the current economic climate has reinforced the
need to plan for long-term sustainability of organization as well as natural resources.
The “Triple Bottom Line” of people, planet and profit is incentivizing companies to
innovate in order to satisfy society and shareholders alike, and to explore and gauge
the potential of newer methods and markets.
For marketing, the challenge is twofold. In the short term, ecological and social issues
have become significant external influences on companies and the markets within
which they operate. Companies have to react to changing customer needs, new
regulations and a new social zeitgeist which reflects increasing concern about the
socio-environmental impacts of business. In the longer term, the pursuit of
sustainability will demand fundamental changes to the management paradigm which
underpins marketing and the other business functions (Shrivastava, 1994).
Balancing economic interests along with social and environmental responsibility is
referred to as “sustainability,” a growing approach to business that has led
stakeholders to put increased pressure on companies to optimize their goals and
corporate responsibility. Yet the messages are mixed and quite fuzzy. Shareholders
expect from companies to generate profits, but they also want from these companies
to make a positive contribution towards society through negating environmental
impact. Employees, regulators and, the customers all want a company to do well in
financial and growth term, but they also want it to “do good.” Innovative
organizations that are successful in this space have explored competitive advantages
inherent in embracing sustainability.
Consumer is ruling the market today and they are exercising their “vote” with
everything they purchase (Ottman, 2006; Polonsky,1994; Prakash, 2002). By a
conscious decision to exchange money for a good or service, a consumer is validating
the importance of that good or service. Today customers put a lot of emphasis on
choosing products that they believe in on an ethical level. On one level, this might
mean, say, avoiding clothing stitched by child laborers. For another consumer, the
tipping point might be the way the company treats the environment in their design,
testing, and production processes.

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Successful businesses have realized that at the end of the day a business is going to be
assessed by its profits as well as contribution to human potential and harmony with
other resources, both natural and artificial. However, selling environment-friendly
products is almost as difficult as cleaning it up. It entails much more than a new
package, using recycled material instead of virgin ones and natural and organic
ingredients instead of artificial ones. Marketers have historically faced an uphill battle
when it comes to marketing eco-friendly goods. Simply put, it is difficult to influence
consumer purchase behaviour without first impacting attitudes and values (Thogersen
and Olander, 2002). These values, however, take a concerted effort over a long period
of time to change.

Kilbourne, W.E. (1998) discussed the failure of green marketing to move beyond the
limitations of the prevailing paradigm. The author identified areas that must be
examined for their effect in the marketing/environment relationship, namely
economic, political and technological dimensions of the cultural frame of reference.

1) Theoretical Background of the study:

A. GREEN MARKETING:
Green marketing is the process of developing products and services and
promoting them to satisfy the customers who prefer products of good quality,
performance and convenience at affordable cost, which at the same time do
not have a detrimental impact on the environment. It includes a broad range of
activities like product modification, changing the production process,
modified advertising, change in packaging, etc., aimed at reducing the
detrimental impact of products and their consumption and disposal on the
environment.

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 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 non-environmentally responsible alternatives.

B. GREEN MARKETING: DEFINITION

Most of the definitions of ‘Green Marketing’ are focused on environmental
friendliness and offering product to customers by labeling Green. The
consumer perspective is highly neglected (Ottman, Stanford and Hartman,
2006). Ottman et all (2006) related the reasons in developed countries to
efficiency and cost effectiveness, health and safety, performance, symbolism,
convenience and bundling. Some studies from South Asia (Kaman Lee, 2008)
showed that social influence was the top predictor of Hong Kong adolescents’
green purchasing behaviour, followed by environmental concern as the
second, concern for self-image in environmental protection as the third, and
perceived environmental responsibility as the fourth top predictor.

C. PROPOSED DEFINITION FOR THE STUDY:

“Green Marketing is an art of creating awareness among consumers about
carefully planned and developed eco compliance products and services using
competitive pricing, promotion and distribution strategies that lead to
increased uptake of product and services increase in ROI and finally consumer
satisfaction”.

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 D. EVOLUTION OF GREEN MARKETING:

Green Marketing has been an important academic research topic since its
inception. The concept of green marketing has been around at least since the first
Earth Day in 1970 and later when the American Marketing Association organized
workshop on Ecological Marketing in 1975. But the idea did not catch on until the
1980s, when rising public interest in the environment led to a demand for more
green products and services.
The evolution of green marketing involves 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 on
clean technology that involved designing of innovative new products, which take
care of pollution and waste issues.
Third phase is "Sustainable" green marketing. It came into prominence in the late
1990s and early 2000.

2. SWOT Analysis:

As in formulation of green strategy, a firm may evolve it from a SWOT analysis

Environmental Audit

Strengths:

1. Marketers get access to new markets and gain an advantage over competitors
that are not focusing on “greenness.

2. Marketers can charge a premium on products that are seen as more eco-
responsible.

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 3. Organizations that adopt green marketing are perceived to be more socially
responsible.

4. Green marketing builds brand equity and wins brand loyalty among customers

Weakness:

1. Most customers choose to satisfy their personal needs before caring for
environment.

2. Overemphasizing greenness rather than customer needs can prove devastating

for a product.

Opportunities:

1. Marketing to segment which are becoming more environmentally aware and

concerned. These consumers are demanding products that conform to these
new attitudes.

2. Organizations perceive green marketing to be a competitive advantage,

relative to the competitors. Firms, therefore, strive to improve upon their
societal awareness. This complements the increase in consumers’ socially
conscious behavior and will therefore give them an advantage over
competitors who do not ad dress these issues.

Threats:

1. Uncertainty as to the environmental impact of present activities, including that

is perceived to be less environmentally harmful.

2. The possibility of a backlash from consumers or government based on

existing green marketing claims, threat one and two above may cause
backlash to arise

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 CHAPTER 3: RESEARCH METHODOLOGY

3.1 Research Design:

The research methodology is the ways systematically solve research problems.

The main objective of the research was to know the concept of Green Marketing
and to study its importance in India. For this, right at the beginning the research
plan was prepared. This includes all the detail of how to go about research work
of green marketing in India.

Source of data This study is based on secondary data. The research is exploratory
in nature, it focusses on Literature review, News Papers, Journals, websites and
the other reliable sources. I’m the sole researcher of this project tends to visit
college libraries, many book stores to collect and gather required information's.
I’ve also taken some references from various sites in the internet, also taken brief
interview with an educated person to grant his approach towards green
marketing. My professors in college also helped me with many information.

2.2Research problem statement:

There are a number of potential that must overcome. One of the main
problems is that firms using green marketing must ensure that their activities.
Are not misleading to consumers or industry, and do not breach any of the
regulations or laws dealing with environment marketing. Green marketing
claims must clearly state environmental benefits. A problem of the firm face is
that consumers perception are sometimes not correct. Many organizations

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 want to turn green, as an increasing number of consumers want to associate
themselves with environmental friendly product.

NEW CONCEPT: Indian literate and urban consumer is getting more aware
about the merits of Green products. But still consumer needs to be educated
and made aware of the environmental threats.

NEED FOR STANDARDIZATION: It is found that only 5% of the marketing

from “Green campaign are entirely true and there is lack of standardization of
authenticates these claims. A standard quality control board needs to be in
place for such labelling and licensing.

AVOIDING GREEN MYOPIA: The rule of green marketing is focusing on

customer benefits because it is not going to help if a product is developed
which is absolutely green in various aspects but does not give customer
satisfaction.

PATIENCE AND PERSEVERANCE: Green marketing requires a lot

patience and no immediate results. Since it is a new concept and idea. It will
have its own acceptance period.

3.3 Sampling Technique:

Purposive convenient sampling technique was exercised to select the sample

element. A total of 150 questionnaires were distributed, and 132 of them were
returned. The respondents included 74 males and 58 females. Eighty-seven
percent of them were under 30 years of age, 63 percent were student and rests
were at least graduated. Demographics of the sample clearly indicate that the
respondents. Were young and well educated.

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3.4 Variables:

1) Eco-labelling: Eco-labelling are one of the important variables of green

marketing. They are a part of packaging and they can be in the form of a piece
of paper or any diagram. Labels provide knowledge about the brand product
and many more information. Labels plays two important function and a value
function (Delafrooz N et al, 2014). Eco-labels are very useful for consumers
as they provide knowledge about how the product is made and so consumers
can take a decision to identify environment friendly products.

2) Environment Advertising: Marketers are moving towards advertising either

through media or newspaper to make consumers aware about their green
products or services. Growing movements for green worldwide and
consumers’ increasing concern for environment making the marketers opt for
environmental advertising.

3.5 Sampling method:

1. Probability sampling: A probability sampling method of sampling that

utilizes some from of random selection. In order to have a random selection
method, you must set up some process or procedure that the different units in
your population have equal probability of being chosen.

Method of probability sampling:

A. Simple random sampling: Simple random sampling is a probability

sampling procedure that gives every element in the target population. And
each possible sample of a given size, an equal chance of being selected. A
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 simple random sample is selected by assigning a number to each member in
the population list and then uses a random number table to draw out the
numbers of the sample.

B. Stratified sampling: It is that one in which the population is divided into

subgroups or strata and the random sample is then selected from each
subgroup. When a few characteristics are known about a population, stratified
random sampling is preferable because the population may be arranged in
subgroups and them a random sample may be selected from each of these of
subgroups.

C. Cluster sampling: Cluster sampling on the surface is very similar to

stratified in that survey population members are divided into unique, non over
lapping groups prior to sampling. These groups are referred to as clusters
instead of strata because they are naturally occurring groupings such as
schools, households or geographic units.

D. Systematics sampling: Systematic sampling (or interval random

sampling) is a probability sampling procedure in which a random selection is
made of the first element for the sample, and then subsequent elements are
selected using a fixed or systematic interval until the desired sample size is
reached.

2. Non-Probability sampling: Non-Probability sampling designs do not

follow the theory of probability in the choice of elements from the sampling
population. Non-probability sampling sampling designs are used when the
number of elements in a population is either unknown or cannot be
individually identified.

Method of Non-Probability sampling:

A. Purposive sampling: Purposive sampling is selecting a sample on the basis

of your own knowledge of the population, its elements and the nature of

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 your research aims. That is the population is non-randomly selected based
on a particular characteristic.

B. Quota sampling: The main consideration directing quota sampling is the

researchers ease of access to the sample population. In addition to
convenience, you are guided by some visible characteristic, such as gender
or race, of the study population that is of interest.

C. Convenience: It is known as accidental sampling is a method of non-

probability sampling that involves the sample being drawn from that part of
the population selected because it is readily available and convenient, as
researcher are drawing on relationship or networks to which they have easy
access.

D. Snowball: Snowball sampling is also called “Network” sampling. It is used

in those rare cause when the population of interest cannot be identified other
than by someone who knows that a certain person has the necessary
experience or characteristics to be included.

3.6 Research type:

Our research design is the way how we collect, process and analyze data we
link to the research type. In this connection we will select a descriptive and
explanatory research types. A descriptive research “uses a set of scientific
methods and procedures to collect raw data and create data structure that
describes the existing characteristics of a defined target population” we will
have questionnaires on the factors of marketing mix, experience, WOM and
consumers’ attitudes towards eco-friendly product which enhance their
purchase (action). Models and hypothesis will be tested to link to the factors
made mention for our analysis. Explanatory research, stresses on the research
to explain the variables (factors) here which influence green attitudes and
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 purchase or not of green products, in order to develop relationship between
the variable and the problem (Saunders et al, 2010, P140). For instance, the
marketing mix elements would be elucidated to link to attitude and purchase
behavior of eco-friendly product. The explanatory research explain and
answers some questions on “why” and this has been included in the questions
and been highlighted on the research study.

A. Definition of Research Problem:

A research problem is a statement about an area of concern, a condition to be

improved, a difficulty to be eliminated, or a troubling question that exists in
scholarly literature, in theory, or in practice that points to the need for
meaningful understanding and deliberate investigation. In some social science,
disciplines the research problem is typically posed in the form of a question. A
research problem does not state how to do something, offer a vague or broad
proposition, or present a value question.

B. The research questions are as follows:

1. What is the concept of green marketing?

2. What are the green marketing challenges in India?

3. What are the green marketing opportunities in India?

4. What are the Golden rules of Green marketing?

5. What are the needs and importance of Green marketing?

6. Green Certification – What is it? Is it worth to have it?

7. Green Advertising – What is it? Is this needful?

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C. Source of data collection

b) Primary data:

The research is exploratory in nature. It focuses on review of various

researcher’s literature, books, journals, websites and other reliable sources. The
desk research was conducted over a period of 60 days. Data was analyzed and
suggestions and recommendations were given.

a) Secondary data:

Secondary data was collected by archives and manuscript material, journals,

reports, internet, articles.

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 CHAPTER 4: DATA ANALYSIS AND INTERPRETATION

4.1 Data analysis:

Q.1) What is the concept of green marketing?

Basic Concept:

Green marketing refers to the process of selling products and/or services

based on their environmental benefits.

Concept Analysis:

The marketing of those products which are less or no harmful to environment

of the earth.

Opinion of the Researcher:

a) Being manufactured in a sustainable fashion

b) Not containing toxic materials or ozone-depleting substances

c) Able to be recycled and/or is produced from recycled materials

d) Being made from renewable materials (such as bamboo, etc.)

Q.2) What are the green marketing challenges in India?

Basic Concept:
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 Although a large number of firms are practicing green marketing, it is not an
easy job as there are a number of problems which need to be addressed while
Implementing Green marketing.

Concept Analysis:

Problems which are like New concept, Cost factor, Convincing customers,
Sustainability, Non-cooperation, Avoiding green myopia.

Opinion of the Researcher:

Firms using green marketing must ensure that their activities are not
misleading to the consumers or the industry, and do not breach any of the
regulations or laws dealing with environmental marketing. The green
marketing claims of a firm must do the following in order to overcome the
challenges:

Q.3) What are the green marketing opportunities in India?

Basic Concept:

The adoption of green marketing by the firms in India. Green marketing has
been widely adopted by the firms worldwide and so in India.

Concept Analysis:

As demand changes, many firms see these changes as an opportunity to

exploit and have a competitive advantage over firms marketing
nonenvironmentally responsible alternatives.

Opinion of the Researcher:

Many of the firms adopted eco-friendly marketing i.e. Green marketing,

some of which the researcher has seen are as follows:
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 a) McDonald’s replaced its calm shell packaging with waxed paper
because of increased consumer concern relating to polystyrene
production and Ozone-depletion.

Q.4) What are the Golden rules of Green marketing?

Basic Concept:

To protect companies from common pitfalls and start taking advantage

of new opportunities by heeding "Rules of Green Marketing".

Concept Analysis:

The Golden rules of Green marketing are as follows:

1. Know your customer.

2. Empower consumers.

3. Be transparent.

4. Reassure the buyer.

5. Consider your pricing.

Opinion of the Researcher:

a) While selling a greener product to consumers, you first need to make

sure that the consumer is aware of and concerned about the issues that
your product attempts to address.

b) Make sure that consumers feel, by themselves or in concert with all the
other users of your product, that they can make a difference.

Q.5) What are the needs and importance of Green marketing?

Basic Concept:
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 The need and importance of green marketing in India for the healthy
environment in India and on earth.

Concept Analysis:

Issues like global warming and depletion of ozone umbrella are the
main for the healthy survival. The significance of green marketing in
India can be described into four sectors like, for environment,
consumers, producers, general public, and economies.

Q.6) Green Certification – What is it? Is it worth to have it?

Basic Concept:

Green Product Certification is to assess the holistic framework and highlight

the way forward to achieve excellence in environmental performance.

Concept Analysis:

The certification system guides the manufacturers to position their products as

green and eco-friendly.

Opinion of the Researcher:

a) The Green Product CERT system adopts Cradle to Cradle approach for
evaluation, at par with international Standards.

b) The Green Products Certification adopts a holistic approach based on the

life cycle of the product.

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Q.7) Green Advertising – What is it? Is this needful?

Basic Concept:

Green advertising is the type of advertising where the focus is to promote

your product around the premises of environment or environmental
situations. As more and more environmental concerns are arising,
companies see an opportunity to tap this concern in their favor.

Concept Analysis:

It is more related to the psychological aspect of a customer that if a product

addresses the environmental concerns then it is better.

Opinion of the Researcher:

a) We can see the companies which cause pollution advertising their

product using green advertising to create a positive image in front of
customers and present themselves in a good light.

b) It is more like a marketing trick rather than something which actually

doing something for the betterment of the environment.

Analysis and Interpretation

The analysis of the data has been done with the use of SPSS software.

Cross tabulation of the variable of green marketing was done with the variables-
educational qualifications, occupation and income. Similarly cross tabulation was

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also done for willingness to buy expensive eco-friendly products, and preference for
eco-friendly. The results and interpretation is as follows:

1.Table No. 1 Educational Qualification and Awareness About Green

Marketing

AWARENESS ABOUT GREEN MARKETING

EDUCATIONAL NO NO YES TOTAL

QUALIFICATION
RESPONSE

No. % No. % No. %

NO RESPONSE 0 0 1 50 1 50 2

UP TO 12TH 0 0 2 66.7 1 33.3 3

GRADUATE 0 0 19 36.5 33 63.5 52

POST GRADUATE 0 0 5 35.7 9 64.3 14

UG PROFESSIONAL 0 1 6 38.9 11 61.1 18

PG PROFESSIONAL 0 0 6 54.5 0 0 11
TOTAL 1 60 1 100

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Graph No. 1 Relationship between Educational Categories and Awareness about
Green Marketing

It is clear from the above table that more consumers are aware about green marketing.
This trend is visible across all categories of educational level. From the different
categories of educational strata graduates and post graduates show an awareness level
of 63 .5% and 64.3% respectively. While among the professionals the awareness for
graduates and post graduates is 61.1% and 45.5% respectively. Over all 60% of the
respondents were aware of the concept of green marketing. Only those consumers
who have very low level of education are unaware about the concept of green
marketing.

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 2. Table No. 2 Occupation and Awareness about Green Marketing

AWARENESS ABOUT GREEN MARKETING Total

OCCUPATION No Response NO Yes

No. % No. % No. %
SELF 0 0 2 20 4 80 6
EMPLOYED
SEVICE 1 1.5 26 38.80 40 59.70 67
PROFESSIONAL 0 0 5 55.55 4 44.44 9
STUDENT 0 0 4 25 12 75 16
HOUSE WIVES 0 0 2 100 0 0 2
TOTAL 1 39 60 100

Graph No. 2 Relation between Occupation and Awareness about Green

Marketing

It is evident from the above table that respondents belonging to service category show
highest awareness i.e., 59.70% regarding awareness about green marketing. Similarly
among students the awareness levels are exceptionally high – 75%.

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3. Table No. 3 Income and Awareness about Green Marketing

AWARENESS ABOUT GREEN MARKETING Total

NO
INCOME YES
RESPONSE
No % No % No %
NO
0 0 4 36.36 7 63.52 11
RESPONSE
1 TO 10000 1 2.77 14 38.33 21 58.33 36
10001 TO
0 0 13 43.33 17 56.66 30
30000
30001 TO
0 0 2 16.67 10 83.33 12
50000
ABOVE 50001 0 0 6 54.55 5 45.45 11
TOTAL
1 39 60 100

Graph No. 3 Relation between Income and Awareness about Green Marketing

INCOME LEVELS

Again it is evident that in various income categories the trend shows overall
awareness of green products across the class barriers. Highest levels of awareness are

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83.33% in the category 30,000 – 50,000. The category of 0 – 10,000 shows an
awareness of 63.52%.

Table No. 4 Educational Qualification and willingness to buy Expensive Eco-friendly

Products

BUY EXPENSIVE ECO FRIENDLY PRODUCTS

EDUCATIONAL NO RESPONSE NO YES TOTAL

QUALIFICATION NO. % NO. % NO. %

NO RESPONSE 0 0 0 100. 2 0 2

UP TO 12TH 2 0 2 33.33 1 66.67 3

GRADUATE 0 0 25 50.00 25 50.00 52

POST GRADUATE 0 0 3 21.42 11 78.58 14

UG PROFESSIONAL 0 0 8 44.45 10 55.55 18

PG PROFESSIONAL 0 0 7 63.64 4 36.36 11

TOTAL 2 53 45 100

Graph No. 4 Educational Qualification and willingness to buy Expensive Eco-

friendly Products

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Of the total respondents 53 % are willing to buy expensive eco friendly products.
However in the category of PG Professionals only 36 % are willing to buy such
products. So the assumption that consumers who are highly educated and have money
to spend might is not necessarily aware of or willing to buy expensive eco friendly
products.

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Table No. 5 Occupation and willingness to buy Expensive Eco-friendly Products

OCCUPATION BUY EXPENSIVE ECO FRIENDLY PRODUCTS

NO NO YES TOTAL
RESPONSE
NO. % NO. % NO. %

SELF 0 0 2 33.33 4 66.67 6

EMPLOYED
SERVICE 0 0 27 40.30 40 59.70 67

PROFESSIONAL 0 0 5 55.55 4 45.45 9

STUDENT 2 12.5 9 56.25 5 31.25 16

HOUSE WIVES 0 0 2 100 0 0 2

TOTAL 2 53 45 100

Graph No. 5 Relation between Occupation and willingness to buy Expensive

Eco-friendly Products

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People across all occupation categories are willing to buy expensive eco-friendly
products. However the percentage of willingness to buy these products varies from
31.25% for the students, 45.45% for professionals, 59.70% for service and 66.67%
for the self employed. Overall willingness to buy epensive eco-friendly products is
only 45%.

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Table No. 6 Income and Willingness to Buy Expensive Eco-friendly Products

BUY EXPENSIVE ECO FRIENDLY Total

PRODUCTS
NO RESPONSE YES NO
No % No % No %
INCOME NO RESPONSE 2 18.18 2 63.64 7 18.18 11
1 TO 10000 0 0 21 41.67 15 58.33 36
10001 TO 30000 0 0 18 40.00 12 60.00 30
30001 TO 50000 0 0 6 50.00 6 50.00 12
ABOVE 50001 0 0 6 45.45 5 54.55 11
Total 2 53 45 100

Graph No. 6 Relation between Income and Willingness to Buy Expensive Eco-
friendly Products.

INCOME LEVELS

The above graph shows the trend with respect to overall willingness to buy expensive
eco-friendly products. On an average 53% of the respondents expressed their

39 | P a g e
willingness to buy expensive eco-friendly products. 50% of people having an income
between 30,000 – 50,000 show willingness to buy expensive eco-friendly products
while 41.7% and 40% of people having an income between 1 – 10,000 and 10,000 –
30,000 respectively show willingness to buy expensive eco-friendly products.

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Table No. 7 Awareness of Eco-Friendly Products and Preference For Eco-
Friendly Products.

AWARENESS OF PREFRENCE FOR ECO-FRIENDLY TOTAL

ECO-FRIENDLY PRODUCTS
PRODUCTS
NO NO YES
RESPONSE
No % No % No %
NO RESPONSE 0 0 0 0 2 100 2
YES 2 2.70 5 6.76 67 90.54 74
NO 0 0 6 25 18 75 24
TOTAL 2 11 87 87

Graph No. 7 Relation Between Awareness Of Eco-Friendly Products and

Preference For Eco-Friendly Products.

AWARENESS OF ECO-
FRIENDLY PRODUCTS

PREFERENCE FOR ECO-FRIENDLY

PRODUCTS

Here again we find that out of the 74 respondents who are aware of eco-friendly
products 67 i.e., 90 % show preference for eco friendly products. And out of the 24
respondents who are not aware of these products 18 of them are still willing to buy

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eco-friendly products. On an average 87 % of the respondents shows willingness to
buy eco friendly products.

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 CHAPTER 5: LEARNING OF STUDENTS

5.1 FINDINGS:

1) From Q.1) Researcher Found that, the Green marketing means the
production of Non toxic or least harm materials which can be recycled or
reused and made up of renewable materials.

2) From Q.2) Researcher Found that, firms which are using Green
marketing must apply the rules and regulations for the environmental safety
and they should overcome challenges like, use of meaningful terms and
pictures, ensure negative factors are taken into consideration, mention the
explanation that how benefits are achieved, should clearly state the
environmental benefits.

3) From Q.3) Researcher Found that, firms should adopt the things which
are eco-friendly and can be recycled and the grab the opportunities,
whether it can be about packaging, production of materials or any other.

4) From Q.4) Researcher Found that, the Golden rules of Green marketing
are for firms or companies which can protect them by common hidden or
unsuspected danger or difficulties. The Golden rules are,

a) Know your customer: While selling a greener product to consumers, you

first need to make sure that the consumer is aware of and concerned
about the issues that your product attempts to address.

b) Empower consumers: Make sure that consumers feel, by themselves or

in concert with all the other users of your product, that they can make a
difference.

43 | P a g e
 c) Be transparent: Consumers must believe in the legitimacy of your
product and the specific claims you are making.

d) Reassure the buyer: Consumers need to believe that your product

performs the job it's supposed to do. They won't forego product quality
in the name of the environment.

5) From Q.5) Researcher Found that, Financial gain and economic profit
are the main aim of any corporate business. However, harm to environment
cost by sustain business across the globe is realized now though off late.
This sense is building corporate citizenship in business class. Issues like
global warming and depletion of ozone umbrella are should be reduced. So
green marketing by the business class is the selfish anthological perspective
of long-term sustainable business and to please the consumer and obtain the
license by the Government. Many companies are adopting it by adding eco-
friendly features in their product.

6) From Q.6) Researcher Found that, the Green Product CERT system
adopts Cradle to Cradle approach for evaluation, at par with international
Standards. The Green Products Certification adopts a holistic approach
based on the life cycle of the product. The certification system encourages
the product manufacturers to implement Green measures in all phases of
the product e.g. Product Design, Raw Materials, Manufacturing Process,
Product Performance during use, Recycling or disposal.

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 CHAPTER 6: RECOMMENDATIONS BY THE STUDENT

6.1 RECOMMENDATIONS:

A very exhaustive study has been made, keeping in the essence of the objectives
of the project. With the efforts put on the project a detailed analysis was
conducted and result were derived, based on the results and market response
few suggestions are discussed below.

First and foremost, a good green marketing program is one that either: adds
renewables that would not already be added or supports renewable projects that
might not otherwise continue to operate. If these things are already happening
and being paid for by all, then the program doesn't meet the bottom-line test:
green marketing programs must make a difference.
1) A sign of a good green marketing program is one that has strong links to local
environmental groups and that achieves broad support among regional and
national groups with an interest in promoting renewable power.
2) A green marketer that is seriously interested in greening the electric system
will have a program that is linked to a larger vision and a strategic plan for
making renewables an increasingly larger part of the generation mix.
3) For green marketing programs to be successful in the long run, they should
both improve the environment and be fair to consumers. Prices should not be
excessively higher than the actual cost of the resources in the portfolio. This is
particularly true for green pricing programs, which are scrutinized by
regulators, and in imperfectly competitive markets, because in these cases,
there is no real competition in the green market. In markets that are vibrantly
competitive and in which consumers have good information, this is less of a
problem since lower-cost providers can compete to displace those providers
charging excessive prices.

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Green marketing is offering a number of significant benefits to
Indian Market:

1. Marketers get access to new markets and gain an advantage over competitors
that are not advocating “greenness.”

2. Marketers can charge a premium on products that are seen as more eco-
responsible.

3. Organizations that adopt green marketing are perceived to be more socially

responsible.

4. Green marketing builds brand equity and wins brand loyalty among
customers.

5. However, green marketing poses huge dangers for marketers if they get it
wrong:

6. Most customers choose to satisfy their personal needs before caring for the
environment.

7. Overemphasizing greenness rather than customer needs can prove devastating

for a product.

8. Many customers keep away from products labelled “green” because they see
such labelling as a marketing gimmick, and they may lose trust in an
organization that suddenly claims to be green.

9. Green marketers need to find out the value their customers place on green
benefits. It is important that they position the product on the basis of the
functional need it caters to and then talk about the additional benefits of
greenness.

10. Marketers need to find out whether, by adopting green marketing, their
organizations will be perceived as more socially responsible. They need to
know whether their customers understand the benefits of green products and
value them enough. If they do not, then the marketers may also need to invest
in customer education in order to make their marketing efforts successful.
46 | P a g e
7.1 CONCLUSION:

Green marketing is a relatively quiet recent phenomenon and it is growing awareness

amongst consumers and businesses about minimizing the adverse impact on the
environment. Green marketing is catching on in a big way. Marketers as well as
consumers are slowly but strongly recognizing it. Awareness is being created about
the use of such materials, which are helpful in conserving the environment and are
eco-friendly. Green marketing is gaining prominence across the world and in India
too. The aim of this study is to give information about the trends and future scope of
green marketing by taking various case studies.

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7.2 SCOPE OF FURTHER STUDY:

The future scopes in regard to green marketing are as follows:

1. It is predicted that the future markets would be directly linked to the development,
transfer and implementation of eco-friendly technologies, referred to as Environment
Technologies, (ET). All kinds of ET are available now.

2. Apart from producing environment-friendly products and selecting environment-

friendly markets, essentially understanding of ‘Environmentally Friendly’ is required
to be integrated into the corporate culture.

3. In order to develop goods that can appeal to the consumer, reasonably affordable
prices and environment-friendly products causing minimal damage are required. In
order to reflect an image of high quality, environment sensitivity and hence
production of products compatible with environment are required.

4. Company should be aware of their responsibilities towards the environment and the
society in the same way as towards clients, shareholders and employees. Climate
change, environmental issues and social problems will challenge the leaders of future
generation for taking efficient and comprehensive decisions. In the process of taking
these decisions, the priority of business people should be based on the principal of
protecting the environment rather than profitability of the business.

5. Intensive research can be done on Indian Automobile Industry with respect to

green marketing issues. Research should be done on Indian Power sector with respect
to green power. Research can be done on Indian Housing Sector with reference to
green houses or green buildings. Research should be done on Indian Industry with
respect to green tourism.

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References
Aggrawal A, Choudhary R. & Gopal R., 2010, Addressing Green Myopia by
Bundling Technology with Awareness in Emerging Economies: Some Learning
from failure stories in India. Managing Business Organisations, Knowledge and
the External Environment. Macmillan Publication. New Delhi

Chris Ely, (2010) What Green Means to Consumers & the Industry. Dealerscope.
Philadelphia: Mar 2010. Vol. 52, Iss. 3; p. 26

Peter Aldhous (2010) Exposed: green shoppers' dirty little secrets New Scientist.
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Torsten J Gerpott, Ilaha Mahmudova (2010) Determinants of green electricity

adoption among residential customers in Germany. International Journal of
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Griskevicius, Tybur, & Bergh. (2010) Going Green to Be Seen: Status,

Reputation, and Conspicuous Conservation Journal of Personality and Social
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William Young, Kumju Hwang, Seonaidh McDonald, Caroline J Oates (2010)

Sustainable Development. Chichester: . Vol. 18, Iss. 1; pg. 20

Hume, Scott (1991), "Consumer Double-talk Makes Companies Wary,"

Advertising Age, 28 October, GR4.

Miller, Cyndee (1993), "Conflicting Studies Still Have Execs Wondering What
Data to Believe," 7 June, 1993 1 + 12.

Mohamed M. Mostafa.(2007), Gender differences in Egyptian consumers' green

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Carmen Tanner, Sybille Wolfing Kast. (2003, Promoting sustainable

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Nagdeve, D. June 2002. Environment and Health in India. International Institute

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Bangkok, Thailand.

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Ottman J A, Edwin R. Stafford, and Cathy L. Hartman, (2006), Green Marketing
Myopia, Environment. Heldref Publications, Volume 48, Number 5, pages 22—36

Kaman Lee. (2008) Opportunities for green marketing: young consumers.

Marketing Intelligence & Planning 26:6, 573-586. Online publication date: 1-Feb-
2008

Polonsky, M.J. (1994), “An introduction to green marketing”, Electronic Green

Journal

Prakash, A. (2002), “Green marketing, public policy and managerial strategies”,

Business Strategy and the Environment, Vol. 11, pp. 285-297.

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Antil John H (1984), "Socially Responsible Consumer: Profile and Implications for
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Arbuthnot Jack (1977), "The Roles of Attitudinal and Personality Variable in the
Prediction of Environmental Behavior and Knowledge", Environment and
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Brooker George (1976), "The Self- Analyzing Socially Conscious Consumer",

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CUTS (Consumer Unity and Trust Society) (1997), "Concept Testing of Green
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Fuller D (1999), "Sustainable Marketing: Managerial Ecological Issues",

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Websites

1. www.Sbinfocanada.about.com/cs/environmentbiz/a/sustaindevelop.htm

2. www.coolavenues.com/mba-journal/marketing/green-marketing-opportunities-
challenges?page=0.1

3. www.Indianmba.com/Faculty_Column/FC623.html

4. www.usatoday.com/money/advertising

5. http://e-articles.info/e/a/title/Green-Marketing/

6. www.businesspundit.com-

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 Annexure

1. Kindly provide your response for the following statements ?

Strongly Somewhat Neutral Somewhat Strongly

Disagree Disagree Agree Agree

It is important to me that
the products I use do not
harm the environment.

I consider the potential

environment impact of my
actions when making many
of my decisions.

My purchase habits are

affected by my concern for
our environment.

I am concerned about
wasting the resources of
our plant.

I would describes myself as

environmentally
responsible.

2. Environment degradation has risen in last decade?

Strongly Somewhat Disagree Neutral Somewhat Agree Strongly Agree

Disagree

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3. In the next five years, state of the environment will be degraded more?

Strongly Somewhat Disagree Neutral Somewhat Agree Strongly Agree

Disagree

4. According to you, what are the serious environment concerns in India?

a.

b.

c.

d.

e.

f.

g.

h.

5. Rate the seriousness of the following environment concerns on the scale of 1 to 5

where 1 represents “Not at all Serious” and 5 represents “Extremely Serious”?

Sr. No. 1 2 3 4 5

1 Destruction of Ozone

2 Industrial Water Pollution

3 Industrial Air pollution

4 Pesticides on Food

5 Hazardous Waste

6 Drinking Water Contamination

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7 Warming up of Earth

8 Ocean Contamination

9 Endangered Species

10 Destruction of Rain Forest

6. Have you ever heard of “Environment Friendly of Green Marketing” Product?

a. Yes

b. No

7. Can you name advertisement of green products you have seen in recent past?

a.

b.

c.

d.

8. Out of above mentioned advertisement, which advertisement you like the most?

9. Organization manufacturing green products are really concerned about the

environment

Strongly Somewhat Disagree Neutral Somewhat Agree Strongly Agree

Disagree

54 | P a g e
10. From where you get the information about Green marketing Practices?

Television

Newspaper

Magazines

Radio

School/Universities/Institutions

Outdoor Media

Others (Please Specify)

11. Please rate the following components of advertisements on a scale of 1 to 5 (where 1

represents least important and 5 represent most important)?

Sr. No. Factor 1 2 3 4 5

1 Theme of the advertisement

2 Punch-line of the advertisement

3 Jingle of the advertisement

4 Celebrity Endorsement

5 Any Other (Please Specify)

12. If a Green Product is available in a product category often purchased, I would…..

Definitely Not Buy Probably Not Buy Not Sure Probably Buy Definitely Buy
55 | P a g e
13. Following factors affect the purchase of green products?

Factors Strongly Somewhat Neutral Somewhat Strongly

Disagree Disagree Agree Agree

Product Price

Awareness about Green

Products

Availability of Green
Products

Past Experience

Information provided on
product

Any Other (Please Specify)

14. Are you aware of some initiatives taken for promoting green practices by the following?

Sr. Agency Specify

No.

1 Ministry of Environment

2 State Government

3 NGO’s

4 Small Business of India

5 Large Business of India

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