Green Marketing- To find out the green initiatives taken up by

Indian companies and to explore the customers perception, attitude and

awareness towards green marketing

Shriyanka Singh
A0101913208

What is Green Marketing ?

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). Green marketing consist
various actions under it such as modification of the product, applying
changes to the present production process, packaging of the product, as
well as changing the advertising which can be more attractive to the
consumers and attract them towards the products.

According to The American Marketing Association, Green Marketing

has activities designed to generate and carry out any activity intended to
satisfy human needs and wants, so that the satisfaction of such needs are
minimal and also the negative impact on the natural environment.

 It can rightly be said that Green Marketing involves: - Manufacturing and

taking the products to the consumers which are of good quality and not
harmful to the environment in any aspect starting from production to the end
use and disposal.
Green marketing is said to be a phenomenon which developed over the
recent years particularly in the modern market. It has led to the re-marketing
and packaging of existing products with modified properties and more
environment sustaining processes.

The 4Ps of Green Marketing.

PRODUCT
Identify the environmental needs of the customer and then develop
products to satisfy these needs.
Develop an environmentally friendly product which is more sensitive
than the competitors.
To design and promote products which have wide variety in the market
and which are aligned with sustainable development and are in sync
and supportive of triple bottom line.

PRICE:

Pricing is a very important and sensitive element of the marketing mix. It is

assumed that most customers are prepared to pay an additional cost if there are
additional product value.

This extra value may be because of improved performance, function, design,

visual appeal, taste or any additional attribute. Environmental benefits are
important and are usually the deciding factor of products value , quality and
the add on feature which in turn decides the price.

PLACE:

Choices as to where to make the product available and at what time a product
should be available also have a significant impact on the customers and the demand
of the product.

Customers will not go out of the way and will make extra effort to buy green
products. Companies which want to introduce and sell their new green products,
they will have to position them in the market in such a way and at different markets
so that the products are not just appealing to a small targeted audience or previous
buyers but available widely to large segment to consumers.

The location should be streamlined with the image which a company projects to its
customers. The location must differentiating factor of the company from its
competitors. This can be achieved by various promotional activities such as instore promotions , visually appealing displays etc.

PROMOTION:

Promotion of products and services to the target markets must include paid
advertising, public relations, sales promotions, direct marketing etc.

Smart green marketers will always be reinforcing the environmental credibility by

using sustainable marketing techniques.

Techniques such as to reduce the usage of polybags and promote the green
commitment and to add on the promotional gimmick to the company as well as the
product being marketed.

NEED AND IMPORTANCE OF GREEN

MARKETING
Opportunity
Government Pressure
Pressure from competitors

Social Responsibilities

Cost-Effectiveness
Early Mover Advantage

RULES OF GREEN MARKETING

KNOWING THE CUSTOMER
EDUCATING THE CUSTOMERS
BEING GENUINE & TRANSPARENT
REASSURE THE BUYER
CONSIDER PRICING
GIVING CUSTOMERS AN OPPORTUNITY TO PARTICIPATE

CHALLENGES OF GREEN
MARKETING
New Concept
Cost Factor
Convincing customers
Sustainability
Non Cooperation
Avoiding Green Myopia

THE INDIAN SCENARIO

AMUL
Mass Tree plantation drive
Production by Green technology

HINDUSTAN UNILVER
Water Conservation
Waste and packaging

ITC
Renewable energy
Green Hotels
Waste recycling

RESEARCH OBJECTIVES AND

METHODOLOGY
OBJECTIVES:
To find out the various green initiatives taken consumer good companies.
To explore the customers perception towards Green marketing and products.
To measure the attitude of customers towards green marketing and products.
To find out the awareness of customers towards green marketing.

Tri Component Model for Attitude

measurement

Using the tri-component model of attitude measure it can be said

that consumers/respondents attitude towards green marketing
and green products are positive. The all three component of the
model are positive i.e. consumers have responded positively
when asked the question which were complementing the three
components.

HYPOTHESES

CROSS-TABULATION

FIGURE INTERPRETATIONS

CONCLUSION
Green marketing is a fast developing concept. It has been accepted and appreciated
by both the consumers as well the companies. There are numerous projects and
activities which the Indian companies have taken up to benefit the environment.
These activities may directly or indirectly be related to the process of production.
In todays time markets are flooded with green products which are being readily
accepted by the consumers. Even though green marketing is an expensive concept
in the short run, but the consumers are ready to borne premium prices for such
products, which shows the concern of the population towards environment. The
participation and efforts put in by the companies towards green marketing are
noteworthy; they are ready to put in extra efforts towards the cause and taking it up
even when it may lower the profits.