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1.1 INTRODUCTION

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 and/or packaged in an environmentally friendly way.
While green marketing is growing greatly as increasing numbers of consumers are
willing to back their environmental consciousnesses 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.

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1.2 OBJECTIVES OF THE STUDY

 To study the impact of green marketing on the consumer buying behavior.

 To discuss the need for green marketing in Indian retail sector.
 To study the present scenario & potential of green marketing in Sitarganj.
 To study the challenges faced by green marketers in Sitarganj.

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1.3 SCOPE OF THE STUDY

Green marketing concept emerges from societal marketing (Kotler, 1999). Green
marketing is an attempt to characterize a product as being environmental friendly (eco-
friendly). It holds the view that marketing which is a part of business not only has to
satisfy customers in particular, but also has to take into account the interests of society in
general. That is, all those who are affected by the activities of a business should be kept
in mind when setting the objectives and the policies of an organization. This has already
helped to increase the recent trend towards the “greening” of the companies

My research study is on the green marketing but specifically on consumers ‘attitudes and
purchase intention of eco-friendly products. It has been the global concern for the
purpose of the preservation of the polluting and degradation of environment. Many
studies have been done on the green marketing exploring the importance of the topic and
relationship to the attitude and purchasing behavior of the consumers of eco-friendly
products. Through the vital information provided by the expertise, competent and
experience researchers, companies have understood the importance of green marketing in
order to produce eco-friendly products.

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2.1 LITERATURE REVIEW

Green marketing has been an important academic research topic since it

came.(Coddinton.1993;Fuller;1999;Ottman,1994).Attention was drawn to the subject in
the late 1970‘s when the American Marketing Association organized the first ever
workshop on ―Ecological marketing‖ in 1975 which resulted in the first book on the
subject entitled ―Ecological Marketing‖ by Henion and Kinnear in 1976.

Henion and Kinnear (1976)1 offer a definition of ecological marketing..…..

[E]ecological marketing is concerned with all marketing activities: (1) that served to help
environmental problems, and (2) that may serve to provide a remedy for environmental
problems. Thus, ecological marketing is the study of the positive and negative aspects of
marketing activities on pollution, energy depletion and non energy resource depletion.

Speer Tibbett (1977)2 has highlighted some of factors which affect the growth and
development of ‘Green Marketing’ since 1970s period, initiated by some of
manufacturers and market researchers of this period. It was the “take off stage” and
subsequently the notion of ‘Green marketing’ caught momentum.

John Grant (1977)3 who has presented this notion in the form of his ‘manifesto’ among
his contemporaries. Green marketing was given prominence in the late 1980s and 1990s
begun in Europe in the early 1980s when certain products were found to be harmful to the
environment and society as a whole. Consequently new types of products were created,
called “Green product” that would cause less damage to the environment. The term
"Green marketing" refers to the planning, development and promotion of products or
services that satisfy the needs of consumers for quality, output, accessible prices and
service, without however a negative affect on the environment, with regard to the use of
raw material, the consumption of energy etc

Schwartz and Miller (1991)4 report that a recent Roper Organization study found
approximately 78 percent of adult Americans believe that society must make major
strides in the improvement of the environment.

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Peter Kangis (1992)5, proposes that the challenges both for marketing specialists and for
consumers, raised by the concept of green marketing, are due to several issues, such as
the lack of an acceptable definition for green marketing, the absence of a clear
understanding of cause-and-effect relationships in matters affecting the environment, and
the overt and covert reasons for concern about such issues.
Mintu and Lozada (1993)6 have defined green marketing as “the application of
marketing tools to facilitate exchanges that satisfy organizational and individual goals in
such a way that the preservation, protection, and conservation of the physical
environment are upheld”.
Coddington and Walter (1990)7 are embracing as environmental marketing: “Marketing
activities that recognize environmental stewardship as a business development
responsibility and business growth opportunity is what I mean by environmental
marketing”. The environmental marketer adds the environment to the standard mix of
decision-making variables.
Vasanthkumar N. Bhat (1993)8 suggests since inputs, manufacturing processes,
distribution, use and disposal methods are decided during the design stage, any company
venturing out with a green marketing program must start with green design. Presents
source reduction and waste management strategies to cut down wastes, and also presents
a method to compare green design alternatives which can provide designers with
guidance to select superior designs. As a product must meet several criteria, suggests a
concurrent rather than sequential product development approach. Concludes with tips for
top management to improve green design in their organizations. .

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1.1 INTRODUCTION

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 and/or packaged in an environmentally friendly way.
While green marketing is growing greatly as increasing numbers of consumers are
willing to back their environmental consciousnesses 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.

keys to successful green marketing.

.Green marketing and its impact on consumer buying behavior Babita Saini India,
Research Scholar Abstract: Green marketing is going to be proactive topic with it steps into
the world of the consumers where consumers are not only aware for the multiple brands
and their perceived quality but also they have started to pay more attention to the
environment and thereby becoming more eco friendly. Therefore the companies are also
exploring the various ways for communicating with the customers so that customers can be
retained as loyal for long by adopting green management For green marketing to be
effective, you have to do three things; be genuine, educate your customers, and give them
the opportunity to participate.

1) Being genuine means that a) that you are actually doing what you claim to be doing
in your green marketing campaign and b) that the rest of your business policies are
consistent with whatever you are doing that's environmentally friendly. Both these

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conditions have to be met for your business to establish the kind of environmental
credentials that will allow a green marketing campaign to succeed.

2) Educating your customers isn't just a matter of letting people know you're doing
whatever you're doing to protect the environment, but also a matter of letting them know
why it matters. Otherwise, for a significant portion of your target market, it's a case of
"So what?" and your green marketing campaign goes nowhere.

3) Giving your customers an opportunity to participate means personalizing the

benefits of your environmentally friendly actions, normally through letting the customer
take part in positive environmental action.

Unfortunately, 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 Environmentally 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
"ecotourist" facilities, i.e., facilities that "specialize" in experiencing nature or operating
in a fashion that minimizes their environmental impact.

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.

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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 non-energy resource depletion.”

This early definition has three key components –

1) It is a subset of the overall marketing activity;
2) It examines both the positive and negative activities; and
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 any 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.
The 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.”

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

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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.

WHAT ARE “GREEN PRODUCTS” OR “ENVIRONMENTAL PRODUCTS”

Although no consumer product has a zero impact on the environment, in business, the
terms “green product” and “environmental product” are used commonly to describe those
that strive to protect or enhance the natural environment by conserving energy and/or
resources and reducing or eliminating use of toxic agents, pollution, and waste.

Greener, more sustainable products need to dramatically increase the productivity of

natural resources, follow biological/ cyclical production models, encourage
dematerialization, and reinvest in and contribute to the planet’s “natural” capital.
Escalating energy prices, concerns over foreign oil dependency, and calls for energy
conservation are creating business opportunities for energy-efficient products, clean
energy, and other environmentally sensitive innovations and products.

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ONE OF THE MOST COMMONLY USED GREEN PRODUCTS – THE PHILIPS
CFL

WHY IS GREEN MARKETING IMPORTANT?

The question of why green marketing has increased in importance is quite simple and
relies on the basic definition of Economics:
“Economics is the study of how people use their limited resources to try to satisfy
unlimited wants.”

Thus mankind has limited resources on the earth, with which she/he must attempt to
provide for the worlds' unlimited wants. In market societies where there is "freedom of
choice", it has generally been accepted that individuals and organizations have the right
to attempt to have their wants satisfied. As firms face limited natural resources, they must
develop new or alternative ways of satisfying these unlimited wants. Ultimately green
marketing looks at how marketing activities utilize these limited resources, while
satisfying consumers wants, both of individuals and industry, as well as achieving the
selling organization's objectives.

THE SYMBOL USED TO DENOTE RECYCLABLE ITEMS.

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 BENEFITS OF GREEN MARKETING

WHY ARE FIRMS USING GREEN MARKETING?

When looking through the literature there are several suggested reasons for firms
increased use of Green Marketing. Five possible reasons cited are:

a) Organizations perceive environmental marketing to be an opportunity that can be

used to achieve its objectives;
b) Organizations believe they have a moral obligation to be more socially
responsible;
c) Governmental bodies are forcing firms to become more responsible;
d) Competitors' environmental activities pressure firms to change their
environmental marketing activities; and
e) Cost factors associated with waste disposal, or reductions in material usage forces
firms to modify their behavior.

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 DELHI’S FAMOUS CNG AUTORICKSHAW

1. OPPORTUNITIES

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. 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.

 McDonald's replaced its clam shell packaging with waxed paper because of
increased consumer concern relating to polystyrene production and Ozone
depletion.
 Tuna manufacturers modified their fishing techniques because of the increased
concern over driftnet fishing, and the resulting death of dolphins.
 Xerox introduced a "high quality" recycled photocopier paper in an attempt to
satisfy the demands of firms for less environmentally harmful products.

2. SOCIAL RESPONSIBILITY

Many firms are beginning to realize that they are members of the wider community and
therefore must behave in an environmentally responsible fashion. This translates into
firms that believe they must achieve environmental objectives as well as profit related

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objectives. This results in environmental issues being integrated into the firm's corporate
culture. Firms in this situation can take two perspectives;
1) They can use the fact that they are environmentally responsible as a marketing
tool; or
2) They can become responsible without promoting this fact.

An example of a firm that does not promote its environmental initiatives is Coca-Cola.
They have invested large sums of money in various recycling activities, as well as having
modified their packaging to minimize its environmental impact. While being concerned
about the environment, Coke has not used this concern as a marketing tool. Thus many
consumers may not realize that Coke is a very environmentally committed organization.

Another firm who is very environmentally responsible but does not promote this fact, at
least outside the organization, is Walt Disney World (WDW). WDW has an extensive
waste management program and infrastructure in place, yet these facilities are not
highlighted in their general tourist promotional activities.

SOME COMPANIES THAT USE GREEN MARKETING AS SOCIAL

RESPONSIBILITY.

3. GOVERNMENTAL PRESSURE

As with all marketing related activities, governments want to "protect" consumers and
society; this protection has significant green marketing implications. Governmental
regulations relating to environmental marketing are designed to protect consumers in
several ways,
1) Reduce production of harmful goods or by-products;
2) Modify consumer and industry's use and/or consumption of harmful goods; or

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 3) Ensure that all types of consumers have the ability to evaluate the
environmental composition of goods.

Governments establish regulations designed to control the amount of hazardous wastes

produced by firms. Many by-products of production are controlled through the issuing of
various environmental licenses, thus modifying organizational behavior. In some cases
governments try to "induce" final consumers to become more responsible. For example,
some governments have introduced voluntary curb-side recycling programs, making it
easier for consumers to act responsibly. In other cases governments tax individuals who
act in an irresponsible fashion. For example in Australia there is a higher gas tax
associated with leaded petrol.

4. COMPETITIVE PRESSURE

Another major force in the environmental marketing area has been firms' desire to
maintain their competitive position. In many cases firms observe competitors promoting
their environmental behaviors and attempt to emulate this behavior. In some instances
this competitive pressure has caused an entire industry to modify and thus reduce its
detrimental environmental behavior. For example, it could be argued that Xerox's
"Revive 100% Recycled paper" was introduced a few years ago in an attempt to address
the introduction of recycled photocopier paper by other manufacturers.

5. COST OR PROFIT ISSUES

Firms may also use green marketing in an attempt to address cost or profit related issues.
Disposing of environmentally harmful by-products, such as polychlorinated biphenyl
(PCB) contaminated oil are becoming increasingly costly and in some cases difficult.
Therefore firms that can reduce harmful wastes may incur substantial cost savings. When
attempting to minimize waste, firms are often forced to re-examine their production
processes. In these cases they often develop more effective production processes that not
only reduce waste, but reduce the need for some raw materials. This serves as a double
cost savings, since both waste and raw material are reduced.

SOME PROBLEMS WITH GOING GREEN

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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 cradle-to-
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.

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GREEN HOUSE GASES AND THEIR SOURCES

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 HOW TO DO GREEN MARKETING

THE 3 Cs OF MARKETING GREEN PRODUCTS

The analysis of past research and marketing strategies finds that successful green
products have avoided green marketing myopia by following three important principles:
“The Three Cs” of consumer value positioning, calibration of consumer knowledge, and
credibility of product claims.

1. Consumer Value Positioning –

The marketing of successfully established green products showcases non-green consumer
value, and there are at least five desirable benefits commonly associated with green
products:
1.1. Efficiency and cost effectiveness;
1.2. Health and safety;
1.3. Performance;
1.4. Symbolism and status; and
1.5. Convenience.

Additionally, when these five consumer value propositions are not inherent in the green
product, successful green marketing programs bundle (that is, add to the product design
or market offering) desirable consumer value to broaden the green product’s appeal. In
practice, the implication is that product designers and marketers need to align
environmental products’ consumer value (such as money savings) to relevant consumer
market segments (for example, cost conscious consumers).

1.1. Efficiency and Cost Effectiveness

The common inherent benefit of many green products is their potential energy and
resource efficiency. Given sky-rocketing energy prices and tax incentives for fuel-
efficient cars and energy saving home improvements and appliances, long-term savings
have convinced cost-conscious consumers to buy green.

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1.2 Health and Safety

Concerns over exposure to toxic chemicals, hormones, or drugs in everyday products

have made health and safety important choice considerations, especially among
vulnerable consumers, such as pregnant women, children, and the elderly. Because most
environmental products are grown or designed to minimize or eliminate the use of toxic
agents and adulterating processes, market positioning on consumer safety and health can
achieve broad appeal among health-conscious consumers. Sales of organic foods, for
example, have grown considerably in the wake of public fear over “mad cow” disease;
antibiotic- laced meats, mercury in fish, and genetically modified foods. Mainstream
appeal of organics is not derived from marketers promoting the advantages of free-range
animal ranching and pesticide free soil. Rather, market positioning of organics as
flavorful, healthy alternatives to factory-farm foods has convinced consumers to pay a
premium for them.

1.3 Performance

The conventional wisdom is that green products don’t work as well as “non-green” ones.
This is a legacy from the first generation of environmentally sensitive products that
clearly were inferior. Consumer perception of green cleaning agents introduced in health
food stores in the 1960s and 1970s, for example, was that “they cost twice as much to
remove half the grime.” Today, however, many green products are designed to perform
better than conventional ones and can command a price premium. For example, in
addition to energy efficiency, front-loading washers clean better and are gentler on
clothes compared to conventional top-loading machines because they spin clothes in a
motion similar to clothes driers and use centrifugal force to pull dirt and water away from
clothes. By contrast, most top-loading washers use agitators to pull clothes through tanks
of water, reducing cleaning and increasing wear on clothes. Consequently, the efficiency
and high performance benefits of top-loading washers justify their premium prices.

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1.4 Symbolism and Status

As mentioned earlier, the Prius, Toyota’s gas-electric hybrid, has come to epitomize
“green chic.” According to many automobile analysts, the cool-kid cachet that comes
with being an early adopter of the quirky-looking hybrid vehicle trend continues to partly
motivate sales. Establishing a green chic appeal, however, isn’t easy. According to
popular culture experts, green marketing must appear grass-roots driven and humorous
without sound

THE GREEN CHIC SYMBOL

In business, where office furniture symbolizes the cachet of corporate image and status,
the ergonomically designed “Think” chair is marketed as the chair “with a brain and a
conscience.” Produced by Steelcase, the world’s largest office furniture manufacturer, the
Think chair embodies the latest in “cradle to cradle” (C2C) design and manufacturing.

1.5 Convenience

Many energy-efficient products offer inherent convenience benefits that can be

showcased for competitive advantage. CFL bulbs, for example, need infrequent
replacement and gas-electric hybrids cars require fewer refueling stops—benefits that are
highlighted in their marketing communications. Another efficient alternative to
incandescent bulbs are light emitting diodes (LEDs): They are even more efficient and
longer-lasting than CFL bulbs; emit a clearer, brighter light; and are virtually unbreakable
even in cold and hot weather. LEDs are used in traffic lights due to their high-
performance convenience.

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2. Calibration of Consumer Knowledge
Many of the successful green products in the analysis described here employ compelling,
educational marketing messages and slogans that connect green product attributes with
desired consumer value. That is, the marketing programs successfully calibrated
consumer knowledge to recognize the green product’s consumer benefits. In many
instances, the environmental benefit was positioned as secondary, if mentioned at all.
Changes made in EPA’s Energy Star logo provide an example, illustrating the program’s
improved message calibration over the years. One of Energy Star’s early marketing
messages, “EPA Pollution Preventer,” was not only ambiguous but myopically focused
on pollution rather than a more mainstream consumer benefit. A later promotional
message, “Saving The Earth. Saving Your Money.” better associated energy efficiency
with consumer value, and one of its more recent slogans, “Money Isn’t All You’re
Saving,” touts economic savings as the chief benefit. This newest slogan also encourages
consumers to think implicitly about what else they are “saving”—the logo’s illustration
of the Earth suggests the answer, educating consumers that “saving the Earth” can also
meet consumer self-interest.

3. Credibility of Product Claims

Credibility is the foundation of effective green marketing. Green products must meet or
exceed consumer expectations by delivering their promised consumer value and
providing substantive environmental benefits. Often, consumers don’t have the expertise
or ability to verify green products’ environmental and consumer values, creating
misperceptions and skepticism. As exemplified in the case of Mobil’s Hefty
photodegradable plastic trash bag described earlier, green marketing that touts a product’s
or a company’s environmental credentials can spark the scrutiny of advocacy groups or
regulators. For example, although it was approved by the U.S. Food and Drug
Administration, sugar substitute Splenda’s “Made from sugar, so it tastes like sugar”
slogan and claim of being “natural” have been challenged by the Sugar Association and
Generation Green, a health advocacy group, as misleading given that its processing
results in a product that is “unrecognizable as sugar.”

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3.1. Third Party Endorsements and Eco-Certifications

Expert third parties with respected standards for environmental testing (such as
independent laboratories, government agencies, private consultants, or nonprofit
advocacy organizations) can provide green product endorsements and/ or “seals of
approval” to help clarify and bolster the believability of product claims. The “Energy
Star” label, discussed earlier, is a common certification that distinguishes certain
electronic products as consuming up to 30 percent less energy than comparable
alternatives. The U.S. Department of Agriculture’s “USDA Organic” certifies the
production and handling of organic produce and dairy products.

SOME ECO-LABELS AND CERTIFICATIONS

Green Seal and Scientific Certification Systems emblems certify a broad spectrum of
green products. Green Seal sets specific criteria for various categories of products,
ranging from paints to cleaning agents to hotel properties, and for a fee, companies can

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have their products evaluated and monitored annually for certification. Green Seal has
certified the Hyatt Regency in Washington, DC, for the hotel’s comprehensive energy
and water conservation, recycling programs, and environmental practices. By contrast,
Scientific Certification Systems (SCS) certifies specific product claims or provides a
detailed “eco-profile” for a product’s environmental impact for display on product labels
for a broad array of products, from agricultural products to fisheries to construction.

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STRATEGIES AND ADVANTAGES OF GREEN MARKETING

STRATEGIES FOR SUCCESS

Many marketers now grow their businesses by addressing specific environmental issues
that are most relevant to their consumers. In the process, they save money and enhance
corporate and brand imagery while ensuring future sales for their products. Use the
following strategies to create profitable new or improved products and packages that
balance consumers’ needs with environmental considerations.

1. Minimize Direct Environmental Impact

2. Use Sustainable Sources of Raw Material

The prospect of rapidly depleting stocks of natural resources and the resulting
reality of price increases create opportunities for alternative technologies and new
efficiency with product design. For example, paper doesn’t have to come from trees; in
fact, alternative sources may be preferable. Promising new sources include kenaf, a fast-
growing bamboo grown in the southern US, and hemp, which is naturally pest resistant,
can be bleached with peroxide instead of chlorine, and produces a fiber more versatile
than fiber from trees.

3. Source-Reduce Products and Packaging

In the Pollution Prevention Act of 1990, the United States Congress declared "that
pollution should be prevented or reduced at its source whenever feasible." Since the
cost savings associated with source reduction are roughly parallel to the amount of
packaging eliminated, the tenets of this law are not only good for the environment, they
are good for business. Less packaging also means less energy required for manufacturing
and transportation and less pollution from the production of packaging itself.

To source-reduce, consider light weighting products and packages. For example, S.C.
Johnson’s steel aerosol cans use 35 percent less tin than the cans of the late 1980s.
Concentrate products. Super concentrated laundry detergents, including Lever Brothers’

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Wisk Power Scoop, now account for half of the $2.1-billion powder laundry cleaners sold
in America.

Package in bulk for refilling. Refills used by all-purpose cleaners, to use less packaging
per product and save consumers money. Multi-purpose products such as shampoo-and-
conditioner-in-one also help to cut down on duplication.

4. Conserve Natural Resources, Habitats, and Endangered Species

5. Use Recycled Content

According to the Environmental Defense Fund, recycling:

 cuts pollution and conserves natural resources

 conserves energy
 can be cost-competitive with land-filling and incineration if sensibly designed and
implemented
 creates jobs and reduces costs in manufacturing sectors that are an important part
of our economy.

With the help of innovative technologies, the use of recycled content in consumer
products has skyrocketed in the last decade. Products that formerly boasted 10 percent
recycled content may now incorporate as much as 100 percent post-consumer content.
Where even as recently as five years ago, recycled content was limited mostly to paper,
glass, metals, and some plastic laundry bottles, now an entire array of high quality
products including clothing, garden furniture, paint, and motor oil are closing the loop.

6. Make Products Energy Efficient

Individuals directly consume about 40 percent of the energy used in the U.S. for
such things as powering cars, lighting, heating and cooling homes, and running
appliances. In the process, they contribute about 40,000 pounds of carbon dioxide
emissions a year. However, many thousands of pounds can be eliminated by simple

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actions. In fact, the California Energy Commission estimates that cost-effective
investments could reduce total U.S. electricity demand by 40 percent to 75 percent.

7. Maximize Consumer and Environmental Safety

Scientific data and empirical evidence continue to link various illnesses with consumer
products made from synthetic chemicals. According to the EPA, formaldehyde in wood
paneling causes wheezing, organic gases in carpeting cause liver damage,
perchloroethylene used to dry-clean clothing causes headaches, and VOCs (volatile
organic compounds) in cleaning products cause nausea. Many illnesses can be traced to
indoor pollution, which has been proven to be ten times more toxic than its outdoor
counterpart.

Consumers’ concerns about product safety translate into opportunities for

alternative home construction and cleaning products.

8. Make Products More Durable

As demonstrated by historical sales pitches for Maytag Washers and Volvo Cars,
consumers value durable appliances and automobiles. Thanks to environmental concerns,
long product life will increasingly become a source of added value and an indicator of
quality and convenience in many other industries as well.

9. Make Products and Packaging Reusable or Refillable

The throwaway convenience culture is making way for reuse and refilling as
alternatives to land-filling, incineration, and even recycling.

10. Design Products for Remanufacturing, Recycling, and Repair

Landfill disposal bans are in force across the nation for such highly toxic items as lead-
acid batteries, tires, used motor oil, paints, and refrigerators. Due to such legislative
pressures as well as extended producer responsibility laws in Europe, a growing number
of manufacturers now design their products for remanufacture, recycling, and repair, and
help set up the infrastructures for doing so. Smart marketers are turning these imperatives
into opportunities to save money, enhance quality and get closer to their customer.

33
11. Make Products Safe for Disposal

12. Make Products and Packaging Compostable

In nature, everything is recycled. Waste for one organism becomes food for
another. According to EPA, 40 percent of our solid wastes are biodegradable materials
that can be effectively composted into humus, an organic matter that can enrich gardens
and agricultural soils. This has important implications for businesses, and a number of
innovative designers are developing products with this idea in mind.

THE SEVEN STRATEGIES OF GREEN MARKETING SUCCESS

The currency of the green business world is innovation, flexibility, change and heart.
New rules have emerged from the cloud of green marketing dust kicked up in the late
1980s and early 1990s. We know better what works - and what does not. Seven strategies
that work are listed in below:

Ottman Consul ting’s Seven Winning Strategies of Green Marketing

1.Do you homework, Understand the full range of environmental, eco-nomic, political &
social issue that effect your consumer and your product & services.
2. Create new product and services that balance the Consumer desire’s for high quality,
Convenience with minimal environmental impact over the life of the product.
3. Empower consumer with solutions help them understand the issues that effect the
business.

34
4. Establish credibility for your marketing efforts.
5. Built Coalition with Corporate environmental stakeholders.
6. Communicate with your Corporate Commitment & project your value.
7. Don’t quite continuously strive for “zero” environment impact of your product &
process.

GREEN MARKETING OPPORTUNITIES

Equipped with a better grasp of ecological issues, enlightened businesspeople voluntarily

adopt environmentally responsible business practices. A growing number of CEOs now
appreciate the link between environmental responsibility and more efficient - and
profitable - business practices. And more and more business communicators know how to
use green marketing strategies to take advantage of opportunities to boost their corporate
environmental images.

MORE PROFITS –
Many companies, and especially those in such highly polluting industries as chemicals,
oil, and electrical power generation, now have management systems in place to make
sure corporate environmental profiles and products exceed consumers’ expectations.
Today, major U.S. corporations conduct environmental audits and recycle their waste.
Countless others upgrade their facilities with energy-efficient technologies. Such steps
reduce operating costs and liability while boosting profits.
Producing eco-efficient products creates less waste, uses fewer raw materials and saves
energy, too. Thanks to innovative manufacturing processes suggested by highly
motivated and environmentally trained employees, Interface, the world's largest producer
of commercial carpeting, projects a savings of more than $35 million by the end of 1997.
The changes required for making and marketing environmentally sensitive products
enhances employee morale and productivity with a payoff in improved customer relations
and overall returns on investment. Enhanced corporate imagery ensues, and this can help
attract investors and top talent.

COMPETITIVE ADVANTAGE –

35
Many marketers now know that being the first to the shelf with an environmental
innovation brings competitive advantage. Since 1993, Rayovac introduced Renewal
brand reusable alkaline batteries and redefined the market for re-chargeable. With 50
percent of the production capacity for phosphate detergents, German-based Henkel
pioneered the market for zeolites and claimed market leadership when their consumers
shifted to phosphate-free detergents. Philips Lighting, inventors of compact fluorescent
lighting technology, stood ready when businesses and electric power utilities came
calling for replacements for energy-guzzling incandescent. Wellman, Inc., has expanded
its business definition from plastics recycler to pioneers in the market for branded
polyester fiber made from used Coke bottles.
Many of these leaders have been showered with any number of eco-accolades now
offered by industry, media, government or environmental groups. One example is the
Special Edison Award for Environmental Achievement bestowed by the American
Marketing Association. It has been won by Fortune 1000 firms including 3M and Procter
and Gamble as well as by a raft of up-and-coming firms with a deep-green orientation
like Natural Cotton Colours, Patagonia, and Tom’s of Maine.
Young, aggressive competitors adept at capturing the imaginations and winning the
hearts of highly desirable environmentally and socially conscious customers are
introducing some of the most exciting green products. The success of Patagonia
outerwear, Stonyfield Farm Yogurt, and Tom’s of Maine toothpaste suggest that
consumers now have higher expectations for the products they buy and that quality is an
image that no longer stands apart from environmental impact.
Looking to cash in on the potential for future green-oriented sales, well-established mass
marketers now shop for green companies with promising green brands; recent
acquisitions include Earth’s Best Baby Foods (by Heinz), Murphy’s Oil Soap (Colgate-
Palmolive), EarthRite Cleaning Products (Reckitt & Colman). After nearly two decades
of compromising on quality –and languishing on once-dusty health food store shelves as
a result–today’s crop of green products finally embody all that consumers demand: an
opportunity to clean up the mess without having to give up price or quality. With the
deepened consumer confidence in green products that results, the market becomes
legitimized.

INCREASED MARKET SHARE –

36
Times are tough for marketers of branded products. Brand loyalty is near all time lows,
and the percentage of Americans who feel that some brands are worth paying more for is
declining. In this tough, competitive climate, environmental compatibility breaks ties at
the shelf. Pragmatic consumers skew purchases to those products and packages that must
be recycled or otherwise safely disposed of in their communities. All else being equal,
many consumers look to do their bit by happily switching brands, or "boycotting" those
companies and products deemed environmentally sound and boycotting the brands of
companies with disappointing environmental track records.
Theses growth opportunities have not been lost on such market leaders as Procter &
Gamble, McDonald's, and Compaq. They offer the greenest of mainstream products and
take pains to project environmentally appropriate corporate images. Pick up a bottle of
Tide laundry detergent and learn how it is "phosphate-free," contains "biodegradable
cleaning agents," and is packaged in a "recycled-content" bottle. Check out the basic
brown paper carry-out bags and speckled (recycled) napkins at McDonald's (they are now
testing "Earth Shell" compostable food wraps), and buy a Compaq PC emblazoned with
the Energy Star energy-saving designation.
Many executives would be shocked to discover just how many consumers are
aware of - and act upon - their knowledge of corporations’ track records for
environmental, and also social, responsibility. In one poll conducted by the Porter Novelli
public relations firm, for example, consumers were five times more apt to believe that a
company’s record on the environment was an "important" factor in their purchasing
decisions than corporate executives believed.

BETTER PRODUCTS –
While much brand switching is conducted in the name of altruism, what attracts many
consumers to greener products is quite simply the prospect of higher quality: water-
saving showerheads slash energy bills, concentrated laundry detergents are easier to carry
and store, and nontoxic garden products are safer for children. Except these enhanced
primary benefits–of performance, convenience, price, and safety, for example–that
accompany environmental improvements to continue to propel the market for
environmentally preferable products in the years and decades ahead.

PERSONAL REWARDS –

37
Green marketing offers a rare opportunity to integrate one’s values into the workplace.
Creating products that are more in sync with nature allows one to personally contribute to
environmental cleanup and help ensure a more secure future for our children.
A mind once expanded never goes back to where it was. No longer content to
promise consumers that their clothes will become "whiter than white" or breath that is
"fresher than fresh", green marketers–like their bosses who manage for a double bottom
line–cultivate higher levels of satisfaction and reward. They offer their consumers the
prospect of healthier, more fulfilled lives, and the power to make the world a better place.

GREEN MARKETING-NEED

In the present scenario, challenge is to keep the customers as well as consumers in fold
and even keep our natural environment safe – which is the biggest need of the time.
Companies may loose many loyal and profitable customers and consumers due to
absence of green management. 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. In a nutshell
most of the companies are venturing into green marketing because of the following
reasons:

38
  In India, around 25% of the consumers prefer environmental-friendly products,
and around 28% may be considered healthy conscious. Therefore, green
marketers have diverse and fairly sizeable segments to cater to.
 Many companies have started realizing that they must behave in an environment-
friendly fashion and believe both in achieving environmental objectives as well as
profit related objectives.
 Various regulations recently framed by the government to protect consumers and
the society at large led to the adoption of Green marketing as a compulsion rather
than a choice. For example, the ban of plastic bags in many parts of the country,
and prohibition of smoking in public areas, etc.
 Many companies take up green marketing to maintain their competitive edge.

GREEN MARKETING –GETTING SUCCESS-

To be successful green marketing companies there are a few fundamental rules that will
go a long way in shaping the future of the business in the coming years. The fundamental
strategy is to use the Four P's suitably modified to meet the needs of Green Marketing,
but there are a few points that are needed to be stressed on before embarking on Strategy.
They are:

1. Knowing thy Customer: Means making sure that the consumer is aware of
and concerned about the issues that your product attempts to address, without
which success in green marketing will be difficult to achieve.

2. Educating thy customer: Means educating the people the reasons as to

whatever you're doing is not only to protect the environment, but also matters of
letting them know why it matters. Otherwise, for a significant portion of your
target market, it's a case of "So what?", ―Does it matter to me?‖ and your green
marketing campaign goes nowhere.

3. Genuineness & Transparency to thy customer: It shows that a) In reality you

are actually practicing, what you claim to be doing in your green marketing

39
 campaign and b) your business policies are in lieu with whatever you are doing
that's eco friendly. Both these conditions have to be met for your business to
establish the kind of environmental credentials that will allow a green marketing
campaign to succeed.

4. Reassuring thy Buyer: Means that the customers must be made to believe that
the product being offered shall fulfill the objective or purpose for which it has
been purchase i.e.-no compromise in product quality in the name of the
environment.

5. Pricing for thy customer: Means making sure that consumers can afford the
premium and feel it's worth it, which is being charged for your product, as many
environmentally preferable products cost more due to economies of scale and use
of higher-quality ingredients.

6. Giving thy customers an opportunity to participate: Means personalizing

the benefits of your environmentally friendly actions, normally through letting the
customer take part in positive environmental action, at same time keep in view the
changed expectations of the customers.

The Four Ps of Green Marketing

Like conventional marketers, green marketers must address the ‗Four Ps‘ in new
perspective in view of changed scenario:

Product- Marketers wanting to exploit emerging green market either:

 Identify customers‘ environmental needs and develop products to address these

needs; or

 Develop environmentally responsible products to have less impact than

competitors.

 The increasingly wide variety of products on the market that support sustainable
development and are good for the triple bottom line include:

 Products made from recycled goods.

40
  Products that can be recycled or reused.

 Efficient products, which save water, energy or gasoline, save money and reduce
environmental impact.

 Products with environmentally responsible packaging.

 Products with green labels, as long as they offer substantiation.

 Organic products — many consumers are prepared to pay a premium for organic
products, which offer promise of quality.

 A service that rents or loans products – such as toy libraries.

 Certified products, which meet or exceed environmentally responsible criteria.

Price

 Pricing is a critical element of the marketing mix. Most customers are prepared to
pay a premium if there is a perception of additional product value.

 This value may be improved performance, function, design, visual appeal or taste.
Environmental benefits are usually an added bonus but will often be the deciding
factor between products of equal value and quality.

 Environmentally responsible products, however, are often less expensive when

product life cycle costs are taken into consideration.

Place

 The choice of where and when to make a product available has a significant
impact on the customers being attracted.

 Very few customers go out of their way to buy green products merely for the sake
of it. Marketers looking to successfully introduce new green products should, in

41
 most cases, position them broadly in the market place so they are not just
appealing to a small green niche market.

 The location must also be consistent with the image which a company wants to
project. The location must differentiate a company from its competitors. This can
be achieved by in-store promotions and visually appealing displays or using
recycled materials to emphasize the environmental and other benefits.

Promotion

 Promoting products and services to target markets includes paid advertising,

public relations, sales promotions, direct marketing and on-site promotions.

 Smart green marketers will be able to reinforce environmental credibility by using

sustainable marketing and communications tools and practices. For example,
many companies in the financial industry are providing electronic statements by
email, e-marketing is rapidly replacing more traditional marketing methods, and
printed materials can be produced using recycled materials and efficient
processes, such as waterless printing.

 Retailers, for example, are recognizing the value of alliances with other
companies, environmental groups and research organizations when promoting
their environmental commitment. To reduce the use of plastic bags and promote
their green commitment, some retailers sell shopping bags, under the banner of
the Go Green Environment Fund.

 The key to successful green marketing is credibility. Never overstate

environmental claims or establish unrealistic expectations, and communicate
simply and through sources that people trust.

 Promote your green credentials and achievements. Publicize stories of the

company‘s.

42
CURRENT SCENARIO-NT 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.

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.

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. The 2011, top 10 Green Brands in India are:

1. AMUL

2. Dabur India ltd.

43
3. Infosys

4. Taj Hotels

5. Britannia Industries ltd.

6. Suzlon

7. Hindustan Unilever Ltd.

8. Wipro technologies ltd

9. Maruti Udyog ltd.

10. Godrej Consumer Products

The findings emphasize that today situation being both green and consumer friendly is
the only mantra for long term success.

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.

GREEN MARKETING- CHALLENGES

Although a large number of firms are practicing green marketing, it is not an easy job as
there are a number of problems which need to be addressed while Implementing Green
marketing. The major challenges to Green marketing which have to be faced are:

44
New Concept-Indian literate and urban consumer is getting more aware about the merits
of Green products. But it is still a new concept for the masses. The consumer needs to be
educated and made aware of the environmental threats. The new green movements need
to reach the masses and that will take a lot of time and effort

Cost Factor- Green marketing involves marketing of green products/services, green

technology, green power/energy for which a lot of money has to be spent on R&D
programmes for their development and subsequent promotional programs which
ultimately may lead to increased costs.

Convincing customers-The customers may not believe in the firm’s strategy of Green
marketing, the firm therefore should ensure that they undertake all possible measures to
convince the customer about their green product, the best possible option is by
implementing Eco-labeling schemes. Eco-labeling schemes offer its ―approval‖ to
―environmentally less harmless‖ products. In fact the first eco-label program was
initiated by Germany in 1978. Sometimes the customers may also not be willing to pay
the extra price for the products.

Sustainability- Initially the profits are very low since renewable and recyclable products
and green technologies are more expensive. Green marketing will be successful only in
long run. Hence the business needs to plan for long term rather than short term strategy
and prepare for the same, at the same time it should avoid falling into lure of unethical
practices to make profits in short term.

Non Cooperation- The firms practicing Green marketing have to strive hard in
convincing the stakeholders and many a times it may fail to convince them about the long
term benefits of Green marketing as compared to short term expenses.
Avoiding Green Myopia- Green marketing must satisfy two objectives: improved
environmental quality and customer satisfaction. Misjudging either or overemphasizing
the former at the expense of the latter can be termed ―green marketing myopia.‖

In short firms using green marketing must ensure that their activities are not misleading
to the consumers or the industry, and do not breach any of the regulations or laws dealing

45
with environmental marketing. The green marketing claims of a firm must do the
following in order to overcome the challenges:

1. Clearly state environmental benefits;

2. Explain environmental characteristics;

3. Explain how benefits are achieved;

4. Ensure comparative differences are justified;

5. Ensure negative factors are taken into consideration; and

46
3.1RESEARCH METHODOLOGY

RESEARCH DESIGN
Research Design is a map or blueprint according to which the research is to be conducted.
In the present study, the research design will be Descriptive Research Design. Descriptive
research includes survey and fact finding enquiries. The research design specifies the
method of data collection and data analysis.

DATA COLLECTION METHOD

A research design is an arrangement of conditions for collection and analysis of Data in a
manner that aims to combine relevance to the research purpose. It constitutes the
blueprint for collection, measurement and analysis of data.

47
a) Primary data: These are those data which are collected afresh and for the first
time, and thus happen to be original in character. We will be using structured
questionnaire only.
b) Secondary data: These are those which have already been collected by someone else
and which have already been passed through the statistical process. We will collect it
from the sources like internet, published data etc.

SAMPLING PLAN
SAMPLING TECHNIQUE
First step in sampling plan is to decide the Sampling Technique, Universe or Population.
We will be going to choose the sample according to the “Convenience Sampling”. Once
the universe is decided the researcher must concern himself to find: What sampling unit
should be studied?
What should be the sampling size?
What sampling procedure should be used?

UNIVERSE
The first step in developing any sample design is to clearly define the set of
objects, technically called the universe. In present research, universe will be the
ultimate and dynamic retail customers of Uttarakhand (North India).

GEOGRAPHICAL LOCATION
The present research will be conducted in Kumaun region of Uttarakhand.

SAMPLING UNIT
The basic thing is to be decided in sampling unit who is to be surveyed. In the present
study, the sampling units will be the respondents who are the ultimate and dynamic retail
consumers in Kumaun region in Uttarakhand.

48
SAMPLE SIZE
The second issue is to be decided is ‘The Sample Size’. The whole of the universe can’t
be studied in a single research work. The researcher has to select a relevant fraction of the
population or universe. In the present study the sample size will be of 100 Respondents
(Retail Consumers.

4.1 DATA ANALYSE AND INTREPRETATION

1. Are you aware of ‘green product’ or ‘Eco-friendly’ product?

Parameter No of Respondents % of Respondents

Yes 64 64%
No 0 0%
Little 36 36%
Total 100 100%

49
 % of Respondents
Yes No Little

0%
25%

11% 64%

Interpretation:
After analysis the data it is found that 64% respondent will be aware about green product
& 36% customers have little knowledge about Eco-friendly product.

2. How you become aware of “green products” or “Eco-friendly “product?

Parameter No of Respondents % of Respondents

Television 54 54%
Magazine 10 10%
Class lectures 12 12%
Newspapers 14 14%

50
 Others 10 10%
Total 100 100%

% of Respondents
Television Magazine Class lecture Newspaper Others

10%

14%

54%
12%

10%

Interpretation:
From the above study it is found that television is a successful media by which 54%
respondents become aware about green product & 14% customers aware by through
newspapers, 12% by through magazine & 10% customers aware it by through magazines
and 10% gain knowledge by through others.

3. If green feature increase the price of the product are you willing to pay more?

Parameter No of Respondents % of Respondents

Yes 50 50%
No 22 22%
Little 28 28%
Total 100 100%

51
 % of Respondents
Yes No Little

0%

28%

50%

22%

Interpretation:
From the above graph it is show that 50% respondents will say yes for pay more on green
product & 28% customer say little amount on them & 22% respondent will not ready to
pay more if the green features increase the price of the product.

4. What is the main reason that makes you willing to pay more for the “green product”?

Parameter No of % of Respondents
Respondents
Enhance the quality of life 24 24%
Environmental protection 54 54%
responsibility

52
 Getting high level of satisfaction 22 22%
Total 100 100%

% of Respondents
Enhance the quality of life Environmental protection responsibility
Getting high level of satisfaction

0%
54%
22%

22%

24%

Interpretation:
After analysis the data it is found 54% respondents give reason for paying more on the
green product because it is responsible for environmental protection & 24% customers
say it may enhance the quality of life 22% customers say the reason for pay more on
green product because they give high level of satisfaction.

5. What is the main reason that makes you not willing to pay more for the “green”
product?

Parameter No of Respondents % of Respondents

Can’t the benefits of those features 10 10%
Product Cost is too high, can’t afford them 20 20%
Government should pay for them 30 30%

53
 I am ready to pay extra for “Eco-friendly” product 40 40%
Total 100 100%

% of Respondents
Can't the benefit of those features
Product cost is too high, can't afford them
Government should pay for them
I'm ready to pay extra for Eco-frindly product

10%

40% 20%

30%

Interpretation:
From the above graph it is show that 40% respondent is always ready to pay extra for
Eco-friendly product & 30% respondents will not willing to pay more on green product
because government should pay for them & 20% think that the cost is too high & 10%
customers think that they will not give the benefit of those features.

6. Which Marketing element strongly influences your buying behavior of green products?

Parameter No of Respondents % of Respondents

Product 48 48%
Package 10 10%
Place 5 5%
Promotion 24 24%

54
 All of the above 13 13%
Total 100 100%

% of Respondents
Product Package Place Promotion All of the above

13%

48%
24%

5%
10%

Interpretation:
From the above graph it is found that 48% customers influences there buying behavior by
through the product & 24% influences by promotion strategy & 13% customers believes
in all the elements of marketing will influences their behavior & rest of the customers
influences by through package & place.

7. How much you pay for “green product”?

Parameter No of Respondents % of Respondents

Very Costly 20 20%
Costly 28 28%
Moderate 52 52%
Cheap 0 0%

55
 Total 100 100%

% of Respondents
Very costly Costly Moderate Cheap

0%
20%

52%

28%

Interpretation:
After analysis the data it is found that 52% customers pay moderate on green product &
20% say very costly & 28% customers pay costly.

8. Have you bought any green product in past 1 year?

Parameter No of Respondents % of Respondents

Yes 60 60%
No 18 18%
Not remember 22 22%
Total 100 100%

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 % of Respondents
Yes No Not remember

0%
22%

18% 60%

Interpretation:

From analysis the data it is found that 60% respondents will purchase product in past 1
year & 22% respondent may not remember about it & 18% customers will not purchase
the green product in past 1 year.

9. Have you bought or considered buying eco-friendly products available in retail

market?

Parameter No of Respondents % of Respondents

Yes 85 85%
No 15 15%
Total 100 100%

57
 % of Respondents
Yes No

0%
0%
15%

85%

Interpretation:

From the above graph there will be show that 85% respondents bought Eco-friendly
product in retail market & 15% respondents will not purchase it from retail market.

10. Do you trust the quality of eco-friendly products?

Parameter No of Respondents % of Respondents

Yes 70 70%
No 5 5%
Average 18 18%

58
 Not sure 7 7%
Total 100 100%

% of Respondents
Yes No Average Not sure

7%

18%

5%

70%

Interpretation:
After analysis the data it is found that 70% customers trust on the quality of green
product & 18% respondent say average about it.

11. Please indicate your attitude towards purchasing green product?

Parameter No of Respondents % of Respondents

Agree 66 66%
Strong agree 14 14%
Disagree 20 20%

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 Total 100 100%

% of Respondents
Agree Strong agree Disagree

0%

20%

14%

66%

Interpretation:

From the above graph it is found that 66% customers are agree for purchasing green
product & 14% strongly agree & 20% respondents is disagree from Eco-friendly
product.

5.1 FINDINGS

On the basis of survey through questionnaire, my findings are:

 Monitor the behavior of customers.

 64% respondents are aware about the green product.

60
  Almost Television is the successful media by which 54% customers become
aware about green product.
 50% customers can pay more on green product.
 Almost 54% respondents are more responsible about environmental protection.
 30% respondents will not willing to pay more on green product because the
believe government should pay for them.
 60% customers will purchase green product in past 1 year & 22% customer may
not remember about their purchasing.
 Find that the retail market is more helpful to consumers for easily bought the
green product where 85% customers will depend on retail stores.
 66% customers in the sample will agree and 14% are strong agree where 20%
disagree for purchasing green product.

5.2 SUGGESTIONS OF THE STUDY

Findings provide some interesting clues regarding customer’s perception on

environment concern and green product.

 Business executives should host workshop & seminar so as to educate customers

on environmental protection & environmental friendly product.

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 There is a powerful urge of companies to promote green branding, eco-labeling &
green packaging strategies in order to encourage a greener pattern of
consumption.

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5.3 CONCLUSION-

Green marketing is not going to be an easy concept. The firm has to plan and then carry
out research to find out how feasible it is going to be. Green marketing has to evolve
since it is still at its infancy stage. Adoption of Green marketing may not be easy in the
short run, but in the long run it will definitely have a positive impact on the firm. Green
Marketing is still in the stage of childhood in the Indian companies. The lots of
opportunities are available in Indian market.. Customers too are ready to pay premium
price for green products. This transformation in consumer‘s behavior is compelling
corporate to think about the harmful impact of their activities on the natural environment
of the world. Green marketing should not be considered as just one more approach to
marketing, instead should be pursued with greater vigor as it has societal and
environmental dimensions. Marketers also have the responsibility to make the
stakeholders aware about the need and the advantages of green products. Organizations
are now aware with the fact that without adopting green in the core of their strategy they
cannot survive in the present competitive era. Indian FMCG companies are also adopting
green to retain their image in the market. The companies are involved in various activities
to show their concern for environment as well as society, but at the same time it is
necessary for the companies to understand that Green marketing should not overlook the
economic aspect of marketing. Green marketing helps in the effective outcomes cost
cutting, employee satisfaction, waste minimization, society welfare for the companies as
well for society also. Only thing required is the determination and commitment from the
all the stakeholders of the companies. Marketers also have the responsibility to make the
consumers understand the need for and benefits of green products as compared to non-
green ones and the benefits they can reap in the future. The green marketers can expect
full support of the Government, and the consumers also will not mind paying more for a
cleaner and greener environment. Finally, consumers, industrial buyers and suppliers
need to promote the positive effects of Green marketing on the environment. Green

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marketing assumes even more importance and relevance in developing countries in the
world like India which should be path breakers and trendsetters for all others to follow.

5.4 LIMITATIONS OF THE STUDY

 Collection of primary data is very expensive and time consuming.

 The report is strictly based on the opinion of the respondents.
 Information collected and analyzed are limited which may not fully represent the
image of study.
 Lack of Responsiveness - There may be shown lack of responsibility by the
employees towards the Questionnaires.
 Time Limitations-There may be set a proper time to meet with employees and
consult with them which is too short.
 Unavailability of Proper information.
 Lack of Cooperation-Customers are not easily cooperating with me for fill the
Questionnaires.

BIBLIOGRAPHY

BOOKS

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-Kottler Philip (2003) Marketining management,eleventh edition,person
education,delhi

-kothari c.r , research methodology,vishwa prakashan,

WEBSITES

https//en. Wikipedia.ord/wiki/green-marketing

http//www.slideshare.net/kartikmehta5/presentation-on-greenmarketining-and-
ecofriendly-products

research/marketing/greenmix.html

www.greenmarketing.net/stetigic.html

REFERECES

Spear Tibbet (2017), “has highlighted some of factors which affect the growth and
development”.

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John grant , (2016) “green marketing”,stratigic direction,Vol.24 Iss:6,pp.25-27

Karl E., Henion & Thomas C. kinner(January 2018).”ecological

marketing”,ecological marketing,American marketing association.pp.168.

Mintu and Lozada (1993)6 have defined green marketing as “the application of
marketing tools to facilitate exchanges that satisfy organizational and individual goals in
such a way that the preservation, protection, and conservation of the physical
environment are upheld”.

Peter Kangis (1992)5, proposes that the challenges both for marketing specialists and for
consumers, raised by the concept of green marketing, are due to several issues, such as
the lack of an acceptable definition for green marketing

Coddington and Walter (1990)7 are embracing as environmental marketing: “Marketing

activities that recognize environmental stewardship as a business development
responsibility and business growth opportunity is what I mean by environmental
marketing”.

Vasanthkumar N. Bhat (1993)8 suggests since inputs, manufacturing processes,

distribution, use and disposal methods are decided during the design stage, any company
venturing out with a green marketing program must start with green design. Presents
source reduction and waste management strategies to cut down wastes, and also presents
a method to compare green design alternatives which can provide designers with
guidance to select superior designs

Annexure

QUESTIONNAIRE

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1.Name of respondent:

2.Gender
A)Male B)Female

3.Age
A)15-25 B)26-35 C)36-50
D)50-above

4. Education level
A) Secondary level
B) Undergraduate
C) Postgraduate
D) Higher education

5. Are you aware of ‘green product’ or ‘Eco-friendly’ product?

A) Yes B) No C) Little

6. How you become aware of “green products” or “Eco-friendly “product?

A) Television
B) Magazine
C) Class lecture
D) Newspapers
E) Others

7. If green feature increase the price of the product are you willing to pay more?
A) Yes B) No C) Little

8. What is the main reason that makes you willing to pay more for the “green product”?
A) Enhance the quality of life
B) Environmental protection responsibility

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C) Getting high level of satisfaction

9. What is the main reason that makes you not willing to pay more for the “green”
product?
A) Can’t the benefit of those features.
B) Product Cost is too high, can’t afford them.
C) Government should pay for them.
D) I am ready to pay extra for “Eco-friendly” product?

10. Which Marketing element strongly influences your buying behavior of green
products?
A) Product
B) Package
C) Place
D) Promotion
E) All of the above

11. How much you pay for “green product”?

A) Very Costly
B) Costly
C) Moderate
D) Cheap

12. Have you bought any green product in past 1 year?

A) Yes
B) No (C) Not remember

13. Have you bought or considered buying eco-friendly products available in retail
market?

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A) Yes B) No

14. Do you trust the quality of eco-friendly products?

A) Yes B) No C) Average D) Not sure

15. Please indicate your attitude towards purchasing green product?

A) Agree

B) Strong Agree

C) Disagree

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