Chapter-1

INTRODUCTION

1
 Environment is the natural world within which people, animals and plants
live. Current awful environmental conditions are ever more threatening to
consumer health and wellbeing both globally and nationally. Therefore
consumers are becoming more sensitive in their environmental attitude
perception preference and purchase Eco-friendly marketing has been introduced
in order to protect our mother earth. Eco-friendly marketing is used to satisfy the
needs and wants of consumers and protect the environment and benefit society in
a more eco-friendly way. Companies should apply eco-friendly marketing
products and reduce the perceived risk of their product with respect to
environmental considerations to enhance their competitive advantage.
At present the people are educated and know the pros and cons of the
environment. It's the responsibility of each and every person to understand the
environmental problems and is willing to choose the eco-friendly marketing
strategy so that we could save our future earth. We have to be aware of their
buying criteria towards environmental responsibility. Companies should start
concentrating on these segments because it provides numerous advantages.
Green marketing is also known as environmental marketing and sustainable
marketing to a company's effort to design promote pricing and distribute goods
and services that will not harmthe environment. It is about selling the product on
an ethical platform. Green marketing view on both marketing and marketing
physiology. Marketing as it is based on the green product whereas on marketing
philosophy runs parallel to the marketing concepts and satisfies customers
which is not enough and marketers should take into account the ecological
interest of the society as a whole. It is a part of CSR (Corporate Social
Responsibility). Green marketing aims to market products that are
environmentally safe as the development and marketing of products
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designed to minimize negative effects on the environment. The effort is to
organize and promote packaging and reclaim the product in a manner which is
sensitive.
With growing sensitivity about the implication of global warming non-
biodegradable waste harmful impact of pollutants etc. both markets and
customers are becoming increasingly sensitive to the need to switch to eco-
friendly products and services. While the shift of “GREEN” will definitely
prove to be crucial profitable and cost-wise in the long run. Green market
initiates the development strategies to reduce the needs of these forms of energy.
The strategies should benefit both the environment and the consumers. The effort
is to produce the highest quality at a lowest possible cost. It ensures that the
interest of the organisation and all its consumers are protected as voluntary
exchange will not take unless both buyer and seller mutually benefit. Green
marketing has been introduced to eliminate the harmful effect of economic
activity on the environment.
Many of the environmental issues that we face today are due to the
modern development and pursuit of economic growth. In order to tackle the
problem there is a shift towards sustainable development and production as well
as consumption that need to take place. Hence these crucial changes require
more than individual change as well change in societal and economic level will
be necessary. Sustainable development refers to the meeting the needs of all and
extending the opportunity to satisfy their aspiration for a better life. Sustainable
development does not focus not only on environmental issues it also includes
the three tiers (a) economic development (b) social development ( c)
environmental development. ―Green marketing is a tool for protecting the
environment for future generations‖.
The study is conducted on “ATTITUDE OF YOUTH TOWARDS GREEN

MARKETING PRACTICES WITH

3 SPECIAL REFERENCE TO

VADAKARA TALUK”.
 STATEMENT OF THE PROBLEM

The success of the measures and business strategies of companies aiming

for sustainability eventually depends on the adoption of the same by the
consumers. Consumers are the key players in marketing the product and they
play a major role in the marketing. The success or failure of business depends on
the buying behaviour of consumers and by understanding the preference which
ultimately lead to maximization of efficiency in marketing strategies. So in this
context it is very essential to study about purchasing through green marketing
products.
SCOPE OF STUDY
The aims of this study are mainly attempts to,
➔ Examine the consumer's attitude perception and buying behaviour
towardseco-friendly products.
➔ Identify the factors affecting buying behaviour of consumers for
eco-friendly product
➔ Measures consumer satisfaction towards eco-friendly products.
This research would help to re-examine and make changes in the present
production and marketing strategies in order to improve the purchase behaviour
and satisfaction of consumers towards eco-friendly products. The scope of study
is limited to the eco-friendly products in Vadakara taluk only.

IMPORTANCE OF THE STUDY

Green marketing affects positively the health of people and the ecological
environment. People are aware of pure products and pure methods of producing,
using, and disposing the [Link] study important and future scope of study.

4
 OBJECTIVES OF THE STUDY
1. To determine the awareness level of consumers towards eco-
friendlyproducts.
2. To measure the level of consumer satisfaction towards eco-friendly products.
3. To examine the consumer perception towards eco-friendly products.
4. To identify the factors affecting the buying behaviour of consumers for
eco-friendly products.

RESEARCH METHODOLOGY

➔ Research Design

The descriptive research design is adopted for the present study. It is

chosen to derive the meaningful relationship between attitude buying behavior
perception factors affecting buying behavior buying behaviour and satisfaction
of consumers towards eco-friendly products .The data regarding the project
―ATTITUDE OF YOUTH TOWARDS GREEN MARKETING PRACTICES
WITH SPECIAL
REFERENCE TO VADAKARA TALUK‖, is collected through a questionnaire.
➔ Sample Design:-

 Sample unit:-Special reference to Vadakara taluk

 Sample size:-Sample size is taken 50 considering the
reliabilityauthenticity and accuracy of the data
 Sample technique:-Cluster sampling is the sampling technique used
forthe data collection of the study.

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➔ Source of data:-

● Primary source :-
These are the data which are collected for the first time
and thus original in character. The data is collected through primary
source of consumers of eco-friendly products in Vadakara taluk through
pre-testedand structural questionnaires.

● Secondary source :-
The data which are already collected by someone
else and which have already passed through statistical process .We had
collectedthe data from the sources like websites etc.

LIMITATIONS OF THE STUDY

 Some of the respondents may not have properly responded to
thequestionnaire.
 The study cannot be regarded as a full proof one.
 The study is confined to a limited period of 21 days.
 Sample size is small.
 The study was conducted in Vadakara locality.

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 Chapter-2

REVIEW OF LITERATURE

7
Berkowitz and Lutterman (1968) as well as Anderson and Cunningham
(1972), pioneers in studying the profile of socially responsible consumers.
Overall, their combined results portray a highly socially conscious person as
female, pre- middle aged, with a high level of education (finished high school) and
above averagesocioeconomic status.

Ottman (1992) reported that consumers were willing to accept green products
when their primary need for performance, quality, convenience and affordability
were met. Furthermore their level of acceptance would also increase when they
understood how a green product could help to solve environmental problems.

Mainieri et al. (1997) revealed that green purchase behaviour was significantly
related to specific environmental belief (specific attitude), but not to the general
environmental concern. More specifically reported that green purchase attitudes
of consumers are significantly related to their green purchase intention. Their
research was a longitudinal study as the researchers contacted the respondents a
month after the interview in order to examine the relationship between green
purchase intention and behaviour. Findings by Mainieri et al. (1997) and Chan
(2001) were consistent with the suggestion by Ajzen and Fishbein (1975) that
there were higher correlations when behaviour and attitudes were measured in
the same level of specificity. However, the relationships between environmental
attitude and behaviour were still found to be significant in various environmental
studies, such as in general environmental behaviour.

Straughan and Roberts, (1999) argued that these environmental concerns have
evolved through many different phases. It started in the 1960s with the greening
concept, concentrating on pollution and energy conservation. Afterward, due to
increased social and political pressure, organisations
8 have moved beyond these
concepts to recycling, alternative packaging, redesigning of products, and
alternative products. Since the 1990s, environmental concern has become one of
the most important issues.
Welford (2000) stated that green marketing is the management process
responsible for identifying, anticipating and satisfying the requirements of
customers and society, in a profitable and sustainable way. Marketing scholars
have used the term green marketing interchangeably as social marketing,
ecological marketing or environmental marketing. ―The marketing or
promotion of a product based on its environmental performance or an
improvement thereof (Charter & Polonsky 1999). Put simply, green marketing
comprises all those marketing activities which the firms undertake to create a
positive impact or lessen the negative impact of their products on the
environment. The concept of “Green marketing” is the business practice that
considers consumers concerns with regards to preservation and conservation of
the natural environment (Coddington, 1993). ―A holistic and responsible
strategic management process that identifies, anticipates, satisfies and fulfils
stakeholder needs, for a reasonable reward, that does not adversely affect
human or natural environmental well-being.
Dunlap, Van Liere, Mertig, & Jones (2000) and Kaplan (2000) reported that
though a lot of people are aware of and are concerned about environmental
issues, this is not always reflected in behaviour. In the green section of
consumer psychology, mostly researchers have been making efforts to explicate
the gap between consumers reported attitudes and their actual buying behaviour.
In this regard, they often used Ajzen‟s “Theory of Planned Behaviour”
(Kalafatis, S. P., Pollard, M., East, R., & Tsogas, M. H, 1999).

9
This theory describes that intentions towards an act are determined by attitudes,
perceived control and subjective norms. Intention, in turn, may lead to actual
behaviour. Psychologists have examined demography, values, beliefs,
motivation and attitudes in order to comprehend this inconsistency and why
some people engage in environmentally friendly behaviour, while others do not.

Rosenburger (2001) proposed that corporate greening could occur across eight
activities (market targeting, green design, green positioning, green pricing, green
logistics, marketing waste, green promotions and green alliances).

Asceem Prakash (2002) has tried to co-relate the phenomenon of „Green –

Marketing‟with public policy and managerial strategy to get some desired results of

„Ecological Viability‟ at the „Cost Effective‟ rates of „eco-friendly‟ products. He

discusses the „Green Marketing‟ as „Supreme Greening Products‟ as well as
„Greening Firms‟In addition to manipulating the 4P‟s (Product, Price, Place and
Promotion) of the traditional marketing mix, it requires a careful understanding of
public policy processes.
Sanjay K. Jain & Gurmeet Kaur (2004) in their study environmentalism has fast
emerged as a worldwide phenomenon. Business firms too have risen to the
occasionand have started.
Soonthonsmai (2007) defined green marketing as the process and activities taken
by firms by delivering environmentally sound goods or services to create
consumersatisfaction.
Narayan Lakhmi Vermuri (2008) has discussed multifaceted views on ‗Green
Marketing„, its new hopes and challenges in the current scenario. The authors
have tried to establish the „cause-effect relationships‟ of „Green Marketing‟ at a
global level. The authors examine the „Marketing mix‟ of „Green Marketing‟ too.
10
Commenting on „Green Marketing‟ the authors have highlighted the reasons for
venturing into “Green Marketing” the reasons are opportunity, social
responsibility,government pressure and competitive pressure.
Green businesses„ is defined by Friend (2009) and Smith (2003) as businesses
and practices that are viewed as environmentally sound, including the use of
organic and natural products to build factories, tighter protection against emissions
and environmentally friendly sourcing of materials. Green marketing, also known
as sustainable marketing and environmental marketing involve designing,
promoting, pricing and distributing products and pg. 54 services according to the
customers want and need, with minimal detrimental impact on the natural
environment.

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 Chapter-3

THEORETICAL KNOWLEDGE

12
 GREEN MARKETING

Green marketing is the marketing of environmentally friendly products and

services. It is becoming more popular as more people become concerned with
environmental issues and decide that they want to spend their money in a way
that is kinder to the planet. Green marketing can involve a number of different
things, such as creating an eco-friendly product, using eco-friendly packaging,
adopting sustainable business practices, or focusing marketing efforts on
messages that communicate a product‟s green benefits .This type of marketing
can be more expensive, but it can also be profitable due to the increasing
demand. For example, products made locally in North America tend to be more
expensive than those made overseas using cheap labors, but they have a much
smaller carbon footprint because they don‟t have to fly across the globe to get
here. For some consumers and business owners, the environmental benefit
outweighs the price difference.

According to Confederation of Indian Industries (CII) it is the

voluntary pursuit of any activity that encompasses concern for energy efficiency,
environment, water conservation and the use of recycled products and renewable
energy. The United Nations Environment Programme defines it as ―a
marketing which encompasses all communication operations undertaken to
promote a product on the basis of its environmental properties or of its social
qualities. It is about selling products on an ethical platform. Green marketing is
a challenge to distinguish a product as being environmental friendly (eco-
friendly).

13
Green marketing can be viewed both as a type of marketing and a marketing
philosophy. As a type of marketing, it is like goods or service marketing, and is
concerned with marketing of a specialized kind of product, i.e. green product
(including green goods such as fuel efficient cars or recycled products as well as
green ideas such as ―save oil or ―conserve natural habitat). As a philosophy,
green marketing concept runs parallel to the societal marketing concept and
espouses the view that satisfying customers is not enough and marketers should
take into account ecological interests of the society as a whole. It is a part of
Corporate Social Responsibility (CSR). The distinctive features of green
marketing are its commercial dimension coupled with the reference to the values
of consumers who want to act in an environmentally conscious and socially
responsible manner with the purchases they make.

Green marketing comprises all those marketing activities which the

firms undertake to create a positive impact or lessen the negative impact of their
products on the environment. Terms like Phosphate Free, Reusable, Refillable,
Ozone Friendly, and Eco- friendly are some of the other terms 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.

14
LOHAS

Consumers who prefer to purchase green products even though they might be
more expensive fall into the “LOHAS”category. LOHAS stands for Lifestyles of
Health and Sustainability. According to Wikipedia:

“LOHAS describes an integrated, rapidly growing market for goods and

services that appeal to consumers whose sense of environmental and social
responsibilityinfluence’s their purchase decisions.”
These consumers are active supporters of environmental health and are the
heaviest purchasers of green and socially responsible products. They also have
the power toinfluence other consumers.

Objectives of Green Marketing

● To adhere to corporate social responsibility.

● To reduce expenses.
● To showcase how environment-friendly the company‟s offerings are.
● To communicate the brand message
● To implement sustainable and socially accountable business practices

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Why is green marketing important?

Our planet is facing a lot of threats such as air and water pollution, food waste,
plastic pollution and deforestation. Chemical manufactured by factories can be
found anywhere and that is why many companies consider producing their goods
in a more environmentally friendly manner. Moreover, the level of ecological
awareness among consumers is increasing and people are eager to purchase eco-
friendly products despite their higher prices

Many brands try their best to address the wishes of their customers and have
started the production of such goods with respect to their responsibilities as
resident of this planet. Green marketing has a positive influence on people‟s
health and state of the environment. This type of marketing entails every stage of
a business rom packagingto pubic relation.

Benefits of Green Marketing

With green marketing, companies have an excellent opportunity to change our

planet for the better and support people who are aware of the situation to help
theenvironment. By creating sustainable products, companies want to reduce the
negative impact of waste products on our nature. Going green enables you to
win the trust and loyalty of your customers. It helps you:

● Stand out in the increasingly competitive environment

● Reduce the negative impact of production on the environment;
● Save energy, reduce the use of natural resources and carbon footprint;

16
 ● Produce recyclable products;
● Improve your credibility
● Enter a new audience segment;
● Ensure long-term growth;
● Implement innovations;
● Obtain a higher revenue.

Disadvantages of Green Marketing

 Costly green certificate

 Change leads to cost
 Green washing

Green Marketing Methods

Beyond making a environmentally friendly product, business owners can do
otherthings as a part of their green marketing efforts. The following can be all
part of green marketing strategy:

 Using eco-friendly papers and ins for print marketing materials

 Skipping the printed material altogether and option for electronic marketing
 Having a recycling program and responsible waste disposal practices
 Using eco-friendly product packaging
 Using efficient packing and shipping methods
 Using eco-friendly power sources
 Ting steps to offset environment impact

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Four Green Marketing Strategies

1. Sustainable design:-It‟s not just about a recycling logo on your product

packaging, it‟s about a full life cycle of your product in mind. You should
pay attention to the details like sources of your materials or workers
involved in the process. Moreover, your company should control the
amount of waste generated and how your products are packaged and
delivered. You have to consider a lot of things that have an impact on our
environment whendesigning for sustainability.

2. Responsibility:-If you‟re giving a thought to going green, your brand

should be ready for a profound change. Green marketing is about becoming
consciousof pollution. If you want to prove the sincerity of your intentions,
rethink your company in terms of ecological and social responsibility and
show customersthat you care about our planet.
3. Green pricing:-Environmentally friendly products usually have a high
value due to the increased cost of sustainable design. However, customers
are still willing to pay for them despite the high costs. Therefore, if you
charge high prices for your eco products, ensure to communicate specifics
to prove that your goods are worth their price. Keep in mind that the
greater your mission, the greater your opportunity to gain exposure for
your brand‟s goods.
4. Sustainable packaging:-The number one reason for the pollution of our
planet is the excessive use of plastic. According to Greenpeace, 8.3 billion
tonnes of plastic have been produced since the 1950s, while only around
9% have been recycled. Nowadays, consumers are more responsible and
try to avoid plastic packaging. That‟s why it‟s advisable to create recycled
or no- plastic packaging for your brand
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Six Green Marketing Ideas

➔ Use recycled material

➔ Consider using bulk email service
➔ Upgrade your equipment and vehicles
➔ Highlight that your company is eco-friendly
➔ Invest in social media marketing
➔ Support environment initiatives

Green Washing

Some marketers try to capitalize on the growing number of green consumers by

simply taking a green marketing approach to products that might not otherwise
be considered green. They try to position their products as a better choice for the
environment when they‟re really not. An example of this is when a company
uses the color green in their packaging, or the word green somewhere in their
messaging, when there isn‟t anything particularly eco-friendly about their
product, nor it‟s not more eco-friendly than competing products. Green washing
is not only misleading, but it can also be damaging to a company‟s reputation .If
consumers want to be certain they are indeed buying a green product, they
should look for officialcertifications listed on the product packaging.

19
Examples

1. Whole Foods: An American supermarket chain, owned by Amazon,

known for selling organic products, which does not contain hydrogenated
fats, flavorpreservatives, sweeteners, flavor and artificial colours .
2. Starbucks: Starbucks is the largest coffeehouse chain in the world with a
presence in more than 70 countries. It promotes sustainable practices to
growcoffee.
3. The Body Shop: A British cosmetic and skincare giant, which offers
productswhich are cruelty-free, and use natural ingredients.

Green Marketing Mix

Similar to traditional marketing, firms use a green marketing mix, to use the
marketing variables and get the intended response from the target audience. The
four P„s of the green marketing mix are:

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● Product: The products should be designed and developed in such a
manner that they use fewer resources and are pollution-free, plus they do
not contain any toxic substance, whose use can be harmful. Moreover, the
product must increase the conservation of scarce resources.
● Price: In green marketing, price plays a prominent role, as the customers
are going to pay the additional price, only when they are of the view that
they will be getting the premium quality products, in terms of design,
performance, appeal, taste, or anything else.
● Promotion: Green advertising can be done in three ways, i.e. there can be
ads which display the connection amidst the product and the environment,
or ads which promote a green and organic lifestyle, or ads that showcase a
corporateimage of environmental responsibility.
● Place: Place defines the availability of the products and so the marketers
should opt for an ideal way to make such products available as it will
have a great impact on the customers.

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Principles of Green Marketing

● Consumer-Oriented Marketing: The notion says that the firm should

perceive the marketing activities from the consumer‟s viewpoint, so as to
develop a lasting and profitable relationship with them.
● Customer Value Marketing: As per this notion, the company should allot
its resources that add value to the product or service they offer, rather than
simply changing the product packaging or making a huge investment on
the advertisement. this is because, when the value is added to the product,
they will be valued by the customers also.
● Innovative Marketing: To strive for real product and marketing
improvements, says the third principle, i.e. innovative marketing. We all
know that the world is ever-changing and so does the tastes and
preferences of the customers. Therefore, the company should always look
for new and improvedmethods, to not lose customers easily.

22
● Mission Marketing: The companies mission should be broadly defined,
in social terms and not in the product. This is due to the fact that if a
company states the mission that has some social welfare hidden in it, the
employees feel proud to work for a good cause and work in the right
direction.
● Societal Marketing: As per this principle, the marketing decisions made
by the company must take into account the wants and interest of the
consumers,company‟s requirements and the social welfare.

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 Chapter-4

DATA ANALYSIS AND INTERPRETATION

24
 GENDER CLASSIFICATION

Table 4.1
Information regarding the Gender Classification
GENDER [Link] PERCENTAGE
RESPONDENTS
Male 25 50%
Female 25 50%
Other 0 0
TOTAL 50 100
Source:-Primary Data

Figure 4.1
Information regarding Gender Classification

Source:-Primary Data

INTERPRETATION
Among the 50 samples we could determine that the male and females are same.

25
 AGE WISE CLASSIFICATION
Table 4.2
Information regarding the Age wise classification
AGE [Link] PERCENTAGE
RESPONDENTS
18-19 7 14%
20-21 14 28%
Above 21 29 58%
TOTAL 50 100
Source:-Primary Data

Figure 4.2
Information regarding the Age wise classification

58

28

14

18-19 20-21 Above 21

Source:-Primary Data

INTERPRETATION
The table shows that out of 50 respondents 58% of the respondents are of the age
above 21, 28% of respondents are from the 20-21 age group and the 14% of the
respondents are of age which belong to 18-19.

26
 MONTHLY INCOME
Table 4.3
Data regarding the Monthly Income
RESPONSE [Link] PERCENTAGE
RESPONDENTS
Below 15,000 28 56%
15,000-30,000 17 34%
30,000-45,000 3 6%
Above 45,000 2 4%
TOTAL 50 100
Source:-Primary Data
Figure 4.3
Data regarding the Monthly Income

Above 45,000

30,000-45,000

15,000-30,000

Below 15,000

0 10 20 30 40 50 60

Source:-Primary Data

INTERPRETATION
The above figure shows that respondents ie, above 45,000 income group,which belong
to 4%. We could see that 56% are from below 15,000 income group, 34% of
respondents are from 15,000-30,000 incomecategory. 6% of the respondents are
from 30,000-45, 000 income category.
27
 BUYING BEHAVIOUR OF CONSUMERS IN SUPERMARKET
Table 4.4
Information regarding the respondents Buying Behaviour of Consumers
inSupermarket
YEARS [Link] PERCENTAGE
RESPONDENTS
Up to 1 year 16 32%
2-3 years 15 30%
4-5 years 2 4%
Above 5 years 17 34%
50 100

Source:-Primary Data
Figure 4.4
Information regarding the respondents Buying Behaviour of Consumers in
Supermarket

Source:-Primary Data
INTERPRETATION
Among 50 samples the respondents used to buy those products of 32% for up to 1
year ,30% respondents up to 2-3 years,4-5 years its 4% and for above 5 years its
34%.

28
 AWARENESS ON GREEN PRODUCTS
Table 4.5
Information regarding awareness on Green Products

RESPONSE [Link] PERCENTAGE

RESPONDENTS
Yes 42 84%
No 8 16%
TOTAL 50 100
Source:-Primary Data
Figure 4.5

Information regarding awareness on Green Products

Source:-Primary Data

INTERPRETATION

On the basis of analyzing this data we could see that the 84% of respondents are
aware about green products and less number (16%) of respondents are not aware
about the green products.

29
 FACTORS WHICH INFLUENCE THE PURCHASE
DECISIONPRODUCT FROM THE MARKET
Table 4.6
Data regarding the influence the purchase decision product from the
market
RESPONSE [Link] PERCENTAGE
RESPONDENTS
Eco-Friendly 23 46%
Branded Product 4 8%
Quality 15 30%
Price 7 14%
Others 1 2%
TOTAL 50 100
Source:-Primary Data

Figure 4.6
Data regarding the influence the purchase decision product from the market

2%

14%

46%

30%

8%

Source:-Primary Data
INTERPRETATION
Among 50 samples we could get a clear image that 46% of respondents areinfluenced
to eco-friendly products,8% influenced to branded products,30% influenced to quality
products,14% influenced to price of the product and 2% of them are influenced others.
30
 SOCIAL AWARENESS OF GREEN PRODUCTS
Table 4.7
Data regarding the impact of media on social awareness of Green Products
RESPONSE [Link] PERCENTAGE
RESPONDENTS
Through Online 38 76%
Television 11 22%
advertising
Brochures 1 2%
distributed
Through friends 16 32%
TOTAL 50 100
Source:-Primary Data
Figure 4.7
Data regarding the impact of media on social awareness of Green Products

Source:-Primary Data

INTERPRETATION
Among 50 samples we could see that 76% respondents are aware about green
products online, 22% through television advertising 2% from brochures,32% through
friends

31
 RECENT CONSUMPTION OF GREEN PRODUCTS
Table 4.8
Information regarding the recent consumption of Green products
RESPONSE [Link] PERCENTAGE
RESPONDENTS
Yes 30 60%
No 20 40%
TOTAL 50 100
Source:-Primary Data

Figure 4.8
Information regarding the recent consumption of Green Products

Source:-Primary Data

INTERPRETATION

Among 50 samples we could see that 60% of the respondents had started purchasing the
green products whereas 40% of the respondents have not yet purchased the green
products.

32
 PURPOSE OF BUYING GREEN PRODUCTS
Table 4.9
Data on attitude of consumers in purpose of buying green products
RESPONSE [Link] PERCENTAGE
RESPONDENTS
Health purpose 31 66%
Better Taste 9 19.1%
Trial Purpose 5 10.6%
Other 9 19.1%
TOTAL 50 100

Source:-Primary Data
Figure 4.9

Data on attitude of consumers in purpose of buying green products

Source:-Primary Data

INTERPRETATION
Among 50 samples we could see that 66% of respondents are more concerned
about health purpose, 19.1% was on better taste and 10. 6% on a trial basis.

33
 FACTORS AFFECTING GREEN MARKETING
Table 4.10
Information regarding the factors affecting green marketing
RESPONSE [Link] PERCENTAGE
RESPONDENTS
Product features 20 40%
Packing 8 16%
Environmental 12 24%
Issues
Promotion 0 0%
Campaign
Eco-friendly 23 46%
buying
Social awareness 10 20%
Brand awareness 4 8%
Reasonable Price 8 16%
Reliability 6 12%
Availability 4 8%
Other 1 2%
TOTAL 50 100
Source:-Primary Data

34
 Figure 4.10
Information regarding the factors affecting green marketing

Source:-Primary Data

INTERPRETATION
Among 50 samples we could analyze it clearly as 46% of respondents prefer to
buy eco-friendly products,40% of product features,24% in environmental
issues,20% of respondents social awareness ,16% in packaging,16% at
reasonable price,12%in reliability,8%in availability,2%in other.

35
 BUYING BEHAVIOUR OF CONSUMERS TOWARDS GREEN PRODUCT
Table 4.11
Information regarding buying of green products by consumers
RESPONSE [Link] PERCENTAGE
RESPONDENTS
Once in a month 27 54%
Twice 10 20%
Within 3 months 4 8%
More than 3 9 18%
months
TOTAL 50 100
Source:-Primary Data

Figure 4.11
Information regarding buying of green products by consumers

Source:-Primary Data

INTERPRETATION

Among 50 respondents it's clear that 54% of respondents used to purchase once in a
month, 20% purchase twice 18% purchase within 3 months and 8% more than 3
months.

36
 NEEDS AND REQUIREMENTS OF CONSUMERS TOWARDS GREEN
PRODUCTS
Table 4.12
Ability of green products to fulfil the changing needs and requirement of
consumers

RESPONSE [Link] PERCENTAGE

RESPONDENTS

Agree 22 44%
Strongly Agree 4 8%
Neutral 19 38%
Disagree 1 2%
Strongly Disagree 4 8%
TOTAL 50 100
Source:-Primary Data
Figure 4.12
Ability of green products to fulfil the changing needs and requirement
ofconsumers

Source:-Primary Data

INTERPRETATION

Among 50% samples we could analyze that 44% of respondents agree, 8% respondents
strongly agree, 38% are neutral, 8% strongly disagree and2% disagree.

37
ATTITUDE OF CONSUMERS TOWARDS ENVIRONMENTAL PROBLEM
Table 4.13
Creating values, understanding consumers needs and requirements and
resolving environmental problems

RESPONSE [Link] PERCENTAGE

RESPONDENT
S
Agree 21 42%
Strongly Agree 4 8%
Neutral 20 40%
Disagree 2 4%
Strongly disagree 3 6%
TOTAL 50 100

Source:-Primary Data
Figure 4.13
Creating values, understanding consumers needs and requirements and
resolving environmental problems

Source:-Primary Data
INTERPRETATION
Among 50 respondents we could see that 42% agree, 40% are neutral, 8% respondents
strongly agree , 6% respondent strongly disagree as well as 4% disagreewith it.

38
ATTITUDE OF CONSUMER TOWARDS THE COLOUR OF THE BRAND

Table 4.14
Attitude of respondent on green colour in the brand logo as being an eco-
friendly brand

RESPONSE [Link] PERCENTAGE

RESPONDENTS
Agree 31 62%
Strongly Agree 13 26%
Indifferent 4 8%
Disagree 1 2%
Strongly Disagree 1 2%
TOTAL 50 100
Source:-Primary Data

Figure 4.14

Attitude of respondent on green colour in the brand logo as being

an eco-friendly brand

Source:-Primary Data
INTERPRETATION
Among 50 respondents we could identify that 62% of respondents are Agreeing withit,
26% of respondents strongly agree, 8% of responses are neutral, 2% of respondents
disagree as well as strongly disagree.
39
 AWARENESS ON CONSUMERS ABOUT GREEN
PRODUCTSIN GREEN COLOUR

Table 4.15
Attitude of consumers while considering those products having a green
colour on green products

RESPONSE [Link] PERCENTAGE

RESPONDENTS
Agree 28 56%
Strongly Agree 10 20%
Indifferent 5 10%
Disagree 6 12%
Strongly Disagree 1 2%
TOTAL 50 100
Source:-Primary Data Figure 4.15
Attitude of consumers while considering those products having a green
colouron green products

Source:-Primary Data

INTERPRETATION

Among 50 respondents we could clearly identify that 56% of respondents are

agree with it, 20% of respondents strongly agree, 10% of responses are neutral,
12% of respondents disagree, 2% strongly disagree.
40
 QUALITY OF GREEN PRODUCTS
Table 4.16
Attitude of consumers toward green products the quality of products
RESPONSE [Link] PERCENTAGE
RESPONDENTS
Agree 26 13%
Strongly Agree 11 5.5%
Indifferent 10 20%
Disagree 3 6%
Strongly Disagree 0 0%
TOTAL
50 100
Source:-Primary Data

Figure 4.16
Attitude of consumers toward green products the quality of products

Source:-Primary Data
Interpretation
Among 50 samples we could clearly identify that 13% of respondents are agreeing with
it, 5.5% of respondents strongly agree,20% of responses are neutral,6% of respondents
disagree.

41
 PERCEPTION OF CONSUMERS TOWARDS THE BRAND

Table 4.17
Attitude of consumers towards green marketing practices affect
perceptionbrand of consumer
RESPONSE [Link] PERCENTAGE
RESPONDENTS
Agree 27 54%
Strongly Agree 14 28%
Indifferent 7 14%
Disagree 2 4%
Strongly Disagree 0 0%
TOTAL
50 100
Source:-Primary Data Figure 4.17
Attitude of consumers towards green marketing practices affect
perceptionbrand of consumer

Source:-Primary Data

INTERRETATION
Among 50 samples we could clearly identify that 54% of respondents are
agreeingwith it, 28% of respondents strongly agree, 14% of responses are
neutral,4% of respondents disagree.
42
 CONSUMER PREFERENCE ON PRODUCTS CAUSE LESS POLLUTION
Table 4.18
Analyzing the consumer preference of products which causes less pollution
RESPONSE [Link] PERCENTAGE
RESPONDENTS
Agree 30 60%
Strongly Agree 17 34%
Indifferent 3 6%
Disagree 0 0%
Strongly Disagree 0 0%
TOTAL
50 100
Source:-Primary Data

Figure 4.18
Analyzing the consumer preference of products which causes less pollution

Source:-Primary Data
INTERPRETATION
Among 50 samples we could clearly identify that 60% of respondents are agreeing with
the product, 34% of respondents strongly agree and 6% of responses are neutral.

43
 STUDY ON IMPACT OF CONSUMERS TOWARS ENVIRONMENT
Table 4.19
Attitude of consumers towards impact of people towards the environment in
purchasing behaviour.
RESPONSE [Link] PERCENTAGE
RESPONDENTS
Agree 26 52%
Strongly Agree 17 34%
Indifferent 6 12%
Disagree 1 2%
Strongly Disagree 0 0%
TOTAL 50 100
Source:-Primary Data Figure 4.19
Attitude of consumers towards impact of people towards the
environment inpurchasing behaviour.

Source:-Primary Data

INTERPRETATION
Among 50 samples we could clearly identify that 60% of respondents are agreeing
with the product, 34% of respondents strongly agree and 6% responses are neutral.

44
 REVIEW OF GREEN PRODUCTS
Table 4.20
Analyzing consumer review on green products
[Link] PERCENTAGE
RATE
RESPONDENTS
5 16 32%
4 15 30%
3 14 28%
2 4 6%
1 2 4%
TOTAL 50 100
Source:-Primary Data

Figure 4.20
Analyzing consumer review on green products

35

30

25

20

15

10

0
5 4 3 2 1

Source:-Primary Data
INTERPRETATION

Among 50 samples we could clearly identify that 32%of respondents have rated 5
which means they are interested about green products 30% rated 4,28% for rated 36%
for 2 rated and 4% on 1 rated. 45
 ENVIRONMENTAL FEATURES INCREASE THE PRICE
OFPRODUCTS.

Table 4.21
Analyzing Consumer Review On Environmental Features
Increase the price of products
RESPONSE [Link] PERCENTAGE
RESPONDENTS
Yes 16 32%
No 10 20%
May be 24 48%
Total 50 100

Figure 4.21
Analyzing Consumer Review On Environmental Features
Increase the price of products

60
48
50

40
32
30
20
20

10

Yes No May be

INTERPRETATION
Among 50 respondents, we could see that 32% of respondents agree that the
Environmental Features Increase the price of products, 20% disagree it and 48%
of the respondents say „May be‟

46
 Chapter-5
FINDINGS, SUGGESTIONS AND CONCLUSION

47
 FINDINGS
1. Among the 50 samples 50% male and 50% female.

2. Out of 50 respondents 58% of the respondents are of the age above 21, 28%

of respondents are from the 20-21 age group and the 14% of the respondents are
of age which belong to 18-19.

3. Among 50 respondents 56 % are below 15000, 34% are 15000-30000, 6%

are 30000-45000 and 4% are above 45000.

4. The respondents used to buy those products of 32% for up to 1year ,30%
respondents up to 2-3 years,4-5 years its 4% and for above 5 years its 34%.

5. Among 50 samples the 84% of respondents are aware about green products and
less number (16%) of respondents are not aware about the green products.

6. Among 50 samples we could get a clear image that 46% of respondents are

Influenced to eco-friendly products,8% influenced to branded products,30%

Influenced to quality products,14% influenced to price of the product and

2% of them are influenced others.

7. From these sample 50, it was clear that 76% of people were aware about green
marketing through online, 32% of them through friends, 22% through

television advertisement, 2% through brochures distributed.

8. Based on the data of recent consumption of green products 60% of

respondents have said yes whereas 40% had no response.

9. Among 50 samples, the purpose of buying green products by the respondents

are according to 66% of health purpose,19.% based on better taste and other,

10.6% on trial purpose.

[Link] of 50 size 46% of the respondents prefer to buy eco-friendly

products,40% of about product features , 24% through environmental issues ,
20% of respondents through social awareness ,16% through packaging, 16%
through reasonable price , 12% through reliability , 8% through awareness and
2% through other social media.
48
[Link] buying behaviour of consumers towards green products are of 54% of them
buy once in a month,20% twice,18% more than 3 months,8% within months.

[Link] 50% samples we could analyze that 44% of respondents agree, 8%

respondents strongly agree, 38% are neutral, 8% strongly disagree and 2%
disagree.

[Link] 50 respondents we could see that 42% agree, 40% are neutral, 8%
respondents strongly agree , 6% respondent strongly disagree as well as 4%
disagree with it.

14.50 respondents we could identify that 62% of respondents are Agreeing with it,
26% of respondents strongly agree, 8% of responses are neutral, 2% of

respondents disagree as well as strongly disagree.

15.50 respondents we could clearly identify that 56% of respondents are agree with
it, 20% of respondents strongly agree, 10% of responses are neutral, 12% of
respondents disagree, 2% strongly disagree.

16. Among 50 samples 13% of respondents are agreeing with it, 5.5% of respondents
strongly agree,20% of responses are neutral,6% of respondents disagree.

[Link] 50 samples, consumers' perception of the brand in green marketing is

determined as 54% respondents are agreeing, 28%of them strongly agree 14% are
neutral/indifferent, and 4% disagree with it.

[Link] 50 samples we could clearly identify that 60% of respondents are agreeing
with the product, 34% of respondents strongly agree and 6% of responses are
neutral.

[Link] 50 samples, impact of consumers towards environment 52% respondents

agree with it, 34% of them strongly agree,12% are indifferent, 2% disagree.

[Link] 50 samples review of green products by the respondents had rated 5 of

32%, 4 rated of 30%, 28% had rated,6% had rated 2 and 4% had rated 1.

21. Among 50 respondents ,we could see that 32% of respondents agree that
the Environmental Features Increase the price of products ,20% disagree it
and 48% of the respondents say “May be”

49
 CONCLUSION

The project is entitled “ATTITUDE OF YOUTH TOWARDS

GREEN MARKETING PRACTICES WITH SPECIAL REFERENCE TO
VADAKARA
TALUK” which was conducted to measure the level of satisfaction towards eco-
friendly product and also to identify the factors affecting the buying behaviour of
consumers for green product through green marketing. Green marketing is a tool
for protecting the environment for the future generation .It has a positive impact
on environmental safety, because of the growing concern of environmental
protection
.From the survey we could identify the certain number of people who are well
aware about the green marketing strategies but there are some of the sectors of
people who are not aware but have to get their hands about green marketing.
Companies are adopting green marketing. But we should participate in
these efforts to use green products in our life. Awareness should be spread by the
government to rural areas and also tell them the importance of green products.
It‟s true that the environment is ours and we should protect it. So promote
“GREEN MARKETING”.

50
 SUGGESTIONS

● Improve the Awareness about green products and their effectiveness

● Green products should be priced accordingly to its quality
● There should not be more price difference between standard products
andgreen marketing
● Green products quality should be better than standard products.
● Government of India and organisation try to make customers aware about
thebenefit of green marketing on their life
● Here we see that 84%of respondents are aware about the green marketing
rest of 16% of are not aware about it. So measures have to be taken to
those who are not aware about the green marketing.

51
BIBLIOGRAPHY

52
 BIBLIOGRAPHY

The following books and websites were referred in the course of the project

➔ BOOKS

 Business Research and Methods - [Link]

 The New Rules of Green Marketing -Jacquelyn Ottman
 Sustainable Marketing-Michelle Carvills

➔ WEBSITES
[Link]

[Link]
[Link]

53
APPENDIX

54
 QUESTIONNAIRE

Q1).Name:-

Q2).Gender
Male
Female
Other

Q3).Age
18-19
20-21
21 above

Q4).Monthly Income
Below 15,000
15,000-30,000
30,000-45,000
Above 45,000

Q5).For how long have you been buying the product from the supermarket
o Up to 1 year
o 2-3 years
o 4-5 years
o Above 5 years

55
Q6).Are you aware about green products
Yes

No

Q7).what is the factors which influence the purchase decision of products from
market?
Eco-friendly
Branded products
Quality
Price
Others
Q8).How did you know about green products?
Through Online
TelevisionAdvertising
Pamphlet distributed by the
companyByreceiving gift vouchers
Through friends

Q9).Have you bought any of the green products recently?

Yes
No

Q10).If yes, what is the primary consumptive purpose of buying green products?
o Health Purpose
o Better taste
o Trial Purpose
o Other

56
Q11).What are the reasons that would influence your purchase of green
productsOrWhat made you buy the green products?
Product features
Packaging
Environmental
issues Promotional
campaign
Eco-friendly buying attitude
Social awareness and
responsibilityBrand awareness
Reasonable
price
Reliability
Availability
Other

Q12).How frequently do you purchase the green

productsOnce in a month
Twice
Within 3 month
More than 3 months

Q13).Do you agree that green products are able to fulfil your changing needs and
requirement as per change in social environment
Strongly disagree
Disagree
Neutral
Agree
Strongly agree 57
Q14).Do you agree that green marketing plays an important role in creating values,
understanding your needs and requirements and resolving environmental problems
Strongly disagree
Disagree
Neutral
Agree
Strongly agree

Q15).Do you associate the colour green in the brand logo as being an eco-
friendlybrand
Strongly disagree
Disagree
Neutral
Agree
Strongly agree

Q16).Do you consider these products having a green colour make you buy them

Strongly disagree
Disagree
Neutral
Agree
Strongly agree

58
Q17).I consider green products having higher quality, will I choose other ones
Strongly disagree
Disagree
Neutral
Agree
Strongly agree

Q18).I think green marketing practices affect positively perception of the brand
Strongly disagree
Disagree
Neutral
Agree
Strongly agree
Q19).In case, I would like to prefer products which cause less pollution
Strongly disagree
Disagree
Neutral
Agree
Strongly agree

Q20).choosing between two products, i always buy the ones which have
theminimum impact to people and the environment
Strongly disagree
Disagree
Neutral
Agree

59
 Strongly agree

Q21).How much would you rate for buying green product

1
2
3
4
5
Q22).If environmental features increase the price of the product, would you
bewilling to pay more?

Yes

No
May be

60