Green marketing:

Consumer attitude
towards Eco-friendly
products and Purchase
intention
z in fast moving
consumer goods
MADE BY: Shivam Mehrotra

ENROLLMENT NUMBER: 42319288817

COURSE: B.com(h)

YEAR: 3 rd
z

INTRODUCTION

 The objective of this introduction is to present a general background about green

marketing and the reasons which encouraged us to study this topic and our
research questions are also outlined. Green marketing has rose attention due to
the environmental deterioration and it becomes a global problem (Kumar, 2011,
p. 59). Nowadays, the American Marketing Association (AMA) divides the
definition of green marketing in three aspects (marketingpower.com): as “the
marketing of products that are presumed to be environmentally safe” (retailing
definition) as “the development and marketing of products designed to minimize
negative effects on the physical environment or to improve its quality” (social
marketing definition) and finally as “the efforts by organizations to produce,
promote, package, and reclaim products in a manner that is sensitive or
responsive to ecological concerns” (environments definition)
z
OBJECTIVE OF STUDY

 To study the impact of green marketing initiatives on the consumer buying behavior particularly in
the oil and gas industries in the downstream side of the value chain.

 To check and to know the attitude of consumers towards green marketing.

 The study on the title ‘Green marketing- Consumers attitude towards Eco-Friendly Products and
Purchase intention in the Fast moving Consumer Goods’ also throws some light on the areas to be
improves in the field of green marketing. What are the challenges that are coming in between and
are affecting the performance of the green marketing.

 To study the price sensitivity of the consumers towards the buying of green products.

 Whether the consumer are worried about the price of the product only , ease of access or
availability of product only or he/she is ready to accept the change for the sake of the environment.

 The study also describes the main problems and challenges coming while implementing the green
marketing techniques .
z

LITERATURE REVIEW
 The literature review will highlight and elucidate the green marketing in
general and some key factors were selected to explain how they
influence consumers’ attitudes towards the purchase of eco-friendly
products. Relevant theories will be linked to the hypothesis stated in this
part to realize the positive or negative relationships between them and
further explained.

 Here we have been interesting in the current trend concerning the

green marketing and the growth of green products market, reasons for
that we decided to choose this subject. 

 
1. Marketing-Mix-
z
  Marketing mix (product, place, price and promotion) has become very vital in the
production of eco-friendly products due to the environmental concern of consumers.
However, Chitra (2007, p. 174) identified “green marketing mix as product, price,
place promotion, process, people and physical distribution”.

 Product :

 The product includes “the total bundle of utilities (or benefits) obtained by consumers
in the exchange process” (Blackwell et al., 2006, p. 49). The quality of a product, its
package, its functionalities, and its design are one of the most important features in
the product mix (Van Waterschoot & Van den Bulte, 1992, p 90). In our study we will
mainly focus on the product quality and the package of green products.

 Price :

 According to the AMA, the price is “the formal ratio that indicates the quantities of
money goods or services needed to acquire a given quantity of goods or services
(marketingpower.com). 
 Promotion :
z
 Promotion of eco-friendly products contribute to consumers’ awareness of the green
alternatives. These elements help the consumers to know where the
environmentally products are. Advertising encourages consumers’ purchase
decisions because it develops eco-friendly products’ concern and the willingness to
buy is important as well as where to buy it. 

 Place :

 Store display plays significance role in the purchasing behavior of the consumers for
recognition of the products through displays of the items in the store. It is the source
of the information for the consumers to make a decision to purchase products.

 Green Marketing Tools :

1. Eco labelling

2. Eco brand

3. Environmental Advertising
 z
RESEARCH METHODOLOGY

Primary data is collected for the purpose of the study. Primary data is collected
through the questionnaire method.

Age group Respondents

15-20 6
20-25 23
25-30 1
Other 0
Total 30
z
LIMITATIONS OF STUDY

 Concerning our data collection and analysis, we faced to some difficulties

because we realized that our sample was likely too small to obtain more
relevant data that generated a lack of reliability.

 Furthermore our sample was mainly composed of young people between 20-25
years so our findings are valuable for this age group but not for people who are
more than 25 years.

 The main intention behind the survey was to understand what the
population thinks about the green marketing .

 As data was collected from Delhi-NCR region, result represents only

small part of population.
 z
DATA ANALYSIS AND INTERPRETATION

 There were total of 30 respondents.

 Findings- According to my survey, which was of 30 respondents

I got to know that there is lack of knowledge among the
students, employees and various other user of green products.

 The survey was taken majorly by the people between the age
group of 15-20 and 20-25 .
z
SUGGESTIONS AND
RECOMENDTATIONS
 Awareness of importance of green marketing products Is to be
given to everyone, who is using the product or not using the
product.

 The price of the green marketing products should be stabilized so

that everyone can buy or use it.

 One of the Best ways to fight Plastic pollution is to live by example

and live by products you buy are produced with both ethics and
environment in mind.

 Green products quality should be better than the standard products.

z

CONCLUSION

 Green marketing Should not neglect the economic Aspect of

marketing.

 Green marketing Is still in Its infancy and a lot of research is to

be done in green marketing to explore its potential.