“a study of consumer awareness towards green food products in pune city”

A

DISSERTATION REPORT

ON

“A STUDY OF CONSUMER AWARENESS TOWARDS GREEN FOOD PRODUCTS IN

PUNE CITY”

BY

ANKUSH D SONWANE

(BATCH 2013-2015)

UNDER THE GUIDANCE OF

PROF. Dr. ANUJA JOHRI

SUBMITTED TO

SAVITRIBAI PHULE PUNE UNIVERSITY

IN PARTIAL FULFILLMENT OF THE REQUIREMENT FOR THE AWARD OF THE

DEGREE OF MASTER OF BUSINESS ADMINISTRATION (MBA)

MBA DEPARTNENT

PIMPRI CHINCHWAD COLLEGE OF ENGINEERING NIGDI PUNE- 411044.

Declaration

I, Ankush Diliprao Sonwane, hereby declare that this Dissertation Project entitled “A STUDY

OF CONSUMER AWARENESS TOWARDS GREEN FOOD PRODUCTS IN PUNE

CITY”written and submitted by me to the University of Pune, in partial fulfillment of the

requirement for the award of degree of Master of Business Administration under the guidance of

(Prof. Dr. Anuja Johri) is my original work and the conclusions drawn therein are based on the

material collected by myself

Place: Pune

Date: _____________ Name and signature

ACKNOWLEDGEMENT

I express my deep sense of indebtedness and sincere gratitude to the Principal, Dr.A.M.

Fulambarkar for having allowed me to undertake the project work. My warmest thanks to the

Prof. Dr. Anuja Johri (Internal Gide) for valuable guidance and generous support he has given

me all through the tenure of my project.

I would like to express my deepest sentiments of gratitude to all those who have helped me.

Index

Sr.No. Topic Page No.

1 Introduction Of Project 4-9

2 Literature Review 10-15

3 Research Methodology 16-20

4 Analysis & Interpretation of the data 21-30

5

Findings

31

6 Suggestions 32

7 Recommendations 33

8 Bibliography 34

9 Annexure 35-37

Introduction of project

In the last decades the uncontrolled impact of industrial activities on the natural

environment has created critical ecological concerns. The aggravation of phenomena like

climate change, ozone depletion, over exploitation of natural resources, air pollution, and

toxic wastes are harming the sustainable development of the planet and of the economic

system. For marketers, environmentalism has become a criterion influencing customer

purchase behaviour. Environmentally responsible consumption Follows & Jobber (2000)

emanated from criticism that the marketing concept ignored the impact of individual

consumption upon the society as a whole. Terms like green marketing and green

customer have evolved and a lot of work is being done to understand the awareness levels

of the customer, their attitudes towards the green products and their willingness to accept

and pay a premium for the green products.

Every year people living on the earth throw away enough garbage to cover a huge part of

the world. Most of the waste ends up in landfills which are very costly and which may

have a major impact on the environment and on the health of the people living on this

planet. Saving the environment has become a big issue in recent times. The messages are

being promoted as REDUCE, RE-USE and RECYCLE. The latest is that we can shop our

way to a healthier planet. Over the years, it is told to us that cool cars would make us free

and diet soda would make us popular. But there is some things money and advertising

can’t buy, and a clean environment is one of them. The hard fact is that global warming,

deforestation and other earthly ills cannot be solved by switching brands. It takes

resources to manufacture and transport all products, even those made from recycled

content. More often, it is greener to follow the old dictum: reduce, reuse, and recycle.

Even if the phrase 3Rs has been heard a thousand times before, but with the "green" word

now co-opted in the sales of services, the three R's are a phrase and a principle worth

reviving.

This study focuses on consumers and consumer behaviour in relation to environmental

friendly products. It starts from the assumption that environmental problems are closely

related to individual consumer behaviour, and that individual behaviour is one of the

major causes for the existing environmental problems. Without substantial changes, in

the long term these consumption practices present a serious threat to the environment and

to society as a whole.

Project Title:

“A study on consumer awareness towards selected Green Food Products

in Pune city.”

Objectives of the Study

� Research Objectives

The research objectives was discovered through the conversation with the general citizens

which conform the need for the research related to the awareness level of consumers about

selected green products.

Finding thus, based on the literature searches and additional conversation, the research

questions were converted into the following primary objectives:

When primary objectives were achieved , a clearer picture was established about the awareness

level towards selected green products

� Primary Objective

1. To study the consumer buying behaviour towards selected green food products.

� Secondary Objectives

1. To understand the green products and the Green marketing concept as a recent

strategic tool for sustainable development.

2. To examine the extent of consumer towards the selected green products.

3. To study the consumers objectives behind purchase of selected green products.

4. To explore the demographic profile and buying behaviour of the consumer of

green products.

5. To understand the promotional tools for the effective communication about

selected green food products and preparing effective promotional mix for the

same.

This allows the researcher to make pertinent recommendations that industry and

academics find relevant, useful and possible to implement, or to be used as a base for further

research.

Why you have chosen this company & this project

With India’s strong economic growth is increasing consumers’ income gave boost

to the different industries in India. In this chapter, researcher has highlighted and

overviewed the industries related to the selected green products.

Location

Pune and PCMC Area.

LITERATURE REVIEW

Dileep Kumar (2010)-analyzed 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 behavior and their satisfaction by inducing environmentally responsible behavior.

Vijay Jain et al (2010)-summarized the three C‟s process for green marketing implementation

as Consumer Value Positioning, Calibration of Consumer Knowledge and Credibility of product.

ArteeAggrawal et al (2010) outlined that Eco-responsible (Green) organizations have a tough

task to optimize their product offering mix in such a way so that they can not only attract

customer towards them but also can have their products price competitive.

Ramakishen et al (2010) understood that the factors for going green as Goodwill,

Differentiation, Competition, Pressure Groups, Government Pressure, Customer Demand, New

Market Entry The study conducted by

Sourabh Bhattacharya (2011) states that the green marketers in India should carry out heavy

promotional campaigns, because majority of the Indian consumers are price-sensitive and are not

sure about the quality of green products. The study by

SaloniPawanDiwan& B. S. Bodla (2011) observed that it is not a smooth sailing of the ship

carrying green products and services in the sea of intense competition. The boat can encounter an

iceberg of increased cost and prices and inflated claims of “greenness”.

Selvakumar& Ramesh Pandi (2011) indicated that Green Marketing is not all about

manufacturing green products and services but encompassing all those marketing activities that

are needed to develop and sustain consumers‟ eco-friendly attitudes and behaviors in a way that

helps in creating minimal detrimental impact on the environment.

MoloyGhoshal (2011) examined that green marketing was still in infancy. In the perception of

marketing scholars, green marketing refers to eco-level and market segmentation and the role of

structural factors and economic incentives in influencing consumer behavior. The green

marketers must understand to satisfy two objectives: improved environmental quality and

customer satisfaction.

The study by Ann Kronrod et al (2012) highlighted and explained the surprising prevalence of

assertive environmental messages in the media. Environmental agencies, which are populated

with people who perceive protecting the environment as a highly important issue, should

understand that not all consumers are as informed and concerned about the environment.

Robert Dahlstrom (2011) examined that Green Marketing has positive influences on multiple

participants in the economy. The environment, developing economies, consumers, corporate

strategy, the product, production processes, and supply chain benefit from green marketing.

Green marketing firms establish strategic alliances with government, local communities,

nongovernmental organizations (NGOs), industry experts, and competitors. According to

Roger A Kerin et al (2007), Green Marketing takes many forms. It comes from product

development opportunities that emanate both from consumer research and its “Pollution

Prevention Pays” program. This program solicits employee suggestions on how to reduce

pollution and recycle materials.

Biji P Thomas & H NanjeGowda (2010) highlighted that environmentally friendly buildings

are also known as Green Buildings. Some of the visible “green” features, such as exterior

window shading, good delighting, green (landscaped) roofs, and natural ventilation chimneys are

often considered as the signals of being green.

RakeshRajpal et al (2011) analyzed that Green Supply Chain Management (GSCM) is a

relatively emerging issue for the majority of Indian Corporations. The findings of this study

indicated that industries should emphasize on supplier management performance in adoption of

green supply chain management. Implementing Green supply chain properly will drive real

business value.

Environmental Marketing & Sustainability Ashwini Kumar Sharma (2010) conceptualized

that the green building concept in real estate not only enhances the marketability of a project, but

also addresses important national priorities, such as water conservation, handling of consumer

waste and energy conservation.

Biji P Thomas & H NanjeGowda (2010) highlighted that environmentally friendly buildings

are also known as Green Buildings. Some of the visible “green” features, such as exterior

window shading, good daylighting, green (landscaped) roofs, and natural ventilation chimneys

are often considered as the signals of being green.

The study by RakeshRajpal et al (2011) analyzed that Green Supply Chain Management

(GSCM) is a relatively emerging issue for the majority of Indian Corporations. The findings of

this study indicated that industries should emphasize on supplier management performance in

adoption of green supply chain management. Implementing Green supply chain properly will

drive real business value.

Environmental Marketing & Sustainability Ashwini Kumar Sharma (2010) conceptualized

that the green building concept in real estate not only enhances the marketability of a project, but

also addresses important national priorities, such as water conservation, handling of consumer

waste and energy conservation.

Andrew S.Winston (2010) summarized in their study that Companies and countries must deal

with current and longer-term environmental issues while simultaneously working on current

economic challenges. The four areas of focus mainly “Get Lean, Get Smart, Get Creative, Get

people engaged” will benefit your company today and tomorrow. In short, green isn’t a

tangential pursuit that distracts from the real work of the business.

According to YvonChouinard et al (2012), Sustainability is survival. The essential “services”,

such as clean water, clean air, arable land, and a stable climate, are what all businesses depend

on to survive. Sustainability is not a tomorrow problem, but it is a movement.

Gregory Unruh and Richard Ettenson (2010) found that Green growth is at the top of many

leaders‟ agendas, but the way forward is rarely clear. The three broad product strategies like

Accentuate, Acquire and Architect should align green goals with your capabilities.

From the study by Elangovan et al (2006), it was clear that there is a growing concern for

environmental degradation and the resultant pollution all over the world. Industrialization,

Urbanization, new consumption pattern and social linkages are mainly responsible for the

present state of environmental degradation.

In their analysis by PravinAgrarwal et al (2010) found that the Kyoto Protocol had been signed

in the year 1997 to tackle the effect of global warming. India may think of having its own carbon

credit market, where energy intensive firms may purchase carbon credit internally from other

energy efficient firms.

The study by Varsha Jain &Subhadip Roy (2010) addressed the concept of Ecoism from the

consumer perspective. It was found that Eco-friendly products are still in a nascent stage in India

(such as organic food). It is difficult for the consumers to comprehend about eco-friendly

products across all categories.

Kupuswamy&VenkatramaRaju (2011) examined that the initiatives undertaken by the

companies to improve Energy Efficiency, devising ways and means for re-use of energy, oils and

materials to promote Resource Conservation. It highlights the development of sustainability at

three levels, namely, Strategic Level, Relationship and Co-ordination Level and Operating Level.

In their study by

MuthamizhVendanMurugavel (2010) found that, the impact of global warming is likely to hit

developing countries hardest. Global warming threatens availability of fresh water, food security

and productivity of natural resources.

Philip Kotler (2011) recognized that the Companies need to make drastic changes in their

research-and-development, production, financial, and marketing practices if sustainability has to

be achieved. The several environmental challenges to be considered in the sustainability are

change in the composition of the atmosphere, depletion of the ozone layer, Soil degradation and

increased desertification, Increased air and water pollution.

SmithaKhare (2011): Amid ecological debates and the alarm bells over global warming, a

resolute Indian is firm on making the country greener. Environmental consciousness is gradually

becoming part of today‟s lifestyle with everyone chipping in to make the country greener.

Martin Wright (2011): In a world of dwindling natural resources, sustainability is no longer a

fashionable word. It makes business sense. Leading companies are adapting fast. Unilever has

committed to halving its environmental impact by 2020- while doubling sales. Wal-Mart plans to

have 100% of its energy needs met from renewable.

David L. Loudon & Albert J. Della Bitta (2010) signified that the “green” movement is

growing extensively and marketers are seeking to cash in on an environmental awakening.

“Green” may be to the 90s what “light” was to the „80s, with products clamoring to show how

they are environmentally sensitive.

Philip Kotler& Kevin Lane keller (2011): Companies that mound “green programs” can face

two main problems: consumers may believe that product is of inferior quality of being green and

consumers feel the product is not really that green to begin with.

Michael R. Solomon(2009) identified that firms that adopt the philosophy to protect or enhance

the natural environment as they go about their business activities is an instance of green

marketing. Marketers point to a segment of consumers who practice LOHAS – an acronym for

“Lifestyles of Health and Sustainability

The study by Henry Assael (2006) observed that In U.S., Companies have taken actions to

promote environmental controls towards green marketing; For example : Reynolds Wrap

promotes recycling , while Crane Papers advertises the natural content of its products,

McDonald’s switched from plastic to paper wrapping and uses recyclable products to build its

restaurants.

Douglas J. Darymple& Leonard J. Parsons (2002) believe that the “green” movement is a

answer for business to produce more environmentally safe products. This approach is known as

green marketing. Environmentalism is only one aspect of responsible conduct. The products

should be designed for recyclability where possible.

Fertiliser Marketing - Organic FertiliserThe study by Pallavi (2011) found that the

technological breakthrough in agriculture, popularly known as the green revolution, which took

place in Indian agriculture from the 1970s onwards, has considerably increased the income of

rural India. The overall marketing mix has changed from the traditional „4 Ps‟ to the new „4

As‟, i.e., Affordability, Awareness, Availability and Acceptability.

Venugopal et al (2011) in their study elucidated that Horticulture has emerged as an

indispensable part of agriculture, offering a wide range of choices to the farmers for crop

diversification.

The study by Chennakrishnan (2011) outlined that, with growing consumer appreciation of

organically grown fruits, there is an increasing demand for organically grown bananas. has the

potential to emerge as a major exporter of organically bananas by promotion of bio-fertilizers,

bio-pesticides, recycling the wastes of eco-friendly inputs and setting up national certification

schemes and accreditation agencies to certify organic products in the country.

Consumers’ Attitude & Perception

The study by Ranjith&ElaGoyal (2011) highlighted that highest brand memory, brand recall,

brand that connects with the people, pricing, overall satisfaction in long life of the product and

communication programs designed by the company are the parameters that influence the

consumer perception.

From the study by Bhaskaran&SuchitraMohanty (2008), it has been observed that The

concept of organic agriculture is very wide and holistic which is close to sustainable agriculture.

Organic agriculture is a method of agricultural production that supports the environment. It uses

minimum external input and recycles the on-farm resources efficiently.

Significance of the Research

The construction sector in India is a significant contributor to the National income. This

sector contributes to about 8-10 % of India‟s GDP. The real estate comprising of housing,

commercial and retail is growing at a rapid rate and is poised to emerge as one of the most

preferred investment destination for the local Indians and well as the foreign investors. At the

same time it is appeared to be confusion as to whether eco friendly buildings are built with high

quality materials and with recycled materials. However, that more attention could be paid to

clarify to consumers that the products used to construct green homes are durable as well as

environmentally friendly. Since this concept is new in Pune lot of misinterpretations and

confusion is there amongst the customers. So there is a enormous necessity of proper research in

this area.

Green Marketing-Need In today’s innovative business world of high technology due to

growing community and consumer interests in green and socially responsible products, increased

community pressure on companies to internalize externalities, such as health issues,

neighborhood amenity, climate change; environmental and governmental legalizations and

initiatives; innovative technologies and approaches of dealing with pollution, improved resource

and energy efficiency, and to retain old (loyal and profitable) customers and consumers, it is very

much urgent to implement green marketing.

Further green management produces new environment friendly customers which lead to increase

in sales and profits of an organization that leads to growth and development of business; it also

leads to good public image of the organization. In the present times when the government

regulations around the globe are very strict and the whole world is talking about global warming

,climate change and environment protection the companies would be left with no option but to

adopt green marketing otherwise it might be too late to survive in the greener world. The

consumer’s world over in general and India in particular are increasingly buying energy efficient

products.

RESEARCH METHODOLOGY

RESEARCH PROCESS

Research exercise may take many forms but systematic enquiry is features common to all such

forms. Being a systematic enquiry, it requires careful planning of the orderly investigation

process.

STAGES IN THE RESEARCH PROCESS

In planning and designing a specific research project, it is necessary to anticipate all the steps

that must be undertaken if the project is to be successful in collecting valid and reliable

information.

The steps of marketing research process are highlighted in the following flow diagram.

Defining

Problem Extensive

Literature

survey

Planning

Research

Design

Collect the

data

Analyze

the data

Formulation

of conclusion Prepare

and present

the report

Sample

Design

Sample

Design

RESEARCH DESIGN IS CLASSIFIED AS FOLLOWS

Research Type

The type of research conducted for this dissertation Research project is Descriptive Research.

Descriptive Research Design:

It includes surveys and fact finding enquiries of different kinds. It is a fact- finding

investigation with adequate interpretation. It is the simplest type of research, and is more specific

than an exploratory study, as it focuses on particular aspects of the problem being studied, so

research design used for this project was descriptive research design.

Descriptive research method was the best method applicable to the existing problem mentioned

in this project report. Here the study is conducted to determine the fact

RESEARCHDESIGN

EXPLORATORY DESCRIPTIVE CASUAL /

EXPERIMENTAL

1. Sample Design

Sampling

An integral component of a research design is sampling plan. Specifically, it addresses three

questions:

1) Whom to survey (the sample unit)?

2) How many to survey (the sample size)? &

3) How to select them (the sampling procedure)

Making the entire universe will be impossible on the account of limitation of time and money.

Hence sampling becomes inevitable. A sample is only a portion of the universe of population.

According to Yule, “The object of sampling to get maximum information about the

parent population with minimum efforts. Properly done procedures are the representative data of

the entire population”.

Sampling Unit

A decision has to be taken concerning a sample unit before selecting

sample. Sample unit may be geographical one such as State, District and Village etc. The

researcher will have to decide one or more unit that has to select for his study

Sampling Methods

Probability sampling is known as random sampling or chance sampling. Under this sampling

design every item of the universe has equal chance or probability.

• Sample random sampling

• Systematic sampling

• Stratified sampling

• Cluster and Area sampling

• Sequential sampling

• Multi stage sampling

Non Probability Sampling is also known as deliberate sampling, purposive and judgmental

sampling. Non probability samplings are those that do not provide every item in the universe

with a known chance of being include in the sample. Non probabilities are of following types:

• Convenience sampling

• Quota sampling

• Judgemental sampling

• Panel sampling

2. Collecting the data

The data collection process follows the information of research design including the sample plan.

Data, which can be secondary or primary, can be collect using variety of tools. These tools are

classified into two broad categories, the observation method and the survey methods, all of

which have inherent advantages and limitations.

a) Primary Data

In most research areas, field survey is commonly used to collect primary data from the

respondents. Surveys can be

1) Personal Interview

2) Questionnaire

It is common practice to use structured questionnaires prepared in advanced, to elicit the

necessary from the respondents. Whether it is personal or mail survey, it is necessary to design

suitable questionnaire, conduct a pilot survey and undertake a pre-testing of the questionnaire.

In this project report, primary data is collected through questionnaire by personal

interview method

b) Secondary Data

Secondary data means data that are already available, it means which have already been

collected and analysed by someone else. When research utilizes secondary data, research has to

look into various sources from where researcher can obtain data; usually data published is

available in

a. Technical & trade journals;

b. Books, magazines and newspapers;

c. Reports and publications of various associations connected with

Business and industry;

In this project report, the secondary data is collected external sources such as Books,

Magazines.

Research step Related to the project

Define research & formulate problem Eco-friendly house

Research Design Descriptive Research

Determining sample design Location – Pune City

Sample unit – Pune City

Sample Size – 60 respondent

Sampling Method – Simple Random

Sampling

Collect

The

Data

Primary data-

collection

Primary data is collected through

questionnaire by personal interview

method

Secondary data Website & reference book, from various

newspapers to analyze data.

Analysis of collected data Through tabulation and chart by using MS

excel to analyze data

Generalization & interpretation Interpretation of data is done after every

question in this project

Preparation of report Prepare the final report

Scope of the Study: The study will be limited to the eco friendly buildings with the purpose of gaining a

deeper understanding of green consumer, their awareness and the attributes attract them towards

the same. Due to the time constraint the geographic scope will be limited to Pune city. And the

time scope of the study will be limited to the present scenario and the current situation in the

market.

DATA ANALYSIS & INTERPRETATION

Q1. What does green building mean to you?

Options Respondent percentage

No idea 10 17%

Environmental friendly 25 42%

Durable 3 5%

Easy to maintain 5 8%

Quality material 3 5%

Better build homes 4 7%

Save me money 8 13%

Energy efficiency 0 0%

Healthy indoor air 2 3%

Interpretation

People know about the eco-friendly building the 42% people are know the environmental

friendly building

17

425

8

5

7

13

0

3

percantage

no idea

environmental frindely

durable

easy to maintain

quality material

better build homes

save me money

energy efficant

health indoor air

Q2. Do you live in a green home?

Options Respondent Percentage

Yes 20 33%

No 37 62%

Don’t know 3 5%

Interpretation

33% people are living in the green home, and 62% people are not living in the green

home and 5% people don’t know about green home.

20

37

3

Yes

No

Don’t know

Q3. How did you first learn about green building?


Sales office 4 7%

Builder 6 10%

Television 5 8%

Magazine 10 17%

Newspaper 5 8%

Web site 20 34%

Friends 0 0%

Broacher 8 13%

Any other 2 3%

Interpretation

We ask the people how you about the green homes the 34% web site and internet and

17% people know from the magazine throw all throw know that.

4

6

5

10

5

20

08

2

Respondent

Sales office

Builder

Television

Magazine

Newspaper

Web site

Friends

Broacher

Any other

Q4. Have you recently seen or heard any information, advertising or articles about green

building? If so, where did you see it?


Builder 30 50%

Supplier 2 3%

Real estate agent 20 34%

Home show 5 8%

Television 3 5%

Any other 0 0%

Interpretation

The information about the green home people heard from 50% knowthrow the builder

and 34% know throw the real estate agent

30

2

20

53

0

Respondent

Builder

Supplier

Real estate agent

Home show

Television

Any other

Q5. What degree was buying green part of your decision in purchasing a new home?


Very much part of my decision 10 17%

Some what 35 59%

A little 5 8%

Not at all part of my decision 2 3%

Don’t know 8 13%

Interpretation

People purchase the green home the 59% people say some what we purchase the homes

13% people don’t know they buy or not.

10

35

5

28

Respondent

Very much part of my

decision

Some what

A little

Not at all part of my

decision

Don’t know

Q6. To what degree is buying green part of your decision in purchasing eco-friendly home

products?



Some what 8 13%

A little 10 17%


Don’t know 2 3%

Interpretation

38% very much a part of my decision to buy a eco-friendly product to their home for use

29% people a little confuse about they are using or not.

23

810

17

2

Respondent


decision

Some what

A little


decision

Don’t know

Q7. To what degree was buying green part of your decision in remolding / updating your home?



Some what 23 38%

A little 16 27%


Don’t know 0 0%

Interpretation

We ask people to you change your home to updating to green home 38% say some what

we change the home and 25% are say we do that as green home.

15

23

16

6

0

Respondent


decision

Some what

A little


decision

Don’t know

Q8. To what degree was buying green part of your decision in purchasing a new home?



Some what 16 27%

A little 15 25%


Don’t know 0 0%

Interpretation

We ask people to you buy a green home for living 30% people are strongly agree to the

buy the home and 27% will be by the home.

18

16

15

11

0

Respondent


decision

Some what

A little


decision

Don’t know

Q9. When thinking about purchasing home cleaning products, how important to you is it that it

be a green product?



Some what 8 13%

A little 16 27%


Don’t know 2 3%

Interpretation

People are interested to buy home cleaning product for home the 32% are say extremely

important to do that and 27% people say not very important.

19

816

15

2

Respondent


decision

Some what

A little


decision

Don’t know

Q10. When thinking about purchasing your next new home, how important to you is it?


Extremely important 25 42%

Somewhat important 7 12%

Not very important 25 42%

Not at all important 3 4%

Don’t know 0 0%

Interpretation

You buy your next home we ask to people say that 42% say is not as important to buy

green home and 42% say they will buy the home.

25

7

25

3

0

Respondent

Extremely important

Somewhat important

Not very important

Not at all important

Don’t know

FINDINGS

• Although the green building market is growing nationwide, data indicates that significant

outreach efforts are needed to encourage demand for green homes in pune city.

• Data seems to indicate that residents are not clear on what eco friendly‟ means but lot of

interest was noticed in understanding the concept.

• Most of the respondents are not aware about the certification programs currently

available in Pune city.

• Data showed that using tradition media (television, newspapers, and magazines) are the

means through which most people have learned about this concept of eco friendly

buildings.

• In response to the questions on how green homes compared to conventionally built

homes, interviewees consistently indicated that they were more environmentally friendly.

Their responses, however, were not as consistent with regard to water conservation,

energy efficiency and material and building quality. This seems to indicate that residents

do not link energy/water conservation and quality of materials with environmental

quality.

• Most of the respondents were thinking that green built buildings were not easy to

maintain and such buildings are built with recycled materials.

• Majority of respondents agreed that eco friendly buildings are durable and they are made

of Quality construction materials.

• According to the respondents Eco friendly buildings provide Healthy indoor air and have

better landscaping.

SUGGESTIONS

• This research points out to the continued need for education and both environmental and

economic benefits of the eco friendly buildings.

• Continued efforts are needed to build label recognition for the green Certification

programs currently available for the Pune city. This will help to explain the deeper

meaning of green building to the public and also encourage continued market growth.

• Even though the green building market share is continuing to grow rapidly, the lack of

understanding of what „green building‟ means points to the need for continued outreach

efforts.

• Results show that television, newspaper and magazines are the primary ways through

which people first learned about green building and very few respondents received

information through the real estate agents, sales offices and concerned people.

• A further exploration of point-of-sale (sales offices, builder/contractor, real estate agents)

education and outreach options is necessary. Workshops for real estate agents and offices,

and builders can help educate industry members and better allow them to explain options

to potential customers. Additionally, having literature available on green building at real

estate agents and builders offices can provide a stimulus for the consumer to initiate a

conversation about green options available to them as they consider buying or building a

new home.

• This data demonstrates that existing confusion in the industry regarding best material

choices is influencing consumers‟ perception of the durability and quality of materials

being used in green homes.

RECOMMENDATIONS

The survey resulted into following conclusions:

This study has empirically examined how awareness andperception of Pune city people influence

intention towardsliving or purchasing green home. Initially, the survey findings suggest that

Pune city consumers’ level of understanding ofgreen features and green purchase intention are

rather lowexcept energy saving attribute. The findings shows that the most of Pune (85%) are

caught running up huge electricitybill at home affect to use energy savings bulbs & saveenergy.

It turns out that people are now reverting to greenenergy as well. Anyhow, most of the

respondents (80%) areaware sola power but they have no intention to apply it fortheir home

because of the high initial costs.

BIBLIOGRAPHY

References 1. Lakshmi, D. 2008. Green buildings in India Emerging Business Opportunities,

2. Indian Green Building Council.[Retrieved 07.09.08].

3. Baird, G. (2010) Sustainable Buildings in Practice: What the Users Think, Abingdon,

London, UK, Routledge

4. Green Building Awareness This report is available on the Department of Ecology‟s website

at www.ecy.wa.gov/biblio/0807019.html

Books 1. Allen, T. & Thomas, A. 2000. Poverty and Development into the 21st Century.

2nd edition. New York: Oxford University Press.

2. Baker, S. 2006. Sustainable Development. London & New York: Routledge.

3. Kreith, F. &Goswami Yogi, D. 2007. The Handbook of energy efficiency

4. and renewable energy. New York: CRC Press.

ANNEXURE

Dear Sir/Madam,

I the student of Pimpri Chinchwad College Of Engineering Nigdi Pune.of MBA is doing a brief

survey to find out more about A study of consumer awareness towards Eco friendly buildings in

Pune city.I would be grateful if you could spare a few minutes to participate in it. Thank you for

your cooperation.

Person Name -______________________________________________________________

Telephone/ Mobile -____________________________________________________________

Family income- _________________________________________________________

Mail-id- ___________________________________________________________________

1. What does “green building” mean to you?

A. No idea ____

B. Environmental friendly ____

C. Durable ____

D. Easy to maintain ____

E. Quality materials, construction ____

F. Better built homes ____

G. Saves me money _____

H. Energy efficiency ____

I. Healthy indoor air ____

2. Do you live in a “green” home?

A. Yes ____

B. No ____

C. Don’t know _____

3. How did you first learn about “green building”?

A. Sales Office/Model home ____

B. Builder/contractor ____

C. Television ____

D. Magazine ____

E. Newspaper ____

F. Web site ____

G. Friend’s ____

H. Broacher ____

I. Any other _____________________________

4. Have you recently seen or heard any information, advertising or articles about

green building? If so, where did you see it?

A. Builder ____

B. Supplier ____

C. Real estate agent ____

D. Home shows (other) ____

E. Television ____

F. Any outher_______________________________

5. To what degree was buying “green” part of your decision in purchasing a new

home?

A. Very much a part of my decision ____

B. Somewhat ____

C. A little ____

D. Not at all part of my decision ____

E. Don’t know ___

6. To what degree is buying “green” part of your decision in purchasing home cleaning

products?


B. Some what ___

C. A little ___

D. Not at all part of my decision ___

E. Don’t know ___

7. To what degree is buying “green” part of your decision in remodeling/updating

your home?

A. Very much a part of my decision ___

B. Some what ___

C. A little __


E. Don’t know ___

8. To what degree was buying “green” part of your decision in purchasing a new

home?


B. Some what _____

C. A little ____


E. Don’t know ___

9. When thinking about purchasing home cleaning products, how important to you is

it that it be a “green” product?

A. Extremely important ___

B. Somewhat important ___

C. Not very important ___

D. Not at all important ___

E. Don’t know. ___

10. When thinking about purchasing your next/a new home, how important to you is it?

A. Extremely important ___

B. Somewhat important ___

C. Not very important ___

D. Not at all important ___

E. Don’t know. ___

Thanks