PROJECT REPORT

ON

GREEN
MARKETING
A Project Report submitted in partial fulfillment of the
requirements
for the award of the degree of

Masters of business administration

SESSION: 20102012
To

Under the guidance of

SUBMITTED BY:

Mrs. SHEETAL MITTAL

RAVINDER KHATRI
09-ITMG-6836MBA

BONAFIDE CERTIFICATE

Certified that this project report titled Opportunities & Challenges for
Green Marketing with special reference to gurgaon is the bonafide
work of Mr. Ravinder Khatri student of MBA Marketing 4th semester
who carried out the research under my supervision. Certified further, that
to the best of my knowledge the work reported here in does not form part
of any other project report or dissertation on the basis of which a degree
or award was conferred on an earlier occasion on this or any other
candidate.

Date:
Place:

Mrs. Sheetal Mittal

Faculty

STUDENTS DECLARATION
I hereby declare that the project report conducted on

GREEN MARKETING

Under the guidance of

Mrs. SHEETAL MITTAL

Submitted in the partial fulfillment of the requirements for the
award of
the degree of

MASTER OF BUSINESS ADMINISTRATION

TO

ITM UNIVERSITY,GURGAON
Is my original work and the same has not been submitted for the
award of any other Degree /Diploma /fellowship or other similar
titles or prizes.

Place

RAVINDER KHATRI

Date

09-ITMG-6836-MBA

ACKNOWLEDGEMENT
If words are considered as a symbol of approval and tokens of
appreciation then let the words play the heralding role of expressing my
gratitude. It is a moment of pleasure for me to acknowledge the help and
support for those people who made me able to present this dissertation
report for evaluation as the partial fulfillment of Master Of Business
Administration.
I take this opportunity to thank and show gratefulness to my guide
Mrs.Sheetal, ITM university, Gurgaon for her precious guidance and
mentoring but for which my training here would not been so rewarding
and fruitful.
At last it is my pious duty to record my heartiest gratitude to my parents
and my family who taught first lessons of life and inspired me to face the
hardships of life. At last, I would like to thank all my friends for their
love, faith and support.

Ravinder Khatri

ABSTRACT
In today's business world environmental issues plays an important role in
marketing.
All most all the governments around the world have concerned about
green marketing activities that they have attempted to regulate them.
There has been little attempt to academically examine environmental or
green marketing. It introduces the terms and concepts of green marketing,
briefly discuss why going green is important and also examine some of
the reason that organizations are adopting a green marketing philosophy.
It also focuses some of the problems with green marketing.
It identifies the key to successful green marketing:
Credibility
Publicize stories of the companys and employees green initiatives.
Enter environmental awards programs to profile environmental
credentials to
customers and stakeholders.
Never overstate environmental claims or establish unrealistic
expectations.
It also tells about Why Are Firms Using Green Marketing:
Organizations perceive environmental marketing to be an opportunity
that can
be used to achieve its objectives
Organizations believe they have a moral obligation to be more socially
responsible
Governmental bodies are forcing firms to become more responsible
Competitors' environmental activities pressure firms to change their
environmental marketing activities
Cost factors associated with waste disposal, or reductions in material
usage forces firms to modify their behavior
This report also stresses upon the effect of green marketing on the
consumers. Green marketing isn't just a catchphrase; it's a marketing
strategy that can help you get more customers and make more money. But
only if you do it right.

CONTENTS
S.NO

TOPIC

Page

a.

Certificate

b.

Declaration

c.

Acknowledgement

d.

Abstract

e.

Introduction

10

f.

Research Methodology

36

g.

Data Analysis & Interpretation

39

h.

Conclusion

53

i.

Suggestions

55

j.

Bibliography

59

k.

Annexure

60

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.
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.
As per Mr. J. Polonsky, Green Marketing can be defined as, "All
activities designed to generate and facilitate any exchange intended to
satisfy human needs or wants such that satisfying of these needs and
wants occur with minimal detrimental input on the national
environment."
Green Marketing involves developing and promoting products and
services that satisfy customer's want and need for Quality, Performance,
Affordable Pricing and Convenience without having a detrimental input
on the environment.
Goals of Green Marketing:
Eliminate the concept of waste
Reinvent the concept of product
Make prices reflect actual and environmental costs
Make environmentalism profitable
Bringing out product modifications
Changing in production processes

10

Packaging changes
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. The legal implications of marketing
claims call for caution. Misleading or overstated claims
can lead to regulatory or civil challenges. In the USA, the
Federal Trade Commission provides some guidance on
environmental marketing claims. So, in simple terms
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 itself or produced and/or packaged in an
environmentally friendly way.
The obvious assumption of green marketing is that
potential consumers will view a product or service's
"greenness" as a benefit and base their buying decision
accordingly. Green marketers though argue that it is a way
to use the environmental benefits of a product or service
to promote sales. Many consumers will choose products
that do not damage the environment over less
environmentally friendly products, even if they cost more.
With green marketing, advertisers focus on environmental
benefits to sell products such as biodegradable diapers,
energy-efficient light bulbs, and environmentally safe
detergents. People buy billions of dollars worth of goods
and services every yearmany which harm the
11

environment in how they are harvested, made, or used.

Environmentalists support green marketing to encourage
people to use environmentally preferable alternatives, and
to offer incentives to manufacturers that develop more
environmentally beneficial products.

BIRTH OF GREEN MARKETING

The concept of green marketing has been around at least since the first
Earth Day in 1970. But the idea did not catch on until the 1980s, when
rising public interest in the environment led to a demand for more green
products and services. Manufacturers responded to public interest by
labelling hundreds of new products "environmentally friendly"making
claims that products were biodegradable, compostable, energy efficient,
or the like. The term Green Marketing came into prominence in the late
1980s and early 1990s.
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". The first wave of Green Marketing occurred in
the 1980s. Corporate Social Responsibility (CSR) Reports started with
the ice cream seller Ben & Jerry's where the financial report was
supplemented by a greater view on the company's environmental impact.
In 1987 a document prepared by the World Commission on Environment
and Development defined sustainable development as meeting the needs
of the present without compromising the ability of future generations to
12

meet their own need, this became known as the Brundtland Report and
was another step towards widespread thinking on sustainability in
everyday activity.
The green marketing has evolved over a period of time. According to
Peattie
(2001), the evolution of green marketing has three phases. First phase
was termed as
"Ecological" green marketing, and during this period all marketing
activities were
concerned to help environment problems and provide remedies for
environmental problems. Second phase was"Environmental " green
marketing and the focus shifted on clean technology that involved
designing of innovative new products, which take care of pollution and
waste issues. Third phase was"Sustainable" green marketing. It came into
prominence in the late 1990s and early 2000

NEED OF GREEN MARKETING

WHY IS GREEN MARKETING CHOSEN BY MOST MARKETERS?
Most of the companies are venturing into green marketing because of the
following
reasons:
Issues like Global warming and depletion of ozone umbrella are
important for the healthy survival. Every person rich or poor would be
interested in quality life with full of health and vigour and so would the
corporate class. Financial gain and economic profit is the main aim of any
corporate business. But harm to environment cost by sustain business
across the globe is realized now though off late. This sense is building
corporate citizenship in the business class. So green marketing by the
business class is still in the selfish anthological perspective of long term
sustainable business and to please the consumer and obtain the sanction
license by the governing body. Industries in Asian countries are catching
the need of green marketing from the developed countries but still there is
a wide gap between their understanding and implementation.

13

Green marketing has been widely adopted by the firms worldwide and the
following are the possible reasons cited for this wide adoption. There are
basically five reasons for which a marketer should go for the adoption of
green marketing.
They are:
Opportunities or competitive advantage
Corporate social responsibilities (CSR)
Government pressure
Competitive pressure
Cost or profit issues

1) OPPORTUNITIES - As demands change, many firms see these

changes as an opportunity to be exploited and have a competitive
advantage over firms marketing non- environmentally responsible
alternatives. Some examples of firms who have strived to come more
environmentally responsible, in an attempt to better satisfy their
consumer needs are:

McDonald's replaced its clam shell packaging with waxed paper

because of increased
consumer concern relating to polystyrene production and Ozone
depletion.
The Surf Excel detergent which saves water (advertised with the
message"do bucket
paani roz bachana").
The energy-saving LG consumers durables are examples of green
marketing.
We also have green buildings which are efficient in their use of energy,
water and construction materials, and which reduce the impact on human
health and the environment through better design, construction, operation,

14

maintenance and waste disposal. In India, the green building movement,

spearheaded by the Confederation of Indian industry (CII) - Godrej Green
business Center, has gained tremendous impetus over the last few years.
From 20,000 sq ft in 2003, India's green building footprint is now over 25
million sq ft.
Xerox introduced a "high quality" recycled photocopier paper in an
attempt to
satisfy the demands of firms for less environmentally harmful products.

2)CORPORATE 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 objectives. This results in
environmental issues being integrated into the firm's corporate culture.
There are examples of firms adopting both strategies. Organizations like
the Body Shop heavily promote the fact that they are environmentally
responsible. While this behaviour is a competitive advantage, the firm
was established specifically to offer consumers environmentally
responsible alternatives to conventional cosmetic products. This
philosophy is directly tied to the overall corporate culture, rather than
simply being a competitive tool.
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.

15

3)GOVERNMENT 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. They are:
Reduce production of harmful goods or by-products
The ban of plastic bags in Mumbai, prohibition of smoking in public
areas, etc.
Governments establish regulations designed to control the amount of
hazardous wastes produced by firms. For example:
New Delhi, the India's capital was getting polluted gradually at a very
fast pace till Supreme Court of India forced a change of fuel on it. In
2002, a directive was issued to completely adopt CNG in all public
transport systems to curb pollution.
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 behaviours and attempt to emulate this behaviour. In
some instances this competitive pressure has caused an entire industry to
modify and thus reduce its detrimental environmental behaviour. 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. In another
example when one tuna manufacture stopped using driftnets the others
followed suit.
5)COST OR PROFIT ISSUES Reduction of harmful waste may lead to
substantial cost savings. Sometimes, many firms develop symbiotic
relationship whereby the waste generated by one company is used by
another as a cost-effective raw material. For example, the fly ash

16

generated by thermal power plants, which would otherwise contributed to

a gigantic quantum of solid waste, is used to manufacture fly ash bricks
for construction purposes.

GREEN MARKETING MIX

Green Marketing mix consists of following:
Product Mix
Price Mix
Place Mix &
Promotion Mix
1) PRODUCT MIX:
Entrepreneurs wanting to exploit emerging green markets either: Identify
customers environmental needs and develop products to address these
needs or will develop environmentally responsible products to have less
impact than competitors.
The increasingly wide variety of products on the market that support
sustainable
developments are:
Products made from recycled goods, such as Quick N Tuff housing
materials made from recycled broccoli boxes.
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, McDonalds, for
example,
changed their packaging from polystyrene clamshells to paper.
Products with green labels, as long as they offer substantiation.
Certified products, which meet or exceed environmentally responsible
criteria.
Organic products-many customers are prepared to pay a premium for

17

Organic products, which offer promise of quality. Organic butchers, for

example, promote the added qualities such as taste and tenderness.
Whatever the product or service, it is vital to ensure that products meet
or exceed the quality expectation of customers and is thoroughly tested.
2) PRICE MIX:
Pricing is the critical element of the marketing mix. Most customers will
only be 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 will often be the
deciding factor between products of equal value or quality.
Environmentally responsible products, however are often less expensive
when product life cycle coast are taken into consideration, for example
fuel-efficient vehicles, water efficient printing and non-hazardous
products.
3) PLACE MIX:
The choice of where and when to make products available will have
significant impact on the customers you attract. 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
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 you want to project
and allow you to project your own image rather than being dominated or
compromised by the image of venue. The location must differentiate you
from the competitors. This can be achieved by in-store promotions and
visually appealing displays or using recycled materials to emphasize the
environmental and other benefits.
4) PROMOTION MIX:
Promoting products and services to target markets include paid
advertising, public relations, sales promotions, direct marketing and onsite promotions. Smart green marketers will be able to reinforce
environmental credibility by using sustainable marketing and
communication tools and practices. For example, many companies in the
18

financial industry are providing electronic statements by email; emarketing is rapidly replacing more traditional marketing methods and
printed materials can be produced using recycled materials and efficient
processes such as waterless printing.

MOVING TOWARDS GREEN MARKETING

The era of green marketing has begun. It has already been granted wide
acceptance by all stakeholders. However, there is a need to lay down the
standards and practices, in order to bring in objectivity in the judgment of
various national and international agencies. This will not only encourage
the activities of green marketing but shall also provide the much needed
level playing fields to all.
DEVELOPMENT OF ISO 14000 SERIES OF STANDARDS:
ISO has been developed to help any company in any country to meet the
goal of sustainable development and environmental friendliness. The ISO
14000 family of standards (i.e. ISO 14001, 14004, 14010, 14011 and
1412) were published as an official document in 1996.
The ISO series aims to provide guidance for developing a
comprehensive approach to environmental management and for
standardizing some key environmental tools of analysis such as labeling
and life cycle assessment.
ECO-LABELING INITIATIVES:
Eco label provide information regarding the environmental performance
of products. The objective of eco-labeling is to provide authentication to
genuine claims regarding the environmental impact of products and
processes by manufacturers.
In India the government has introduced the eco-mark scheme since 1981.
The
objectives of the scheme are:
-To provide incentives to manufacturers and importers to reduce the
adverse
environmental impact of products.
-To reward genuine initiatives by companies to reduce adverse impact of
environmental impact of products.
19

ECO-LABELLING SCHEMES IN INDIA:

The Ministry of environment and forest of government of India has
prescribed the following criteria for products:
-That they cause substantially less pollution than comparable products in
production,
usage and disposal,
-That they are recycled and/or recyclable whereas comparable products
are not.
-That they contribute to a reduction on adverse environmental health
consequences.
ECO-MARK IN INDIA:
Under the concept, products which are less harmful to the environment or
have benign impact on environment through the various stages of
development-manufacture, packaging, distribution, use and disposal or
recycling may be awarded the Eco-Mark. An earthen pot has been chosen
as the logo for Eco-Mark scheme in India. The familiar earthen pot has
renewable resource like earth, does not produce hazardous waste and
consume little energy in making. As a symbol it puts across its
environmental message. Its image has the ability to reach people and help
to promote a greater awareness of the need to be kind to the environment.
The logo Eco-Mark scheme signifies that the product which carries it
does least damage to the environment.
STAKEHOLDERS IN GREEN MARKETING:
These are all the people or groups whose lives or environment are
affected by the project,
but who receive no direct benefit from it. These can include the teams
families, people made redundant by the changes introduced, people who
buy the product and the local community.

CHALLENGES IN GREEN MARKETING

Many organizations want to turn green, as an increasing number of
consumers' want to associate themselves with environmental-friendly
products. Alongside, one also witnesses confusion among the consumers

20

regarding the products. In particular, one often finds distrust regarding the
credibility of green products. Therefore, to ensure consumer confidence,
marketers of green products need to be much more transparent, and
refrain from breaching any law or standards relating to products or
business practices.
There are numerous challenges in the field of green marketing. Some of
the major hurdles
are as following:
Need For Standardization:
It is found that very less percentage 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 labelling 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 Indias 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

21

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 loose its market
acceptability.

Some Other Challenges Ahead In Green Marketing Are:

* Green products require renewable and recyclable material, which is
costly
* Requires a technology, which requires huge investment in R & D
* Water treatment technology, which is too costly
* Majority of the people are not aware of green products and their uses
* Majority of the consumers are not willing to pay a premium for green
products.
Green Washing
In spite of its growing popularity, the green marketing movement faced
serious setbacks in the late 1980s because many industries made false
claims about their products and services. For instance, the environmental
organization Corp Watch , which issues annually a list of the top ten
"green washing" companies, included BP Amoco for advertising its "Plug
in the Sun" program, in which the company installed solar panels in two
hundred gas stations, while continuing to aggressively lobby to drill for
oil in the Arctic National Welfare Refuge. Green marketing can be a very
powerful marketing strategy though when it's done right. In a similar kind
of case Chads green marketing campaign bombed because he made the

22

mistake of packaging his environmentally friendly product in Styrofoam,

emitting CFCs.
.

The Green Dilemma

The past decade has shown that harnessing consumer power to effect
positive environmental change is far easier said than done. The so-called
"green consumer" movements in the country have struggled to reach
critical mass and to remain in the forefront of shoppers' minds. One of
green marketing's challenges is the lack of standards or public consensus
about what constitutes "green". This lack of consensus -- by consumers,
marketers, activists, regulators, and influential people -- has slowed the
growth of green products, says Makeover, because companies are often
reluctant to promote their green attributes, and consumers are often
skeptical about claims.
Despite these challenges, green marketing has continued to gain
adherents, particularly in light of growing global concern about climate
change. This concern has led more companies to advertise their
commitment to reduce their climate impacts, and the effect this is having
on their products and services.

BENEFITS OF GREEN MARKETING

Todays consumers are becoming more and more conscious about the
environment and are also becoming socially responsible. Therefore, more
companies are responsible to consumers aspirations for environmentally
less damaging or neutral products. Many companies want to have an early
mover advantage as they have to eventually move towards becoming
green.
Some of the advantages of green marketing are:
It ensures sustained long term growth along with profitability.
It saves money in the long run, though initially the cost is more.
It helps the companies market their products and services keeping the
environment aspects in mind.
23

It helps in accessing the new markets and enjoying the competitive

advantage.
Most of the employees also feel proud and responsible to be working
for an
environmentally responsible company.
Companies that develop new and improved products and services with
environment
inputs in mind give themselves access to new markets,
It also increase their profit sustainability, and
Enjoy a competitive advantage over the companies which are not
concerned for the
environment.
With the proliferation of environmental stories in the press and broadcast
media, individuals (whether as a consumer or acting for a company), are
more aware of their personal responsibility to try to make a difference.
Appealing to this need can increase response rates to marketing
executions and build brand loyalty.
Green marketing is very low on the agenda of most businesses and
therefore its still an under-leveraged USP (Unique Selling Proposition).
Effective green marketing targeted at the right audience will make a
difference.
As resources are limited and human wants are unlimited, it is important
for the marketers to utilize the resources efficiently without waste as well
as to achieve the organization's objective. So green marketing is
inevitable.
There is growing interest among the consumers all over the world
regarding protection of environment. Worldwide evidence indicates
people are concerned about the environment and are changing their
behaviour. As a result of this, green marketing has emerged which speaks
for growing market for sustainable and socially responsible products and
services.
Man has limited resources on the earth, with which she/he must attempt
to provide for the worlds' unlimited wants. There is extensive debate as to
whether the earth is a resource at man's disposal. In market societies
24

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.
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
e) Cost factors associated with waste disposal, or reductions in material
usage forces firms to modify their behavior.

GREEN MARKETING: SWOT ANALYSIS

As in formulation of green strategy, a firm may evolve it from a SWOT
analysis Environmental Audit.
STRENGTHS:
1. Marketers get access to new markets and gain an advantage over
competitors that
are not focusing on greenness.
2. Marketers can charge a premium on products that are seen as more
ecoresponsible.
3. Organizations that adopt green marketing are perceived to be more
socially
responsible.
4. Green marketing builds brand equity and wins brand loyalty among
customers.
25

E.g. research and development capabilities for clean processes and green
products
and human resources committed to environmental protection.
WEAKNESS:
1. Most customers choose to satisfy their personal needs before caring for
environment.
2. Overemphasizing greenness rather than customer needs can prove
devastating for
a product.
3. Many customers keep away from products labeled Green because
they see such labeling as a marketing gimmick, and they may lose trust in
an organization that suddenly claims to be green.
E.g. products cannot be recycled, and hazardous wastes) of a company.

OPPORTUNITIES:
1. Marketing to segment which are becoming more environmentally
aware and
concerned.
These consumers are demanding products that conform to these new
attitudes.
2. Organizations perceive green marketing to be a competitive advantage,
relative to the competitors. Firms, therefore, strive to improve upon their
societal awareness. This complements the increase in consumers socially
conscious behavior and will therefore give them an advantage over
competitors who do not address these issues.
E.g. offering an environmental friendly product and saving resources, and
relating
them to internal strengths.

THREATS:
1. Uncertainty as to the environmental impact of present activities,
including that is
perceived to be less environmentally harmful.
2. Uncertainty as to which green marketing activities are acceptable from
a
government perspective.
3. The possibility of a backlash from consumers or government based on
existing
26

green marketing claims, threat one and two above may cause backlash to
arise.
E.g. competitors gain market shares with green products and increased
environmental regulations).
ENVIRONMENTAL AUDIT:
It is a management tool which can be used to assess the environmental
performance of the company and its units and to identify the weak points.
Environmental Audit is comprised of a systematic, documented, periodic
and objective environmental performance evaluation and facilities.
GREEN PRODUCTS: ITS CHARACTERISTICS
These products that are manufactured through green technology and that
caused no environmental hazards are called green products. Promotion of
green technology and green products is necessary for conservation of
natural resources and sustainable development. We can define green
products by following measures:
Products those are recyclable, reusable and biodegradable
Products with natural ingredients
Products containing recycled contents, non-toxic chemical
Products contents under approved chemical
Products that do not harm or pollute the environment
Products that will not be tested on animals
Products that have eco-friendly packaging i.e. reusable, refillable
containers etc.

COMPANIES GREEN INITIATIVE

1.ITC: GREEN CAMPAIGN

ITC has been 'Carbon Positive' three years in a row (sequestering/storing

twice the amount of CO2 than the Company emits).
'Water Positive' six years in a row (creating three times more Rainwater
Harvesting
potential than ITC's net consumption).

27

 Close to 100% solid waste recycling.

All Environment, Health and Safety Management Systems in ITC
conform to the best international standards.
ITC's businesses generate livelihoods for over 5 million people.
ITC's globally recognised e-Choupal initiative is the world's largest
rural digital infrastructure benefiting over 4 million farming families.
ITC's Social and Farm Forestry initiative has greened over 80,000
hectares creating an estimated 35 million person days of employment
among the disadvantaged.
ITC's Watershed Development Initiative brings precious water to nearly
35,000 hectares of drylands and moisture-stressed areas.

2.MARUTI: GREENING THE 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.
The company credited the 'Just-in-Time' philosophy adopted and
internalized by the employees as the prime reason that helped to excel in
this direction.
The company has been promoting 3R since its inception. As a result the
company has not only been able to recycle 100% of treated waste water
but also reduced fresh water consumption. The company has
implemented rain water harvesting to recharge the aquifers. Also,
recyclable packing for bought out components is being actively
promoted.
The company has been facilitating implementation of Environment
Management System (EMS) at its suppliers' end. Regular training
programs are conducted for all the suppliers on EMS. Surveys are
conducted to assess the vendors who need more guidance. The systems
and the environmental performance of suppliers are audited.
The green co-efficient of this system is much better than the
conventional system.
3.HCLS: ENVIRONMENT MANAGEMENT & ECOSAFE
POLICY
In building a system to identify, develop and sustain the maintenance of
an environment management system at corporate level we have
formulated a program that we proudly refer as HCL's ecosafe.
28

 The aim is to encapsulate knowledge, awareness, and key developments

on all environmental issues faced by today's world and to incorporate
these in HCL's operations assuring our commitment in delivering quality
products, solutions and services.
The key objective under HCL ecoSafe is targeted at integrating
environmental management procedures into its business processes
thereby protecting the environment, health, and safety of all its
stakeholders. HCL commits to manufacture products that areenvironment
friendly in all respects and are free from hazardous chemicals.
HCL ecoSafe focuses on product lifecycle management to ensure that
our products right from when they are manufactured, bought by
customers, recovered at their end- of-life and recycled after useful life are
done in an environmentally responsible manner.

GREEN MARKETING CASES

PHILIPS LIGHT'S CFL:

Philips Lighting's first shot at marketing a standalone compact fluorescent

light (CFL) bulb was Earth Light, at $15 each versus 75 cents for
incandescent bulbs. The product had difficulty climbing out of its deep
green niche. The company re-launched the product as 17 "Marathon,"
underscoring its new "super long life" positioning and promise of saving
$26 in energy costs over its five-year lifetime Finally, with the U.S. EPA's
Energy Star label to add credibility as well as new sensitivity to rising
utility costs and electricity shortages, sales climbed 12 percent in an
otherwise flat market.
CAR SHARING SERVICES:
Car-sharing services address the longer-term solutions to consumer needs
for better fuel savings and fewer traffic tie-ups and parking nightmares, to
complement the environmental benefit of more open space and reduction
of greenhouse gases. They may be thought of as a "time-sharing" system
for cars. Consumers who drive less than 7,500 miles a year and do not
need a car for work can save thousands of dollars annually by joining one
of the many services springing up, including ZipCar (East Coast), Flex
Car (Washington State), and Hour Car (Twin Cities).
29

 ELECTRONIC 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 Hewlett-Packard Company announced
plans to deliver energy-efficient products and services and institute
energy-efficient operating practices in its facilities worldwide.

-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.
HINDUSTAN PETROLEUM:
Hindustan petroleum owns a massive e-waste recycling plants, where
enormous shredders and granulators reduce four million pounds of
computer detritus each month to bite-sized chunks-the first step in
reclaiming not just steel and plastic but also toxic chemicals like mercury
and even some precious metals. HP will take back any brand of
equipment; its own machines are 100 percent recyclable. It has promised
to cut energy consumption by 20 percent by 2010.
PROCTOR & GAMBLE:

Laundry detergents are also touting energy savings. Proctor & Gambles
(P&G) newest market entry, Tide Coldwater, is designed to clean clothes
effectively in cold water. About 80 to 85 percent of the energy used to
wash clothes from heating water. Working with utility companies, P and
G found that consumers could save energy and resources by using cold
rather than warm water. As energy and resource prices continue to soar,
opportunities for products offering efficiency and savings are destined for
market growth.

30

PRESENT TREND:GREEN MARKETING IN INDIA

Organizations Perceive Environmental Marketing To Be An Opportunity
That Can Be Used To Achieve Its Objectives:
Firms have realized that consumers prefer products that do not harm the
natural environment as also the human health. Firms marketing such
green products are preferred over the others not doing so and thus
develop a competitive advantage, simultaneously meeting their business
objectives.
Organizations Believe They Have A Moral Obligation To Be More
Socially Responsible:
This is in keeping with the philosophy of CSR which has been
successfully adopted by many business houses to improve their corporate
image. Firms in this situation can take two approaches:
Use the fact that they are environmentally responsible as a marketing
tool.
Become responsible without prompting this fact.
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. It does so in following ways:

31

 Reduce production of harmful goods or by products

Modify consumer and industrys use and /or consumption of harmful
goods;
Ensure that all types of consumers have the ability to evaluate the
environmental composition of goods.
Competitors Environmental Activities Pressure Firms To Change Their
Environmental Marketing Activities:
In order to get even with competitors claim to being environmentally
friendly, firms
change over to green marketing. Result is green marketing percolates
entire industry.
Cost Factors Associated With Waste Disposal Or Reductions In Material
Usage
Forces Firms To Modify Their Behaviour:
With cost cutting becoming part of the strategy of the firms it adopts
green marketing in
relation to these activities. It may pursue these as follows:
A Firm develops a technology for reducing waste and sells it to other
firms.
A waste recycling or removal industry develops.

THE FUTURE OF GREEN MARKETING

There are many lessons to be learned to be learned to avoid green
marketing myopia, the short version of all this is that effective green
marketing requires applying good marketing principles to make green
products desirable for consumers. The question that remains, however, is,
what is green marketings future? Business scholars have viewed it as a
fringe topic, given that environmentalisms acceptance of limits and
conservation does not mesh well with marketings traditional axioms of
give customer what they want and sell as much as you can. Evidence
indicates that successful green products have avoided green marketing
myopia by following three important principles:
CONSUMER VALUE POSITIONING:
Design environmental products to perform as well as (or better than)
alternatives.

32

 Promote and deliver the consumer desired value of environmental

products and target relevant consumer market segments.
Broaden mainstream appeal by bundling consumer desired value into
environmental products.
CALIBRATION OF CONSUMER KNOWLEDGE:
Educate consumers with marketing messages that connect
environmental attributes with desired consumer value.
Frame environmental product attributes as solutions for consumer
needs.
Create engaging and educational internet sites about environmental
products
desired consumer value.

CREDIBILITY OF PRODUCT CLAIMS:

Employ environmental product and consumer benefit claims that are

specific and meaningful.
Procure product endorsements or eco-certifications from trustworthy
third parties and educate consumers about the meaning behind those
endorsements and eco- certifications.
Encourage consumer evangelism via consumers social and internet
communication network with compelling, interesting and entertaining
information about environmental products.
STRATEGIES FOR GREEN COMMUNICATION:
Make environmental messages consistent with the companys existing
voice in the market place.
Empower consumers to get involved to make a difference.
Enlist cultural icons to tell the story.
Be ready to experiment publicly, even if it doesnt always lead to
success.
Price environmentally preferable products comparable to conventional
ones.
Link environmental innovations to other benefits, like quality and
durability.
Thanks customers for making good, green choices, and tell them how
they are making a difference.
33

Seek recognition from peers and activists groups and challenge

competitors to join in.
Green products shouldnt be any different from regular ones in
branding, price, use or performance.

STRATEGIES TO BE IMPLEMENTED IN GREEN

MARKETING
I. PRODUCT DIFFERENTIATION
Organizations are putting continuous efforts to differentiate their products
and services using green marketing practice. In a wide range of markets
including retailing etc companies have used eco performance to
differentiate and to compete. Products with poor eco performance can
become targets for new substitution, as a result of this many organizations
are coming up with greener ideas to differentiate their products from
competitors.
CONSUMER VALUE POSITIONING- organizations can design
environmental products to perform as well as provide alternatives. In
addition to this promoting and delivering the consumer desired value of
34

environmental products and target relevant consumer market segments

can help the organization to differentiate.
CALIBERATION OF CONSUMER KNOWLEDGE-Educates
customers with marketing messages that connect environmental product
attributes with desired consumer value.
II. DESIGNING BIO-DEGRADABLE PACKAGING
It is seen that promotion of green products strongly influences the
consumers buying decisions. It is one of the most important factors of
product attractiveness. Thus it has been indicated that bio-degradable
packaging will affect in a strong and moderate way respectively on their
buying decisions.
As a marketing strategy the companies should modify the product
packaging by using only the recycle as well as handmade paper in
packaging. Instead of being more mechanized the companies must find
creative ways reusing the waste products which are harmful to the
environment. Manufacturing companies which are using plastic for
packaging should meet certain standardization. For example Bisleri
plastic bottles or the water bottles can last only for 15 days and after that
it generates certain chemicals which are harmful and there is no
reusability of this kind of plastic. Companies should modify these kinds
of packaging styles and find out some innovative ways to recycle it.

III. PRODUCT STRATEGY

In this strategy marketers can identify customers environmental needs
and develop products to address this issue, produce more environmentally
responsible packages and insure that products meet or exceed the quality
expectation of customers. In addition to that marketer can charge higher
price with highlighting eco-friendliness of the products.
IV. DISTRIBUTION STRATEGY
In case of this strategy obtaining dealer support to green marketing
practice is essential. The location must differentiate from competitors and
it can be achieved by in-store promotions and displays by using recycle
materials to emphasize the environmental and other benefits.

35

Even though distribution has no big involvement in green

marketing, few consumers are willing to get the services from places and
distribution channels which are not cause to environmental pollution.
V. LIFE-CYCLE ANALYSIS
Brands which aspire to be sustainable must get their house in order
before they start planning any green marketing initiatives. The best
brands are performing life cycle analysis- complex assessments which
provide critical data on social, environmental and economic impact of
products through the supply chain production process and after the
purchase. Life cycle analysis tells a brand just how far it needs to go
before it claims to be sustainable.
VI. INCENTIVES AND STRUCTURAL FACTORS
Commercialization programs and incentives help get new technologies
introduced examples include fleet programs to cultivate strategic niche
markets and by providing financial incentives such as the advanced
vehicle tax credit proposal in case of green vehicle purchase. Consumers
can be motivated by incentives and awards to:
Curtail Reduce the impact on the environment by modifying extant
living
patterns.
Maintain Keep equipment in good working order.
Be efficient Undertake structural changes such as buying
environmental friendly equipment.

RESEARCH
36

METHODOLOGY

PROBLEM FORMULATION:
The aim of this study is to investigate immense opportunities and
associated challenges in Green Marketing. Green marketing is still in its
infancy and a lot of research is to be done on green marketing to fully
explore its potential. Marketing Green means having a vision and a plan
and taking (cautious) action. As more companies look to promote their
environmentally savvy practices, it's a good idea to pause for a moment
and consider what companies are marketing when promoting organization
as green or sustainable.
RESEARCH OBJECTIVE:
Primary Objectives:
1.To know the benefits and opportunities of green marketing strategy
2.To study the challenges in green marketing.
Secondary Objectives:
1.To check the awareness about eco-friendly products of the peoples and
make them aware.
2.To know the strategy being a green is either helpful or not.
RESEARCH HYPOTHESIS:
A tentative insight into the natural world, a concept that is not yet verified
but that if true would explain certain facts or phenomena. The hypothesis
to be tested in this study is:
There are sufficient opportunities for green marketing and green
products in gurgaon.

RESEARCH DESIGN:
37

Descriptive research design is used in this research. It includes survey and

fact finding inquiries of different kinds. The major purpose of descriptive
research is description of the
state of the affairs, as it exists at present.
DATA COLLECTION:
There are two sources through which data is collected.
Primary Data:Primary data has been collected mainly through structured
questionnaire.
The questions were designed in an easily understandable manner that the
respondents may
not have any difficulty in answering them.
Secondary Data:Secondary data has been obtained through websites,
books, and online magazines and journals.

SAMPLING DESIGN
a.
b.
c.

Sampling technique
Sample size
Sampling area

Simple Random Sampling

100
Gurgaon

LIMITATIONS OF THE STUDY:

1)As the topic of research is wide so time is the main constraint in the
research.
2) Target audience is also another limitation as the people had less
awareness about green marketing.
3)Some respondents were not interested in giving answer and they
appeared to be busy and bored at the very sound question.
4)The research is confined to a certain parts only and does not necessarily
show a pattern applicable to all of Country.
5)In a rapidly changing environment, analysis on one day or in one
segment can change very quickly. The environmental changes are vital to
be considered in order to assimilate the findings.
6)Time and money are one of the major constraints of any research
activity and this is also attributed with research.

38

FINDINGS
AND
INTERPRETATIONS

HEARD OF ANY CAMPAIGN ABOUT GREEN MARKETING

YES
NO

:
:

58
42

Hence from the above graph we come to know that 58% of respondents
are aware about some or other green marketing campaign carried by
companies. On the other hand 42% respondents do not know by any
means. It needs a larger attention from the marketers perspective.
39

SOURCES OF AWARENESS ABOUT GREEN MARKETING

Television
Newspapers
Friends/family
magazines
Internet

:
:
:
:
:

6
19
7
12
14

While responding people agreed that newspaper is the major source of

information about green campaign.About 33% said they came to know
about green campaign from newspapers,24% from internet,21% from
magazines, 12% from family and friends and surprisingly only 10% from
the television.

YOU BEEN PART OF SUCH CAMPAIGN

Yes
No

40

:
:

32
26

When people were asked whether they have been part of any green
campaign,55% said yes whereas 45% denied.

CONSIDER ENVIRONMENTAL ASPECT OF PRODUCT WHILE

BUYING
Very often
Often
Sometimes
Rarely
Never

:
:
:
:
:

9
10
16
14
7

Here from the above graph we see that majority 29% people sometimes
give consideration to the environmental aspects of products while
buying,25% people gives consideration rarely,18% often and 12% most
often give consideration to the environmental aspect while buying
product.
The weighted mean score after calculation is +2.90 which means that in
overall people sometimes give consideration to environmental aspect
while buying product.

41

GREEN MARKETING AND ITS ADVERTISING IS GOOD SOURCE

OF INFORMATIONA BOUT GREEN PRODUCTS/SERVICES
Highly agree
Partially agree
Neutral
Partially disagree
Highly disagree

10
11
15
13
9

From the above graph 26% people neither agree nor disagree that green
marketing and its advertising are good source of information about green
products and services.22% people partially disagrees from this whereas
16 % highly disagree and 19% are partially agreed.

GREEN MARKETING ACTIVITIES ARE GOOD AT ADRESSING

ENVIRONMENTAL ISSUES
Highly agree
Partially agree
Neutral
Partially disagree
Strongly disagree

42

:
:
:
:
:

11
19
9
9
10

Here we come to know that 33% people partially agree that green
marketing activities are good at addressing environmental issues; 15%
people are neutral, 17% people highly disagree.

GREEN MARKETING ACTIVITIES RESULT IN BETTER

PRODUCT
Highly agree
Agree
Neutral
Disagree
highly disagree

:
:
:
:
:

34
16
5
3
0

59% of people strongly agree that the green marketing activities result in
better products whereas 9% are neutral on this and 5% disagree and 27%
agrees.

COMPANIES OPT FOR THIS STRATEGY

Government pressure

43

Competitive pressure
As a part of CSR
immense opportunity

:
:
:

16
15
19

Hence from the above graph it can be seen that 14% of people think that
companies opt green strategy because of the government pressure, 27%
due to have a competetive edge over others.26% believe that it is a part of
CSR and 33% immense opportunity.

GREEN MARKETING STRENGTHEN COMPANYS IMAGE IN

THE MIND OF CONSUMERS
Highly agree
:
25
Agree
:
28
Neutral
:
3
Disagree
:
2
Highly disagree
:
0

Hence 48% people highly agreed that green marketing strengthen the
companys image, 43% also agreed.5% people were neutral whereas 4%
disagree

44

COMPANIES THAT FOCUS ENVIRONMENT CONCERNS

PERSUADE CONSUMER TO BUY THE PRODUCT
Highly agree
:
21
Agree
:
17
Neutral
:
11
Disagree
:
5
Highly disagree
:
4

36% highly agrees that they are easily persuaded by companys with
green marketing initiatives,29% people agree and 14% are neutral.

GREEN STRATEGY WILL HELP GROW THE HEALTHY

ENVIRONMENT
Yes
:
46
No
:
12

46% people believe that the green strategy can help the environment
grow in a healthier manner whereas 12% does not believe.

45

HYPOTHESIS TESTING
Hupothesis: There are sufficient for green marketing and green
products in gurgaon.
Variable
observed expected (O-E)
(O-E)2
(O-E)2/E
Ques 1
58
45
+13
169
3.76
Ques 3
32
45
-13
169
3.76
Ques 12
46
45
+1
1
0.02

=7.54
Hence the calculated value of 2= 7.54
Since dergree of freedom in given problem is

(N-1)=(3-1)=2
The table value of 2 for 2 degree of freedom at 28% level of significance
is 7.834

Comparing calculated and tabulated value of2, we find that

calculated value is less than the table value. The result, thus,
supports the hypothesis and it can be concluded that
there are sufficient opportunities for green marketing and
green products in gurgaon.

46

DEMOGRAPHIC PROFILE OF RESPONDENTS

AGE
UNDER 18
19-35
36-50
50 ABOVE

:
:
:
:

21
39
28
12

GENDER
MALE
:
FEMALE
:

74
26

OCCUPATION
GOVT.
:
PRIVATE
:
STUDENT
:
OTHERS
:

24
19
27
30

ANNUAL INCOME (IN RUPEES)

LESS THAN 1.5 LAKH :
32
1.5 TO 3 LAKH
:
37
3 TO 5 LAKH
:
21
5 & ABOVE
:
10
47

CONCLUSION

48

Conclusion:
Green marketing should not neglect the economic aspect of marketing.
Marketers need to understand the implications of green marketing. Green
marketing to some extent strengthen companys image in the mind of
respondents that is very much clear from trustworthiness of green claims
and certainly it do have positive image of the organization in the minds of
the respondents. It was observed that the respondents who were more
proactive with the environmental behaviour have positive attitude
towards green advertisements. It is evident that green marketing have
positive impact on only those who are already practicing it. Rest of the
respondents who were passive had very less impact on their buying
behaviour.
Green marketing covers more than a firm's marketing
claims. While firms must bear much of the responsibility
for environmental degradation, the responsibility should
not be theirs alone. Ultimately green marketing requires
that consumers want a cleaner environment and are
willing to "pay" for it, possibly through higher priced
goods, modified individual lifestyles, or even
governmental intervention. Until this occurs it will be
difficult for firms alone to lead the green marketing
revolution. We need to come out through green myopia.
Having said this, it must not be forgotten that the
industrial buyer also has the ability to pressure suppliers
to modify their activities. Thus an environmental
committed organization may not only produce goods that
have reduced their detrimental impact on the
environment, they may also be able to pressure their
49

suppliers to behave in a more environmentally responsible

fashion. Final consumers and industrial buyers also have
the ability to pressure organizations to integrate the
environment into their corporate culture and thus ensure
all organizations minimize the detrimental environmental
impact of their activities.

Thus green marketing should look at minimizing environmental harm,

not necessarily eliminating it. Green marketing covers more than a firm's
marketing claims. While firms must bear much of the responsibility for
environmental degradation, ultimately it is consumers who demand
goods, and thus create environmental problems. One example of this is
where McDonald's is often blamed for polluting the environment because
much of their packaging finishes up as roadside waste. It must be
remembered that it is the uncaring consumer who chooses to disposes of
their waste in an inappropriate fashion. While firms can have a great
impact on the natural environment, the responsibility should not be theirs
alone. It appears that consumers are not overly committed to improving
their environment and may be looking to lay too much responsibility on
industry and government.
Thus, we can say that there are sufficient opportunities for
green marketing in gurgaon but it may also face lot of
challenges as considerable percentage of population are
not aware and also willing to know the affairs of green
marketing initiatives. We need to educate them through
proper campaigns. Green marketer must find an
opportunity to enhance you product's performance and
strengthen your customer's loyalty.

50

51

SUGGESTIONS

52

Suggestions:
Green marketing is still in its infancy and a lot of research is to be done
on green
marketing to fully explore its potential. There are some suggestion that an
organizations should implement for catering challenges of green
marketing and successful exploitation of green marketing. Those are:
Consumer needs to be made more aware about the merits of Green
products. It is still a new concept for the masses. The consumer needs to
be educated and made aware of the environmental threats. It should be
made sure that the consumer is aware of and concerned about the issues
that your product attempts to address. Green Marketing campaign and
green advertising is good step toward it.
Consumers must be motivated to switch brands or even pay a premium
for the greener alternative. Make sure that consumer feel that they can
make a difference. Make sure that consumer feel that they can make a
difference. This is called empowerment and due to this main reason
consumers will buy greener products.
Further steps should be taken to control false promise and claim by the
marketer to maintain legitimacy and trustworthiness of green products.
Consumers must be made to believe that the product performs the job its
supposed to do-they wont forego product quality in the name of the
environment. For effective and efficient implementation of this concept
of Green Marketing the factor that plays a major role is the Government.
Unless the government creates specific and stringent laws and utilizes its
authority to implement them the concept cannot be conceptualized. If the
Consumer, the Organization and the Government work in unison towards
the common goal of minimizing the detrimental environmental impact of

53

their activities, then they can surely save this environment and make this
world a better place to live in.
Thus leading brands should recognize that consumer expectations have
changed. It is not enough for a company to green its products; consumers
expect the products that they purchase pocket friendly and also to help
reduce the environmental impact in their own lives too.
Todays consumers are becoming more and more conscious about the
environment and are also becoming socially responsible. Therefore, more
companies should become responsible to consumers aspirations. Many
companies want to have an early mover advantage as they have to
eventually move towards becoming green. Green marketing is very low
on the agenda of most businesses and therefore its still an underleveraged USP (Unique Selling Proposition). Therefore, effective green
marketing targeted at the right audience will make a difference

54

BIBLIOGRAPHY

55

BOOKS:
I. Kothari C.R. (2004), Research Methodology Methods and
Techniques, N.
Delhi, New Age International Publication
ii. Green, Paul, Tull (2002) Research for Marketing Decisions, N.
Delhi,
Prentice-Hall of India
iii. Sharma D.D. (2008), Marketing Research: Principle Application &
Cases N. Delhi, Sultan Chand & Sons
iv. Kotler P. (1999), Marketing Management, N. Delhi, Prentice-Hall of
India.
v. Rajagpalan R. (2003), Environment Studies, N. Delhi, Himalayan
Publishing
House.
vi. Certo, S.C. (1997), Modern Management, Englewood Cliffs, PrenticeHall

WEBSITES:
a. http://www.businessworld.in
b. http://www.outlookindia.com
c. http://en.wikipedia.org
d. http://www.business-standard.com
e. http://www.encyclopedia.com

56

ANNEXURE

Hello sir/madam,
I Ravinder Khatri, here to conduct a research on the topic oppurtunities
& challenges for green marketing for corporates .
Please give your honest opinion and this information collected will be
purely confidential and will not be shared for any purpose other than
research.
1.

57

Have you heard of any campaign related to Green Marketing?

a)
b)

Yes
No

2.If yes from which source of media?

a) television
b) newspaper
c) friends/family
d) magazines
e) internet
3.Have you been part of any such campaign?
a) yes
b) no
4. Do you consider the environmental aspect of product before buying
them?
a) very often
b) often
c) sometimes
d) rarely
e) never
5. Do you think green marketing and its advertising are good sources
of information about green products and services?
a) highly agree
b) agree
c) neutral
d) disagree
e) highly disagree
6.Do you agree that green marketing activities are good at addressing
environmental issues?
a) highly agree
b) agree
c) neutral
d) disagree
e) highly disagree
7. Do you think green marketing activities result in better products?
a) highly agree
b) agree
c) neutral
d) disagree
e) highly disagree
58

8.Why do companies opt for this strategy?

a) govt. Pressure
b) comp. Pressure
c) as a part of CSR
d) immense opportunity
9. Do you think that green marketing strengthen companys image in
the mind of consumers?
a) highly agree
b) agree
c) neutral
d) disagree
e) highly disagree
10. Do you think that companies that focus on environmental concerns
persuade consumers to buy products?
a) highly agree
b) agree
c) neutral
d) disagree
e) highly disagree
11. Do you think this strategy will help to grow healthy environment?
a) yes
b) no
PERSONL PROFILE
NAME:
AGE:
OCCUPATION:
POSTAL ADDRESS:

GENDER:

Thank you!!!!!

59