A
Synopsis Report
On
CONSUMER PERCEPTION AND ATTITUDE TOWARDS
GREEN MARKETING PRODUCTS
Submitted in partial fulfilment of the requirements of
Bachelor of Business Administration (BBA)
Amity University, Gurgaon (Manesar)
SUBMITTED TO: SUBMITTED BY:
Dr. Ranjana Kothari Saras Verma
BBA, Semester VI
Enrolment No. A50006415006
Amity Business School
Amity University Haryana
Gurgaon (Manesar)
SESSION 2015-2018
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TABLE OF CONTENTS
1. INTRODUCTION………………………………………………………………….3-4
2. SIGNIFICANCE OF THE STUDY…………………………………………………5
3. OBJECTIVES OF THE STUDY…………………………………………………….6
4. RESEARCH METHODOLOGY……………………………………………………7
5. LIMITATIONS OF THE STUDY…………………………………………………...8
6. REVIEW OF LITERATURE…………………………………………………… 9-11
7. ORGANIZATION OF THE STUDY………………………………………………12
8. BIBLIOGRAPHY……………………………………………………………….…. 13
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INTRODUCTION
Recently, concerns have been expressed by manufacturers and customers about the
environmental impact of products. Consumers and manufacturers have directed their attention
towards environment friendly products that are presumed to be “green” or environment friendly
like low power consuming (energy-efficient) electrical appliances, organic foods, lead free
paints, recyclable paper, and phosphate free detergents. Indian marketers are also realizing the
importance of the green marketing concept. Although a variety of research on green marketing
has been conducted across the globe; little academic research on consumer perception and
preferences has been carried out in India.
Businesses need to constantly assess the latest and most attractive marketing trends. Marketing
trends can be found out by continually researching about the changes in consumer behaviour
in the marketplace. By identifying the changes in the consumer behaviour, the businesses can
modify their offering to the consumers. Consumers today are more concerned about
environmental degradation and negative impact of their uses of product and services on
environment. The reason for this concern could be visible as a result of climatic changes, global
warming and increasing air and water pollution. Thus, using green marketing by the
organizations not only provides an opportunity to meet consumer expectations and address
their environmental concerns, but also to gain a competitive advantage and a strong consumer
base. Green marketing is also termed as environmental marketing or ecological marketing.
According to American Marketing Association, marketing of products that are presumed to be
environmentally safe is called as Green Marketing. Thus, wide range of activities are covered
under green marketing, which includes modifying the product, making changes in the
production process and packaging, as well as modifying advertising or removing any activity
that impacts the environment in negative way. Today, the Earth faces more environmental
issues than ever before, hence it is imperative for companies to make and market themselves
as environment friendly. Green marketing is emerging as a popular promotional strategy owing
to increased consumer awareness and concerns. The concept of green or ecological marketing
calls upon businesses to follow ethical and green practices while dealing with customers,
suppliers, dealers, and employees. Companies have started marketing themselves as green
companies. Even the Public-Sector Units and state governments are now paying a lot of
attention towards environmental issues such as global warming, pollution, or water
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contamination and have started taking steps to prevent environmental pollution. In a recent
survey conducted by National Geographic Society and the international polling firm Globescan
(2010) to determine consumers’ green attitude called “Consumer Greendex”, the top scoring
consumers were in the developing economies of India, Brazil and China while industrialized
countries ranked at the bottom. Consumers showing the largest increase in environmentally
sustainable behaviour were in India, Russia and the United States (Howeet al., 2010). A
company to be successful in green marketing requires to be committed to operate in
environmentally friendly ways.
Green Products and marketing practices
Actually, there is no consensus on what exactly is green. There is no accepted definition of
green product. However, based on different definitions of green marketing, some common
characteristics of products generally accepted as green are:
[Link] efficient (both in use and in production)
[Link] efficient (both in use and in production)
[Link] emitting (low on hazardous emissions)
[Link] and/or healthy products
[Link] and/or with recycled content
[Link] (long-lasting)
[Link]
[Link]
[Link] products
[Link] party certified to public or transport standard (e.g., organic, certified wood)
11. Originally grown or locally produced
This research provides a brief review of environmental issues and identifies the green values
of the consumers, their level of awareness about environmental issues, green products and
practices. This paper highlights the consumers’ perception and preferences towards green
marketing practices and products with the help of a structured questionnaire.
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SIGNIFICANCE OF THE STUDY
Research inculcates scientific and inductive thinking and it promotes the development of
logical habits of thinking and organization.
Research is an original contribution to the existing stock of knowledge, making for its
advancement. It is the pursuit of truth with the help of studies, observation, comparisons and
experiments.
Research has its special significance in solving various operational and planning problems of
business and industry.
A business faces many types of marketing problems regarding its product, price, place and
promotion. It also faces problems about product design, packaging, branding, marketing
channels, advertising, customer satisfaction levels etc. These aspects make it imperative for the
marketers to conduct marketing research.
This research seeks to conduct a detailed investigation on consumer outlook towards Green
Products in the existing market scenario:
• This report helps in better understanding of various components of the Green Marketing
industry from the consumer point of view.
• It is beneficial to the management of various companies as it is providing a clear picture
of factors influencing the customers to select a particular product, consumer awareness
and decision-making process regarding Green Products.
• The suggestions arrived at after the data analysis can be considered by managers across
the industry during decision making.
• The readers will gain new insights into the Green Marketing Industry from the
consumers’ standpoint.
• The study will be beneficial for any future research conducted on the topic of Green
Marketing and its Consumer Perception.
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OBJECTIVES OF THE STUDY
• To determine the consumer awareness levels about the Green Marketing Industry.
• To gauge the level of environmental concern shown by customers while making purchases.
• To understand the consumer perception of Green products.
• To identify the factors influencing consumer purchase behavior towards Green products.
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RESEARCH METHODOLOGY
Research Design:
1. Descriptive Research Design, since focus of the study is on:
- Formulating set objectives.
- Describing the characteristics of certain groups/ populations.
- Selecting a sample for collection of precise and accurate information in an
unbiased way.
- Carefully processing and analysing the data
- Reporting the findings clearly
2. Exploratory Research Design, since it helps the study by:
- Clarifying concepts through secondary data
- Increasing researcher’s familiarity with problem
- Using its findings as complementary to the descriptive design of the study
Data Collection Methods:
1. Source of Primary Data Collection
- Questionnaires
2. Sources of Secondary Data Collection
- Books and Magazines
- Reports and publications associated with the research
- Internet
Universe of the study:
Consumers located in Delhi – NCR
Sample Size:
100 units
Sampling Method:
Convenience Sampling
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LIMITATIONS OF THE STUDY
• The sample size was limited due to time constraint, lack of proper resources and the nature
of the research. Hence, the study may not reflect the public opinion at large or reveal the
broader picture.
• The authenticity of the answers by the respondents cannot be verified.
• The answers by the respondents may be inaccurate due to lapse in memory or skewed
judgement about their past behavior and also personal bias.
• Cost constraints limited the scope of the study.
• The information gathered and analyzed is of relevance according to the present market
conditions and its credibility may change in the future.
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REVIEW OF LITERATURE
A lot of literature is available regarding green marketing, green products and consumer
awareness regarding green products and perception of green products individually.
Gathered below is summarized information extracted from selective studies and other sources
regarding consumer awareness and perception of green products.
Concepts of Consumer Perception and Attitude
Alcheva et al. (2009): The process of perception consists of three elements which are exposure,
attention and interpretation within four steps: begin with receiving information from outside,
selecting information, organizing information and end with interpreting
Ranjith & Ela Goyal (2011): The study 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.
Joseph & Rupali Korlekar (2012) say that there is a scope for in-depth studies on green
marketing to be conducted in developing countries like India, not only on understanding
consumers’ perception but to study the detailed profile of such consumers who have a more
positive attitude towards green marketing and green products.
Dharmendra Mehta (2011): The study indicated that Indians are not only conscious about
their environment but also health conscious as well. This paradigm shift in attitude has made
Indian consumers attractive to green marketers. It has made the population more responsive
and aware towards green marketing appeals.
Ramanuj Majumdar (2010): According to the author, attitudes of a consumer are formed
based on how a product makes them feel. The attitudes that a person forms depend on the mood
at the time of formation of these attitudes; hence marketers try to woo a consumer in different
ways based on advertising experience, shopping experience, consumption experience The
feelings experienced during the consumption of a product influence the consumer‘s post-
consumption evaluations. Consumers are more satisfied if consumption leads to positive
feelings.
Beri (2008): The meaning of ‘attitude’ is ‘settled behaviour, as indicating opinion’. Thurstone
defined attitudes as - the sum total of man’s inclinations and feelings, prejudice or bias,
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preconceived notions, ideas, fears, threats and convictions about any specific topic. Attitude is
a subjective and personal affair. The term ‘opinion’ symbolises an attitude. In fact, it is the
verbal expression of attitude.
Hawkins and Mothersbaugh (2010) and Evans et al. (2009) noted that an individual’s
lifestyle is dramatically influenced by attitudes which are consisted of three elements: cognitive
(beliefs), affective (feelings) and behavioural (response tendencies).
Green Marketing
Rex and Baumann (2007) found that green marketing could learn lot of things from
conventional marketing in discovering other means than labelling to promote green products
like addressing a wider range of consumers, working with the positioning strategies of price,
place and promotion and actively engaging in market creation.
Ottman (2008) wrote in Marketing Daily that “the power of green lies in marketers’ hand”. It
was not engineers, lawyers or legislators that had the most power to clean up the environment.
The creative folks who have the power to design and promote cleaner products and
technologies and help consumers evolve to more sustainable lifestyles.
Chang and Fong (2010) made a survey of the consumers who had experienced purchasing
green or environmental products in Taiwan and found that green product quality and green
corporate image could bring green customer satisfaction and green customer loyalty.
Ali et al. (2011) evaluated the green purchase attitude and green purchase intention of Pakistan
consumers and found that there are many customers who have positive and high intention to
purchase green products but due to high prices and poorer qualities as compared to non-green
products then do not buy them.
Maheshwari and Malhotra (2011) found that consumers are not overly committed to their
environment and look to lay too much responsibility on industry and government.
Rao et al. (2011) suggests that if business offer environmental friendly products to consumers
with affordable prices and high quality as compared to traditional products, along these
consumers have positive intentions to purchase green products, green product purchase will be
high.
Sanjeev Kumar., [Link] (2012) identified their study the consumer was environmentally
concerned and ready to pay high yet they were not aware as to what constitutes environmentally
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friendly products. Hence, marketers need to consider efforts that are required to convert the
environment concern into environmental consumption behaviour.
V.N. Parthiban (2016) concluded in a study that Green marketing is a tool for protecting the
environment for the future generation. This is the right time to implement “Green Marketing”
globally. It will result in a change in the world of business because green marketing is essential
to save the world from pollution. Green marketing is a tool for protecting the environment for
the future generation. The study also identified the factors enhancing the attractiveness of green
products to the consumers in Chennai city.
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ORGANIZATION OF THE STUDY
The proposed study would be organized as under:
Chapter 1: Introduction
This chapter will include a detailed discussion of the industry in focus, the major players in it,
and an introduction of the subject matter of the research itself.
Chapter 2: Objective & Methodology
The significance of the study, its objectives, scope of the study and the research methodology
used to conduct the research for the study will all be included in this chapter. This would
include the nature of the proposed study, type and source of data collected along with the
methods used for the same.
Chapter 3: Conceptual Framework
A brief theoretical backdrop and literature review about the project is required to be given like
referring to some standard textbooks, journals, magazines, newspaper, etc. Attempt will be
made to collect updated information by scanning the latest articles published in periodicals,
journals, etc. along with relevant information found on the internet.
Chapter 4: Data Analysis
In this chapter, presentation and analysis of primary data will be shown in detail after
interpreting the results obtained from the Questionnaires and from the secondary data collected
from published records. These will be systematically analyzed and tables, graphs, diagrams
will also be used wherever necessary to present the data. Every table / data will be followed by
a suitable interpretation.
Chapter 5: Findings and Recommendations
Based on data analysis presented in the earlier chapter, relevant observations and inferences
shall be made / drawn. Some points of conclusion will be arrived at. In the second part of this
chapter, practical suggestions and recommendations are to be given which will be helpful to
the industry players as a whole.
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BIBLIOGRAPHY
Journals and Papers
❖ Alcheva, V., Cai, Y., & Zhao, L. (2009). Cause related marketing: how does a cause-
related marketing strategy shape consumer perception, attitude and behaviour?
Manuscript submitted for publication, School of Health and Society, Kristianstad
University College, Sweden.
❖ Ali, A., Khan, A. & Ahmed, I. (2011). Determinants of Pakistani Consumers Green
Purchase Behaviour: Some Insight from A Developing Country. International Journal
of Business and Social Science, 2, pp. 217 - 226.
❖ Chang, N. & Fong, C. (2010). Green Products Quality, Green Corporate Image, Green
Customer Satisfaction and Green Customer Loyalty. African Journal of Business
Management, 4, pp. 2836 – 2844.
❖ Maheshwari, A. & Malhotra, G. (2011). Green Marketing: A Study on Indian Youth.
International Journal of Management and Strategy, 2, pp. 1 - 15.
❖ Ottman, J. A. (2008). The Five Simple Rules of Green Marketing. Design
Management Review, 19, pp. 65 - 72.
❖ Parthiban, V.N. (2016). International Journal of Management and Development
Studies 5(4): 52-60 (2016)
❖ Rao, P., Basha, K. & Kumar, S. (2011). Consumers Perception and Purchase
Intentions towards Green Products, 1, pp. 63 - 74.
❖ Rex, E. & Baumann, H. (2007). Beyond Eco Labels: Green Marketing Can Learn
from Conventional Marketing. Journal of Cleaner-Production, 15, pp. 567 - 576.
❖ Sanjeev Kumar, [Link] (2012). “Consumer Awareness and Perception towards Green
Products: A Study of Youngsters in India” International Journal of Marketing &
Business Communication, Volume 1 Issue 4 October 2012 pp.35-43.
Books
❖ Evans, M., Jamal, A., & Foxall, G. (2009). Consumer Behaviour. West Sussex,
England: John Wiley & Sons Ltd.
❖ Hawkins, D.I., & Mothersbaugh, D.L. (2010). Consumer Behaviour: Building
Marketing Strategy. NY, USA: McGraw-Hill/Irwin.
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