INTRODUCTION

The term green marketing came first in the late 1980s and early 1990s due to increasing
environmental concerns. In modern times due to the emergence of large number of problems
all over the world, green marketing attained an emerging issue and is essential for promotion
and advertising of products with keeping natural environment safe and thus it has become
the biggest need of time. Consumers all over the world are aware of environmental issues.
Companies are adopting green marketing and are producing green products that have less
harmful effects on the environment, than the conventional products. With the acceptance of
the idea to conduct business with the motive “to increase profits through service”, a new
marketing concept known as green marketing has emerged.
The green marketing is the buzzword in the business industry to eliminate negative effect of
product or services offered to consumers and making the product eco-friendly. Green
marketing involves developing and promoting products and services that satisfy customer’s
wants and needs for quality, performance, affordable pricing and convenience without having
a detrimental impact on the environment. The products like paper plates and cups, eco paper
bags and eco-friendly pest eyes, food products etc. are included in the green marketing.
Green marketing is the marketing of products that are presumed to be environmentally safe.
Thus green marketing incorporates a broad range of activities include product modification,
changes to the production process, packaging changes, as well as modifying advertising. It is
the process of selling products and services based on their environmental benefits. Such a
product or services which otherwise reduce or minimize detrimental impact or environment.
A green marketing approach in productive area promotes the integration of environmental
issues on all corporate activities; from strategy formulation, planning reengineering in
production process and dealing with consumer. So to remain competitive within the challenge
thrown by environment protectionists, the company will have to find out the answer through
their marketing strategies, production or service redesign, customer handling.
In this endeavour the company go for new technologies for handling waste, sewage and air
pollution; it can go for product standardization to ensure environmentally safe product; by
providing truly natural product. In this regard company should be concerned with what
happens to product during and after its useful life. Company may manifest these concerns
through experimentation with ways to reassess the product life stages. Green marketing is the
promotional tool that influences the consumer attitude towards changing the brand. Green
marketing is the process to promote and advertise a specific product to ensure environmental
safety and also attempts to make aware about the consumption and disposal of product and
services in the manner which do not influence the environment adversely. Green marketing
also imparts awareness about global warming, bio degradable products and harmful effects
of pollutants to marketers as well as consumers and enforces them to switch to green products
and services. Moreover, man has limited resources on the earth, with which man must
attempt to provide for the worlds unlimited wants.
OBJECTIVES OF THE STUDY
• To study the consumer’s attitude towards green marketing.
• To identify the consumers awareness on green marketing
• To study the challenges in green marketing.
• To know the benefits and opportunities of green marketing strategy

SCOPE OF THE STUDY

The study mainly focuses on green marketing and green products and the level of awareness
and attitudes among the consumers. The aim is to educate the consumers about green
marketing and make them aware of the green products. It also helps understand the decisions
made by the consumers while purchasing green products and their willingness to pay. It helps
to find the problems faced by the consumers towards green marketing and products and tries
to solve it. The data collected during the project include both primary and secondary. The
primary data was collected by using questionnaire. The questionnaire was prepared to check
consumer awareness and attitude about green marketing and green product. Puri area was
selected for data collection for the study using random sampling method.

RESEARCH METHODOLOGY
A descriptive research was undertaken to meet the objectives of this study with the collection
of both secondary and primary data. The primary data was collected from respondents in Puri
city through a questionnaire designed for a sample of 50 respondents, samples from Puri city
representing, both genders, different age groups, education level, and monthly income. A
structured questionnaire for measuring consumer attitude towards green marketing has been
used. The data collected from the respondents are tabulated and analysed into logical
statements using percentage. Secondary data was collected from the available literature,
journals and web search.
Tools for Analysis :

In this study data is analysed using simple percentage method and presented using well-
structured tables. Necessary graphical representation like pie chart and bar diagram were also
made.
Percentage = Number of Respondents /Total number of Respondents * 100

LIMITATION OF THE STUDY

• Time constraints was the major problems to this project, because the stipulated time was
insufficient to carry out a detailed study.
• Due to paucity of fund the size of the sample is restricted to a few.
• The answering of questionnaire could also influenced by the cultural factors. The accuracy of
the report depends upon how honestly or sincerely the respondents have answered.
 REVIEW OF LITERATURE
Sandeen, C. (2009) has presented in her research article a working knowledge of green
marketing and practical applications of the concepts. Programmatic responses to
sustainability within continuing higher education encompass four categories. Many units
incorporate sustainability topics throughout course offerings. Sustainability content may be
addressed in other courses not devoted entirely to sustainability topics. A second approach is
integrating sustainability throughout the curriculum by asking all instructors and faculty to
address sustainability in some way within all classes. A third approach is to design a
sustainability program in the same way as other academic programs. Finally, many continuing
higher education programs are developing targeted, quick-response classes and programs to
assist adult student in making transitions to new green-collar jobs or in direct response to new
federal grant programs. The key insights of this research are though a sustainable lifestyle is
limited to innovators and early adopters, the mainstream has accepted sustainability on a
conceptual level and only a small percentage has rejected it. In order to solve the risk of green
washing, sustainability claims should be based on adequate data.

Philip Kotler (2011) recognized that the Companies need to make drastic changes in
their research-and development, production, financial, and marketing practices if
sustainability has to be achieved. The several environmental challenges to be considered in
the sustainability are change in the composition of the atmosphere, depletion of the ozone
layer, soil degradation & increased desertification, increased air and water pollution.

Mishra, P. & Sharma, P. (2010) in their article have discussed how businesses have
increased their rate of targeting green consumers, those who are concerned about the
environment and allow it to affect their purchasing decisions. The paper has identified the
three particular segments of green consumers and has explored the challenges and
opportunities businesses have with green marketing. The paper has also examined the
present trends of green marketing in India, described the reason why companies are adopting
it, future of green marketing and has concluded that green marketing is something that will
continuously grow in both practice and demand. The need for standardisation and
authenticity, lack of awareness, lack of patience and perseverance on the part of the
marketers who expect immediate results were found to be the major challenges of green
marketing.

Roger A Kerin et al (2007), Green Marketing takes many forms. It comes from product
development opportunities that emanate both from consumer research and its Pollution
Prevention Pays‖ program. This program solicits employee suggestions on how to reduce
pollution and recycle materials.
What is Green Marketing?
Green marketing is the practice of promoting products or services that are environmentally
friendly or have a positive impact on the planet. It involves incorporating sustainability
principles into various aspects of marketing, such as product design, packaging, messaging,
and promotion. Some green marketing strategies include:

• Creating eco-friendly products

• Using eco-friendly product packaging made from recycled materials
• Reducing greenhouse gas emissions from production processes
• Adopting sustainable business practices
• Marketing efforts communicating a product's environmental benefits
• Investing profits in renewable energy or carbon offset efforts

Strategies for Green Marketing

1. Making Sustainable Products:
In green marketing, businesses strive to create sustainable products that have a minimal
negative impact on the environment. This involves incorporating eco-friendly materials,
emphasising energy efficiency, and reducing resource consumption in product design and
production processes. By offering sustainable products, companies contribute to a cleaner
and more sustainable future.
2. Utilising Sustainable Resources:
Using sustainable materials is a key component of green marketing. Companies can select
recycled materials, renewable resources, or products with a smaller environmental impact.
Businesses may reduce the environmental effect of raw material extraction and aid in the
preservation of natural resources by using sustainable materials.
3. Responsible Trash Management:
Green marketing pushes companies to implement ethical waste management procedures. In
order to achieve this, programmes for recycling must be put in place, consumers must be
encouraged to recycle or properly dispose of items and waste generated throughout the
manufacturing and distribution processes must be kept to a minimum. Businesses may
lessen their environmental impact and show their commitment to sustainability by actively
managing garbage.
4. Choosing Electronic Marketing:
Alternatives to traditional marketing tactics that are less hazardous to the environment
include online advertising, e-mail marketing, and social network promotions. Businesses
may drastically cut down on the amount of paper, energy, and carbon emissions produced
by print advertising by utilising digital platforms. Electronic marketing also makes it possible
to communicate with the targeted audience in a customised way, improving resource
management.
5. Implementing Eco-friendly Energy Practices:
Implementing eco-friendly energy practices is a crucial part of green marketing. Reducing
energy use in business operations, implementing renewable energy sources (such as solar or
wind power), and enhancing energy efficiency through technical improvements are all part
of this. Companies may demonstrate their dedication to sustainability while simultaneously
lowering their carbon footprint by putting an emphasis on energy saving and sustainable
energy options.
6. Using Shipping Methods that are Conscious of Emissions:
In green marketing, efficient and sustainable shipping is essential. Businesses may use eco-
friendly packing materials, optimise shipping routes, and collaborate with logistics
companies that are committed to cutting carbon emissions. Companies may reduce the
environmental effect of product distribution and show their commitment to environmental
stewardship by using emission-conscious shipping procedures.
7. Promoting a Green Alliance:
Green marketing urges companies to join up with non-profit, environmental organisations,
or other groups that share their values. Companies may increase their joint efforts, pool
resources, and strive towards shared environmental goals by collaborating with these
organisations. Promoting a green alliance demonstrates a dedication to sustainability and
helps build a strong brand reputation with people who care about the environment.
8. Investing in the Community:
Supporting the neighbourhood is a crucial green marketing strategy. This includes lending a
hand with environmental initiatives, taking part in neighbourhood cleanup initiatives, or
donating to environmental education and awareness campaigns. Businesses may fortify their
links, develop trust, and show their dedication to the environment and the clients they serve
by actively participating in the community.

Benefits of Green Marketing

Green marketing has many benefits for businesses. It involves the use of eco-friendly materials
and processes, as well as the use of green marketing strategies to communicate the
environmental benefits of a product or service to the customer. Read on to learn about some
more common benefits of green marketing.

1. Helps Differentiate from Competitors

It can help differentiate a company from its competitors by showcasing its commitment to
sustainability. It can also create a positive reputation for the company, as it demonstrates that
the company is taking action to reduce its environmental impact. Additionally, green
marketing can help to attract new customers who are looking for a more sustainable product.

2. Benefits the Environment

Green marketing can also benefit the environment. By promoting eco-friendly products,
companies can help to reduce the number of resources used in the production, packaging,
and distribution of their products. This can help to reduce waste and pollution, as well as
conserve natural resources.
3. Helps Reduce Cost
Green marketing can also help reduce costs. By using eco-friendly packaging and materials,
companies can reduce their operational costs. Additionally, they can also benefit from
government incentives, such as tax credits, for using sustainable materials and processes.

4. Promotes Sustainable Products and Business

Green marketing has many benefits for both businesses and the environment. By promoting
sustainable products and practices, businesses can reduce their environmental impact and
increase their profits. At the same time, they can also help to create a more sustainable future
for the planet.

Challenges In Green Marketing

Need for Standardization

It is found that only 5% of the marketing messages from “Green” campaigns are entirely true
and there is a lack of standardization to authenticate these claims. There is no standardization
to authenticate these claims. There is no standardization currently in place to certify a product
as organic. Unless some regulatory bodies are involved in providing the certifications there
will not be any verifiable means. A standard quality control board needs to be in place for such
labeling and licensing.

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. By India’s ayurvedic heritage, Indian consumers do
appreciate the importance of using natural and herbal beauty products. Indian consumer is
exposed to healthy living lifestyles such as yoga and natural food consumption. In those
aspects the consumer is already aware and will be inclined to accept the green products.

Patience and Perseverance

The investors and corporate need to view the environment as a major long-term investment
opportunity, the marketers need to look at the long-term benefits from this new green
movement. It will require a lot of patience and no immediate results. Since it is a new concept
and idea, it will have its own acceptance period.

Avoiding Green Myopia

The first rule of green marketing is focusing on customer benefits i.e. the primary reason why
consumers buy certain products in the first place. Do this right, and motivate consumers to
switch brands or even pay a premium for the greener alternative. It is not going to help if a
product is developed which is absolutely green in various aspects but does not pass
the customer satisfaction criteria. This will lead to green myopia. Also if the green products
are priced very high then again it will lose its market acceptability.

Examples of green marketing in Indian companies

1. Wipro and Infosys: Wipro and Infosys’s are going green Wipro launched desktops,
laptops are known as Wipro green wares. It was the first company in India who
developed eco-sustainability in the form of energy, water efficiency and waste
management. Wipro are actively seeking to become a very green company. Wipro has
taken various initiatives to be green and the main objective of this is to become a
carbon natural, water positive and energy saving in business organization. Wipro
designs products and solutions that can minimize hazardous waste [13]. For the
purpose of enhancing ecological sustainability, WIPRO is continuously offering green
products. Wipro has adopted a number of steps for ecological-sustainability at its
corporate level also. Wipro wants to become fully carbon natural and to achieve zero
carbon emission by balancing the carbon released by the firm with equaling quantity
off set. Wipro, Infosys reduced it per capita consumption of electricity and procured
renewable energy. In future, every new building on campus follows integrated design
methods for the purpose maximize the day light and reduce heat [14]. It will construct
energy efficient building, at present also, in Wipro 18 building are certified to the
international green standard. It replaced order office equipment with new energy
saving equipment. Wipro and Infosys also installed solar panel also in their campus.
We know that solar power is 70% cheaper than power generated by diesel. Solar energy
has no adverse impact on our surrounding also. Products manufactured by these firms
are less harmful to environment.

2. Tata Metaliks Limited: This deals in mining and metal sector. It has given a green view
to reduce its carbon foot prints. The objective of Tata Metaliks Limited is to increase
the green cover through plantation, ground water, power generation and use of natural
fertilizers etc. The major green initiatives of this company is related to water utilization.
It depends entirely on the ground water or no municipal supply and it will perform a
complete water neutral operations.

3. Suzlon Energy: Suzlon energy also going green. Suzlon is the world’s 4th largest wind
power company among the greenest and best company in India. It is a renewable
company manufacturer and produce wind Turbines, now Suzlon 30% power of
renewable energy in India. It meets the need of present without compromising the
capacity of future generation to meet their needs. Its total revenue was $ 4.18 billion
in 2011.

4. Electronics sector: The consumer electronics sector provides room for using green
marketing to attract new customers. One example of this is HP's promise to cut its
global energy use 20 percent by the year 2010. To accomplish this reduction below
 2005 levels, The HewlettPackard Company announced plans to deliver energy-efficient
products and services and institute energy-efficient operating practices in its facilities
worldwide .

5. Introduction of CNG in Delhi: New Delhi, capital of India, was being polluted at a very
fast pace until Supreme Court of India forced a change to alternative fuels. In 2002, a
directive was issued to completely adopt CNG in all public transport systems to curb
pollution .

6. Maruti Udyog Ltd: Greening of Supply Chain: The company has remained ahead of
regulatory requirements in pursuit of environment protection and energy conservation
at its manufacturing facilities, and in development of products that use fewer natural
resources and are environment friendly.

Golden Rules of Green Marketing

• Know you’re Customer
• Educate your customers
• Being Genuine and transparent
• Consider your pricing
• Giving your customers an opportunity to participate
• leading brands should recognize that consumer expectations have changed
 DATA ANALYSIS AND INTERPRETATION
TABLE 1:

Table showing elements attract to buy Green products

Elements NO. of Respondents Percentage

Eco Friendly 23 46%
Durable 9 18%
Health Conscious 6 12%
Acceptable Price 4 8%
Promotion 5 10%
Designer/Company 3 6%
Image
Total 50 100%

Elements attract to buy green products

50% 46%
45%
40%
35%
30%
25%
18%
20%
15% 12%
10%
8%
10% 6%
5%
0%

Interpretation :
From the above table it is understood that, most of the respondents i.e.; 46%
were attracted due to the actual eco-friendly nature of the product, 18% were
attracted due its durability, 12% were attracted due to their health
consciousness, and 10% were attracted due to its packaging/promotion, 8%
were attracted due to its acceptable price and only 6% of the respondents were
attracted due to the designer/company image.
 TABLE 2:

Table shows the level of satisfaction regarding products

Factors No. of Respondents Percentage

Very Satisfied 7 14%
Satisfied 26 52%
Neutral 16 32%
Dissatisfied 0 0%
Very dissatisfied 1 2%
Total 50 100%

The level of satisfaction regarding products

0
1
7

16

26

Very Satisfied Satisfied Neutral Dissatisfied Very dissatisfied

Interpretation:
From the table and graph 2, it is found that 52% of the respondents
were satisfied by using green products, 32% were Neutral opinion
about their level of satisfaction, and 14% were very satisfied with the
usage of products
 Table 3:-
Table shows the hindrance of choosing green products
Hindrances No. of Respondents Percentage
Lack of Awareness 17 34%
Difficult to find 10 20%
Relatively Expensive 20 40%
Others 3 6%
Total 50 100%

The hindrance of choosing green products

0.45
40%
0.4

34%
0.35

0.3

0.25
20%
0.2

0.15

0.1
6%
0.05

0
Lack of Awareness Difficult to find Relatively Expensive Others

Interpretation:
From the table and graph 3, the data provides us the information
that 34% of the respondents are facing the hindrance that Lack of
awareness about Green Products, 20% were of the opinion of
difficulty to find the Green Products and 40% were consider it as
relatively expensive and 6% were of other reasons.
 Table 4:-
Table showing usage of green products
Product No. of Respondents Percentage
Organic Food 20 40%
Cosmetics 7 14%
Organic Clothes 6 12%
Electric Appliances 10 20%
Others 7 14%
Total 50 100%

The usage of green products

14%

40%

20%

12%
14%

Organic Food Cosmetics Organic Clothes Electric Appliances Others

Interpretation:
The table 4 and figure 4 reveal that, the data collected from the total
respondents shows that 40% of the respondents uses organic foods, 20% uses
electric appliances, 14% uses cosmetic & personal care products and others
and 12% uses organic clothes.
 Table 5:-
Table showing level of awareness about green products
Details No. Of Respondents Percentage
High 28 24%
Very High 4 8%
Average 12 56%
Low 6 12%
Total 50 100%

Level of awareness about green products

60%

50%

40%

30%

20%

10%

0%
High Very High Average Low

Interpretation:
Table 5 and the figure 5 visualizes that, 56% of the respondents have an
average level of awareness about the green products, 24% were highly aware
about green products, 12% have a low level of awareness about green products
and only 8% have a very high level of awareness about green products.
 Findings
• Hence Majority i.e., 46% were attracted due to the actual eco-
friendly nature of the product over any other preferences. It
means in today’s scenario people are getting concern about
environmental friendly products.

• Hence it is found that majority i.e., 52% of the respondents are

satisfied by using green products which shows world is moving
towards producing Green products in a sustainable manner.

• Hence majority of the population i.e., 40% found who were

consider green products as relatively expensive which shows
production of green products costly as compared to normal
products.

• Hence majority i.e., 40% of the respondents uses organic foods

which means people are getting concern about the
environment as well as their health also.

• Hence Majority i.e., 56% of the respondents have an average

level of awareness about the green products that means more
initiatives to be taken by organisations and the Government to
propagate about green products.
 SUGGESTIONS
• The marketer using a wide range of media and also ads using green themes in
combination to communicate eco-friendly approach could be done and finally
marketers should deliver what they promise.
• Consumers must take a lead and make others understand the benefits of
green products and minimize the use of scarce material resources, recycle the
recyclable waste material, also suggested to use social networking sites to
make influence on sustainable consumer behaviour.
• The government should work closely with its stakeholders to follow the
international standards to make trust towards them.
• By implementing the marketing strategies, such as; the green products should
be marketed in environmental friendly manner i.e. no print ads, recycled
packaging etc. and also the product labels are good source of information for
making awareness to consumers.
• Some important suggestion as given by respondents are using eco-friendly
products, regular vehicular pollution check-ups, avoid using plastics, gather
and spread environment information, water harvesting, NGOs should come
forward for environment protection and recycling scrap etc. are some green
movements to be implemented strictly.
• The misleading and availability of imitate products in the market by some
companies get enforced by strict laws and get paid.
• Every producer and even consumers also have the social responsibility to save
the environment from the harmful effect. So the companies must adopt better
marketing plans and there must be a need of the management support.
• Promote the objective of supporting local frames and reducing the carbon
footprint by the companies in the field of food industry.
• The companies offering green products should be priced according to its
quality and also understand the consumer needs and wants.
• Company activities must be transparent to educate and inform all stakeholder
groups and also promote the benefits for consumers to use a product rather
than to own a product
 CONCLUSION
A Study on Consumer’s attitude towards Green marketing points out to
know the perception of people towards green products and its effect on
consumers. The study is conducted by selecting “fifty” of sample size and
I got those respondents attitude, their opinion and suggestions towards
this topic. Green marketing is one important concept which marketers
are using these days as a key strategy for sustainable development. As a
philosophy, green marketing runs parallel to the societal marketing
concept and espouses the view that satisfying customers is not enough
and marketer should take into ecological interest of the society as a
whole. It is a part of Corporate Social Responsibility (CSR).
In fact, government is also taking all possible steps to protect the
consumers and the society by licensing for environmentally safe
products and imposing restrictions on harmful products. The green
marketing approach to marketing responsibility is to make aware of the
need and advantages of green products. The result shows that
consumers see green products as safer than ordinary products.
Moreover, the added value of green products is a feeling of having done
something good for the environment.
This study shows that consumers would prefer if companies start to
provide more information about the products by using stamps saying
where it is provided and by when. Consumer purchasing green products
because of the belief that the products are higher in quality as compared
to normal products and the consumers who are not ready to pay higher
prices for the green products are generally because, they are more
expensive than normal product and also the environment issues are
gimmick for commercial only in the view point of consumers.

So the green products should be priced according to its quality as green

marketing is going to be cleaner and greener environment. There is a
great need to educate consumers and raise their level of concern about
the problem that mankind is facing. The passive concern needs to be
converted into active concern.
 BLIBLIOGRAPHY
BOOKS
Jacquelyn. A. Ottman – The New Rules of Green Marketing Strategies, tools and
inspiration for sustainable branding, ISBN, January 2011
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Philip Kotler, Kevin lane keller and Abraham koshi – Marketing Management – a
south Asian perspective, pearson education, 2013
L.R Potti – Business Statistics, Ir Publication – DC Books, Kottayam, 1990
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