GREEN MARKETING

INTIATIVES
&
ITS IMPACT ON SOCIETY

By:
Axat Bairwan
2K15MKT002
 GREEN MARKETING

The term green marketing simply denotes all the activities intended to generate as well
as facilitate any exchange in order to satisfy human needs such that satisfying these needs
happen with the most minimal input on the environment.

Environmentalism is fast emerging as the crucial worldwide phenomena.

Companies all across the globe have started differentiating their products and services
by using go-green concern

The concept of corporate environmentalism-green manufacturing facilities, processes,

products and green strategies is fast gaining widespread acceptability.
 SOCIAL ISSUE
In the past decade in every environmental sector, conditions have either failed to
improve, or they are worsening

Forests:
Nearly half of the worlds original forest cover has been lost, and each year another
16 million hectares are cut, bulldozed, or burned. Forests provide over US$400 billion
to the world economy annually and are vital to maintaining healthy ecosystems.

Coastlines and oceans:

Half of all coastal ecosystems are pressured by high population densities and urban
development. A tide of pollution is rising in the worlds seas. Ocean fisheries are
being overexploited, and fish catches are down.
 Global climate change:
The earths surface is warming due to greenhouse gas emissions, largely from burning fossil fuels. If the
global temperature rises as projected, sea levels would rise by several meters, causing widespread
flooding

Biodiversity:
The earths biological diversity is crucial to the continued vitality of agriculture and medicine and
perhaps even to life on earth itself. Yet human activities are pushing many thousands of plant and animal
species into extinction. Two of every three species is estimated to be in decline

More than 100 million trees are destroyed each year for junk mail. Plus 28 billion gallons of water and
enough energy to power more than 9 million cars! When we stop junk mail and catalogs, we keep trees in
the forests doing what they do best providing oxygen for us to breathe and absorbing C02 to keep our
planet cool and healthy
 MARKET SURVEY ON ONLINE MARKETING

44% of direct mail is never opened. How much paper do you throw away when you get it in your
mailbox?

86% of people skip through television commercials. There are so many tools now that allow users to
skip past commercials.

84% of 25 to 34 year old, have clicked out of a website because of an irrelevant or intrusive ad. A
term called bounce out. It is very relevant and happens a lot.

The cost per lead in outbound marketing is more than for inbound marketing.
 OBJECTIVE
To study the importance of Green Marketing in current business scenario.

To know the benefits and opportunities of green marketing strategy

To study the challenges involve in green marketing.

To find out customer preferences for Green Marketing-India in focus.

To understand and analyze the consumers based on their environment friendly

attitudes and behaviors.
ROLE OF GREEN MARKETING IN BUSINESS ORGANIZATIONS

Green marketing has become much broader based with firms making use of other forms of green
marketing such as developing and marketing eco-friendly products, using green labels, employing
green packaging and making green claims in advertisements.

HSBC
HSBC (Hong Kong and Shanghai Bank Corporation) has decided to transform them into completely
carbon neutral
To manage and reduce direct emissions.
To reduce the carbon intensity of electricity by buying green electricity wherever feasible.
To offset the remaining emissions to achieve carbon neutrality.

The bank is also planning to make the commercial loans, transactions, etc in an eco-friendly manner
ROLE OF GREEN MARKETING IN BUSINESS ORGANIZATIONS
ROYAL DUTCH SHELL
Royal Dutch Shell operated LNG Plant in Hazira which is one of the companys largest ventures in
India is completely a green business.
The LNG plant has incorporated double-vault tanks, flexible pipe points and sensors in between
spaces, so that there is no leakage.
The company also is setting targets to reduce carbon emissions

WIPRO
Wipro Ltd. one of the biggest software company in india has introduced a line of PCs which are
compliant with the EU's Restriction of Hazardous Substances directive
ROLE OF GREEN MARKETING IN BUSINESS ORGANIZATIONS

JK TYRES
JK Tyres developed eco-friendly tyres and launched them on the world environment day on June 5,
2002
The high performance tyres claims to be having low carbon black, reduced rolling resistance and
other green feature.

PHILIPS:
Electronics industry giant Philips Electronics is one of Europe's leading proponents of green
marketing and green design
A pioneer in environmental design, Philips has run a corporate-wide EcoVision program since 1998,
the program requires that each Business Group design or redesign one "Green Flagship" product
per year
 CUSTOMER PREFERENCES FOR GREEN
MARKETING-INDIA IN FOCUS

Stricter environmental regulations across the world, growing consumer preference for eco-friendly
companies, and the inherent cost advantages in lowering toxic waste, are encouraging industries big
and small to clean up.

"Green" consumers have thus arisen with preferences for products made from recycled materials or
products whose use entails reduced environmental impact.

Often such products command premium prices, and therefore the task of marketers has become all
the more crucial
 CHALLENGES INVOLVE IN GREEN MARKETING

Lack of credibility or trust by consumers and end-users

Confusion regarding green or sustainable product claims

Reputational risk from "misleading claims

Liability risk from "greenwashing" under FTC Green Guides

 BENEFITS AND OPPORTUNITIES OF GREEN MARKETING
STRATEGY
Can promote for the better to customer

More attractive products with green

To educate customers

Can become influencer marketer

Employee will feel proud and responsible

Open the opportunity for customers to participate

Create a new kind of infotainment

SURVEY ON GREEN PROMOTING AND AWARENESS

Is it essential to promote green living in india

90
80
70
60
50 Is it essential to promote
40 green living in india
30
20
10
0
Yes No
 SURVEY ON GREEN VS NON-GREEN AND
INGREDIENTS

I prefer green products over non-green when their When I want to buy a product, I look at the ingredients
product quality are similar label to see if it contains things that are environmentally
damaging
12
12
47
Yes Always
No Sometimes
41
Never
88
 COMPANIES PERSPECTIVE AND MAKING DIFFERENCE

I think that my green consumer behavior will make a

difference in saving the environment
companies that
communicate about the 39 23 27 11 10
environment make me to Strongly disagree
buy products from them.
Disagree 29
Yes
Agree
companies are not much 61 No
13 16 28 42 Strongly agree
concerned about Can't say
environmental issue

0% 20% 40% 60% 80% 100%

 HOW GREEN YOU ARE
Greenless: 28% of total surveyed; lowest attitudes and behavior; unmoved by environmental issues and alarms

Greenbits: 24%; behaviors higher than lower attitudes; dont care, but doing a few things

Greensteps: 12%; moderate attitudes and moderate behaviors; aware, concerned, taking steps

Greenspeaks: 12%; behaviors lower than high attitudes; talk the talk more than walk the walk

Greenthusiasts: 24%; highest attitudes and highest behaviors; environment is a passionate concern

Greenthusiasts are more than just influencers. As a group they represent about 24% of our respondents. They are
passionate about being green, eager to talk about it, looking for others like them and happy to educate those that
arent. With the right message and earned trust, brands can see measurable benefit by leveraging the power of these
persuasive respondents
 CONCLUSION
Result of a survey conducted showed that, respondents are not overly committed to improving their
environment and may be looking to lay too much responsibility on industry and government.

Though its the responsibility of the firm to produce products, which are having minimum impact on the
environment, but ultimately its the consumer who is having responsibility to use eco friendly products.

Consumers are not too much concerned about the environment but as they have become more
sophisticated, they require clear information about how choosing one product over another will benefit the
environment .

Consumer education results in their empowerment. Empowered respondents choose environmentally

preferable products when all else is equal.

Ultimately green marketing requires that consumers Think Green, Think clean, Think Eco-friendly
THANK YOU