rahul original pro.123

A Study on Green Marketing Opportunities and Challenges

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Community Institute of Management Studies, Bangalore

“A STUDY ON GREEN MARKETING: OPPRTUNITIES AND

CHALLENGES”

Project Report submitted in partial fulfillment of the requirements for the

Award of the Degree of

MASTER OF BUSINESS ADMINISTRATION

OF

BANGALORE UNIVERSITY

By

RAHUL KUMAR SHUKLA

Reg. NO: 14P6CMD109

Under the guidance of

MR. R. VENKATESH

ASSISTANT PROFFESOR CIMS

COMMUNITY INSTITUTE OF MANAGEMENT

STUDIES

BANGALORE UNIVERSITY

2015-2016


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DECLARATION BY THE STUDENT

I hereby declare that “GREEN MARKETING: OPPORTUNITIES

AND CHALLENGES” is the result of the project work carried out

by me under the guidance of ASSISTANT PROFFESOR MR. R.

VENKATESH in partial fulfillment for the award of Master’s

Degree in Business Administration by Bangalore University.

I also declare that this project is the outcome of my own efforts

and that it has not been submitted to any other University or

Institute for the award of any other degree or Diploma or

Certificate.

Place: Bangalore Name: Rahul Kumar Shukla

Date: Register Number: 14P6CMD109


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GUIDE CERTIFICATE

This is to certify that the Project Report title Submitted by

RAHUL KUMAR SHUKLA (14P6CMD109) to Bangalore University,

Bangalore for the award of degree of MASTER OF

BUSINESSADMINISTRATION is a record of work carried out under

my guidance.

Place: Bangalore

Date:

Signature


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Table of contents

Serial no. Description Page NO.

1 Chapter 1 Introduction 1-7

1.1 Green Marketing 1

1.2 Green products and its characteristics 1

1.3 Evolution of Green Marketing 2-4

1.4 Consumer behaviour towards Green

Marketing

4-5

1.5 Reason for Green Marketing 5

1.6 Current Scenario-India 5-7

2 Chapter 2 Research Design 8-12

2.1 Title of the study 8

2.2 Statement of the problem 8

2.3 Need of the study 9

2.4 Objectives of the study 9

2.5 Scope of the study 9-12

2.6 Limitations of the study 12

2.7 Methodology of the study 12

3 Chapter 3 Table, Graph and Inferences 13-33

3.1 The gender of the respondent 13

3.2 Age composition of respondent 14

3.3 Occupation of respondents 15

3.4 Sources of creating awareness about green

marketing

17

3.5 Awareness about green products 18

3.6 Participation in green marketing campaign 19

3.7 Product preference while selecting 20

3.8 Respondents assigning primary preference

Eco-Friendly product

21

3.9 Satisfaction level with quality and price of

green marketing products

22

3.10 How many will continue buy Eco-Friendly

products?

23-24

3.11 Does Green marketing and its sources of

advertising are good source of information

about products and services?

25

3.12 Is Green Marketing activities resulting

better product?

26-27

3.13 Why do companies opting green

marketing?

28

3.14 Do you think Green marketing helps

organization to build their image in the

mind of consumers?

29

3.15 Do you think companies that focus on

environment protection for those

persuading consumer is easy or not?

30

3.16 Green marketing includes 31


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3.17 Do you think green marketing helps to

grow healthy environment?

31

3.18 Do you think green marketing is protecting

environment give your opinion?

33

3.19 What are the target areas where should

green marketing promotion will more

effective?

4 Chapter 4 Findings, Suggestions and

Conclusion

34

4.1 Findings 34

4.2 Suggestions 35-37

4.3 Conclusion 38

5 Chapter 5 Learning Experience 39-

5.1 Learning Experience 39

5.2 Bibliography 40

5.3 Annexure 41

5.4 Detail of account work done


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Chapter 1

INTRODUCTION


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1.1 GREEN MARKETING

Meaning

According to American Marketing Association, Green marketing is the marketing

of products that are presumed to be environmentally safe. ”A holistic and responsible

strategic management process that identifies, anticipates, satisfies and fulfils

stakeholder needs, for a reasonable reward, that does not adversely affect human or

natural environmental well-being.” The green marketing incorporates a broad range

of activities, including product modification, changes to the production process, as

well as modifying advertising. Thus “Green marketing” refers to holistic marketing

concept wherein the production, marketing consumption and disposal of products

and services happen in a manner that is less detrimental to the environment with

growing awareness about the implications of global warming, non-biodegradable

solid waste, harmful impact of pollutants etc., both marketers and consumers are

becoming increasingly sensitive to the need to switch in to green products and

services.

1.2 Green products and Its Characteristics

The products those are manufactures through green technology and that caused

no environmental hazards are called green products. Promotion of green

technology and green products is necessary for conservation of natural resources

and sustainable development. We can define green products by following

measures:

Products those are originally grown, recyclable, reusable and biodegradable.

Products with natural ingredients, containing recycled contents, non-toxic

chemical and content under approved chemicals.

Products that do not harm or pollute the environment and that will not be

tested on animals.

Products that have eco-friendly packaging that is reusable, refillable

containers etc.


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1.3 Evolution of Green Marketing

As resources are scarce and human wants are unlimited, it is important for the

marketers to utilize the resources efficiently without waste as well as to achieve

the organization's objective. So green marketing is the need of the hour. There is

growing interest among the consumers over the globe regarding protection of

environment. Worldwide evidence indicates people are concerned about the

environment and are changing their behavior. As a result of this, green marketing

has emerged which speaks for growing market for sustainable and socially

responsible products and services.

The green marketing has evolved over a period of time. According to Peattie

(2001), the evolution of green marketing has three phases:

The first phase was known as "Ecological" green marketing, and during this

period all marketing activities were concerned to help environment problems

and provide remedies for environmental problems.

The 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.

The third phase was "Sustainable" green marketing. It came into prominence

in the late 1990s and early 2000. This was the result of the term sustainable

development which is defined as "meeting the needs of the present without

compromising the ability of future generations to meet their own needs."

In common parlance a majority of people believe that green marketing refers

solely to the promotion or Advertising of products with environmental

characteristics. Terms like phosphate free, recyclable, refillable, ozone friendly,

and environmental friendly are some of the things consumers most often associate

with green marketing. While these terms are green marketing claims, in general

green marketing is a much broader concept, one that can be applied to consumer

goods, industrial goods and even services. For example, around the world there

are resorts that are beginning to promote themselves as "eco tourist" facilities,

i.e., facilities that "specialize" in experiencing nature or operating in a fashion

that minimizes their environmental impact.


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Thus green marketing incorporates a broad range of activities, including product

modification, changes to the production process, packaging changes, as well as

modifying advertising. Yet defining green marketing is not a simple task. Indeed

the terminology used in this area has varied, it includes: green marketing,

environmental marketing and ecological marketing. While green marketing came

into prominence in the late 1980s and early 1990s, it was first discussed much

earlier. The American Marketing Association (AMA) held the first workshop on

"Ecological Marketing" in 1975. The proceedings of this workshop resulted in

one of the first books on green marketing entitled "Ecological Marketing". Since

that time a number of other books on the topic have been published.

The AMA workshop attempted to bring together academics, practitioners, and

public policy makers to examine marketing's impact on the natural environment.

At this workshop ecological marketing was defined as: the study of the positive

and negative aspects of marketing activities on pollution, energy depletion and

no energy resource depletion.

This early definition has three key components that are:

1) It is a subset of the overall marketing activity.

2) It examines both the positive and negative activities.

3) A narrow range of environmental issues are examined.

While this definition is a useful starting point, to be comprehensive green

marketing needs to be more broadly defined. Before providing an alternative

definition it should be noted that no one definition or terminology has been

universally accepted. This lack of consistency is a large part of the problem, for

how can an issue be evaluated if all researchers have a different perception of

what they are researching. The following definition is much broader than those

of other researchers and it encompasses all major components of other

definitions. Definition is: “Green or Environmental Marketing consists of all

activities designed to generate and facilitate any exchanges intended to satisfy

human needs or wants, such that the satisfaction of these needs and wants occurs,

with minimal detrimental impact on the natural environment.


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This definition incorporates much of the traditional components of the marketing

definition that is "All activities designed to generate and facilitate any exchanges

intended to satisfy human needs or wants”. Therefore it ensures that the interests

of the organization and all its consumers are protected, as voluntary exchange

will not take place unless both the buyer and seller mutually benefit.

The above definition also includes the protection of the natural environment, by

attempting to minimize the detrimental impact this exchange has on the

environment. This second point is important, for human consumption by its very

nature is destructive to the natural environment. (To be accurate products making

green claims should state they are "less environmentally harmful" rather than

"Environmentally Friendly."). Thus green marketing should look at minimizing

environmental harm, not necessarily eliminating it. Many people believe that

green marketing refers solely to the promotion or advertising of products with

environmental characteristics especially in his buying decision. Green marketing

or environmental marketing refers to ecological products such as healthy food,

phosphate free, recyclable, refillable ozone friendly, and environment friendly.

There are some of the things consumers most often associate with green

marketing.

1.4 Consumer behavior towards green marketing

According to the American Marketing Association, green marketing is the

marketing of products that are presumed to be environmentally safe. Thus green

marketing incorporates a broad range of activities, including product

modification, changes to the production process, packaging changes, as well as

modifying advertising. Yet defining green marketing is not a simple task where

several meanings intersect and contradict each other; an example of this will be

the existence of varying social, environmental and retail definitions attached to

this term. Other similar terms used are Environmental Marketing and Ecological

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

services based on their environmental benefits. Such a product or service may be

environmentally friendly in it or produced or packaged in an environmentally

friendly way.


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The obvious assumption of green marketing is that potential consumers will view

a product or service's "greenness" as a benefit and base their buying decision

accordingly. The not-so-obvious assumption of Green marketing is that

consumers will be willing to pay more for green products than they would for a

Less-green comparable alternative product - an assumption that, in my opinion,

has not been proven conclusively. While green marketing is growing greatly as

increasing numbers of consumers are willing to back their Environmental

consciousness’s with their rupees, it can be dangerous. The public tends to be

skeptical of Green claims to begin with and companies can seriously damage their

brands and their sales if a green claim Is discovered to be false or contradicted by

a company's other products or practices. Presenting a product or Service as green

when it's not is called green washing.

1.5 Reason for Green marketing

Generally, the following six reasons are cited for which a marketer should go for

the practice of green marketing:

1. Competitive advantage (perceived as a different and eco-friendly product

by the consumers)

2. Social ethics

3. Policy pressure from Government

4. Pressure from competitors

5. Cost advantage

6. Profitable venture

1.6 CURRENT SCENARIO-INDIA

Many analysts are predicting that 2011 will be a make-or-break-it year for many

green businesses as increasing competition in the green sector drives some

businesses to new heights of innovation and service while other businesses lag

behind. Trends may come and go, and of course, it is impossible for any green

business to stay on top of all of them, nor is it worthwhile to try. However, keeping

track of green business trends is a great way to ensure that your business stays fresh,

flexible, and creative in the face of new challenges and opportunities, the surest way

to green business success in 2011 and beyond.


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1.6(a) Consumers - As per research, India is the only country to choose

deforestation and air pollution as the most important green issue. India is the only

country in which more consumers say it should be developing countries that

should focus on green innovation versus developed countries. The results of the

recently released 2011 edition of the Global Image Power green Brands Survey

show that concern about the environment by the consumers, is translating into a

willingness to pay for a premium for green products. 64% of Indian consumers

indicate that they plan to spend more on green products next year. Furthermore

consistent with emerging countries, Indians are willing to pay a green premium

price, with 48% of Indians willing to spend 10% more on a product simply

because it is green. Consumers in India are trusting of green advertising compared

to other countries, with 86% of Indian consumers reporting that advertising about

green products help them in making choices. In India 28% of consumers intend

to purchase auto in the next year as compared to purchase of 16% in last year.

1.6(b) Producers – AMUL has been rated as the Top Indian Green Brand

by Global Green Brands survey. The International Dairy federation has also

awarded AMUL Green movement as the best Environment Initiative in the

Sustainability Category in 2010.It also has been awarded Srishti‖s good green

Governance award for four consecutive years since 2011.

Some examples of Green marketing in India:

Indian Railways: Recently IRCTC has allowed digital tickets to its customers

to carry PNR number of their ticket on their mobiles and laptop. Customer do

not need to carry the printed version of their ticket anymore.

No Polythene for carrying goods: Forest and Environmental ministry of India

has ordered to retail outlet like Big Bazar, Molls, Hyper city, departmental

stores and other retail stores that they could provide polythene carry bags to

customers only if customers are ready for pay for it.

State bank of India: Green it project by using eco and power friendly

equipment in its 10,000 new ATMs, the banking giant has not only saved power

costa and earned carbon credits, but also set right examples for others to follow.

Kansai Nerolac: Lead free paints was developed by Kansai Nerolac that has

worked on removing hazardous heavy metals from their paints, the hazardous


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heavy metals like lead, mercury, chromium, arsenic and antimony can have

adverse effects on humans.

Wipro’s Green machines: India’s first information technology company was

the first Indian company to launch environment friendly computer peripherals

for the Indian market known as Greenware.

The findings emphasize that today situation being both green and consumer

friendly is the only mantra for long term success.

1.6(c) Government- The Indian government has also done its mite in promoting

green marketing and eco friendliness by way of banning plastic bags from daily use,

helping its automotive industry to develop greener vehicles by supporting hybrid and

electric vehicles (EVs), by investing in greener cars the Government of India is

capitalizing on an underutilized segment and building an infrastructure that will

generate economic growth and reduce emissions. The government took the initiative

of promoting green buildings construction, usage of alternate sources of energy by

companies. Governmental Bodies are forcing Firms to Become More Responsible.

In most cases the government forces the firm to adopt policy which protects the

interests of the consumers by reducing production of harmful goods or by products,

Modify consumer and industry's use and /or consumption of harmful goods; or,

Ensure that all types of consumers have the ability to evaluate the environmental

composition of goods.


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Chapter 2

Research Design


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2.1Title of the study:

A study on “GREEN MARKETING: CHALLENGES AND

OPPORTUNITIES”

2.2 Statement of the problem:

With raising global warming, most of the countries and even organization’s

think of sustainable development. This emerging concept talks about growth

and development which is tolerable by the nature. In this context Green

marketing occupies a pivotal role, which concentrates on manufacturing of

Good and services which are Environmental friendly and less hazardous to the

nature.

Tapping natural resources for the production also called for Ethical

responsibility of giving something back to nature. Hence this project work was

under taken to study the Impact of the green various challenges and

opportunities involved in it.

Implementing green marketing is not going to be an easy job. The firm has to

face many problems while trading products of green marketing. Challenges

which have to be faced are listed under

Green marketing encourages green products / services, green technology, green

power / energy.

The firm ensures that they convince the customer about their green product, by

implementing Eco labeling schemes. Eco labeling schemes offer its “approval”

to “Environmentally harmless” products and they are very popular in Japan and

Europe. Convincing the Indian customer’s is a great challenge.

The profits will be very low since renewable and recyclable products and green

technologies are more expensive. Green marketing will be successful only in

long run.

Many customers may not be willing to pay higher price for green products

which may affect the sales of the company.

2.3 Need of the study:


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Green marketing has now evolved as one of the major area of interest for

marketers as it may provide competitive advantages. However it requires

investment in terms of technology enhancement, process modification,

communicating benefits to customers etc. Many of the companies in India have

now started marketing themselves as green organizations due to certain

government regulations and shift in the preference of the consumers worldwide.

However, not much research with respect to green marketing has been done in

India and there is question about the awareness of green products among

consumers. The attitude of Indian consumers towards green products and the

relationship between the attitude and behavior is also questionable. As green

marketing is different from the marketing in traditional way, marketers need to

know the factors that persuade the consumer to buy the green products. This study

aims to resolve the research question that what factors influence the consumer

persuasion to buy the green product or not.

2.4 Objectives of the study

1. To investigate the level of awareness of Indian consumers about green

products and practices.

2. To measure the green values of the customers.

3. To identify the brands, consumer association with green marketing practices.

4. To investigate the preferences of Indian consumers about green products.

5. To identify the factors that influences the customer persuasion to buy green

products.

6. To understand the issues and challenges of green marketing practices.

2.5 Scope of the study

This project study cover all field where we need promotion of green marketing

i.e. Household industry, transportation industry, food industry and pharma

industry.

But here this study covers particularly household industry. This study helps to

know the opportunities available in the market for the eco-friendly product and

services for the household industry. Basically most of the household product and

services uses are not familiar about green or eco-friendly products.


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So this report will help producers as well as users to know about the eco-friendly

products. Most of the household items are not environment friendly and not up to

the mark what government decided.

70% of the Indian population are grouser. These people do not believe that

individual play any significant part in protecting the environment.

They feel the responsibility belongs to the Government and large corporation.

62% of the household users are not considers environmental issues while

selecting their products. Most of them are not aware about the products and

services that are offered by the manufacturers.

Green consumers put familiar products under a magnifying glass of

environmental scrutiny and their buzzwords signifying environmental

compatibility abound. Starting in the late 1980’s, such term as “recyclable”,

“biodegradable” and “environmental friendly” made cash registers ring

throughout upper-middle class neighbourhoods from coast to coasts.

Previous Research on green marketing

Prothero, A. (1998) in this research article, published in the 'Journal of Marketing

Management' published in July 1998 on green marketing. This includes; a

citation of the need to review existing literature on green marketing, an empirical

study of United States and Australian marketing managers, a description of what

a green alliance look like in practice in Great Britain, ecotourism and definitions

of green marketing.

Oyewole, P. (2001). In his paper presents a conceptual link among green

marketing, environmental justice, and industrial ecology. It argues for greater

awareness of environmental justice in the practice for green marketing. A

research agenda is finally suggested to determine consumers' awareness of

environmental justice, and their willingness to bear the costs associated with it.

Karna, J., Hansen, E. & Juslin, H. (2003) interpret that proactive marketers are

the most Genuine group in implementing environmental marketing voluntarily

and seeking competitive advantage through environmental friendliness. The


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results also give evidence that green values, environmental marketing strategies,

structures and functions are logically connected to each other as hypothesized

according to the model of environmental marketing used to guide this study.

Sanjay K. Jain & Gurmeet Kaur (2004) in their study environmentalism have fast

emerged as a worldwide phenomenon. Business firms too have risen to the

occasion and have started responding to environmental challenges by practicing

green marketing strategies. Green consumerism has played a catalytic role in

ushering corporate environmentalism and making business firms green marketing

oriented. Based on the data collected through a field survey, the paper makes an

assessment of the extent of environmental awareness, attitudes and behavior

prevalent among consumers in India.

Donaldson (2005) in his study realized in the Great Britain initially concluded

that in general the ecological attitude of consumers changed positively. This study

reported the strong faith of consumers in the known commercial brands and in

the feeble behavior referring to the "green" claims, which was the main cause

behind the consuming failure to interpret their Concerns beyond the environment

in their behavior.

Alsmadi (2007) investigating the environmental behavior of Jordanian

consumers reveals a high level of environmental conscience. Unfortunately

however this positive tendency and Preference in the "green" products does not

appear to have any effect on the final decision, obviously because these

consumers have a stronger faith in the traditional products and a small confidence

in the green statements. The above obstacles are further strengthened by the lack

of environmental conscience by a lot of enterprises and the existence of a large

scale of prices for the same product, many of which included an impetuous

estimate of environmental responsibility. The same phenomenon has been

presented in other researches too (Ottman, 2004; Donaldson, 2005; Cleveland et

al, 2005).

Brahma, M. & Dande, R. (2008), The Economic Times, Mumbai, had an article

which stated that, Green Ventures India is a subsidiary of New York based asset

management firm Green Ventures International. The latter recently announced a


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$300 million India focused fund aimed at renewable energy products and

supporting trading in carbon credits.

2.6 Limitations of the study

Limitation in adopting green marketing are following:

1. Green products require renewable technology and recyclable

material, which is costly.

2. Majority of the people are not aware of green products and

their uses.

3. Majority of the consumers are not willing to pay high price

for green products.

4. Time period was only 4 weeks. Hence only 50 respondents

are covered.

2.7 Methodology of the study

2.7. (A) Type of research: Exploratory, Qualitative research.

This research is conducted to know the consumer taste and preference about

green product quality, price and level of satisfaction and future plans about their

purchases.

2.7. (B) Types of Data:

Primary data: Data is collected through use of questionnaire.

Secondary data: Secondary data is taken from various sources i.e. South Asian

journal, marketing management by Philip Kotler, Electronic Green journal and

Internet.

2.7. (C) Sample size: The information is collected from 50 respondents. While

collecting data respondents are 75 but from them 25 respondents were not aware

about green marketing and green products, only 50 respondents knew about the

study topic. Hence the sample size is limited to 50 only.


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Chapter 3

Table, Graph and Inference


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3.1 Data and tables

Question no.1: The gender of the respondent

Table 1

Respondent Gender No of respondent Percentage

Male 30 60%

Female 20 40%

Total 50 100%

Source: Primary Data

3.1 Analysis: Out of the total respondent 30 were male and 20 were female. Male

respondents were giving information easily and whereas most of female

respondent were reluctant to share their view.

Graph 1

3.1 Inference: In inference we can say that male respondents are more confident

about the topic compare to the women respondents. Women respondents little bit

reluctant to the share their view about the topic.

Male60%

Female 40%

SAMPLE SIZE

Male Female


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Question no. 2 Age composition of respondent

Table 2

Age group of respondents No of respondents Percentage

Under 16 5 10%

16-20 10 20%

21-30 15 30%

31-40 12 24%

Above 41 8 16%

Total 50 100%


Analysis: Out of all respondent 10% respondents are comes under age of 16

years, 20% respondents are comes under age group of above 16-20 years, 30%

respondents are comes under age group 21-30 years, 24% respondents are comes

under age group of 31-40 years and 16% respondents are comes under age above

41 years.

Graph 2

Inference: It is observed that respondents who comes under age of 20 to 40 years

are more confident about the topic and respondents who comes under age of 20

had little knowledge about the green marketing.

Under 1610%

16-2120%

21-3030%

31-4024%

more than 4016%

Under 16 16-21 21-30 31-40 more than 40


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Question no. 3: Occupation of respondents

Table 3

Respondent occupation No of respondents Percentage

a. Students 18 36%

b. Professionals 25 50%

c. Entrepreneurs 7 14%

Total 50 100%


Analysis: Out of total respondents there 36% respondents are students, 50%

respondents are professionals and 14% of respondents are Entrepreneurs.

Graph - 3

Inference: Employees or professional are more comfortable with the topic,

students and entrepreneurs comparatively less comfortable with the issues.

Students36%

Professionals50%

Entrepreneurs14%

OCCUPATION

Students Professionals Entrepreneurs


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Question no. 4 Sources of creating awareness about green marketing

Table 4

Sources No of respondent Percentage

a. Television 5 10%

b. Newspaper 10 20%

c. Friends/Family 6 12%

d. Internet 5 10%

e. Television and Newspaper 8 16%

f. Newspaper and Internet 16 32%

Total 50 100%

Source: Primary data

Analysis: Sources of information for respondents are: 10% of respondents are

get to know about green marketing through Television, 20% respondents know

through Newspapers, 12% of respondents know through Friends and Family,

10% of the respondents know through the Internet, 16% of respondents know

about topic through Television and Newspaper and 32% of respondents know

about green marketing through Newspaper and internet.

Graph 4

Inference: It is observed that respondents get to know about green marketing

through various sources of information. Among various available sources of

information maximum respondents get information through Newspaper and

Internet than Newspaper, television and friend/family.

Television, 10%

Newspaper, 20%

Friends/Family, 12%

Internet, 10%

Television, Newspaper,

16%,

Newspaper and Internet, 32%

SOURCE OF AWARENESS


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Question no. 5 Awareness about green products

Table 5

Response No of respondents Percentage

a. Yes 44 88%

b. No 6 12%

Total 50 100%


Analysis: Here information that got through analysis about level of awareness of

green or eco-friendly products are 88% of the respondents said they know and

12% of the respondents said that they are does not know.

Graph 5

Inference: It is observed that result what we got is positive response from the

respondents. They are aware about green products and services and sometime

they consider environment while making their purchase decision.

Yes88%

No 12%

AWARENESS ABOUT GREEN PRODUCTS

Yes No


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Question no. 6 Participation in green marketing campaign…

Table 6


a. Yes 22 44%

b. No 28 56%

Total 50 100%


Analysis: Among total respondents they answer in the question of participation

of any campaign to green marketing their responses are: 44% of the respondents

are participated and 56% of the respondents are not participated.

Graph 6

Inference: It is observed through the analysis of data here we can say that result

is positive. From all respondent whom this question was asked from them

students and some professionals are participated for green marketing or

environmental issues campaign in their schools and organizations. Organizations

have responsibility to protect environment and they are doing well. Promotion of

green marketing is a part of CSR activity, where organizations do work for

society welfare and sends their employees to participate.

44%

56%

0%

10%

20%

30%

40%

50%

60%

Yes No

participation of respondents

No of respondent


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Question no. 7 Product preference while selecting….

Table 7

Preference No of respondents Percentage

a. Often 13 26%

b. Sometime 14 28%

c. Rare 16 32%

d. Never 7 14%

Total 50 100%


Analysis: Through above mentioned data here we can say that, 26% consumers

prefer to purchase eco-friendly product and services often, 28% of consumers

prefer to purchase eco-friendly products sometime, 32% consumers purchases

rarely eco products and services and 14%% consumers do not consider

environmental issues while selecting products and services.

Graph 7

Inference: It is observed From above analysis in inference here we can say that

some of the respondents consider to buy eco-friendly products while making

purchase decisions and some are choose rarely because of the trends and good

looks. From total respondents some of them said that green are good in quality

but very expensive.

26.00% 28%32%

14.00%

OFTEN SOMETIME RARE NEVER

No o

f re

spondent

Response

Product preference


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Question no. 8 Respondents assigning primary preference Eco-Friendly product.

Table 8

Response Respondent Percentage

a. Yes 18 36%

b. No 32 64%

Total 50 100%


Analysis: Among all respondents 36% of consumers primarily prefers eco-

friendly products while selecting and 64% of consumers do not consider

environment at the time of product selection.

Graph 8

Inference: It is observed from above analysis we found respondents does not take

their purchasing decision to keeping environment in mind. They prefer to buy

product and services those are cheap and good in quality.

Yes36%

No64%

Primary preference about product

Yes No


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Question no. 9 Satisfaction level with quality and price of green marketing

products

Table 9

Response No of respondent Percentage

a. Yes 38 76%

b. No 12 24%

Total 50 100%


Analysis: Among sample selected for study 76% of the consumers are satisfied

with the quality and price of the products and services.

24% consumers are satisfied with the quality of product but they are not satisfied

with the price.

Graph 9

Inference: It is observed through the data analysis about response of respondents

towards green product quality and price more of the respondents said that they

are satisfied with the product quality and price and some of them are satisfied

with the quality of goods and services but they want all these product in less cost.

76%

24%

0%

10%

20%

30%

40%

50%

60%

70%

80%

Yes No

No o

f re

spondent

Satisfaction Level

Satisfaction


30


Question No. 10 Will you continue to buy Eco-Friendly products?

Table 10


a. Yes 22 44%

b. No 28 56%

Total 50 100%


Analysis: Among all respondents 44% of the consumers will prefer eco-friendly

product for their future purchase and 56% of the consumers says they do not want

product which are made by recyclable materials because those products are

expensive.

Graph 10

Inference: From analysis of the above data it is observed that from total

respondent more than 56% of the respondent are not sure about their purchase.

They said they did not do planning for things they prefer products and services

as requirement and on their budget. Where 44% of the respondents said that they

keep environment in their mind most of the time while making purchase decisions

and in future also they will purchase environmentally safe products.

44.00%

56.00%

0.00%

10.00%

20.00%

30.00%

40.00%

50.00%

60.00%

Yes No

Resp

ondent

Response

Continue prefer Eco-Friendly Products


31


Question No. 11 Does Green marketing and its sources of advertising are good

source of information about products and services?

Table 11


Agree 28 56%

Neutral 12 24%

Disagree 10 20%

Total 50 100%


Analysis: 56% of respondent believe advertisement create awareness among

consumers about green products and services, 24% of respondent say

advertisement and other campaign does not affects people preferences, means

advertisement affects neutral and 20% of respondent says advertisement does

not make any sense.

Graph 11

Inference: In inference it is observed that we can say that there are 56% of

respondents said that they are agreed with the sources of advertisement or

information, they also want from Government, business firms and journal public

to participate to make healthy environment. Among total respondents some of

the respondents are neutral to this question they think this type of initiative does

not doing anything. They also give their opinion they said as we are improving

our life style and Nation is also developing to meet their people need. As we

know development of the nation will not possible without affecting

Agree56%Neutral

24%

Disagree20%

Sources of information

Agree Neutral Disagree


32


environment. Some the respondent said that these sources of information not up

to the mark. They suggest that advertisement or campaigns should be operated

in small towns and rural areas because people from these areas are not aware

about environmental issues.


33


Question no. 12 Is Green Marketing activities resulting better product?

Table 12


a. Agree 36 72%

b. Neutral 10 20%

c. Disagree 4 8%

Total 50 100%


Analysis: In answer of question about does green marketing activities helps

better product, from total respondents 72% of respondents agreed with this

statement, 20% of respondent are neutral about this statement and 8% of

respondent are disagree with statement.

Graph 12

Inference: It is observed that more than 72%% of the respondents are in favour

of promotion of green marketing because it helps environment and helps human

being and animals to live healthy. Whereas 20% of the respondent said it is not

making any difference and less than 8% of respondent said it is affecting the

business operation.

Agree72%

Neutral20%

Disagree8%

RESPONSE IN %


34


Question No. 13 Why do companies opting green marketing?

Table 13

Sources No of respondents Percentage

a. Government pressure 24 48%

b. Competitive pressure 5 10%

c. As a part of CSR 16 32%

d. Immense opportunity 5 10%

Source: Primary data

Analysis: For the answer of the question why companies are opting green

marketing strategy their responses are: 48% of respondent says that they are doing

because of government pressure, 10% of respondent says that they are doing

because of competitive pressure, 32% of respondent says that they are doing

because of environment protection is a part of CSR activities and 10% of

respondent says that this is because of immense opportunity and they want to cash

it.

Graph 13

48%

10%

32%

10%

No of respondent

Government pressure

Competitive pressure

As a part of CSR

Immense Opportunity


35


Inference: From the above analysis from total respondent some believe that

government and organizations are participating on such kind of activities because

of the government pressure. Some said they are doing because they want to

survive in the market and operate their operation continuously. Some of the

respondents said that organisations or business concerns are doing such kind of

activities because they have pressure from government to perform through as a

part of CSR activity and some of the respondents said the reason behind going

green is because of the immense opportunities and government support.


36


Question No. 14 Do you think Green marketing helps organization to build their

image in the mind of consumers?

Table 14


a. Yes 31 62%

b. No 19 38%

Total 50 100%


Analysis: Among all respondents they give their opinion about the question:

62% respondent says that promotion of green product helps their image in front

of consumers, 38% respondent says this type of activity does not do anything

with their image.

Graph 14

Inference: Respondents about the question that is promotion of green marketing

helping organizations to build their image in the eyes of the consumers, they said

yes these type of activities helping business firm’s image in the eyes of consumer.

Consumers believe if company or organisation producing their goods and

services which not harm environment. They will also care about their customers.

Where in 38% of the respondent said it is not necessary that these activities builds

business firms image in the mind of the consumers.

62.0

0%

38.0

0%

Y E S N O

NO

OF

RE

SP

ON

DE

NT

RESPONSE

CREATS GOOD IMAGE


37


Question No.15 Do you think companies that focus on environment protection for

those persuading consumer is easy or not?

Table 15


a. Agree 13 26%

b. Neutral 19 38%

c. Disagree 18 36%

Total 50 100%


Analysis: Companies those are targeting consumers through use of recyclable

products easily persuade consumer: 26% respondent believe in this statement,

38% respondent says its effect is neutral and 36% respondents are disagree with

this statement.

Graph 15

Inference: Among total respondent only 26% of the respondents believe that its

helps business firm’s to maintain their customers for longer time, whereas 38%

of the respondents said that promoting green products do nothing for the

customers, reason behind this view they said consumer choose their products and

services according to the situation and among total respondent 36% of the

respondents said they are not agree with this statement they said most of the time

consumers look for the new fashion and trend.

26.00%

38.00%36%

0.00%

5.00%

10.00%

15.00%

20.00%

25.00%

30.00%

35.00%

40.00%

Agree Neutral Disagree

No.

of

resp

ondent

Response

Persuading consumer


38


Question no. 16 Green marketing includes:

Table 16

Changes No of

respondents

Percentage

a. Product modification 24 48%s

b. Changes in production

process

3 6%

c. Change in packaging 6 12%

d. Modifying advertising 4 8%

e. All of the above 11 22%

Total 50 100%


Analysis: For the answer of green marketing includes: from total respondents:

48% says product modification is green marketing, 6% says changes in

production process, 12% says changes in packaging, 8% says modifying

advertisement is green marketing and 22% says all of the above involves in green

marketing.

Graph 16

Inference: From total respondents we came with conclusion that is there is

difference in view of consumers towards product. Some said product

modification is a green marketing, some said that change in production process

is green marketing, some said that changes in packaging is green marketing, some

of the respondents said change in advertising is green marketing and some of the

respondent said that all of these includes in the green marketing.

48%

6.00%

12%8%

22.00%

0%

10%

20%

30%

40%

50%

60%

Productmodification

Changes inproduction

process

Changes inpackaging

Modifyingadvertising

All of the aboe

No o

f re

sponden

t

Response

No of respondent


39


Question no. 17 Do you think green marketing helps to grow healthy

environment?

Table 17


a. Yes 43 86%

b. No 7 14%

Total 50 100%


Analysis: To the answer of question do green marketing helps in healthy

environment they says: 86% of respondent says that yes green marketing helping

environment and 14% of respondent says it is helping but not as should be.

Graph 17

Inference: It is observed that almost all of the respondents agreed with this that

green marketing is helping to grow healthy environment but some of them said

promoting green marketing is comparatively expensive than promoting regular

product.

Yes86%

No14%

Consumers view

Yes No


40


Question no. 18 Do you think green marketing is protecting environment give your

opinion?

Table 18


a. Yes 39 78%

b. No 11 22%

Total 50 100%


Analysis: To the answer of question respondent give their opinion are: 78% of

respondent says yes promotion of green marketing is helping environment, 22%

of consumers says no promotion of green marketing is not helping. Some also

said that green products are not success because of high price.

Graph 18

Inference: From the total respondent it is observed that there are 78% of the

respondents said that promoting green marketing is good and it will not improve

environment but also improve health hum all living beings. Whereas 22% of the

respondents said that promoting green marketing is good thing but it create

problems for the business firms. They said promotion of the green marketing is

not the task of private organisation. They said government is forcefully imposing

them to do CSR activities.

78%

22%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

Yes No

NO

OF

RE

SP

ON

DE

NT

CONSUMER

Consumer views


41


Question no. 19. What are the target areas where should green marketing

promotion will more effective?

Table 19

Areas No of respondents Percentage

a. Household products 18 36%

b. Transportation 14 28%

c. Electronics item 6 12%

d. Household and transportation 5 10%

e. Transportation and technology 7 14%

Total 50 100%


Analysis: To the answer of this question their suggestions are:36% of respondent

says household products should made of through using recyclable component that

will not harm environment, 28% of respondent give their suggestion in favour or

transportation. They said uses of machinery are reason for air pollution, 12% of

respondent said that electronics items are responsible for pollution environment,

10% said that household and transportation are the reason for polluting

environment and 14% said that transportation and electronic products are reasons

for polluting environment.

Graph 19

Inference: From the total it is observed more than 36% of the respondents said that

promotion of green and recyclable product and services promoted in household

sector because most of the products used in home are generates huge amount of

pollutants which affects the environment. After household items more than 42% of

the respondents said Transportation and use of technology is generating problem for

environment so they want to have vehicle and machinery which are eco-friendly.

36%

28%

12%10.00%

14.00%

Householdproducts

Transportation Electronic items Household andtransportation

Technology andelectronics

No o

f re

spondent

Response


42


Chapter 4

Findings, Suggestions and Conclusion


43


4.1 Findings

Through the analysis of collected data I found some point which need to share

that are….

Most of consumers are aware about eco-friendly products and services and they

want to use all that but they want all these products on their budget.

Eco-friendly products are comparatively quite expensive to normal product.

Out of the total respondents 30 were male and 20 were female.

37% of the respondents were under the age group of 21-30.

Most of the respondents were working professionals.

There are many sources of creating awareness about environmental friendly

products. Television, Newspaper, Internet, personal interactions are the most

important one. Out of all these, newspaper appears to be the important source

of creating awareness about green marketing.

Awareness about green marketing is picking up now a days, as people are using

more and more environmental friendly products.

Most of the respondents prefer to buy green products, despite the fact that they

are little expensive.

Surprisingly 68% of the respondents replied they want to buy green products

but, cost effectiveness is very important to them. Hence they haven’t

prioritized.

The Green marketing channels doesn’t create the necessary awareness about the

products.

Government regulations compels the organizations in going for environmental

friendly products.

Competitive pressure also forces them to think about green products.

Green marketing certainly helps in creating a healthy environment.


44


4.2 Suggestions

Through the analysis of collected data I found some suggestions that are:

1. Green or eco-friendly product contain good quality but they are more expensive

than regular products. Companies we are producing eco-friendly products

should try to reduce cost.

2. Government and business concerns should have work together for creating

awareness among consumers.

3. Consumers also wants to participate on such campaigns but the lack of others

support they are no doing any think. They need some initiative with this issue.

4. Opportunities in this field: It appears that all types of consumers, both individual

and industrial are becoming more concerned and aware about the natural

environment. In a 1992 study of 16 countries, more than 50% of consumers in

each country, other than Singapore, indicated they were concerned about the

environment.

5. A 1994 study in Australia found that 84.6% of the sample believed all

individuals had a responsibility to care for the environment. A further 80% of

this sample indicated that they had modified their behavior, including their

purchasing behavior, due to environmental reasons. As demands change, many

firms see these changes as an opportunity to be exploited.

6. Given these figures, it can be assumed that firms marketing goods with

environmental characteristics will have a competitive advantage over firms

marketing non-environmentally responsible alternatives.

7. McDonald's replaced its clam shell packaging with waxed paper because of

increased consumer

8. Concern relating to polystyrene production and Ozone depletion [Gifford 1991,

Hume 1991].

9. Tuna manufacturers modified their fishing techniques because of the increased

concern over driftnet

10. Fishing, and the resulting death of dolphins [Advertising Age 1991].

11. Xerox introduced a "high quality" recycled photocopier paper in an attempt to

satisfy the demands of firms for less environmentally harmful products.


45


12. This is not to imply that all firms who have undertaken environmental marketing

activities actually improve their behavior. In some cases firms have misled

consumers in an attempt to gain market share.

13. In other cases firms have jumped on the green bandwagon without considering

the accuracy of their behavior, their claims, or the effectiveness of their

products. This lack of consideration of the true "greenness" of activities may

result in firms making false or misleading green marketing claims.

It was found that some challenges with green marketing that is: No matter why

a firm uses green marketing there are a number of potential problems that they

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 environmental

marketing. For example marketers in the US must ensure their green marketing

claims can meet the following set of criteria, in order to comply with the FTC's

guidelines. Green marketing claims must;

• Clearly state environmental benefits;

• Explain environmental characteristics;

• Explain how benefits are achieved;

• Ensure comparative differences are justified;

• Ensure negative factors are taken into consideration; and

• Only use meaningful terms and pictures.

Another problem firm’s face is that those who modify their products due to

increased consumer concern must contend with the fact that consumers'

perceptions are sometimes not correct. Take for example the McDonald's case

where it has replaced its clam shells with plastic coated paper. There is ongoing

scientific debate which is more environmentally friendly. Some scientific

evidence suggests that when taking a cradleto-grave approach, polystyrene is

less environmentally harmful. If this is the case McDonald's bowed to

Consumer pressure, yet has chosen the more environmentally harmful option.

When firms attempt to become socially responsible, they may face the risk that

the environmentally responsible action of today will be found to be harmful in

the future. Take for example the aerosol industry which has switched from CFCs


46


(chlorofluorocarbons) to HFCs (hydro fluorocarbons) only to be told HFCs are

also a greenhouse gas. Some firms now use DME (dimethyl ether) as an aerosol

propellant, which may also harm the ozone layer [Debets 1989]. Given the

limited scientific knowledge at any point in time, it may be impossible for a firm

to be certain they have made the correct environmental decision. This may

explain why some firms, like Coca-Cola and Walt Disney World, are becoming

socially responsible without publicizing the point. They may be protecting

themselves from potential future negative backlash, if it is determined they

made the wrong decision in the past.

While governmental regulation is designed to give consumers the opportunity

to make better decisions or to motivate them to be more environmentally

responsible, there is difficulty in establishing policies that will address all

environmental issues. For example, guidelines developed to control

environmental marketing address only a very narrow set of issues, i.e., the

truthfulness of environmental marketing claims [Schlossberg 1993]. If

governments want to modify consumer behavior they need to establish a

different set of regulations. Thus governmental attempts to protect the

environment may result in a proliferation of regulations and guidelines, with no

one central controlling body.


47


4.3 Conclusion

Now this is the right time to select ―Green Marketing‖ globally. It will come

with drastic change in the world of business if all nations will make strict roles

because green marketing is essential to save world from pollution. From the

business point of view because a clever marketer is one who not only convinces

the consumer, but also involves the consumer in marketing his product. Green

marketing should not be considered as just one more approach to marketing, but

has to be pursued with much greater vigor, as it has an environmental and social

dimension to it. With the threat of global warming looming large, it is extremely

important that green marketing becomes the norm rather than an exception or just

a fad. Recycling of paper, metals, plastics, etc., in a safe and environmentally

harmless manner should become much more systematized and universal. It has

to become the general norm to use energy-efficient lamps and other electrical

goods.

Marketers also have the responsibility to make the consumers understand the

need for and benefits of green products as compared to non-green ones. In green

marketing, consumers are willing to pay more to maintain a cleaner and greener

environment. Finally, consumers, industrial buyers and suppliers need to

pressurize to minimize the negative effects on the environment-friendly. Green

marketing assumes even more importance and relevance in developing countries

like India.

Thus an environmental committed organization may not only produce goods that

have reduced their detrimental impact on the environment, they may also be able

to pressure their suppliers to behave in a more environmentally "responsible"

fashion. Final consumers and industrial buyers also have the ability to pressure

organizations to integrate the environment into their corporate culture and thus

ensure all organizations minimize the detrimental environmental impact of their

activities.


48


First create awareness about Green marketing to the household consumers,

because most of the housewives those uses the products and services and not

aware about the uses of the products and services.


49


Chapter 5

Learning Experience: Bibliography, Annexure and Detail of account

work done


50


5.1 Learning Experience

Based on the study I get to know some very important information about the green

marketing and its sustainability. As we know green marketing is a new concept

to the world and difficult to adopt. Through the analysis of the collected data and

information I found consumers are aware about the environmental issues but they

do not care about the environment, while them making their purchase decision. I

found that Government and Organizations should have to pay their attention

towards creating awareness among consumers, about the uses of the products and

services.

My learning was fully satisfied with the objectives. Green marketing:

Opportunities and Challenges focuses current scenario of world and Indian about

the issues of environment. Through study I found environmental issue is the

biggest problem for the world to deal because these days environment affects by

the use of the products and services and its cause unhealthy environment.

China is a country which is facing major problem because of the pollution.

In India its metro cities also affected by the environment pollution. Non eco-

friendly products and serviced not only affects environment but also make

changes in climate conditions, creates health issues for public and animals.

For the betterment of the environment not only Government and large scale

organizations but small scale industries, retailer and the consumers have to pay

attention towards the environmental issues.


51


5.2 Bibliography

www.legacymax.co.in (Legacymax by shiv kumar)

Electronic green journal (http://escholarship.org/uc/item/49n325b7)

International Journal of Innovations in Engineering and Technology (IJIET)

Kotler, Philip. Marketing Management – The Millennium Edition Prentice Hall

of India

Private Limited, New Delhi

Brahma, M. & Dande, R. (2008), The Economic Times, Mumbai.

Mathur, L.K., Mathur, I. (2000).An Analysis of the wealth effect of green

marketing

strategies, Journal of Business Research, 50(2), 193-200.

Prothero, A. & Fitchett, J.A. (2000). Greening Capitalism: Opportunities for

Green

Community. Journal of Macro marketing, 20(1), pp. 46-56.

Sanjay K. Jain & Gurmeet kaur (2004), Green Marketing: An Attitudinal and

Behavioral

Analysis of Indian Consumers, Global Business Review, Vol.5 no. 2 187-205.

www.google.com

www.greenmarketing.net/stratergic.html

http://en.wikipedia.org/wiki/Green_marketing

European journal of Economic and Political Studies

Asia pacific journal of marketing and management issues

Assistant Professor R. Venketesh project guide at CIMS

http://www.legacymax.co.in/

http://escholarship.org/uc/item/49n325b7

http://www.greenmarketing.net/stratergic.html


52


5.3 Annexure

Questionnaire

Green marketing: Challenges and opportunities

I am Rahul Shukla here to conduct a survey on the topic “Green

marketing: challenges and opportunities”. Please give your

important view about the topic.

Green marketing-Green marketing, also alternatively known as environmental

marketing and sustainable marketing, refers to an organization's efforts at

designing, promoting, pricing and distributing products that will not harm the environment.

Name…………………………………….

1) Gender of the respondent

a) Male b) Female

2) Age of respondents

a) Under 16 b) 16-21 c) 21-30

d) 30-40 e) 49-50 f) Above 50

3) Occupation of the respondents

a) Student b) Professional

c) Businessman

4) If yes, then which source of media?

a) Television b) Newspaper c) Friends/Family

d) Magazines e) Internet

5) Are you aware about the eco-friendly products?

a) Yes b) No


53


6) Have you been participated for any such campaign?

a) Yes b) No

7) Do you consider the environmental aspect of the product while buying

them?

a) Very often b) Often c) Sometime

d) Rarely e) Never

8) Do you primarily prefer to buy eco-friendly product?

a) Yes b) No

9) Are you satisfied with the quality and price of eco-friendly products?

a) Yes b) No

10) Would you like to continue buy eco-friendly products?

a) Yes b) No

11) Do you think that green marketing and its advertising are good source of

information about green product and services?

a) Highly agree b) Agree c) Neutral

d) Disagree e) Highly disagree

12) Do you think green marketing activities results in better product?

a) Highly agree b) Agree c) Neutral

d) Disagree e) Highly disagree

13) Why do companies opt for this strategy?


54


a) Government pressure b) Competitive pressure

c) As a part of CSR d) Immense opportunity

14) Do you think green marketing strengthen company’s image in the mind of

consumers?

a) Yes b) No

15) Do you think that companies that focus on environmental concerns

persuade consumers?

a) Agree b) Neutral c) Disagree

16) Green marketing includes:

Highly

agree

Agree Neutral Disagree Highly

disagree

a. Product modification

b. Changes in production

process

c. Packaging change

d. Modifying advertising

e. All of the above

17) Do you think promotion of green marketing will help to grow the healthy

environment?

a. Yes b) No

18) Give your opinion on whether green marketing is protecting environment as

it did before?

Ans-

……………………………………………………………………………………

……………………………………………………………………………………

…………………!

19) According to you which are the main target areas for promoting green

marketing?

Ans-

……………………………………………………………………………………

……………………………………………………………………………………

…………………………….!


55


5.4 Detail of account work done

Week Dates Work

Carried

Out

Initials

of Co-

Guide

Signature

of

Faculty

Guide

I

II

III

IV

rahul original pro.123

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